- JD.COM JINGXI WECHAT PAY CHINACHINA MORNINGPOST FOR FREE
- JD.COM JINGXI WECHAT PAY CHINACHINA MORNINGPOST DOWNLOAD
The appointment service allows the customer to try the product at a low cost or even for free before making a final purchase. Jingxi also provides an interesting “Product Trial” service that is available for products ranging from jewelry to mobile phones and other electronic devices. Jingxi is expected to connect 1,000 industrial and manufacturing hubs within three years.
Group purchases make it more worthwhile for manufacturers to ship directly to consumers, as their warehouses typically are not equipped to ship parcels one-by-one.īy matching manufacturers with end-customers that are geographically closer and pooling together orders, JD.com is lowering per-order shipping costs, which is important when targeting lower-income consumers with limited purchasing power. Next up is the Manufacturer Direct Supply tab, which offers low-priced goods sourced directly from manufacturers these promotions are typically group-buying promotions as well. For example, the first promotion below indicates that users can get ten wet wipes for just 1 RMB if they can get another friend to join in on the deal.įor Singles Day this year, Jingxi offered 100 million of these deals to draw new customers, as well as flash sales promotions and other types of discounts. After the session is over, users who missed the session can also replay the videos.įor new users, Jingxi also offers a 1 RMB group-buying deal for new users. Viewers can ask the host questions in real time, and product links are embedded in each livestreaming channel, enabling viewers to “buy while watching”. Livestreaming, in which young influencers broadcast live, interactive video sessions of themselves trying on new products, is highly popular in smaller Chinese cities. Jingxi also places an emphasis on using livestreaming channels to raise conversion rates. Key Functions Within Jingxi’s Mini-Program
This encourages e-commerce players to engage in social commerce within WeChat’s ecosystem, which is why Jingxi launched a WeChat mini-program in parallel with its mobile app. This means that customers can only share e-commerce items from WeChat mini-program stores, and not HTML links. Tmall/Taobao), out of fear that they would impair WeChat’s user experience. A few weeks ago, WeChat started to block external links with “commercial purposes” from other e-commerce platforms (i.e. WeChat mini-programs will play an increasingly important role in China e-commerce. How WeChat Links to Jingxi’s Mini-Program (source: Ker Zheng) A total of nearly 60 million items were sold over the course of the day. WeChat added a Jingxi link on its interface on October 31 to kick off Singles Day promotions, and within just one hour of doing so, the Jingxi mini-program booked over one million orders.
JD.COM JINGXI WECHAT PAY CHINACHINA MORNINGPOST DOWNLOAD
It is also a better fit for consumers in smaller-tier cities who may have cheaper phones with less memory and do not want to download another app. Jingxi’s WeChat mini-program, a down-sized version of its standalone app, plays a key role in facilitating these purchases as it enables friends to share products and promotions with one another. This lowers customer acquisition costs because the discounts are less than what it would take to acquire new customers through ads or influencer marketing. 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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