JD.com customers go for high-end quality

JD.com, China's second-largest B2C online platform by market share, said it plans to become the top online supermarket platform in terms of sales revenue, market share and consumer satisfaction within three years.

Last year, the online retailer saw a rapid growth of sales of imported goods and high-end goods. Also, food labeled healthy, organic or green had significant sales growth.

The company said it will further speed up the introduction of imported offerings, and plans to expand the volume of imported goods to three times the current amount within a year.

In the first six months, sales of imported cosmetics on JD.com surged 141 percent year-on-year, and imported food sales grew 140 percent over the same period last year. The website said that unlike physical supermarkets, the trend is obvious that consumers have moved upmarket online.

"For example, in dairy products, domestic brands like Mengniu and Yili dominate the sales of physical supermarkets. At JD's online supermarket, overseas brands like Devondale from Australia, and Oldenburger from Germany had remarkable sales," said Feng Yi, director of the JD.com supermarket.