Jun 18, 2023|

JD.com’s 20th 618 Grand Promotion Reaches New Heights, Sparking Rapid Growth for SME Merchants, with Numerous Brands Doubling Sales in Just 10 Minutes


by Yuchuan Wang and Vivian Yang

On the evening of June 17 at 8pm, JD.com’s highly anticipated 618 Grand Promotion reached its climax, igniting an unprecedented surge in sales. Within just 10 minutes, the transaction volume of 30% of domestic brands grew by 100% year-on-year. Additionally, JD’s cross-border and import platform, JD Worldwide, saw transaction volume increase over 100% year-on-year for 325 brands. The following summarizes the consumption trends and data highlights from the first 10 minutes of the sales climax.

This year, as JD.com proudly celebrates its 20th anniversary, the company remains steadfast in its commitment to provide consumers with an extensive array of high-quality products at competitive prices, accompanied by fast and reliable service. Staying true to its motto of  “More, Faster, Better, Cheaper,” this year’s 618 Grand Promotion is no exception, boasting over 1,200 additional popular product categories, enabling consumers to enjoy an even wider selection. Noteworthy sales highlights include the following:

  • Transaction volume for iPhone, Xiaomi, Honor, Huawei, OPPO, vivo and other cell phone brands increased by 100% year-on-year.
  • JD Super’s 23 major categories propelled growth, with the number of users placing orders in the first 10 minutes increasing by 35% year-on-year.
  • Transaction volume of golden and pearl accessories increased ten-fold and four-fold respectively, compared to the previous year.
  • Renowned luxury brands Celine and Bulgari saw a five-fold increase in transaction volume year-on-year.
  • Max Mara, Valentino, and Maison Margiela experienced a 20-fold increase in transaction volume year-on-year.
  • Over 3,000 men’s and women’s apparel brands saw a surge in transaction volume of over 150%.
  • Transaction volume for eighteen categories of outdoor equipment, including picnic supplies, fishing gear, and mountain bikes, increased over 100% year-on-year.

As one of largest sales promotions in recent years, JD.com’s 2023 618 Grand Promotion focuses on providing consumers with the easiest, most affordable, and hassle-free shopping experience. Initiatives such as the ‘Double the Price Difference’ guarantee and the ‘10-billion-yuan discount’ program for low-priced products have played a pivotal role in igniting the market. Some of the hottest-selling items include the following:

  • In a matter of 8 seconds, over 10,000 units of popular stationery items priced at RMB 1 yuan were sold out.
  • The offer of ten roses for RMB 9.9 yuan drove a 180% year-on-year increase in users within the lifestyle and flowers category.
  • Healthcare products priced at RMB 1 yuan, including fever patches, dental floss, and eye masks, sold over 100,000 units.

Services have remained a key factor for consumers shopping with JD.com during this year’s 618, as the company strives to expand its product categories, extend service duration, and intensify its offerings. Notable achievements include:

  • Transaction volume of trade-in service for electronics grew by over three times year-on-year.
  • The furniture category, offering integrated delivery and installation services, saw a 130% year-on-year increase in transaction volume.
  • JD Auto’s offline installation service orders grew four-fold year-on-year.
  • Transaction volume initiated by JD’s VR room design feature grew over five times month-on-month.

Omni-channel retail has given rise to more diverse consumer demands. During this year’s grand promotion, JD’s on-demand retail platform, JDDJ, collaborated with over 380,000 offline stores to offer its “order online, ship from local store, and deliver within minutes” services. Other notable accomplishments include:

  • On June 17, JD Mall and JD E-Space saw an average of over 10,000 visitors per store in seven cities, including Xi’an, Shenyang, Dongguan, Kunming, Chongqing, and Hefei.
  • The total transaction volume for JD Super, JD’s omnichannel supermarket business, surged by 330%, with more than 80,000 storefronts participating in the campaign.

Behind these massive orders lies JD’s cutting-edge technological support, which includes:

  • JD Cloud’s peak user access rate per second increased by 119% year-on-year.
  • Over 223,000 merchants on JD.com successfully utilized intelligent customer service robots to enhance their operations.

With two decades of remarkable development, JD.com positions itself as an enterprise that embodies the essence of a real economy, combining digital technologies and capabilities. By continuously improving its supply chain efficiency, JD ensures that consumers can enjoy high-quality products and services at competitive prices, while enabling its partners and merchants to achieve robust business growth and sustainable success.


(yuchuan.wang@jd.com; vivian.yang@jd.com)