On the evening of October 17, at the Qixian Brand Day event, JD.com partnered with the traditional Chinese medicine brand He Nian Tang to launch 14 co-branded health products, which include snacks, beverages, and daily necessities. The unveiling took place simultaneously at the Qixian store in Wanda Plaza, Beijing Dongba.

Since the beginning of this year, JD.com's private label products have seen a staggering 445% year-on-year growth in transaction volume, with the product range surpassing 600 items across all categories. In September alone, one out of every two Qixian orders included a private label item.

According to the sourcing team that developed these new co-branded products, the offerings focus on current consumer demands for health benefits like "moisturizing lungs and preventing dryness," "promoting relaxation and sleep," and "supplementing blood." These products create a versatile "on-the-go health replenishment station." For instance, the Huangjing ginseng explosive soft candy combines an intriguing taste with health benefits, transforming traditional nourishing ingredients into workplace "on-the-go supplements." The Ai Cao Danshen neck and shoulder hot compress intelligently merges heat therapy with acupoint care, while the Moonlight Aroma Crystal integrates the wisdom of traditional medicine with modern scent aesthetics, emphasizing emotional healing.

This is not the first collaboration between JD.com and a time-honored brand; earlier this summer, JD.com worked with another old brand, "Long Hu," on a series of essences. One of the soft candies from this series achieved over 100% month-on-month growth in sales within a month of launch, consistently ranking first in the candy category of Qixian for several months.