京喜三周年：累计成交用户6.28亿，为京东带来超3亿新用户

Summary: Jingxi's third-anniversary data and low-price product supply are worth general readers' attention.

1. The platform has accumulated 628 million transacting users and 560 million self-operated transacting users, bringing JD more than 300 million new users over three years. About 70% of users are from tier-4 cities and below, nearly 30% from tier-1 and tier-2 cities, and nearly half are women.

2. Readers can focus on everyday low-price categories: fresh produce, furniture, household cleaning paper products, kitchenware, kitchen and bath products, bedding, sports and outdoor goods, daily household items, grains/oils/condiments, and toys and musical instruments. Several categories saw transaction volume grow more than 10x.

3. The platform says it has saved consumers more than RMB 30 billion over three years, and it uses factory-goods subsidies and free JD Logistics shipping to drive sales of industrial-belt products. Facial tissue reached 102 million users, and glass cups reached 32 million users.

4. Hit products include more than 800 products at the RMB 10 million level, such as smart locks, tea bar machines, juicing cups, electric wheelchairs, memory cards, and sintered-stone dining tables. Fresh-produce bases include Shaanxi Wugong kiwifruit, Zhoushan hairtail, and Maoming lychees. Next, Jingxi plans to launch a membership card to strengthen low-price supply and repeat purchases.

Summary: Brand owners can observe price competition in lower-tier markets through Jingxi's user structure, industrial-belt supply, and hit-product strategy.

1. On the user side, about 70% are from tier-4 cities and below, nearly 30% from tier-1 and tier-2 cities, and nearly half are women, indicating strong demand for low prices and value for money. The platform has accumulated 628 million transacting users and brought JD more than 300 million new users over three years.

2. On the supply side, Jingxi connects more than 260 key industrial belts and about 1.5 million factories. In the self-operated model, the platform handles logistics, customer service, and marketing, while factories handle production. Jingxi Xiaodian targets individual and natural-person merchants with simplified registration and zero-cost trial operation.

3. Price-competition levers include factory-goods subsidies, free JD Logistics shipping, supply-chain cost reduction, and hit-product development: socks from Zhuji cost about RMB 0.3 less per pair, with 12 million pairs sold cumulatively; products from nearly 200 industrial belts sell 1 million orders annually, and 5,000 products exceed RMB 1 million in annual transaction value.

4. This year, Jingxi launched the Double Ten Million hit-product plan, aiming to build 1,000 industrial-belt hit products at the RMB 10 million level; more than 800 have already reached that level. Category growth is concentrated in kitchen and bath, kitchenware, fresh produce, grains/oils/condiments, and daily household items. Brands should watch how the membership card strengthens repeat purchases and low-price supply.

Summary: Sellers can watch Jingxi's onboarding methods, growth markets, and replicable playbook.

1. Under the model, Jingxi's self-operated business has the platform handle logistics, customer service, and marketing while factories handle production. In 2025, Jingxi launched Jingxi Xiaodian, open to individual and natural-person merchants, with simplified registration and zero-cost trial operation, suitable for small sellers to test the waters with low barriers.

2. In growth markets, users from tier-4 cities and below account for about 70%. Zhejiang recorded 1.137 billion units in transactions and Guangdong 1 billion; Hebei, Shandong, Jiangsu, Anhui, and Henan each exceeded 300 million units. Industrial-belt product transaction volumes in Shaanxi, Hebei, Zhejiang, Henan, Shandong, Anhui, and Hubei grew more than 10x, with Shaanxi up 61x.

3. Opportunity categories include fresh produce, furniture, household cleaning paper products, kitchenware, kitchen and bath products, bedding, sports and outdoor goods, daily household items, grains/oils/condiments, and toys and musical instruments. Several categories saw transaction volume grow more than 10x.

4. The platform offers factory-goods subsidies, free JD Logistics shipping, the Double Ten Million hit-product plan, and the Fresh Produce Top 100 Bases plan. The risk is that Jingxi still needs to prove whether user growth and industrial-belt price and supply advantages can be sustained.

Summary: Factories can find production and e-commerce opportunities in Jingxi's industrial-belt partnership model.

1. Jingxi has connected more than 260 key industrial belts and about 1.5 million factories across China. In the self-operated model, the platform handles logistics, customer service, and marketing while factories focus on production, making it suitable for factories with strong manufacturing capabilities but weak operations capabilities.

2. Cost-reduction and scale cases are clear: through supply-chain optimization, socks from Zhuji, Zhejiang cost about RMB 0.3 less per pair and have sold 12 million pairs cumulatively. Zhejiang recorded 1.137 billion units in product transactions and Guangdong 1 billion; Hebei, Shandong, Jiangsu, Anhui, and Henan each exceeded 300 million units.

3. Product opportunities are concentrated in fresh produce, furniture, household cleaning paper products, kitchenware, kitchen and bath products, bedding, sports and outdoor goods, daily household items, grains/oils/condiments, and toys and musical instruments. The platform plans to build 1,000 industrial-belt hit products at the RMB 10 million level; more than 800 products have already reached that level, including smart locks, tea bar machines, juicing cups, electric wheelchairs, memory cards, and sintered-stone dining tables.

4. Factories can refer to cases such as Suzhou Chilan Biotechnology's cleaning liquid entering the self-operated business and Shandong Huasheng Rubber Tire joining self-operated sales and selling to more than 160 countries. The fresh-produce base plan has involved more than 10,000 agricultural enterprises and sold 300 million orders cumulatively. A future membership card may create repeat-purchase demand.

Summary: Service providers can watch the e-commerce shift in industrial belts and the pain points and solutions for factories in logistics, customer service, and marketing.

1. On the trend side, Jingxi continues to bet on industrial belts and lower-tier markets. It has connected more than 260 key industrial belts and about 1.5 million factories, accumulated 628 million transacting users, and brought JD more than 300 million new users over three years. About 70% of users are from tier-4 cities and below.

2. Customer pain points are that factories are good at production but lack logistics, customer service, marketing, and nationwide market operations capabilities, and industrial-belt products face high costs when entering the national market. In Jingxi's self-operated model, the platform handles logistics, customer service, and marketing while factories only handle production, creating a division of labor that service providers can address.

3. Solutions include supply-chain optimization for cost reduction, factory-goods subsidies, free JD Logistics shipping, the Double Ten Million hit-product plan, the Fresh Produce Top 100 Bases plan, and an upcoming membership card. Socks from Zhuji costing about RMB 0.3 less per pair and selling 12 million pairs illustrate the value of supply-chain services.

4. Service providers can look for opportunities around factory onboarding, agency operations, logistics fulfillment, marketing planning, hit-product development, and fresh-produce base connections, while watching whether the platform can sustain its price and supply advantages.

Summary: Marketplace sellers can study Jingxi's dual business model, merchant recruitment levers, and operational risks.

1. Jingxi has formed two models: self-operated and Xiaodian. In the self-operated model, the platform handles logistics, customer service, and marketing while factories handle production. In 2025, Jingxi launched Jingxi Xiaodian for individual and natural-person merchants, with simplified registration and zero-cost trial operation, lowering the merchant recruitment barrier.

2. The platform has connected more than 260 key industrial belts and about 1.5 million factories, accumulated 628 million transacting users and 560 million self-operated transacting users, and brought JD more than 300 million new users over three years. Users are mainly from lower-tier markets, with about 70% from tier-4 cities and below.

3. On operational levers, Jingxi uses factory-goods subsidies, free JD Logistics shipping, the Double Ten Million hit-product plan, products from nearly 200 industrial belts selling 1 million orders annually, and 5,000 products with annual transaction value above RMB 1 million to drive supply. For fresh produce, it has the Top 100 Bases plan; over three years, more than 10,000 agricultural enterprises participated and 300 million orders were sold.

4. It plans to launch a membership card to strengthen low-price supply and repeat purchases. The risk is whether it can continue to expand user scale while maintaining price and supply advantages for industrial-belt products; this will be a key focus for the next stage.

Summary: Researchers can use the Jingxi case to examine the platform business model combining industrial belts and lower-tier markets.

1. In terms of model, Jingxi connects industrial-belt factories at one end and price-sensitive consumers at the other, with supply chains, logistics, and operations enabling circulation in between. In the self-operated model, the platform handles logistics, customer service, and marketing while factories handle production; Xiaodian is open to individual and natural-person merchants, forming a dual model.

2. In terms of data, cumulative transacting users reached 628 million, self-operated transacting users reached 560 million, and the platform brought JD more than 300 million new users over three years. About 70% of users are from tier-4 cities and below, nearly 30% from tier-1 and tier-2 cities, and nearly half are women. Jingxi connects more than 260 industrial belts and about 1.5 million factories.

3. The hit-product effect in industrial-belt goods is pronounced: nearly 10 products sell 5 million orders annually, nearly 200 industrial-belt products sell 1 million orders annually, and 5,000 products exceed RMB 1 million in annual transaction value. Factory-goods subsidies and free logistics shipping have saved consumers more than RMB 30 billion cumulatively over three years.

4. New questions include whether low-price supply and repeat purchases can be sustained, and whether user-scale expansion and price/supply advantages can be achieved together. Cases such as Shaanxi industrial-belt product transaction volume growing 61x, Zhuji socks costing RMB 0.3 less and selling 12 million pairs, and farms selling 300 million orders over three years can serve as research material on industrial-belt digitalization and e-commerce.