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Despite COVID-19 doubt, international brands, lower-tier cities, and livestreams are front and middle
Every bit JD's 618 Grand Promotion (held June 1-18) came to a close, JD.com announced that information technology had experienced transaction volume on the platform of over 269.ii billion, during the sales menstruum, upwards more 33.6% year on year. With JD's focus on consumer experience, JD began the auction on June 1 in order to give users more time online to brand their purchasing decisions.
A data study is below, followed by a more in-depth assay:
As the first major shopping upshot in the midst of the global COVID-19 pandemic, JD's 618 performance has demonstrated the resilience of the Chinese economy and the opportunity that remains for international brands, even under uncertainty.
COVID-nineteen
From the offset of the epidemic, JD has played a central role in ensuring livelihoods and supporting the economy. COVID-19 has turned aspects of the food supply concatenation on their heads, especially in terms of grocery shopping in brick and mortar stores. From January xxthursday to Feb 28th, the company delivered 220 million products including 290,000 tons of rice, grains, meat and vegetables to its consumers. Many consumers, including those who were more accustomed to shopping for their groceries offline, turned to JD during COVID-nineteen and have continued to do so. From June ist to June 18th, fresh food sold online and offline increased 100% YOY. Sales of over 1,000 fresh produce brands increased 100% YOY. Sales of vegetables increased 160% and meat increased 174%, among which sales of pork increased 229%, craven increased 115%, and mutton increased 202%, all YOY.
The epidemic also helped drive people to embrace Cyberspace hospital. From late January when it offset launched complimentary online medical consultation to June 18thursday, JD has received near 16 million medical consultations. Public sensation of JD Health and its services has greatly increased and the general public has started to pay more attention to wellness management, which is a central focus of JD Health'southward future development. With the outbreak of COVID-19, affliction prevention, health care, online consultation and purchase of drugs as well as medical equiment are top of mind for consumers. Professional person medical service and health management services that can guarantee quality are welcomed enthusiastically by consumers.
From June 1-18, there is the number of medical and healthcare products sold increased 173% YOY, while online medical consultation volume increased 404% YOY. Sales of drugs for chronic diseases sold from JD Chemist's increased past 270% YOY and cross-border drug sales increased past 20 times YOY. Sales of omnichannel medicine delivery service by JD Chemist's was 492 times YOY. Sales of imported health products increased by more than 100% YOY. The number of JD Health Traditional Chinese Medicine (TCM) inquiries increased by 157% compared with the previous calendar month. Sales of health services have also increased dramatically on JD Health, including a 269% YoY increment in sales of the health check-up category, a 35x increase in sales of the maternity service category and a 45.8x increase in sales of the vaccine category.
COVID-19 has certainly accelerated the adoption of east-commerce non merely in Communist china but globally. At the same time, considerable uncertainty remains nearly how long the epidemic will persist. In response to a question about whether JD had "benefitted from the epidemic", JD Retail CEO Lei Xu told a group of reporters in Beijing that while it may seem like JD has benefitted in the short term, attributable to its leadership in digitalization, supply chain, category advantages, etc., the pandemic has impacted the supply chain globally and locally. He said, "There isn't a single company that won't be impacted by the epidemic."
International brands and JD's increasing global accomplish
The sudden outbreak of the epidemic at the beginning of the year has put meaning pressure on brands effectually the world. JD Retail CEO Lei Xu shared in an interview with Bloomberg, that this 618, no matter if you await at domestic or imported brands, 618 is an important sales opportunity and as a result, as compared with prior years, the participation by brands this year has been even more enthusiastic. During this 618, transaction volume of 187 brands, international and domestic, surpassed RMB 100 million yuan.
The most popular imported categories beyond the platform include electric shaver, luxury products, edifice blocks for children, music and entertainment and java machines. Best-selling brands include Apple tree, Sony, Siemens, Philips and Panasonic. The proportion of imported products purchases made past female users is 21.2% higher than that of the platform overall, while the average age of buyers of imported products is three years lower than the platform average. Top countries for imported brands include the U.Due south., Japan, Germany, holland and Italy.
On June eighteenth, sales of JD Worldwide, JD' due south platform for imported products, increased over 110% YOY. Sales of imported dazzler products and pet products both increased over 400% YOY. Acknowledged brands include Estee Lauder, A2, Aptamil, Swisse, Nintendo. During this 618, 82% of merchants used JD's cross-border warehouse and delivery service. On June 18thursday, 80% of orders of JD Worldwide were sent out on the same day they were placed.
During the ongoing pandemic globally, overseas consumers have likewise turned to JD's outbound e-commerce platform for supply of daily necessities. JD Global Sales, which runs the outbound business, witnessed 271% growth in transaction volume during the eighteen-day entrada. The pinnacle v all-time-selling markets are Hong Kong SAR, Chinese Taipei, the Usa, Japan, and Singapore. The v almost popular products are computers, smartphones, books, electronics products and pocket-size home appliances. In term of user growth, user number in Hong Kong jumped 260%.
Livestreaming
Livestreaming, which became a phenomenon early in the COVID-nineteen outbreak, served as a key new focus area for JD during this 618. During this 618, JD hosted over 300,000 livestreaming sessions. Sales of 31 brands' livestreaming rooms surpassed RMB 100 million yuan and sales of 167 brands' livestreaming rooms surpassed RMB 10 million yuan. JD'south partnership with pop brusque video platform Kuaishou announced but before the Grand Promotion, officially kicked off on June 16th. On the day, sales generated from livestreamings on the Kuaishou platform reached RMB 1.iv billion yuan. Over 25 1000000 visitors visited Chinese actress Zhang Yuqi'south and Kuaishou KOL Xinba'southward livestreaming rooms. The Kuaishou partnership is a good example of how JD tin can leverage its supply chain capabilities to provide partners with acme-notch products and services.
Lower-tier cities
The lower-tier cities remain a central source of new user growth. During this 618, over 71% of new users came from lower tier cities. Pinnacle categories for a start guild bought by lower tier consumers are tissue boxes, t-shirts, cookies and cakes, recreational shoes and milk and dairy products. Pinnacle provinces with comparatively more new users in lower-tier markets include Henan, Sichuan, Yunnan, Anhui and Shandong.
Based on data during 618, lower-tier city consumers on JD tendency younger, with the average age being 32.79 years old, and roughly 55% are female person. These consumers also make up 61.5% of the group that pays attention to big promotions and roughly 82% of the grouping that pays attention to client reviews.
Loftier quality consumption in lower-tier markets doesn't seem to be going abroad any time soon. During 618, the number of ice foam makers sold increased a whopping 2500% YOY. Transaction volume of renovation and pattern-related products increased 716% YOY. The number of milk frothers sold increased nearly 700% YOY, and the number of gaming tables and air fryers sold both increased 376% YOY. According to Fei Lu, Senior Data Analyst at JD's Large Data Research Found, water is one of the products where consumers in lower-tier cities adopt more premium brands as compared with their first and 2nd tier city counterparts. For example, lower-tier cities consumers have a preference for Evian over more common water brands.
At the same fourth dimension, in part cheers to initiatives by JD, local agricultural products from across China are reaching Cathay's largest and most developed cities. The top five cities ownership the nigh agronomical products this 618 are Beijing, Shanghai, Guangzhou, Suzhou and Shenzhen.
New products
A few years agone, JD was an early mover in launching its consumer-to-manufacturer (C2M) initiative. The goal was to help brands and manufacturers meliorate understand consumer preferences and utilise consumer insights to bulldoze product creation. Information technology turns out that merely 12% of consumers know what C2M is, just information technology doesn't affair. Separately, nearly 90% of consumers are satisfied or highly satisfied with C2M products, indicating the value of this initiative not just for manufacturers and consumers but all beneficiaries in the supply concatenation. This year's 618 data also reflects this. The average daily sales of a smart TV, a C2M product by JD and Huawei, grew over five times during the 6.xviii entrada, compared with the number during its launch period. A C2M refrigerator between JD and Midea, saw an nearly 4-fourth dimension growth in average daily sales, compared with May. A C2M washing machine between JD and Little Swan saw its average daily sales up over three times.
Logistics
On June 8th, JD Logistics announced the upgrade of its lower-tier markets programme to provide 24-hour delivery service in over a grand counties and 10 thousands of townships in China, in social club to provide a superior feel for local customers. JD Logistics will either aggrandize or newly construct 13 local warehouses and transfer centers. The new infrastructure will focus on 2d-to-5th tier cities. In addition, by technology-driven, it will operate more Asia No.i highly automatic logistics parks, which traditionally accept mainly focused on first and second tier cities, in lower tier cities. After putting three boosted Asia No. 1 logistics parks into operation just before 618, JD at present has a full of 28 of these parks.
JD'southward external logistics business saw increasing demand during 618, a testament to the success of the company's strategy to open its resources to partners in and outside of the JD ecosystem. Acquirement increased 80% YOY. JD's parcel delivery service, beefy supply concatenation, service+ and cold chain warehouse outbound inventory increased 311, 230, 309 and 110% respectively.
On June 16thursday, JD announced the deployment of a fully-integrated Beidou Smart and Flexible Production Logistics Park in Tianjin's Wuqing District, which is the showtime of its kind in Asia, and all R&D is developed in-house by JD. The warehouse is about suitable for fulfilling and managing orders spanning multiple categories at a large calibration.
This June xviiith, in its continuous focus on sustainable development, JD built the starting time demonstrative park for trash sorting in JD's Asia No.one logistics park in Beijing. In total, during the 618 Grand Promotion, JD Logistics has prevented 42,000 tons of delivery waste matter via recyclable packaging program, using slimmer tape, and going paperless.
Omnichannel integration
The integration of online and offline has deepened during this twelvemonth'due south 618. Based on JD'southward data, offline stores achieved record high sales. 12,000 dwelling appliances stores simultaneously did livestreaming on JD, achieving a 240% growth in full transaction volume YOY. Transaction volume based on livestreaming grew by 230%, compared with the same flow of last month. More than than 250 computer and digital production stores joined the 618 campaign. JD'south offline mobile stores saw an over 130% growth in transaction book YOY while mega experience shop JD East-Space saw transaction volume grow past 200 per centum, compared with the same flow of terminal calendar month. The transaction book of JD'due south Five Star Appliance Stores grew ten times, compared with the aforementioned period of final twelvemonth.
JD's Omnichannel Fulfillment plan is also a bright spot of this year's 618. During this 618, sales through the program grew 30 times compared with the same period in April, and more customers are now able to enjoy the i-hour commitment service. JD'southward Life Services business which offers consumers the run a risk to purchase many services online and relish them offline, as well was in demand during the period. 80% of online tire buyers chose in-store installment service. JD also saw 9 times growth in sales of travel and daily life services. Orders for door-to-door laundry service grew 150 times, compared with the same period of last year.
Technology
Equally JD is undergoing its transformation to a supply-chain based technology and services provider, opening upward applied science to parties across JD remains a focus. During this 618, JD's technology ensured comprehensive, steady and secure back up to guarantee some other tape-breaking sales promotion. The amount of inquiries for JD's NeuHub open AI platform surpassed 70 billion. Smart customer service, smart content review, AI writing robot and AI calling system have been comprehensively used during 618. 90% of customer service inquiries were handled by JD'due south AI-powered smart client service, and AI customer services responded over 380 million times.
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Source: https://jdcorporateblog.com/final-report-of-618-jds-in-depth-analysis-of-rmb-269-2-billion-the-face-value-and-whats-behind-it/