JD Worldwide lands on Xiaohongshu, unlocking China’s e-commerce for 20 global brands

JD Worldwide, an import e-commerce platform under one of China’s largest online retailers JD.com, has arrived on the popular lifestyle-sharing community Xiaohongshu, with the launch of its official account and the opening of an online storefront, presenting offerings from 20 international brands to the platform’s more than 200 million monthly active users.

This is another step taken by JD Worldwide after its entry into China’s major content-based online communities, including Chinese TikTok Douyin, China’s biggest microblogging site Weibo and the Quora-like Zhihu, ramping up its layout in building a content-oriented ecosystem.

Meanwhile, as a platform bridging global brands with Chinese consumers, the move would also benefit overseas merchants who rely on the cross-border e-commerce service, allowing a more effective and faster penetration of China’s digital landscape for foreign players through joined forces.

It is understood that a total of 20 overseas brands are among the first batch to debut on Xiaohongshu, most of which are in the beauty category, including SUQQU, a luxury cosmetics brand from Japan; British label Charlotte Tilbury, Canadian skincare brand The Ordinary and German brand Eucerin. Product catalogues can be accessed through the storefront embedded in JD Worldwide’s homepage on Xiaohongshu and products are dispatched directly to consumers from the transborder service provider’s bonded warehouse.

The move, therefore, has allowed JD Worldwide and Xiaohongshu to unleash the synergy of their owned ecosystems with the potential to replicate the previous momentum gained from partnerships with other content platforms. The extension of JD.com took the second place for best sales in cross-border brand retailers on Douyin during the Double 11 Shopping Festival – one month after landing on the viral short video app in 2021, and further knocked out 100 million RMB ($15 million) of sales over the Lunar New Year season.

In addition, its collaboration with Weibo in the same year garnered more than 810 million views on the Twitter-like space, showing the opportunities for not only platforms directly involved but also international retailers and ordinary users, with such joint efforts strengthening the brand-consumer bond while diversifying the e-commerce scenarios.


Join our newsletter