Impressive! Liu Qiangdong Secures a Major Li Auto Deal, as Automaker Partnerships Keep Pouring In

Richard Liu is at it again—this time, JD.com has landed a major partnership with Li Auto.

On December 24, news broke that Li Auto’s official store would be exclusively available on JD.com’s platform, drawing plenty of attention online. That’s a big shift. Until now, Li Auto has relied heavily on its direct retail stores and its own app to sell vehicles, and it has rarely formed deep partnerships with third-party e-commerce platforms. So naturally, many people asked the same question: JD doesn’t build cars—how did it win this deal?

There’s more to this partnership than simply “selling cars online.”

The key point is that JD is aiming to build a full lifecycle service ecosystem for Li Auto owners—covering purchase, accessories, maintenance, daily use, and even trade-ins. In practical terms, it means customers can place an order for a Li Auto directly on JD, without needing to go out of their way to visit an offline store.

And the service doesn’t stop after checkout. JD is also packaging follow-up ownership services into the experience. For example, the partnership highlights integrated delivery-and-installation services for home charging equipment, reducing the hassle of coordinating separate installation teams. Owners can also participate in trade-in programs—for instance, exchanging older child safety seats and applying the value toward original Li Auto accessories. The message is clear: JD wants to make the entire process feel like a one-stop solution.

For many consumers—especially those who value convenience—this kind of “everything in one place” ownership model is extremely attractive.

JD’s strengths make this strategy easy to understand. With a nationwide logistics and warehousing network of over 3,000 warehouses, JD has the infrastructure to support responsive service coverage across many cities. That foundation also supports services like 24-hour assistance, which depends heavily on logistics reach and operational coordination.

On top of that, JD has built a wide offline service footprint through its JD Auto service stores, enabling standardized maintenance services, vehicle inspection checks, and clear service reporting that users can access when needed. JD has also signaled plans to expand dedicated new-energy vehicle service capabilities further, reinforcing its push into this segment.

In other words, JD may not manufacture cars, but it can make buying—and owning—a car feel closer to the ease of purchasing major consumer electronics. By leveraging what it does best—supply chain, warehousing, delivery, and service networks—JD offers automakers the operational support they often need most.

And that’s exactly why partnerships like this are so appealing.

It’s also worth noting that Li Auto is not JD’s first automaker partner. Over the past year, JD has reportedly worked with multiple brands, including BYD, GAC, XPeng, Changan, and battery giant CATL. According to platform figures cited in reports, JD’s new-energy vehicle category sales in 2025 saw year-on-year growth of up to 120%—a strong signal that the company is serious about scaling this business.

Still, JD’s automotive ambitions haven’t been free of controversy.

One of the biggest flashpoints was the earlier collaboration with GAC and CATL around the Aion UT Super, which reportedly triggered a wave of cancellations on its first delivery day. Complaints centered on mismatched expectations versus marketing, questions around battery rental plans that seemed attractive at first glance but raised concerns on closer inspection, and issues like invoice restrictions by region.

Those incidents led some observers to question whether JD’s automotive services could maintain consistency end-to-end. If problems can surface even in a jointly launched product, skeptics argue, could there be gaps in service coordination? And if more automakers plug into JD’s ecosystem, will buyers end up dealing with uneven pricing policies or inconsistent after-sales experiences?

Supporters see it differently. Many point to JD’s long-established reputation in service reliability and believe the Li Auto partnership could actually improve efficiency. They also argue that a lifecycle-based service model—if executed well—could be more flexible and customer-friendly than the traditional 4S dealership experience.

The fairest takeaway right now is simple: watch how it performs in real-world delivery.

If JD can genuinely streamline charging equipment installation, maintenance, and after-sales support at scale, then this partnership benefits everyone involved—JD, Li Auto, and consumers alike.

In the bigger picture, this move looks like a smart, mutually reinforcing play. JD positions itself as the “best-in-class enabler,” while automakers gain access to a powerful logistics-and-service backbone. Whether it fully delivers on the promise—and solves the pain points that matter most—will be decided by execution from here on out.