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京东正式将旗下全球购品牌升级为“海囤全球”。定位于“京东旗下全球直购平台”的海囤全球将专注原产地直购模式，加强自营直采、突出原产直购、京东配送优势。与品牌升级相伴随，近一年来，业务也在采购销售、品质管控、物流配送、售后服务四个方面持续升级。

京东大数据显示，跨境电商活跃消费者群体中，购买集中的品类仍然是快消品和耐用品，尤其是美妆、母婴、保健等产品购买频次特别高。这些消费者主要是80后、90后年轻女性，她们自身对商品质量有着强烈敏感度和品质需求。

Jingdong officially upgraded its global shopping brand to "Haidun global". Haidun global, which is positioned as "JD's global direct purchase platform", will focus on the direct purchase mode of origin, strengthen its own direct purchase, highlight the advantages of direct purchase of origin and JD's distribution. Along with the brand upgrading, in the past year, the business has been continuously upgraded in four aspects: purchase and sales, quality control, logistics and distribution, and after-sales service. According to JD big data, among the active consumer groups of cross-border e-commerce, fast-moving and durable goods are still the main categories to be purchased, especially cosmetics, mother and baby, health care and other products. These consumers are mainly post-80s and post-90s young women, who have strong sensitivity and demand for product quality.

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