JD’s double 11 promotion aims to capture consumers from lower tier cities

JD.com released its group purchasing brand Jingxi on Tuesday, focusing its efforts on the lower-tier market. The new service is more or less a clone app of Pinduoduo, and the e-commerce giant is working closely with Tencent in launching viral marketing on WeChat and QQ, duplicating the advertising method testified efficient by Pinduoduo. However, the cost is considerably higher – the steep discounts and huge subsidies during the promotion can result in heavy financial burdens to companies.