Sep 11, 2020|

Sales of Home & Life Products Surge on JD’s Super Flash Sales Day


by Ling Cao

JD saw sales of home and life products surge on the company’s “super flash sales” day, held on September 9th. “Super flash sales” is one example of a JD promotion offering deep discounts for a limited period of time.

Home furnishing products performed particularly well. Sales of electronic locks increased 159% YOY. Sales of hanging lamps for computer monitors increased over 10 times YOY, while of BenQ, the leading brand in this category, saw sales increase15 times YOY.

More and more customers pursue interior design services. On September 9th, sales of home interior decor services increased over nine times YOY.

JD data indicates that the pandemic has made consumers more interested in DIY (do-it-yourself) projects, leading to the growth of toolkits for home use. On the flash sales day, sales of toolkits from JIMI Home has increased 288% in first hour. Overall sales increased 179% compared with the daily average over the last 30 days.

Chairs designated for e-gaming, ergonomic chairs from leading global brands and computer chairs sold through JD’s first party retail model (where JD buys, holds and sells the inventory), increased 240%, 120% and 127% YOY, respectively.

On the same day, mattresses from international brands increased 200% YOY in the first hour of sales. Down and feather quilts, as well as blanket sales increased 12 times and four times, respectively.

In kitchenware, knives, glass cups, ceramic mugs, woks, and coffee sets saw strong sales results.

To make home furnishing consumption more convenient, JD provides special services such as AR-powered product exhibitions, free doorstep delivery and installation, price protection and special refunds.