Nov 9, 2020|
Singles Day Grand Promotion: Home Appliance Sales Spike, with Focus on Smart Products
by Kelly Dawson
In a year during which many consumers spent more time at home, sales for home appliance products on JD.com have hit record highs during this year’s Singles Day Grand Promotion. On November 6th, about halfway through the Singles Day promotion period (November 1st to 11th ), JD held a special home appliances promotion day that revealed an increased focus on health among customers; rapid growth of Customer-to-Manufacturer (C2M) and smart products; increased environmental concerns through products that conserve energy; and continued confirmation that JD’s expansion across omnichannel efforts accurately reflect the evolving needs of customers.
Health first
Even as COVID-19 recedes in China, health-consciousness has only grown. Home appliances labeled “healthy” saw transaction volume grow by 150% on November 6th, the special home appliance promotion day, compared with the same period last year.
For many consumers, increased health-consciousness translated to a focus on cleanliness and sterilization. Sales of degerming refrigerators utilizing anti-bacterial technology increased by 4.5 times compared with the same period last year; and subzero temperature refrigerators that carefully control conditions to prolong the lifespan of fresh food increased by 300% during the same period.
High-end vacuum cleaners costing more than RMB 2000 yuan (US $300) were favored by families with pets, with sales increasing by more than 4.5 times. Sales of Ecovacs 2-in-1 vacuuming and mopping robots exceeded that of the whole day last year by 12 noon on November 6th. In general, sales of portable vacuum cleaners increased by more than four times year on year.
Demand for mid- to high-end air purifiers also spiked, with sales at 10 am on November 6th exceeding that of the entire day last year.
Tailored to fit
Another area that saw rapid growth was Customer-to-Manufacturer (C2M) products, co-developed by JD and partners to address customer preferences according to big data. Sales of C2M home appliance devices increased by nearly 5 times year on year. Brands like Haier, Midea and Sony all saw sales of C2M devices increase by more than 200% year on year in the first 12 hours of November 6th.
New C2M success stories included Sony’s 65-inch gaming television; an 1,000-gallon per day Midea water purifier and a customized Haier refrigerator series, all of which saw sales increase by 100% year on year.
Other C2M products that sold well offered some smart capabilities, including an automatic mopping and sweeping robot; cartridge washing machine that automatically refreshes laundry detergent when low; and an eye massager with voice function.
Ever smarter
In fact, customers have gravitated toward smart products across all categories, and this was equally true for home appliances.
Younger families are investing more and more in smart home products. Sales of a smart lock increased by more than 250% year on year; and sales of Huawei and Xiaomi smart screens increased by more than five times from the previous month. Sales of smart security increased by more than sevenfold year on year.
Additionally, sales of whole-house smart systems increased by 50% month on month.
Environmental concerns
Consumers are also paying more attention to energy conservation and environmental protection. Sales of premium energy efficient air conditioning units increased by more than four times from the previous month. Other similar products also saw sales increase.
Additionally, JD’s innovative home appliance trade-in program increased exchanges by 330% month on month; with small home appliance recycling also achieving month on month growth of 100%. This program helps domestic households trade in old appliances for new products that are more environmentally friendly.
Omnichannel expansion
As JD continues to integrate offline and online channels of reaching customers, 15,000 JD home appliance stores joined in the special home appliance promotion day on November 6th. By noon that day, sales of 600-liter volume refrigerators increased by five times compared with the same period last year. Sales of a washing machine and dryer set increased by 10 times; and a popular floor washer also saw sales increase by 200%. An all-in-one steaming and baking machine priced at more than RMB 10,000 yuan surged, with the transaction volume for the product accounting for more than 90% of all stoves sold on the day.
Foot traffic increased by 200% at more than 1,000 JD-affiliated offline stores. Popular products included a 10kg washing and drying machine, and a 75-inch LED flat panel television that saw sales increase by more than eight times year on year.
Customers also rushed to try out home appliances at E-Space, JD’s home appliances experience stores in Chongqing. Featuring 50,000 square meters devoted to providing customers the chance to try out new products in person, the store saw sales surge for items including smart products and heating-related commodities, which increased by 50% month on month. Popular products at the store included Phillips hair dryers, Galanz microwave ovens and Supor rice cookers, all of which set single-day retail records for opening day sales.
Nov 7, 2024|
CIIE 2024: JD.com to Expand Imports of Specialty Brands, Strengthen Healthcare Partnerships, and Enhance Logistics
At the 7th China International Import Expo (CIIE) on November 5, JD Super, the supermarket division of JD.com, announced a major initiative to broaden its selection of imported specialty. Over the next three years, JD Super plans to introduce over 1,000 new international brands to meet the increasing demand for high-quality, diverse imported goods.
Meeting the Growing Demand for Quality Imports
According to JD Worldwide’s “White Paper on 2024 China Cross-Border Consumption Trends,” more than 80% of Chinese consumers are interested in imported products, with many prioritizing authenticity, quality, and fast delivery. In response, JD has significantly expanded its range of international offerings. During the ongoing Singles’ Day Grand Promotion, sales of cross-border products have surged, with more than 600 brands experiencing a sales increase of over 100% compared to last year.
Strengthening High-Quality Food Partnerships
Demonstrating JD.com’s commitment to sourcing high-quality products, JD Super signed a new procurement agreement at CIIE with Huadong Foods and Teys, a major Australian beef brand under Cargill. Under this agreement, JD Super and Huadong Foods will procure $50 million of Teys beef throughout 2025. This partnership underscores JD’s strategy of collaborating with trusted suppliers to provide high-quality, affordable beef to Chinese consumers.
Delivering Authentic Global Goods Efficiently
JD Logistics has built a robust logistics network that spans bonded, direct mail, and overseas warehouses, facilitating fast deliveries of imported items across categories such as electronics, fashion, beauty, food, and baby products. In many major cities, delivery times have been reduced to under 48 hours.
For instance, JD Super’s partnership with Raub of Malaysia enables the import of Musang King durians, which are harvested at peak ripeness and air-shipped with cold chain logistics for delivery within 24 hours. Additionally, JD.com also secured an early supply of Chilean cherries, available since October, which can be delivered in as little as 30 minutes in many areas through JD NOW, its on-demand retail service.
JD.com’s “JD National Pavilions” program, which features over 150 country-themed flagship stores from more than 70 countries and regions, continues to be a cornerstone of its import strategy. Supported by embassies and reputable organizations, this initiative offers Chinese consumers access to premium products and cultural experiences from around the world. In April, JD launched the JD National Pavilion of Mali, introducing popular items like shea butter and garnering over 40,000 followers.
Expanding Healthcare and Logistics Partnerships
JD Health is also making strides at CIIE by strengthening partnerships with leading global healthcare companies, including Merck, Bayer, and Roche. As “China’s premier online health access point,” JD Health is committed to integrating digital and physical healthcare resources to improve access and convenience for patients.
Key collaborations include initiatives with Haleon to promote brain health and anti-aging for the “silver economy,” with MSD China on a digital diabetes management model, and with Teva Pharmaceuticals to provide patient education for conditions such as tardive dyskinesia (TD) and Huntington’s disease (HD).
On the logistics front, JD Logistics announced plans to double its overseas warehouse space by 2025 and expand its network of bonded and direct mail warehouses. JD Express now serves over 60 countries, enhancing cross-border delivery efficiency and supporting both brands and consumers.
Through these efforts, JD.com reaffirms its commitment to sourcing and delivering authentic, high-quality imported products to Chinese consumers, supported by an advanced supply chain that ensures a superior shopping experience.
(vivian.yang@jd.com)
Third Party Report: JD Leadership in Key Consumer Trends during Singles Day
