1. Launching a New Round of Recruitment

The rules of the game in the European e-commerce market are undergoing profound changes. The past extensive model of relying on low-price direct mail and mass distribution is gradually becoming ineffective, and the logic of competition in the market has been completely rewritten. Major players are adjusting their formations, leading to a new round of reshuffling in this mature market.

Against this backdrop, JD.com's cross-border B2C platform Joybuy has quietly launched a new round of brand seller recruitment plans. Unlike before, JD.com has clearly drawn a red line: no low-price distribution and no clearance sales. The recruitment focuses on European countries with strong purchasing power such as the UK, Germany, France, and the Netherlands, replicating the mature domestic operation system.

Essentially, this is not only JD.com's deep layout in the European market but also a key signal of the transition of cross-border e-commerce from a "price war" to a "value war".

To be honest, for a long time in the past, Chinese goods were almost firmly labeled as "cheap but average quality" overseas. Joybuy's strategy this time is trying to subvert this stereotype—entering the market through a self-operated model, directly connecting with brands, and controlling product quality from the source.

Of course, brands are just one piece of the puzzle. Logistics capability is the strongest trump card for cross-border e-commerce. In Europe, whoever can achieve the ultimate in delivery efficiency holds the key to victory.

Relying on JD.com Logistics' years of accumulated experience, Joybuy has already built a full-link self-operated logistics system in Europe, and launched its own express brand JoyExpress.

Even before Joybuy went live, JD.com Logistics had quietly laid out more than 60 self-operated warehouses and sorting centers in Europe. Additionally, with the rapid development of technology, JD.com has also implemented an "Intelligent Wolf Warehouse" in the UK, equipped with nearly 200 intelligent robots to take outbound efficiency to the next level.

2. Stepping Forward Cautiously

Looking back, JD.com's overseas layout actually started quite early.

As early as 2015, JD.com launched the cross-border B2C platform Joybuy, but it ultimately exited the market due to cultural and operational challenges; in 2022, it incubated Ochama, focusing on community retail, and after some exploration, it also adjusted its direction.

This time, Joybuy abandons the "get rich quick" mentality and proposes a "five-local" strategy of "local e-commerce, local infrastructure, local employees, local procurement, and local delivery," directly transforming into a local retail participant in Europe.

This approach is not a spur-of-the-moment decision. A year ago, at a sharing session, Liu Qiangdong clarified JD.com's internationalization strategy: JD.com does not do cross-border e-commerce, only local e-commerce.

It is worth mentioning that there have been reports that starting from July 1, 2026, the EU will officially cancel the tax exemption policy for cross-border small packages under 150 euros. This will have a significant impact on small and medium-sized sellers and platforms that rely on low-price direct mail, but Joybuy's heavy asset model, through overseas warehouse inventory and local delivery, can avoid tariff impacts and has stronger risk resistance.

Currently, cross-border e-commerce going global has entered deep waters, the low-price dividend has ended, and compliance, branding, and localization have become inevitable trends.

Joybuy's exploration proves that Chinese e-commerce platforms do not have to be stuck in the mire of low-price competition. Heavy asset investment, strong service capabilities, and shaping brand value are also viable paths. Whether Joybuy can stand firm in the competitive European market remains to be verified over time.

Source: E-commerce Dispatch
Original Link: https://www.pai.com.cn/p/01ktrmfcgs1875cwt4wz83yfqw