It’s well documented that the ‘Lucky Money’ feature was the game changer in terms of gaining traction especially during the Chinese Spring Festival holidays. The WeChat wallet was launched in August 2013 and back in those very early days, they struggled to get users. In the parlance of Chinese tech industry, optimization is a. Users can now access Jingxi directly by clicking “WeChat – Discover – Shopping”. JD already has the Jingxi app within WeChat Pay to benefit from WeChat’s traffic and we think this is a good start given how Pinduoduo largely relied on WeChat for its early successes. WeChat has used similar tactics before to growth hack WeChat Pay usage. A widely circulated document online purportedly leaked from JD.com shows that the planned cuts impact wider sections of the company's workforce, with a so-called optimization ratio ranging between 10 and 30 and involving several units under JD.com and JD Technology. In September 2019, JD.com officially launched its social e-commerce platform Jingxi as part of its strategy to penetrate into lower-tier cities and compete with Pinduoduo.Īnd, Jingxi’s WeChat Mini Program active users rose to 68 million on Double 11. See a quick comparison of the JD and Jingxi (mini program).ĭuring the Singles Day promotion, approximately 75% of Jingxi new users came from lower-tier cities, and approximately 55% of total Jingxi users were female.

Jingxi was launched in 2019 by JD.com to take on Pinduoduo on lower-tier cities while Taobao launched Taobao Special Offer app for the same demographic.

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