JD.com’s “Zhengu Price” Auto‑Care Subsidy Triggers Deep Discounts, Consumer Excitement, and Industry Backlash

the JD’s auto‑care page amassed thousands of likes and retweets, while user‑generated content ranged from enthusiastic endorsements (“Bone‑shaking low prices, no bluffing subsidies!”) to more cynical reflections (“I just paid full price for my service, now everyone’s getting it cheap”). The hashtag #京东养车50亿补贴更名震骨价 became a fixture on social media, underscoring the platform’s capacity to turn a marketing tweak into a cultural moment.

The public reaction, while largely upbeat, revealed the complexities of such a sweeping price war. Pro‑promotion voices highlighted the tangible benefits: a 1‑cent wash that would otherwise cost a few yuan, or a 5‑digit discount on tyre brands that typically carry a hefty premium. Several auto‑enthusiasts posted screenshots of the JD App showing “minimum 50 percent off” on a range of services, from routine oil changes to full‑body detailing. Others pointed out that the campaign covered the entire spectrum of car‑care needs – tyres, maintenance, parts, repair, aftermarket accessories, even electric‑bike services – suggesting JD was aiming for a one‑stop shop that could eclipse traditional brick‑and‑mortar garages.

Conversely, a subset of commenters expressed skepticism. One user lamented having just completed a comprehensive service package before the promotion rolled out, questioning whether the discount was a retroactive boon or a missed opportunity. Another, taking a more analytical stance, compared JD’s maneuver to BYD’s aggressive pricing tactics in the electric‑vehicle market, arguing that the focus on conventional gasoline cars could limit the program’s long‑term relevance as China accelerates toward electrification. These voices operators which on thin margins and who due to price constraints. In theory, more frequent maintenance could also translate into better‑kept vehicles, reduced emissions, and a modest environmental benefit. Yet the flip side is less rosy. As JD’s platform expands, it could displace workers in independent shops, creating pockets of job loss in a sector that employs a substantial informal workforce. Moreover, the sheer volume of transactions flowing through a single digital portal raises questions about data privacy and the potential for consumer profiling based on vehicle health and usage patterns.

Regulators are unlikely to watch these developments pass silently. China’s antitrust watchdog has already signalled heightened scrutiny of big‑tech firms that cross‑over into traditional service domains, and JD’s dominant position in e‑commerce makes it an obvious candidate for future investigations. Potential concerns range from anti‑competitive pricing – if the subsidies are deemed predatory – to consumer‑protection issues, such as ensuring that discount‑driven services meet safety and quality standards. The government may also feel pressure to safeguard employment in the aftermarket, perhaps by encouraging JD to partner with existing garages rather than supplant them outright.

JD’s campaign also dovetails with a broader policy narrative. The Chinese government has repeatedly stressed the importance of stimulating domestic consumption, and the automotive sector remains a pillar of the national economy. By injecting billions of yuan into after‑sales services, JD aligns itself with official goals of boosting internal demand while also showcasing the potential of digital platforms to modernise legacy industries. In doing so, the “Zhengu Price” initiative becomes more than a promotional gimmick; it serves as a litmus test for how quickly the country can merge its high‑tech ambitions with traditional commerce.

As of August 2025, the phrase “京东养车50亿补贴更名震骨价” still surfaces in online discussions, often as a reference point when analysts evaluate JD’s long‑term market strategy. While there has been no further name change or major pivot since the 2021 rebrand, the campaign’s core elements – deep discounts, broad product coverage, and a heavy social‑media push – remain active. JD continues to boast “bone‑shaking” prices across its JD Auto Care storefront, and the 818 savings festival has become an annual fixture, complete with limited‑time flash deals that spark fresh surges of traffic on the day.

In sum, the rebranding of JD’s 5‑billion‑yuan car‑care subsidy to “Zhengu Price” illustrates the power of branding, the reach of digital ecosystems, and the disruptive potential of capital‑intensive platforms entering a traditionally fragmented market. For Chinese motorists, the promise of a one‑cent wash and half‑price tyres is undoubtedly appealing. For independent garages, the same promise can feel like a threat. For policymakers, the initiative offers both an opportunity to boost consumption and a challenge to ensure that competition remains fair, quality is protected, and workers are not left behind. Whether the “bone‑shaking” label will endure as a testament to consumer empowerment or as a cautionary tale of market distortion remains to be seen, but its impact on the automotive aftermarket has already been unmistakably felt.