JD.com unveils ’10 Billion Growth Plan’ to bring 1,000 global brands to China

It aims to help brands achieve a combined sales increase of $1.39b.

JD.com, China’s largest retailer by revenue, has launched the “10 Billion Growth Plan” to bring 1,000 new international brands into the Chinese market over the next three years through cross-border e-commerce.

The move responds to growing demand from Chinese consumers for high-quality global products.

With a strong focus on customer satisfaction and a robust supply chain, JD.com aims to help these brands achieve a combined sales increase of $1.39b (¥10b).

The plan is built around three key initiatives. First is the Centennial Brands initiative, which will introduce historic international brands with over 100 years of legacy that have not yet entered China. These brands will be featured in a new “Global Centennial Pavilion” and promoted through “Centennial Brand Days” to showcase their heritage and craftsmanship to Chinese consumers.

The second initiative is the expansion of JD.com’s National Pavilions, which are digital storefronts officially supported by embassies and trade organizations. JD.com currently hosts 140 of these pavilions and plans to expand coverage to nearly every European country, offering consumers greater access to distinctive products and cultural experiences.

The third initiative, Global Goods Recruitment, will involve consumers in recommending international products they want to see on the platform. JD.com will focus on sourcing health-conscious, organic, and locally produced items to better meet the evolving preferences of Chinese shoppers.

European brands, in particular, have seen strong performance on JD.com. In 2024, sales of European products on the platform exceeded 740 million units, generating over $12.3b (¥87b).

In the first half of 2025, sales already surpassed 390 million units and $6.41b (¥46b) in revenue. Leading brands such as Danone and Nestlé from France, Adidas from Germany, and Fila from Italy all reported double-digit year-on-year growth.