Core Viewpoint - The upcoming Spring Festival marks a peak consumption season for the New Year goods market, with JD's Jingxi Self-operated launching its "New Year Goods Festival" to provide a wide range of quality products at competitive prices [1][4]. Group 1: Festival Promotions and Offerings - Jingxi Self-operated has initiated the "New Year Goods Festival" from January 12 to February 23, featuring various popular themes such as traditional New Year goods, gifts, and festive attire [1]. - The festival includes a "Factory Goods Supplement Plan" with a budget of 10 billion yuan to integrate high-quality New Year goods from over 260 industrial belts across the country, covering categories like fresh food, beverages, household goods, and more [3][4]. - Multiple discounts are offered during the festival, including an official 15% discount on New Year gifts, 20% off on selected items, and a cross-store discount of 50 yuan for every 300 yuan spent [3][4]. Group 2: Consumer Trends and Market Dynamics - Consumers are increasingly seeking quality and novelty in New Year goods, leading to a shift in purchasing preferences towards platforms like Jingxi Self-operated [4]. - The platform has served over 400 million users since its launch at the end of 2023, indicating a growing consumer base [4]. - The festival represents the first New Year event for Chinese foreign trade merchants transitioning to domestic sales, promoting products from various provinces to local consumers [4]. Group 3: Operational Strategies and Challenges - Jingxi Self-operated employs a "hands-off manager" model, allowing merchants to focus on production while the platform handles selection, marketing, logistics, and after-sales, thus reducing operational risks [5]. - The company ensures continuous service during the Spring Festival, addressing challenges such as price increases and logistics disruptions by coordinating with merchants for stock preparation and delivery [4][5]. - The festival aims to meet the concentrated demand for New Year goods while managing the uncertainties that merchants may face post-festival, such as potential losses or inventory buildup [5]. Group 4: Product Categories and Special Offers - The festival features a wide array of products, including fruit gift boxes starting at 9.9 yuan, seafood and meat gift boxes, and various household items with significant discounts [9][10]. - Special offers include limited-time discounts on kitchenware, home decor, and personal care products, catering to the festive atmosphere and consumer needs for home upgrades [9][10]. - Cultural products like the "Winged Horse Sending Blessings" gift box, in collaboration with Dunhuang Cultural Creative, add a unique touch to the New Year shopping experience [10].

Core Insights - In 2025, JD's discount shopping brand Jingxi achieved a tenfold increase in transaction volume, serving over 400 million users cumulatively [1][2] - Jingxi's self-operated model deepened connections with over 260 industrial belts, with nearly 100 enterprises achieving annual sales exceeding 1 million orders [1][3] - To combat price wars in the low-cost e-commerce sector, Jingxi introduced six new business initiatives aimed at creating sustainable growth paths for merchants [1][3] Group 1: Performance Metrics - Jingxi's self-operated segment reported a transaction volume growth of 10 times year-on-year, contributing 150 million new users to JD [2][3] - The number of merchants on Jingxi's platform exceeded 1.35 million, with order volume increasing by 50% and transaction volume by 40% year-on-year [1][2] - Five major provinces saw order volumes surpass 100 million, with Zhejiang's orders exceeding 300 million and some provinces experiencing up to 400% year-on-year growth [3][4] Group 2: Business Strategies - Jingxi's focus on direct factory sales and quality selection helped eliminate middlemen, reducing prices and addressing market issues like false advertising [2][3] - The introduction of the "export to domestic sales" initiative led to over 2,000 foreign trade factories successfully entering the domestic market, with order volumes tripling to 180 million [4][5] - Jingxi's support for industrial belt factories includes comprehensive assistance in product selection, operations, marketing, logistics, and after-sales service [2][5] Group 3: Product Categories and Growth - Jingxi's core product categories, including fresh produce, household cleaning products, and home appliances, saw significant year-on-year transaction volume increases, with furniture sales growing by 23 times [3][6] - The brand's commitment to long-term growth is evident in its support for quality manufacturers, helping them transition from "goods without brands" to recognized brands [5][6] - In 2026, Jingxi aims to add 150 million new users and expand its product offerings to 3 million items, enhancing consumer choices for high-quality, cost-effective products [6]