JD.com Unveils European Brand Partnerships at Alimentaria Barcelona

JD.com Makes Its Debut at Alimentaria Barcelona 50th Anniversary

JD.com (also known as JINGDONG) made an impressive entrance at the 50th anniversary of Alimentaria Barcelona, a significant international trade show focusing on food, beverages, and gastronomy, held from March 23 to 26 in Barcelona, Spain. This landmark event allowed JD.com to showcase its dual strategy aimed at facilitating the entry of global brands into the Chinese market and expanding its local presence with the introduction of its new online retail platform, Joybuy.

At the forefront of JD.com's presentation was the innovative "10 Billion GigaGrowth Plan," introduced in 2025. This ambitious initiative is designed to bring 1,000 international brands into China over the next three years, targeting a cumulative revenue goal of 10 billion RMB (approximately USD 1.4 billion). With a diverse audience drawn by Alimentaria, JD.com’s cross-border import platform, known as JINGDONG Cross-border, focuses on three strategic actions: promoting Centennial Brands, expanding its National Pavilion program, and intensifying global goods recruitment to source trendy, high-quality products worldwide.

According to a spokesperson for JINGDONG Cross-border, "Our mission is to simplify the complexities of entering the Chinese market. Our end-to-end support, covering logistics, marketing, and operations, allows international premium products to scale efficiently and quickly. Chinese consumers are discerning and increasingly prioritize quality, variety, and authentic heritage when choosing their brands. Thus, we aim to introduce 1,000 new brands globally."

For international vendors, JD.com’s logistics arm offers a comprehensive solution under customs seal, managing everything from pickup at the port to customs clearance and nationwide delivery to customers' doorsteps across China. By overseeing the entire B2C journey, JD.com ensures that quality goods arrive intact, helping brands build lasting trust among consumers.

Strengthening Economic Ties Between Spain and China

Ernesto Negredo Pascual, trade advisor at the Spanish Embassy in China, emphasized the promising prospects for collaboration with JD.com, highlighting the platform's invaluable opportunities for presenting Spanish excellence to the Chinese market. He underscored the potential for further synergies and joint promotional initiatives to boost visibility for Spanish brands and foster growth on JD.com.

In a display of its commitment at Alimentaria, JD.com signed a partnership with BayMar, a renowned Spanish seafood brand, aiming to offer high-quality canned seafood to Chinese consumers with maximum efficiency. Javier Coll, BayMar’s operations manager, remarked, "Partnering with JD.com allows us to leverage world-class logistics and deepen our consumer insights. Their reputation for authenticity and excellent distribution network ensures our products reach Chinese tables with the same quality and freshness as in Spain."

Simultaneously, JD.com launched the "Spanish Food & Drinks Festival" online, connecting the interests of exhibitors with its over 700 million active customers. The campaign features limited-time tasting offers and curated gift sets of Spanish wines and culinary specialties. By leveraging JD.com's high traffic and localized marketing channels, the festival plays a crucial role in helping new premium import products establish a foothold in China.

Innovation and Improved Shopping Experience in Europe

JD.com’s European online retail brand, Joybuy, is now available in the UK, Germany, the Netherlands, France, Belgium, and Luxembourg, offering a brand-led platform for both international and local brands sourced directly from reputable global partners. Supported by JoyExpress, a special last-mile delivery service, Joybuy customers in selected cities can benefit from same-day delivery, ensuring that orders placed by 11 AM arrive before 11 PM on the same day.

At the 50th edition of Alimentaria, JD.com showcased efficient trade pathways by integrating procurement, global fulfillment, and local European retail. As a leading importer and retailer, JD.com continues to support the global food and beverage industry by strengthening brand partnerships and ensuring high-quality products are accessible to both professional buyers and private consumers.