JD.com is ramping up efforts on its budget-focused platform Jingxi, targeting small-town markets with a direct control strategy akin to Pinduoduo’s model. The move aims to better serve price-sensitive consumers by managing operations, logistics, and customer service internally. Despite a slow start since its 2020 launch, Jingxi saw a significant boost during the recent 618 shopping festival, processing over 1 million orders in four hours. JD.com plans to expand Jingxi’s supplier network to over 10,000 factories by year-end.