JD Saw Consumption Surge during PLUS Membership Day

JD Saw Consumption Surge during PLUS Membership Day

by Ling Cao

JD saw consumption surge during a special promotion day for members of JD PLUS, JD’s paid premium membership program, on November 8th amid this year’s Singles Day Grand Promotion. Sales to JD PLUS members on the day increased by four times YoY, setting a new record, while lifestyle privileges redeemed by members increased 80% compared with the day before. Cards for movie coupons and monthly car fueling were redeemed by members over 10,000 times in just one minute.

During the promotion, over 800 brands including Mengniu, Yili, OLAY and Unilever offered 5% discounts; and over 150 offline lifestyle brands provided tens of millions of free entertainment benefits. Some of the popular products also offered discounts and saw sales surge. One Shiseido facial serum sold over 100 items in just 24 seconds, Huawei’s Mate40 Porsche model sold out in just ten seconds. Other hot-selling products include Zespri New Zealand Kiwi, Deluxe milk and Hujihua peanut oil.

JD PLUS has now served 20 million members, some of which have made remarks on Weibo, the Chinese version of Twitter. One customer posted, “I joined JD PLUS membership 906 days ago, and since then it has helped me save RMB 904 yuan. After being a JD PLUS member, I seldom go to the supermarket. I buy all daily necessities on JD.” Another one wrote, “I joined JD PLUS membership when I had my first baby. From my baby’s napkins and milk formula when he was just born, to child’s chairs when he was one, and to children’ books, balanced vehicles when he was two, and tropical fruits when he was three, JD PLUS has accompanied us for every moment, and saved me a lot of money at the same time.”

Chunhui Meng, general manager of JD PLUS said, “We hope to cooperate with brands together to provide more value to our members, and add more privileges for them outside of the JD platform. We have two strategies for the future development, one is continuing to focus on retail, another is expanding offline scenarios—and then combining these two methods tightly and effectively.”

 

(ling.cao@jd.com)

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