After Pinduoduo and Alibaba enjoyed the benefits of sinking the market, JD.com finally couldn’t hold back and officially joined the battle.

On October 15, JD.com announced the launch of its social e-commerce platform "Jingxi". This shopping platform, which has completed its name change as early as September, will soon carry JD.com’s ambitions for the sinking market and try to take the first shot in Double Eleven.

At this point, the three e-commerce giants JD.com, Alibaba and Pinduoduo have all completed their market layout.

But the situation is obviously not good for JD.com. Even if we ignore Pinduoduo, which has been deeply involved in the sinking market from the beginning, Alibaba, which made a splash at the beginning of this year, quickly began to integrate its three major sinking market brands, Juhuasuan, Taobao, and Tiantian Deals. In April this year, it launched a Taobao sale area that directly targets Pinduoduo. In the second half of the year, Juhuasuan launched the 99 Huashuan Festival and continued to implement its new strategy for the sinking market.

There is absolutely no first-mover advantage. This means that if JD.com wants to counterattack, it must use its trump card to launch a surprise attack.

The "WeChat first-level entrance" that has been renewed this year is one of them. As early as this year's Q2 financial report analysis conference call, JD Retail Group's rotating CEO Xu Lei revealed that JD.com will upgrade the WeChat shopping portal in cooperation with Tencent around October 1 to create a new social e-commerce platform targeting the WeChat ecosystem, especially women and low-tier markets.

Whether this platform relying on WeChat can succeed depends on Pinduoduo, which also relies on the WeChat ecosystem. There seems to be a precedent. After Jingxi appears on WeChat's first-level entrance, products with better prices, better quality, and more down-to-earth products are expected to be able to capture WeChat users in third-, fourth- and fifth-tier cities and even rural areas better than the simple JD mobile homepage.

Of course, this is just a good expectation.

In the WeChat ecosystem, Pinduoduo still has a stable and large audience. This obstacle may directly stand in front of JD.com; and whether it can successfully expand new users in sinking markets is also highly dependent on whether Jingxi’s promotional efforts are sufficient and whether the infrastructure construction in sinking markets is complete.

Everything is still full of suspense.

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