Zhong Jin Zai Xian·2025-09-15 07:42Core Insights - The back-to-school season has become a sales peak for the student consumer market, with IP co-branded products capturing significant attention this year [1][6] - JD's subsidiary, Jingxi, has effectively integrated its IP resources and supply chain to meet diverse consumer needs, offering a range of products including stationery, bags, digital devices, and apparel [1][17] - A live-streaming event on September 10 showcased the production process of IP products, addressing consumer concerns about quality and driving sales [1][3][5] Sales Performance - The live-streaming event lasted 14 hours and generated 120,000 orders, with sales of student tools increasing over 8 times compared to daily averages [5] - The event attracted over 1.5 million viewers, with peak online participation exceeding 10,000 [5] Product Offerings - Jingxi's product offerings are tailored to different student age groups, with elementary students favoring fun stationery and college students preferring trendy products suitable for dorm life [6][10] - Notable products include Disney-themed stationery and digital devices that appeal to both functionality and aesthetics [8][10] Merchant Growth - Merchants have experienced significant growth, with some reporting sales increases of 192% month-over-month in August and 473% in the first week of September [13][14] - The strategic focus on specific consumer needs has allowed merchants to effectively leverage IP resources for sales growth [11][16] Strategic Approach - Jingxi's strategy involves not just selling IP products but also empowering merchants through market insights and risk-sharing partnerships [17][18] - The company aims to create a comprehensive ecosystem that connects consumer interests with merchant growth, enhancing the overall value of domestic white-label products [18]