JD Super and China Feihe Boost 28 Day “Farm to Milk Bottle” Fresh Formula Service

JD Super, the supermarket division of JD Retail, alongside Feihe, China's leading infant formula company, announced significant enhancements to their pioneering 28-day "farm-to-milk bottle" delivery service on August 19th in Beijing. These improvements include a new compensation policy to guarantee freshness for consumers.

This enhanced service ensures that if a customer purchases a Feihe product through JD's app that is marked with the "28-day fresh delivery" label and discovers the production date exceeds 28 days, they are eligible to receive compensation equal to the amount of their purchase. This new policy underscores the companies' commitment to superior product quality and transparency.

During the press conference, JD Super and Feihe also announced advancements in their logistics, achieving delivery time as fast as 10 days by optimizing warehousing and distribution processes. This pushes the envelope for the industry in terms of speed and ensures the freshness of infant formula.

The initiative, which began last August with Feihe's Zhuorui product line, created an expedited supply chain that delivers freshly produced formula to consumers within 28 days. Since its inception, the service has been extended to include all of Feihe's leading formulas, resulting in an eightfold sales increase year-over-year. Presently, the average duration from farm to bottle is only 22 days, optimizing the nutritional benefits and freshness for infants.

JD.com's recent quarterly earnings report exhibited strong growth in its supermarket segment. CEO Sandy Xu emphasized that enhancing supply chain efficiency and focusing on customer experience are pivotal to JD's strategy for sustained, high-quality growth.

The partnership between JD Super and Feihe demonstrates how innovative supply chain solutions can lead to both business growth and improved customer satisfaction in the competitive retail market.

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