- JD.com’s “10 Billion Growth Plan” targets 1,000 new global brands.
- Focus areas include heritage brands, national pavilions, and consumer picks.
- European product sales hit $6.4B in early 2025 with strong brand growth.
JD.com, the biggest retailer in China by revenue, has initiated the "10 Billion Growth Plan" to introduce 1,000 new international brands to the Chinese market in the next three years via cross-border e-commerce.
The shift addresses the increasing demand from Chinese consumers for top-quality international goods. By prioritizing customer satisfaction and maintaining a solid supply chain, JD.com seeks to assist these brands in reaching a total sales growth of $1.39 billion (¥10 billion).
The strategy is centered on three main initiatives. The first initiative is Centennial Brands, aimed at bringing historic international brands with a legacy of over 100 years that have yet to enter China. These brands will be highlighted in a new "Global Centennial Pavilion" and advertised through "Centennial Brand Days" to display their heritage and craftsmanship to consumers in China.
The second initiative involves the growth of JD.com’s National Pavilions, which are online shops officially backed by embassies and trade associations. JD.com presently features 140 of these pavilions and intends to broaden its reach to almost all European nations, providing consumers with enhanced access to unique products and cultural experiences.
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The third initiative, Global Goods Recruitment, will engage consumers in suggesting international products they wish to have on the platform. JD.com will prioritize acquiring health-focused, organic, and locally sourced products to more effectively align with the changing preferences of Chinese consumers.
European brands, especially, have experienced robust results on JD.com. In 2024, the platform's sales of European products surpassed 740 million units, resulting in over $12.3 billion (¥87 billion).
By the early part of 2025, sales had exceeded 390 million units and generated $6.41 billion (¥46 billion) in revenue. Top brands such as Danone and Nestle from France, Adidas from Germany, and Fila from Italy all recorded year-on-year growth in double digits.