雪豹财经社·2025-05-07 13:36Core Viewpoint - The article discusses the strategic initiatives of JD's subsidiary, Jingxi, focusing on its efforts to penetrate the lower-tier market and capitalize on the "200 billion opportunity" through various plans and partnerships aimed at enhancing user experience and expanding its user base [2][5][11]. Group 1: Jingxi's Market Strategy - Jingxi, originally JD's discount shopping platform, aims to cater to price-sensitive consumers in lower-tier markets by providing high-cost performance products [2][3]. - The "200 billion export-to-domestic sales plan" launched by JD in April 2023 has significantly boosted Jingxi's self-operated business, enabling it to collaborate with factories for product selection and rapid sales [5][11]. - Jingxi's "Factory Goods Hundred Supplement" plan will invest 10 billion annually to enhance user experience, logistics services, and factory efficiency, targeting the creation of 1,000 million-unit and 10,000 hundred-thousand-unit popular products [3][16]. Group 2: Competitive Landscape - Since 2018, competition for quality merchants in industrial belts has intensified among major e-commerce platforms, including Alibaba, Pinduoduo, and Douyin, all seeking to tap into these markets [8]. - Jingxi's full-trust model allows small and medium-sized factories to focus on production while Jingxi manages selection, operations, customer service, and logistics, providing a cost advantage [8][16]. - Despite the advantages of Jingxi's model, challenges remain as other platforms also pursue foreign trade businesses transitioning to domestic sales, indicating a competitive environment [17]. Group 3: User Acquisition and Retention - Jingxi's goal is to acquire 150 million new users annually while also focusing on user retention and repeat purchases, reflecting a shift from merely attracting new users to ensuring their ongoing engagement [11][14]. - As of December 2024, JD's monthly active users reached 550 million, with Jingxi's cumulative user count hitting 260 million, indicating significant growth potential in the lower-tier market [11][13]. - Jingxi's self-operated products are positioned to meet the needs of both lower-tier and higher-tier consumers, aiming to balance quality and low prices [13][14]. Group 4: Future Plans and Challenges - Jingxi plans to support 100,000 foreign trade factories in successfully transitioning to domestic sales by 2025, leveraging the current trend of export-to-domestic sales [5][16]. - The "Factory Goods Hundred Supplement" initiative aims to create a cycle of high quality and low prices, but achieving this requires effective supply chain management and product quality control [17]. - The competitive landscape remains challenging, as other platforms are also enhancing their support for foreign trade businesses, indicating that Jingxi must continue to innovate and adapt to maintain its market position [17].