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The yearly winter fishing celebration at Chagan Lake commenced on December 28 in Jilin, China^, and JD Super, the retail segment of JD.com, is enhancing consumer access to fish from this renowned site by providing direct, high-grade catches straight from the lake.

Sales Directly from the Lake

Chagan Lake, among China’s top ten freshwater lakes and the largest inland lake in Jilin Province, is appreciated for its exceptionally clear waters and abundant fish resources, hosting over 60 species, including carp, grass carp, and crucian carp. Celebrated for its distinctive taste and remarkable quality, fish from Chagan Lake has evolved into a coveted local specialty, luring culinary enthusiasts nationwide. However, the surge in its popularity has also resulted in challenges associated with counterfeit products.

In an innovative exclusive sales alliance with the local fishing sector, JD Super has developed a tailored procurement approach to provide premium Chagan Lake fish directly to consumers. By forming a direct supply chain with the fishing grounds, JD Super guarantees the freshness and quality of the fish, sourcing only those caught on the same or prior day. Consumers also perceive additional value, as orders like a 5-kilogram purchase typically weigh approximately 5.4 kilograms.

A JD Super Procurement and Sales Manager conducts a live-stream sale of fish directly from Chagan Lake

On the inaugural day of the winter fishing season, industry specialists reported steady production, estimating a catch of around 1.5 million kilograms. Despite a slight rise in the factory price of Chagan Lake fish this year, JD Super has rolled out significant discounts on agricultural products for certain varieties of Chagan Lake fish to enhance affordability and bolster the branding and recognition of this local delicacy.

Accelerated National Cold-Chain Delivery

JD Logistics, the logistics branch of JD.com, is essential to this endeavor. Historically, Chagan Lake fish were conveyed through several intermediaries, inflating costs and delivery durations. This year, JD Logistics has refined the process by establishing a transit hub in Changchun, the capital of Jilin Province. By capitalizing on extensive air resources, they have inaugurated nearly 20 air routes from major neighboring cities like Changchun, Harbin, and Shenyang, significantly slashing shipping times. JD Logistics continues to fine-tune transportation routes and expand its delivery network, achieving an average reduction of 3 hours in delivery times for fish orders, ensuring that consumers nationwide receive top-quality fish promptly and in optimal condition.

This strategic partnership between JD.com’s retail and logistics services and the Chagan Lake fishing sector not only provides genuine, high-quality fish to consumers but also reinforces the local economy and encourages sustainable fishing practices. By promoting the branding of Chagan Lake fish, JD is assisting in elevating the status of this local delicacy, ensuring its reputation continues to expand both nationally and internationally.

 

(vivian.yang@jd.com)