by Ling Cao

JD saw sales surge via JD’s livestream initiatives during the Double 12 Shopping Festival (Dec. 1-12). Sales generated through JD Live, JD’s livestreaming platform, increased 10 times YOY. The top five areas by sales were Shanghai, Beijing, Guangdong, Sichuan and Jiangsu.

During the 12-day period, JD livestream viewers increased 16 times YOY, and merchants who participated JD’s livestream increased 280% YOY. The top three categories for livestream initiatives were consumer goods, home appliance and home furnishing. The healthcare-related products and services category was among the top growth rate categories, exceeding JD’s own expectations.

Double 12 Shopping Festival results indicate a preference for personal and family care products among the younger generations. JD data showed that post-1990s consumers in Beijing frequently bought milk formula, and nearly 50% of customers who placed personal care orders where in this age group.

Other categories also performed well. Kitchenware sales increased 19 times YOY, sports and healthcare products sales increased 194% YOY, and book sales increased 5 times YOY.

(ling.cao@jd.com)