JD.com Unveils New Product Growth Initiative to Incubate 600 100-Million-Yuan Bestsellers in 2025

April 17, 2025 -- On April 15, 2025, JD.com unveiled its New Product Growth Initiative to invest tens of billions of RMB in web traffic and funding to support new products, including upgrades to its marketing and digital capabilities to support new product launches. The initiative aims to facilitate 60,000 new products achieving over RMB 1 million in annual sales, 6,000 surpassing RMB 10 million, and 600 reaching RMB 100 million in sales.

As a part of the initiative, JD.com also announced the official upgrade of its product release channel, JD Little Cube, to JD New Products, which includes a more prominent entry point positioned at the top of the app’s homepage for consumers to conveniently discover, browse and purchase the latest products, increasing visibility for new launches for brands. JD.com will also increase the number of flagship new product collaborations by 40% year-on-year, further deepening partnerships with brands to bring consumers an enhanced shopping experience.

JD.com has long prioritized new product incubation as a key driver of growth. In 2024, over 250 million users purchased new products on JD.com, with the number of merchants participating in new product launches increasing by 130% compared to 2023, while the number of new product releases surged by 160% year-on-year. Many brands have seen remarkable success on JD.com, with some achieving a return on investment of over 100 times.

JD.com has also introduced its Marketing 2.0 Framework for new product launches, which offers end-to-end support covering all phases of product rollout, from early incubation and content seeding to sales expansion and sustained growth.

As part of its marketing capabilities upgrades, JD.com is building an integrated online and offline marketing ecosystem to amplify exposure for new products across multiple channels. Online, JD.com will enhance its matrix of signature new product IPs — including its New Product Channel, JD New Product Day, Brand Launch events, New Arrival Season, Gifting Season, and Exclusive Product Lotteries — offering brands more diversified promotional opportunities. Notably, by the end of April, JD.com will officially launch the Gifting Channel, a dedicated marketing touchpoint for brands to promote new gift-oriented products. JD.com will also leverage its unique assets, such as JD MALL, the JDG e-sports team, Youth Merchandisers, JD PLUS memberships, and Campus channels, while activating IPs and resources across various business units.

To enhance content-driven growth, JD.com will integrate in-app and off-app marketing capabilities. This includes deepened partnerships with platforms such as Xiaohongshu (Rednote/RED), where JD.com will launch the New Product Channel x Xiaohongshu Alliance at the end of April. This initiative connects off-app product seeding with in-app personalized discovery and conversion, ensuring a seamless path from seeding to purchase. In parallel, JD will upgrade its in-app interaction experience with globally leading 3D advertising technology to deliver immersive, dynamic 3D visuals that elevate both user experience and marketing performance, enabling brands to showcase new products in more engaging and effective ways.

JD.com has also launched two new digital innovation tools: the JD Innovation Center (JDIC) and the JD Tryout Center. These tools enable brands to tap into data-driven user insights and gather extensive user feedback to greatly improve new product launch efficiency.

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