Hot Sales of Maternal & Baby Products and Liquors Kick off Singles Day Grand …

Hot Sales of Maternal & Baby Products and Liquors Kick off Singles Day Grand …

by Rachel Liu and Kelly Dawson

In the first 10 minutes of November 1st, sales on JD Super, JD’s online supermarket, increased 700% YOY. In the first minute, sales of packaged foods, maternal & baby products and liquors surpassed RMB 100 million yuan. Sales of personal care and cleansing products increased 10 times YOY in the first five minutes; and sales of pet products increased over 15 times YOY in the same period.

Healthy Food

As health consciousness rises in China, sales of healthy products have also increased. For example, in the first 10 minutes of November 1st, sales of protein bars increased 15 times YOY; and sales of meal replacement milkshakesincreased 20 times YOY.

High-end Maternal and Baby Products

Parents have also become more health-conscious when it comes to their children, spending more on higher quality products. In the first 10 minutes of November 1st, sales of ultra-high-end infant milk powder increased five times YOY; sales of organic milk powder increased seven times YOY; sales of organic supplement food increased 10 times YOY; and sales of organic food for infants and children increased seven times YOY.

Sales of Imported Wine

Sales of premium alcohols also saw a rise. In the first 10 minutes of November 1st, sales of wine increased by two times YOY; sales of sake increased by five times YOY; sales of craft beer increased by seven times YOY; and sales of fruit beer increased by 4.5 times YOY.

High-end and Niche Personal Care Products

Consumers are also spending more on self-care products. For example, in the first 10 minutes of November 1st, sales of high-end shower gel increased by 10 times YOY; sales of imported shampoo increased by 10 times YOY; sales of hair essential oil increased by over five times YOY. Sales of high-end oral care brand Marvis increased by three times YOY in the first hour.

Washing Liquid and Disinfectant Products

Additionally, sales of cleansing products increased by 10 times in the first five minutes.Sales of disinfectants increased by 18 times YOY; sales of disinfection wipes increased by 20 times YOY; sales of disposable cleansing products increased by 20 times YOY; sales of imported cleansing products increased by 10 times YOY.

Only the Best Products for Pets

Also reflected in first day sales were the rising population of pet owners in China—and a desire to treat their loyal companions well. In the first 10 minutes of November 1st, sales of imported pet food increased by 22 times YOY; sales of smart pet products increased by 31 times YOY; sales of smart cat litter from MEET increased by 37 times YOY; sales of high-end imported brand Petcurean Go! increased by 25 times and Orijen increased by 24 times YOY.

(liuchang61@jd.com; kellydawson@jd.com)

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