From Research to Shelf — How Detective No.55 Built Its Low-GI Market on China’s Leading E-Commerce Platform

Low-GI food is emerging as a new growth driver in China’s health consumption market. According to a report by China International Business Daily, China’s low-GI food market reached RMB 176.2 billion in 2024, with annual growth exceeding 10%. Policy signals continue to strengthen, from the Healthy China Action to the draft national standard for GI measurement and labeling.

JD.com: China’s Largest Brand E-Commerce Platform

For overseas partners, understanding Detective No.55’s online performance requires context on China’s e-commerce landscape. JD.com is China’s largest brand e-commerce platform, with full-year revenue of RMB 1,309.1 billion in 2025 and over 700 million annual active users. Unlike platforms driven by low-price competition, JD.com‘s strength lies in its supply chain capabilities, giving it a dominant position in quality consumption and branded products. For overseas brands looking to enter the Chinese market, JD.com is a key channel for validating product strength.

Detective No.55’s Performance on JD.com

Detective No.55 joined JD.com in September 2023. Since then, the brand has built its online presence around a “research-to-shelf” full-industry-chain approach. Online channels — including content commerce and shelf-based e-commerce — currently account for over 50% of total brand sales.

On JD.com, Detective No.55’s low-GI product line spans staples, snacks, and instant beverages. The brand’s core product — Low-GI Oat Bran — has remained the highest-selling single item across all channels since its launch in 2022. Low-GI Original-Cut Apple Crisps, Low-GI Chia Seed Oat Protein Bar, and Low-GI Whole Wheat Buckwheat Biscuits have also built steady repeat purchase momentum online.

A JD.com representative noted that platform sales data shows the low-GI healthy eating trend is irreversible and has become a new growth point in food consumption. “For retail channels, this is a new window to build consumer mindshare.”

Full-Chain Capabilities Behind Online Performance

Detective No.55’s online channel performance is underpinned by full-chain capabilities from R&D to production. The brand runs a joint low-GI R&D center with the Institute of Food and Nutrition Development under the Ministry of Agriculture and Rural Affairs, and operates self-owned factories at raw material origins, controlling everything from sourcing and formulation to production. To date, Detective No.55 has launched over 40 product lines and 100+ specifications, covering breakfast, lunch, dinner, snacks, and leisure scenarios.

Brand owners and distributors welcome to inquire.

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Note: Some content in this article is cited from a report by China International Business Daily.