Sou Hu Cai Jing·2025-11-05 23:33Core Viewpoint - JD.com is aggressively pursuing a low-price strategy by implementing a "full network price comparison" initiative, rewarding users for identifying lower prices on other platforms, which is seen as a preparation for the upcoming Double Eleven shopping festival [2][3][5]. Group 1: Price Strategy - JD.com has introduced a reward of 1 million JD beans (approximately 10,000 RMB) for users who provide evidence of lower prices on other platforms, showcasing its commitment to price competitiveness [2][5]. - The initiative aims to reshape consumer perception of JD.com as a low-price platform, enhancing market share and user loyalty through direct price adjustments during live broadcasts [3][5]. - The "buy expensive double compensation" rule has been revised to lower barriers for price comparison, indicating JD.com's determination to compete on price in response to rivals like Pinduoduo and Taobao [10][14]. Group 2: Competitive Landscape - Other platforms, such as Douyin, are also focusing on low prices for the Double Eleven festival, indicating a broader trend in the e-commerce sector towards price competition [6][7]. - Allegations of JD.com enforcing a "choose one" policy, which restricts merchants from offering lower prices on competing platforms, have emerged, highlighting the intense competitive dynamics in the market [8][9]. Group 3: Financial Performance - JD.com's second-quarter report showed a revenue of 356.7 billion RMB, a year-on-year increase of 22.40%, but net profit significantly declined to 61.78 million RMB, down 51.14% from the previous year [12][14]. - The company's financial struggles, with rising revenue but falling profits, have prompted a reevaluation of its pricing strategy to attract price-sensitive consumers while maintaining quality assurance [14]. Group 4: Strategic Implications - JD.com's low-price strategy is supported by its efficient supply chain management, which allows for sustainable pricing without heavy reliance on subsidies [14]. - The initiative is part of a broader transformation towards digital manufacturing, aiming to attract a wider user base and support new business growth [14].