Core Insights - JD.com is leveraging the "Warm Surprise Day" event during the 11.11 Global Shopping Festival to promote winter food experiences, offering unique products at low starting prices [1][10] Group 1: Unique Product Offerings - The event features rare food items such as the organic panda beef from Xinjiang, which has a limited national stock of only a few thousand heads, and is being auctioned starting at 1 yuan [4][6] - Other highlighted products include the 100g large fish dumplings, 8-pound Han Shou turtle, and various premium seafood options, all available at competitive prices [2][6] - The auction also includes high-quality Australian Wagyu beef and Inner Mongolia's "Marathon Sheep," known for its unique flavor due to its active lifestyle [4][6] Group 2: Consumer Engagement and Promotions - JD.com has created a "hot pot map" featuring 12 different regional hot pot flavors, enhancing consumer engagement through user-generated content [7][9] - The platform is offering discounts on thousands of dumplings and tangyuan, with prices dropping to as low as 40% off during the event [10][11] - The "Winter Invite" campaign allows consumers to try various fresh products for just 1 penny, further promoting interaction and participation [13] Group 3: Overall Strategy and Market Positioning - JD.com aims to transform high-end food experiences into accessible options for everyday consumers, thereby broadening its market appeal [1][13] - The event not only focuses on product sales but also emphasizes the cultural significance of winter dining traditions, enhancing the overall shopping experience [1][10]