JD.com has set its sights on the "hard currency" of elderly care

In search of more growth, JD.com is targeting more fresh fields.

On October 20th, JD.com held the 2025 Camel Milk Powder Industry Summit in Beijing. At the conference, JD.com released the "Safe Camel Milk Powder" quality verification and merchant management plan, which is a composite verification scheme, and signed contracts for Safe Camel Milk with nine leading brands, including Original Gold and Fengcao Pasture.

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

JD.com's consumer data shows that the number of online transactions for camel milk powder has exceeded 2.78 million, a year-on-year increase of 90%, indicating significant growth potential. From a global market perspective, the camel milk powder market size is expected to reach 97.7 billion yuan in 2024, with the Middle East as the core production area dominating global supply; the Asia-Pacific region has become a high-potential market, with China standing out with a 15% share.

According to data released by JD.com, the main consumers of camel milk powder in JD Supermarket are young and middle-aged individuals aged 26-55, as well as middle-aged and elderly people, with a balanced distribution across urban and rural areas, covering various groups such as the silver-haired population, small-town families, urban families, and small-town middle class. In terms of consumption scenarios, the demand for filial piety is prominent, with personal and family health supplement needs coexisting, and the demand for children’s consumption and gifting being important supplements.

However, for a long time, the camel milk powder market lacked a unified industry standard, and there have been long-standing issues of low-priced mixing and substandard products.

This time, JD Supermarket has launched a one-stop compliance verification initiative that includes factory inspections from the source, ingredient list verification, genetic testing, random sampling, and batch inspections. Only those that meet all standards can be awarded the "Compliance Certification" and enjoy the exclusive "Safe Camel Milk Powder" label for one year.

JD Supermarket has introduced the "Safe Camel Milk Powder" quality verification and merchant management plan, which is a composite verification scheme that provides brands with one-stop capability verification services from on-site factory inspections and product testing to online random sampling, ensuring product quality comprehensively and helping to purify the market environment.

The head of the beverage business at JD Supermarket stated that JD Supermarket will continue to leverage its platform advantages to lead the industry into a new stage of high-quality and sustainable development, ultimately achieving a win-win situation for consumers, brands, and the industry. In the future, with the implementation and promotion of the plan, as well as the participation of more brands, the camel milk powder industry will accelerate its transformation towards standardization and high quality.

In the verification process, JD Supermarket will strictly examine the accuracy of brand ingredient inputs, conduct product genetic testing using professional technology, carry out unannounced inspections periodically, and perform random sampling on products during sales, confirming from multiple links and angles whether the brand possesses its claimed "quality capability," ensuring the authority and fairness of the certification results.

After passing the verification, brands will be issued a "Compliance Certification" by JD or a third-party authoritative institution co-branded with JD, which will detail the quality selling points that have been passed and list the covered product categories, with a validity period of one year. This plan can bring tangible benefits to brands, with data showing that the conversion rate of certified products is expected to increase by more than 3% in absolute terms, with a month-on-month increase of about 10%-35%.

Under market selection, the industry landscape is also changing, with a significant decrease in the concentration of the online camel milk powder market's leading brands, intensifying competition among multiple brands, while policies and standards continue to tighten, leading to the accelerated elimination of non-compliant brands, significantly improving industry standards, and the new national standards are driving the industry from "barbaric growth" to "standardized cultivation." JD.com stated that 2025 marks the beginning of the JD.com Camel Milk Powder Quality Alliance, and JD.com will collaborate with various brands and inspection agencies to contribute to the healthy development of the industry