Sep 10, 2020|

Sony Breaks Sales Records During JD’s Super Brand Day


by Rachel Liu

Sales of Sony products surpassed RMB 10 million yuan just six seconds after the opening of its Super Brand Day on on September 6th, setting up a new sales record as traffic increased by three times compared with the same period last year.

Chinese consumers’ passion for high-quality electronic products remains high, with sales of popular products spiking during the promotion. Sony’s televisions saw a jump of 1362% YOY; and overall sales of cameras increased by 919% YOY. Sales of full-frame cameras increased by 17 times, including the Alpha7 III, which ranked No.1 among cameras. Additionally, audio products saw sales increases of 686%, with Sony’s WH-1000XM3 headphone ranking No.1 among audio products.

Sales of the gaming televisions that JD and Sony jointly designed based on customer preferences accounted for over 30% of all of Sony’s television products, demonstrating success for JD’s C2M (Consumer-to-Manufacturer) approach. The AI voice smart television also ranked top 3 among televisions sold.

On Sony’s Super Brand Day, Gang Hong, vice president of consumer electronics for Sony China appeared on a livestream on JD to personally recommend products to customers. The livestream show reached tens of millions of views.

“Sony is a long-time partner of JD, and we made a huge effort leverage marketing resources inside and outside of JD to promote this event, ultimately achieving over 18 million impressions during the promotion,” said a sales representative of camera products on JD.  “We believe JD’s over 417 million customer base and rich experience in the electronics industry will continuously help Sony grow in the Chinese market.”