JD Livestream Sales Surge during Double 12 Shopping Festival

JD Livestream Sales Surge during Double 12 Shopping Festival

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)

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