11Street said on the 10th it will open an "11Street specialty zone" on "JD Worldwide," the cross-border e-commerce platform of China's "JD.com," and begin full-fledged operations of its China reverse direct-purchase business. With the opening of this specialty zone, 11Street sellers will be able to enter the Chinese market while reducing initial burdens such as shipping and marketing.
As of Oct. 2025, JD.com is a leading Chinese e-commerce platform with more than 700 million annual active consumers. Annual active consumers refers to the number of customers who purchased at least once in the past year.
The 11Street specialty zone appears on the JD Worldwide main screen alongside global e-commerce operators such as Amazon, Walmart and Rakuten. Users can also access the zone via search on the JD.com app, which has a daily active user (DAU) base of around 100 million.
Previously, in April, 11Street held a "global business briefing session" and has been recruiting sellers by disclosing the structure of the China reverse direct-purchase business and support policies to more than 170 brands. Thanks to these efforts, about 350 brand items across various categories—centered on K-beauty brands favored by Chinese consumers, as well as processed foods, health supplements, fashion, living, and baby products—are now available in the 11Street specialty zone. In line with JD.com's genuine-product sales principle, the lineup focuses on items from brand headquarters and official master distributors, and customers receive free shipping on purchases of 159 yuan or more.
To mark the opening of the specialty zone, 11Street is running a launch promotion through the 30th. In particular, because the promotion coincides with the "618 shopping festival," one of China's biggest shopping events, it is expected to enhance early exposure.
During the event, a "brand day" will run to introduce popular Korean brands daily and offer special deals. In the beauty category, Dongkook Pharmaceutical, Kim Jeong Moon Aloe, TONYMOLY and Scinic will participate. In addition, across a total of seven categories, Korean products targeting Chinese consumers will be showcased, including fashion brands such as J.ESTINA and Venus; health supplements such as Onnuri Pharmacy; processed foods such as CheongWoo Confectionery Co. and Hojungga; and living brands such as Allerman.
Purchase benefits have also been prepared. All buyers receive a 15% discount, applied as 30 yuan off for every 200 yuan spent. For first-time buyers in the 11Street specialty zone, an additional 5-yuan discount coupon will be issued to encourage initial conversions.
Shin Hyun-ho, head of strategy at 11Street, said, "We expect the 11Street specialty zone, which offers growth opportunities in the Chinese market for Korean sellers and a convenient shopping experience for Chinese consumers to purchase Korean products, to serve as a catalyst for revitalizing Korea-China e-commerce," adding, "We plan to continuously collaborate with JD.com to expand brands and product lines, actively roll out various promotions, and strengthen our service competitiveness."