Introducing Walpole's latest partner, JD.com

Walpole: Welcome to Walpole. Tell us a bit more about JD.com...

Thank you, we are delighted to be part of the Walpole community. JD.com, also known as Jingdong, is the largest retailer in China in terms of revenue, with 600 million active users. JD.com has rapidly evolved over the last 20 years, and its businesses now span retail, logistics, technology, healthcare, insurance, property development, and more.

As a global leader in retail innovation, JD.com is known for its market-leading logistics and commitment to authenticity and quality. These characteristics not only ensure the best shopping experience for our customers, but have also fuelled the growth of JD Luxury.

Recently, we have been steadily increasing our activity outside of China, particularly in the UK – we opened our offices in St James’s, London last year.

Why is the British luxury industry important for JD.com and why did you want to work with Walpole?

Trust is a key characteristic within JD.com’s business, and our customers trust us to offer products from the best brands worldwide. Internationally, British luxury is renowned worldwide for its craftsmanship and heritage, and we are proud to already collaborate with many leading luxury brands.

We have known of Walpole’s important work for many years and see this partnership as an opportunity to build our offering and support the future growth of British luxury exports. The wonderful team at Walpole has already connected us with my brands, who are interested in growing in the Chinese market. We are particularly excited to help the many Brands of Tomorrow accelerate their access to the China market.

Furthermore, we look forward to facilitating conversations between brands as we believe it is helpful to work with a membership organisation like Walpole to allow brands to share their experiences. 

Your platform is incredibly popular in China. What is your strategy when it comes to luxury brands – and how will that translate to your work here in the UK?

JD.com started with a strategy of being a trusted seller to its customers. Nothing has changed today. JD.com’s zero-tolerance policy towards counterfeits, its high-quality customer base, leading logistics services, customised business models and technology solutions make the platform a shortcut for luxury brands to expand into China's online market.

Many brands choose to sell on JD.com via a  virtual flagship store [pictured above]. These stores are designed to reflect the brand's identity. We also have a Boutique Store that offers a curated selection of international luxury products with a much simpler onboarding process for brands. We collaborate with brands to provide exclusive items while ensuring their stories are well communicated.

Our world-class supply chain and logistics network covers 99% of China. Approximately 90% of our retail orders are fulfilled within 24 hours. By employing our couriers, we ensure that the delivery service matches the premium nature of the products.

What is the attraction of British luxury in China? What are the key qualities that resonate with the Chinese customer?

Chinese consumers are enthusiastic about purchasing luxury products and we fully expect this trend to continue. British luxury is particularly popular in China and celebrated for its exceptional quality and sophisticated design, attributes which resonate deeply with our Chinese consumers. It is also increasingly important to offer products that tell a story, embody authenticity, and offer a unique sense of prestige, qualities that British luxury brands are known for and excel at delivering.

What should every British luxury brand know about the luxury retail landscape in China?

The Chinese luxury market has a vast middle- and high-income consumer base. There is enormous potential for further growth, especially online and with younger and lower-income consumers. Brands should understand that Chinese consumers are discerning and well-informed. They value authenticity and are keen to learn about the heritage and craftsmanship behind the products they purchase. Price is key, and brands must invest in digital engagement; leveraging social media, live streaming, and online marketing is essential to connect with audiences. 

What does the future hold for JD.com in the coming months?

Our team will continue to engage directly with international brands to help identify opportunities for them in the Chinese market. Additionally, we are building relationships with companies with whom we can collaborate around a shared interest. As a business with operations across the supply chain, we are excited to further develop our capabilities and share our industry expertise outside of China.

To reach more brands and partners, we will continue to support organisations like Walpole. In September, we announced a new partnership with the British Fashion Council. This partnership aims to elevate global fashion brands and talents. As part of this we were the Official Asian Online Retail Partner of London Fashion Week September 2024 and we produced a show that exhibited some of the immense design talent emerging from Asia.

In the new year, we are also planning to have a series of events with Walpole and other organisations to help more brands learn about the Chinese market. Keep an eye out for more details.

A strength of Walpole is its incredible network of members and partners. Which brands would you like to connect with?

JD.com offers a variety of selling models, which allows us to work with many different brands in various ways. We are very excited to be part of Walpole and eager to explore opportunities to collaborate with fellow members. Please come and visit us in St James’s!

If you are interested in selling your brand in China, please email [email protected]

> Visit JD.com's partner profile here