JD Worldwide, the cross-border e-commerce arm of major Chinese online retailer JD, has launched an official account store on lifestyle and social e-commerce platform Xiaohongshu. Xiaohongshu users can now place orders through JD Worldwide’s store on the platform and receive the same delivery and after-sale services as they would buying directly through JD Worldwide. Products from more than 20 overseas brands such as cosmetics label Charlotte Tilbury and apparel maker Calvin Klein are on sale in the store. As the content-driven e-commerce trend takes hold in China, JD Worldwide is following the company’s domestic e-commerce business in leveraging social media platforms to help drive sales. [Ebrun, in Chinese]