JD Flowers Data Report on “Qixi”: Intra-city Delivery Service Surge, Basket Price Hit Records

JD Flowers Data Report on “Qixi”: Intra-city Delivery Service Surge, Basket Price Hit Records

by Ling Cao

JD Data showed that during the JD super flowers day held on Chinese Valentine’s Day “Qixi” on August 25th, sales were 22 times that of the daily average during the previous 30 days.  Total sales surpassed whole day on 618 Grand Promotion by10 am. ROSEONLY sales broke its previous year’s record for the day in just half an hour.

JD has launched a fast intra-city delivery service which can deliver to consumers in as fast as 20 minutes. Data shows that 30% of JD customers will select this service and opt to have their orders delivered by nearby flower shops. Orders delivered by this service have increased 197% y-o-y, sales increased 286% y-o-y, and the average basket price is a record RMB 358 yuan.

Guangdong, Beijing, Shanghai, Jiangsu and Shandong are the top five provincial-level markets in terms of sales. Lower tier markets also saw sales surge. The top five cities in terms of sales growth are Huanggang, Qixia, Liu’an, Tianshui and Liuzhou.

In terms of demographics, 60% of consumers are male customers, and 26-31 years old age group makes up the highest proportion. Twelve-and-a-half percent of customers are above 56 years old. JD data also shows that for the week before “Qixi”, orders made remotely increased 33% y-o-y.

 

(ling.cao@jd.com)

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