Beijing News Shell Finance News (reporter Cheng Zijiao) On November 15, the official WeChat official account of Jingdong Seven Fresh Supermarket released the article "10% cheaper! If competitors dare to follow the seven fresh, they dare to continue to decline", which said that from now on, the special area of Jingdong Seven Fresh Breakthrough Price will be completely renovated, and the products in the special area will be 10% cheaper than other instant retail platforms on average. Meanwhile, if competitors keep up with the price, Seven Fresh will continue to lower the price. Some opinions believe that this measure means that the instant retail price war initiated by JD Seven Fresh has once again escalated.
According to an analysis by a person close to JD Qixian, JD Qixian's proposal of "breaking through price 10% cheaper than other instant retail platforms" is a more aggressive measure taken against competitors such as Hema. This instant retail price war, initiated by JD Seven Fresh on Singles' Day, has once again escalated and will continue.
According to the official official account of Jingdong Seven Fresh Food, the products in the breakdown price zone involve many categories, such as fruits, seafood and aquatic products, drinks, rice noodles, cereals and oils, and general merchandise, including Chilean cherries, Yunnan Alpine Super Blueberries, fresh sea white shrimp, Fenjiu, Yanjing Beer, Red Bull vitamin drinks, and October paddy rice, all of which are hot sellers.
In fact, during the just concluded JD 11.11, JD Qixian launched the "Super Breakthrough" campaign, which focuses on "breakdown price, really cheap is not afraid of comparison". The prices are generally cheaper than other instant retail platforms, and it has triggered competitors to follow up and adjust prices. The price war in the instant retail field initiated by JD Qixian has officially begun. According to the battle report released by JD Seven Fresh, the "Super Breakthrough" campaign has achieved significant results, with both the number of orders and the number of transactional users achieving triple digit growth year-on-year.