by Vivian Yang
The 19th JD618 Grand Promotion officially kicked off at 8 p.m. on May 31 after an eight-day pre-order phase. In the first 10 minutes of the mid-year shopping festival, the sales of a number of brands exceeded RMB 100 million yuan, including Xiaomi, Midea, Haier, Lenovo, Apple, HONOR, Huawei, SONY, Asus, Siemens and more.
Cellphones, air conditioners, Zongzi (Chinese sticky rice dumplings for Dragon Boat Festival, which falls on June 3 this year), baby formula and toys were the hottest search keywords in those first 10 minutes, according to JD’s data, signaling the resilience and deep potential of the Chinese consumption market.
JD Logistics fully leverages its highly efficient supply chain system, diversified fulfillment models and coordination with local communities in accordance with anti-COVID policies to deliver orders quickly across the country. At 8.10 p.m., a resident of Chaoyang district in Beijing surnamed Li received her order of some baby formula, diapers and a toy within ten minutes through JD’s on-demand retail program Shop Now in time for her family to celebrate Children’s Day the next day.
The work-from-home economy has evolved into a rising consumer demand for better home-living scenarios. Sales of fridges and washing machine packages, quiet range hoods, air fryers, and robotic vacuum cleaners are all seeing strong growth. Over a hundred home brands on JD.com reached double sales growth in the first 10 minutes. Electronics products such as tablets, home use printers and projectors, ready-to-cook products, kitchenware, and home workout products such as smart mirrors and massage guns, are among the popular categories during this shopping festival.
JD Worldwide offers cross-border imports to Chinese customers. Nearly 150 overseas brands saw more than 200 percent sales growth in the first 10 minutes. Sales of nearly 100 sub-categories exceeded 100 percent growth YoY. The top 3 brands in sales are Nintendo, Swarovski and a2 milk powder.
JD Cloud laid a solid technological foundation to support the smooth operation of the sales gala, as the user access peak per second increased 129 percent in the first 10 minutes.
JD Retail CEO Lijun Xin noted at an earlier launch event that this year’s shopping festival aims to create a better customer experience by offering premier products with the best prices and tentative services, and at the same time, the company will do the utmost to support people’s vibrant life through a responsible supply chain.
This year’s 618 Grand Promotion opened at 8 p.m. so that consumers did not need to stay up late. JD.com put this in motion for the first time during last year’s Singles Day shopping festival on November 11.
Instead of getting different coupons, JD618 platform offers an immediate RMB 50 yuan discount for every qualified RMB 299-yuan purchase, making the shopping process even simpler this time.
With 185 basic services and over a hundred shopping guarantees in place, this year’s 618 Grand Promotion will create an encircling protection service for customers whenever and wherever they shop.