JD and Zhang Xue join hands to redefine the motorcycle consumption experience.

The domestic motorcycle community has not been this excited for a very long time. 

At the end of March this year, Zhang Xue Motorcycle won the championship in the WorldSSP class of the WSBK Portuguese round, breaking the long-term monopoly of foreign brands on the title, and overnight pushed the name "Zhang Xue" from the niche motorcycle circle to the top of national trending search lists.

Within 100 hours after winning the championship, orders for Zhang Xue Motorcycle surged sharply, with some models jumping by about 200% month-on-month, and deliveries of popular models have been scheduled to the middle of the year. Data from JD also shows that after the championship, the search volume for "Zhang Xue Motorcycle" skyrocketed by more than 160 times year-on-year, and the search volume related to "motorcycle" and "sport bike" even increased by more than 5 times year-on-year.

Scarcity of supply has for the first time become the norm for domestic high-performance sport motorcycles. Before the hype over the championship faded, another cooperation news came out: On September 19, on the opening day of the 24th China International Motorcycle Expo, JD Auto and Zhang Xue Motorcycle announced the launch of in-depth strategic cooperation.

On the day of the signing, the official JD self-operated flagship store of Zhang Xue Motorcycle was officially launched, offering a wide range of products in the first phase including the Zhang Xue Motorcycle MX250 off-road motorcycle, brand peripherals and official maintenance products. Users who purchase Zhang Xue Motorcycle products on JD can also enjoy one-stop services provided by JD such as financial installment, whole-vehicle distribution, and doorstep delivery and installation.

The first reaction of consumers is that Zhang Xue Motorcycle has added another sales channel for motorcycles. But in fact, Zhang Xue Motorcycle has previously built a sales network covering offline stores and its own online channels, and the service closed loop of offline experience and in-store delivery has been fully verified.

If you break down the cooperation chain between JD Auto and Zhang Xue Motorcycle, you will find that things are far from that simple.

In the inherent model of traditional motorcycle e-commerce, the transaction chain is lengthy and information lags behind. Data is fragmented between platforms, dealers and factories. After users pay, they can only passively wait for the production scheduling progress, logistics trajectory and delivery time.

Zhang Xue Motorcycle and JD have changed this rule of the game. The two sides have realized deep direct connection of order systems, which means that placing an order on JD locks the user's position in the official production scheduling sequence. In this cooperation, JD does not simply provide inventory consignment services, but acts as a hub for production and marketing coordination.

After the vehicle rolls off the production line, the heavy-asset fulfillment process is undertaken by JD. Relying on its logistics network, the vehicles are inspected and then directly transported, basically assembled and delivered to users' homes under JD's overall arrangement. Subsequently, JD can also provide local service providers to solve the vehicle registration procedures for users in a one-stop manner, building a complete service closed loop covering online ordering, direct-connected production scheduling, doorstep delivery and compliant license registration. More importantly, the after-sales service has been greatly upgraded.

After picking up the vehicle, users can not only enjoy the original factory warranty of Zhang Xue Motorcycle, but also access JD's offline auto maintenance stores and on-site technician services, getting dual after-sales guarantees.

JD has made huge investments in all these efforts. Behind its determination to enter this sector is the subtle upgrading and transformation that China's motorcycle industry is undergoing.

From January to July 2026, the sales volume of fuel motorcycles in the Chinese market reached 3.13 million units, a year-on-year increase of 2.7%. Under the steadily growing market scale, the consumption structure is also changing quietly. According to data from the China Motorcycle Chamber of Commerce, the sales volume of large-displacement leisure motorcycles above 250cc in China increased by 23% year-on-year in 2025. A large number of young users are pouring into the market, and motorcycles are evolving from a means of transportation to multi-attribute products for commuting, entertainment and interest-based consumption.

Behind the prosperity, the lag of the service system has become the biggest short board.

The country's motorcycle ownership of about 100 million units supports a hundred-billion-level comprehensive after-sales market. However, by 2023, there were only about 1.2 million motorcycle maintenance technicians nationwide, and maintenance talents for sport bikes are even scarcer. The growth rate of talents is far behind the growth rate of motorcycle ownership. In addition, offline motorcycle outlets are sparse, leading to mismatch between supply and demand. In some regions, users even have to wait 48 hours for maintenance response, and phenomena such as counterfeit spare parts and shoddy products passing off as good ones are not uncommon.

In the past, motorcycles were cheap means of transportation, and users could tolerate a certain degree of delay for two days, slightly higher prices, or mismatched spare parts. But in recent years, especially after the explosion of Zhang Xue Motorcycle that drove the domestic large-displacement leisure motorcycle track, users are no longer buying just a means of transportation, but an experience: the vehicle must be delivered on time, maintenance must be transparent, problems must be solved in time, and spare parts must be genuine.

These demands are highly dependent on heavy offline investment.

Back to this cooperation between JD and Zhang Xue Motorcycle, Zhang Xue Motorcycle has a complete system of self-operated stores and mini-program direct sales, and does not lack vehicle sales entrances. However, the continuous growth of brand sales requires strong support from service and after-sales networks. Relying on the brand's self-operated stores to expand slowly cannot keep up with the explosive growth at all, while relying on traditional repair stalls is too scattered and difficult to guarantee quality.

The reason why JD was selected is not just its traffic. Over the past ten years or more, from the transportation capacity of self-operated logistics, to the expansion of JD Auto maintenance stores, and then to the establishment of the on-site service team for electric two-wheelers, JD has successfully built a set of hardcore capabilities covering supply chain, logistics fulfillment and standardized services.

These capabilities may not seem impressive when taken alone, but when combined, they exactly fill the most scarce piece of the puzzle in the motorcycle industry: packaging non-standard, dispersed after-sales services into predictable and standardized delivery experiences.

Zhang Xue said frankly in an interview, The participation of JD brings new vitality to the industry, and users in any region can enjoy the same service experience as if there is a physical store nearby.

JD Auto strives for one-stop experience through high-quality services

The time point when JD entered the mobility sector is earlier than most people think. Starting from 2012, JD has been making layouts in this field, successively entering the sectors of automobiles, two-wheelers and auto maintenance, and motorcycles are an inevitable link along this long industrial chain. The underlying logic of JD Auto's business has never changed since day one: it will not act as a traffic intermediary, but use its platform capabilities to solve users' real pain points in the whole process of buying, using and maintaining motorcycles in a one-stop manner.

After more than ten years of development, JD's layout in the mobility service sector has formed a full life cycle network.

Huge user assets, mature transaction systems and brand trust form the transaction base for JD to undertake large-value consumer goods such as mobility tools; the value of self-operated logistics is not limited to delivering the vehicles, but also can undertake basic preparation, assembly and delivery, which is a barrier that ordinary express networks cannot easily replicate.

The real heavy investment lies offline. By 2026, JD's auto maintenance stores for four-wheel vehicles have exceeded 4000, covering more than 1200 districts and counties; the on-site service network for two-wheelers has expanded to more than 420 cities, forming a dual-track fulfillment capability combining in-store and on-site services.

Going a step further, JD is trying to expand beyond the traditional buying and selling relationship: self-operated electric bicycles support delivery with pre-registered license plates, and motorcycles can be assisted with license registration in some regions, with value-added services such as motorcycle insurance gradually being accessed.

After the service scale reaches a certain level, JD is also trying to develop deeper and more hidden services: feeding back the identified user pain points to the supply side to help vehicle manufacturers iterate and upgrade their products.

Among all these efforts, the core has always been after-sales service. It is slow, asset-heavy and not easy to publicize, but it is the core that determines the reputation and life cycle of a mobility brand.

However, the heavy investment in this business cannot even be afforded by leading new power brands: a certain automotive brand that operates about 600 self-operated stores nationwide finally adopts a large number of authorization models in the sheet metal after-sales sector with the highest user frequency. It is not that they do not want to operate self-owned stores, but that the accounts cannot break even.

JD has chosen a completely different path. Service has long been embedded in the DNA of this enterprise. From JD Auto Maintenance to on-site two-wheeler repair, the company has always been solving user pain points in an almost paranoid way to pursue better experience.

Nowadays, this persistence is being quickly replicated to the motorcycle sector.

It is understood that JD is forming a fully self-operated motorcycle on-site technician team, with full-process independent control from recruitment, training to management. To adapt to the current boom of large-displacement and sport bikes, the team has even reserved certified technicians from international motorcycle brands.

The explosive growth of the motorcycle business is inseparable from the extension of capabilities accumulated by JD Auto over years of development.

JD has been deeply engaged in the electric bicycle category for many years, and has verified the full-link closed loop from online ordering, compliant license registration, to large-item distribution, on-site installation and after-sales maintenance. The underlying logic of applying this set of experience to the motorcycle business is highly consistent. Both are large-sized commodities that require high compliance support, strong local service capabilities and high-frequency after-sales services, and the only differences lie in displacement and technical complexity rather than the essence of the business structure.

In addition, JD's four-wheel vehicle maintenance stores also provide valuable initial support for the motorcycle business. Some core large stores have reserved physical space for motorcycle modification and maintenance. The standardized process of auto maintenance, station management logic and spare parts supply chain can be directly used for two-wheeler business after appropriate adaptation.

What Zhang Xue Motorcycle really needs is to translate the traffic dividend brought by the championship into sustainable user reputation. The key to the success of this new competition lies precisely in after-sales and services.

So what can JD provide? A set of standardized service chains that have already been fully verified. From direct connection to the production scheduling system, large-item fulfillment and distribution, to on-site maintenance and spare parts traceability, Zhang Xue does not need to build everything from scratch, and can directly access the system. Under this newly reached cooperation model, JD's self-trained after-sales technician team will also go deep into Zhang Xue Motorcycle's factory for special training in the future, to get familiar with the vehicle structure, fault characteristics and maintenance specifications, and further improve the precision of JD's after-sales service capabilities.

This is not a one-sided borrowing of channels, but two brands bringing their respective strengths together to form a more complete industrial layout.

China's motorcycle market is shifting from a focus on transportation tools to a focus on leisure experience. The rule of the experience economy is that users do not pay for parameters, but for certainty. Whoever can provide certain delivery, certain services and certain after-sales support will get the ticket for the next stage of competition.

In this industrial transformation, Zhang Xue Motorcycle and JD Auto have taken the first step, but they aim to achieve more. Zhang Xue has stated that the brand aims to capture 50% of the market share of traditional international brands within 5 years; JD is comprehensively reshaping the motorcycle consumption experience through self-operation, and is expected to go deep into motorcycle events and integrate into user communities, further extending its platform capabilities from transactions to content and communities.

What these two brands are doing is not dividing the existing cake, but trying to expand the industrial cake first, so that more people are willing to buy and ride domestic large-displacement motorcycles. This road is not short, but the direction is already clear.