Jingxi's self-operated business fights involution and has attracted 370 million people.

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Double 11 is still ongoing, and JD.com’s discount shopping brand Jingxi Self-operated has already released its two-year performance report.

On October 28th, Jingxi Self-operated celebrated its second anniversary. Qiting, Vice President of JD Group and Head of Jingxi Business Unit, systematically reviewed the development path of Jingxi Self-operated over the past two years for the first time at a media briefing.

This business segment, defined as a "vanguard," aims to achieve 10-fold GMV growth by 2025, bring 150 million new users to JD.com, and has already served 370 million users.

Amid widespread low-price competition in the e-commerce industry, Jingxi Self-operated is trying to forge a differentiated, "anti-involution" path—insisting on bottom-line low prices, letting factories on the industrial belt become "hands-off bosses," and finding a balance between price and quality.

At the briefing, Qiting summarized the original intent of Jingxi’s business in three words—"anti-involution." "We can’t just do low prices while abandoning all quality, service, and fulfillment," Qiting emphasized. Jingxi Self-operated’s low prices are "bottom-line low prices."

Unlike the main JD platform’s customer positioning, Jingxi Self-operated’s core service scenario focuses on lower-tier markets. Notably, Jingxi does not have a fixed entry point on the JD.com homepage. Instead, its exposure position is dynamically adjusted based on user behavior. This precise traffic allocation reflects Jingxi’s unique positioning and operation within the JD ecosystem.

In Jingxi Self-operated’s business model, industrial belt factories play a core role. Facing the vicious cycle on some low-price platforms where factories "race to the bottom and no one profits," Jingxi Self-operated tries to break this deadlock. Its approach: let factories return to pure manufacturing and become "hands-off bosses."

Specifically, factories only need to produce according to the agreed quality, while product operation, logistics, after-sales, and other processes are all handled by Jingxi Self-operated. Qiting stated: "This way, the factories’ profit levels and investment are relatively more reliable."

According to reports, Jingxi Self-operated launched six major business projects this year: Export to Domestic Sales, Big Brands Same Factory, Jingxi Selection, Jingxi Farm, Star Products, Jingxi IPick.

These business modules have become important engines for Jingxi Self-operated’s growth.

Among them, "Export to Domestic Sales" has helped nearly 2,000 foreign trade companies sell 150 million orders, a year-on-year increase of 12 times. Qiting cited a paper cup factory in Linyi, Shandong as an example. The factory’s production halted during a tariff fluctuation period, but the Jingxi team jointly developed packaging specifications suitable for domestic sales. The products sold 200,000 orders within two hours of launch.

Qiting introduced, "In terms of new user acquisition, Jingxi has played the role of vanguard." She also revealed that users entering JD from Jingxi are mainly from lower-tier (4th to 6th tier) markets, with a higher proportion of female users than male. However, two clear trends can be observed in user behavior data.

First, Jingxi users’ retention and repurchase rates have shown a steady month-over-month increase from the first year of business until now. Second, more and more users are choosing to purchase Jingxi products on their first or second order, and the proportion of those buying from other JD sectors in subsequent purchases is gradually increasing.

This is precisely Jingxi Self-operated’s core value within the JD ecosystem.

Looking ahead, Jingxi Self-operated has set new goals: to bring another 150 million new users for industrial belt factories next year, to reach 3 million industrial belt products, and in the next three years, to drive 500,000 industrial belt factories toward stable sales and create 5 million jobs.

Qiting said: "We hope that whether in terms of acquiring new users or activating inactive users, Jingxi can contribute more incremental users to the greater JD ecosystem."

This also means that, long term, Jingxi Self-operated needs to find a balance between low price, quality, and sustainability.

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