JD.com has become China’s largest retailer, meaning this business has an interest in just about every market sector, including produce. These expanded offerings have taken JD.com away from its native China to other parts of Asia and Oceania. And by reaching new territories, they’ve found themselves in the company of new partners, like Zespri and Rockit Global Limited, and they’re working together to bring the best of New Zealand back to China.
With 300 million customers, most living in major urban centers, JD.com has had to look elsewhere to satisfy many demands. This increase in produce sold through the retailer, both online and in stores, has jumped by 20% in a year.
Horticultural companies have taken notice of this increase, and now New Zealand is China’s top source for kiwifruit.
Most of JD.com’s fresh produce is sold through 7FRESH. This physical grocery store carries Zespri’s kiwifruit for a few years now. Together with JD.com, Zespri was able to take advantage of an expansive data network, including logistics. It’s increased brand recognition online, making it a recognizable brand in China.
Ivan Kinsella is the head of Zespri’s China Corporate Affairs, and he said the company’s top priority is to move into new territories. And given their success, China is that place. Austin Mortimer, Rockit Global Limited’s CEO, said something similar but went on to praise JD.com for helping them get their foot in the door.
Rockit Global Limited’s debut in China was a flagship on JD.com. Their apples were for sale there, both online and in-person. Their popularity has made them 40% of apple sales in big cities like Beijing and Shanghai.
JD.com’s international partnerships are there to meet a demand by Chinese consumers for foreign produce. And beyond New Zealand, that’s taken JD.com to over 50 countries and bringing those products back to hundreds of Chinese cities.
Xiaozhou Zhou’s a representative of 7FRESH and they see Chinese consumers overwhelmingly choosing JD.com for fresh produce. Now that kiwifruit and apples from New Zealand have managed to be a big hit back home, China can expect JD.com to bring in even more foreign produce, setting new trends in big cities.
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