Liu Qiangdong took many measures to protect JD.com’s low-price mentality and improve user experience
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With the improvement of the consumption ability of residents in low-tier cities, the consumption scenarios and sinking crowd in low-tier cities have become opportunities for e-commerce giants to gain traffic and growth space. As the potential of users in the low-tier market needs to be continuously tapped, coupled with the slow recovery of consumer confidence, many user groups are more sensitive to commodity prices, and low prices have become a direct and effective means to attract users. And “low price” is also the strategy that Liu Qiangdong and the Jingdong Group led by him have been insisting on.
At the end of last year, Liu Qiangdong reiterated the importance of “low prices” in internal emails. Liu Qiangdong emphasized: “Low price was the most important weapon for JD.com’s past success, and it will be the only basic weapon in the future.” Some insiders of JD.com said that the main tone of JD.com’s retail in 2023 is “low price”, which is to improve the user experience. an important part of.
As for the implementation of specific actions, as early as the end of last year, JD.com has launched a special activity aimed at consumers’ low-cost mental protection. “Low price” has become the top priority of both JD.com’s retail sector and functional departments in 2023. Whether it is the plan or challenge goal of each department in 2023, it is user-centered, and among the five elements of cost, efficiency, commodity, price, and service, “cost” is placed first.
The “Spring Dawn Plan” investment promotion policy proposed by JD.com at the beginning of the new year is also one of the focus of its next work. The purpose is still to “protect JD.com’s low-priced mind.” The “Spring Dawn Plan” aims to help merchants reduce their burden and increase their income through 12 measures. One of them is to open the entry channel for individuals, allowing natural persons to register “Jingdong Xiaodian”, and only need an ID card and mobile phone number to operate through the Jingdong APP, Jingmai APP, Jingdong Merchants Mini Program, Jingdong Merchants WeChat Official Account, etc. Store registration, the fastest 10 minutes to successfully open a store. Undoubtedly, this also means that Jingdong has greatly lowered the entry threshold for merchants,
In addition, Jingdong Merchant Center also announced the “Jingdong Open Platform “Buy Expensive Double Compensation” Service Rules”, which will come into effect on February 28, 2023. Buy expensive double compensation service means that after a consumer purchases a product marked with this service logo, if the actual payment amount of the order is higher than the price of the same product on a specific platform, the consumer can apply for and pay the order with a valid voucher on the day the order is placed Compensation for double the difference in amount. This rule applies to third-party merchants who enter and open stores on the JD open platform, excluding JD small stores.
Adhere to the low-price strategy and improve the user experience. It is foreseeable that Liu Qiangdong’s move will bring more consumers in the sinking market a consumer experience with both price and quality.
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