Jingxi Product Analysis

In September 2019, the Jingxi APP, which was adjusted and upgraded from its predecessor "JD Pingou" and uses WeChat as its main first-level entrance, was officially launched, announcing that JD has completed its strategic layout in the sinking e-commerce market and mobile channels.

According to public reports: This is a new round of strategic cooperation reached after JD.com and Tencent entered into strategic cooperation and settled in the first-level entrance of mobile terminals in 2014, with in-depth layout to explore the social e-commerce market. With the help of the booming development of mobile social networking and the traffic and ecological advantages of WeChat and QQ, Jingxi has achieved a double harvest of building an ecological base in the sinking market and increasing the number of user groups.

Why does JD.com focus on the traffic market and develop a model that combines social ecology with e-commerce? Relying on social traffic and the "decentralized" individual communication model, what is the current development status and future direction of the entire social e-commerce industry?

This article will take the opportunity of analyzing the social e-commerce APP Jingxi to deeply explore the operating logic of JD.com and the social e-commerce industry.

This article will analyze from the following aspects:

1. Industry Analysis
2. Competitive product analysis
3. User Value Analysis
4. Business value analysis
5. Product Iteration Analysis
6. Product structure analysis
7. Operational Path Analysis
8. Future Outlook

1. Industry Analysis

The social e-commerce industry draws on the experience of the WeChat business model, relies on the prosperous development of the Internet and social networking platforms, and uses the "decentralized" individual communication advantages to apply social elements such as attention, sharing, discussion, communication and interaction to e-commerce transactions. Through the platform advantages, interactive exchanges and shopping sharing are generated between users and between users and merchants, optimizing the user shopping experience and enhancing the platform user stickiness.

After exploration and accumulation, five social e-commerce models have been developed: membership system, new retail/micro-business, group buying model, S2B2C model, and community/community group buying.

The product analyzed in this article, Jingxi, belongs to the group-buying social e-commerce, focusing on the sinking market. It adopts a barrier-free group-buying method to take advantage of the communication advantages of social platforms to share with one click and invite friends to group buy goods at a discounted price. At the same time, the platform relies on social fission to achieve efficient and low-cost traffic, which is a win-win shopping model.

So why has there been a rapid rise in social e-commerce platforms and an explosive growth in platform users since 2015? Since the social e-commerce industry is deeply restricted and influenced by macro factors, the PEST model will be used to explore the reasons behind the rise of social e-commerce.

1. Politics

The country has issued relevant opinions and policies on the social e-commerce industry on many occasions, standardizing industry norms while also actively encouraging industry development.

In November 2015, the State Administration for Industry and Commerce issued the "Opinions on Strengthening Supervision of Internet Markets", which mentioned "studying the development and changes of business models and new formats such as social e-commerce, cross-border e-commerce, group buying, O2O, and proposing targeted measures and methods for supervision in accordance with the law." For the first time, social e-commerce was included in the scope of supervision and industry requirements were standardized.

In November 2016, the State Council promulgated the “13th Five-Year Plan for the Development of National Strategic Emerging Industries”, which required “promoting the application of digital creativity in e-commerce and social networks, and developing new marketing models such as virtual display shopping, social e-commerce, and “fan economy””. It was the first time that the development of social e-commerce was encouraged, providing new impetus and opportunities for the industry’s progress.

Subsequently, in December, the Ministry of Commerce, the Cyberspace Administration of China, and the National Development and Reform Commission jointly issued the "13th Five-Year Plan for the Development of E-Commerce", which emphasized the encouragement of the development of social network e-commerce models and the provision of personalized e-commerce models for consumers.

In September 2018, the Ministry of Commerce announced that the "Social E-commerce Business Standards" entered the review stage, marking that the first social e-commerce business standards will soon be implemented, providing order and standards for the development of the industry and promoting the healthy development of the social e-commerce industry market.

In January 2019, the Standing Committee of the National People's Congress approved the implementation of the "China Electronic Commerce Law", and the first comprehensive law in the field of e-commerce was officially implemented, which established benchmarks and guidelines for the development of the e-commerce industry and encouraged the development of new e-commerce formats. The country's attention and encouragement will safeguard the development of social e-commerce and bring a large number of opportunities and possibilities to the development of the industry.

2. Economy

With the continuous development and gradual maturity of the Internet after its rise, the number of Internet users in my country has continued to rise. At the same time, the popularity of smart phones has led to an explosive growth in the number of mobile Internet users. As of June 2021, according to a report from the China Internet Network Information Center, the size of Internet users in my country reached 1.011 billion, and the Internet penetration rate reached 71.6%, constituting a huge potential user group for the e-commerce industry.

In addition, with the continuous development of my country's Internet, the growth in the number of Internet users and the improvement of people's income and living standards, the scale of the digital consumer economy represented by e-commerce continues to expand.

(Data source: iResearch report)

According to data analysis by the China Academy of Information and Communications Technology, the scale of China's digital economy has continued to increase in the overall GDP, reaching 35.8% in 2019. When comparing the contribution rates of final consumption expenditure, gross capital formation, and net exports of goods and services to GDP from 2010 to 2019, final consumption expenditure has become the main driving force for GDP growth with a contribution rate of more than half. Taking advantage of the development of the digital economy, "consumption upgrading" has gradually become the development direction of our society.

With the good growth trend of the digital economy, digital consumption scenarios will usher in greater opportunities and challenges in the future.

(Data source: iResearch report)

In addition, according to the 2019 China Statistical Yearbook, the growth rate of residents' consumption in the sinking market continued to rise, and the level of residents' consumption gradually improved, which brought good opportunities for the development of social e-commerce. In addition, residents' disposable income also shows a stable growth trend. Unlike the living costs and mortgage expenses in first- and second-tier cities, residents in the sinking market bear less pressure on living costs, and there is a large room for growth in consumption in the sinking market.

(Data source: iResearch report)

3. Society and culture

The average education level of the consumer group in the sinking market is low, and they lack the awareness to actively judge the quality of goods. They are more likely to be recommended and influenced by their friends. Compared with users in first- and second-tier cities, they have more free time and are more willing to pay a certain time cost in exchange for certain discounts and profits. At the same time, being sensitive to prices is also one of the characteristics of this group.

Therefore, the emergence of group-buying social shopping methods reduces the persuasion cost of goods and improves the conversion efficiency of the platform based on the trust relationship between friends.

At the same time, third-tier and lower urban and rural areas are constrained by regional economic development factors, and the richness of product categories in offline physical stores is relatively low. The incomplete product categories cannot meet the users' growing consumption capacity and diversified needs, thus providing good prerequisites and soil for the development of social e-commerce.

In addition, the emergence of the new coronavirus pandemic in 2020 has had a great impact on residents' social lives. At the same time, changes in lifestyle have brought about changes in residents' consumption behaviors and habits.

According to survey data from the National Bureau of Statistics, China's per capita consumer expenditure declined for the first time in 2020 after years of steady growth. At the same time, China's urban and rural Engel coefficient rebounded in 2020 after years of downward trend and was almost the same as in 2016.

(Data source: iResearch report)

The impact of the epidemic has made residents' consumption behavior more cautious and conservative, which means that under the changing social background, the cost-effectiveness of goods and the trust in the consumption process have an increasingly important impact on consumer behavior. To a large extent, it provides a good development environment and unique business advantages for social e-commerce that utilizes individual communication advantages and word-of-mouth communication effects.

4. Technology

The continuous development and progress of Internet technology has brought many improvements and changes to the social e-commerce industry.

Since 2012, with the popularization of smart phones and the large-scale application of supporting smart operating systems, the mobile Internet has entered a stage of rapid development. Major Internet companies are focusing on developing OTT applications for the mobile Internet, and mobile applications represented by WeChat are beginning to show explosive growth.

The continuous improvement of smartphone hardware performance and the continuous simplification of operating systems have lowered the threshold for people to use them, optimized their usage experience, and facilitated the growth of the number of mobile Internet users. At the same time, the establishment of platforms such as instant messaging has improved people’s communication methods and reduced their communication costs. The emergence of voice chat and video chat has brought people closer together, brought a unique sense of trust and experience, and provided space for the development and spread of social e-commerce.

The development and popularization of SaaS service applications allow social e-commerce to rely on the platform to carry out more professional sales and marketing activities, which has promoted the standardization and efficiency of social e-commerce. At the same time, with the continuous deepening of SaaS services, it will also promote the further maturity and perfection of the social e-commerce market.

The application of technologies such as big data in the e-commerce field has gradually matured. The personalized recommendation optimization of algorithms has upgraded the user shopping experience, allowing users to purchase the products they need quickly and worry-free, thereby improving the operational efficiency and conversion rate of e-commerce platforms.

The improvement of the supply chain and the upgrading and optimization of logistics management are also important factors that promote the development of e-commerce. Thanks to the advanced hierarchical logistics management system and the popularity of express delivery, goods can be delivered to users quickly from their place of origin, which not only provides convenience to users but also reduces the operating costs of e-commerce platforms and improves operational efficiency.

The above favorable factors have jointly promoted the continuous growth trend and hot development of social e-commerce, allowing the industry to have extremely high attention and exposure, and constantly intervene in the lives of users, narrowing the distance with users. So what will be the development trend of this industry in the next few years? Is there still enough market space and development opportunities?

According to data from the Internet Society of China, by 2019 the overall scale of China's social e-commerce reached more than 2 trillion yuan, maintaining a growth rate of between 60% and 100% for six consecutive years. At the same time, the number of people employed in the social e-commerce industry was 48.014 million in 2019, a year-on-year increase of 58.3%, and the growth rate has remained stable at more than 20% for many consecutive years.

(Data source: Internet Society of China)

In addition, data compiled from public information shows that since 2015, the scale of social e-commerce has shown explosive growth, with the industry transaction volume of 4.69 billion yuan in 2015 to 2,067.36 billion yuan in 2020, and the industry scale has expanded rapidly. According to forecasts, although the growth rate has slowed down in recent years due to limitations on industry scale, it still shows a trend of sustained growth, with the transaction volume expected to reach 2,378.57 billion yuan by 2021.

(Data source: iiMedia Data Center)

Therefore, it can be seen that although the industry has passed the period of explosive growth, relying on the scale of the industry and the base of the number of employees, as well as the huge traffic dividend of the mobile Internet, social e-commerce still occupies a fairly broad user transaction market.

However, based on the forecast analysis of transaction scale, social e-commerce platforms may face adjustments and optimizations in the industrial structure in the next few years, gradually forming a brand effect of the leading platforms, or a situation equivalent to the phenomenon that Tmall, Taobao, and JD.com are far ahead in the comprehensive e-commerce platforms.

2. Competitive Product Analysis

Faced with this explosively growing track and trend, a large number of participants and competitors have emerged, and different types of social e-commerce products have been derived, namely membership system, new retail/micro-business, group buying model, S2B2C model and community/community group buying. Among them, Jingxi, Pinduoduo, Suning Pingou, Taote, etc. are group buying social e-commerce platforms.

Since Jingxi and Pinduoduo are direct competitors with similar target user groups and sales methods, we will use the two companies' growth paths and business models as a starting point to gain a deeper understanding of the differences between them.

1. Jingxi

In 2014, JD.com launched its social e-commerce layout, reached a strategic partnership with Tencent, and became a first-level shopping portal on WeChat and mobile QQ.

In 2016, the group buying business was launched, and the content shopping guide ecosystem - "Shopping Circle" was launched.

In June 2018, JD.com launched the group buying mini program and fixed "group buying" as a permanent module on the homepage of the JD.com APP and JD.com shopping mini program.

In April 2019, JD.com launched its Pingou APP, and reached a new round of strategic cooperation with Tencent to promote the growth of its product layout in the sinking market. In September of the same year, JD.com’s Pingou was fully upgraded to “Jingxi”, a social e-commerce platform with WeChat’s first-level entrance as its main carrier.

In March 2021, the Jingxi platform was upgraded to "JD.com's special price shopping platform."

In January 2022, the Jingxi APP was connected to the digital RMB acceptance function.

(1) Business model

Jingxi is a B2C group-buying social e-commerce model. Based on the price advantage of direct supply of goods from platform merchants, it reduces the price of goods by combining various social gameplay with group buying to attract users and maintain a certain user stickiness.

(2) Product source

Jingxi has multiple supply channels to ensure the supply of goods. For agricultural and sideline products, Jingxi actively cooperates with the places of origin, implements a number of plans such as the "Strong Village Plan", and establishes "Jingxi Farms", a direct vegetable purchase base, in various places, forming a "direct purchase from the place of origin" method. At the same time, Jingxi directly cooperates with large, medium and small factories and helps them with publicity and promotion. It has deployed more than 100 industrial belts across the country, established a complete supply system, and adopted the "factory direct high-quality products" approach to ensure commodity supply.

In addition, certain entry thresholds and strict product quality inspection standards are set to conduct strict quality control on products.

(3) Product categories

As a comprehensive social e-commerce platform, Jingxi covers product categories including "food, clothing, housing, transportation", "digital 3C" and many other aspects. As the supply chain gradually improves, it covers all categories of goods. However, since JD.com's products are mainly developed for the sinking market, the main advantage is price, and there are fewer high-priced products in the product category.

(4) Commodity storage

Relying on JD.com's corporate capabilities and its own supply chain and technical capabilities, Jingxi has set up multiple graded goods warehouses and processing warehouses across the country to ensure the supply of goods in various regions.

(5) Commodity transportation

Jingxi has built its own logistics system by drawing on JD.com's advanced logistics and transportation experience. In addition, it has also cooperated with Zhongyou Express and others to achieve efficient commodity transportation.

(6) User source/profile

Jingxi uses WeChat as the main first-level entrance to acquire customers based on six traffic entrances including WeChat and QQ, two billion-level traffic platforms, and Jingxi mini program, Jingxi M station, Jingxi APP, and fan groups. At the same time, Jingxi focuses on the sinking market, and its main customer group is consumers who are more sensitive to prices. It creates a diversified shopping scene that integrates social, community and social groups, and builds a new shopping ecosystem with the Jingxi platform as the core link to connect online communities and places of origin.

(7) After-sales service

Jingxi after-sales guarantee is connected to JD’s after-sales platform to realize unified after-sales management on multiple platforms and improve service efficiency.

(8) Business expansion

Jingxi cooperates with local suppliers to establish supply bases, and uses its logistics advantages to create a next-day pickup service for fresh products. By establishing community group leaders to initiate group creation, the platform delivers to the location designated by the group leader, and users pick up fresh vegetables at the corresponding location, the service is integrated into residents' daily lives.

At the same time, Jingxi has expanded its offline store business and tried to establish "Jingxi Stores" and "Jingxi Mother and Baby Products Stores" in various places to enter the offline physical market.

2. Pinduoduo

In April 2015, Pinduoduo was officially launched.

In July 2016, the platform's user base exceeded 100 million, and it received US$110 million in Series B financing led by IDG Capital, Tencent, and Gaorong Capital. In September of the same year, it announced a merger with Pinhaohuo.

In July 2018, it officially landed in the U.S. capital market with an issue price of US$19 and a market value of US$24 billion. In October of the same year, it started cooperation with Gome Electrical Appliances, which provided it with electrical appliance merchandise management business.

In December 2018, according to data from CCTV Economic Network, the annual active users reached 385.5 million, surpassing JD.com's 305.2 million to become China's second largest e-commerce platform.

In February 2019, Pinduoduo was included in the MSCI Index.

In January 2022, Pinduoduo established a new company in Shanghai to expand its supply chain management services.

(1) Business model

Similar to Jingxi, Pinduoduo's business model is also a B2C group-buying social e-commerce. Through low-price matching, it uses the means of matching low- and mid-end product sources with low-end users and the advantages of acquaintance social networking to create a group-buying social model based on mobile Internet ports.

(2) Product source

The Pinduoduo platform works with agricultural practitioners to integrate resources in the agricultural product area, including logistics and packaging, to establish a large-scale agricultural product distribution center, and promote the development of added value of agricultural products, thereby achieving industrial sinking and supply provision. Cooperate directly with manufacturers to achieve direct supply from manufacturers.

(3) Product categories

As a comprehensive social e-commerce platform, it covers all categories of goods.

(4) Commodity storage

Sorting warehouses have been set up in many locations across the country to meet the temporary storage needs of goods. At the same time, it cooperates with warehousing companies to rent their warehouses, and does not focus on investing in the construction of large-scale warehousing buildings.

(5) Commodity transportation

Cooperate with logistics companies to transport goods, develop a "new logistics" platform that uses a light-asset, open model to link merchants and users, and improve supply chain and logistics efficiency.

(6) User source/profile

Taking advantage of the huge traffic on the mobile Internet, we use simple and efficient means of attracting new users, such as sharing group buying links and red envelope links on social platforms, to form viral marketing and acquire users. The main target is the user groups in the sinking market and price-sensitive consumers. The platform operation team cooperates directly with merchants, obtains merchants' products at low prices by reducing the platform's commission, and uses group buying, red envelopes, bargaining and other activities combined with social gameplay to attract this customer group.

(7) After-sales service

Pinduoduo platform’s official customer service guarantees consumers’ after-sales shopping services.

(8) Business expansion

Focusing on the field of fresh food e-commerce, we have developed the "Duoduo Maicai" business line, providing free home delivery for goods shipped from the place of origin.

3. Conclusion

From the above analysis, it can be seen that Jingxi and Pinduoduo were established at a similar time and have the same business model. Both are B2C group-buying social e-commerce companies and are direct competitors.

However, in the early stages of development and expansion, Pinduoduo used unique and efficient methods of attracting new users and price advantages to attract a large number of users, and its products achieved rapid growth, even surpassing traditional mainstream comprehensive e-commerce platforms.

Its unique customer acquisition method and core business have laid a solid foundation for product development and the formation of industry-leading advantages. However, due to the immaturity of the supply chain in the early stage of development and the hidden dangers brought about by rapid expansion, Pinduoduo platform has frequent product quality problems, its reputation has shown a downward trend, and its customer acquisition efficiency has become increasingly lower. Its unique product core functions and viral marketing have also caused users to have a rebellious psychology to a certain extent. At the same time, a large number of merchants entering the platform has triggered a red ocean market effect, which is not conducive to the development of the platform.

Correspondingly, Jingxi has also achieved rapid development by relying on the reputation of its upstream JD platform and the advantages of multiple Internet mobile portal customer acquisition channels. Thanks to JD.com's experience in building logistics supply chains and the advantages of a mature system, Jingxi was able to quickly build a unique product supply chain and screen the merchants who were allowed to enter. This allowed it to reduce commodity transportation costs while ensuring product quality, thereby creating a price advantage to attract users. Relatively speaking, Jingxi has achieved a healthy development trend with both good reputation and good traffic.

Finally, after the platform ecology and core businesses have become stable, in order to cope with the unfavorable situation in recent years, such as the overall slowdown in the development trend of social e-commerce, the end of the industry's rapid development dividend period, and the saturation of the market, both companies have begun to explore new ways to develop social e-commerce and expand new businesses, but the specific effects are still unknown.

3. User Value Analysis

In the group-buying social e-commerce market, there are five main participants: consumers, merchants, platforms, logistics, and suppliers. The business logic diagram of Jingxi is as follows:

If an e-commerce platform wants to achieve rapid development, it must meet the needs of consumers, the demands of merchants, and the requirements of suppliers, while also ensuring product logistics, marketing, and after-sales service.

Next, let’s explore the needs of consumers, merchants, and suppliers, and how Jingxi can better meet their needs.

1. Consumers

According to the positioning of Jingxi products and JD.com's layout, Jingxi's main customer groups with its low-price advantage and group buying business are mostly concentrated in the sinking markets in third-tier and lower urban and rural areas.

Users in the lower-tier markets are more concerned about "more, faster, better, and cheaper" in the shopping process:

• More: With the gradual enrichment of spiritual and material conditions brought about by economic development, consumers' demand for the variety of goods is gradually increasing. Sometimes offline physical stores cannot meet their shopping needs. Users hope that online platforms have a rich variety of goods to meet different needs.
• Fast: With the increasingly rapid pace of social life, consumers hope to obtain what they need through convenient and efficient shopping processes and methods.
• Good: Consumption scenarios that influence shopping decisions through word-of-mouth communication often occur among users in the sinking market. When comparing similar products, they trust the recommendations of their friends more and have a higher degree of recognition for the products.
• Savings: Most users in the sinking market are price-sensitive consumers who pay more attention to the price and cost-effectiveness of goods. Usually, product discounts and discount promotions are important factors that determine the consumption of users in the sinking market.

(Data source: Penguin Research Platform)

After generating shopping needs, consumers currently adopt the following shopping methods:

(1) Offline physical stores

Before the popularization of the Internet and the development of e-commerce platforms, offline physical stores were the main shopping places in people's daily lives. However, due to various factors in reality, the limitations of physical stores are becoming increasingly prominent:

Incomplete product variety: Offline stores are often restricted by space and venue, and have certain restrictions on the types and quantities of goods. It is often impossible to meet the needs of consumers, and there is often only one brand of similar products, making it impossible to form a horizontal comparison of products and judge the cost-effectiveness.

High shopping costs: Offline stores have fixed business locations and cover a relatively small audience, and can often only meet the shopping needs of surrounding consumers. And sometimes specific categories of goods need to be purchased in specific stores, which increases consumers' time and transportation costs.

Lack of price advantage: Offline stores are constrained by practical conditions such as store rents and have to bear higher operating costs. Therefore, product prices are higher than those of e-commerce, and price advantages cannot be formed. Discounts and promotions only occur in specific situations.

Limited shopping time: Offline stores have fixed operating hours, and consumers can only complete the consumption process within the store’s operating hours. Their needs cannot be met outside the operating hours.

Inconvenience in finding targets: For consumers with specific purposes and needs, shopping in offline stores often requires more time and energy to find the products they need, which causes inconvenience compared to e-commerce platforms.

(2) Traditional online e-commerce

With the popularization of the Internet and the rapid development of e-commerce, shopping on e-commerce platforms accounts for an increasingly large proportion in people's daily lives. Through the convenient search functions and price advantages of e-commerce platforms, people can often buy their favorite products. However, with the slowdown in the development of traditional e-commerce platforms, the problems with this shopping method have gradually become prominent.

Product credibility cannot be guaranteed: When shopping on traditional e-commerce platforms, consumers can only access product information and related pictures provided by merchants. They have no way to actually evaluate the products. Products often do not match the descriptions, resulting in return claims, which in turn consumes consumers' energy and time. In addition, merchants on traditional e-commerce platforms may engage in false orders and false reviews. The false sales volumes and reviews interfere with consumers' judgment and reduce the consumer experience.

Poor interactive shopping experience: During the shopping process on traditional e-commerce platforms, the interaction between products and consumers can only be carried out through text and pictures. It is impossible to physically touch the products like in offline physical stores, which increases consumers' doubts and affects their shopping decisions.

Untimely delivery of goods: Traditional e-commerce platforms often cooperate with multiple express delivery companies. The timeliness and safety of delivery by different express delivery companies vary greatly. In addition to being unable to meet consumers' urgent shopping needs, the different guarantees of different express delivery companies also have a significant impact on consumers' shopping experience.

The user groups covered are limited: Affected by the level of network development, education level, social structure and the degree of adaptation to information dissemination methods, traditional e-commerce platforms have many functions and are more complex to operate. They are unable to meet the usage habits of some users in the sinking market, and the consumption needs of users in the sinking market still need to be addressed.

Promotion rules are complex and changeable: Traditional e-commerce platforms often use complex promotion and discount rules to allow consumers to participate in more activities and be exposed to more brand products to enrich marketing and increase consumption possibilities. However, compared with normal prices, the discounts and discounts that consumers can get are often very limited, and there is no way to really get benefits.

(Data source: iResearch report)

(3) TV shopping and live streaming

Before the rise of the Internet, information was mainly disseminated through radio and television channels. Through television advertising, businesses can achieve a wider promotion effect and thus gain greater profits. Therefore, television shopping has gradually emerged as a way to promote products, with people ordering products introduced by television shopping channel staff over the phone. In addition, live shopping in the Internet era also draws inspiration from TV shopping.

This type of audio-visual media shopping method is conducive to product promotion and has better marketing effects than other shopping methods, but this method also has certain limitations and problems.

Limited product categories: Audio-visual media shopping only recommends products from brands with which it cooperates. Consumers are often exposed to limited consumer categories and brands. Merchants have a high entry threshold, especially for audio-visual media with good promotion effects and a large number of viewers. The entry cost and threshold are higher, and small brand manufacturers and individual brands cannot be promoted through audio-visual media.

Easy to make impulse purchases: When promoting products, audio-visual media are more likely to exploit consumers' psychological characteristics and grasp consumers' psychological needs to promote products. They deliberately guide people to make impulse purchases through exaggerated expressions and limited-time purchases. Consumers often fall into the demand trap and buy products they don't really need.

It can be seen that these three methods have their own advantages and disadvantages, and none of them can meet the needs of consumers well.

2. Merchants

Merchants aim to make a profit on goods, and their basic demand is to sell the most goods at the lowest cost to earn the biggest profit.

The Internet has driven the upgrading and transformation of many industries, and has also driven the development of online e-commerce that is different from traditional offline retailers.

(1) Offline physical retailers

In recent years, the Internet has developed increasingly rapidly. Traditional offline physical retailers have been impacted by e-commerce platforms and are facing great challenges. They are constantly looking for new ways out.

High operating costs: Offline physical retail requires an actual site to operate, which involves actual operating costs such as rent, decoration, procurement, and personnel. The more crowded the store and the better the location, the more expensive the rent.

Poor risk resistance: The goods in physical stores are subject to certain timeliness and popularity. Unclear brand positioning or improper investment direction may lead to poor management and bankruptcy. Especially after 2020, affected by the epidemic, physical retail business has suffered a huge impact, and a large number of physical retailers and enterprises are facing bankruptcy due to the epidemic.

Fierce competition among peers: Similar competing stores are more likely to appear in physical blocks with high traffic and good locations, which can easily lead to vicious price competition.

Small coverage: The main customer base of physical retailers can only come from surrounding blocks or the area where they are located. It is extremely difficult to expand the sales customer base due to the influence of traffic and arrival time. There is also a revenue ceiling. It is difficult to achieve new breakthroughs after reaching a certain level and scale.

(2) Merchants on online e-commerce platforms

The advancement of the Internet and the growth of Internet users have brought tremendous development opportunities to e-commerce platforms and merchants. While e-commerce has benefited, there are also some problems.

Promotion encounters bottlenecks: Traditional e-commerce platforms have passed the period of rapid development, customer growth rates have stagnated, product promotion has encountered difficulties, and the cost of acquiring new users has increased.

Poor shopping experience: Compared with the higher interactivity and shopping experience offline, the realism of online shopping interaction is low, which can easily cause concerns to customers and affect their consumption decisions.

Low customer stickiness: Merchants on e-commerce platforms generally use price advantages, sales volume, and reviews to attract customers and compete with similar products. Once one of these advantages is lost, they may lose customers and sales volume decline, and they will not be able to form the same brand reputation effect and fixed customer base as offline stores.

3. Suppliers

Suppliers have sufficient supply and need more commodity orders and more stable sales channels to expand their own production profits. At the same time, they need to have a grasp of market trends and deeply explore consumer needs and preferences to create products that are favored by the market and consumers. In addition, it is necessary to establish a reasonable feedback mechanism to adjust production strategies and output in a timely manner through market feedback to avoid risks.

At the same time, suppliers have also noticed the development of Internet e-commerce platforms and want to open up sales channels through e-commerce platforms, establish their own brands to expand sales, reduce intermediate distribution links and increase product profits.

4. Platform

From the above analysis, we can find that in the daily routine of consumer shopping, the existing consumer shopping solutions have the following problems:

• The question of whether the product types are complete.
• Shopping in physical stores involves the issue of time and transportation costs.
• The question of whether the price of the product is favorable.
• The question is whether the shopping process is convenient and whether you can find the products you need accurately and quickly.
• The question of whether the goods are of guaranteed quality and worth the money.
• The question is whether the shopping experience is comfortable and pleasant.
• The question of whether the goods can be obtained and used as soon as possible.
• The question is whether you can compare prices from different stores and find products with high cost performance.

The main demands of merchants are to reduce operating costs, expand customer base, and increase sales and profits. Similarly, suppliers also have a strong desire to increase sales and profits, create independent brands and enhance brand awareness. How does Jingxi, as a platform, better meet their needs and attract them to this platform?

(1) Supply chain integration and industrial belt upgrading

The Jingxi platform focuses on deepening and integrating industrial belts, and has deployed more than 100 industrial belts across the country while upgrading and developing them. It promotes cooperative suppliers through source supply chains and industrial belt traceability live broadcasts, launches the Jingxi store development strategy, creates independent merchant brands, and further expands the "Jingxi Industrial Belt Factory Direct Premium Products Plan." Use the advantages of the Internet to build a digital industrial belt and help industrial upgrading. Relying on the capabilities of JD.com's physical enterprises, it supports the real industry and farmers, cooperates with local governments to establish direct purchase bases for agricultural products, and responds to the national rural revitalization development strategy.

In addition, the "Factory Direct Premium Products" plan launched by Jingxi has built an efficient online sales system for a large number of factory-type, agricultural-type, and foreign trade-type merchants. It can not only help industrial belts and places of origin connect with the consumer demand of the domestic sinking market and fully release production capacity, but also bring more high-quality source products to consumers.

Through the Internet advantages of the Jingxi platform, we can drive the integration of the supply chain and the upgrading of the industrial belt, provide merchants with service guarantees and sales data support, and meet the demands of merchants and suppliers to expand sales, expand customer base, and increase profits.

(2) Low price advantage and multiple product offerings

Jingxi reduces the intermediate supply links of goods by directly linking with the manufacturer's supply chain, and can get more favorable prices while ensuring the manufacturer's profits. At the same time, based on the advantages of the logistics system built by JD.com, the storage and transportation costs of goods are lower. Under the combined influence of these two factors, the Jingxi platform can obtain a low-price advantage and stand out in the competition with similar e-commerce platforms, which is more in line with the price-sensitive psychology of users in the sinking market and increases platform traffic and transaction volume.

In addition, Jingxi has also developed a variety of gameplay methods that are embedded in products and interact with commodities, so that platform users can obtain commodity discounts while increasing user activity and user stickiness.

First, sign in and receive a red envelope.

Users can receive a certain amount of coupon red envelopes by signing in daily and completing tasks. They can receive large coupon red envelopes by signing in for 4 or 7 consecutive days. Successfully received coupons can be used to purchase products on the platform.

Second, Jingxi Factory.

Choose a favorite product through the mini-program game, obtain the required materials and start production. During the process, you need to complete tasks to obtain electricity to maintain production until production is completed. After production is completed, you can redeem the selected product.

Third, Fortune Island activities.

Earn Jingbi through mini-program games to upgrade in-game buildings. Buildings can generate in-game wealth. Accumulating a certain amount of Jingbi can be exchanged for corresponding prizes. If conditions are met, you can also get the opportunity to withdraw cash.

Fourth, Jingxi Ranch.

Through the mini program game, you can feed cabbage to chickens to produce golden eggs. Collecting a certain amount of golden eggs can be exchanged for corresponding goods. The goods are sent to the user's account in the form of coupons. Users can place orders through the page and use the coupons to obtain the exchanged goods. The gameplay of Jingxi Ranch can play a role in product promotion.

It can be seen that Jingxi’s gameplay system is very diverse, which not only ensures the activity and stickiness of platform users, but also meets users’ demand for price discounts. At the same time, it ensures that the products can be widely promoted, helping platforms and merchants to acquire customers at low cost and increase profits.

(3) Merchant entry control and reputation assurance

When consumers shop on traditional e-commerce platforms, they cannot see physical products, and there are often cases where merchants falsely advertise and excessively exaggerate products, resulting in poor shopping experience for consumers.

Based on the quality assurance and reputation advantages of JD.com’s products, Jingxi platform pays more attention to product quality control. In addition to setting up a series of review conditions to screen merchant qualifications, Jingxi has also established 21 food safety quick inspection laboratories to conduct nearly 100 pesticide and veterinary drug testing on agricultural and sideline products to ensure food safety. At the same time, a 500+ quality control standard has been established, and the products have achieved full-process quality control from the source to the hands of consumers.

In the sales process of daily platforms, Jingxi Quality Control will conduct random product inspections with SGS, ITS and other well-known domestic and foreign tripartite quality inspection agencies every week to inspect the products sold frequently to ensure the quality of the products.

Through multiple measures and link guarantees, consumers' concerns about product quality are solved and cost-effective products are more likely to be obtained, which improves consumers' shopping experience and gradually forms a good reputation among the consumer group, attracting more consumers to shop on the Jingxi platform.

(4) Social gameplay and communication psychology

Jingxi reached a strategic cooperation with Tencent as early as 2014, and used the huge traffic advantages of the two major social platforms, WeChat and QQ to access the first-level shopping entrance. Through the advantages of various social gameplay and the number of social users, we will give full play to the communication and sharing effect of WeChat and QQ platforms and the advantages of Jingxi's platform merchants to solve consumers' demand for diversified product types.

At the same time, relying on the advantages of "acquaintance sharing" of social platforms, we accurately grasp the psychological characteristics of users of sinking platforms that trust more in sharing recommendations by surrounding acquaintances, reduce users' doubts, and promote users' consumption on the platform.

In addition, Jingxi has set up a series of unique shopping and sharing methods based on social platforms to build a richer and more diverse social shopping scenario, increase customers' consumption experience, and reduce the promotion costs and customer acquisition costs of merchants and platforms.

First, Niu Niu makes a lot of money.

Platform users successfully receive corresponding rebates and withdrawals by inviting friends to become new users and placing orders for the first time to receive goods. The more new users are invited, the more rebates you get. Through this incentive method, users' spontaneous sharing and promotion can efficiently attract traffic and acquire customers for the platform.

Second, Jingxi is a team.

Jingxi Pinpin is the core gameplay of Jingxi, involving all categories of products. Enjoy the group buying activities through the platform and enjoy the unique group buying prices of the platform's products, and use the pre-sale of the product and the designated nearby delivery pickup point to carry out the product self-pickup. You can initiate a group buying by yourself and participate in other people's group buying. It is relatively free. After the group buying is successful, you can successfully purchase discounted products and deliver them by Jingxi.

Through Jingxi Pinpin, customers can enjoy the shopping experience of social group buying and more discounted products, enhance consumers' interactive experience, make up for the shortcomings of poor shopping interaction on traditional e-commerce platforms, and nearby group buying and delivery also saves customers time and transportation costs, and can get more discounted prices and categories than physical stores.

Third, live streaming to sell goods.

Jingxi also pays attention to the marketing impact brought by the brand effect, enhances the brand's influence and promotion through industrial belt live broadcasts and Internet celebrity experts' live broadcasts, grasps consumers' shopping psychology through audio and video expressions, enriches consumers' shopping experience, and provides publicity opportunities for merchants and suppliers.

(5) Logistics and after-sales guarantee

Thanks to the mature logistics system and regional distribution center established by JD platform, Jingxi platform can quickly build its own logistics system, and can save logistics costs and transportation time, facilitate unified management, and avoid logistics chaos.

Therefore, after placing an order, the system can match the nearby suitable supply as soon as possible, and deliver it as soon as possible through Jingxi's logistics system, which greatly shortens the time for consumers to get the purchased goods and improves consumers' shopping experience and satisfaction. Jingxi's system strategies such as delayed delivery must-pay compensation have also ensured customers' demand for getting the goods as soon as possible, and the mature logistics system also helped merchants and suppliers reduce costs and increase efficiency.

At the same time, Jingxi has also established a mature after-sales guarantee system. Services such as lightning return, free shipping for returns, and bad fruit compensation promises to increase consumers' shopping confidence and dispel consumers' shopping decision-making concerns.

5. Conclusion

Through the above analysis, we can find that compared with other group shopping social platforms, Jingxi has great advantages in supply chain integration, industrial belt upgrade, price, product gameplay, merchant credit, product quality, social gameplay, publicity and promotion, logistics and after-sales service, which explains why Jingxi can quickly acquire customers and develop.

4. Commercial Value Analysis

The core business of social e-commerce such as Jingxi is platform shopping transactions. An important indicator to determine whether a business can develop healthily is revenue. Here we draw on the GMV, the most commonly used data indicator for e-commerce, to analyze whether Jingxi’s core business is healthy.

GMV=number of users*conversion rate*average order value. The increase in any indicator of the number of users, conversion rate, and average customer price will have a positive impact on the growth of overall revenue, so next we will focus on analyzing the means by which Jingxi has improved these three key indicators.

1. Increase the number of platform users

In order to achieve continuous growth in revenue, the most basic guarantee is to register new users. How did Jingxi attract new users?

There are mainly two methods: paid channel and free channel .

(1) Large-scale promotion investment (paid channels)

Method 1: Cooperate with social APPs and platforms that control the number of large-scale users.

Jingxi and Tencent have reached a strategic cooperation, and have made a comprehensive strategic layout in six major mobile channels: WeChat first-level entrance, mobile QQ, Jingxi mini program, Jingxi APP, Jingxi M station, and fan group. With the help of the advantages of social platforms, they will give full play to the advantages of social e-commerce gameplay and interaction to achieve the introduction of new users.

Method 2: Cooperate with the video traffic platform and name the party.

Cooperate with Kuaishou platform for publicity and promotion, and use the huge number of users and super high activity of video websites to promote the platform. In addition, the exclusive title of Kuaishou Live Broadcasting Festival was invited to host the party. Celebrities with a huge fan base such as Gem, Xu Song, Tenger, Yu Kewei, etc. took the stage to perform. In addition, there were also popular Kuaishou fan anchors performing on the same stage, and the total exposure of the event was as high as 400 million.

Method 3 : Help intangible cultural heritage.

After the Jingxi platform gradually matured, it paid attention to the difficulties of development and inheritance intangible cultural heritage. It pioneered the use of industrial belts to increase commodity standards higher than national standards to jointly help the development of intangible cultural heritage, form an industrialized IP brand, and achieve circulating development by self-generating hematopoiesis.

Jingxi joined hands with the high-quality scarf merchant "Princesses of the same age" on the platform to launch customized Chao Opera IP face washing towels, and launched the first release in Jieyang to promote the whole country. Through the links and cooperative promotion of Internet celebrity products and intangible cultural heritage, national culture can gain attention from the public and help promote and inherit traditional culture.

At the same time, Jingxi combines the customs and habits of traditional Chinese festivals to create special festival activities and launch special festival venues and holiday packages. Consumers can easily and quickly buy special festival products required by the Jingxi platform to better serve emerging consumer markets.

Method 4: Cross-border cooperation.

We cooperate with Ping An Bank to launch the joint credit card "Ping An Jingxi Co-branded Card". Relying on the digital technology and operational support of Ping An Bank's financial system and Jingxi platform commercial traffic, we are committed to providing consumers with a more money-saving and worry-free shopping experience.

Engage consumers through activities such as free annual fees, instant discounts on shopping, point redemption, "one-point shopping", shopping festival discounts, etc., and achieve full process coverage from front-end shopping consumption to back-end financial services, allowing users to obtain a more convenient and affordable shopping experience. As of December 21, the number of card issuances exceeded one million, and the overall credit card industry has achieved counter-trend growth results in the overall environment where card issuance in the credit card industry has slowed down.

(2) Excellent product reputation (free channel)

For e-commerce platforms, the quality, price and reputation of products plays a very critical role in attracting new products, because the competition for e-commerce products is very fierce, there are many similar competitors, and the number of platform users and user consumption are directly related to the company's revenue, so attracting consumers to consume on this platform becomes extremely critical. At this time, the reputation of the platform among consumer groups is particularly important.

In order to create a good reputation, Jingxi has a good positioning of social e-commerce, grasps consumers' psychology, and invests large-scale manpower and material resources in product quality control, price advantages, logistics, etc. to improve consumers' shopping experience. For example, here are three scenarios:

Scene 1: Everyone will compare online shopping, and sometimes compare the price and quality of the same product on multiple platforms.

Jingxi seized the psychology of consumers' comparison and launched the "factory direct premium product" plan to cancel the intermediate links of the supply chain to reduce additional expenditures, achieving the goal of goods directly connecting to consumers from the place of origin. The reduced operating expenses will form a price advantage and feed back to consumers. At the same time, Jingxi strictly controls merchant entry conditions and product quality inspection, and has gained a greater advantage compared to similar platforms in terms of cost-effectiveness.

Scenario 2: Consumers often worry that online shopping requires a while to get the product, and often have some concerns about fresh products facing short shelf life and are afraid to place an order on e-commerce platforms.

Jingxi has learned from the advanced experience and warehousing advantages of the JD platform logistics system, developed its own logistics system, established multiple logistics warehouses across the country, and used Internet cash technology to allocate the goods nearby and deliver them in a timely manner to ensure that consumers can get the purchased goods as soon as possible.

Scenario 3: Consumers often use discount activities to purchase orders and want to buy the best priced products.

Jingxi makes full use of consumers' price-sensitive psychology, takes advantage of the advantages of social platforms, develops social gameplay such as group buying, and sets certain thresholds: for example, buying orders with friends, sharing bargaining with friends, and other means to give consumers preferential prices, which can achieve a good harvest of publicity and revenue. In addition, Jingxi uses the social relationship between users to attract new users through social fission to achieve the goal of increasing the number of users on the platform and form an excellent product reputation. From the perspective of Jingxi platform, it is divided into two ways to attract new customers through shopping paths and non-shopping paths .

(3) Shopping path

The acquisition scenarios in the shopping path are divided into three situations: before shopping , during shopping and after shopping .

First, before shopping.

Jingxi's "withdrawal of 100 yuan" logo is eye-catching in the channel column of the homepage, attracting customers to click to enter the "Niu Niu Makes Big Money" activity page, and collect cash by attracting new users by old users, so as to achieve the purpose of acquiring customers and attracting new customers:

• Threshold: Old users of Jingxi platform invite new users who have not been registered.
• Conditions: New users need to register and place an order on the Jingxi platform, and only after confirming receipt of the goods can they receive cash rewards and withdraw cash.
• Revenue: For every new user invited who has never registered on the Jingxi platform, you can get 2 yuan, and for every new user invited who has never registered on the Jingdong or Jingxi platform, you can get 15 yuan.

Through this kind of activity, the platform achieved good results of rapid promotion through social fission, and formed viral marketing in the sinking market with the help of the network of relationships between people, attracting a large number of new users, and injecting new vitality into Jingxi and JD platforms with the slow growth of users on the main platform JD.com.

Second, shopping.

During the shopping process, Jingxi mainly initiates a more preferential group purchase purchase when purchasing, which is a core group purchase method, and shares group buying links with friends through social platforms such as WeChat to attract friends to join the group to purchase products, so as to achieve the purpose of attracting customers:

• Threshold: Users need to pay a discounted group purchase price to initiate a group purchase.
• Conditions: Share the link and invite friends to join the group to purchase. If the group is full, the group purchase will be successful. If the order is successfully placed and the product is purchased, the number of people who buy the group is not met, the refund will be refunded.
• Revenue: Get a more preferential price than the original price of the product to buy products to meet users' cost-effectiveness needs.

Through the group buying method during the shopping process, Jingxi e-commerce platform is given social attributes, and it is perfectly combined with the social platform to achieve the purpose of attracting traffic and acquiring customers with the help of the huge number of users of the social platform.

Third, after shopping.

When users successfully place an order on the Jingxi platform, they can participate in activities such as friend assistance cashback and other activities to receive corresponding discounts. In order to get more cashback discounts, users need to share links to invite multiple friends to help, which greatly increases the exposure of products and platforms, and the possibility of attracting new users during the communication process has increased significantly:

• Threshold: Users successfully join the group on the platform or purchase products separately.
• Conditions: You need to forward the link to your friend, and your friend clicks the link to enter the activity page to help.
• Income: The income obtained is positively correlated with the number of friends invited. The more friends click on the link, the more cashback you get, but it does not exceed the actual amount when the product was purchased.

Users who successfully place orders initiate cashback activities can not only increase the exposure of products on social platforms, but also stimulate consumers' desire and possibility to share and recommend purchasing products through social platforms.

(4) Non-shopping path

Jingxi has implanted a series of rich social interaction gameplay in the APP, and designed it in a targeted manner based on the invitation and sharing mechanisms among social users. Users can get rewards for certain physical or coupon red envelopes by participating in simple mini games such as "Jingxi Factory" and "Jingxi Fortune Island". In addition, there are also the design of activities such as inviting friends to "receive red envelopes every day", which stimulated the interest in social communication among users and gradually formed a user "community" that gathered together with the help of Beijing Xi's gameplay.

Therefore, we can often see Jingxi product promotions and promotions shared in Moments or chat groups. This word-of-mouth fission spread will help Jingxi reach more new users at a low cost, greatly reducing the cost of attracting new products. This is also the core gameplay and publicity method of social e-commerce.

2. Improve conversion rate

After guiding users to use the platform and APP through various means, only by allowing users to complete registration and purchase behavior step by step, that is, they will be valuable to the platform after converting from a new user to a paid user on the platform. So how does Jingxi increase the conversion rate?

As a social e-commerce company in group shopping, the difference and advantage of Jingxi and traditional e-commerce platforms is that it can penetrate into the user group and tap into the potential unplanned needs of users. We trust the social networking of acquaintances of good species grass shared by friends through social platforms, and set up a series of forwarding and sharing methods to obtain product discounts to stimulate users to place orders to improve conversion rates.

(1) Guide registration

Because successful registration is the prerequisite for users to place orders, in order to improve the user's registration success rate, by setting discount tips such as "newcomers only have one free shipping", "Niu Niu makes a lot of money", and new methods, on the one hand, newly registered users are given discounts to purchase goods at low prices. On the other hand, old users can constantly guide friends to register and place orders through social sharing to obtain coupon rebates, which greatly improves the motivation for users to register/log in.

There are obvious prompts for new users to register and receive corresponding discounts on the login/registration page.

(2) Guide users to consume on the platform

When consumers make online shopping, they are generally divided into two situations: clear goals and unclear goals . The advantage of social e-commerce is to give users with unclear goals the possibility of purchasing during the sharing and publicity process, which makes up for the shortcomings of traditional e-commerce platforms in which users recommend orders for unclear goals and improves the conversion rate.

First, the target is clear to users.

For users with clear targets, the purchase process of products is mainly divided into the following steps: Search for products - Enter the product details page - Add to shopping cart - Group purchase/sing separately - Pay.

Search for product port:

Users enter the search page by clicking on the search box at the top of the APP or mini program main interface. Search history, search discovery and Beijing Xi Hot List will appear, displaying historical search entries, product recommendation entries and real-time hot list products.

Search history can help users quickly retrieve previously optimistic products or repeatedly purchase previously cost-effective products. Finding entries can be realistic and some entries that are attractive to users and search more frequently, such as "discounts" and "good things", and the Beijing Xi Hot List shows real-time products with high search volume and purchase volume to increase product exposure, helping consumers discover demand and guide purchases through big data.

After entering the page of searching for items, the image occupies half of the entry box, which can attract consumers to better observe and compare items on the page. At the same time, the price of the product is enlarged in red font, and there will be prompts such as "price after coupon" and "full discount" around it, attracting consumers to shop with the advantage of price.

At the same time, setting tips such as "free shipping" and "free return" are conducive to dispelling customers' concerns about purchasing, and the sales of products such as "19,000+ pieces sold" have a positive impact on customers' consumption decisions. In addition, there will be a separate hot list of search products to help consumers judge the cost-effectiveness of products based on sales.

Product details page: Click to enter the product details page, mainly displaying the product pictures, prices and group buying information.

Conspicuous price and discount information: In the price information area, the original price and the price after the coupon will be displayed in the price information area, and the tips for receiving coupons will be guided to collect limited-time coupons to stimulate consumers to purchase products.

Show the cost-effectiveness of group buying: the significant price difference between buying individually and buying group buying in the purchase box can induce consumers to buy products. At the same time, it will be displayed that users who have placed orders and are currently buying groups. Click "Go to join the group" to directly enter the payment page to purchase products.

Create product popularity: Display the number of goods sold next to the price, and display the number of successful people buying a group above the group information, creating product popularity to stimulate consumers to make purchases.

Dispel customer concerns: On the one hand, through the protection and commitment of free shipping on logistics and service measures such as "seven-day no-reason" and "48-hour shipping", consumers' concerns about purchasing goods, encourage consumers to place orders with confidence, and solve their worries.

On the other hand, through the purchase evaluation system, consumers who purchase products can leave messages on the platform to express their own user experience and feelings. That is, users who have purchased products can receive a certain Jingdou reward by evaluating the usage experience of the products, and a certain amount of Jingdou can deduct part of the price of the product, forming a good "buy-evaluation" cycle for the product, and improving the ecological system of the e-commerce platform.

The products that users have reviewed are more convincing and can encourage consumers who have not purchased the goods to compare and place orders.

Algorithm similar recommendation: In addition to product display on the details page, the platform also provides recommendations for similar products, encourages consumers to compare products, assists consumers in making decisions, and helps increase the probability of customers placing orders.

Confirm the order page: Display the delivery address, product information, and discount information again to prevent users from placing orders incorrectly or not getting the discounted price, thereby reducing the platform's shopping experience. At the same time, multiple payment methods also meet users' payment needs through different channels.

The above is the core function of Jingxi's entire process of searching for the targeted user groups - entering the product details page - adding to shopping cart - group buying / individual purchase - payment.

Second, the target is unclear.

For users with unclear goals, on the one hand, Jingxi attracts consumers to enter the corresponding browsing page by setting up Jingxi Pinpin, Jingxi flash sale, official subsidies and other windows on the main page, increasing the length of time consumers browsing on the platform and stimulating their desire to buy.

For price-sensitive customers, the "Jingxi Flash Sale" and "Official Subsidy" modules on the homepage are more attractive. When users click to enter the "Jingxi Flash Sale" page, the "5.9 cap" and "1 yuan every day" at the top of the page further divert customers with the price of 1 yuan, launching special products at different price levels to attract customers to place orders, thereby increasing conversion rates.

In addition, on the one hand, the platform has set a countdown sign for limited-time purchases to increase the concept of limited-time purchases for special products. On the other hand, a red progress bar for product sales is set to show the rush purchase progress. Different progress words will be displayed when the sales reach different degrees. The combination of the two adds a certain sense of shopping urgency to customers and uses the herd effect to stimulate customers to place orders and rush purchases. At the same time, the words "Save 9 yuan" above the product price clearly show customers greater discounts and stimulate customers to make decisions.

For price-insensitive users, in addition to the above modules, Jingxi has also set up the "official strict selection" module to meet the needs of such users for product quality. The words "Genuine Guarantee" and "One Fake One Pay Ten" in the center of the page help to dispel customers' shopping concerns and improve conversion rates.

In addition, Jingxi takes advantage of social media and acquaintance recommendations, setting up a series of sharing cashbacks and other means to increase the promotion of products, and stimulate users with unclear goals.

Based on the above methods, Jingxi has established a unique shopping sharing ecological environment on social platforms, thus giving birth to related "group buying groups", "cashback groups", "assistance groups", etc., attracting deep online shopping users to form a unique online shopping group. Sharing recommended products in the group often results in higher conversion rates.

3. Increase average order value

The average customer price is mainly affected by two factors: the amount of a single purchase and the frequency of purchases over a period of time .

(1) Increase the amount of single purchase

Jingxi will provide users with discounted coupons from time to time. This type of coupon often sets a price threshold for use, which will stimulate consumers to purchase more products in order to use coupons, and help increase the user's single purchase amount. In addition, Jingxi will also launch combination order discount activities from time to time, such as "refund 2 orders over 2 orders", "choose 3 items at 59 yuan", etc. to increase the customer's single purchase amount.

In addition, consumers can only enjoy discounts when the "full discount" activity reaches a certain consumption threshold, which positively affects consumers buying more products to get discounts and also increases the amount of single purchases.

(2) Increase the purchase frequency

In Jingxi's product, the core is product trading. In order to stand out among similar competitors, improving product cost-effectiveness and setting up consumer activities can increase the frequency of users' purchases.

First, the product is cost-effective.

The reputation and usage of e-commerce platforms depend entirely on the cost-effectiveness of the product. If the cost-effectiveness is not high compared to other competitors, the number of users on the platform will gradually lose its competitiveness.

Jingxi has strict control over merchant entry and product quality. Relying on JD.com's good quality control advantages, Jingxi has natural brand advantages. However, Jingxi has not relaxed its grasp of quality control, set thresholds for merchants entering the market, and strictly reviews its business license, quality inspection report, trademark registration certificate and other information to ensure that it operates legally and in compliance with regulations. For goods, inspection departments are set up to conduct random inspections, cooperate with third-party inspection units and other means to ensure the quality of goods.

At the same time, the layout of Jingxi Logistics and supply chain greatly reduces its operating costs and forms a price advantage. The combination of the two allows Jingxi to gain a cost-effective advantage among similar competitors and has strong competitiveness.

Second, consumption activities.

Jingxi Club launches corresponding large-scale preferential consumption activities in combination with special festivals and activities throughout the year. Through different consumption activities, it helps to maintain the vitality of platform users and increase the frequency of users' purchases.

Jingxi’s Shopping Festival:

Each year, corresponding consumption activities will be launched at different time nodes. Through the setting of a series of special activities, we will make full use of time nodes such as "Double Eleven" and "June 18" to create special consumption IP, form an inherent consumption discount concept among the consumer group, and stimulate consumers to shop.

Jingxi Super Money Saving Card:

The launch of the Jingxi Money Saving Card activity allows consumers to receive coupons superimposed with other discounts multiple times in the month after the service takes effect after the money saving card is applied. While enjoying a more preferential price, you can also enjoy the privilege of receiving vegetables and daily necessities for free at a certain daily shopping amount. By stimulating users to apply for money-saving cards, accurately locate users' psychological needs and increase users' purchase frequency on the platform.

4. Conclusion

From the above analysis, we can find that in order to optimize its revenue model, Jingxi has done a lot of work, constantly attracting new users, increasing conversion rate and customer unit price. At present, the effect is still very good, so it will achieve continuous profitability in long-term development and gradually shape its leading position in the industry.

5. Product Iteration Analysis

In order to deeply analyze the iteration rhythm of Jingxi's version and explore the iteration logic of product iteration, the author compiled the iteration of all core versions of Jingxi from V1.0.0 to V5.21.2 as follows:

According to the curve distribution of the cumulative download volume of Jingxi on Kuchuan, it can be seen that the curvature of user growth continues to increase from V2.0.0 (that is, starting from September 18, 2019), which belongs to the "J-shaped" curve, so Jingxi is divided into two stages for analysis:

(Data source: Coochuan Database)

1. The first stage: Improve basic functions and polish the user experience.

Before September 2019, the V1.0.0-V2.0.0 version, from the launch of the V1.0.0 "JD Group Shopping" APP to the official rename of V2.0.0 to "Jingxi", is the hot-start stage of Jingxi's mobile products. The main goal of this stage is to improve basic functions, polish user experience, and distinguish product positioning from the JD APP main site to form an independent product concept.

The main operation is to improve the basic functions of the WeChat first-level entrance and JD.com group shopping mini program and independently develop the APP, retain the original traffic introduction channels, create a new shopping platform and integrate it into operation consistently with the original mini program, bringing users a more complete shopping experience and a complete shopping process. At this stage, the development is mainly focused on improving basic functions and polishing user experience. Jingxi has made the following function updates:

• Support gesture actions: Jingxi has launched the gesture function to meet the needs of users in the sinking market for more convenient operation.
• Optimized startup loading function: Users in the sinking market generally have low patience, so they need to optimize loading to make the operation smoother.
• Added a message center: Users can view discount activity information, customer service messages, etc. in a centralized manner, simplifying the search process and convenient operation.
• New shopping carts are added: more in line with the gameplay and positioning of product shopping, making it easier for users to estimate and order the total price of products to meet the use of old users from the JD platform, but the subsequent version iterations have been merged and simplified.
• Optimize login process, etc.: simplifies the process of login products, adds multiple traffic portals, making it more convenient for users in the sinking market.

These are all designed to optimize the user's user experience and improve the user's shopping process.

At the same time, with the increasing number of APP users, in order to help new users get started with Jingxi products and reduce learning costs, the new APP has been added to launch a new user guide page to help first-time users use the product faster and more conveniently.

At this stage, the ranking of JD.com group shopping APP has steadily increased, from 790th shopping list at the beginning of its launch to 72nd shopping list. The main reason is that not only does JD.com’s main website have a complete industrial chain logistics system and mature e-commerce development experience as reference, but its core group shopping business has already developed in WeChat first-level entrance mini-programs, JD.com main website APP and mini-programs before launching the independent APP, and has corresponding data and technical support. Various comprehensive reasons have prompted Jingxi to complete the first stage of user experience and functions in just half a year, laying a solid foundation and making sufficient preparations for subsequent platform operations.

2. The second stage: Continuously optimize and improve product functions and continuously enrich platform activities.

From September 2019 to the present, the version from V2.2.0 to V5.21.2 is the rapid growth period of Jingxi. It can be seen that the user growth rate continues to rise in this stage. At this stage, continuously expanding the number of users, attracting new users, and retaining old users have become the focus of product iteration.

In terms of retaining old users , Jingxi continues to optimize basic functions at the product level, including upgrading login/search functions, optimizing settlement processes, etc., to further improve the user experience and conversion rate of the app. At the same time, Jingxi has also improved user stickiness through some new functions.

For example, various mini-games are launched, users can earn discount red envelopes through simple games, accurately grasp consumers' profit-making psychology, efficiently maintain user activity, improve user stickiness, and differentiate them from other e-commerce platforms to form their own unique gameplay. In addition, the "Money Saving Card" function has been launched, and users can open a money saving card for a smaller price, including activities such as receiving no threshold coupons and free daily vegetable and daily necessities, which has increased the frequency and stickiness of old users on the platform.

In addition, in order to attract more new users , we first began to build some on-site operation tools and set up some activities, such as bringing new cash and first order benefits for new users to launch new users, reducing operating costs through the method of actively attracting new users and achieving user growth. However, with the increasing competition among e-commerce peers and the competition to seize market share, new user activities are becoming increasingly important, and the cost of inviting new users is gradually increasing.

At the same time, Jingxi continues to expand new activities and shopping festivals , make full use of traditional festivals and special time nodes to develop shopping discount activities, grasp consumers' holiday shopping needs, increase consumers' consumption frequency, and create shopping festivals with festival and platform characteristics, such as the "Pin Shopping Festival" created by using the concepts of traditional e-commerce Double 11 and Double 12. The "Beijing Happy New Year's Festival", "Beijing Happy 3.8 Festival", "Beijing Happy Chinese Valentine's Day", "Happy Gathering This Autumn", and "Welcome National Day" created by traditional festivals. We will fully grasp the "school season", "start day", "Olympic Beijing-Happy Welfare" and "European Cup" created by special time nodes, and launch special products and discounts from various shopping festivals at the same time, and continuously develop and explore users' shopping needs in different times and scenarios.

In order to seize market share, at this stage, Jingxi significantly accelerated its operational rhythm. A large number of discount and rebate activities have been launched and the promotion and publicity of the platform has been continuously increased, including exclusively naming Kuaishou Live Broadcasting Festival, using live broadcast to drive sales, and other means, it has introduced many measures such as "direct delivery of users' shopping concerns and improving users' shopping experience, such as "direct delivery of origin", "direct supply of factories", and "traceability live broadcast".

Judging from the data, at this stage, the number of users of Jingxi has continued to grow, and there is no sign of slowing down, indicating that Jingxi's series of actions at the product level and operation level have achieved good results at this stage. It is worth mentioning that in the early stages after the Jingxi V2.0.0 version, from the perspective of user growth data, it has maintained a high growth rate before April 3, 2020, and has been less affected by the epidemic.

The sudden outbreak of the epidemic has had a great impact on the production and life of the people across the country. Jingxi cleverly transformed the adverse effects caused by the epidemic into advantages, and launched a series of "Love to help farmers overcome difficulties" and "Protecting Health" activities to ensure logistics supply during the epidemic, greatly enhancing the brand's favorability in the hearts of consumers.

3. Conclusion

Overall, Jingxi's pace is well grasped. Jingxi focuses on polishing products in the early stage and is not in a hurry to promote it. It focuses on improving platform functions and optimizing consumers' user experience, because even if many new users are attracted through large-scale promotion, these users will gradually lose due to poor user experience and incomplete platform functions.

When the user experience becomes stable and the platform enters a period of rapid growth, Jingxi begins to try to develop new shopping scenarios in product form to meet the needs of users in different scenarios at different times. At this time, Jingxi will carry out large-scale operation and promotion to attract more new users, retain more old users, and form a complete and healthy platform ecosystem. The above are the overall iteration steps of Jingxi products.

6. Product structure analysis

In the iterative analysis, we analyzed the iteration steps of Jingxi's product functions. Next, let's take a look at what users' needs meet and how they are distributed throughout the APP. This is mainly analyzed through product structure. The following figure is the product structure brain diagram of Jingxi version V5.21.2:

For the sake of analysis, the author re-examines the product structure of Jingxi according to users, scenarios, needs and functions and obtains the following table:

1. Scenario Analysis

Because the main target users of the mobile terminal are the consumer group, the focus is on meeting the potential needs of consumers. When consumers use Jingxi, there are four scenarios:

1. I want to know various information about the product before placing an order.
2. During the shopping process, you want to comprehensively consider the products and get discounts.
3. After placing an order, you want to get rebates and check the logistics progress.
4. After getting it, I want to apply for after-sales service or evaluate the product.

Scenario 1: What needs do consumers have before placing an order and what functions does Jingxi use to meet this needs?

For new users, they may have incomplete and unfamiliar functions when using Jingxi APP for the first time. For such customers, Jingxi has specially set up a new user guide page when using the APP for the first time to help customers understand the basic functions of the platform and reduce learning costs. These functions will not appear again when using the platform later.

對平臺有了了解以后，消費者在平臺下單之前可以分為兩類，一類是目標明確的消費者，對于這類消費者來說盡快找到自己想要的物品是最主要的目標，京喜APP在首頁最上方設置了搜索欄來滿足這類消費者的需求。與此同時，京喜對于商品品類進行詳細劃分，分類模塊的設置也滿足了想要購買某一品類但沒有特定品牌要求的消費者的需求。

另一類則是目標不明確的消費者，針對此類顧客，京喜推出了豐富多樣的功能模塊，并且大多設置在首頁醒目的位置易于發現，來讓消費者充分享受瀏覽商品的過程。

對于價格比較敏感的顧客，首頁上的“京喜拼拼”模塊、“京喜秒殺”模塊、“官方補貼”模塊都以商品圖片+優惠價格的簡潔表達吸引顧客點擊瀏覽。頻道模塊中的“清倉特惠”以單獨的logo標志同樣對顧客產生吸引。首頁底部導航欄的“爆款直降”模塊更是區別于同排其他圖標用鮮明的色彩和不同樣式吸引顧客關注。

對于價格不敏感的用戶也可以通過“官方嚴選”、“京喜直播”等模塊的圖標參與更多的平臺互動，挑選自己中意的商品。

對于想要了解優惠打折活動的用戶來說，首頁設置的“清倉特惠”、“京喜拼拼”、“京喜秒殺”、“官方補貼”可以一定程度上滿足需求以外，還有“簽到領紅包”、“提現100元”等極具吸引力的模塊促使用戶進行瀏覽。

此外，根據節日及活動的不同還會在首頁搜索欄下方的分類欄中用特殊顏色字體標注，比如最近正在進行的“3·8節”購物優惠活動，用戶可以非常方便地進入相應頁面并瀏覽商品。

剛才提到的所有功能都能很方便的在產品首頁找到入口，這樣設計是相當合理的。因為作為一個發想要購物的全新用戶，注冊完之后直接進入首頁，用戶的所有想了解的內容均可快速找到，操作和學習成本很低，不同需求的消費者都能夠找到自己感興趣的方向進行瀏覽使用。

場景二：消費者在購物過程中的需求有哪些以及平臺是如何滿足的呢？

當消費者找到自己想要的商品在決定下單以前任何需求都可能影響到消費者的購物決策，因此在這部分京喜平臺花了很多功夫去完善消費者在購物過程中的需求，優化購物體驗。

在下單之前，消費者想要對商品進行充分了解，產生了很多新的需求：包括商品材質、產地等詳細情況，商品的質量情況，有沒有同類更好的商品等。針對這樣復雜多樣的需求，京喜將顧客的需求分類并且簡單排列，將復雜問題簡單化，在商品頁面分為“商品”“評價”“詳情”“推薦”四個簡單模塊并一起排列在頁面上方，方便用戶點擊瀏覽，減少用戶的檢索思考流程，提升使用體驗，幫助用戶對商品進行全面了解及輔助用戶進行購物決策。

此外，消費者往往想要以更低的價格購買到商品，京喜在首頁設置的簽到領紅包、在消息部分設置的的優惠活動詳細了解以及辦理省錢卡領取優惠券等方式都可以幫助用戶領取到相應的優惠，在商品頁面京喜也在底部導航欄設置帶有價格的黃色標志“單獨購買”和紅色標志“我要開團”，同一件商品鮮明的價格對比促使用戶選擇更加優惠的拼團方式，要是沒有好友一起拼團的話還可以很方便地直接點擊商品名稱下方“去參團”和對該商品同樣有需求的陌生人一起拼團購買。

購物車的設置則可以滿足消費者對商品總價和數量進行預估，方便快捷地對商品數量進行刪減或添加，一次付款簡化購物流程，滿足一定購物門檻獲取到更優惠的價格。

對于一次消費額較大，想要分期付款的用戶來說，京喜與京東平臺互通白條模塊，消費者可以使用白條進行付款預先拿到商品，日后可以選擇分期或一次還清來結清此次的貨款。

以上提到的所有功能都可以很方便的在商品詳情頁和支付頁面找到相對應的入口，這樣的設計可以保障消費者充分了解所購買的商品后再進行下單，以及充分享受到商品優惠、享受整個購物過程。

場景三：消費者在下單后會產生什么樣的需求以及平臺是如何滿足消費者需求的呢？

消費者在下單以后想要盡快地拿到自己購買的商品，同時獲取更多優惠。在這種情況下京喜也設置了多種功能滿足用戶不同需求。

消費者想要查看自己購買的商品，在APP底部導航欄中“我的”頁面可以通過“我的訂單”快速進行檢索查看，頁面中“我的訂單”“我的服務”等等名稱形成強烈地暗示，讓客戶對于商品的私有意識更加明確，享受獨特的服務，形成更獨特的產品體驗，大大提高用戶對于平臺的滿意度和體驗。

消費者想要獲取更多優惠則可以通過京東在訂單詳情頁中的訂單返利活動中參與活動玩法獲取到更多的優惠和利潤。通過一些獨具特色的社交屬性的分享玩法和游戲玩法，可以提升用戶體驗和對于平臺的黏性。

與此同時，消費者也可以銅鼓哦我的訂單中“待收貨”模塊方便快捷地了解到自己購買商品的物流信息，增加一定的安全感。

以上的功能主要分布在“我的”模塊中，用戶可以通過頁面簡潔美觀的功能排列快速檢索到自己所需要的信息，提升一定的使用體驗和感受。

場景四：消費者在所購商品到手后又會有什么樣的需求產生以及平臺是如何去滿足消費者的需求？

商品到手后經常會出現網購商品不符合自己的預期或者其他情況，京喜傳承了京東平臺一貫的質量保障的口碑，花費大量功夫完善售后功能和消費者的使用感受，讓平臺更具競爭力。

消費者在拿到商品后因各種原因產生想要退換商品的需求，可以通過“我的”頁面中“退換/售后”模塊進行商品售后申請，在申請頁面中根據不同情況可以選擇“退貨”“換貨”“補發商品”“聯系客服”等鏈接入口方便快捷地解決不同的問題，同時頁面上用紅色字體標注的“極速審核閃電退款”更加增強了用戶的安全感，提升消費者的使用感受。

此外，消費者還可以通過“我的訂單”中“待評價”模塊對于自己購買的商品撰寫使用評價，根據字數和圖片數量平臺會贈與用戶一定的京豆獎勵，積攢一定的京豆可以抵扣商品一部分價格，這樣的獎勵機制促使消費者進行商品評價。

在“我的訂單”和“待評價”頁面除了對于購買商品分欄進行展示外，每件已購的商品還會有紅色“再次購買”按鍵，方便用戶對滿意的商品再次下單，減少搜索流程。

從以上分析可以發現，京喜的功能設計可以很好的滿足用戶下單前、購物中、下單后、到手后四個場景下的需求，同時對于不同用戶所需要的高頻功能在產品結構上重點突出、分布合理，可以算做一款設計比較完善優秀的產品了。

7. Operational Path Analysis

一款成功的產品除了經歷創造產品過程中的種種磨礪外，也離不開產品落地后合理的運營。產品與運營相輔相成密不可分，前者負責從無到有的創造，后者負責細致入微的維護，共同將一款產品推向目標用戶眼前并創造收益。

那京喜是如何運營這款產品，從而在短時間內快速成長的呢？筆者對京喜成立至今，按照AARRR模型分析方法，將產品經歷的主要運營活動梳理如下。

1. 拉新（Acquisition）

為了獲取新用戶，京喜主要通過以下幾種方式。

（1）明星合作

2021年11月，邀請五條人樂隊作為好物推薦官，參與“省錢奪寶之夜”助力雙十一活動。

（2）冠名晚會

2021年4月，獨家冠名“2021快手直播聚光盛典”，邀請華少主持，寶石Gem、許嵩、騰格爾、郁可唯等明星齊聚登臺表演。

（3）戰略合作

2019年10月，京喜正式接入微信一級入口，宣告在微信一級入口、手機QQ、京喜小程序、京喜APP、京喜M站、粉絲群6大移動渠道端完成全域戰略布局。

2020年1月，京喜與新華99達成戰略合作并開設京喜旗艦店，開啟“京喜-新華99年貨節專場”，推動涉農產業實現標準化、綠色化、品牌化發展，助力鄉村振興，推動供給側改革。

2020年3月，推出“春雷計劃”制定“百大產業帶整合幫扶策略”，與產業帶商家進行合作幫助其快速打通商流，解決由疫情影響帶來的商品滯銷和庫存問題。

2020年4月，京喜與地方政府進行專項合作，推出產業帶“廠直優品”計劃，推進產業帶和原產地的零售新基建，助力打造新型數字化產業帶，幫助原產地商家復工復產。

2020年6月，京喜與高鐵聯合推出“618乘'京喜號高鐵'游遍全國買源頭好貨”活動，助力國內工廠、農場和外貿廠家恢復產業生產。

2020年7月，京喜與甘肅民勤蜜瓜產業帶簽署戰略合作協議，共建“京喜＆民勤蜜瓜產業戰略合作示范基地”，助力當地農戶與商家拓展新興市場銷售渠道。

2020年7月，京喜聯合新華信用推出“畢業生小店行動”，助力大學畢業生在京喜平臺自主創業，駛入網店創業新賽道。

2021年4月，與快手達成戰略合作進行品牌宣傳推廣，并冠名獨播節目。

2021年6月，京喜與河南省農業農村廳戰略簽約，在河南落地全國首個“京喜農場”，共同打造京東助農河南省級運營中心，，助力鄉村振興。

2021年9月，聯合同齡公主品牌結合潮劇文化，推出定制化潮劇IP洗臉巾，并在揭陽首發。

2021年9月，京喜與江蘇省宿遷市商務局、宿豫區政府簽署戰略合作協議，聚焦宿遷產業帶，共同打造“京喜農場示范基地”、“網上菜籃子”等惠農興產、服務便民等重點項目，助力宿遷農特產品銷往全國。

2021年10月，京喜攜手京東健康互聯網醫院組成24Ks聯盟，名醫7*24小時免費問診，在線支招應對健康難題。

2021年11月，京喜聯合湖南安江冰糖柚產業帶共建“京喜農場產地直采基地”，打通安江冰糖柚種植戶新銷路，助力鄉村振興。

2021年11月，京喜聯合七度空間、ABC等品牌，共同推出“'紙'要有你安心生活”活動。

2021年11月，京喜聯動阿爾卑斯品牌，共同推出“阿爾卑斯超品日”。

2021年12月，京喜與山東省農業農村廳簽訂戰略合作協議，共建“京喜農場示范基地”、“網上菜籃子”等項目，推動區域特色農產品品牌市場化、數字化、品牌化升級發展，助力山東鄉村振興。

2022年1月，京喜與黔陽冰糖橙共建“京喜農場x黔陽冰糖橙產地直采示范基地”，助力黔陽冰糖橙快速開拓新興市場。

2. 激發活躍（Activation）

當用戶下載并注冊了APP之后，需要激活用戶來打開APP，從而提升產品的日活和月活，京喜為了提升用戶活躍的方法主要是通過push消息的形式：

• 領取大額優惠券
• 紅包到期提醒
• 好物榜推薦
• 滿返活動領獎通知
• 產地直播
• Limited time sale
• 福利滯留提醒
• 恭喜被福利紅包砸中
• 收到一條邀約
• 給您申請了專屬優惠
• 現金紅包到賬了

3. 提高留存（Retention）

促進用戶活躍之后，還需要提升用戶的留存率，才能持續不斷的為平臺創在價值，為了提升用戶的留存率，京喜主要做了以下幾件事：

• 簽到領紅包
• 完成任務及游戲達到一定門檻即可返現或者得到優惠券
• 吸引用戶辦理“超級省錢卡”，每月優惠券領不停、會員日超值購、會員免費領等

4. 分享傳播（Revenue）

為了引導用戶自發傳播，京喜主要做了如下幾件事：

• 邀請新用戶返現
• Recommended with prizes
• 分享有禮活動
• 下單分享返利

5. 提升收入（Refer）

關于提升收入的方法，筆者在商業價值分析那一部分有詳細的分析介紹，在此不再贅述。

以上，筆者從行業、競品、用戶價值、商業價值、產品迭代、產品結構、運營等7個部分系統的分析了京喜崛起背后的原因，可以看出沒有一款產品能夠隨隨便便成功，一定是“天時地利人和”等內外部因素的綜合作用。

八、未來展望

通過以上分析，我們清楚了京喜迅速崛起的原因，那么面臨社交電商發展的瓶頸以及下沉市場競爭日益激烈、獲客成本越來越高，未來將往何處走呢？ Next, the author will use the SWOT model to conduct a system analysis, hoping to draw effective conclusions from it.

1. Advantages

（1）京喜與騰訊達成戰略合作，對接微信一級入口、手機QQ兩大社交流量平臺，擁有較大的流量基數，為平臺發展提供良好先決條件。

（2）京喜屬于京東旗下的平臺，不僅有著京東成熟的電商經驗作為參考，而且在物流方面能夠借鑒京東成熟的物流保障體系，為產品快速發展奠定堅實基礎。

（3）其母公司京東作為福布斯全球數字經濟100強企業，擁有堅實的經濟和財力支持，這讓產品前期能夠實現飛速發展并獲得大量宣傳推廣機會。

（4）作為互聯網大廠有一個優秀的產品團隊，產品發展的節奏感把握特別好，運營方面也進行積極嘗試，與政府、廠商、品牌都有密切合作。

（5）擁有成熟的產業數字化孵化經驗，與多地產業帶進行合作，產業鏈源頭直供，擁有商品價格和種類的優勢，對消費者吸引較大。

（6）擁有嚴格的商品檢驗標準，建立了成熟的檢驗體系，品控嚴格，商家入場門檻較高，且售后保障體系完善，讓消費者可以安心購物。

（7）京喜正處于快速發展期，擁有藍海優勢吸引商家入駐，有較多的發展機會和較大的利潤空間。

（8）拼購類的電商玩法形成獨特的價格吸引和傳播優勢，積極的拉新激勵措施，讓消費者在享受購物的同時潛移默化達到宣傳推廣的效果，在社交圈中形成良好口碑，能夠以較低成本高效率獲客。

（9）APP整體用戶體驗做的比較好，可以很好的滿足消費者在不同情況不同場景下的相應需求，深受消費者青睞，好的用戶體驗才是一個產品的生命力。

（10）積極挖掘傳統文化、鄉村特色內涵，能夠與平臺品牌結合推出很多獨特IP產品，在吸引消費者的同時也能夠助力傳統文化自回血，達到健康發展傳承的效果。

2. Disadvantages

（1）核心業務拼購類玩法的模式簡單，容易被復制。

（2）鄉村產業帶整合受到地區經濟、地緣條件制約較為困難，需要前期投入大量人力物力進行建設，消耗較大。

（3）下沉市場中，鄉村物流的建設及保障不到位，且用戶產權意識和品控意愿不強烈，有時會遇到盜版商品的惡性價格競爭，發展難度較大。

（4）目標用戶群體大多屬于價格敏感型用戶，價格對于購買頻次和客單價影響較大，因此平臺需要在市場波動的情況下，一直保障商品價格相對優勢，單件商品利潤空間相較傳統電商平臺較小，在一定程度上制約了平臺的發展及產業布局擴張。

（5）下沉市場用戶群體平均知識水平層次較低，過于復雜的產品玩法設計會讓消費者無法適應。

（6）優惠券使用門檻和條件苛刻，且領取優惠條件復雜，從而導致使用優惠券購物流程過長，不僅不利于年齡較大或對于互聯網產品不敏感的用戶群體使用，而且往往年輕人也會摸不到頭腦，降低用戶使用體驗。

（7）社交電商行業相應政策法規尚不完善，不利于平臺發展。與此同時，消費者維權也會受到限制，以此產生一定的顧慮，信賴感和依賴度提升較為困難。

（8）平臺快速擴張，大量商家同時涌入平臺，雖然入駐門檻較高、審核較為嚴格，但也不可避免出現同類商品商家容易形成價格惡性競爭的情況，一味打價格牌而保證不了商品的質量，與此同時，刷單刷評的情況也時有發生，不利于平臺的口碑與推廣。

（9）售后團隊與客戶服務不完善，對于顧客的問題和需求不能針對性解決，用戶權益保障不及時，給用戶帶來的體驗較差。

（10）業務拓展方向越來越多，平臺容易給用戶帶來冗雜和繁瑣的感覺，不利于用戶使用。

3. 機會

（1）政策、經濟、社會文化、技術等因素的共同因素，推動了近幾年電商行業的大發展，與傳統電商平臺發展滯緩不同，京喜作為社交類電商目標瞄準下沉市場，正處于搶占市場份額的關鍵推廣階段，且二線以下城市政府的地方支持也提供良好發展條件。

（2）隨著經濟發展，人均收入水平不斷提高，下沉市場用戶群體消費能力逐漸提高，下沉市場潛力巨大，且伴隨互聯網越來越普及深入鄉村，市場廣用戶多機會也多，利于平臺發展。

（3）技術的革新會帶來市場結構的優化及產業帶的升級，對于注重供應鏈打造的京喜來說有著較好的發展前景。

（4）自媒體行業的不斷發展與深入人們日常，直播帶貨的購物方式、短視頻商品推廣的方式深入人心，在影音商業傳播推廣方面還具有較大的與電商平臺結合的發展探索空間。原產地、工廠直播帶貨，短視頻帶貨等方式仍具有較大發展潛力。

4. 威脅

（1）行業發展向好，涌現了很多的競爭對手，對標的拼多多市場份額占據較大，一方面，京喜還需要擴大自身營收與用戶規模以迎頭趕上行業榜首拼多多。另一方面，淘特等同類競品同樣擁有不輸京喜的基礎條件且追趕勢頭迅猛。

（2）隨著行業的不斷發展，市場會逐漸飽和，在此情況下，會面臨獲客效率逐漸降低、獲客成本越來越高的問題。

（3）產品在不斷發展的過程中會進行多方面的嘗試，不僅會與社交電商行業同類競品產生競爭，而且會與目標市場一致的其他行業競品同臺競爭搶占市場份額，如拼購到家業務線就與多多買菜等平臺有所重合。

（4）受到電商行業的沖擊，線下市場也面臨著提升轉型，這并不意味著線下市場失去競爭優勢，在經歷結構調整優化及市場淘汰后，線下市場也會尋找新的可能，開拓出新的方向與電商同臺競爭。

通過以上的分析我們可以看出，京喜要想持續發展不斷獲得平臺發展，超越同類競品占據頭部位置，需要有以下的嘗試：

第一，保持拼購類核心業務的特色不變，繼續探索更多消費者與平臺互動的方式來增加消費者對于平臺的依賴和粘性，利用價格敏感的特點開發更多新的商品發現序列及玩法來吸引消費者。

在此期間，是否可以與社交平臺更深入合作簡化用戶進入平臺與互動流程，在一些綜合聊天平臺如QQ聊天框即可進行拼團等互動，利用合作平臺的天然優勢形成獨特、不可復制的電商玩法。

第二，產業帶的布局和商品直供的優勢讓京喜獨具競爭力，需要繼續深入布局地區產業帶與供應鏈的整合，與更多地區政府、商家達成戰略合作獲取支持，在此期間根據相應數據不斷平衡優化投入產出，形成健康發展。

第三，繼續加大物流供應建設的投入力度，特別是鄉村物流供應的布局，不排除與其他物流平臺合作的可能，物流是打通供應鏈的關鍵環節，隨著根據地區劃分的逐級物流體系的建立和完善，能夠讓平臺形成獨一無二的競爭優勢與物流調度速度，抗風險能力大大提升，對于吸引商家入駐和消費者使用的好處是不言而喻的。

第四，不斷優化產品頁面的UI設計，簡化購物及優惠券領取使用流程，可以開發針對年齡大用戶群體使用的精簡版，根據用戶群體特征摘其最關注的核心業務，使用更大更醒目的界面字體、圖片設計方便老年群體使用。

第五，優化平臺審核排序機制，根據產品開發智能AI識別系統，監測惡意競爭刷單等行為，對于商品評價進行適當的篩選監管，優化商品曝光機制，可以將等級體系納入商家管理系統，用多方面的數據及表現劃分商家等級以獲取不同等級的曝光及推廣機會，同時設置新商家入駐鼓勵體系，可以設定一段時期的“新手保護推廣期”，幫助新入駐商家建立品牌進行推廣，降低商家投入風險，一定程度上防止平臺內馬太效應的產生，延緩紅海到來。

第六，繼續完善平臺客服及售后保障體系，這是消費者決定是否再次使用平臺購物的重要影響因素，完善客戶服務標準，推出個性化客戶服務滿足不同情況下客戶的不同訴求。

第七，繼續與新媒體和自媒體產業結合，與優勢平臺合作，利用當前時代的影音傳播優勢擴大品牌影響力，利用與社交平臺深入合作的優勢將流量導入平臺直播推廣，在質量物流能夠得到保障的前提下會比自媒體平臺跨行做電商更具競爭優勢。

以上是基于學習以及熟悉電商類產品為目的進行的產品分析報告，受限于知識水平及眼界一定有不到位的地方，還望指正交流，非常感謝！

作者：Walt Chen

來源：Walt Chen