In search of new growth avenues, JD.com is setting its sights on fresh sectors.

On October 20, JD.com held the 2025 Camel Milk Powder Industry Summit in Beijing. During the event, JD.com introduced its "Assured Camel Milk Powder" quality verification and merchant management program, a composite verification initiative that involves signing agreements with nine leading brands including Original Gold and Fengcao Pastures.

The rise in health consciousness and the aging economy have spurred a significant demand for camel milk powder.

Consumer data from JD.com indicates that the number of online buyers of camel milk powder has surpassed 2.78 million, reflecting a year-on-year growth of 90%, showcasing its substantial growth potential. Globally, the camel milk powder market is projected to reach 97.7 billion RMB in 2024, with the Middle East as the core production area leading global supply; the Asia-Pacific region emerges as a high-potential market, with China notably accounting for 15% of this market.

According to data released by JD.com, the main purchasers of camel milk powder from JD Supermarket are young to middle-aged individuals aged 26 to 55 and senior citizens, evenly distributed across urban and rural areas, encompassing various demographics including seniors, small-town families, urban households, and small-town middle classes. Consumption scenarios prominently feature the need for filial piety, with personal and familial health supplementation demands coexisting, and children's usage and gifting needs as significant factors.

However, for a considerable period, the camel milk powder market lacked unified industry standards, leading to long-standing issues of low-priced adulteration and misrepresentation of quality.

To address this, JD Supermarket has launched a one-stop compliance verification initiative encompassing factory verification, ingredient list checks, genetic testing, random sampling, and batch inspections. Only those brands that meet all requirements will receive the Compliance Certification and the exclusive "Assured Camel Milk Powder" label valid for one year.

JD Supermarket's management of the food and beverage division stated that the platform aims to harness its advantages to lead the industry toward a new phase of high-quality, sustainable development, ultimately achieving a win-win for consumers, brands, and the industry. In the future, with the implementation and promotion of this initiative and increased brand participation, the camel milk powder industry is expected to accelerate its transition to standardization and high quality.

Regarding the verification process, JD Supermarket will rigorously assess the accuracy of brand ingredient inputs, conduct product genetic tests using specialized technology, and perform unannounced inspections periodically. Additionally, sampling will be conducted on products during sales, confirming the brand's claimed "quality capability" from multiple angles and ensuring the authority and fairness of certification results.

Once verified, brands will be awarded the Compliance Certification by JD or a jointly authorized third-party organization, detailing the quality highlights of approved products and listing the covered product categories, with a certificate validity of one year. This initiative is expected to provide tangible benefits to brands, with data showing that the conversion rate of certified products is projected to increase by more than 3%, with month-on-month improvements of approximately 10%-35%.

In response to market dynamics, the industry landscape is also evolving, with a noticeable decrease in the concentration of leading brands in the camel milk powder online market. Competition among multiple brands is intensifying, while policies and standards are tightening, leading to the accelerated elimination of non-compliant brands, significantly improving industry standardization. The new national standards are pushing the industry from "wild growth" to "standardized cultivation."

JD.com has stated that 2025 marks the beginning of its Camel Milk Powder Quality Alliance, where JD.com will collaborate with various brands and testing institutions to contribute to the healthy development of the industry.