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JD.com is aggressively expanding its footprint into the hotel and travel market, having embarked on related ventures and attracted industry experts with lucrative salary packages. Its unique selling proposition lies in the "unbundled" sale of airline tickets and the provision of official subsidies for hotels, leveraging a "high-frequency versus low-frequency" strategy to tap into new avenues of growth. While JD.com introduced its "JD Travel" channel in 2014, its market presence and proficiency in the hotel and travel sector still require enhancement. Industry experts highlight that JD.com's foray may invigorate the domestic Online Travel Agency (OTA) market, but to solidify its position in this fiercely competitive landscape, it must cultivate an independent brand identity and offer differentiated products.
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