Oct 26, 2020|

Consumers Rush to JD Super for Coffee, Chocolate, Razors and more in Singles Day Pre-sale


by Ella Kidron

Consumers are getting a head start in stocking up on all things FMCG this Singles Day period. Data from the kick-off of the pre-sales indicates high demand for various products. For example, the Nestlé Dolce Gusto gift box sold out in 30 minutes, reaching a record high and ranking No. 1 in the “mixed food” category (which typically includes items like instant drinks). Sales of delectable Ferrero Rocher 48-piece packs within the first 20 minutes of the pre-sale exceeded sales of the entire day last year, and sales on the day saw year on year growth rate of over 1000%.

Sales of the Gillette gift box on October 21-22 increased 200% YOY. Dental health category sales increased five times compared with last year. High end imported grain pet food was very popular, among which sales of PetcurenGo within 20 minutes of the pre-sale exceeded the whole day last year, increasing a whopping 3000% on the day. This reflects the fact that consumers are constantly paying more attention to pet health, in addition to their own.

JD Super, JD’s online supermarket which is also China’s largest, has seen strong performance having shown early on this year that it was able to guarantee the livelihoods of consumers across the country in the most pressing period of the COVID-19 outbreak. On JD’s second quarter 2020 earnings call on August 17th, CFO Sandy Xu explained that the supermarket category, including FMCG and fresh produce, became the single largest product category by revenue in the first half of 2020, surpassing mobile phones, home appliances, and computers – JD’s former “champion categories” (which also performed well).