On March 13, the “Import Snacks & Beverage Buyer–Supplier Matchmaking Conference”, co-hosted by the Guangdong Imported Food Association and JD Supermarket, came to a successful conclusion.
As an important implementation of JD’s “Spring Dawn Plan”, the event attracted nearly 20 representatives from import food companies, including Guangzhou Taibaixin Trading Co., Ltd., Shilaikeshi Food, Guangdong Hengyu Food Trading Co., Ltd., Xicang Buer Food Co., Ltd., Shenzhen Tiancheng Food Co., Ltd., Guangzhou Taigu Trading Development Co., Ltd., Hausgaard Oats, Shenzhen Tusop Coffee Co., Ltd., and others. Together, they explored new opportunities in e-commerce amid a highly enthusiastic atmosphere.
At the event, Gao Bao, Senior Purchasing & Merchandising Manager of JD Supermarket’s Snacks & Beverages Division, provided an in-depth explanation of the core policies of the “Spring Dawn Plan.” He emphasized that JD will create a full-cycle support system for small and medium-sized merchants through “zero-cost store opening + omni-channel traffic tilt + combined logistics cost reduction measures,” helping import food merchants grow and develop rapidly on the JD platform.
When analyzing 2024 market trends and growth strategies, Manager Gao pointed out:
“In key categories such as beverages, grains & oils, and alcohol, we have witnessed significant growth momentum, especially in subcategories like carbonated drinks and coffee, where growth rates exceed 50%. ”
He further explained that JD’s growth strategy focuses on building tiered traffic ecosystems, optimizing product exposure and resource matching. Through precise merchant demand alignment, refined operations, and sales collaboration support, JD aims to comprehensively improve procurement and sales efficiency.
Manager Gao elaborated on JD’s international business strategy, highlighting several core pillars:
Self-operated Model: Merchants store goods in JD warehouses, with JD taking full responsibility for sales and promotion — ideal for those seeking long-term partnerships.
POP Model: Merchants ship independently, retaining ownership and pricing rights — suited for those pursuing flexible operations.
National Pavilion IP Program: Supports merchants in creating country-themed zones to enhance consumer awareness and understanding of imported goods.
Advertising Incentive Policy: Reduces advertising costs through resources such as billion-yuan subsidies and discounted/no-threshold free shipping, encouraging merchant ad placements.
New Product Incubation Capability: Leveraging its professional platform and resources, JD supports the incubation, promotion, and market launch of new products, helping merchants create market hotspots.
During the open discussion, participating companies raised issues such as merchant onboarding, logistics costs exceeding 20% of total expenses, declining advertising ROI, and price pressure from domestic substitutes. JD proposed a series of targeted countermeasures:
1. Cost-Saving Measures
•Store deposit reduced from RMB 30,000 to RMB 1,000 — essentially zero setup cost.
•Merchants can trial operate at zero cost, officially launching after reaching 100 orders totaling RMB 10,000.
•New merchants receive a RMB 300 promotion voucher and free business tools to support store marketing.
•New stores completing 7 orders within 7 days qualify for events and an additional RMB 300 ad voucher.
•First 20 partnered warehouse merchants enjoy:
•60-day free turnover in business warehouses
•20% discount on e-commerce warehouse management fees
•35% off JD Express shipping with no threshold
2. Differentiated Competitive Barriers
•Category Positioning Strategy: JD focuses on high-margin categories such as candy & chocolate and premium dairy. In 2024, growth in carbonated drinks and coffee exceeded 50%. By precisely positioning categories, JD clearly separates domestic and imported product sections, avoiding direct competition and enabling import food merchants to pinpoint their niche, maximize profits, and gain broader development space.
•Storytelling Marketing: Uses origin traceability livestreams, embassy co-branded certifications, and other methods to strengthen consumers’ perception of “authentic imports,” shaping unique brand images and boosting competitiveness.
This matchmaking conference not only provided import food enterprises with valuable industry insights and practical strategies but also built a solid bridge for closer cooperation between businesses and the JD platform.
Moving forward, the Guangdong Imported Food Association will continue working hand in hand with JD Supermarket to help the import food industry tap into broader market spaces and embrace new development opportunities.
