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JD.com presented its European brand strategy during Alimentaria Barcelona, which takes place from March 23 to 26, 2026. On the occasion of the 50th anniversary of the fair, the company unveiled its plans to facilitate market entry for European premium brands, such as BayMar, into China. This is being done through the „JINGDONG Cross-Border“ platform, which serves as a gateway for international brands, as the company states.
Brand promotion initiatives
A central element of the presentation was the „10 Billion GigaGrowth Plan,“ launched in 2025, according to the company. The goal of this initiative is to introduce 1,000 new international brands to the Chinese market within the next three years and achieve a sales volume of 10 billion RMB (approximately 1.4 billion USD). JD.com is focusing on three measures: promoting Centennial Brands, expanding the National Pavilion program, and intensifying a global goods recruitment campaign aimed at acquiring high-quality products from around the world.
JD.com’s presence at Alimentaria underscores the company’s commitment to advancing retail innovation in Europe. The introduction of Joybuy, a new online trading station, aims to strengthen the European retail presence.
