Sou Hu Cai Jing·2025-11-01 02:46Core Viewpoint - JD.com has launched a new live streaming program called "JD Home Appliances and Furniture Price Comparison Class," aimed at enhancing price transparency and engaging consumers in real-time price monitoring, reflecting its commitment to a low-price strategy [1][2][3]. Group 1: Live Streaming Initiative - The live streaming event on October 28 attracted over 600,000 viewers, showcasing major appliance brands and offering a "price comparison reward" of 1 million yuan for users who identify higher prices on JD.com compared to other platforms [1][2]. - Users can directly connect with the live stream to report price discrepancies, creating a transparent supervision mechanism that encourages active consumer participation [2][3]. - The initiative has already proven effective, with users reporting price differences and receiving rewards, highlighting the engagement and excitement generated by the event [2][3]. Group 2: Competitive Pricing Strategy - JD.com is positioning itself in a highly competitive e-commerce landscape where low prices are essential for attracting consumers, especially as online traffic growth slows [1][3]. - The company emphasizes its commitment to providing competitive prices, as demonstrated by significant price differences between JD.com and other platforms for various products [3][4]. - The "price comparison reward" initiative has sparked interest from other platforms, indicating its potential impact on the broader e-commerce market [3][5]. Group 3: Consumer Engagement and Brand Support - The participation of brand representatives during the live stream reinforces the industry's support for JD.com's low-price commitment, with brands like Midea and Haier actively engaging with consumers [5][6]. - A survey indicated that 79.7% of consumers prefer browsing JD.com for new products, showcasing its strong brand presence and consumer trust in the platform [4][6]. - The establishment of a 5 million yuan "price guarantee fund" by brands like ZhiHuaShi further solidifies JD.com's position as a leader in price competitiveness [5][6]. Group 4: Long-term Strategic Focus - JD.com's low-price strategy is deeply rooted in its operational philosophy, with the founder emphasizing the importance of providing real savings to consumers [7][8]. - The company has made low pricing a central focus of its retail strategy for the next three years, aiming to enhance its competitive edge in the quality e-commerce sector [7][8]. - Recent data shows a significant increase in active users and sales across multiple categories, particularly in home appliances, indicating the effectiveness of the low-price strategy during the current shopping season [8].