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interface news reporter | cha qinjun

interface news editor | wen shuqi

“jd supermarket is one of the key battlefields for jd group to win the next decade. in time, jd supermarket will surely create another jd.”

september 5,xu ran, ceo of jd.comexistjd supermarket celebrates its 10th anniversarypress conferencesuperiorhe expressed the above view.jd supermarket2014when it was founded, it was a business unit of great strategic significance to jd.com.alsoit is a very large track, whether it is brand or channel, cost, efficiency, experiencereturnthere is a lot of room for improvement.

after the epidemic, the recovery of market consumption power was lower than expected，domestic consumer demand will remain weak in 2024。data from the national bureau of statistics show that in the first seven months of 2024, the national online retail sales grew by 9.5%, a 3 percentage point drop from the same period last year.

according to boston consulting group data, by 2030, china's upper middle class (households with a monthly disposable income of 13,000 yuan or more) and wealthy (households with a monthly disposable income of more than 26,000 yuan) population will reach 320 million, close to the total population of the united states. however, in terms of consumption willingness, the wealthy are relatively stable, while the middle class is obviously cautious.

in the second half of the fast-moving consumer goods industry, user consumption needs are also quietly changing.yibo zhang, managing director of boston consulting groupat the press conference, he stated,current consumer demand is becoming differentiated, with major consumer goods showing a trend of growth in the high and low price bands and a decline in the middle price band.

zhang yibo believes that the new generation of consumers are keen on price comparison and pursue genuine products at reasonable prices when making decisions. live streaming is still an effective way to promote sales, but its effectiveness is beginning to wane, and the growth rate of impulse consumption is slowing down. "in the next 10 years, china may attract a wave of consumers with the highest shopping iq. they have relatively high requirements for quality, but at the same time they are 'poor in money' and hope that the products are relatively low in price."

against this background, a lot of chaos has arisen in the industry.“friendlyunlimited price hikes, vicious competition, and self-destructive behavior. "yao yanzhong, senior vice president of jd group and president of jd retail supermarket business grouppress conferencesuperiortalking about the chaos in the industry in recent years,"there is no pork in the 5-yuan pork jerky, and no eggs in the 2-yuan egg rolls. if the industry simply cuts prices, then made in china will definitely regress 10 years."

in his opinion,excessive internal circulation in the fast-moving consumer goods industry may eventually lead to an ecosystem where bad money drives out good money. even the merchants in yiwu small commodity wholesale market and yiwu small factories, which were once famous for their high cost-effectiveness, have closed down due to vicious competition from small workshops in some industrial belts. if the vicious internal circulation intensifies, it will be detrimental to the sustained and healthy development of china's manufacturing industry.

yao yanzhong is still at the meetingdisclosurejd supermarketthe latest strategy focuses on three key words:supply chain, product strength, and quality-price ratio.

specifically, digital capabilities are used to reduce the number of repeated transportations between brand warehouses and jd warehouses, and jd logistics warehouses are built directly at the source of fresh produce to ship directly to the whole country; secondly, it helps brands explore consumers' pain points and needs, and identify niche product tracks with fast growth and great potential; in terms of improving quality-price ratio,yao yanzhong said at the meeting,jd.com adheres to the low-price strategy but does not engage in vicious internal competition. it has established safety monitoring laboratories in 45 asia no. 1 warehouses across the country.

the company also disclosedjd supermarket's latest report card，in the first half of this year, jd supermarket's new users increased by 20%, orders increased by more than 30%, and revenue achieved high double-digit growth. it is reported that jd group will invest 10 billion to support jd supermarket's 10 billion agricultural subsidy project and the launch of new products.

yao yanzhongfinally,the next ten years will be the second half of the fmcg industry and also the decade of transformation for jd supermarket.，we should be wary of falling into the "vicious internal circulation" where bad money drives out good money and harms the rights of consumers, and we should shift from seizing the opportunity to practicing internal skills.。