Sep 18, 2020|
Sales of JD Super Increase 128% YOY during 9.9 Shopping Festival
by Rachel Liu
JD Super, JD’s online supermarket, saw a 128% YOY increase in during the 9.9 Shopping Festival held on September 9th, a special sales event for the supermarket category. Sales of food, maternal & baby products, liquors, fresh food pet products and more all saw strong increases.
JD Super sold over 300 million pieces of diapers, over 30,000 tons of milk, over 5.85 million hairy crabs during the festival. Among all of the FMCG brands, Chinese dairy giant Yili became the best-selling brand, following by popular liquor brand Moutai and dairy giant Mengniu. The top three most popular products are Wuliangye baijiu(52% alcohol), Mengniu Deluxe Milk and hairy crab from the brand Gu Su Yu Ge (姑苏渔歌).
During the promotion, popular Chinese singer and celebrity Da Zhang Wei (大张伟) joined a livestream show on JD Super and attracted over 1.94 million viewers. Kwai, a popular Chinese short video platform, also joined the 9.9 Shopping Festival and launched special livestreams for the event. Followers of JD Super’s Kwai account increased 2800% and the account received over 506,000 orders.
JD Super also leveraged its omnichannel marketing ability to improve the recognition of the 9.9 Shopping Festival among customers. Over 3,000 offline stores from 16 brands joined the marketing promotion, including JD’s 7FRESH stores, JD New Markets stores, and JD GO convenient stores.
On September 17th, JD Super also announced its plans to support the development of time-honored brands on JD through marketing, logistics and big data. “We hope to help time-honored brands to achieve sustainable growth through JD’s comprehensive support. We believe the brands will become more high quality and more popular among the rising young generation,” said Xiaojun Wang, general manager of packaged food, JD Super.