JD's Strategies Fuel the Development of Oral Care Appliances

In September 2025, JD officially released the three core strategies for the oral care appliance category. Guided by "ecological co-construction, marketing innovation, and service upgrading", these strategies aim to help brands break through growth bottlenecks and jointly build a new ecosystem for the industry.

With the theme of "Pooling Strength on JD, Winning the Future Together, Leading a New Chapter for the Industry", this conference brought together senior executives of leading brands including Usmile, Philips, Xiaomi, Oral-B, Laifen, Bayer, Saky and Panasonic, as well as industry experts, who conducted in-depth exchanges on topics such as development trends, user insights and product innovation.

Facing challenges such as low industry penetration rate and room for improvement in user experience, JD Home Appliances & Furniture has proposed the following strategic paths.

First, Ecological Co-construction to Expand a New Pattern for the Industry.
JD will collaborate with content platforms such as Xiaohongshu, Douyin and Bilibili to build a content-driven oral health ecosystem and boost category awareness. Meanwhile, it will refine the customer - product matching mechanism, launch convenient services like the "Consumables Manager", and strengthen the management of unbranded products to maintain a sound competitive environment.

Second, Marketing Innovation to Empower Brands with Efficient Growth.
Leveraging the "Lightning New Arrivals" IP and full-funnel marketing resources, JD will prioritize supporting mid-to-high-end new products to reach target users rapidly. It will provide full-cycle support spanning from brand exposure to sales conversion, driving breakthroughs in the market performance of brands.

Third, Service Upgrading to Create a Full-Process Experience.
By introducing value-added services and guarantee mechanisms such as "30-day free trial", "dental care subsidies" and "brush head repurchase subsidies", JD will cover all stages of the user journey—from selection and purchase to usage and repurchase. This will effectively lower the barriers to decision-making, and enhance user satisfaction and loyalty.

At present, JD has made positive progress in the oral care appliance sector: sales of mid-to-high-end electric toothbrushes have increased by nearly 20%, and sales of children’s electric toothbrushes have seen a year-on-year growth of nearly 30% in 2025. PLUS members account for 43% of the platform’s user base, and users in first- and second-tier cities make up over 50%, with the user structure continuously optimizing.

This conference clarified the direction for the coordinated development of the industry and deepened the cooperation model between brands and the platform. Going forward, JD Home Appliances & Furniture will continue to join hands with partners and advance the three core strategies in a coordinated manner, so as to jointly raise the market penetration rate of the oral care appliance category and provide Chinese consumers with higher-quality and more reliable oral health products and services.