Jingxi self-operated anti-involution attracted 370 million people

The Double 11 shopping festival is still ongoing, and JD.com's discount shopping brand, Jingxi, has released its performance report for the past two years.

On October 28, Jingxi celebrated its second anniversary. Qi Ting, Vice President of JD Group and head of the Jingxi business unit, systematically reviewed Jingxi's development path over the past two years at a media communication conference.

This business segment, defined as a "vanguard," aims to achieve a tenfold increase in transaction volume by 2025, bringing 150 million new users to JD.com, and currently serves 370 million users.

In an e-commerce industry that is generally caught in a price war, Jingxi attempts to carve out a differentiated path of "anti-involution"—insisting on low prices with a bottom line, allowing factories in industrial belts to become "hands-off managers," and finding a balance between price and quality.

At the communication conference, Qi Ting summarized the original intention of Jingxi's business in three words—"anti-involution." "We cannot only focus on low prices while neglecting all other aspects of quality, service, and fulfillment," Qi Ting emphasized that Jingxi's low prices are "low prices with a bottom line."

Unlike the customer positioning of JD's main platform, Jingxi's core service scenario focuses on the sinking market. Notably, Jingxi does not set a fixed entry point on JD's homepage but dynamically adjusts exposure positions based on user behavior. This precise traffic allocation strategy reflects Jingxi's unique positioning and operational thinking within the JD ecosystem.

In Jingxi's business model, factories in industrial belts play a core role. Faced with a vicious cycle where some low-price platforms lead factories into "lower and lower prices, with no one making money," Jingxi attempts to break this deadlock. Its method is to let factories return to manufacturing itself, becoming "hands-off managers."

Specifically, factories only need to produce according to agreed quality, while Jingxi takes care of all aspects such as product operations, logistics, and after-sales. Qi Ting stated, "This way, the profit level and investment of the factories are relatively more reliable."

This year, Jingxi has launched six major business projects: export to domestic sales, same factory for big brands, Jingxi selection, Jingxi farm, signature products, and Jingxi IPick.

These business modules have become important engines for Jingxi's growth.

Among them, "export to domestic sales" has helped nearly 2,000 foreign trade enterprises sell 150 million orders, a year-on-year increase of 12 times. Qi Ting cited a paper cup factory in Linyi, Shandong, as an example, where the production line was halted due to tariff fluctuations. The Jingxi team collaborated with it to customize packaging specifications suitable for domestic sales, and the product sold 200,000 orders within 2 hours of going online.

Qi Ting introduced, "In the field of user acquisition, Jingxi plays the role of a vanguard." Qi Ting also revealed that users entering JD through Jingxi are primarily from the 4th to 6th tier sinking markets, with a higher proportion of female users than male. However, two clear trends can be observed from user behavior data.

First, the retention and repurchase rates of Jingxi users have shown a monthly upward trend since the first year of business. Second, an increasing number of users choose to purchase Jingxi products for their first or second order, but the proportion of subsequent purchases of products from other JD segments is gradually increasing.

This is precisely the core value of Jingxi within the JD ecosystem.

Looking to the future, Jingxi has also set new goals: to attract another 150 million new users for factories in industrial belts next year, increase the number of industrial belt products to 3 million, and drive 500,000 factories in industrial belts to achieve stable sales over the next three years, creating 5 million jobs Qi Ting stated: "We hope that whether in terms of new user acquisition or activating low-activity users, Jingxi can contribute more user growth to the entire JD.com ecosystem."

This also means that Jingxi's self-operated business needs to find a balance between low prices, quality, and sustainability in the long term