京东京喜小店上半年订单量同比增长60% 成交额同比增长30%

This article is the 2026 mid-year performance report for JD.com’s Jingxi Small Stores, releasing core growth data, top-performing consumer categories, merchant support policies and other key information to help general readers understand e-commerce industry development, consumer trends and new store opening opportunities.

1. Core growth metrics: In the first half of 2026, Jingxi Small Stores saw a 60% year-over-year (YoY) increase in order volume and a 30% YoY increase in gross merchandise value (GMV). Total platform merchants exceeded 1.35 million, up 50% YoY, with more than 200,000 new store openings (a 60% YoY increase). The platform hosts 22 million products, 3,000 small stores have surpassed RMB 1 million in GMV, and nearly 20,000 hit products have each generated more than RMB 100,000 in GMV.

2. Consumer trends and store opening opportunities: Four categories are seeing strong growth currently: bulk purchases of daily necessities, value-preserving investment products, self-care consumption, and home improvement products, with many popular categories growing by multiples to tens of times. New store operators can access multiple layers of platform support, including free operations management, traffic subsidies and priority resource allocation, which have drastically lowered barriers to entry.

This article discloses the latest growth data and consumer trends for Jingxi Small Stores, offering clear reference for brands on product development, channel布局 and brand marketing.

1. Latest consumer trend insights: Consumer choices are becoming increasingly rational, with four high-growth categories: bulk daily necessities, value-preserving investments, self-care spending and home improvement. Orders for necessities such as wet wipes have grown as much as 37-fold YoY, while GMV for investment silver bars has soared 117-fold, transforming the product from a niche investment into a common component of household asset allocation. Multiple self-care and home improvement categories have also posted multi-fold GMV growth. Brands can adjust their product development pipelines to align with these high-growth tracks.

2. Channel growth opportunities: Jingxi Small Stores is maintaining rapid growth. The platform has launched five key support initiatives, the Double 10 Million Hit Product Program, the Chunxiao Program with RMB 35 billion in resources, and the Free Operations Partner Program. These initiatives help brands cut operational costs and build 10 million-level hit products, making Jingxi an attractive new growth channel for brands looking to gain market share.

This article discloses Jingxi Small Stores’ latest merchant support policies and market growth opportunities, offering high reference value for both prospective and existing sellers.

1. Latest platform support policies: Jingxi has launched a factory goods subsidy program that provides five key forms of support: platform traffic, logistics subsidies, after-sales services, ad placement, and AI-powered efficiency improvement. It also launched the Double 10 Million Hit Product Program, which aims to develop 1,000 10 million-level hit products from industrial belts this year. Additional dedicated support comes from the Chunxiao Program, which allocates RMB 35 billion in resources. The Partner Program offers 2,000 exclusive spots, allowing industrial belt merchants to access free operations management from JD’s purchasing and sales team after opening a store.

2. Market growth opportunities: Bulk daily necessities, value-preserving investments, self-care consumption and home improvement products are all seeing strong growth, with many categories growing by multiple to tens of times. On the platform, 3,000 small stores have surpassed RMB 1 million in GMV, and 200,000 industrial belt merchants have doubled their GMV. The factory-direct model has won high consumer recognition. Sellers can布局 products around these high-demand tracks and achieve rapid revenue growth with platform support.

This article discloses current online consumer demand and Jingxi’s support policies for industrial belt factories, offering reference for factories adjusting product design and advancing e-commerce transformation.

1. Product design and production direction: Consumer demand for bulk daily necessities, value-preserving investments, self-care spending and home improvement is growing rapidly. Orders for many necessity categories have grown more than 7-fold YoY, while GMV for investment silver bars is up 117-fold, shifting the product from a niche investment to a mainstream household asset allocation option. Multiple home improvement categories have posted multi-fold GMV growth. Factories can adjust production and design to align with these high-growth consumer demands.

2. E-commerce transformation opportunities and insights: Jingxi focuses on the factory-direct, origin-direct shipping model and maintains strong growth momentum. It offers multiple layers of support for factory merchants, including factory goods subsidies, free operations management, priority resource allocation, and a dedicated hit product development program that helps factories build 10 million-level top-selling products. To date, a large number of industrial belt factory merchants on the platform have doubled their GMV. Factories can leverage the Jingxi platform to advance digital e-commerce transformation and connect directly with end consumers to earn higher margins.

This article discloses the latest development of the Jingxi Small Stores model, offering reference for e-commerce-focused service providers on industry trends and client demand.

1. Industry growth trends: Jingxi Small Stores’ factory-direct model is growing rapidly, with 60% YoY order growth and 30% YoY GMV growth in H1 2026. Total platform merchants are up 50% YoY, and new store openings are up 60% YoY. There is substantial room for hit product development: in the first half of the year, nearly 20,000 hit products generated over RMB 100,000 in GMV, and nearly 1,000 hit products surpassed RMB 1 million in GMV. The overall industry is growing strongly, creating considerable market opportunity for service providers.

2. Client pain points and service direction: The core pain points for a large number of small and medium-sized industrial belt merchants and factory merchants are lack of operational capacity, insufficient traffic access, and a shortage of digital tools. The platform has rolled out a series of solutions to these issues. Service providers can develop targeted service products aligned with small and medium merchants’ needs for operational support, traffic access and digital efficiency improvement, connect platform and merchant demand, and capture industry growth dividends.

This article introduces the latest operation strategy and growth results of JD.com’s Jingxi Small Stores, offering reference for other marketplace operators on merchant acquisition, operations management and trend spotting.

1. Merchant demand and proven platform strategies: Jingxi addressed the core pain points of small and medium merchants and industrial belt factories—lack of operational capacity and traffic access—by rolling out a suite of support initiatives, including five factory goods subsidy measures, the Double 10 Million Hit Product Program, the RMB 35 billion Chunxiao Program, and the free operations Partner Program. These measures have successfully attracted merchant inflow: new store openings rose 60% YoY in H1 2026, and total merchants surpassed 1.35 million, validating the effectiveness of the strategy.

2. Reference for operations management: Jingxi’s focus on the factory-direct, origin-direct model aligns with the current trend of rational consumption and rising demand for high value-for-money products, driving rapid growth across multiple popular categories. Platforms can build a hit product matrix leveraging industrial belt resources, while adjusting operational strategies to adapt to shifting consumer demand, mitigate risks and achieve sustained growth.

This article discloses the latest operational data and business model progress of Jingxi Small Stores, offering valuable source material for researchers studying e-commerce enablement of the real economy and digital transformation of industrial belts.

1. New industry development trends: Downstream e-commerce operating on the factory-direct model is maintaining rapid growth: in H1 2026, Jingxi Small Stores recorded 60% YoY order growth and 30% YoY GMV growth. New consumer trends have emerged: consumption is becoming increasingly rational, with four high-growth demand categories: bulk daily necessities, mass-market investment products, self-care consumption, and home improvement. Investment products have moved from a niche category to become part of ordinary household asset allocation, and a large number of industrial belt merchants have doubled their revenue via online platforms, reflecting continuously rising willingness among physical industry players to connect to online channels.

2. Reference for business model innovation: Jingxi has rolled out a series of new initiatives including free partner-led operations, factory goods subsidies and hit product development, integrating platform resources to lower barriers to merchant entry. This model provides a new case study for e-commerce platforms enabling the real economy, and reflects the strong demand among physical industry players for operational support and traffic subsidies when accessing online channels, making it worthy of in-depth research exploration.