With the ringing of 24:00 on June 18th, this year's JD 618 has come to a successful end. This year, JD 618 has won the recognition of consumers for its "cheap and good" shopping experience, and its impressive data also demonstrates the surging vitality of the consumer market, especially in the 3C digital category. JD 618 collaborated with 3C digital manufacturers to jointly create low prices through the "strategic big order" model, selling over 10 million super popular products, and the transaction volume increased by up to three times year-on-year. Numerous 3C digital super popular products such as mobile phones, tablets, laptops, monitors, cameras, headphones, projectors, printers, routers, charging accessories, books, stationery, and recharge cards have won the favor of users with their ultimate cost-effectiveness, and manufacturers have also achieved considerable sales growth in this process. Behind all of this, JD relies on its efficient supply chain capabilities to assist manufacturers in improving efficiency and industries, expand new growth opportunities in the industry, and ultimately achieve a win-win situation for all parties.
As is well known, "cost, efficiency, and experience" are the essence of the retail industry. According to JD's financial report, as of the end of the first quarter of 2024, the scale of JD's supply chain infrastructure assets reached 154.1 billion yuan. On the basis of self operated commodity SKUs exceeding 10 million, the inventory turnover days decreased to 29 days. The ultimate efficiency reduces the cost of goods and makes it possible for 3C digital products to be cheaper. At the same time, based on precise insights into user needs, JD.com adopted a "strategic large order" model during the "618" period. By purchasing 3C digital products in large quantities at once, not only can it provide brand certainty in sales, but it can also offer consumers cheaper prices through quantity exchange. For 3C digital manufacturers, certainty means healthy inventory and cash flow, which are the lifeline of all consumer goods. This is not only reflected at the beginning of the new product launch, but also has enormous value throughout the entire product lifecycle, even before the product is launched.
Taking the Redmi Note 12T Pro as an example, Xiaomi's original average monthly sales across all channels were less than 100000 units. After partnering with JD to achieve a "strategic big order" model, JD's monthly sales reached 120000 units, far exceeding Xiaomi's total sales across all channels, helping the brand complete its sales plan five months ahead of schedule. Coincidentally, this year's best-selling Lenovo Xiaoxin 15 on JD.com's 618 shopping festival is also a typical cooperation case of JD.com promoting manufacturer innovation through C2M (reverse customization) based on the "strategic big order" model. It is understood that the initial products of the Xiaoxin Digital Series were not equipped with standard voltage processors. JD's insight into user needs drove the birth of the standard voltage i5 version in the opposite direction. Using large-scale orders to reduce product and category innovation risks, opening up new avenues for the industry, and bringing low prices to consumers is the key goal of JD and manufacturers to continuously implement the "strategic big order" model.
With the rapid development of technologies such as AI big models and generative AI, hardware products not only provide convenience for user life, but also bring new opportunities for innovative growth in the 3C digital industry. During this year's "618" period on JD.com, the AI hardware category performed well, with intelligent devices represented by AI computers, AI phones, AI keyboards and mice, AI learning machines, etc. selling well on JD.com, with a year-on-year increase of up to 150% in transaction volume, promoting over 4 million users to switch to new AI devices. In addition, emerging popular categories such as foldable phones, open headphones, and smart health watches are also favored by consumers.
During this year's JD 618 shopping festival, JD 3C digital sales also brought rich products and huge benefits to the live broadcast room, becoming the focus of attention for many consumers. Data shows that during the "618" period on JD.com, the number of viewers in the 3C digital sales live broadcast room increased by more than 60 times year-on-year, with a cumulative transaction volume exceeding 7 million. On the other hand, the consumption method of exchanging old for new has also been recognized by consumers, and more and more users have experienced this cost-effective 3C digital exchange experience. According to statistics, during the "618" period on JD.com, the number of orders for 3C digital products to be exchanged for new products increased by over 100% year-on-year. It is worth mentioning that over 2000 JD 3C digital stores nationwide, represented by JD Home, have also brought consumers a "fast, fast, and cost-effective" renewal experience. Users can get hands-on experience of the excellent performance of various 3C digital products in offline stores. Data shows that during the 618 period, the number of JD 3C digital store to store users increased by 100% year-on-year. In addition to ordinary consumers, JD 618 has also ignited the enthusiasm of corporate customers for renewal, with over 1000 3C digital brand corporate customers experiencing a year-on-year increase in transaction volume of more than three times.
In the future, JD will leverage its supply chain advantages and collaborate with 3C digital manufacturers and partners to further deepen the "strategic big order" model, creating more "cheap and good" high-quality products and convenient shopping experiences for consumers. JD will also further promote the digital transformation and efficiency improvement of the supply chain, promote cost reduction and efficiency increase in the industrial chain, and contribute greater value to the high-quality development of the industry.