2023-06-20 05:13:48
(Original title: Jingdong Supermarket’s 618 sales hit a new high: the turnover of 28 categories in the whole cycle increased by up to 60 times, and tens of billions of subsidized products increased by up to 27 times)
At 24:00 on the evening of June 18, JD.com 618 with the theme of “How Fast, Cheap, and Boiling Fireworks” came to a successful conclusion! According to the full-cycle data from 8:00 p.m. on May 31 to 24:00 p.m. on June 18, various sales records have reached new highs.
Jingdong Supermarket, the first choice for consumers to shop, led the trend with explosive growth in 28 categories. Among them, the sales growth rate of Shengzhou Xiaolongbao won the championship by 60 times; the sales volume of Jersey fresh milk increased by 43 times year-on-year.
Well-known brands drove the high growth of the top 10 categories, and the turnover of JD.com’s own brand Xianjingcai increased by 607 times year-on-year.
During the 618 period of this year, double compensation for expensive purchases and tens of billions of subsidies have created real discounts and low-priced products. During the full cycle of JD Supermarket’s 618, tens of billions of subsidized products have become a new growth point for 618. Among them, the turnover of Arowana long-grain fragrant rice has the highest year-on-year growth rate, reaching 27 times.
JD Supermarket continues to be committed to creating a display window for special agricultural products and global goodies. The 24-hour sales of Puer coffee in Yunnan Puer Benfu Village is equivalent to the sales volume of last year.
Quality gift boxes, smart early education, model toys, handmade DIY, and Guochao building blocks have become five major trending categories of toys and musical instruments. Among them, quality gift boxes accounted for more than 50% of the consumption, and model toys snapped up more than 200,000 pieces.
With the help of JD Supermarket’s multiple support measures, the sales of open platform merchants broke records in the full cycle of 618. Luoshayuan Fruit Flagship Store, as a representative of open platform merchants, saw a year-on-year increase of more than 63 times in turnover.
Jingdong Supermarket’s omni-channel sales and offline store growth have increased simultaneously. The transaction volume of omni-channel business increased by 40% year-on-year, the transaction volume of enterprises purchasing Dragon Boat Festival welfare scene increased by more than 80% year-on-year, and the transaction volume of over 300 brands increased by more than 100% year-on-year.
During the full cycle of JD Supermarket 6.18, the super-value IP went out of the circle to strengthen the low-price mentality, and 78 super-value hot products sold a total of 100 million pieces. At the same time, the value of core users continued to increase, and the recharge amount of the supermarket card exceeded 600 million, which was three times higher than that of Double 11 in 22 years. Within 28 hours of a good start, the recharge amount of the JD supermarket card increased by more than 400% month-on-month.
JD Supermarket28categoriesExplosive growth leads the trend: The growth rate of Shengzhou Xiaolongbao won the championship, and the growth rate of infant and child sunscreen products reached260%
With high-quality services and a wide range of products, consumers prefer to buy daily necessities such as “eating, drinking, playing” in JD Supermarket. This year’s 618 period has shown a steaming hot sales scene.
Maternal and infant sub-categories led the sales growth of major categories, and the refinement of childcare was continuously upgraded. The turnover of baby sunscreen products, pull-up pants, and a2 milk powder increased by 260%, 100%, and 35% respectively. Early education and intelligence have become the first choice for consumers to buy toys. Statistics show that the turnover of early education toys has increased by 5 times year-on-year.
At the same time, Jingdong Supermarket also announced five trending categories of toy musical instruments. When Children’s Day hit 618, high-quality toy gift boxes set off a new wave of courtesy consumption. Toy and musical instrument gift boxes accounted for more than 50% of sales, and the transaction value increased by 600% year-on-year.
Handmade DIY products have become a social star product for children, and the turnover of Gooka toys has increased by 900% year-on-year. Guochao building blocks lead the cutting-edge trend, and the turnover increased by 180% year-on-year. With the development of refined parenting trends, smart early education toys have become the new standard equipment for post-90s children, and the turnover has increased by 5 times year-on-year.
For big friends, trendy play consumption occupies an important part of life, and model play figures are very popular among new customers in the second dimension. During the full cycle of Jingdong Supermarket 618, fans snapped up more than 200,000 pieces of this category.
The functionalization of household cleaning and personal care products has become more and more subdivided, and the turnover of deodorant eggs and fragrance functional laundry detergents increased by 400% and 380% year-on-year respectively. Among personal care products, high-end shampoo and hair care products are popular, and the turnover increased by 110% year-on-year.
The demand for refined pet keeping is rising, and pet feeding is also becoming healthier. The turnover of baked cat food has increased by more than 5 times year-on-year.
During the 618 period this year, food and beverage consumption accelerated online. According to data, the subcategory of Jersey fresh milk increased by 43 times year-on-year. At the same time, the turnover of zongzi as a classic festival food increased by 17 times year-on-year, the turnover of new Chinese pastries increased by 320% year-on-year, the turnover of functional drinks increased by 88% year-on-year, and the sales volume of macadamia nuts increased by more than 70% year-on-year.
As one of the traditional four rituals, tea not only shows taste, but also a blessing to health. The turnover of Dancong tea increased by 102% year-on-year.
As consumers pay more attention to the quality of life, among the grain, oil and condiment categories, dried sea cucumber has become a hot nourishing product, with a year-on-year increase of 135% in turnover, and a year-on-year increase of 110% in seasoning and spices.
The consumption of red and white foreign beer is more, faster, better, more economical, and the consumption of authentic alcohol has exploded. The turnover of craft beer and fresh beer increased by 210% year-on-year. In addition, the turnover of Ningxia wine and foreign wine categories white spirits and liquor increased by 170% and 120% respectively %, 80%.
The trend of quality and convenience of fresh food consumption is obvious. The turnover of Xiaolongbao in Shengzhou has the highest growth rate, an increase of 60 times year-on-year, and the turnover of plums and raw-cut steaks increased by 284% and 110% year-on-year respectively.
Domestic convenient and prepared dishes are popular, and the turnover of Jingdong’s own brand Jingjiafang prepared dishes increased by 30 times year-on-year.
Driven by well-known brands10High growth of large categories: general increase of several times and maximum growth of 600 times
Relying on the characteristics of refinement and high quality, the turnover of babycare, a maternal and infant brand, increased by 48% year-on-year. Exquisite lifeism has become a consumer proposition that the public is more willing to accept, and Kérastase’s turnover has increased by 150% year-on-year. As consumers pay attention to both functional and real prices, the turnover of Jiaqing brand super energy increased by 130% year-on-year.
Toys and musical instruments that bring more joy to adults and children are selling well, and Bandai’s turnover has increased by 350% year-on-year.
The number of people who own pets is increasing day by day, and the pet consumption market shows huge consumption potential. The turnover of pet brand Aicana has increased by more than 3 times year-on-year.
A cup of coffee is refreshing in summer, and consumers pay more attention to the taste, taste, and price of coffee. Luckin Coffee’s turnover increased by 198% year-on-year.
As a leader in the liquor category, Moutai is favored, and its turnover has tripled year-on-year.
Zero additives, low salt, low calorie, and low GI have become the core points of the development of grain and oil seasoning brands, and the turnover at 47° north latitude has increased by 15 times year-on-year.
In addition, prefabricated dishes that are easy to cook and eat have become a popular category. The turnover of fresh Beijing vegetables has increased by 607 times year-on-year, and the turnover of Fengwei pies has increased by 195% year-on-year.
Tens of billions of subsidized goodscomprehensivebreak out：grow several times to tens of times Sales volume of Aptamil Zhuoxi infant formula exceeded 10 million at its peak
During the period of 618 this year, JD.com continued to carry out tens of billions of subsidies, and participated in the 618 full-category “buy expensive double compensation” plus service to ensure that the products participating in 618 are the most price-competitive.
During the full cycle of JD Supermarket’s 6.18, the sales volume of mother and baby single product Aptamil Zhuoxi Larger Infant Formula 900g exceeded 10 million orders in 28 hours during the peak period.
The turnover of personal care products Yunnan Baiyao 3+2 family kits increased by 100% year-on-year, and the turnover of Jiaqing’s big brand Welushi laundry detergent increased by 129% year-on-year.
In the category of toys and musical instruments, the turnover of Lego’s NASA Apollo Saturn V rocket tripled year-on-year. In terms of pet feeding, consumers not only pay attention to “eating well”, but also pay attention to “delicious food”. They are eager to sell 5.4kg chicken-flavored cat food by more than 10 times year-on-year.
Hoarding milk became the basic operation of 618. The turnover of Mengniu Milk Milk 250ml*16 boxes increased by 10 times year-on-year;
The turnover of Arowana long-grain fragrant rice, which is necessary for home cooking, increased by 27 times year-on-year, and the turnover of Jingxian Sheng Maoming Guiwei Lychee increased by more than 10 times year-on-year.
Consumers have a “special liking” for fresh meat such as meat, and the turnover of COFCO Meilin luncheon meat canned JD.com’s customized home packaging increased by 15 times year-on-year.
Good agricultural products, global top-notch goods“Out of the circle”: The hot sales of high-quality agricultural products drive the development of Benfu Village, and the sales growth rate of the National Pavilion is steadily increasing
A large number of landmark agricultural products and global top-notch goods “patted you”-During the 618 period this year, JD Supermarket relied on a number of measures covering the entire link to link high-quality landmark agricultural products and global goodies to provide consumers with diversified consumption scenarios.
During the 618 full cycle of Jingdong Supermarket, the Puer coffee sold in 24 hours in Yunnan Puer Benfu Village was equivalent to the sales volume of last year. In addition, the increase in demand for festivals has made Jiaxing zongzi and Gaoyou salted duck eggs sell well, with turnover increasing by 210% and 180% year-on-year respectively; the turnover of Inner Mongolia lamb chops increased by 360% year-on-year.
With the official authorization and strong support of authoritative organizations such as embassies of various countries in China, JD Supermarket has continuously improved foreign high-quality specialty products to expand the market.
Among the nearly 100 national pavilions, the turnover of ARKHIS Slavic mineral water at the Russian (Russia) national pavilion increased by 10 times year-on-year, the Cyprus national pavilion LINOS blue wine increased by 300% month-on-month, and the Kazakhstan national pavilion Cai Sina organic flour increased by 210% month-on-month.
17HomerepresentativeThe highest growth rate of the flagship store exceeded63Times leading open platform business highspeedincrease
Relying on its open ecology and vigorous business support and reduction policies, JD Supermarket will continue to escort its partners to shine during the full cycle of 618.
In the maternity and baby category, the turnover of Bioqi official flagship store and Deyou official flagship store increased by 128% and 80% year-on-year respectively. The turnover of Shiseido professional hairdressing official flagship store and Unilever official flagship store, which are merchants on the personal care open platform, increased by 110% and 30% year-on-year respectively. The turnover of Qingfeng official flagship store and Vinda official flagship store increased by 180% and 42% year-on-year.
The 100 billion toy and musical instrument consumer market has broad prospects for development. The turnover of Beiyi’s official flagship store increased by 183% year-on-year, and the turnover of Kawai KAWAI electric piano flagship store increased by 138% year-on-year. The turnover of pet pidan official flagship store, A Fei and Buddy flagship store brand flagship store increased by more than 200% year-on-year.
For snacks, water and drinks, the turnover of merchants on open platforms for snacks and drinks such as the Liumangjiji flagship store and the Mongolian milk powder flagship store increased by more than 300% year-on-year.
Drinking in summer doubles the heat. Among the merchants on the open liquor platform, the turnover of the flagship store of the Fenjiu brand increased by more than 100% year-on-year.
The turnover of Lee Kum Kee flagship store for grain and oil seasoning increased by 18 times year-on-year, and the turnover of Changshouhua flagship store increased by 17 times year-on-year.
Few people can refuse nutritious and convenient fresh products. The turnover of Luoshayuan fruit flagship store has increased by more than 63 times year-on-year; among the prepared vegetable brands, the flagship store of Kragus has increased by 15 times year-on-year.
omnichannel、business、Qixian No. 1 member store performed amazingly：The overall growth of people and freight yards Mobile store breakthrough30Ten thousand
Over the years, JD Supermarket has practiced a “responsible supply chain”, continuously helping merchants and partners to reduce costs and increase efficiency, and provide more sales space.
Data show that during the full cycle of JD Supermarket 618, the turnover of omni-channel business increased by 40% year-on-year, and the number of dynamic sales stores exceeded 300,000. Jingxi’s direct sales of low-price and not-low-quality industries brought good goods and tens of thousands of orders increased by 10 times, the turnover of Jingchao business increased by 156% year-on-year, and the supply chain cooperation of physical chain stores and supermarkets increased by 90% year-on-year.
The turnover of enterprises purchasing Dragon Boat Festival welfare scenes increased by more than 80% year-on-year. Among them, the turnover of seasonal categories such as zongzi and duck eggs increased by more than 100% year-on-year, and the turnover of more than 300 brands in corporate business increased by more than 100% year-on-year.
Offline sales are also in full swing. Qixian Supermarket’s omni-channel order volume increased by 44%, the turnover of No. 1 member store 618 in the first 28 hours increased by 5 times year-on-year, and the number of effective members exceeded 1.5 million.
JD Supermarket User Value and MarketingIPTotal growth: Supermarket card recharge amount breaks6Billion super valueIPtouch super10100 million people
In order to improve the low-price mentality of Jingdong Supermarket, during the period of 618 this year, Jingdong Supermarket launched a heavy IP-Super Value, which reached over 1 billion people in the whole cycle, and 78 super-value explosive products sold a total of 100 million pieces, creating 14 thousand-dollar products. Ten thousand explosions.
At the same time, around black pork, frozen durian, Transformers and 1982 Lafite, the topic of #这哪个哪个想胶像# was planned, and more than 60 KA brands jointly planted grass, bringing 440 million exposures, and the climax period contributed regarding 9% increment.
In order to continue to convey the low-price mentality of JD Supermarket, during the 6.18 period this year, Dashangchao’s output on off-site live broadcast platforms such as Douyin and Kuaishou increased by 60% year-on-year. 380 million users. The 12 matrix numbers on the self-broadcasting side have been extended throughout the period, with a cumulative broadcast time of over 3,000 hours and 25 million viewers.
Specifically, the cumulative turnover of the official live broadcast room of Jingdong Supermarket has exceeded 10 million, and multiple super IP sessions have been created, including Aunt Yang’s canteen, Mr. 7 trendy play parties, handsome chefs invite you to dinner, etc.
The core user value of JD Supermarket continues to increase. During the period of 618 this year, it will increase by 20% from November 11, 2022. The repurchase effect of old users is particularly good, which will increase by 35% from November 11, 2022.
During the full cycle of JD Supermarket 618, the recharge amount of JD Supermarket card reached 600 million, which is three times higher than that of 11.11 in 2022. The overall turnover of JD Supermarket 618 content exceeded 800 million, a year-on-year increase of 27%. Among them, the overall turnover of JD Supermarket’s 618 live broadcast sector exceeded 600 million, a year-on-year increase of 40%.
JD Supermarket 618 has achieved the goal of boosting residents’ consumption and supporting physical businesses by virtue of high-quality products and services and launching a number of measures to help merchants and partners.
At the same time, the ultimate shopping experience that JD Supermarket brings to users is still being upgraded. This year on JD.com 618, you can enjoy a 50% discount for every purchase of JD Supermarket’s self-operated and open platform products participating in the 618 promotion, and support May 23 From 20:00 on June 20 to June 20, 30-day price guarantee for all categories ("special product"except).And buy Jingdong"Ten billion subsidies"and Jingdong Supermarket"Great value"All products at the venue can be enjoyed"Buy expensive double pay"Serve.
From third-party data and multiple user surveys, it can be seen that among all kinds of online and offline large-scale supermarkets, JD Supermarket has relatively the strongest product price competitiveness, the most guaranteed product quality, and various service measures leading the industry. preferred channel.
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