刘强东势在必得，京东Joybuy正式杀入欧洲市场

跨境派02-04

Joybuy将在3月上线苦等那么久，刘强东终于迈出了关键一步。消息显示，近日，知名零售巨头京东在英中商业论坛上与中英贸易协会（CBBC）正式签署了战略合作协议。根据协议，CBBC将携手当地优质企业与京东跨境电商展开合作，助力更多英国企业拓展中国市场。值得一提的是，论坛期间，京东官方还宣布，将在今年3月在英国正式上线其自营零售平台Joybuy，旨在为消费者提供种类丰富的高品质品牌商品。京东...

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href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260204154808a6d1cf47&s=b><strong>跨境派</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>Joybuy将在3月上线苦等那么久，刘强东终于迈出了关键一步。消息显示，近日，知名零售巨头京东在英中商业论坛上与中英贸易协会（CBBC）正式签署了战略合作协议。根据协议，CBBC将携手当地优质企业与京东跨境电商展开合作，助力更多英国企业拓展中国市场。值得一提的是，论坛期间，京东官方还宣布，将在今年3月在英国正式上线其自营零售平台Joybuy，旨在为消费者提供种类丰富的高品质品牌商品。京东...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260204154808a6d1cf47&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU1808992512.USD","symbol_name":"AB ALL CHINA EQUITY PORTFOLIO \"A\" (USD) 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market","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"86618":0.6,"89618":0.6,"09618":1.95,"JD":1.95},"content_text":"Joybuy将在3月上线苦等那么久，刘强东终于迈出了关键一步。消息显示，近日，知名零售巨头京东在英中商业论坛上与中英贸易协会（CBBC）正式签署了战略合作协议。根据协议，CBBC将携手当地优质企业与京东跨境电商展开合作，助力更多英国企业拓展中国市场。值得一提的是，论坛期间，京东官方还宣布，将在今年3月在英国正式上线其自营零售平台Joybuy，旨在为消费者提供种类丰富的高品质品牌商品。京东Joybuy将在3月正式上线 图源：AASTOCKS虽然还未正式上线，但京东Joybuy早已低调起跑，自去年4月起就相继在英国、法国、德国、荷兰、比利时和卢森堡开启试运营，同时还通过在当地建立仓储、物流和运营体系，为消费者提供包括当日达、次日达在内的快速配送服务。此前一名在法国的中国网友就分享了自己在法国签收京东快递的经历：“前一天晚上十一点多下单，今天早上七点就接到拿货通知。”法国京东物流次日达 图源：小红书事实上，这也不是京东第一次出海探索，早在2015年，京东就在欧洲上线Joybuy 1.0版本，开启首轮跨境布局。不过初涉海外的京东，彼时还没有摸透跨境市场的门路。对比同行能利用工厂直销、直邮包裹免税通道等方式打造低价优势，京东主营的3C数码产品很难复刻这类打法，叠加公司高层调整、战略变更以及疫情影响，2021年京东首战欧洲宣告失败。Joybuy首次关停 图源：京东次年，京东上线新零售品牌Ochama，接棒Joybuy继续在欧洲发展。二进宫的京东，这次选择将Ochama定位成线上线下全渠道零售品牌，同时产品不再局限于中国进口，而是“全球精选、本地运营”。虽然实体店最终没能成功铺开，但Ochama最终还是跑通了一套独特的电商模式：通过自动化仓库向包括英国在内的25个欧洲国家配送食品与非食品商品，并依托广泛的自提点网络运营。Ochama自提点 图源：Ochama三战欧洲电商市场值得一提的是，虽然对比Joybuy 1.0版本，Ochama从流水、业务规模上都算是比较成功的，但2025年8月，京东还是关闭了该品牌，并将用户数据和业务都转到去年4月重新上线的Joybuy 2.0版本上，京东第三次欧洲征程由此拉开序幕。Ochama并入Joybuy 图源：m.ochama对此，不少人表示惋惜，觉得Ochama倒在“最有潜力的时刻”，但实际上，京东这一步是经过慎重考虑的。一方面，Ochama更像是京东在欧洲市场探索阶段推出的平台，通过线上线下融合模式、多市场运营、高频商品促销等方式，积累欧洲各市场消费者的购物习惯、品类偏好等数据；另一方面，Ochama在品牌知名度和市场份额上面临挑战，而Joybuy作为京东更成熟、名称更易传播的跨境“老将”，显然是深耕欧洲的更优核心载体。因此，关停Ochama重启Joybuy，本质是京东优化资源配置、聚焦核心品牌的战略升级。Joybuy英国站 图源：Joybuy从当前布局来看，京东三战欧洲零售市场，核心主要完成三大关键转向。首先，从此前覆盖的25个市场全面收缩，聚焦英国、德国、法国等六大核心国家，以阵地精简为本地化深耕筑牢基础；其次，从Ochama主打食品、日用品等高频消费品类，转向全品类布局，侧重电子产品、家电等高毛利核心类目，提高盈利能力。最重要的一点是，Joybuy誓要将Ochama时期没跑通的全渠道零售业务落地。目前京东正在全力推进对德国零售巨头Ceconomy的收购，如果一切顺利，京东有希望拿下Ceconomy旗下MediaMarkt与Saturn两大品牌、超1000家线下门店资源、海量用户数据、以及成熟的本地供应链和物流网络，为全渠道零售提供关键支撑。京东收购Ceconomy图源：京东总而言之，Joybuy下月正式上线英国，既是京东三战欧洲的关键落子，也是其沉淀十年出海经验后的全力冲刺。依托成熟供应链、本地基建与全渠道布局，这场蓄谋已久的发力，或将改写京东在欧洲跨境市场的格局。作者 | 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