JD’s Annual Mobile Phone Festival Saw Record-Breaking Sales

JD’s Annual Mobile Phone Festival Saw Record-Breaking Sales

by Rachel Liu

On August 18th, the curtain closed on JD’s annual Mobile Phone Festival with record-breaking sales. Many brands performed remarkably well during the festival. JD also upgraded its service package, which was greatly welcomed by customers. The fourth “Golden Mobile Phone Awards” held by JD was also announced on August 16th. Products from 13 top mobile phone brands joined participated.

 

Most popular brands and products

During this JD Mobile Phone Festival, top 10 brands ranked by sales are Honor, Apple, Huawei, Xiaomi, OPPO, vivo, OnePlus, Philips, Samsung, and K-Touch. Top three products ranked by sales are Honor 20 Lite, iPhone 11, and Honor 20 Pro.

JD’s full-price trade-in service for iPhone products attracted many customers. Customers who opt into the program can buy the full-price trade-in version of iPhone, and have the chance to deduct the full price of the iPhone off the purchase of the next newly released model of iPhone. JD also provided coupons for Apple products: customers can save as much as RMB 2,500 yuan for iPhone 11 series phones, and iPhone SE was RMB 2899 yuan with coupons.  Additionally, sales of Apple Watch increased 158% YOY, and sales of Apple’s original accessories increased 154% YOY.

Sales of Honor increased 121% YOY. The service package provided by JD saved over RMB 30 million yuan for Honor customers. Sales of Huawei increased 111% YOY.  In terms of number of phones sold, Huawei Mate30 Pro 5G ranked No.1 among 5G mobile phones. Followers of Huawei first-party stores on JD surpassed 40 million.

Gaming phones again received great popularity and saw sales increase 180% YOY. ROG ranked No.1 for both sales and sales amount among the gaming phone brands.

 

Upgraded mobile phone service saved time and money

On August 5th, JD launched an updated service package for mobile phone buyers, which includes five services: 30-day return, one-hour delivery, free-trial for 7 days, trade-in and “30365” service. One week after the launch, orders of mobile trade-in services on JD increased over 50% compared with the week prior to the launch.

During the Mobile Phone Festival, the 30-day return policy saved over RMB 100 million yuan for customers. JD provided over RMB 20 million yuan of subsidies for customers using the trade-in service. Over 1,000 products joined the “30365” service. Over 150,000 customers went to JD Home, JD’s offline retail experience store to experience the services.

 

The forth Golden Mobile Phone Award

The Golden Mobile Phone Awards are based on JD’s big data and comments from industry media, rewarding brands and products that can best meet customers’ demands. 13 brands including Huawei, Apple, Honor, vivo and more joined the competition. The awards are designed specifically to reflect customers’ preferences and needs. Below are some results:

 

Most Beautiful Phones:

 

Most Popular Gaming Phones:

  • Nubia Red Magic 5G
  • Black Shark 3 Pro

 

Most Thoughtful Screen Design:

  • Hisense A5 Pro ink screen version

 

Most Popular Flip Phone:

  • Samsung Galaxy 2 Flip

 

Most Popular Brands among Young Customers:

  • Meizu
  • OnePlus
  • Realme

 

Most Popular Products among Female Customers:

  • Huawei nova 7 5G
  • Vivo S6

 

Most Popular Products among Male Customers:

  • vivo iQOO 3 (5G)
  • Black Shark Gaming Phone 2 Pro

 

liuchang61@jd.com

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