Just after 11.11, while most consumers were happily opening their packages, through Jingxi 11.11, we noticed some differences from previous years. Not only good, but also economical. Besides traditional big-name products, this year's 11.11 saw new domestic brands from industrial belts and specialty agricultural products become consumer favorites. Many items in shopping carts came from industrial belts such as Yiwu daily necessities in Zhejiang, Chengdu paper products in Sichuan, Quanzhou snacks in Fujian, as well as agricultural belts like Sichuan citrus, Jilin rice, and Yunnan Weishan red snow pear. During 11.11, Sichuan Meishan Ai Yuan oranges sold 15,000 jin in 10 minutes in a Hebei live stream, Inner Mongolia potatoes sold over 100,000 jin in a single day in Shandong, and Jiangxi Gannan navel oranges saw a peak daily sales increase of 629% during 11.11. These fruits and vegetables became internet-famous products on Jingxi, with nearly 300 provincial-level bestsellers exceeding 10,000 orders. These figures reflect different consumer preferences across regions, and also highlight that under new consumption trends, consumer shopping preferences are becoming increasingly diverse, shopping methods are more varied, and consumers enjoy a more convenient and efficient shopping experience. Reducing Costs and Increasing Efficiency to Boost Rural Revitalization During this 11.11, Jingxi shared for the first time its experience in helping high-quality development of rural industrial belts, summarized as one acceleration, two cost reductions, three income increases, and 28 quality control standards, covering the entire production and sales chain including planting, circulation, and sales. Leveraging advantages in supply chain, logistics, technology, and services, Jingxi used integrated online-offline marketing and multi-channel integration to drive deep participation from nearly 300 industrial belts, over one million small and medium merchants, and more than 10,000 brand manufacturers. The number of covered industrial belts increased nearly 70% year-on-year, bringing nearly 300,000 cost-saving products to consumers to meet their daily needs. At the same time, Jingxi integrated long and short chain business capabilities, upgraded the Jingxi APP, and provided consumers in different regions and scenarios with various shopping methods such as in-store direct enjoyment, home delivery, and pre-sale self-pickup. It also used models like local direct sourcing and multi-channel distribution to effectively help merchants in industrial and agricultural belts expand sales channels, boost sales scale, and launch a batch of new county-level industrial belt brands. During 11.11, the Yiwu daily necessities industrial belt in Zhejiang, Chengdu paper products industrial belt in Sichuan, and Quanzhou snacks industrial belt in Fujian broke into the TOP 3 most popular Made-in-China industrial belts. Meanwhile, niche agricultural products like Hunan Anjiang rock sugar pomelo, Jiangsu Suqian overlord crab, Guizhou Xiuwen kiwifruit, Shandong Zhangqiu scallion, and Henan preserved eggs became new traffic stars. Why Jingxi? Undoubtedly, relying on JD's new entity enterprise capabilities, Jingxi has become a powerful helper in supporting entities, aiding agriculture and farmers, serving the people, and promoting rural revitalization. In just a few years since its establishment, how has Jingxi achieved such rapid development? What is its "secret"? 1. Jingxi's positioning and its role within JD As JD's life consumption mall, Jingxi has been tasked from the beginning with providing high-quality, low-priced, cost-saving, and worry-free shopping experiences for the public, targeting emerging markets, and serving as JD's important off-site front for its downward strategy. Through Jingxi, countless consumers in emerging markets have become JD users. Strategically, Jingxi undertakes the important mission of exploring emerging markets and acquiring new users. Emerging markets have many users and huge consumption potential, and are still virgin lands worth deep exploration. In the long run, Jingxi may become an important engine for JD's future sustained high-speed growth. 2. Focusing on emerging markets, covering all life consumption scenarios, and creating new channels for product circulation There are many products targeting emerging markets, but few truly achieve the consumer experience of "good and economical." During 11.11, Jingxi ensured the "economical" aspect through direct sourcing from origin and local collective procurement, and ensured the "good" aspect through multi-channel integration and long-short chain capabilities for timely fulfillment. Against the backdrop of accelerating "dual circulation" in the national economy, during 11.11, Jingxi released the "Strong Village Plan" for Jingxi Farm, built a supply model combining direct sourcing and local collective procurement, promoted the integration of long and short chain businesses, established a multi-channel fulfillment retail model, achieved a closed-loop upgrade of the "production, procurement, sales" chain, and helped a batch of regional niche agricultural products go viral through e-commerce. Take Hunan Anjiang rock sugar pomelo as an example. It is irrigated by spring water and named for its crisp, sweet, and juicy taste like rock sugar. However, due to mountainous planting areas and high production costs, 80% is sold locally and it is little known elsewhere. This 11.11, after Jingxi reached a "Jingxi Farm Origin Direct Sourcing Base" cooperation with the Anjiang rock sugar pomelo industrial belt, it used the direct sourcing model to connect planting and circulation links. Through an innovative supply chain model combining long and short chains, it opened up the upward channel for agricultural products, recommended suitable cities for creating bestsellers based on the pomelo's taste, and used special marketing resources for key promotion. For example, through the live streaming channel on the Jingxi mini-program, anchors showcased and introduced the pomelo, allowing more people to learn about it and helping it sell nationwide. It is precisely because of this long-chain and short-chain logistics fulfillment capability that Jingxi can help many industrial belts and clusters across the country sell niche daily necessities and specialty agricultural products, such as Anjiang rock sugar pomelo, Suqian overlord crab, and Zhangqiu scallion, quickly to households nationwide. Jingxi 11.11 not only effectively promoted niche agricultural products to go viral, but also helped over 10,000 brand merchants find incremental markets through omni-channel layout. In the circulation link, Jingxi connected production and consumption ends through direct sourcing, shortening circulation steps. On the traffic side, relying on WeChat and QQ, two billion-level traffic platforms, it also enhanced operations through online live streaming, community operations, and social gameplay. On the sales side, it opened up multiple online fulfillment entrances, linked with millions of offline small and medium stores, achieved multi-time fulfillment, and helped upstream brand owners and production enterprises achieve multi-channel distribution and full-scenario coverage, reaching more consumers in emerging markets. During 11.11, brands such as Fulinmen, Yili, Unilever, and P&G topped the list of top brands by transaction value. At the same time, a batch of Chinese time-honored brands and famous local old stores, including Hubei Sijimei Soup Dumplings, Hubei Tanyanji Dumplings, Yuandatou Baozi, Baoshifu Pastries, Caoxiangtai Mung Bean Cake, and Yang Yongxing Meatballs, got online through Jingxi, achieving standardized and large-scale sales on the internet. Not only does it provide support in products, brands, operations, and traffic to traditional offline stores, but it also offers community users diverse consumption methods such as in-store purchase, pre-sale self-pickup, and home delivery, forming the core of Jingxi's long-short chain fulfillment capability. During 11.11, focusing on community life consumption needs, Jingxi carried out a series of promotional activities and community services centered on community retail small stores. Community users can not only enjoy cost-saving and worry-free quality products through various shopping methods like in-store enjoyment, pre-sale self-pickup, and home delivery, but also visit Jingxi offline brand stores to enjoy convenient and diverse community services such as housekeeping, clothing cleaning, and appliance repair. In addition, the "Jingxi Market," integrating promotional activities and caring services, also entered offline brand stores in Shandong, Beijing, Chengdu, Guangzhou, and Zhengzhou, carrying out services like free haircuts and health education, allowing community users to enjoy cost-saving products while fully experiencing warmer caring services. It is worth noting that the new community consumption life built by Jingxi has become an important force in ensuring people's livelihood, promoting agricultural product upward channels, and rural revitalization, and has epoch-making significance for building harmonious communities and a happy society. Are you "watching" me?