Hua Er Jie Jian Wen·2025-10-29 10:08Core Insights - JD's discount shopping brand Jingxi has achieved significant growth in its two years of operation, aiming for a tenfold increase in transaction volume by 2025 and acquiring 150 million new users, currently serving 370 million users [1][4] - Jingxi's strategy focuses on a differentiated approach to low pricing, emphasizing quality and service alongside affordability, which is termed as "low price with a bottom line" [1][2] - The brand targets lower-tier markets and employs a dynamic exposure strategy based on user behavior, reflecting its unique positioning within JD's ecosystem [1][2] Business Model - The core role of industrial factories in Jingxi's business model is highlighted, aiming to break the cycle of low profitability by allowing factories to focus on manufacturing while Jingxi manages operations, logistics, and after-sales [2][3] - Jingxi has launched six major business initiatives this year, including "export to domestic sales," which has helped nearly 2,000 foreign trade enterprises sell 150 million orders, marking a 12-fold year-on-year increase [2][3] User Engagement and Growth - Jingxi has played a crucial role in user acquisition, particularly among users from lower-tier markets, with a higher proportion of female users [3][4] - User retention and repurchase rates have shown a consistent upward trend since the brand's inception, with an increasing number of users making subsequent purchases from other JD segments [3][4] Future Goals - Looking ahead, Jingxi aims to attract an additional 150 million new users for industrial factories, increase the number of industrial products to 3 million, and support 500,000 factories in achieving stable sales over the next three years [4] - The brand seeks to balance low pricing, quality, and sustainability in its long-term strategy [4]