With Double 11 approaching, while many brands are worrying about how to enter the market, JD Super has released its so-called "strongest ever" support and incentive measures for new merchants on its open platform, announcing a series of initiatives around the four issues merchants care about: cost, efficiency, growth, and experience, introducing the "Double Reduction, Three Improvements, Three Growths" initiative.

So, will this so-called "strongest ever" measure be just a gimmick? Can it truly solve the pain points of millions of online merchants?

We have sorted out the relevant policies:

1. Double Reduction in Fees: To reduce the cost of entry and store opening for new merchants, JD Super has targeted three main fees: merchant deposit, platform usage fee, and commission points, proposing the "Double Reduction" initiative. It has introduced policies such as waiving up to 6 months of commission points for new merchants in certain categories and exempting 3 months of platform usage fees, continuously lowering the entry threshold and operating costs for merchants.

2. Three Improvements in Efficiency: To improve the efficiency of new merchant onboarding, while ensuring compliance and strict quality control, JD Super has significantly simplified the onboarding process and improved review efficiency. It has opened a green review channel with 1-on-1 dedicated service, completing reviews in as fast as 1 working day and store opening within 3 days.

3. Three Growth Measures: To help merchants grow rapidly, JD Super has proposed the "Three Growths" initiative, providing new merchants with a comprehensive growth training system. Through "business school-style" full-process training, it offers comprehensive support for new merchants from 0 to 1. 1V1 dedicated operational guidance addresses practical pain points. JD Super also provides special incentive policies and advertising incentive policies for KA new merchants to accelerate their growth.

Based on the above policies, JD Super also released for the first time a "Three-Step Ignition Method" to support new merchants on the open platform, from rapid onboarding review and green channels, to business school-style teaching and "1-on-1 dedicated guidance", and then to bestseller teaching and omni-channel support, escorting new merchants throughout the process.

Frankly speaking, JD Super's release of this wave of policy dividends is timely.

Why?

Initial Entry: The Dividend is Timely

Let's first look from the perspective of new merchants: who can benefit from this dividend, and what pain points does it solve? Overall, they can be roughly divided into three categories:

Category 1: Innovative brands in mature categories or new categories. These brands are often in the early stages of entrepreneurship, having created a new brand in a mature category or a new category based on current market demand.

Category 2: New brands incubated by mature brands. Although many leading brands already have a complete online presence, with diversified and personalized consumer demand and judgments on market opportunities, more and more leading brands are creating entirely new brands. To ensure the flexibility of new brands, they often adopt independent departments, organizations, budgets, or even independent companies to maintain market sensitivity, but such brands have higher requirements for the platform they start on.

Category 3: Distributors of traditional brands. Offline growth has hit bottlenecks; many distributors have achieved success offline but, facing various offline constraints, often choose to develop online for a second growth spurt.

For these three types of merchants, JD Super has provided significant policy dividends, effectively addressing their actual pain points in the initial stages of online expansion. We have summarized these pain points into four aspects:

1. Operating Cost Pain Points: The above three types of new merchants have limited budgets in the early stages. Lowering fee thresholds and waiving initial usage fees undoubtedly reduces cost pressure when they are laying out online or selecting a platform to join, which can be considered a "benefit upon entry" welfare policy. Especially for new merchants transitioning from traditional physical enterprises, these policies can be said to be a good hand to play at the start of their e-commerce journey.

2. Operational Capability Pain Points: For these new merchants, internal online operational capabilities and resource matching are often insufficient. In the early stages of business, everyone hopes to directly reach C-end consumers online and generate sales. Platforms like JD Super that provide "1V1 dedicated guidance" not only effectively alleviate the problem of inexperience but also help these new merchants develop their own growth methodologies.

From a policy perspective, the current logic is to first help new merchants get running, then follow up with operations, traffic, and other resources to ignite growth. This is the most desirable support for new merchants and a common need among them.

3. Market Validation Pain Points: Whether it's a new category or a new merchant, after a product is developed, the first step is market validation, followed by rapid iteration. Currently, the pace of consumption iteration is still accelerating, and new merchants need to leverage quality platforms to truly validate, test, and iterate. The core three elements of market validation—"time, group, and scenario"—are almost fully covered in JD Super's policies this time.

Short time: After optimizing the review process, JD Super's policy of "review completed in as fast as one working day, store opening in three days" fully demonstrates this.

Precise and high-quality group: With over a decade of e-commerce experience, JD Super has accumulated more than 530 million active users. In terms of group distribution, users in high-tier cities account for the highest proportion, and these users are also the most willing to try new experiences.

Rich scenarios: In addition to the online main battlefield of JD Super, there are nearly 3,000 offline stores with strong omni-channel control, and over 10,000 JD Screen small store smart screens, providing rich scenarios for new merchants to reach consumers.

JD Super's infrastructure can provide sufficient growth soil for new categories and brands, offer effective market validation and judgment bases for new merchants, and help them identify and deeply explore real market demand.

4. Consumer Awareness Pain Points: Clearly, in the early stages of operation, consumers have weak awareness of new merchants. Even if products have made efforts in appearance, selling points, and quality endorsement, entirely new products still cause some consumers to have concerns. JD, with its differentiated advantages and strong brand influence compared to other mainstream e-commerce platforms, has established trust with consumers, which can exactly compensate for this, enhancing consumer trust and awareness of new brands and products.

For example, during the 11.11 period in 2020, JD Super launched the "Super New Explorer Plan," collaborating with many popular emerging brands, achieving a dual explosion of brand communication and sales. Vivan (薇尔) saw a 4.8-fold year-on-year increase in transaction volume; WonderLab achieved a 50-fold growth in 10 months of store opening, with best-selling products exceeding 100,000 units; MissBerry grew 5-fold year-on-year.

Seeing this, one might understand that JD Super's new policies not only bring tangible dividends to new merchants but also help them solve pain points in the early stages of operation.

Of course, this is the first step in joining JD Super. In the long-term operation of e-commerce, JD Super can bring far more to merchants.

Long-term Operation is Key

After joining the platform, almost all merchants pursue: long-term operation. In this regard, JD Super's advantages are even more evident.

1. Traffic Dimension: With over 530 million high-quality users, high penetration in first-, second-, third-, and fourth-tier markets, and high repurchase rate user stickiness, this is the largest group of quality users in China. JD Super's quality image has been fully established, helping to give new merchants better credibility and truly convert traffic into sales.

2. Consumer Trend Insight Dimension: The consumer trend insight here is not just data support for store operations, but also trend insights from a category and industry perspective, such as the "Children's Care Industry White Paper" and "Infant and Toddler Complementary Food Trend Report" released by JD Super in 2021. These undoubtedly bring huge benefits under the logic of "long-term operation," not only as auxiliary decisions for marketing strategies but also as key support for new merchants in formulating strategic directions.

3. New Channel Dimension: The increment JD Super provides to new merchants is not only online, but also includes offline store networks across the country, such as JD 7FRESH and Walmart, with thousands of stores. In addition to the integration of online and offline, there is also omni-channel reach and efficient product turnover, all of which help new merchants break the "dimensional wall."

4. Marketing Dimension: Current consumers are neither satisfied with simple discounts and red packets, nor willing to waste time participating in fancy "building floors" activities, nor rack their brains to calculate complex discount formulas with "calculus." Instead, they expect more simple, fun, and interesting activities and tangible benefits. Therefore, JD Super's marketing innovation exploration has never deviated from the essence. It not only provides support in traffic, but also assists new merchants in developing a complete set of brand content creativity and systematic internal and external communication, achieving growth in both sales and brand awareness.

For new merchants, JD Super is not just a traffic channel. With the maturity of retail, logistics, technology, and other infrastructure, and the componentization and platformization of practical technologies, the continuous scaling and modular output of these new hard strengths can provide complete and mature operational methodologies for more new products, brands, categories, and merchants.

Through continuous innovation and exploration, JD Super has taken a solid step forward on the road to creating the largest increment field for new merchants.

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