JD.com has taken action against low-price 恶卷

Author | Wang Xiaojuan

Editor | Huang Yu

In response to the industry's low-price chaos and merchants losing money while making noise, JD.com has taken action once again.

On April 25th, the JD.com·Jingxi Industrial Belt Development Conference was held in Suqian, Jiangsu. At the conference, Jingxi Self-operated announced its 2025 strategy and officially launched the "Factory Goods Hundred Supplements" plan. The plan will invest 10 billion yuan annually to enhance user experience, upgrade logistics services, and improve factory efficiency. JD.com hopes to provide merchants with a breakthrough solution for sustainable business.

Specifically, Jingxi Self-operated announced at the conference that by 2025, it will implement three major support plans: Factory Goods Hundred Supplements, Foreign Trade Relief, and the Rise of Personal Stores, allowing merchants to achieve a balance between quality and profit, thereby enabling better sustainable operations.

Among them, "Factory Goods Hundred Supplements" leverages a special support fund of 10 billion yuan each year to drive the incubation of explosive products in industrial belts and reshape consumer trust in quality domestic goods. By 2025, Jingxi Self-operated aims to create 1,000 million-unit explosive products and 10,000 hundred-thousand-unit livelihood products, allowing hot-selling items to move from industrial belts to the entire country. At the same time, this is expected to bring 150 million new users to JD.com.

The support also includes a series of detailed plans.

For selected enterprises, Jingxi Self-operated will provide enhanced support with "0 entry fees, 0 promotion fees, and 0 deductions."

In response to recent global trade fluctuations, Jingxi Self-operated will rely on JD.com's 200 billion yuan support plan for exporting to domestic sales to open a green channel for foreign trade enterprises, resolve inventory crises, and accelerate the expansion of the domestic market, supporting 100,000 foreign trade factories to successfully transition to domestic sales by 2025.

This plan is already being implemented, and there have been some successful cases. Jingxi reported that recently, Linyi Xingye Ceramics' "Bohemian Style" foreign trade plate was launched on Jingxi Self-operated, selling 90,000 pieces in just 11 hours; the long-established foreign trade enterprise Shuguang Toothbrush Factory also sold out its inventory of 2 million pieces through Jingxi Self-operated, becoming the first company to sell out inventory after transitioning from foreign trade to domestic sales.

Additionally, "Personal Stores" are also a key support focus for Jingxi Self-operated in 2025. Currently, there are over one million personal stores on the JD.com platform, with nearly half of the merchants achieving a 100% increase in order volume by 2025. Jingxi Self-operated will further lower the operational threshold for individual merchants and support their growth through initiatives such as new merchant advertising startup funds and free insurance trials.

The person in charge of Jingxi Self-operated stated that by 2025, it will anchor the "Factory Goods Hundred Supplements" strategic axis, based on industrial belts and centered on inclusiveness, to build a virtuous cycle of "high quality and low price—precise supply—ecological win-win," promoting the industry to bid farewell to low-price chaos and reshape a healthy and sustainable business ecology.

Prior to this, leveraging JD.com's powerful supply chain system, the Jingxi Self-operated model has fully taken over the selection, operation, customer service, marketing, logistics, and pre-sale and after-sale service processes, allowing merchants to focus solely on production and quality control, enabling many merchants to turn the tide.

Chongqing Weibang Paper's large-sized tissue paper and Guangdong Duohong Company's Bluetooth headphones became explosive products after being launched on Jingxi Self-operated, helping the companies successfully overcome difficulties.

In the future, Jingxi Self-operated will not only participate in every shopping festival throughout the year at JD.com but will also power high-quality growth for industrial belt merchants through daily "Ace Products" marketing IP, weekly traceability live broadcasts, and monthly buy-one-get-one-free activities on the 18th After all, "only by returning to the essence of business can the industry truly 'come to life.'"

Recently, the long-standing "involution" atmosphere in the e-commerce industry is undergoing a transformation. A number of e-commerce platforms have announced changes to their after-sales service rules and are seeking opinions, stating that the platform will not actively intervene in consumers' "refund only" requests, leaving it to merchants to handle.

The industry's shift in attitude towards low-price involution is a signal that after experiencing extreme involution, the e-commerce sector is entering the second half of high-quality development. Now, seeking a balance between the interests of merchants and consumers has become a consensus in the industry.

In recent years, low-price competition has been the hottest topic in the e-commerce industry. However, as the competition continues endlessly, the impact of low prices is increasingly hurting both consumers and businesses.

For a long time, the sustainability of the business world has been undermined by low-price involution. "When the profit margins of businesses are generally below 1%, merchants cannot make money, and consumers end up with inferior products, it ultimately results in a 'lose-lose' situation," said the head of JD.com's self-operated business. "The industry urgently needs disruptors to rebuild a sustainable business ecosystem."

In the face of the industry's accumulated issues, the entire sector is seeking ways to transform, whether it is the halt of "refund only" or JD.com's recent "Factory Goods Hundred Supplements" plan, the final implementation results will be key