JD.com launches major initiative to support 60,000 new products

It aims to help these products achieve RMB1m in annual sales

JD.com has launched a new product growth Initiative, committing tens of billions of RMB to support new products with investments in marketing, web traffic, and digital capabilities.

The initiative aims to help 60,000 products achieve $137,200 (RMB1m) in annual sales, 6,000 surpass $1,372,000 (RMB10m), and 600 reach $13,720,000 (RMB100m) in sales.

The company also introduced an upgraded product release channel, now called JD New Products. This update moves the channel to a more prominent spot at the top of the app’s homepage, making it easier for consumers to discover and buy new products.

JD.com said it will increase its new product collaborations by 40% year-on-year. The platform's focus on new product incubation is evident in its 2024 performance, where over 250 million users bought new products.

The number of merchants participating in launches grew by 130%, and new product releases increased by 160%.

Additionally, JD.com unveiled its Marketing 2.0 Framework to support product rollouts from early stages to sustained growth. The company is also building a more integrated marketing ecosystem, adding new channels like the Gifting Channel for promoting gift products.

To enhance user engagement, JD.com is partnering with Xiaohongshu (RED) to create a New Product Channel x Xiaohongshu Alliance. This will connect off-app product promotion with in-app discovery. The platform is also implementing 3D advertising technology to improve user experience and product visibility.

Finally, JD.com launched two new digital tools—the JD Innovation Center and the JD Tryout Center—to provide brands with data-driven insights and user feedback, improving product launch efficiency.