On March 15, JD was awarded the title of “Advanced Collective Award for Poverty Alleviation Cooperation in Beijing” at the summary and commendation conference of Beijing Poverty Alleviation Cooperation. Since 2017, when JD and Beijing Poverty Alleviation Support Office signed a strategic cooperation agreement on e-commerce targeted poverty alleviation, JD has made full use of its advantages to promote the sale of agricultural products in poverty-stricken counties for government procurement and public consumers, and supported 90 poverty-stricken counties in Beijing to help them out of poverty.
In Tibet, Xinjiang, Qinghai, Inner Mongolia, Hebei, Hubei, Henan and other areas of Beijing’s poverty alleviation cooperation, support and cooperation, JD has teamed up with local leading agricultural enterprises to build poverty alleviation demonstration zones. In these regions, JD has been increasing its investment in warehousing and distribution, helping to establish local agricultural products logistics systems, especially the construction of cold chain transportation systems, and delivering local fresh products to major consumer cities across the country.
In JD’s “Beijing Consumer Poverty Alleviation Self-run Flagship Store” for mass consumers, a large number of web celebrity products such as Xinjiang Hotan jujube, Xinjiang raisin, Xinjiang thin walnut, Yunyang sweet potato powder and Zhuxi Gongrice are well received by consumers. On the special procurement platform provided by JD for Beijing Municipal Government and corporate institutional users, institutional users can purchase agricultural products conveniently, which not only saves a lot of manpower and material resources for the government and corporate institutional users, but also improves the efficiency of welfare distribution and employee satisfaction.
Yinshan Youmai web celebrity Breakfast Cup of Wulanchabu
Inner Mongolia Wulanchabu City under the jurisdiction of a number of counties is Beijing’s counterpart to the area. Yinshan Youmai Co., a subsidiary of Wulanchabu Right Middle Banner, created a web celebrity product with JD — Yinshan Youmai “Oat Portable Cup”, which was sold well online and received 99 percent favorable comments from netizens. Ready-to-eat breakfast oatmeal is so common that what makes this product unique and appealing to so many people online?
Yinshan optimal company is located at an altitude of 2000 meters phaeton Schiller grassland, oat industrial park covers an area of 462 mu, the production and processing with four layer building, from the selection, washing cooking to cooling, packaging, more than ten working procedure, each layer only one staff in operation, the national only oat whole show the modernization of the whole industry chain enterprises lead.
Since the establishment of Yinshan Youmai Company in 2013, the land transfer mechanism around the oat industry began to promote. Under the technical and management support of Yinshan Youmai Company, the mode of “enterprise + base + peasant household” gradually took shape. Farmers began to plant oats in large numbers. The large-scale planting and intensive management of oats led by leading enterprises began to transform and upgrade the local industry.
In just two years, the ordinary oat has changed into more than ten kinds of FMCG products: in September 2016, the oat rice noodle market, in July 2017, and in November 2017, the oat meal cup market. The cooperation with Jingdong has enabled Yinshan Youmai to step on the fast track of e-commerce. Since the products of Yinshan Youmai entered the self-operated channel of Jingdong, the efficient logistics and supply chain system of Jingdong has made Yinshan Youmai closer to consumers. For FMCG products, the timeliness of same-day and next-day delivery greatly improves consumers’ shopping experience and enhances their stickiness.
Jingdong has a large number of high-quality users who value quality, which is highly consistent with the positioning of Yinshan Youmai’s high-quality products. Jingdong’s users all over the country have effectively expanded the sales radius of Yinshan Youmai, breaking through the limitations of traditional sales channels. The user portraits provided by JD’s big data help Yinshan Youmai to have an accurate insight into consumer needs, so that it can respond quickly in product research and development, marketing, service support and other aspects.
“Magic God Taro” in Zhuxi, Hubei
Hubei Shiyan City also has a number of counties and cities are the counterpart of Beijing cooperation area. In Zhuxi County, Shiyan City, there is a kind of magic crop – Zhuxi konjac. Ke Zunyong, head of Zhuxi County, said, “In recent years, we have taken konjac as the main industry to tackle poverty. We have guided nearly 100,000 people in the county to plant konjac by adopting the methods of e-commerce, cooperatives, bases and poor households. We have developed a network goods supply base of 90,000 mu, and driven 35,000 poor households with an average income of more than 5,000 yuan.”
Konjac as a natural, pollution-free green food, can provide a large number of glucomannan, konjac is also known as the scavenger of the gastrointestinal tract, is confirmed by the United Nations Health Organization as one of the top ten health food. Although Zhuxi County has a good natural environment for planting konjac, due to rugged mountain roads and inconvenient transportation, the high quality of natural konjac lacks deep processing, so for many years “hidden in the mountains, people did not know”. In order to solve the prominent problems of high logistics cost and slow distribution in Zhuxi County, Jingdong took the lead in opening Jingdong logistics branch for Zhuxi County, and supported Jingdong Zhuxi Museum to carry out konjac food promotion activities.
At the beginning of 2016, Jingdong cooperated with many leading enterprises in Zhuxi County and adopted the strategy of Zhuxi Museum + multiple stores across the whole network to jointly promote targeted poverty alleviation work. Local cooperatives have developed konjac bases by taking advantage of idle land in front and back of farmers’ houses and planting resources. In response to the demands of Internet products, they have developed more than 30 bionic foods such as konjac dietary fiber convenience food and konjac porridge and rice, and the konjac noodles are included in JD’s self-operation.
JD.com gives full play to its advantages in self-established logistics, and through the construction, development and upgrading of infrastructure, helps to open up the upstream channel of Zhuxi agricultural products and further expand the sales range of Zhuxi konjac. Today, Zhuxi konjac has already become a fist product to help Zhuxi get rid of poverty and become a “web celebrity” food on Jingdong. Jingdong online channel has become an important sales channel of Zhuxi konjac, and the brand influence of Zhuxi konjac has also spread to the whole country through Jingdong.
Xinjiang jujube industry e-commerce green channel
JD has been working on poverty alleviation for many years in Hetian, Xinjiang, which is supported by Beijing. In August 2013, JD began to deploy a direct supply base for organic agricultural products in Xinjiang. In May 2014, JD set up its own fleet in Xinjiang. In October 2016, JD and Xinjiang Department of Commerce reached a strategic cooperation on e-commerce poverty alleviation to jointly promote the operation of “Xinjiang Poverty Alleviation Specialty Museum”. In August 2017, JD Logistics held an exchange conference in Urumqi to strengthen the layout of warehousing and logistics infrastructure in Xinjiang……
Xinjiang had a bumper harvest of red dates in 2017, but sales were slow. Jingdong quickly formed a team with the participation of purchasing and marketing, logistics, marketing and other departments, and together with many cooperative merchants rushed to the frontline of Xinjiang to conduct on-site procurement docking and solve the problem of selling red dates on the spot. At the E-commerce Poverty Allocation Meeting jointly held by Jingdong and Hotan City, many enterprises in and outside Xinjiang purchased nearly 100,000 tons of special agricultural products such as dates and walnuts. In less than a week, JD Supermarket purchased more than 250,000 tons by itself and its suppliers.
In addition to supporting the export of local agricultural products, JD also cooperates with leading local processing enterprises to promote deep processing of agricultural products, create characteristic brands and raise the premium of agricultural products. In Minfeng County, Hetian Prefecture, Jingdong Minfeng Specials Museum cooperates with local processing enterprises to purchase melons and fruits from farmers’ cooperatives for secondary processing such as drying, fruit picking, machine sorting, sterilization and dust removal, and packaging, which has led to employment of nearly 150 people and involved nearly 30 farmers’ cooperatives. At the same time, relying on Jingdong’s logistics capacity, these melons and fruits can be centralized acquisition, to resolve the problem of scattered local planting, not scale.
In December 2020, Jingdong Supermarket reached a strategic cooperation with Hotan City to jointly build a high-quality Xinjiang agricultural products brand on Jingdong. The two parties will take the Xinjiang jujube industry as the entry point to improve the product and brand system of Hotan jujube and Hotan walnut, so as to enhance the brand awareness of characteristic industries and enhance the competitiveness of products. Jingdong Supermarket has also opened a green channel for high-quality agricultural and sideline products enterprises in Xinjiang, provided a series of supportive policies, such as e-commerce talent training and financial loans, to expand the Hotan agricultural products market.
Eliminating poverty is not the end, but the starting point for a new life and a new struggle. Next, Beijing’s counterpart areas should consolidate the achievements of poverty alleviation and promote the organic link between poverty alleviation and rural revitalization. As a technology and service enterprise based on supply chain, JD will continue to give full play to its comprehensive advantages in supply chain, logistics, technology, finance and service to provide comprehensive impetus for the growth of rural industry and make the rural economy truly alive and on fire.