Japanese consumer products group Kao Group has formed a strategic partnership with China’s largest online direct sales company, JD.com.

Included in the deal is the opening of Kao Group’s cross-border flagship store on JD Worldwide in May, which will initially stock maternal and children’s products, with other product lines expected to be introduced later.

Founded in 1887, Kao Group owns a range of consumer brands including Attack, Biore, Laurier and Merries. JD.com started co-operating with Kao China in 2014 for categories covering baby and maternity products, personal-care items and cleaning products.

Leveraging JD.com’s bonded warehouse and self-built delivery network, customers of the new flagship store will be offered efficient delivery of Kao products directly from Japan.
“JD.com is known for its authentic products and efficient logistics network,” says Kao Group senior managing executive officer Toshiaki Takeuchi.

“The JD Worldwide platform will provide the safest and most reliable channel for Chinese consumers to buy Kao products, while helping group expand its reputation and footprint in the China market,” says JD.com FMCG business unit president Carol Fung.

Since launching in April last year, JD Worldwide has attracted brands and merchants from more than 40 countries and regions, and features more than 2.5 million SKUs from 2000 international brands.

With a history of more than 120 years, the Kao Group is engaged in business in Asia, Japan and Europe with bases in 33 countries and regions. It established a subsidiary in Shanghai in 1993.

JD.com has seven fulfillment centres and 213 warehouses in 50 cities across China, as well as 5367 delivery pick-up stations.