Oct 22, 2021|
Pre-sale Report: JD 2021 Singles Day Grand Promotion Opens Strong
by Mengyang He
On October 20, the 2021 Singles Day Grand Promotion began with the pre-sale rolling in at 8 pm (Beijing time). The number of customers who placed orders within the first four hours increased by nearly 40% compared with the first day of the pre-sale in 2020. The first order delivered by JD’s on-demand “Shop Now” service was swiftly fulfilled within only 10 minutes.
According to the statistics, an increasing amount of young people joined the pre-sale as consumers aged 18-35 accounted for over 70% during the pre-sale period. Since many brands also opened pre-sales at 8 pm, they swiftly shattered the pre-sale record set on the first entire day of the pre-sale last year.
This shopping enthusiasm was fully ignited across China. Within the first four hours of the pre-sale, Guangdong, Jiangsu, and Beijing took the top 3 in order amounts; and when it comes to the product category, large appliances took the lead, followed by phones, sport shoes and bags, and facial care products. Haier ranked the most popular brand out of all the large appliances during the pre-sale period, and Siemens came after.
On computers and digital products, hardware devices for education purposes came out strong. Xiaomi, Huawei, and OPPO were also among some of the highly popular tech products, as the pre-sale order volume for Xiaomi phones in the very first hour exceeded that of the first entire day last year. Within the first four hours of the pre-sale, order amounts of OPPO phones this year increased by 227% YoY.
Last, it is worth highlighting that JD Smart Customer Service, which operates around the clock, provided customer enquiry service 10 million times within the first four hours of the pre-sale.