C2M Products Well-Received On JD During Singles Day Grand Promotion

C2M Products Well-Received On JD During Singles Day Grand Promotion

by Martin Li

Sales of JD’s customer-to-manufacturer (C2M) products grew almost three times compared with the same period of last year in the first two days of the Singles Day Grand Promotion, which started on November 1st.

JD’s C2M initiative leverages the company’s big data insights to jointly develop tailored products with brand partners based on exactly what customers want, as revealed through their shopping behaviors and preferences.

Well-known home appliance brands have opened more than 350 production lines to provide 80,000 exclusive products to JD during the promotion, more than half of which are C2M home appliances.

The sales of C2M home appliances increased over five times during the first 30 minutes of the promotion.

Among the home appliance brands are Siemens, LG, Casarte and Haier.

Besides home appliances, more than 70% of game consoles sold during the first two days were C2M products. Sales of C2M game phones jumped over 200% in the first 10 minutes, compared with the same period of last year.

In August, JD Super, JD’s online supermarket, signed strategic cooperation with pet food producer and retailer Mars Petcare to develop C2M products. Mars opened a special production line for the project.

“It’s an important effort by Mars to respond to new consumption trends. With the help of JD Super’s big data and consumer insights, Mars can provide products to better meet demands of pet owners, as well as raise our brand’s core influence,” said Yinghua Niu, president for Mars Pets Nutrition China.

More than 50 C2M products have achieved sales of over RMB 100 million yuan each on JD this year.

 

(bjlihao3@jd.com)

 

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