JD Joy unveiled its 2026 strategy, investing another 10 billion yuan in its 'Factory Goods 100% Subsidy' and 'Dual 10 Million Top-Seller Plan' to help industrial belt merchants avoid cutthroat low-price competition and achieve steady growth.
On April 28, the 2026 JD Jingxi Industrial Belt Development Conference was held in Suqian. Facing the prevailing industry chaos of "disorderly involution" and merchants' operational difficulties, Jingxi provided its answer at the conference: instead of competing on temporary low prices, focus on long-term growth.
At the conference, Jingxi unveiled its 2026 strategy, announcing the continuation of the "Factory Goods Hundred-Billion Subsidy" program. This year, it will invest over 10 billion yuan again, supporting high-quality growth for industrial belt merchants through platform traffic, logistics subsidies, customer service and after-sales support, advertising investment, and AI efficiency enhancements. Under the "Factory Goods Hundred-Billion Subsidy" initiative, Jingxi launched the "Double Ten-Million Bestseller Plan," aiming to create 1,000 ten-million-level bestsellers in 2026.
Xu Ran, Vice Chairman of the JD Group SEC and CEO of JD Group, also stated at the conference that Jingxi will always be the most reliable partner for industrial belt merchants, building a simple, efficient, and steadily growing business platform for Jingxi merchants.
Dual-Model Drive with Jingxi Self-Operated + Xiaodian Empowers Industrial Belt Merchants to Counter Involution and Achieve Stable Growth
"The 'low-price vicious competition' model not only harms consumer rights but also leads to a race to the bottom among merchants, shrinking quality supply, and ultimately affecting the long-term development of the industrial belt," said Qi Ting, Head of JD Jingxi Business Division. She added that a platform that doesn't allow merchants to survive will eventually collapse, which is why Jingxi has been thinking from day one about how to help merchants grow steadily and sustainably.
Over the past two years, the intensifying industry "involution" has severely impacted the industrial belt merchant ecosystem. Through sustained investment, Jingxi Self-Operated leverages its unique "quasi-self-operated model," allowing source merchants to focus solely on production while Jingxi provides full-chain operational support including logistics, customer service, and advertising, enabling merchants to operate "light and steady."
Starting in 2025, Jingxi launched the Xiaodian model for individual and natural-person merchants. Natural persons can register with just an ID card and mobile number, enjoy "0-yuan trial operation," no deposit required to open a store, and new merchants can receive up to 3,000 yuan as a store-opening bonus.
A number of industrial belt merchants have already achieved rapid "from 0 to 1" breakthroughs on the Jingxi platform. Anguo Medicinal and Food Homologous started with zero e-commerce experience, and with just one person operating the store, generated ten-million-level sales, rising from a small bungalow to an entire building. Dream Sky Wave, a paper product supply chain manufacturer, now sells millions monthly and currently ships five truckloads per day, solidifying its position as a top-tier merchant.
Other merchants have successfully broken free from involution on Jingxi. One merchant noted that while the industry declined 40% overall, Jingxi was the only platform where they saw growth. Despite the general downturn in the menswear industry, Muku Apparel's after-sales rate on Jingxi is nearly 20% lower than on other platforms, with no off-season all year and annual sales approaching ten million. Selected Bathroom Ware Xiaodian achieved a ROI higher than the industry average, while its fee rate is only one-third of other platforms, realizing "light investment, steady sales."
Jingxi to Invest Another Ten Billion in Factory Goods Subsidies in 2026, Launching the "Double Ten-Million Bestseller Plan"
Over the past year, Jingxi has become a fast track for industrial belt merchants to move from single-product breakthroughs to steady growth through its dual "Jingxi Self-Operated + Jingxi Xiaodian" model.
To date, Jingxi has nearly 500 million cumulative users, brought in 150 million new users in 2025, doubled order volume, achieved 10x GMV growth, and reached an annual repurchase rate of 50%. Jingxi now partners with over 260 industrial belts, has tens of thousands of bestsellers selling over 1,000 units daily, and has grown product count by 6x.
Moreover, Jingxi Xiaodian has also seen rapid growth, with merchant numbers exceeding 1.35 million in 2025, order volume growing 60% year-over-year, and GMV up 50% year-over-year. At the same time, the total fee rate for Jingxi Xiaodian merchants is under 10%, far below the industry average.
Starting in 2025, Jingxi Self-Operated announced the "Factory Goods Hundred-Billion Subsidy" program, with actual investment reaching 10.19 billion yuan. This year, Jingxi will continue to increase factory goods subsidies, investing over 10 billion yuan again, adding advertising investment and AI efficiency support on top of platform traffic, logistics subsidies, and customer service and after-sales support, injecting growth momentum into industrial belt merchants.
This year, Jingxi is also adding five major support measures for Jingxi Xiaodian merchants, including over 35 billion yuan in resource support from JD's "Spring Dawn Plan," a 100% ROI-guaranteed "Advertising Resources" profit plan, "Marketing Resources" with tens of millions of daily impressions, "Supply Chain Support" including 14 free AI tools and a bestseller sourcing platform, and the addition of the "Index Trading" channel, which is expected to grow over 100x year-over-year throughout the year.
The conference also released the 2026 industrial belt opportunity analysis. In terms of demographic distribution, silver-haired seniors, campus students, women, and pet owners are unleashing tremendous demand on the platform, representing unmissable opportunities for industrial belt growth. On category trends, the conference announced 14 major trending categories including food, fresh produce, pets, automotive, household goods, home cleaning and paper products, mother and baby toys, apparel and footwear, and personal care and beauty.
Based on precise insights into consumer demographics and trending categories, Jingxi launched the "Double Ten-Million Bestseller" plan at the conference, aiming to create 1,000 ten-million-level trending bestsellers across all categories in 2026, helping industrial belt merchants break out with their branded products.
Over the next three years, Jingxi will continue to stand alongside industrial belt factories, using real investment and super supply chain capabilities to help them escape the quagmire of "vicious low-price competition" and shift toward a positive cycle of "steady growth."