Sou Hu Wang·2025-04-22 09:26Core Insights - The e-commerce industry is rapidly evolving, with platforms like JD.com exploring new low-price strategies to meet growing consumer demand in both urban and rural areas [1] Group 1: JD.com's New Initiatives - JD.com launched a new low-price channel called "JD Special Price" in January 2025, prominently featured on the app's homepage [1] - The "2 Yuan Free Shipping" event was introduced on April 22, focusing on high-frequency consumption categories like household cleaning and daily necessities, offering over 4,000 quality products at a price of 2 Yuan [1][2] - The event allows consumers to purchase products that typically sell for much higher prices, such as well-known domestic brands, at a significant discount [2][4] Group 2: Promotional Strategies - The promotional strategy includes a "direct discount + coupon" approach, where consumers can use a coupon to buy products at a reduced price, with most of the discount cost borne by JD.com [4] - The event operates on a "2-day promotion" mechanism, with fixed promotional days on the 2nd, 12th, and 22nd of each month, enhancing consumer engagement [5] Group 3: Market Impact and Opportunities - The "2 Yuan Free Shipping" initiative is seen as a growth opportunity for small and medium-sized brands, providing them with a platform to reach a broader audience [6] - A case study of a small business transitioning from export to domestic sales highlights the potential for increased orders and brand exposure through participation in the event [7] - JD.com aims to continuously optimize the "2 Yuan Free Shipping" initiative by introducing more quality products and enhancing value for consumers while supporting brand visibility [7]