JD.com Launches 2024 Agricultural Specialties Festival, Strengthening Commitment to Farm-to-Table Excellence

September 23, 2024 -- In celebration of the 2024 Chinese Farmers’ Harvest Festival, JD.com has officially launched its Agricultural Specialties Shopping Festival with a high-profile event in Beijing on September 19. Showcasing 107 categories of premium agricultural products from over 2,000 production zones across China, JD.com is supporting the festival with a substantial 1.5 billion RMB (USD 213 million) investment in subsidies and marketing initiatives. This move is part of JD’s aim to solidify its position as the leading platform for China’s finest agricultural goods.

Now in its third year, the festival runs through September 30 and highlights JD’s commitment to promoting high-quality, locally sourced agricultural brands. JD is offering a series of exclusive promotions featuring standout products such as Inner Mongolian grass-fed lamb, locally grown macadamia nuts, and Wuchang rice. To further elevate these offerings, the festival will feature harvest celebrations and product launch events that showcase China’s rich agricultural heritage.

Through its supermarket division, JD Super, the company is leveraging its self-operated business model to ensure the highest standards of quality through its “Source-Selected” product range. JD’s innovative “Direct from Source” model reduces supply chain friction, speeding up the delivery of farm-fresh goods directly to consumers’ tables. The strict quality assurance process includes origin verification, warehouse inspections, random audits, and unannounced spot checks to guarantee safety, reliability, and exceptional product standards. Currently, JD’s “Direct from Source” program offers over 16,000 types of agricultural products.

Since 2014, JD has been implementing its rural “3F” strategy—Factory to Country, Finance to Country, and Farm to Table. By building a robust logistics infrastructure across the country, JD has empowered rural farmers to harness modern supply chains, increasing the value of their agricultural products. This year marks the 10th anniversary of JD’s rural development initiative, which has led to the creation of numerous specialty agricultural brands, including “Running Chicken,” “Swimming Duck,” “Flying Pigeon,” and “Suqian Hairy Crabs.” These programs have played a pivotal role in lifting farmers in remote areas out of poverty and into economic prosperity.

In 2021, JD launched its ambitious “March-to-Rich” initiative with the goal of generating over one trillion RMB in rural economic output. JD surpassed this target in June 2023, three years ahead of schedule. This initiative has directly benefited millions of rural households, increasing incomes and laying a solid foundation for long-term economic growth.

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