Joy – the cutesy canine mascot of China’s biggest retailer by revenue, JD.com – can be seen all over China. It’s there on the sides of the countless delivery vans and bikes that zip across the country, bringing online orders to homes and offices in as little as nine minutes. It’s there in statue form at the entrance of the company’s 70 (and counting) estate of 7Fresh supermarkets, and 30 (and counting) company-owned malls. It’s there on the fascia of its hundreds of convenience stores, and smiles down from atop JD.com’s 30-hectare HQ campus in Beijing, home to 60,000 employees.

And it’s there, smiling out from the phone screens of the more than 700 million annual active customers that shop on JD.com – for everything from TVs to luxury handbags to cosmetics to furniture to fridges to toys to car parts to medicine.