During the 2025 SIAL International Food and Beverage Exhibition, the Argentine Beef Promotion Institute (IPCVA) and JD Supermarket (hereinafter referred to as “JD”) officially signed a strategic cooperation agreement. The two parties will work together to promote high-quality Argentine beef in the Chinese market through digital channels. This signing ceremony marks a deep collaboration between the Argentine beef industry and China’s leading e-commerce platform, paving a new path for premium beef products to enter Chinese households.

 

Pictured: Signing Ceremony of the Strategic Promotion Partnership between the Argentine Beef Promotion Institute and JD Supermarket.

 

 

According to the agreement, JD will launch a dedicated premium section for Argentine beef on its platform, offering high value-added products such as tomahawk steaks, ribeye steaks, and vacuum-marinated beef to Chinese consumers. Leveraging its 24-hour logistics network covering 90% of China, JD will ensure efficient delivery services.

 

The cooperation further extends to multiple dimensions including big data sharing, joint marketing, and brand promotion. Through livestream sales, online barbecue festivals, and major campaigns like the “618” Shopping Festival, the two parties will collaborate with popular food bloggers and KOLs to reach younger consumer groups. Based on JD’s data on consumer preferences, regional distribution, and promotional performance, IPCVA will precisely refine its product strategy and market positioning.

 

 

Pictured: Georges Breitschmitt, President of the Argentine Beef Promotion Institute (IPCVA)

 

At the signing ceremony, Georges Breitschmitt, President of the Argentine Beef Promotion Institute (IPCVA), stated: “China is the most important export market for Argentine beef. This cooperation is not only an expansion of our sales channels, but also an upgrade of our brand value. We have entered a unique strategic space—this is not merely about bulk sales but about engaging directly with tens of millions of Chinese households and conveying the core values of Argentine beef.”

He further emphasized, “Through JD’s digital capabilities, we aim to communicate the health benefits and unique flavors of Argentine beef to families across China.”

 

Pictured: Li Ranxin, General Manager of JD Fresh Beef and Lamb Division

 

As the 47th-ranked company on the Fortune Global 500 list, JD boasts nearly 600 million active users. Li Ranxin, General Manager of JD Fresh Beef and Lamb Division, emphasized: “China’s demand for premium beef has been growing at an average annual rate of 15%. Consumers are placing increasing importance on product quality and traceability. JD will leverage its supply chain strength and traffic advantages to help Argentine beef expand from foodservice channels into household consumption, making it a regular presence in Chinese refrigerators.”

 

As China’s largest B2C e-commerce platform, JD has seen its fresh food category lead the industry in growth in recent years. This partnership not only opens new growth opportunities for Argentine beef but also offers Chinese consumers a wider range of high-quality protein options.

 

Data shows that Chinese consumers prefer Argentine beef cuts such as steak, rump heart, and tenderloin, while the main export volume is concentrated in frozen boneless forequarter beef. Currently, China accounts for 80% of Argentina’s total beef exports, though primarily in frozen products for foodservice. With a surge in demand among Chinese millennials for grass-fed, high value-added products, Argentina must break away from traditional export models and capture a larger share of the premium market.

 

 

 

Amid global trade fluctuations and intensifying export competition, this partnership highlights the commitment of China and Argentina to driving industrial upgrades through innovation. Riding the wave of e-commerce digitalization, Argentine beef is fast-tracking its entry into the Chinese consumer market. This not only injects new momentum into Argentina’s USD 3.672 billion beef exports to China but also brings Chinese households a broader selection of high-quality protein options. 

Pictured: The Argentine Beef Promotion Institute (IPCVA) showcases its 1,150-square-meter pavilion at the 2025 SIAL International Food and Beverage Exhibition, attracting buyers from across the industry.