JD.com 2024 Singles Day Mid Festival Report: Double Digit Growth in Sales, Orders, and User Numbers

By 9:00 PM on October 31, JD.com's Singles Day Ground Promotion (also known as Double 11), launched on October 14, recorded significant double-digit year-on-year growth in transaction volume, orders, and user numbers. Midway through the shopping festival, over 16,000 brands achieved 300% year-on-year growth in transaction value. The number of brands exceeding RMB 100 million in sales increased by over 400% year-on-year (YoY), while more than 17,000 merchants saw their order volumes increase five times compared to last year.

With this year's festival theme, "Affordability and Quality," JD.com's "10-billion-yuan discount" program expanded its product selection more than fourfold YoY, drawing a high volume of users. Apparel and cosmetics saw a surge, with new users rising over 140% YoY, while supermarket orders increased by more than 40%. Consumer electronics and home appliances set new sales records, while JD's livestream channel saw a 245% increase in orders YoY.

JD.com's reach has extended into China's rural areas. Supported by continued investment in logistics infrastructure, transaction value in rural and county areas grew by over 50% YoY. And over 90% of counties have utilized trade-in services.

As November begins, the Singles Day Grand Promotion will continue with additional campaigns and sales activities, concluding on November 11.

Key Data Highlights from 8:00 PM October 14 to 9:00 PM October 31, 2024:

• Electronics Lead Growth: Transaction volumes for gaming laptops rose by 120% year-on-year. Emerging products, including AI smartphones, 4K projectors, and track sockets, experienced 100% growth in transaction volume, while OLED monitors and open-ear headphones saw fourfold growth. AI learning devices and 3D printers surged by over 10 times. JD's offline electronics stores also saw a doubling of visitor numbers.
• Home Appliance Sales Surge: Nearly 3,000 home product brands, including Xiaomi, Casarte, and Toshiba, doubled their transaction volume YoY. Haier, Midea, Xiaomi, LittleSwan, Gree, Hisense, and TCL surpassed RMB 1 billion in transaction volume. The "Flash New Products" segment saw over 350% growth in transaction volume, and JD's offline JD Mall and JD Home Appliance City Flagship Stores reported more than 100% YoY growth.
• Apparel Drives Fashion Traffic: True 50% off discounts on apparel attracted a surge of fashion customers to JD.com, with transaction volume of over 1,500 brands increasing two times YoY. Ski jackets, outdoor jackets, and badminton products were among the most popular items.
• Increased Demand for Quality Beauty Products: Brands like L'Oréal, Estée Lauder, and Giant Biogene saw transaction volume grow by over 100% YoY.
• Growth in JD Super's Order Volume: Orders on JD Super increased by 40% YoY, with products like "28-day Fresh Milk Powder" increasing more than 200% in transaction volume. Low-sugar cakes saw a sixfold increase, and smart pet litter robots rose by 231%.
• Industry Belt Product Surge: Nearly 80 million Jingxi self-operated items were sold, with daily goods increasing by over 600% and home textiles by over 400% compared to the same period last month.
• Health and Wellness Products in Demand: Family medication transaction volumes grew by 119% YoY, health checkup bookings increased by over 100%, and elder-care products like nebulizers and blood pressure monitors doubled in transaction volume.
• Rising Auto Sales: Transaction volume for new energy vehicles and auto accessories rose by over 210% YoY on JD Auto.
• Imported Goods in High Demand: Over 600 brands on JD Worldwide saw transaction volume grow by 200%. Flagship stores for Amazon, Walmart, and Rakuten offered millions of popular items to Chinese consumers, achieving more than tenfold growth month-on-month.
• Increased Sales in Hong Kong SAR: Order volume for JD's e-commerce business in Hong Kong doubled, with over 2,000 brands seeing transaction volume increase by 100% YoY. Apple, Xiaomi, and ASUS phones were especially popular among Hong Kong consumers, while vivo's newly launched smartphone boosted its brand sales by over six times.
• International Expansion in Southeast Asia: JD Global Sales extended its service to Malaysia and Thailand, offering free shipping options. U.S. and Singapore-based consumers led in international orders, with books' transaction volume rising by 50 times and small appliances, baby products, and toys also showing strong growth.
• Ochama Expands in Europe: JD's European omni-channel brand ochama launched a new automated warehouse in Poland, enabling 48-hour fulfillment across the country and same-day delivery for some orders.
• Growth in JD Insurance Services: JD Insurance now covers 420,000 merchants, marking a 40% YoY increase, with 170 million parcels insured for delivery.
• JD Industrials Sees B2B Demand Rise: JD Industrials' MRO online procurement platform expanded product offerings by 3.3 times YoY, with transaction volumes for photovoltaic equipment, diesel generators, and packaging boxes rising by 12, 6.3, and 4.9 times, respectively.
• JD IOU and Supply Chain Finance: Interest-free installment options on JD IOU (Baitiao) saw a 51% YoY increase, while credit card installment payments rose by 118%. JD's supply chain finance products served over 500,000 clients. JD Cloud's ChatRhino (Yanxi) intelligent customer service handled over 2.16 billion consultations, and JD Cloud's ChatRhino-powered digital representative livestreaming service supported over 7,500 brands, attracting over 28 million livestream viewers.

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