After Pinduoduo, Ali, and Suning attacked the sinking market, at the end of October 2019, Jingxi (formerly known as Jingdong Pingou), a social e-commerce platform under JD.com, cooperated with WeChat to enter the first-level entrance of WeChat and operate independently. The advantages of social platforms help Jingdong Mall to seize the huge sinking market.
During the 618 period last year, JD.com’s ordering users in tier 3-6 cities increased by 106%, the share of fission traffic accounted for 75%, and the fission multiple reached 23 times.
Before Double Eleven, JD.com launched Jingxi and connected to the first-level interface of WeChat. The sales of “Jingxi Day for All” exceeded 1 million orders, and new users accounted for 42% of all users of JD.com.
Pinduoduo was able to go public in a short period of time, and its market value surpassed that of JD.com in the following year, and it still has a high country email list number of active users; why has Jingxi, which has just been launched, have such a large user growth and sales in just half a year?
This article will analyze the products of Jingxi from the following aspects, so as to explore the reasons for the rapid development of Jingxi:
The demographic dividend of traditional e-commerce is exhausted, and the cost of customer acquisition has risen sharply. The business model of social + e-commerce relies on social fission to reduce the cost of platform acquisition and user retention, providing a solution to this problem. Different from traditional e-commerce, which relies on searching and browsing to select products, social e-commerce relies on trust among relatives, friends, social groups, etc. to share products and spread word of mouth.
The efficient customer acquisition and fission capabilities of social e-commerce have attracted many companies to join. The keyword "social e-commerce" suddenly appeared in 2018 and became a new outlet, and the industry scale has grown rapidly. In 2018, the scale of China's social e-commerce industry reached 626.85 billion , an increase of 255.8% year-on-year, becoming a dark horse in the online shopping market, and social e-commerce is also accounting for an increasing proportion of e-commerce. As a subdivision of the e-commerce industry, the social e-commerce industry is not only affected by policies and economics, but also by a lot of social and technical factors.