京东盯上了敬老“硬通货”

Core Insights - JD.com is targeting new growth areas by launching a quality verification and merchant management program for camel milk powder, aiming to enhance market standards and consumer trust [1][2]. Market Demand and Trends - The demand for camel milk powder is significantly driven by rising health awareness and the aging population, with online sales reaching over 2.78 million buyers, a year-on-year increase of 90% [2]. - The global camel milk powder market is projected to reach 97.7 billion RMB by 2024, with the Middle East as the primary supply region and the Asia-Pacific region showing high growth potential, particularly in China, which holds a 15% market share [2]. Consumer Demographics - The primary consumers of camel milk powder on JD.com are aged between 26 and 55, including middle-aged and elderly individuals, with a diverse urban distribution covering various demographics such as the elderly, small-town families, urban families, and middle-class consumers [2]. - Key consumption scenarios include elder care, personal and family health supplements, and gifting [2]. Quality Assurance Initiatives - JD.com has introduced a comprehensive verification process for camel milk powder, which includes factory inspections, ingredient checks, genetic testing, and random sampling to ensure product quality [2][3]. - Only products that meet all verification criteria will receive a "Compliance Certification" and the exclusive "安心驼奶粉" label, enhancing consumer confidence [2][3]. Industry Transformation - The camel milk powder industry is shifting towards standardization and high quality, with JD.com leading the charge to ensure compliance and eliminate substandard products [3]. - The introduction of the compliance certification is expected to increase conversion rates for certified products by over 3%, with a month-on-month improvement of approximately 10% to 35% [3]. Future Outlook - JD.com plans to establish a camel milk powder quality alliance by 2025, collaborating with brands and testing institutions to promote healthy industry development [4].