JD.com unexpectedly made another big move.
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Author | Wang Xiaojuan
Editor | Chai Xuchen
Double 11 is getting more and more boring, but JD.com has launched a big move: it's going to start selling cars.
On October 14, at the JD.com 11.11 Surprise Open Day, JD.com Auto announced the joint launch, together with CATL subsidiary CAES and GAC Group, of a "National Good Car." This car will be officially released on JD.com on November 9 and sold exclusively on its platform.
This is JD.com's specialty, a "reverse customization" model, now practiced on a large scale in the automotive sector. It is also the company's first attempt to integrate the resources of car companies, battery manufacturers, and sales channels, creating a new car sales model. With this operation, JD.com’s Double 11 now has a lot more highlights.
In addition, the concept of cars as smart terminals has already been widely recognized inside and outside the industry, and many car companies have previously piloted placing food delivery or hotel orders via in-car systems. This also means that the cars defined by JD.com in the future could connect more of its own businesses to this smart terminal, increasing business entry points.
According to the official introduction, the car will focus on four main aspects: "stylish appearance, safety performance, driving range, and affordability," aiming to meet more than 90% of daily commutes.
This "National Good Car" follows a clearly defined division of labor: GAC Group is responsible for intelligent manufacturing, CATL provides battery technology and battery swap ecosystem support, and JD.com leverages its online and offline full-channel advantages, taking charge of exclusive sales.
This division of labor clearly defines each party’s responsibilities and strengths. JD.com has made it clear they are "not directly involved in manufacturing."
In terms of the sales model, the new car will adopt the "online customization + offline quick delivery" approach. Consumers can choose not only the standard model, but can also flexibly select from packages such as "custom car wrap edition," "car accessories package," and "maintenance edition," covering the entire cycle from purchasing to using the car.
The intention of this model is to make buying a car as convenient as buying a mobile phone. Just as you can choose different accessory packages when buying a phone, you can also personalize your car purchase to your specific needs.
Previously, JD.com Auto has been committed to building a one-stop car consumer platform covering "buying, equipping, maintaining, using, and replacing." Offline, JD.com already has nearly 3,000 auto service stores and over 40,000 partner stores.
As early as May this year, JD.com subsidiary Beijing JD 360 E-Commerce Co., Ltd. also applied to register several "Joyrobotaxi" trademarks, which the market sees as a precursor to entering the autonomous driving sector.
Indeed, over the past few years, JD.com's automotive ecosystem has been steadily improving. As early as 2012, JD.com began selling automotive goods such as windshield washer fluid, floor mats, and car films. In 2015, JD.com and Tencent jointly invested strategically in Bitauto, entering the whole car circulation segment.
In 2022, JD Car Club was upgraded to the "JD.com Auto Maintenance" brand, integrating auto parts sales and offline car care. By June 2023, JD Retail integrated its entire vehicles, accessories, two-wheeled vehicles, and car maintenance channels and teams, establishing an independent JD.com Auto division. From "selling car accessories" to "car maintenance" to "selling cars," JD.com is steadily improving its auto ecosystem.
JD.com's entry into auto sales comes at a time when auto dealers are going through their most severe survival crisis in nearly eight years. A report from the China Automobile Dealers Association for the first half of 2025 shows 52.6% of dealers are losing money, the first time this percentage has exceeded 50%.
The "purchase-sales inversion" caused by price wars has become the core black hole swallowing up profits. Data from the All-China Federation of Industry and Commerce Auto Dealers Chamber shows 80% of major models are sold at a loss, with losses typically exceeding 20%. This means the more cars dealers sell, the more they lose.
The reshuffling of the auto dealership industry is accelerating. Over 4,400 4S stores went offline nationwide in 2024, meaning 12 stores disappear every day. The downward trend continued in the first half of 2025, with over 1,200 stores on the verge of closure.
Moreover, as a high-price, low-frequency commodity, cars are fundamentally different from the fast-moving consumer goods and home appliances that JD.com traditionally sells. The consumer decision chain is much longer, with more emphasis on experience and after-sales service. How to replicate JD.com’s 3C home appliance service advantages in the auto industry is a big challenge.
All of the above industry situations prove that although the car is the largest single purchase for many families and is indeed profitable, it's not an easy business.
Of course, JD.com also has its advantages. First, the JD.com platform has more than 600 million annual active users, including over 200 million car owners and over 10 million new energy vehicle owners. This provides massive traffic for auto sales.
Second, JD.com has built a comprehensive online and offline service system. Online, JD.com has a complete e-commerce infrastructure; offline, its auto care stores and partner network cover the country. JD Daojia and JD Finance can also provide support for auto sales.
However, the younger generation is already used to online shopping and favors more transparent pricing and more internet-native services. As of 11 am on October 15, nearly 150,000 people had interacted with the "National Good Car" on JD.com’s app. This shows that consumer curiosity about this new model far exceeds expectations.
On November 9, this "National Good Car" will make its official debut. Whether JD.com's logic can withstand the market test—the answer will soon be revealed.
Risk Warning and DisclaimerThe market involves risk, and investments should be made with caution. This article does not constitute personal investment advice and has not considered users’ individual investment goals, financial situations, or needs. Users should consider whether any opinions, views, or conclusions in this article fit their particular circumstances. Investment based on this is at your own risk. ```