Richard Liu, founder of JD.com, has introduced a new nautical brand with the ambitious aim of mass-producing yachts to make them affordable for ordinary consumers in China. This initiative involves significant investments in research and development, manufacturing, and after-sales services, with plans to establish a manufacturing base in Zhuhai and a headquarters in Shenzhen, a major technology hub. Liu emphasized his vision of reducing the cost of yachts so they can be accessible at a price point around 100,000 yuan (approximately $14,502), similar to that of cars, aiming to integrate yacht ownership into everyday life for average salaried workers.

The proposal comes at a time when the Chinese yacht market is showing strong growth, with newly registered vessels accounting for more than half of the country’s total fleet in recent years. By 2025, it is anticipated that nearly 10,000 yachts will be registered, showcasing a growing interest in maritime leisure activities among Chinese consumers. This trend reflects a shift in consumer behavior as residents of China show increasing ambitions for luxury and lifestyle goods, aligning with broader economic developments in the region.

Liu's personal investment in this venture signals a broader trend among billionaires investing in luxury leisure markets, even while he maintains his role at JD.com, China’s largest online retailer. The independence of the yacht brand's operations, led by its own CEO, indicates a strategic move to balance Liu's existing commitments while tapping into a burgeoning market that blends technology, mobility, and lifestyle. The implications of this venture could reshape leisure norms in China, promoting a maritime culture and expanding the notion of ownership beyond traditional categories.