2025年GMV涨10倍！京东京喜拟再投入百亿元加码：“厂货百补”能破局低价内卷吗？

每日经济新闻01:48

京喜还能给京东创造多少惊喜？　　赶在“6·18”到来前，4月28日，京东京喜宣布，延续“厂货百补”计划，今年将再度投入超100亿元，用在平台流量、物流补贴、客服售后等方面，预计打造1000个千万元级爆品。　　《每日经济新闻》记者了解到，2025年，京喜自营宣布“厂货百补”计划，实际投入了101.9亿元。高投入也换来了高增长。截至目前，京喜累计用户数近5亿。　　在电商行业日渐淡化“低价”标签的当下，...

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Jingdong Xi plans to invest another 10 billion yuan to overweight: Can \"factory goods and hundreds of supplements\" break the low-price involvement?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"89618":0.6,"JD":1.94,"KJD":0.6,"09618":1.94},"content_text":"京喜还能给京东创造多少惊喜？　　赶在“6·18”到来前，4月28日，京东京喜宣布，延续“厂货百补”计划，今年将再度投入超100亿元，用在平台流量、物流补贴、客服售后等方面，预计打造1000个千万元级爆品。　　《每日经济新闻》记者了解到，2025年，京喜自营宣布“厂货百补”计划，实际投入了101.9亿元。高投入也换来了高增长。截至目前，京喜累计用户数近5亿。　　在电商行业日渐淡化“低价”标签的当下，京东重金加码京喜，背后究竟有何深意？京东京喜事业部负责人称：“不卷一时低价。一个让商家活不下去的平台，早晚也会倒下。”　　事实上，电商市场的低价内卷乱象、产业带白牌工厂深陷经营困境等行业深层矛盾长期存在。如何在保障商品供给品质的同时，为中小商家留出公平合理的生存空间，帮助行业摆脱低价恶性竞争的困局、构建良性发展生态，是整个电商行业都亟待破解的共性难题。　　京东为何重投京喜？ 　　选择继续重投京喜的原因之一，自然是京东看到了京喜实实在在的增长。　　记者从京东方面获悉，截至目前，京喜累计用户数近5亿，2025年带来新用户1.5亿，订单量增长2倍，GMV（商品交易总额）增长10倍，年复购率达50%。　　目前，京喜合作产业带超过260个，日销过千单的爆品达数万个，商品数增长6倍。京喜小店方面，2025年商家数量突破135万，订单量同比增长60%，GMV同比增长50%。　　京喜采用的是“京喜自营+京喜小店”双模式。记者了解到，京喜自营是“类自营模式”，即商家负责生产，京喜通过物流、客服、广告投放等给予支持；2025年，京喜推出小店模式，面向个体及自然人商家，开店无需保证金。　　电商分析师、海豚智库创始人李成东在接受记者微信采访时表示，京喜在业务上对标的还是拼多多和淘宝的低价商品区域。　　“通常来讲，产业带上的白牌商品定倍率是比较低的，不像中大型品牌，定倍率基本在5倍以上，工厂供货的白牌商品可能加个30%就售卖了。京喜主要针对的也是相对低客单商品市场的业务。”李成东表示。　　不过，李成东认为，京东维持在京喜上的投入，很大一部分原因是想保留对这块市场的卡位，以及维持相对来之不易的业务增量。其次是吸引流量及用户增长，这也是一个最直接的目的。　　记者注意到，京喜启动了“爆品双千万”计划，预计在2026年打造1000个千万元级趋势爆品，覆盖全品类，走的也是爆品逻辑。　　电商回不去的“低价” 京东和拼多多正在走两条路 　　京喜的商业模式看起来偏平台型、轻运营，但实际上一点都不“轻”。　　一方面是平台持续的投入。2025年，京喜自营宣布“厂货百补”计划，实际投入101.9亿元。2026年，京喜还将再度投入超100亿元。　　另一方面，在模式上，京喜自营介入了除商品生产外其他全部环节。京喜小店将商家总费用率压缩至10%以下。此外，小店的资源扶持也接入的是整个京东“春晓计划”（针对京东平台三方商家的扶持计划）。这是一项长期的超350亿元的资源扶持。整体来看，京东还是动用了自身几乎全部资源，来做京喜。　　主打产业带白牌及中小商家的平台拼多多也在转型。2026年3月，拼多多官宣“新拼姆”计划。记者注意到，“新拼姆”是拼多多和Temu的结合，其核心是品牌自营和重仓中国供应链。　　根据拼多多的官方披露，“新拼姆”不是一个普通品牌计划，而是一个全链路的体系：从产品设计、生产制造、包装物流，到市场推广和国际分发，拼多多都要亲自掌控。目前，“新拼姆”已在上海落地，首批已现金注资150亿元。　　针对拼多多“新拼姆”计划，李成东告诉记者，拼多多选择做供应链，更多还是为了迎合电商高质量增长的市场大背景。　　“拼多多其实不太做过‘重’的业务，从平台发展的角度来看，也没太大必要，但在电商‘反内卷’的市场背景下，品牌升级是一个必然趋势，拼多多也必须转型，政策层面的考量更多一些。”李成东表示。　　阿里方面，其一手“喂大”的淘特（淘宝特价版）两年前选择回归淘宝电商大本营，阿里的低价战略另一抓手“1688”（阿里巴巴旗下中小企业贸易电子商务平台）也正在回归淘宝。　　2020年，淘特还曾与1688全面打通，1688上的数十万中小企业商家被导入淘特。阿里的低价战略正在淡出大众视线，近两年，阿里重仓AI（人工智能），在大模型、视频生成等不断进行战略输出。　　“京喜机会大不大，还是取决于京东在自营电商主战场能否保持品质、格调。从过往经验来看，靠低价路线可能难以持久，京东的重点还是做好服务和品质商品。未来，供应链特色决定平台成败，某个商品只有京东有，对手没有，这样才能留住用户。”工信部信息通信经济专家委员会委员盘和林在接受记者微信采访时表示。（文章来源：每日经济新闻）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"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":"4.42.0","shortVersion":"4.42.0","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/2631542715","isCrawlerRequest":true}