对标拼多多？京东“百亿超市”上线，聚焦高频刚需日用品，未来三年将投超200亿元补贴

电商观察家02-27

京东加码电商补贴，正式上线“百亿超市”频道，对标拼多多百亿补贴？2月26日，京东宣布其APP正式上线“百亿超市”频道，进一步加大对商超品类的百亿补贴投入力度。据悉，京东计划在未来三年内，通过该频道投入超过200亿元的商品补贴，助力合作品牌实现额外销售额增量达2000亿元。据新京报报道，京东“百亿超市”频道覆盖了休食、生鲜、酒水、饮料、粮油调味等食品饮品，以及家清、个护、母婴、宠物、鲜花、玩具乐器等...

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JD.com's \"10 Billion Supermarket\" is launched, focusing on high-frequency daily necessities, and will invest more than 20 billion yuan in subsidies in the next three years","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"JD":1.96,"PDDL":0.6,"KJD":0.6,"09618":1.96,"KPDD":0.6,"PDD":1.87},"content_text":"京东加码电商补贴，正式上线“百亿超市”频道，对标拼多多百亿补贴？2月26日，京东宣布其APP正式上线“百亿超市”频道，进一步加大对商超品类的百亿补贴投入力度。据悉，京东计划在未来三年内，通过该频道投入超过200亿元的商品补贴，助力合作品牌实现额外销售额增量达2000亿元。据新京报报道，京东“百亿超市”频道覆盖了休食、生鲜、酒水、饮料、粮油调味等食品饮品，以及家清、个护、母婴、宠物、鲜花、玩具乐器等生活用品，并涵盖部分京喜自营商品。频道将通过官方补贴、加倍补、满额返京东超市卡等多种形式，为消费者提供“又好又便宜”的品质好物。此次推出的“百亿超市”并非简单复制原有的百亿补贴模式，而是将原本分散于“百亿补贴”中的日用品集中整合，并加大补贴力度，形成一个目标明确、品类聚焦的独立频道。通过平台直补、品牌直供和授权等方式，用户无需拼团、不用比价，即可直接享受价格实惠的品质商品。据介绍，京东超市目前已是国内规模领先的线上超市，2025年正式提出未来三年用户规模目标从3亿增长至5亿。过去一年，京东超市购物用户数、订单量均实现超过20%的增长，持续领跑行业。值得注意的是，此次“百亿超市”的补贴力度也将超越带电品类，成为京东集团在百亿频道中补贴力度最大的电商在售品类。京东原本就有百亿补贴频道在，此次的百亿超市更像是“百亿补贴”基础上战略的延伸和深化，京东把原本分散在“百亿补贴”里的日用品集中起来，并投入了更大的补贴力度，形成了一个独立的、目标明确的频道。这就像原本在百货商场里有一个“打折区”，现在专门为生活超市开辟了一个“特卖场”。这次的百亿超市推出也释放了一个信号，一个与拼多多“百亿补贴”的直接竞争机会，但还是有一定的区别所在，拼多多的“百亿补贴”是一个长期、全面的平台战略，重点在于提升整体平台的形象和客单价。而京东的“百亿超市”则是一个更聚焦、更垂直，通过高频刚需的超市品类，提升用户的复购率和粘性。有趣的是，拼多多在今年1月内测过一个叫“百亿超市”的板块，但它与京东“百亿超市”的性质完全不同。拼多多的“百亿超市”更像是一个限时限量的发券活动，内嵌于“百亿补贴”之下，入口很深，并非一个独立的、长期的业态。加入电商观察家社群请扫码。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":1,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.36.2","shortVersion":"4.36.2","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2614880703","isCrawlerRequest":true}