JD Super Signs RMB 500 Million Procurement Deal with Major Australian Beef Suppliers

July 22, 2025 -- JD Super, the supermarket division under JD.com, has signed a major procurement agreement worth RMB 500 million (USD 70 million) with three leading Australian beef suppliers: Coles, Bindaree Food Group, and Stanbroke. This partnership marks a significant step in JD Super’s effort to source high-quality global products directly from producers, provide Chinese consumers with premium, cost-effective imported beef, and open new opportunities for international partners.

The deal encompasses a diverse selection of premium beef products, including grass-fed, grain-fed, Angus, and Wagyu beef, all sourced directly from these industry leaders. Coles, an iconic Australian retailer dating back more than 110 years, handles more than 500,000 cattle annually and is known for its high-quality standards. Bindaree, a prominent global supplier, is expanding its Myola feedlot to a capacity of 35,000 cattle and handles over 5,000 cattle each week. Stanbroke, an industry leader, manages 1.2 million hectares of pastureland and produces internationally certified Wagyu, Angus, and both grass- and grain-fed beef.

This collaboration enables Australian beef producers to address key challenges in the Chinese market, such as low brand recognition and high retail prices caused by traditional multi-layer distribution. By partnering directly with JD Super, these suppliers gain access to Chinese consumers more easily, cut out middlemen to offer more competitive prices, and strengthen their brand awareness in China.

JD Super, which is the only e-commerce platform sourcing beef directly from Australia, leverages JD’s vast customer base of nearly 600 million active users and advanced digital infrastructure to boost partners’ visibility and sales. Through targeted traffic support, effective consumer feedback tools, and JD’s intelligent supply chain, suppliers gain valuable insights into consumer preferences, allowing them to refine their products and foster greater brand loyalty and repeat business.

“This partnership strengthens JD Super’s supply chain, ensuring a stable and diverse range of high-quality Australian beef for our customers,” said a JD Super spokesperson in the fresh food division. “We are dedicated to working with top global suppliers to deliver exceptional products at great value, while helping our partners grow and increase brand recognition.”

Liam Keenan, Head of Integrated Planning and Export at Goles Group, commended JD.com’s robust marketing and supply chain strengths in aiding Coles’ expansion into China. “This year signifies the beginning of Coles launching its brands in China. JD.com’s 600 million active users constitute a premium demographic that closely matches our target audience,” he said.

JD Super aims to deepen its relationships with leading global producers, create value for partners, and bring superior quality products to consumers around the world.

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