JD expands into social etail

Chinese internet services giant JD has launched a social e-commerce platform named Jingxi, providing discounts on team purchases to target users in small to medium-sized cities in China.

The business model, which invites buyers to share deals with friends to score significant discounts, emulates those of rivals Pinduoduo and Juhuansuan.

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“We’re going to diversify and enrich our WeChat ecosystem and provide a new model to attract lower-tier cities, especially female users and low-income users,” said JD Retail CEO Lei Xu about the new Jingxi platform.

“We’ll continue to enhance our user experiences and also gain more potential customers from third to six-tier cities,” added JD chairman and CEO Richard Liu.

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