JD.com has officially introduced its new in-house beverage brand, "7Fresh Coffee," during its third wine-tasting event held at the Rosewood Sanya. The company’s founder and Chairman, Liu Qiangdong, emphasized the brand’s commitment to using only fresh milk to deliver a fresher, tastier, and healthier coffee experience.

Liu stated, "7Fresh Coffee is dedicated to offering consumers premium coffee made exclusively with fresh milk. We are actively seeking partners nationwide to expand our footprint and elevate coffee consumption across China."

Positioned as a fresh milk-only coffee brand, 7Fresh Coffee has already debuted in Beijing, with plans to open 3–5 new stores weekly. By year-end, the brand aims to cover major urban areas in the capital.

The brand guarantees that none of its milk-based beverages contain non-dairy creamer or powdered substitutes. Instead, it prioritizes both nutrition and flavor by exclusively using fresh milk, which undergoes low-temperature pasteurization to retain more active proteins, enhancing both taste and nutritional value.

7Fresh Coffee sources its high-calcium fresh milk (4.0g protein and 130mg calcium per 100ml) from premium pastures in Ulanqab. The milk is expertly blended with IIAC gold medal-winning coffee beans to create a richer, more balanced coffee experience. Popular offerings include Fresh Milk Latte, Rose Fresh Milk Latte, and Pear Fresh Milk Latte, which have already garnered positive feedback.

In terms of expansion, 7Fresh Coffee is strategically growing its presence. Its first store, located at 7Fresh Kitchen, is operational, and the brand is steadily executing its store-opening plan. By the end of this year, it expects to achieve broad coverage in Beijing, with future availability in supermarkets, offices, restaurants, and hotels.

Embracing an open partnership model, 7Fresh Coffee is collaborating with leading coffee brands like MINI-CO Coffee to co-develop new products, such as Jasmine Fresh Milk Latte, while sharing supply chain resources. The brand is also inviting partnerships with various commercial spaces, including supermarkets, restaurants, and hotels, to broaden its reach.