- Aug 27, 2020
- Chinese Consumers
JD Beer Festival Sees Massive New User Growth and Strong Brand Performance
by Ella Kidron
The results are in for this year’s JD Beer Festival, which is somewhat of an online version of ‘Oktoberfest’（the world’s largest funfair held in Munich）, was held across one month from July 13th to August 13th. The event brought the world of beer to Chinese consumers, both online and omnichannel. Leading domestic and international brands such as Budweiser and Tsingtao participated in full force to make the event a success, demonstrating the JD platform’s important role in fostering brands’ development in China.
During the peak period of the festival, from August 1st to the Super Category Day held on August 5th, JD saw sales volume increase over 57% year-on-year. Craft beer has continued its impressive growth streak, increasing 120% YOY, while high end beer also saw 148% growth year on year.
This is the first year for JD to have a designated IP (including logo, slogan, and more) for the beer festival, and the increased awareness made a difference in helping to attract new customers. The number of new users coming to JD (from outside of the JD platform) through the event increased 227% YOY, indicating the success of both JD and brand partners’ omnichannel marketing campaigns.
Omnichannel integration has been a major focus for JD Super this year – the beer festival included. JD’s 7FRESH offline supermarkets and JD Liquor world franchise stores both participated in the event to enable delivery of cold beer to consumers in 29 minutes in selected regions. Thanks to JD’s Omnichannel Fulfillment program the fastest offline delivery was made in seven minutes. 7FRESH, JD’s offline supermarkets, also had a strong showing with in-store sales increasing 3 times YOY.
In the lower-tier cities, a target growth market for JD, transaction volume increased 300% YOY, with the lower-tier cities accounting for more than half of the orders. JD saw new users from lower-tier cities double. More than 10 types of beer saw transaction volume of over RMB 100 million from the lower-tier cities alone.
More data on the beer festival can be found in the infographic below: