Since the beginning of this year, China has successively formulated and issued the 'Guidelines for Building a 15-Minute Convenient Living Circle in Cities', aiming to construct multi-format community business districts within a 15-minute walk for residents, meeting both basic and quality consumption needs. The concept of the 'urban 15-minute convenient living circle' is of great significance not only for developing various forms of community commerce and enriching shopping scenarios for community consumers, but also for enhancing the overall community living experience. As JD.com's lifestyle consumption mall, Jingxi has implemented a series of measures ahead of 11.11. By upgrading supply chain capabilities and integrating long and short chain business layouts, it aims to thoroughly activate the 'capillaries' of the economic microcirculation, building a community commerce and lifestyle that covers all scenarios, integrates multiple channels, and meets various timeliness needs, bringing consumers quality goods at low prices and a worry-free shopping experience.

Traditional Small Stores in Lower-Tier Markets: A New Lever for Building a Community Retail Ecosystem As consumer markets in first- and second-tier cities become increasingly saturated and growth stagnates, more companies are turning their attention to the vast lower-tier markets in search of new growth points. According to the '2019-2020 FMCG B2B Industry Trend Report' by New Distribution, there are approximately 5.8 million traditional FMCG retail stores nationwide, of which over 80% are in third- and fourth-tier cities, covering up to 74% of consumers—a massive market. Meanwhile, inadequate infrastructure such as cold chain, transportation logistics, and information further hinders the flow of goods between markets of different tiers. 'Good products can't go out, new products can't come in' has become the norm for most consumers in lower-tier markets. As JD Group's strategic business targeting emerging markets, Jingxi leverages JD Group's core capabilities in supply chain, logistics, and technology, focusing on emerging markets and community and rural living scenarios. Using offline small stores as touchpoints, it integrates long and short chain product services and fulfillment capabilities to provide consumers with diverse purchasing options such as instant in-store enjoyment, pre-sale pickup, and home delivery, creating a cost-saving, worry-free, and convenient community retail ecosystem. Around the diverse living needs of community users, Jingxi focuses on small stores to build a rich community ecosystem, offering various life services such as housekeeping, clothing cleaning, and home appliance repair, as well as convenience services like free medicine kits, hot water, phone charging, and package collection and delivery. In the future, Jingxi will also introduce more of JD Group's rich resources to offline brand stores, such as JD Health, Jingchehui (JD Car Service), JD Service+, and various external business resources, injecting more convenient life services into community commerce. While promoting the development of multi-format entities and community commerce, it will also activate community vitality, truly turning offline stores in lower-tier markets into core nodes of the 'urban 15-minute convenient living circle'.

Continuously Strengthening 'Savings, Quality, and Speed' Capabilities: Multiple Measures to Ensure a New Community Consumption Experience Compared with other e-commerce platforms' dazzling and purely discount-oriented marketing methods, Jingxi 11.11 adopts four major measures—'Four Mores'—to ensure consumers enjoy quality goods at low prices, while leveraging JD's strong logistics, supply chain, and brand appeal to also experience Jingxi's multi-scenario, multi-channel, and multi-format efficient linkage of quality products, services, and fulfillment capabilities.

1. More Discounts Relying on JD's strong brand power and appeal, this year's 11.11 Savings Festival will see Jingxi collaborate with more origin sources, manufacturers, and brand enterprises to provide consumers with a vast array of quality low-price goods. Over a hundred well-known FMCG companies, including Three Squirrels, Nestlé, Fulinmen, P&G, Unilever, and Want Want, will also participate in this 11.11 Savings Festival through marketing activities like 'Daily Flash Sales' to let users enjoy the shopping experience of 'real good products, real cheap prices'. In addition, Jingxi will offer a variety of promotional activities such as hundreds of millions in official subsidies, direct red packets, and 'buy three orders, get three orders back' to benefit and reward consumers, allowing them to get value-for-money products and services with limited spending. (Savings Card)

2. Higher Quality In an era where 'you get what you pay for' prevails, Jingxi implements '21 safety quick-test labs and 500+ acceptance standards' to achieve full-chain quality control from source procurement, transportation and warehousing, online sales, to after-sales support, giving consumers a reassuring and safe shopping experience. In the after-sales process, Jingxi also provides four service commitments: compensation for delayed delivery, lightning refunds, free return shipping, and compensation for damaged fruits. Through a series of pre-sale, in-sale, and after-sale measures, consumers can not only enjoy tangible savings during the 11.11 Savings Festival but also experience a worry-free and reassuring service experience.

3. Faster Fulfillment During this 11.11 Savings Festival, the Jingxi APP and mini-program will be fully upgraded. Around the diverse living consumption needs of community users, consumers can not only experience a variety of promotional activities online and confidently purchase quality low-price goods, but also enjoy the same discounts offline, experiencing convenient doorstep shopping. In terms of fulfillment, besides traditional express delivery to consumers' doorsteps, during this 11.11 Savings Festival, consumers can also order online and pick up pre-sale items offline, purchasing daily necessities like fresh vegetables, rice, flour, and oil. Jingxi will also provide community consumers with services such as free haircuts, health education, and charitable clothing donations through Jingxi Markets, meeting the needs of consumers with different customer groups, ages, lifestyles, and shopping habits.

4. Greater Driving Force on Industrial Belts Due to the blind and highly dispersed nature of agricultural production, coupled with inadequate infrastructure such as transportation, logistics, and cold chain, and information blockage, agricultural products face difficulties in upward distribution, which also hinders economic development in origin areas. To address these issues and allow consumers to enjoy more origin goods, Jingxi has been committed to laying out industrial belts and origin-based supply chains. (Jingxi Farm) This year's 11.11 Savings Festival, Jingxi gathers products from nearly 300 industrial belts nationwide, connecting the entire chain of agricultural product cultivation, procurement, and sales, significantly reducing the number of times products are handled, lowering costs and improving efficiency, creating the shortest chain from origin to dining table. While bringing consumers quality low-price origin goods, it also genuinely helps farmers and small and medium-sized business owners achieve efficient product distribution and increase income.

New Force for Production and Sales Assistance: Building a New Ecosystem of Full Scenario, Multi-Channel, and Multi-Timeliness In the era of fragmentation, consumer behavior and consumption patterns have undergone significant changes. Single products, consumption models, and shopping channels can no longer meet the needs of the younger generation. Building a full-scenario consumption concept, creating an omni-channel pathway model, and establishing different brand and product awareness through multi-touchpoint communication have become necessary conditions for consumer goods companies in the new era. As JD.com's lifestyle consumption mall, Jingxi's strong supply chain advantages, solid warehousing and distribution logistics experience, and business model covering all scenarios and multi-channel distribution have built a strong competitive barrier and successfully created a second growth engine for rapid business development. For FMCG brands, leveraging the strong infrastructure built by Jingxi not only enables product distribution at the lowest cost and reaching the most consumers, but also, through Jingxi's integrated long and short chain logistics fulfillment model, can cultivate brand awareness and recognition among consumers in different regions and with different needs, forming brand stickiness and achieving rapid brand development. For consumers at large, during the Jingxi 11.11 Savings Festival, they can purchase cost-saving goods from across the country without leaving home, allowing users with diverse consumption needs to enjoy a quality shopping experience and meet their consumption demands. More importantly, through the integration of long and short chain businesses, Jingxi complements centralized capabilities with LBS capabilities, building a digital pathway model that gradually connects consumers and producers in different regions, significantly reducing the communication chain between both parties. The gap in consumption levels and capabilities among consumers in different market tiers is narrowing. Consumers of different identities and regions are becoming more closely connected through the diverse community ecosystem built by Jingxi, which covers all scenarios, integrates multiple channels, and meets various timeliness needs.

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