But these consumers are also price-sensitive, meaning that deep discounts are necessary to facilitate these impulse purchases. This works because consumers in lower-tier cities tend to act more on social prompts from friends that they trust, and make impulse purchases when products and promotions are shared with them. Not unlike Pinduoduo ‘s strategy, customers who share product-related information on WeChat and invite friends, family members and other contacts to place a group order are eligible for rewards and steep discounts. Group-buying promotions and WeChat are a crucial part of this strategy. During Singles Day, approximately 75% of Jingxi’s new users came from lower-tier cities.
While JD.com focuses on providing high-quality, branded goods for consumers in Tier 1-2 cities, Jingxi is a social e-commerce marketplace that targets price-sensitive customers in smaller Tier 3-6 cities and rural areas. Jingxi enables JD.com and its merchants to adopt a “dual-brand” strategy and target two different customer groups. How Jingxi Fits Into JD.com ‘s Dual-Brand Strategy We take a deeper look at Jingxi and how it fits into JD.com ‘s broader strategy. Jingxi’s WeChat mini-program comes armed with a special access point on WeChat and a sleuth of different functions catering to consumers in lower-tier cities. China’s largest online retailer JD.com has rebranded its own group-buying app & WeChat mini-program as ‘Jingxi’ to target consumers in China’s lower-tier cities.įormerly known as JD Pinggou, Jingxi was relaunched in September to combat group-buying competitors Pinduoduo and Alibaba ‘s Juhuasuan.
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