Crack the development pain points of small and medium-sized enterprises with a super supply chain. JD PLUS Business Membership makes procurement more cost-effective and efficient | WISE2025 King of Business

In 2025, the business world stands at the crossroads of a new era. Amid the reconstruction of business narratives and the sweeping wave of technology, the WISE2025 Business King Conference, with the theme of "The Scenery Here is Uniquely Beautiful", aims to anchor the certain future of Chinese business in the face of uncertainties. Here, we record the opening chapter of this intellectual feast and capture the voices of those who are still forging ahead firmly amid the changing landscape.

From November 27th to 28th, the 36Kr WISE2025 Business King Conference, hailed as the "annual technology and business trendsetter", was held at the Conduction Space in the 798 Art District in Beijing.

This year's WISE is no longer a traditional industry summit but an immersive experience in the form of "technology thrill - seeking short dramas". From AI reshaping the boundaries of hardware to embodied intelligence knocking on the door of the real world; from the globalization of brands in the wave of going overseas to traditional industries getting "cyber prosthetics" - what we present is not only trends but also the true insights honed through numerous business practices.

In the following content, we will dissect the real logic behind these "thriller dramas" frame by frame and witness the "uniquely beautiful scenery" of the 2025 business world.

At the conference site, Zhang Rui, the deputy general manager of the Small and Medium - sized Enterprise Customer Department of JD's Government and Enterprise Business, delivered a keynote speech titled "In the Digital Age, Things That Were Once Dared to Be Imagined but Not Achieved". He shared how JD, based on its "responsible supply chain", uses AI technology and innovative service models to solve the "impossible triangle" problem in serving small and medium - sized enterprises and helps millions of small and medium - sized enterprises achieve digital procurement transformation.

Zhang Rui pointed out that small and medium - sized enterprises are an important source of vitality for the Chinese economy, and their healthy development is of great significance to the national economy. However, characteristics such as industry dispersion, diverse demands, and price sensitivity have long posed a dilemma in the B2B field: serving a large number of customers, establishing in - depth connections, and providing low - cost services. In response, JD's Government and Enterprise Business has achieved breakthroughs through three core measures: creating an enterprise - version JD Mall, relying on AI technology to achieve accurate customer acquisition, efficient services, and an upgraded procurement experience; launching the industry's first paid membership system - JD PLUS Enterprise Membership, standardizing and outputting high - quality benefits. The member enterprises cover traditional industries such as construction and shipping, as well as emerging industries such as low - altitude economy and information intelligence, which are in line with the key industrial directions of the 14th Five - Year Plan.

Currently, JD's Government and Enterprise Business serves over 8 million government and enterprise customers, covering over 90% of the Fortune Global 500 companies in China and over 70% of specialized and sophisticated enterprises with distinctive features. In the future, it will strive towards the goal of serving 10 million enterprise customers and 1 million PLUS enterprise members, continuously promoting the resilience of the industrial chain and supply chain and the high - quality development of the real economy.

Zhang Rui, Deputy General Manager of the Small and Medium - sized Enterprise Customer Department of JD's Government and Enterprise Business

The following is the edited transcript of the speech by Zhang Rui, Deputy General Manager of the Small and Medium - sized Enterprise Customer Department of JD's Government and Enterprise Business:

Dear friends on - site and online, good day! I'm Zhang Rui from the Government and Enterprise Business Department of JD Group. Just now, Ms. Li Ying from Baidu introduced Baidu Xiaodu's hardware. I see there are also many friends here who have always supported JD's business and cooperated with us. By the way, here's a little advertisement: for Baidu Xiaodu products, shop on JD.

The theme of my speech today is "In the Digital Age, Things That Were Once Dared to Be Imagined but Not Achieved".

Let me first introduce JD Group. JD Group positions itself as a "technology and service enterprise based on the supply chain". Currently, its business covers areas such as retail, technology, logistics, health, industry, real estate development, and international business. As a new - type real enterprise with both the genes and attributes of a real enterprise and digital technology and capabilities, all of JD Group's business revolves around the supply chain. Relying on its "responsible supply chain", JD continuously promotes the "integration of chains and networks", achieving the "interconnection of three networks" - the goods network, the warehouse network, and the cloud network. This not only ensures the stability and reliability of its own supply chain but also drives the digital transformation and cost - reduction and efficiency - improvement of upstream and downstream partners in the industrial chain, better serving the high - quality development of the real economy.

The Government and Enterprise Business I'm in is the core platform of JD Group to serve government and enterprise customers. Relying on JD's stable and efficient supply chain infrastructure, it provides a one - stop, full - link, and scenario - based comprehensive digital procurement supply chain solution for governments, enterprises, and public institutions through an integrated service ecosystem. It works with government and enterprise customers to promote the in - depth integration of procurement and business, accelerate the realization of transparent, efficient, and low - cost procurement, and comprehensively enhance the resilience and security level of the industrial chain and supply chain.

We serve over 8 million government and enterprise customers, including over 30,000 large - scale customers, covering over 90% of the Fortune Global 500 companies in China, 95% of the top 500 private enterprises in China, and over 70% of specialized and sophisticated enterprises with distinctive features. We comprehensively cover group - type customers such as banks, operators, airlines, petroleum and petrochemical companies, and power companies.

All along, small and medium - sized enterprises are an important manifestation of the vitality of the Chinese economy. Their healthy development is of great significance to the healthy development of the national economy. JD's Government and Enterprise Business meets the full - scenario needs of enterprises through three service models: platform marketing, precision marketing, and project centralized procurement.

So far, among the 8 million small and medium - sized enterprises we serve, 60% of the customers are concentrated in four industries: manufacturing, scientific research and technology, technical information, and business services. They account for over 35% of companies with more than 30 employees and over 55% in the four major economic belts in China - the Beijing - Tianjin - Hebei region, the Pearl River Delta, the Yangtze River Delta, and the Sichuan - Chongqing industrial belt.

Meanwhile, we also found that enterprises with a strong awareness of digitalization and intelligence have an average retention period of over 5.9 years on our JD platform, far exceeding the average 2.5 - year life cycle of Chinese enterprises. The 8 million small and medium - sized enterprise customer group is actually a very large number. However, compared with the 66 million small and medium - sized enterprises in the country, we still have a long way to go.

All along, when serving small and medium - sized customer groups, we found that it's easy to serve one customer well, whether it's a large or a small one, and it's also easy to serve a group of 100,000 customers. However, when it comes to serving one million or even ten million customer groups, each characteristic of small and medium - sized enterprises will be magnified into a mountain - like problem that is difficult to solve.

For example, the industries are highly dispersed, the demands are also very scattered, customers' demands are diverse, they are very price - sensitive, and their planning is very low, etc. All these factors combined have become a long - standing "impossible triangle" in the B2B industry. I believe every business has its "impossible triangle". For our B2B small and medium - sized enterprise business, our "impossible triangle" is to serve a large number of customers, establish in - depth connections with them, and keep the service cost very low.

For a long time in the past, it was very difficult to achieve all three at the same time. We could only choose two and had to give up the other one. So, how to solve this problem has become the core issue of how to expand our 8 million customers to 10 million or 12 million.

First, we created a fast - procurement, light - management, one - stop enterprise - version JD Mall for small and medium - sized enterprise customer groups. In terms of customer acquisition, in addition to the JD main website, we also have a rich in - house and out - house ecosystem, offline and brand - joint customer acquisition. We distinguish products, financial service benefits according to customers' identities, and provide products, prices, and services suitable for the SMB group. At the same time, relying on the traffic of the JD main website, we have built a trading link suitable for SMB customers, achieving a double upgrade of the enterprise procurement experience and business efficiency.

Here, you may ask, how can you achieve this double upgrade of procurement experience and efficiency? JD's Government and Enterprise Business has its unique resource endowment advantages. Our continuous algorithm iteration and resource investment, combined with the current AI capabilities, have had a revolutionary impact on our large - scale customer operation, customer service, and customer procurement experience, profoundly changing the way we interact with small and medium - sized enterprise customers, enabling JD's Government and Enterprise Business to truly have the ability to serve tens of millions of small and medium - sized enterprise customers. Here, I'd like to elaborate on the following points:

First, in customer acquisition and operation. In terms of customer acquisition, I believe those who do To B business, especially for small and medium - sized enterprise business, have a deep feeling that acquiring each enterprise - level customer actually requires a very high - cost investment. In today's era, we can use AI capabilities to help us accurately identify users on the JD main website and various external ecological channels, and produce the right content for the right users at the right time for the right placement. Second, in customer operation, we are involved in strategy formulation and execution, marketing and sales - end benefit points, service adaptation at the customer - ID level, customer - content production, and the provision of customer - related benefit content, as well as the selection of service time points and channels.

Second, on the customer service side. As we mentioned before, it's easy to serve one customer. But when you want to provide the high - quality service provided to large - scale customers to millions or tens of millions of small and medium - sized enterprise groups, we have to find a more efficient and low - cost way. So when serving customers, we often encounter situations where customers need us to issue invoices or have relatively complex product - selection needs, including those in industrial products technology. AI capabilities can help us quickly meet customers' needs and provide complete delivery, especially in highly professional scenarios. The more professional the scenario, the stronger the efficiency - improvement effect.

Third, in our customers' procurement and procurement management experience. Especially for small and medium - sized enterprises, the entire procurement process pursues high efficiency. We can make procurement management and the overall procurement performance more visible. AI also provides us with great help in this regard. We deeply understand that the value of AI capabilities lies not only in answering each customer's question but also in completing the complete delivery that customers expect. This is supported by our massive standard and product database, high - certainty self - operated delivery capabilities, and a large amount of customer - interaction and behavior data, which together enable us to provide high - standard service experiences for customers.

To solve the problems faced by customers during the procurement process, such as high prices for scattered procurement, expensive freight for heavy - goods delivery, difficult capital turnover, and large fluctuations in supply quality, JD's second measure was to launch the industry's first paid membership for enterprise procurement - JD PLUS Enterprise Membership in August this year. We hope to provide SMB customers with a cost - saving and worry - free procurement experience by productizing and standardizing some of the good benefits we offer to individual consumers or large - scale customers and providing them to our small and medium - sized enterprise customers. Through the classic card with features like additional discounts and direct deductions, we meet customers' business needs. At the same time, we set up exclusive cards with primary and secondary card options to meet customers' diverse procurement requirements.

Since the launch of the PLUS Enterprise Membership, it has attracted a lot of attention from enterprises and has achieved rapid penetration in industries such as manufacturing and information technology. In the future, we also expect the PLUS Enterprise Membership to move towards ecological co - construction, collaborate with more high - quality brands, enrich our membership ecosystem, build one - stop procurement capabilities for customers, and provide more customer - connection capabilities for brands, jointly opening up new growth paths.

We also compared the situation of customers before and after opening the PLUS Enterprise Membership. From the performance, the procurement frequency increased by 3.5 times. The industries of PLUS Enterprise Members are in deep alignment with the industries mentioned in the "8467" policy of the 14th Five - Year Plan - key customer groups include traditional industries such as construction, shipping, machinery, and chemical engineering, as well as emerging industries such as low - altitude economy, new energy, embodied intelligence, robotics, biopharmaceuticals, and quantum technology. The current key procurement scenarios of our customers include office supplies, employee benefits, and industrial products MRO, etc. Enterprise members, with high activity and high consumption, are not only the most promising enterprise groups but also the most core user assets for JD's Government and Enterprise SMB business.

We also hope to work with all sectors, including our partners, to quickly reach the new milestone of serving 10 million enterprise customers and 1 million JD PLUS enterprise members. Thank you!