Recently, the second JD Agricultural Specialty Shopping Festival kicked off, and Tianlai Xiangniu supplied the event with 10,000 high-quality cattle from its exclusive organic ranch, allowing millions of consumers to enjoy organic beef from the foot of the Tianshan Mountains without leaving their homes.
Leveraging Channel Resources to Boost the Brand Recognition of Domestic Organic Beef
This year’s agricultural specialty festival is unprecedented in scale, with JD investing 10 billion RMB in cash subsidies and traffic resources to help high-quality agricultural products from over 2,000 industrial belts across the country reach consumers’ tables. As Tianlai Xiangniu’s largest online sales channel, JD collaborated with Tianlai Xiangniu to establish an exclusive ranch and production processing workshop, supplying the festival with 10,000 high-quality cattle so that consumers can taste organic beef from the foot of the Tianshan Mountains as soon as possible.
Driven by the goal of helping consumers select high-quality organic beef, JD Supermarket’s professional buyers conducted market research, on-site inspections, qualification reviews, and product testing, ultimately deciding to directly procure organic beef from Xinjiang Tianlai Xiangniu Food Co., Ltd., a leading domestic organic beef company.
On September 16, witnessed by leaders including Manatibek, member of the Standing Committee of the Bozhou Municipal Committee of Xinjiang Uygur Autonomous Region, Wang Bo, Secretary of the Municipal Commerce and Industry Bureau, and Wang Jixiang, Director of the Municipal Agriculture and Rural Affairs Bureau, JD Supermarket and Tianlai Xiangniu signed a strategic cooperation agreement. JD awarded Tianlai Xiangniu the title of JD Fresh’s Exclusive Organic Ranch, jointly creating a trusted sales channel for organic beef.
Leveraging JD’s strong capabilities in brand building, industry standardization, and logistics supply chain, Tianlai Xiangniu quickly established an online sales channel and officially opened a self-operated store on JD Supermarket. This not only brings high-quality organic beef to consumers, boosting the “Tianlai Xiangniu” brand, but also helps local herders increase their income and achieve prosperity.
Commitment to Direct Sourcing: Ensuring Industry, Technology, and Brand Take Root
Benefiting from Xinjiang’s unique geographical environment and resources, Tianlai Xiangniu is regarded as the pinnacle of the domestic organic beef industry. Each cow in the ranch is nurtured with Tianshan snow water, pure air, and organic pasture, and is fed a customized diet by professional nutritionists for up to 30 months.
To ensure that every piece of Tianlai Xiangniu beef in consumers’ hands is genuinely organic, JD Supermarket adheres to a direct sourcing model, implementing control over quality, logistics, and sales processes.
Thanks to JD’s nationwide cold chain logistics network, Tianlai Xiangniu’s organic beef products can seamlessly transition through the entire production, supply, and sales process, maintaining cold chain integrity from packaging and collection to transportation and delivery.
By partnering with Tianlai Xiangniu, JD Supermarket not only helps farmers sell their produce and embrace new growth but also fosters the integration of industry, technology, and branding in rural areas.
Since launching the Rural Revitalization “Benfu Plan” in October 2020, JD has established deep cooperation with over 2,000 industrial belts nationwide, creating high-quality regional agricultural products like Guizhou Xiuwen kiwifruit, Jiangsu Miansu crabs, and Dalian sea cucumbers. In June this year, JD achieved its three-year goal ahead of schedule, driving rural output value over one trillion RMB and increasing the income of over 100 million farmers.
During the JD Agricultural Specialty Shopping Festival, there are daily deals with 9.9 RMB for gourmet food trials and discounts of 20 RMB off every 200 RMB spent. Users can access the event page by searching “Agricultural Specialty Festival” on the JD app. JD will continue to collaborate with Tianlai Xiangniu and more premium brands to offer a wide range of high-quality agricultural specialty products, making the festival a new stage for branding agricultural specialty industrial belts.
