In order to actively respond to the national "trade in old for new" policy call and provide consumers with ultra-low price home appliances and home products, JD.com officially announced its "big single machine" strategy in the home appliance and home appliance category on the eve of 618. It plans to complete 30 billion home appliance and home appliance purchases by 2024, with an estimated annual sales volume of over 20 million units. At the same time, it will also help more than 100 brands reduce production costs, jointly incubate popular products, and truly benefit consumers.

Industry experts have pointed out that in recent years, the rigid demand of consumers for low-priced, high-quality home appliances and home furnishings, as well as the contradictions in the industry's entry into the stock market, have led to brand merchants entering an era of "internal competition", resulting in brands not making money and consumers not being able to buy good products. Based on this, JD Home Appliance's "Big Single Machine" strategy has emerged, helping brand merchants achieve efficient growth while creating the ultimate cost-effectiveness for consumers. This is inseparable from JD's advantages and capabilities in supply chain, online and offline omni channels, as well as services.

As is well known, only by reducing costs can brand merchants lower consumer shopping costs from the source. JD.com has a huge user base, which can provide insight into consumer demand and trend changes, and provide brand merchants with deterministic sales, laying the foundation for brand merchants' sales targets. Moreover, under the "big single machine" strategic model, it can reduce the marginal costs of brand merchants in design, production, logistics and other aspects, and all these marginal costs can be shared with consumers.

For large volume and heavy household appliances such as refrigerators, air conditioners, and washing machines, the cost of storage and logistics transportation is relatively high. JD, relying on its own supply chain advantages, can help brands optimize their supply in commodity circulation and logistics, reduce channel costs, and improve channel efficiency to reduce costs and increase efficiency for brand merchants. In the first quarter of 2024, JD's inventory turnover days further decreased to 29 days, continuing to maintain global leadership.

At the same time, JD.com also helps brand merchants deliver products to consumers in the first time and shorten the distance with users by continuously optimizing logistics networks and delivery routes, efficiently managing inventory, quickly processing orders, and coordinating the supply chain. It is worth mentioning that relying on JD's smart supply chain, it can also provide supply chain decision-making suggestions for brand merchants to replenish and adjust goods, help brand merchants better predict demand, guide production, arrange inventory, and more effectively achieve cost reduction and efficiency increase.

In terms of product sales channels, JD can provide consumers with digital, scenario based experiences, and integrated services through omnichannel digital integration. On site, JD.com relies on live streaming, integrated marketing resources, and other methods to attract traffic to large single product venues and unleash the potential of online platforms; Offline, it covers a wider range of consumer groups through diversified channels such as home appliance and home furnishing specialty stores, JD Super Experience stores, city flagship stores, and JD MALL.

In terms of consumer service experience, JD.com adheres to a low price strategy, providing real and reliable scale parameters, allowing consumers to accurately search for products on JD.com and see the actual payment price. It does not attract low prices or play tricks, creating a shopping experience of "buying cheap products with closed eyes" for consumers.

At present, while carrying out the "trade in" campaign nationwide, JD.com has also invested 3 billion yuan in collaboration with home appliance brands, continuously increasing subsidies for trade in and upgrading service experience. By focusing on household appliances such as air conditioners, vacuum cleaners, and coffee machines, we have launched a plan to increase the price of old machines and reduce the cost of replacement for users. At the same time, JD's trade in service has covered over 200 sub categories and further achieved free door-to-door, free disassembly, and free transportation of old machines; The "three exemptions and four restrictions" service includes unlimited channels for purchasing old machines, brands, years, and products. In addition, JD.com also utilizes its logistics advantages to provide consumers with integrated services for delivering new machines, dismantling old machines, and installing new machines in different categories. This reduces the service process that used to require multiple door-to-door visits to only 1-2 times, making it easier to complete in one step.

JD 618 is an important node for consumers to upgrade their home appliances and home furnishings throughout the year, and it is also an important opportunity for various brand merchants to break through business bottlenecks and achieve new business growth. Under the "big single machine" strategy of JD Home Appliances, while bringing consumers more high-quality, cost-effective products and more convenient and efficient shopping experiences, JD will also help more brand merchants gain growth opportunities in JD 618 and achieve deterministic growth.