京东生鲜亮相牛肉产业高质量发展大会，启动国产品质牛肉产业扶持计划

This article covers the core announcement that JD Fresh has partnered with multiple industry institutions and industrial chain stakeholders to launch the Domestic Quality Beef Industry Support Initiative. Key takeaways for general consumers are as follows:

1. China’s beef consumption is growing steadily, but the industry is plagued by problems including unclear cattle breed origins, product adulteration, mislabeling of lower-quality cuts and false marketing claims. Consumers are at high risk of purchasing problematic products, and are advised to prioritize products with certified, standard-compliant labels.

2. Back in March this year, JD Fresh pioneered the "True Original Cut" standard for beef and mutton, which pledges products are non-recombined, non-processed, non-injected and free of added water-retaining agents, enforced through a four-step strict quality control system. To date, over 300 high-quality meat products carry the True Original Cut label and have gained market recognition. Consumers can look for this label for guaranteed quality when purchasing beef.

3. Following the full rollout of the support initiative, direct farm-to-table supply chains will be opened up, allowing consumers to access a wider selection of fresh, high-quality domestic beef at more competitive prices, expanding consumer choice and increasing confidence in product quality.

This article outlines current consumption trends in China’s beef industry and JD.com’s new domestic quality beef support policy, which bring multiple growth opportunities for domestic beef brands. Key insights are as follows:

1. Consumption trends: China’s total beef consumption will reach 10.812 million tons by 2025, marking continuous market expansion. Amid broader consumption upgrading, consumers are demanding higher standards for freshness and quality, making quality improvement and brand building the core direction for industry growth. Existing industry chaos has also created clear room for high-quality domestic brands to stand out from the competition.

2. Brand development support: JD’s support initiative includes five core measures: establishing product standards, strengthening commercial infrastructure, nurturing market players, expanding marketing channels, and building regional public brands. Participating brands can take part in standard setting, gain access to infrastructure support such as origin warehouses, connect with resources through investment summits and brand development workshops, expand marketing reach via JD’s online and offline resources, and co-build regional public brands to enhance market competitiveness.

3. Brands can also partner with JD on its co-construction origin projects, to access customized onboarding support and exclusive marketing systems, and improve their own e-commerce operation capabilities.

This article outlines new market opportunities and official support policies for beef category sellers. Key takeaways are as follows:

1. Market opportunities: China’s beef consumption is growing continuously, with total consumption set to exceed 10 million tons by 2025. Driven by consumption upgrading, consumer demand for high-quality domestic beef is rising steadily. Existing industry problems have left significant growth room for sellers of high-quality domestic beef, making this a high-growth category worth expanding into.

2. Support policies: JD’s Domestic Quality Beef Industry Support Initiative empowers seller growth across multiple dimensions. It helps sellers improve product standards, build supporting commercial infrastructure such as origin warehouses, connect with industry resources through industry-wide investment summits and merchant development workshops, and leverages long-term support mechanisms and local service provider networks to help high-quality sellers gain market share.

3. Additional growth support: Sellers can also partner with JD on its co-construction origin projects to access customized onboarding policies and exclusive marketing systems, effectively improving their e-commerce operation capabilities. They can also earn consumer trust by adhering to JD’s True Original Cut standard, further expanding sales channels and growing revenue.

This article outlines new business opportunities and industrial upgrading directions for beef processing factories. Key insights are as follows:

1. Production demand: China’s beef consumption is growing continuously, and consumers are raising standards for product quality and freshness, which in turn lifts industry-wide requirements for quality control and standardization. Beef processing factories need to upgrade to deliver higher quality and standardized operations. Products that meet quality standards such as the True Original Cut standard gain stronger market recognition and easier access to channel resources.

2. Business opportunities: JD has launched the Domestic Quality Beef Support Initiative, with its first pilot located in Yangxin, Binzhou, Shandong Province. The initiative will select key supported enterprises, help them refine product standards and build supporting infrastructure such as origin warehouses. Qualified high-quality beef processing factories can apply to join the initiative and connect with JD’s supply chain and channel resources.

3. Insights for digital and e-commerce transformation: Factories can participate in JD’s co-construction origin projects, leverage JD’s supply chain, marketing and channel resources to open direct origin-to-consumer supply chains, and connect production directly with end consumers. This allows factories to move beyond the traditional model of only handling production without direct market access, drive scaled industrial development, increase overall revenue, and help local industries transform from "raising good cattle" to "selling good cattle".

This article sorts out current pain points and future trends in China’s beef industry, and outlines clear development directions for industry-focused service providers. Key takeaways are as follows:

1. Industry trends: China’s total beef consumption will exceed 10 million tons by 2025, continuing its upward trajectory. Consumption upgrading is pushing the entire industry toward higher quality, stronger branding and standardized operations. There is substantial market room for nurturing high-quality domestic beef, and demand for professional industrial services from upstream and downstream industry players is rising steadily.

2. Core pain points of industrial clients: The industry suffers from issues including unclear cattle breed origins, product adulteration, mislabeling and false marketing. Most small and medium-sized merchants generally lack capabilities in standard development, e-commerce operation and channel expansion, and do not have a complete full-link quality control system. These constraints on merchant growth create significant market opportunities for service providers.

3. Growth opportunities for service providers: As JD rolls out its Domestic Quality Beef Support Initiative, it requires local service providers to support merchant development and operation. Service providers can partner with JD’s support system to offer standard development, operation and marketing services for beef merchants, participate in building comprehensive merchant service centers, and access stable business growth opportunities.

This article introduces JD Fresh’s latest strategic布局 in the beef industry, offering multiple actionable insights for other fresh food platform operators. Key takeaways are as follows:

1. Core industry demands for platforms: China’s beef industry currently faces widespread pain points including pervasive quality problems, difficulties in brand building and channel expansion, and insufficient operation capabilities among merchants. The industry needs a leading platform to take the lead, work with industry associations and local governments to build a full-chain communication and service platform, roll out unified quality standards, and empower merchant growth across all dimensions.

2. Referenceable best practices: Platforms can launch targeted industry support initiatives, build a long-term support ecosystem covering five dimensions: standard development, commercial infrastructure construction, merchant development, channel expansion and brand building. They can also deepen origin co-construction to build comprehensive merchant service centers integrating investment attraction, merchant development and supply chain operation, to empower growth for merchants in industrial clusters.

3. Insights for risk mitigation: Industry-wide quality problems erode consumer trust in the entire category. Platforms can proactively introduce strict quality standards and build full-link quality control systems, which not only protects consumer rights but also mitigates platform trust risks stemming from industry chaos, while stimulating consumption and driving the platform’s own business growth.

This article discloses new developments and unresolved problems in China’s domestic beef industry, as well as a new platform-enabled industrial business model, offering high reference value for industrial research. Key insights are as follows:

1. New unresolved industrial problems: China’s beef consumption continues to grow, with total consumption set to reach 10.812 million tons by 2025. Amid consumption upgrading, consumers are raising their requirements for beef quality, but the industry is still plagued by widespread problems including unclear cattle breed origins, product adulteration, mislabeling and false marketing, which seriously constrain the industry’s standardized, high-quality development. Resolving these pain points is an urgent priority for industrial transformation and upgrading.

2. new trends in industrial upgrading: A new development model has emerged, led by industry associations with participation from leading fresh food retail platforms, working with local governments and upstream and downstream industry stakeholders to jointly nurture high-quality domestic beef. This represents a completely new attempt to upgrade China’s beef industry to higher quality standards.

3. A new business model for industrial empowerment: A new full-chain empowerment model has been explored, led by a leading platform working with multiple stakeholders, covering standard development, merchant development, channel marketing and brand building. The first pilot project has been launched, verifying the path of enabling local industrial development via direct origin supply. At the same time, the True Original Cut quality standard introduced by the leading platform fills gaps in existing quality standards for certain segments, pointing to a new direction for standardized industry development.