-- In China, two things are true in commerce: Firstly, when it comes to Chinese consumers, they know exactly what they want and in recent years it’s clear there has been a growing demand for international products.
The second thing that’s true is that JD.com (also known as JINGDONG), with customers at the heart of everything it does, always goes over and above to provide consumers what they want, when they want it.
So it’s not surprising that JD.com, a global leading technology and service enterprise with supply chain at its core and China’s largest retailer by revenue, has announced an ambitious “10 Billion Growth Plan” to introduce 1,000 new brands from overseas through cross-border e-commerce over the next three years.
Leveraging its strong cross-border import supply chain capabilities, JD.com is committed to serve as the gateway in connecting global brands with the growing demand for international products from Chinese consumers. It’s a win-win for everyone, with these overseas brands achieving a total sales growth of 10 billion RMB.
The “10 Billion Growth Plan” will be supported by three major initiatives: “Centennial Brands,” “National Pavilions,” and “Global Goods Recruitment.” Here’s what’s involved:
- Centennial Brands Initiative: JD.com is teaming up with iconic international brands that have been around for over 100 years but have not yet entered the Chinese market. As part of this effort, JD.com will introduce a “Global Centennial Pavilion,” providing a dedicated space to highlight these legendary brands. Additionally, special “Centennial Brand Days” will be organized to give Chinese consumers a chance to discover and experience the rich history and craftsmanship of these time-honored names, all from the comfort of their own homes.
- National Pavilion Initiative: JD.com’s National Pavilions have quickly become a dynamic cultural hub, offering a window into the traditions, customs, and unique products of different countries. These pavilions, officially backed by embassies and trade chambers, are not just a platform for sales, but a way for consumers to experience the spirit of global cultures. Currently, JD.com operates 140 National Pavilions across its platform, and in the next three years, the company plans to expand this network to cover almost all countries in Europe, offering even greater access to distinctive, high-quality products overseas.
- Global Goods Recruitment Initiative: JD.com will invite consumers to be part of the process of sourcing and bringing high-quality, international products to China, with a focus on health-conscious, organic, and locally produced items. If consumers know of international products they’d love to see available in China, JD.com’s team will actively work to bring those items to the platform. The initiative aims to expand the variety and quality of imported goods, helping to meet the growing and diverse needs of Chinese shoppers.
European brands have long been favored by Chinese consumers. In 2024, sales of European brand products on JD.com exceeded 740 million units, with total sales amount surpassing 87 billion RMB. In the first half of 2025, European brand sales on JD.com exceeded 390 million units, with sales amount exceeding 46 billion RMB. Brands like Danone and Nestlé from France, Adidas from Germany, and Fila from Italy all achieved double-digit year-on-year growth on JD.com.
