European supermarket chain Lidl enters the Chinese market

On September 28th, the leading European chain supermarket Lidl announced that they had joined Jingdong in their plan to 'sell globally'. The overseas flagship store got online at the same time. This entry will be the first time Lidl has introduced its retail service to the Chinese market through cross-border, online commercial methods. People from within the industry believe that the fact that the foreign flagship store is joining Jingdong is another sign that the brand Jingdong is successfully growing in internationally. This is not only a step closer to the enrichment of imported product categories for Jingdong, it also meets the demand of Chinese consumers for high quality imported products. It also provides a powerful reassurance for other international brands looking to join with Jingdong in the future.