The Zhitong Finance App learned that on October 29, when JD (09618) is about to have a good start, internationally renowned brands including Lafite, A2, Fischland, L'Oréal, and Muji, as well as well-known domestic brands such as Midea, Haier, Hengjie, Lin's, Helan Home, and Cotton Era, gathered in JD to discuss future growth.
The gathering of domestic and foreign brands at JD stems from recognition of JD's ability to use a super supply chain to help brands grow with high quality, and it is also an affirmation of JD's continued promotion of internationalization strategies.
JD relies on a super supply chain that has been deeply cultivated for many years: on the one hand, it builds bridges between overseas brands and Chinese consumers through cross-border imports and brings users richer product choices; on the other hand, it accelerates the supply chain to overseas, and while helping Chinese brands go global, it also lays out overseas infrastructure in depth, and continuously makes new breakthroughs.
New growth of 10 billion thousand products, good products from around the world go to JD
As an important carrier of JD's cross-border e-commerce import business, JD Global Purchasing helps overseas brands and merchants efficiently “land” in the Chinese market by continuously increasing the open ecosystem, and is already the preferred channel for overseas brands to enter the Chinese market. At present, JD Global Purchasing has gathered hundreds of millions of high-quality products from more than 100 countries and regions around the world, and with a strong global direct procurement system and professional buyer network, it has deeply laid out overseas places of origin such as Europe, America, Japan, South Korea, and Thailand to achieve efficient direct procurement from the source.
Take the Lafite Group, which visited JD this time, as an example. As a world-renowned top wine brand, Lafayette particularly values JD's direct procurement system and professional supply chain — this is the foundation of many years of cooperation between the two sides. Currently, JD is Lafite's largest retailer in the mainland China market and one of the most complete fine wine sales platforms in China.
In terms of wine richness, JD has brought together more than 5,000 of the world's major high-end fine wines through its own business model, including more than 200 Lafite products. Through “direct production, direct winery exit, full professional cold chain” and “national constant temperature and humidity storage”, JD brings rich high-quality wine to Chinese consumers. At the same time, by opening an official flagship store, JD has also introduced premium wines from multiple production regions such as Germany, Basque Country, and Ossier under the Lafite Group, bringing consumers a variety of shopping choices and wine tasting experiences.
In terms of genuine product assurance and quality assurance, JD has established a full-process quality supervision system covering origin traceability, cross-border compliance, warehousing inspection, and after-sales service to achieve stable supply and full traceability of genuine products.
At the source of origin, JD goes deep into overseas places of origin, directly cooperates with brands, manors, etc., to strictly review merchant qualifications and purchase channels, put an end to fakes and guarantee authentic products at the source. At the implementation stage, we rely on the full professional red wine cold chain model to ensure the quality of alcohol to the greatest extent possible. In the warehousing process, JD has established a “inbound inspection - in-stock inspection - three-party sampling inspection” closed-loop quality control system, and is working with authorities to create a “Beijing Intelligent Inspection” to provide the industry with genuine product guarantee solutions through methods such as warehousing inspection and one-item inspection. In terms of after-sales service, high-quality capabilities such as professional customer service are used to guarantee the consumer experience, thus forming a complete closed loop of quality of imported alcoholic beverages from overseas places of origin to Chinese consumers.
In addition to Lafite, more high-quality international brands are also entering JD at an accelerated pace. In July 2025, JD Global Purchasing launched the “10 billion thousand product new growth plan”, proposing to introduce 1,000 overseas brands over the next three years to help achieve a sales growth of 10 billion dollars. Currently, this plan has attracted more than 2,000 brands and more than 20,000 new products from around the world. From famous French Bordeaux wines and Scottish single malt whiskey, to Japanese mother and baby, Korean cosmetics and beauty care, European and American digital and outdoor equipment, JD continues to respond to the diverse expectations of Chinese consumers with good products from around the world.
Deeply cultivate the super supply chain and build a new engine for going overseas
JD's internationalization is not a one-way export, but a two-way layout of “bringing in” and “going out.”
Relying on a super supply chain and localized operation system, Joybuy, a European online retail business owned by JD, is deeply involved in the UK, Germany, the Netherlands, France, Belgium and Luxembourg markets to provide consumers with high-quality branded products, competitive prices and the ultimate service. By building its own full-link logistics network, Joybuy has brought the “211” time-limited delivery service to over 30 major European cities, and over 40 million people can enjoy the “order in the morning, receive in the afternoon” high-speed shopping experience. At the same time, JD Global Sales's official direct mail service has also covered 36 countries around the world, and has launched more than 10 national sites and 1 comprehensive overseas site. Relying on supply chain and logistics capabilities, it simultaneously supplies products from JD's own and third-party merchants.
Key layout of JD Logistics's global self-operated warehouses
Furthermore, the pace at which JD Logistics is going overseas continues to accelerate. At present, JD has deployed overseas warehousing infrastructure in 26 countries and regions around the world, operating more than 200 overseas warehouses, bonded warehouses, and direct mail warehouses, more than 2,000 air cargo routes, 48 regular routes, and has 13 freighters; it has built three-dimensional channels through sea, land and air multimodal transport, and provides integrated supply chain services such as cold chain storage and transportation. Relying on this deep global logistics network, while drastically shortening the distance between global goods and Chinese consumers, JD also continues to contribute to the efficient and smooth flow of global economic and trade flows.
More specifically, as a “technology and service enterprise based on the supply chain,” JD's internationalization is not only about “sourcing and selling globally,” but also about expanding supply chain infrastructure, technology, and services. At present, JD has built a super supply chain that runs through various business formats such as retail, logistics, technology, health, industry, production and development, and international business. Relying on this foundation of competency, we have further built a one-stop modern service system supported by supply chains, digital technology and service networks, covering industry and life, providing practical support for the construction of a comprehensive service system at home and abroad.
At an important point where Double 11 is about to reach a new climax, behind domestic and foreign brands voting a vote of trust in JD, it is the long-term principle that JD has always adhered to. As can be seen, JD's long-term philosophy is not about counting momentary gains and losses, but rather deepening long-term value with brand partners. This is the undertone of JD's “Three Mao Five Theory”: the platform does not compete with brands, leaves more revenue to industry chain partners, and makes every cooperation a sustainable co-creation of value.
For brands and merchants, JD provides a “definitive” business foundation — a stable daily sales chassis makes daily operations predictable; a long-term brand building position allows assets to continue to accumulate; and operational support throughout the entire product life cycle helps them achieve a better return on each product. This is the key for JD to be recognized by more and more partners for a long time.