China Internet
JD.com 京东 Color Palette
JD red — the color of China's largest direct-retail platform.
JD's #E1251B red is the canonical Chinese e-commerce red, applied with the discipline of a fast-moving consumer goods brand. The mascot dog (Joy) wears the same red collar across every campaign. The red is calibrated slightly warmer than Coca-Cola's, signaling vitality and trust simultaneously — the qualities a self-operated retailer needs over a marketplace.
The palette
Copy as CSS
:root {
--jd-red: #e1251b;
--white: #ffffff;
--slate: #333333;
}Source: https://about.jd.com/ · As of 2026-05-03 · This page is an unofficial reference. Color values are factual sRGB hex codes and not subject to copyright; the JD.com 京东 name and any associated marks belong to their owner. Use support to request removal.
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