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JD.com's "Spring Dawn Plan" attracted millions of merchants last year, with new merchants growing by 57% year-on-year

JD.com's "Spring Dawn Plan" attracted millions of merchants last year, with new merchants growing by 57% year-on-year

News2026-01-06

JD.com released the 2025 "Chunxiao Plan" performance report, showcasing the achievements of JD.com in supporting and developing POP merchants over the past year.

Data shows that JD.com's "Spring Dawn Plan" has attracted over millions of new merchants to join, covering 400 cities and nearly 4,000 districts and counties across the country. With comprehensive support from multiple policies and benefits, the annual number of new merchants increased by 57% year-on-year. Categories such as home goods, automobiles, and fashion saw explosive growth in new merchants, with three-digit percentage increases in year-on-year growth rates. Meanwhile, nearly a thousand new merchants achieved sales exceeding 10 million yuan, while tens of thousands of new merchants surpassed 1 million yuan in sales. The platform has cumulatively saved new merchants over 10 billion yuan in marketing expenses.

JD.com's "Spring Dawn Plan," launched in early 2023, is a comprehensive support initiative for third-party merchants aimed at facilitating efficient growth for small and medium-sized businesses and those in industrial clusters through traffic support, technological empowerment, and operational simplification. The plan continues to improve in areas such as advertising subsidies, traffic support, and training systems, helping numerous new merchants successfully complete their cold startup phase.

In 2025, the "Chunxiao Plan" will be fully upgraded, introducing the "Three-Step Approach for New Merchants." This initiative provides targeted support to small and medium-sized merchants in three stages—product listing, volume growth, and leapfrog development—through measures such as advertising subsidies and access qualifications for marketing campaigns. Since its implementation, the platform's no-threshold red packet and new merchant incentive policies have collectively saved new merchants over 10 billion yuan in advertising costs, while boosting product listing efficiency by 40% and order fulfillment efficiency by nearly 30%.

In terms of funding, JD.com leveraged internal resources such as JD Insurance Brokerage and JD Allianz Insurance to innovate and upgrade the "Full Insurance Guarantee" benefit. By the end of 2025, this benefit had benefited hundreds of thousands of new merchants, cumulatively saving over 100 million yuan in startup capital.

It is reported that in 2026, the "Chunxiao Plan" will continue to leverage JD.com's strengths in supply chain, traffic, technology, and finance to further expand its recruitment scale and continuously improve the full-cycle growth path for new businesses.

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JD.com's "Spring Dawn Plan" attracted millions of merchants last year, with new merchants growing by 57% year-on-year