Sina Technology reported on October 15 that on October 14, JD.com launched a "Buy More Expensive, Compensate 10 Times" service for home appliances and home categories, covering over 50 leading brands such as Haier, Midea, Gree, Xiaomi, and Jomoo, across products including home appliances, kitchenware, and bathroom items. Industry insiders view JD.com's timing of introducing this service just one day before a major platform's Double 11 shopping festival as a strategic move aimed at rival competitors, reflecting its ambition to deepen its low-price strategy and reshape industry rules by leveraging supply chain advantages. With products marked for the 10x compensation, consumers can claim reimbursement after review. During major sales events, cross-platform price comparison can be time-consuming and labor-intensive, often accompanied by complex rules and tactics such as "raise first, then lower." Despite careful calculations, consumers can inadvertently purchase items at high prices. JD.com's "Buy More Expensive, Compensate 10 Times" directly addresses consumer pain points, significantly simplifying the price comparison process—after purchasing a marked product, if a consumer finds a lower price on a specific platform at a designated store, they can submit the necessary information online to customer service and receive compensation upon approval. This is not JD.com’s first program focused on price assurance; its unique services, including "30-Day Price Guarantee" and "Buy More Expensive, Double Compensation," have already set industry benchmarks, earning a positive reputation. According to data, since the launch of JD’s Double 11, transaction volumes for over 3,000 home appliance and home brands, including Haier, Midea, TCL, and Hisense, have doubled year-on-year; the sales of major new home appliance products increased over four times, with more than 1,000 brands experiencing over 100% growth in "flash new product" sales. Building Consumer Trust through Transparent Rules during Double 11 As early as the eve of the 2024 June 18 shopping event, JD.com officially announced its "Big Machine" strategy for the home appliance and home sectors. This strategy relies on large-scale procurement to secure lower prices through guaranteed purchase volumes, reducing the marginal costs for brand merchants in design, production, logistics, and passing these savings onto consumers by minimizing intermediaries. At the same time, JD.com continues to leverage its C2M reverse customization system to collaborate with brands to launch highly cost-effective products, further solidifying its low-price advantage. For example, this year's hot-selling Hengjie S3 standard toilet was launched in partnership with the brand to eliminate intermediary costs through the C2M model, achieving a launch price of 569 yuan and breaking industry sales records with over 10,000 units sold in a single day. JD.com also introduced additional discounts for Double 11, such as "National Subsidy Up to 50% Off" and "50% Off Expansion Coupons." Industry experts note that complaints regarding e-commerce promotions like "obscured price increases" and "low price, low quality" have proliferated in recent years, causing many consumers to avoid these sales events and wait for genuine low prices. JD.com's commitment to "Buy More Expensive, Compensate 10 Times" serves as both a quality endorsement of its self-operated products and a genuine low pricing strategy that compels competitors to align with JD's price transparency, fostering rational competition in the industry and restoring consumer confidence in promotional events. Now in its 16th year, Double 11 is not merely about burning money on subsidies, but about building a moat of quality-price ratio through supply chain efficiency, integration capabilities, and precise consumer demand insights, thus gaining consumer trust through rule transparency.