JD.com, China’s largest retailer by revenue, is embarking on an ambitious journey with its “10 Billion Growth Plan,” which seeks to attract 1,000 new international brands into the Chinese market via cross-border e-commerce over the next three years. This initiative directly responds to the surging demand from Chinese consumers eager for high-quality global products.
With an emphasis on customer satisfaction and a solid supply chain, JD.com is setting its sights on helping these brands collectively achieve a staggering sales increase of $1.39 billion (¥10 billion).
The initiative is anchored by three pivotal strategies. First up is the Centennial Brands initiative, designed to introduce historic international brands with over a century of legacy that have yet to make their debut in China. These brands will be showcased in a dedicated “Global Centennial Pavilion” and promoted through special “Centennial Brand Days,” celebrating their heritage and craftsmanship for the discerning Chinese shopper.
The second strategic focus is the expansion of JD.com’s National Pavilions, digital storefronts that enjoy official endorsement from embassies and trade organizations. Currently featuring 140 pavilions, JD.com aims to broaden its reach to nearly every European nation, providing consumers with enhanced access to unique products and immersive cultural experiences.
Rounding out the plan is the Global Goods Recruitment initiative, which invites consumers to recommend the international products they wish to see on the platform. JD.com is prioritizing sources of health-conscious, organic, and locally produced items to align with the evolving preferences of Chinese shoppers—a clever way to keep an ear to the ground on consumer trends.
European brands have particularly thrived on JD.com, with sales of European products on the platform racing past 740 million units in 2024, generating over $12.3 billion (¥87 billion) in revenue. The upward momentum shows no signs of slowing; by the first half of 2025, sales had already topped 390 million units and $6.41 billion (¥46 billion). Prestigious names like Danone and Nestlé from France, Adidas from Germany, and Fila from Italy are all reporting impressive double-digit year-on-year growth, proving once again that the appetite for international goods in China is more than just a passing fad—it’s a full-blown shopping phenomenon.
What is the goal of JD.com’s “10 Billion Growth Plan”?
The plan aims to introduce 1,000 new international brands to the Chinese market through cross-border e-commerce, targeting a combined sales increase of $1.39 billion.
How does JD.com plan to showcase international brands?
Through initiatives like the “Global Centennial Pavilion” and “Centennial Brand Days,” JD.com will highlight historic brands with a legacy of over 100 years, emphasizing their craftsmanship and heritage.
What kind of products does JD.com aim to recruit through its Global Goods initiative?
The initiative will focus on sourcing health-conscious, organic, and locally produced items, reflecting the evolving tastes of Chinese consumers.
