JD.com have announced that the JD.com 18 anniversary sale brought a $29.2 billion boost to the platform. JD.com attributes the spike in sales to the launch of new high-quality products.
JD.com say that the introduction of the new product collections forms a part of their retail strategy. JD have launched an exclusive channel to promote these products, helping merchants to strategically reach new consumers.
The rise of China’s lower-tier cities consumption
JD.com say that the 18 anniversary sale saw the biggest transactional volume growth from lower-tier Chinese cities, where most of China’s newly increased urban population come from. The percentage of new users from lower-tier cities was much higher than the percentage of new users overall.
New brands on JD.com
The 18-anniversary sale saw several new brands joining JD.com. These include a luxury Italian designer brand Prada, as well as Miu Miu and Car Shoe, two sister brands under the Prada Group. Farfetch also launched a flagship store on JD during the period, enabling JD.com consumers to access more than 3,000 brands through Farfetch’s network of more than 1,000 brand and boutique partners.
JD.com say that technology is vital to improving the consumer experience and exceeding expectations during the sales festival. Some 91% of orders coming from JD fulfilment centres were delivered same-or next-day. During this year’s 18-anniversary sale JD.com’s smart customer service robot-assisted more than 32 million customer enquiries, of which it solved 90% of those independently, freeing up human customer service team for more complicated tasks.