JD Worldwide begins “Bayern Selectives Pavilion” for cross-border e-commerce initiative

The initiative will bring Germany-based products to Chinese online consumers.

JD Worldwide has launched the “Bayern Selectives Pavilion” to expand its business to cross-border services.

The initiative is a new collaboration with the city of Munich and digital agency Hylink, aimed to serve as a convenient one-stop online store featuring a variety of products and cultural items.

Products range from apparel, accessories, food and beverages, and stationery, with brands like Roeckl, Die Rockmacherin, Werner Christ, and Online pens being featured. During the initiative, it aims to widen its product range with skincare and beauty brands, delicacies, and others.

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“We strive to enhance services across consumer scenarios, marketing, quality of products and customer services, and merchant recruitment to become the preferred gateway for international brands entering the Chinese market,” Luke Liu, head of KA, duty-free and global sourcing in Europe of JD Worldwide, commented about the overall enthusiasm and support for the Bayern Select Pavilion.

Imported European products, especially those from Germany, are among the most favourable in the Chinese market on JD.com. European products from rural markets have also seen a spike in interest. Furthermore, Chinese consumers aged 26 to 35 accounted for 45% of product purchases from Europe.