Core Viewpoint - JD.com is facing significant growth anxiety, leading to aggressive pricing strategies and strict enforcement of price controls on merchants across different platforms during the peak shopping season [1][18]. Group 1: E-commerce Challenges - JD.com's recent five years have been described as a period of decline, prompting a return to a low-price strategy as a fundamental weapon for success [3]. - Despite implementing various low-price promotional activities, JD.com's revenue growth has lagged behind the overall e-commerce market, with only a 3.7% increase in 2023 and a projected 6.8% in 2024, compared to the market growth of 7.2% [4]. - Marketing expenses have surged from 37.77 billion in 2022 to 47.95 billion in 2024, reflecting a 19.5% increase, raising concerns about sustainability [5]. Group 2: Dependency on National Subsidies - JD.com has benefited from national subsidy policies, with a notable revenue increase of 15.8% in Q1 2025, largely driven by a 300 billion subsidy program [8]. - However, this growth is seen as unsustainable, as it relies heavily on government support rather than genuine market demand, leading to concerns about future performance once subsidies diminish [8]. Group 3: Competition from Live Commerce - The rise of live commerce poses a significant threat to JD.com, with over 41,000 merchants achieving a 500% sales increase through live streaming during the first phase of the 2025 Double Eleven event [10]. - JD.com has struggled to effectively engage in live commerce, with its attempts yielding limited success compared to competitors [10]. Group 4: Strategic Experimentation - In response to growth pressures, JD.com has explored various new business avenues, including a foray into the food delivery market, which initially saw rapid growth but was quickly challenged by established competitors [12]. - The company has also introduced new pricing models and is exploring international retail and cryptocurrency initiatives, but these efforts have yet to yield significant results [14]. Group 5: Future Directions - JD.com's recent pricing enforcement reflects a broader strategic confusion within the e-commerce industry, which is shifting towards long-term operational strategies rather than short-term price wars [16]. - The company's current approach may stifle consumer growth and brand autonomy, suggesting a need for JD.com to adapt to market trends and develop its own live commerce ecosystem [18].