Chinese e-commerce retailer, JD.com has recorded transactions worth RMB269.2 billion during its 618 Grand Promotion, held from June 1-18. The transaction volume on the platform was up more than 33.6% year-on-year (YOY).
According to JD.com, 618 is an important sales opportunity. As compared to prior years, the participation of brands in this year’s 618 has been even more enthusiastic. During this 618, the transaction volume of 187 brands, international and domestic, surpassed RMB100 million.
On June 18, sales of JD Worldwide, JD’s platform for imported products, increased over 110% YOY. Sales of imported beauty products and pet products both increased over 400% YOY. Best-selling brands included Estee Lauder, A2, Aptamil, Swisse and Nintendo. This 618, 82% of merchants used JD’s cross-border warehouse and delivery service. On June 18, 80% of orders on JD Worldwide were sent out on the same day they were placed.
Over 71% of new users came from lower-tier cities during this 618. That’s why, on June 8, JD Logistics announced the upgrade of its lower-tier markets programme to offer 24-hour delivery service in 1,000 counties and 10,000 townships in China, to provide a superior experience for local customers.
During the ongoing pandemic globally, overseas consumers have also turned to JD’s outbound e-commerce platform for the supply of daily necessities. JD Global Sales, which runs the outbound business, witnessed a 271% growth in transaction volume during the 18-day campaign. The top five best-selling markets were Hong Kong SAR, Chinese Taipei, the US, Japan and Singapore. The five most popular products included computers, smartphones, books, electronics products and small home appliances.
From June 1-18, JD reported that 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%. During the same period, the number of medical and healthcare products sold increased 173% YOY, while online medical consultation volume increased 404% YOY.
During this year’s 618, JD.com hosted over 300,000 livestreaming sessions. Sales of 31 brands’ livestreaming rooms surpassed RMB100 million and sales of 167 brands’ livestreaming rooms surpassed RMB10 million.
COVID-19 has certainly accelerated the adoption of e-commerce not just in China but globally. At the same time, considerable uncertainty remains about how long the epidemic will persist. According to JD.com’s retail CEO, Lei Xu, the company has benefitted in the short term, due to its leadership in digitalisation, supply chain and category advantages, among others.
Words by Farimah Moeini, Snapchat Head of Industry – Retail and Travel TheJuly 5, 2021 | By RetailME Bureau
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