JD.com founder Richard Liu has announced a new nautical brand focused on mass-producing yachts to make them accessible to ordinary consumers. The initiative includes significant investments in research, manufacturing, and services, with facilities in Zhuhai and Shenzhen. Liu envisions yachts entering households like cars, priced as low as 100,000 yuan.
Richard Liu, the founder of JD.com, China's largest online retailer, has launched a personal venture into the yacht industry. At a recent signing event, he revealed plans for a nautical brand that aims to democratize yacht ownership through large-scale production. The project encompasses research and development, manufacturing, sales, and after-sales support, with a production base in Zhuhai, Guangdong province, and headquarters in Shenzhen.
Liu emphasized that the brand will operate independently, managed by its own CEO, allowing him to maintain his focus on JD.com. Speaking to reporters, he stated, “I hope we can one day build yachts priced at 100,000 yuan (US$14,502), so they can enter households like cars do.” He added, “Yachts should be affordable for ordinary salaried workers and everyday consumers.”
This move comes amid growing interest in yacht tourism and the sector's expansion in China. According to a transport ministry official, newly registered vessels have made up more than half of the country's total fleet over the past three years. By the end of 2025, 9,850 yachts were registered, and officials anticipate continued growth over the next five years.
The initiative aligns with broader efforts to develop yacht industrial bases, as noted by industry associations. Keywords from the announcement highlight connections to the China Association of the National Shipbuilding Industry and yacht market growth in regions like Guangdong.