JD.com simplifies preferential rules on Double Eleven, and recruits industry-leading merchants to focus

Photography: Kuonda

Reporter｜Yu Hao

As Tmall and JD.com have started pre-sale, the New Year’s Double Eleven promotion has gradually kicked off. It is understood that this year’s Jingdong 11.11 has started pre-sale at 8 pm on October 20, will be fully opened at 8 pm on October 31, and will usher in a climax at 8 pm on November 10.

On October 24, at the launch conference of the 2022 JD 11.11 Global Love Season , Lin Chen, vice president of JD Group and head of the platform business center of JD Retail Group, described this year’s JD Double Eleven as “simpler and stronger”. preferential measures. Simplified rules have become a new trend in recent years as consumers become more disgusted with overly cumbersome big promotion rules.

Similar to this year’s 618, JD.com will also offer a cross-store discount of 50 yuan off 299 yuan during Double Eleven. In addition, in response to the problem of “price increase first and then price decrease”, JD.com said it will launch a price guarantee service this year, with nearly 500 million items supporting a 30-day price guarantee service. As for returns and exchanges, Jingdong Lightning Refunds can support refunds first and then returns.

Recruiting industry-leading merchants has become a major focus of JD.com during the Double Eleven period. Previously, at the Double Eleven Merchant Conference, JD.com released the “Four New Initiatives” of “recruiting new merchants, establishing new mechanisms, launching new services, and opening new growth”, and the “Top 100 Industrial Belt Support” launched at the kick-off meeting. The plan” is the actual move in terms of “recruiting new merchants”.

According to JD.com, the plan covers 267 industrial belts across the country, involving about 40 first-level categories. It is the largest and most comprehensive industrial belt investment support plan. It will work with local governments, business associations, and service providers in the industrial belt. and other partners, successively recruited new merchants from 267 industrial belts across the country, and introduced 10 support measures, including free entry, “three fees” reduction and exemption, merchant training, digital transformation services, supply chain support, etc.

“In terms of investment promotion, JD.com will provide multiple incentives for industry-leading merchants. For example, for new merchants in different categories, it will launch discounts such as the highest full refund of technical service fees and step-by-step payment of quality assurance funds.” Jiang Jiandong, head of investment promotion at JD’s Retail Platform Ecology Department express.

For industry belt merchants who lack e-commerce operation capabilities but have good sources of goods, JD.com has launched a “factory store” model, which can be used as an upstream supply chain to supply other merchants after entering, with a platform discount of 0.5%. Jiang Jiandong said, “After the merchants settle in the JD.com factory, they can directly supply other merchants and continue to expand and strengthen the original upstream supply chain.”

Combined with the new BOOST strategy previously released by JD.com, JD.com has taken frequent actions in terms of recruiting merchants and corporate services in the sinking market. Jingdong Supermarket said it would relax the business investment standards and recruit new and cutting-edge brands and regional brands; Jingdong’s corporate business launched a digital procurement management platform starting from the corporate procurement process; the newly launched Jingdong Supply Chain Finance also emphasized the rescue of small and medium-sized enterprises. Serve.

In the second quarter earnings conference call, Jingdong Group CEO Xu Lei once said that there will be more detailed tactics for the sinking market, and the above new actions may be the embodiment of the new layout of the sinking market. According to platform data disclosed by JD.com, the average turnover of each store in the first half of 2022 was 2.2 times that of the same period in 2019, and the turnover of more than 25,000 stores in the first half of this year increased by more than 100% year-on-year.

This Double Eleven node has also become an important time point for merchant recruitment for the sinking market. According to reports, JD.com will hold about 70 investment promotion meetings in the fourth quarter, and will focus on recruiting and supporting new merchants in industrial belts with high concentration, such as the eastern coastal watershed, the middle and lower reaches of the Yangtze River, and the middle and lower reaches of the Yellow River.