This double 11 must be Liu Qiangdong's most nervous

On the e-commerce track, although more and more players are turning on turbocharging, JD's fuel tank still has oil, and perhaps there are also poems and distant places that belong to it.

Parity Faction

2023-11-02 07:56 WeChat official account: Odd even Sect Guangchen

+Follow

This Double Eleven may not be easy for JD.

As the end of the year approaches, as the annual e-commerce promotion, the debut of the Double Eleven Festival truly sets off the climax of e-commerce. As the * festival of e-commerce in the first year of consumer recovery, whether it is Taobao Tmall, JD and other traditional shelf e-commerce, or the content e-commerce platform represented by Tiktok and Xiaohongshu, it will not easily pass this battlefield. However, while all parties were rubbing their hands, JD.com, which had always been the main player in previous years, unexpectedly had to divert its attention to other places first.

On October 24th, an entry about a tripartite price war involving *, JD.com, and Haishi Electric Appliances hit the hot search. A salesperson from JD.com stated on their Moments that JD.com has received a lawyer's letter from the brand company Haishi, alleging that the brand has violated the "bottom price agreement" they signed with * due to the fact that the JD price of a certain Haishi oven is lower than the live broadcast price, and has demanded huge liquidated damages. But this product is a self operated product of JD, and the low-priced subsidy comes from JD's wallet, questioning *'s behavior of forcing brand merchants to "choose between two".

JD has been fiercely vying for low prices this year.

In fact, since the end of last year when Liu Qiangdong was exposed to have returned to the frontline of JD, JD has been making constant moves since then. A series of dazzling operations, such as regaining the once proud low-priced weapons, delegating power to the frontline, launching billions of subsidies, self operation, and POP parity, also indicate that in Liu Qiangdong's view, drastic changes are imminent.

After a year, when several mainstream e-commerce companies once again come to Huashan to argue, what is JD's approach to implementing its one-year low price strategy? What is the situation of JD in today's booming live streaming e-commerce? What kind of performance will JD, which is starting again, show?

01 Low price, who is the lowest?

This Double Eleven, "low price" has become the most frequently mentioned keyword on major e-commerce platforms.

In an environment where the retail industry is experiencing consumption degradation, both the two old players of JD and Taobao Tmall, as well as the middle and new generations of Tiktok, Kwai and Pinduoduo, are committed to firmly holding this life-saving straw in their hands.

Among them, at the end of last year and the beginning of this year, JD.com explicitly proposed to regain its low-priced weapons, but it has received many doubts. In social media, comments such as "many things in JD.com are more expensive than other places", "JD.com is not * priced at all", "things in shopping carts have been left for many days, watching it skyrocket over Taobao" and so on.

Is this really the case?

We compared the prices of JD and its competitors' platforms by selecting six popular items such as digital 3C, beauty, and home appliances that consumers pay more attention to.

In the field of digital 3C, mobile phones are undoubtedly the best-selling products on Double 11 every year. In September, two major mobile phone models were just released - the iPhone 15 and the Huawei Mate 60. On the iPhone 15 128GB, the original price on JD.com was 5999 yuan, but after subsidies, the price was 5248 yuan; On Taobao Tmall, at the same original price, it only costs 5048 yuan on the 10 billion yuan subsidy channel, which is basically the same as the 5045 yuan offered by Pinduoduo