Sou Hu Cai Jing·2026-02-13 12:26Core Viewpoint - JD.com is strategically positioning itself in the upcoming "next-generation internet entry" competition by focusing on direct consumer needs rather than following the trend of AI-driven applications, investing 30 billion yuan in a unique approach to the Chinese New Year shopping season [1][6]. Group 1: JD.com's Strategy - JD.com will launch the "Moon Black Wind High" Super Festival on February 16, offering a total of 3 billion yuan in red envelopes and physical rewards, focusing solely on e-commerce without complex tasks or waiting for promotional broadcasts [3][5]. - The promotional strategy includes direct discounts on popular products like iPhones and Moutai, emphasizing a straightforward "buy or not" approach compared to competitors' AI-driven user engagement tactics [3][6]. Group 2: Competitive Landscape - The competition has split into two distinct paths: one focusing on AI entry points and the other on immediate consumer purchases, with JD.com opting for the latter to build consumer trust rather than just attention [6][9]. - Major competitors like Alibaba, Tencent, ByteDance, and Baidu have collectively invested over 4.5 billion yuan in AI-related red envelope initiatives, while JD.com aims to capture the immediate market with its 30 billion yuan investment [9]. Group 3: Operational Confidence - JD.com demonstrates confidence in its supply chain capabilities, utilizing over 3,600 warehouses to predict and meet regional consumer demand during the peak shopping season [6]. - An additional 1.3 billion yuan is allocated to support delivery personnel and customer service staff during the holiday, ensuring operational continuity and employee welfare [6].