Joybuy扛起出海大旗，刘强东在欧洲明牌了

Core Insights - JD's cross-border e-commerce platform Ochama has officially ceased operations in Europe as of August 23, 2025, with user data migration starting from August 15, 2025 [1] - The closure is part of a brand upgrade strategy, integrating Ochama into another cross-border brand, Joybuy, which will now focus on six core European countries [1][2] - Joybuy's strategy reflects JD's approach to consolidate resources and reduce operational costs while aiming for efficiency in cross-border business [2][3] Business Strategy - Joybuy is accelerating its return to mainstream European markets, having recently launched in France and planning to enter Germany soon [2] - The integration of Ochama into Joybuy allows JD to lower fixed costs and focus on its core strengths in supply chain selection, online operations, and cross-border logistics [3] - The move to consolidate brands is seen as a way for JD to clarify its overseas business direction and enhance its chances of survival in the competitive European market [3] Historical Context - Joybuy has undergone multiple strategic iterations since its launch in 2015, transitioning from a pure online platform to a B2B cross-border model and back to a self-operated model [4] - Previous attempts to establish a foothold in Europe faced challenges due to high operational costs and cultural differences, leading to the closure of Joybuy in 2021 and 2022 [4] Market Positioning - JD's investment in CECONOMY indicates a strategic shift towards leveraging existing local resources and customer bases rather than competing directly with major players like Amazon [5] - The strategy of "one advance, one retreat" involves consolidating operations in core markets while reducing exposure in less favorable areas [6] - By integrating Ochama into Joybuy, JD aims to build a localized e-commerce ecosystem in Europe, enhancing delivery capabilities and service efficiency [6] Competitive Landscape - Joybuy's success in Europe will depend on its ability to differentiate itself from competitors like Amazon, Temu, and local giants such as Otto and Cdiscount [7] - The European e-commerce market is diverse, with varying consumer habits across countries, necessitating a tailored approach for Joybuy to capture market share [7]