On October 29, as JD.com (JD) approaches the kickoff of its 11.11 shopping festival, a host of renowned international brands including Lafite, a2, Friesland, L'Oreal, and Muji, alongside prominent domestic names such as Midea, Haier, HEGII, Linsy, HLA, and PurCotton, gathered at JD.com headquarters to discuss future growth opportunities. The convergence of these brands at JD.com reflects their recognition of the company's super supply chain capabilities that drive high-quality brand growth, as well as an endorsement of JD.com's ongoing internationalization strategy. Leveraging its long-cultivated super supply chain, JD.com serves as a bridge between overseas brands and Chinese consumers through cross-border imports, offering users a richer selection of goods. On the other hand, it accelerates supply chain expansion overseas, helping Chinese brands go global while deeply investing in overseas infrastructure and continuously achieving new breakthroughs.
Exploring New Growth Through Billions in Investment and Quality Products
JD Worldwide, a key component of JD.com's cross-border e-commerce import operations, helps overseas brands and merchants efficiently "land" in the Chinese market by continuously expanding its open ecosystem, making it the preferred gateway for foreign brands entering China. Currently, JD Worldwide has amassed over 100 million high-quality overseas products from more than 100 countries and regions, and through its robust global direct procurement system and professional buyer network, it deeply penetrates overseas origins in Europe, America, Japan, South Korea, and Thailand to achieve efficient source-direct procurement. Take the Lafite Group, which recently visited JD.com, as an example. As a globally renowned premium wine brand, Lafite places particular emphasis on JD.com's authentic direct procurement system and professional supply chain—this has been the foundation of their multi-year collaboration. At present, JD.com is Lafite's largest retailer in the Chinese mainland market and one of the most comprehensive fine wine sales platforms in the country. In terms of wine variety, JD.com's self-operated model brings together over 5,000 of the world's leading premium wines, including more than 200 products under the Lafite umbrella. Through "origin-direct procurement, direct chateau shipments, full professional cold chain" and "nationwide temperature-and-humidity-controlled warehousing," JD.com delivers a rich array of high-quality fine wines to Chinese consumers. Meanwhile, by opening official flagship stores, JD.com has also introduced premium wines from multiple regions under the Lafite Group, including Los Vascos, Bodegas, and Ausone, offering consumers diverse shopping options and tasting experiences. In terms of authenticity and quality assurance, JD.com has established a full-process quality supervision system covering origin traceability, cross-border fulfillment, warehouse inspection, and after-sales service, ensuring stable supply and full traceability of genuine products. At the origin source, JD.com goes deep into overseas production areas, directly cooperating with brands and estates, strictly reviewing merchant qualifications and procurement channels to eliminate counterfeit goods from the source and guarantee authenticity. During fulfillment, it relies on a full professional wine cold chain model to maximize the quality of the liquid. In warehousing, JD.com has built a closed-loop quality control system of "inbound acceptance—in-storage inspection—third-party spot checks," and together with authoritative institutions has created "JD Smart Inspection," providing the industry with authenticity assurance solutions through warehouse entry identification and item-by-item inspection. For after-sales service, it ensures consumer experience through professional customer service and other high-quality capabilities, thus forming a complete quality loop for imported wines from overseas origins to Chinese consumers. Beyond Lafite, more international quality brands are accelerating their entry onto JD.com. In July 2025, JD Worldwide launched the "Billions in Investment, Thousands of Products New Growth Plan," proposing to introduce 1,000 overseas brands over the next three years and help achieve 10 billion in sales growth. Currently, this initiative has attracted over 2,000 global brands and more than 20,000 new product listings. From fine wines of Bordeaux chateaux in France and single malt Scotch whiskies to Japanese maternal and baby products, Korean beauty and personal care, European and American digital devices and outdoor gear, JD.com continues to respond to the diverse expectations of Chinese consumers with global quality products.
Deepening the Super Supply Chain to Create a New Engine for Going Global
JD.com's internationalization is not a one-way export but a two-way layout of "bringing in" and "going out." Relying on its super supply chain and localized operational system, JD.com's European online retail business Joybuy has deeply cultivated markets in the UK, Germany, the Netherlands, France, Belgium, and Luxembourg, providing consumers with quality branded products, competitive prices, and exceptional service. Through a self-built full-chain logistics network, Joybuy has brought its "211" time-limited delivery service to over 30 major European cities, allowing more than 40 million people to enjoy the express shopping experience of "order in the morning, receive in the afternoon." Meanwhile, JD.com's global direct mail service has also covered 36 countries worldwide, launching sites in over 10 countries and one comprehensive overseas site. Leveraging its supply chain and logistics capabilities, it synchronously supplies a rich array of JD.com self-operated and third-party merchant products, including home appliances, digital devices, food, and beauty products, to overseas markets. JD Logistics is also accelerating its overseas expansion, with key布局 in global self-operated warehouses. Currently, JD.com has deployed overseas warehousing infrastructure in 26 countries and regions globally, operating over 200 overseas warehouses, bonded warehouses, and direct mail warehouses, more than 2,000 air cargo routes, 48 regular routes, and owning 13 full-cargo aircraft. Through multimodal transport by sea, land, and air, it has built a three-dimensional corridor and provides integrated supply chain services such as cold chain warehousing and transportation. With this logistics network deeply embedded globally, JD.com is significantly shortening the distance between global quality products and Chinese consumers while continuously contributing to the efficient and smooth flow of global trade. Furthermore, as a "technology and service enterprise based on supply chain," JD.com's internationalization is not just about "sourcing globally and selling globally" but also about exporting supply chain infrastructure, technology, and services. At present, JD.com has built a super supply chain spanning diverse business formats including retail, logistics, technology, health, industry, property development, and international operations. Leveraging this capability foundation, it has further created a one-stop modern service system supported by supply chain, digital technology, and service networks, covering both industry and lifestyle, providing practical support for building a comprehensive service system at home and abroad. At this critical juncture as 11.11 approaches a new climax, the vote of confidence from domestic and international brands behind JD.com reflects the company's long-term commitment. It is evident that JD.com's long-termism is not about calculating short-term gains and losses but about working with brand partners to cultivate long-term value. This is precisely the essence of JD.com's "Three Mao Five" theory: the platform does not compete with brands for profits, leaving more returns to industry chain partners, making every collaboration a sustainable value co-creation. For brands and merchants, JD.com provides a "certainty" business foundation—a stable daily sales base makes routine operations predictable; a long-term brand-building platform allows assets to continuously accumulate; and operational support throughout the product lifecycle helps them optimize the return on every item. These are the key reasons why JD.com can be long-term recognized by an increasing number of partners.
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