On April 10th, 2026 JD.COM Furniture "Green Emerald" Night High-end Salon was held in Yangshuo, Guangxi. At the event site, JD.COM officially released the strategic upgrade plan of "Green Emerald" in 2026. Representatives from dozens of brands, such as Natuzzi and TAZA, gathered together to witness this moment, and launched a number of furniture with exclusive, strategic cooperation and non-legacy masters in JD.COM.

The original design furniture market continued to grow, and the JD.COM platform performed brilliantly.

In recent years, the original design furniture market continues to expand, and consumers' recognition of high-end design and original brands continues to increase. According to the data of JD.COM, the turnover of JD.COM Trendy Goods Store design furniture has increased by more than 100% for three consecutive years. Up to now, JD.COM has introduced more than 400 imported and original design furniture brands such as STUDIO 9, GLAS ITALIA, Ferm Living and NORHOR, and more than 100 high-end imported home brands such as FLOS, MOORGEN and Eding. The arrival of these brands has enriched the product matrix of JD.COM furniture, and also provided consumers with more global trend home choices and more high-quality, efficient and convenient services. China International Furniture Expo believes that the rise of original design is becoming one of the driving forces of high-end home consumption.

A number of high-end new products were launched in the world, covering exclusive, strategic cooperation and non-legacy joint names.

At the event site, JD.COM Co-brand released a number of new products defining the trend of high-end life in 2026, covering exclusive models of JD.COM, strategic cooperation models and joint models of non-legacy masters. Italian high-end home furnishing brand Natuzzi Editions made its exclusive global debut in JD.COM with its 2026 blockbuster new Charme sofa. The sofa focuses on modular free combination and curve embracing design.

A number of ingenious products were also released at the scene, including the  "Shuang Yan Biyi Suqi Bed", "Weaving Ballad Chair", Chair PRO, HarmonyOS Zhixuan× Derucci "Sleeping Rubik's Cube HD Smart Bed" . China International Furniture Expo points out that the combination of intangible cultural heritage and design gives furniture a cultural temperature.

Strategic upgrade of "Green Emerald": flow support, mental penetration and full-cycle support of new products.

In 2026, the "green jade" strategy of JD.COM furniture will be fully upgraded. Relying on JD.COM Super Supply Chain, this strategy helps the brand achieve global growth from many dimensions, such as flow support, mental penetration and full-cycle support for new products.

On the traffic side, JD.COM provides the whole station tilt and exclusive rights, including the priority display of core category search, the exclusive entrance of imported and original design, the marking of products and shops, and the customization of high-end business details pages. It is worth mentioning that JD.COM Furniture will jointly create an exclusive list of "Green Emerald" with JD.COM Gold List, and rely on the authoritative credibility of JD.COM Gold List to expose green emerald certified products in core positions such as search result pages, search labels, product details pages, display advertisements and JD.COM leader board channels.

In terms of mental penetration, JD.COM will build a global communication system of "in-station+outside-station+offline", link TikTok, Xiaohongshu, video number and other content platforms to plant grass, strengthen professional endorsement through designer columns, accurately reach high-net-worth people, and deepen users' cognition of "buy high-end furniture, look at green jade first".

In terms of new product support, JD.COM will provide full-cycle support for new products of "Green Emerald". Provide exclusive venue and cold start traffic support at the launch stage of new products; The product growth stage relies on the authoritative list of JD.COM to achieve continuous and accurate exposure; In the hot-selling stage of products, we will promote cross-border cooperation with resources to achieve rapid start-up; In the long-term operation stage of products, users' word-of-mouth and repurchase operations are deeply cultivated to create evergreen explosions. At the same time, for high-end products with a price of more than 15,000 yuan, the deduction reduction policy will be supported.

JD.COM revealed that JD.COM will complete strategic contracts with more imported home furnishing brands, introduce famous foreign products into the China market, and build a global flagship store of imported furniture in JD.COM with a full range of products. In addition, JD.COM will solve the pain points of brand operation in an all-round way and promote the high-quality development of high-end home furnishing industry through the full link support such as Bright Plan, Trendy Goods Store position and original furniture committee.

Trendy Goods Store’s original furniture direct-sale flagship store is about to open.

In order to help the rapid development of domestic original design trend furniture, JD.COM has built a self-operated flagship store of Trendy Goods Store original furniture, which has covered dozens of domestic original designer brands. The store will officially open at 8: 00 pm on April 17th. During the opening period, a large amount of full discount coupons will be introduced: 500 yuan will be reduced for 10,000 yuan and 1000 yuan will be reduced for 15,000 yuan. PLUS coupons, subsidies and raindrops will also be superimposed, and the first three paying users can enjoy 50% cash back. Consumers can enter the venue to buy when they open the JD.COM APP.

The overall upgrade of JD.COM furniture "Green Emerald" strategy is not only a concentrated overweight of platform resources, but also marks a deep transition of high-end home consumption from "selling products" to "plastic ecology". Under the background that the original design market has doubled for three consecutive years, JD.COM has built a super platform connecting global design forces, intangible cultural genes and local original brands through traffic support, mental penetration and full-cycle new product incubation. The appearance of a number of exclusive first-time and non-legacy joint-name products highlights the initiative of commercial platforms in cultural heritage and design innovation; The opening of "Trendy Goods Store" self-operated flagship store makes excellent original design move from "minority aesthetics" to "mass quality life". JD.COM is not only committed to promoting China's high-end furniture to the world, but also will continue to deepen the layout of the furniture field, gather global design wisdom and ingenuity, and push China's furniture from "manufacturing" to "creation" and from "domestic leadership" to "global resonance" with a more forward-looking layout and more open ecology.