Nov 10, 2022|
JD.com Singles’ Day’s “Peak 28 Hours” See Exciting Beginning
by Vivian Yang, Yiming Yan and Yuchuan Wang
JD.com’s Singles’ Day Grand Promotion reached its “Peak 28 Hours” at 8 pm on Nov 10. In the first 10 minutes of this period, the company saw the transaction volume of 87 international beauty brands increase 200% year on year, and tens of millions of electronic products were sold. Transaction volume of Apple products surpassed RMB 1 billion yuan in just one minute.
Since last Singles’ Day, JD.com began kicking off the promotion 4 hours before midnight, allowing consumers to place orders without having to pull an all-nighter.
Sales data indicates robust consumption vitality. In the first ten minutes, transaction volume of cell phone brands including Xiaomi, Huawei, Honor, OPPO, Samsung and more soared by more than 200% year on year. Transaction volume of BVLGARI, CELINE, FENDI, LOWEW and more top fashion brands increased 18 times year on year. Over 1,500 marketplace merchants for fresh food and 200+ merchants for pet products doubled their sales.
Imported products are also favored by consumers. The transaction volume of over 500 overseas brands on the company’s import product platform JD Worldwide grew more than 100% year on year, and that of national pavilions rose 3.2 times. Health consumption also maintains strong momentum. In the first minute, Swisse and BYHEALTH sold more than 100,000 items.
China’s lower-tier markets also showed strong purchasing power. Tier 4-6 markets grew fastest in transaction volume, with over 25 percent year-on-year growth in home appliance orders. J.Zao, JD’s private label brand saw sales surge in the first 10 minutes, with transaction volume of food and beverage products increasing 303% and home appliances increasing 278%.
This Singles Day Grand Promotion has not only ignited consumers’ enthusiasm for shopping but is also bringing growth opportunities for brands and merchants. Consumers purchased more than 10 million electronic products in the first 10 minutes, driving more than 4000 third-party merchants to double their transaction volume. Additionally, over 500 agricultural specialty shops saw transaction volume increase over 100 percent year on year.
One-hour delivery was provided by JD’s on-demand retail businesses including JDDJ and Shop Now, both of which allow consumers to place online orders, followed by delivery from physical stores to their doorsteps. In the first 10 minutes of the “Peak 28 Hours,” users who received JDDJ and Shop Now delivery orders increased 100 percent nationwide.
With the theme of “For a More Solid Life” this year, JD’s annual promotion aims to provide consumers with reasonable prices and excellent customer service while fostering tangible growth for merchants. The 11-day promotion will last until 24:00 on November 11.