JD.com targets the "hard currency" for the elderly

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In search of more growth, JD.com has set its sights on new and fresh fields.

On October 20, JD.com held the 2025 Camel Milk Powder Industry Summit in Beijing. At the event, JD.com launched the "安心驼奶粉" (Reassuring Camel Milk Powder) quality verification and merchant management plan, a comprehensive verification program, and together with nine leading brands including Primitive Gold, Fengcao Ranch, completed the Reassuring Camel Milk signing.

Currently, the rise in health awareness and the emergence of the silver economy have created huge demand for camel milk powder.

According to JD.com's consumer data, the number of online camel milk powder buyers has exceeded 2.78 million, up 90% year-on-year, demonstrating strong growth potential. From a global perspective, in 2024, the camel milk powder market has reached 97.7 billion RMB. The Middle East, as the core production area, dominates global supply; the Asia-Pacific region has become a high-potential market, with China standing out at a 15% market share.

According to data released by JD.com, in terms of consumers, JD Supermarket's camel milk powder buyers are mainly 26-55 year-old middle-aged and elderly adults. The distribution by city tier is balanced, covering silver-haired seniors, small-town families, urban families, and small-town middle class, among others. Regarding consumption scenarios, the need to show filial piety to elders stands out, while personal and family health supplement demands coexist, with children's consumption and gifting as important supplements.

However, for a long time in the past, the camel milk powder market lacked unified industry standards and was plagued by issues such as low-price adulteration and inferior goods being passed off as superior.

This time, JD Supermarket has launched one-stop compliance verification measures, including source factory inspection, ingredient list verification, genetic testing, spot checks, and batch inspection. Only those that pass all checks will be awarded a "Compliance Certification Certificate" and enjoy a one-year front-end exclusive "Reassuring Camel Milk Powder" mark.

JD Supermarket launched the "Reassuring Camel Milk Powder" quality verification and merchant management plan, i.e., a comprehensive verification plan, providing brands with one-stop capability verification services from on-site factory inspection, product testing, to online random inspection, fully ensuring product quality and helping to purify the market environment.

The head of JD Supermarket's snack and beverage business stated that JD Supermarket will continue to leverage its platform advantages to lead the industry towards a new stage of high-quality and sustainable development, ultimately achieving multi-party win-win results for consumers, brands, and the industry. In the future, as the plan is implemented and promoted and more brands participate, the camel milk powder industry will accelerate its transformation towards standardization and high quality.

In terms of the verification process, JD Supermarket will strictly examine the accuracy of brand ingredient inputs, conduct product genetic testing using professional technology, carry out unannounced spot checks from time to time, and sample products mid-sale, verifying from multiple aspects whether brands possess their claimed "quality capability," ensuring the authority and fairness of the certification results.

Once a brand passes verification, JD.com or a jointly authorized third-party authority will issue a "Compliance Certification Certificate," which describes in detail the quality highlights passed and lists the covered product categories; the certificate is valid for one year. This program can bring substantial benefits to brands. Data show that the absolute value of the conversion rate of certified products is expected to increase by more than 3%, with a month-on-month increase of about 10%-35%.

With the choices of the market, the industry landscape is also changing. The market concentration in the online camel milk powder sector has dropped significantly, multi-brand competition is increasingly fierce, and policies and standards continue to tighten, speeding up the elimination of non-compliant brands. Industry norms have improved substantially, and the new national standards are pushing the industry from "barbaric growth" to "regulated deep cultivation."

JD.com stated that 2025 marks the beginning of the JD Camel Milk Powder Quality Alliance, and JD will join forces with brands and inspection agencies to contribute to the healthy development of the industry.

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