11st Opens Specialty Store on JD.com to Target China's Cross-Border Market

11st is partnering with China's major online platform JD.com to enter the Chinese cross-border shopping market.

On June 10, 11st announced the launch of its specialty store on JD.com's cross-border e-commerce platform, JD Worldwide.

The 11st specialty store will be featured on the main page of JD Worldwide alongside global e-commerce giants like Amazon, Walmart, and Rakuten. It will also be accessible through searches on the JD.com app, which has around 100 million daily active users.

With this new specialty store, 11st aims to reduce initial burdens such as shipping and marketing for domestic sellers looking to enter the Chinese market.

Currently, the 11st specialty store offers products from over 350 brands, focusing on K-beauty, processed foods, health supplements, fashion, home goods, and baby products.

To celebrate the store's opening, 11st will run a launch promotion until June 30. This coincides with one of China's largest shopping events, the '618 Shopping Festival,' aiming to attract local consumers.

During the event, brand days will be held to showcase popular Korean brands daily, along with special sales. All customers will receive a discount of 30 yuan for every 200 yuan spent, and first-time buyers at the 11st specialty store will receive an additional 5 yuan discount coupon.

Shin Hyun-ho, head of 11st's strategy group, stated, "We expect the 11st specialty store to serve as a catalyst for revitalizing e-commerce between Korea and China. We will continue to collaborate with JD.com to expand our brands and product offerings and enhance our service competitiveness."

According to the National Data Agency, the online cross-border shopping transaction volume last year reached 3.0234 trillion won, a 16.4% increase from the previous year. In the first quarter of this year, the transaction volume for domestic businesses also rose by 24.4% year-on-year to 1.0599 trillion won.