JD.com has officially launched its new online retail brand Joybuy in Europe on March 16, targeting markets including the UK, Germany, the Netherlands, France, Belgium, and Luxembourg to expand its retail and logistics supply chain presence across the region. Leveraging JD.com’s robust supply chain and localized operations, Joybuy partners with premium global brands to offer competitively priced products across categories such as electronics, home appliances, household goods, beauty and personal care, and food and beverages. Through a self-operated model, major international and local brands including Apple, Samsung, Sony, De'Longhi, Braun, Brita, Lego, Philips, and L'Oréal Paris are already popular on the platform. The "Shop in Shop" model creates dedicated brand zones, allowing consumers to quickly access brand stories and new product updates. Joybuy is also becoming a key channel for high-quality Chinese brands to enter the European market, utilizing localized operations and supply chain advantages to efficiently connect Chinese businesses with European consumers. In the UK, Joybuy has formed a strategic partnership with Kweichow Moutai, becoming the online retailer for Moutai’s full range of products in the country. Additionally, technology brands such as DJI, Insta360, Xiaomi, Honor, TCL, Hisense, Midea, and Haier are well-received by local consumers, with popular items including smartphones, 4K TVs, slim refrigerators, 3D printers, and smart accessories. Unitree Robotics’ humanoid robots and robotic dogs have sold over 100 units on Joybuy. Brands like Haidilao, Liangpin Shop, Weilong, Luosifen, and Malatang provide a wide selection of traditional Chinese ingredients and specialty products for both overseas Chinese and European consumers. Backed by JD Logistics' self-built European network, the delivery service JoyExpress replicates JD’s "211" speed—where orders placed by 11 a.m. are delivered the same day, and those by 11 p.m. arrive the next morning—in the European market. Currently, Joybuy’s "211" service covers over 30 major cities, including London and Birmingham in the UK, Paris in France, Cologne and Düsseldorf in Germany, and Amsterdam and Rotterdam in the Netherlands, serving more than 40 million people with rapid "order in the morning, receive in the afternoon" delivery. To date, JD Logistics operates over 60 warehouses and delivery stations for Joybuy across Europe. The first overseas smart warehouse in Milton Keynes, UK, employs nearly 200 automated logistics devices, improving picking and outbound efficiency by approximately four times through a "goods-to-person" model. As Joybuy grows, JD.com plans to further expand its supply chain and logistics infrastructure and deploy more advanced logistics technologies to enhance efficiency and reduce costs. Notably, Joybuy offers integrated delivery and installation services for large home appliances, completing tasks such as delivery, setup, old appliance removal, and recycling in a single visit. The JoyPlus membership program provides users with unlimited free shipping and member-exclusive prices, while purchases automatically accumulate Joybuy Points. According to statistics, Joybuy’s country-specific sites have received ratings exceeding 4.5 stars on the consumer review platform Trustpilot. International expansion remains a key long-term strategy for JD.com. Moving forward, Joybuy will leverage JD’s strengths in e-commerce retail, logistics supply chain, and technology to continuously improve operational efficiency and user experience through technological innovation.
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