The Double Eleven promotion has come to an end, and data from multiple institutions shows that under the promotion of a series of consumption stimulus policies such as the national trade in policy and the issuance of consumer vouchers, residents' consumption willingness has significantly rebounded during this year's Double Eleven cycle. The main e-commerce platforms have achieved year-on-year growth in both user numbers and user activity, and the overall consumer market is showing a steady warming and gradual recovery trend.
According to monitoring data from the State Post Bureau, on November 11th, postal and express delivery companies across the country processed a total of 701 million parcels, accounting for 151% of daily business volume and a year-on-year increase of 9.7%. From October 21st to November 11th, a total of 12.783 billion express packages were processed nationwide, with an average daily processing volume of 125% of the daily business volume.
According to the "2024 Double Eleven Online Sales Data Report" released by Star Map Data, the cumulative sales of comprehensive e-commerce platforms and live streaming e-commerce platforms reached 1441.8 billion yuan during the Double Eleven period in 2024, a year-on-year increase of 26.6%. In the hot selling categories, household appliances are priced at 193 billion yuan, mobile phone digital products are priced at 1706 billion yuan, and clothing is priced at 168.4 billion yuan.
JD ranks first in sales in the 3C digital and home appliance industries
In this year's Double Eleven promotion, the 3C digital and home appliance industry has once again become the focus of consumer attention. The "2024 Double Eleven Consumer Insights Report" (referred to as the "Report") jointly released by China News Network Research Institute, China International E-commerce Center Research Institute, and Inspur Zhuoshu shows that from October 14 to November 11, 2024, the online retail sales exceeded 1.9 trillion yuan, with a year-on-year growth rate of over 8%. JD.com has the largest sales proportion in traditional advantageous fields such as 3C digital and household appliances, reaching 42.8% and 39.1% respectively.
According to data from Fudan Consumer Big Data Laboratory, under the stimulation of policies such as national subsidies, the electric product category has been significantly boosted during this year's Double Eleven shopping festival. JD.com continues to consolidate its advantageous position in the 3C digital and home appliance fields, with a sales share of nearly 50% and ranking first in sales scale.
Data shows that during the Double Eleven period, JD.com accounted for 56.2% of 3C digital sales, maintaining a leading position in the industry. In the two most important secondary industries of mobile phones and accessories, and computer equipment, JD's sales accounted for 56.9% and 62.7% respectively, both ranking first.
Especially with the increasing application of AI big models on the terminal side, AI functional technology electronic products have gained more and more favor from consumers. According to JD's 11.11 battle report, the transaction volume of AI learning machines has increased by more than 10 times year-on-year, and the transaction volume of products such as AI computers, AI phones, AI keyboards and mice, and AI speakers has also increased by more than 100% year-on-year.
With efficient logistics and a comprehensive after-sales system, JD's sales in the home appliance category account for 44%, ranking first in the industry. In the market of household appliances and kitchen and bathroom appliances, JD's sales accounted for 56.9% and 36.6% respectively, leading the industry.
Under the promotion of the "trade in" subsidy policy, consumers' demand for new products has been further stimulated, promoting the upgrading of home appliances. JD.com has become the preferred platform for consumers to trade in. According to JD's 11.11 battle report, over 90% of rural areas in counties across the country have consumers using JD for trade in, with large screen TVs becoming the preferred option for trade in; The transaction volume of 519 home appliance categories, including energy-saving air conditioners, robotic vacuum cleaners, dryers, zero water pressure smart toilets, functional sofas, etc., increased by over 200% year-on-year.
The clothing industry has a strong growth momentum, with JD Apparel ranking first with a growth rate of 87.8%
As a popular industry during the Double Eleven shopping festival in previous years, the clothing industry has still shown strong growth momentum this year, with major platforms achieving steady development, promoting further expansion of the overall scale. Among them, JD's sales growth in this field is extremely significant, with a sales growth rate of 87.8% during the Double Eleven period, the fastest growth rate. JD Apparel has also achieved breakthrough growth in the two key sub segments of clothing and underwear. Among them, the growth rate of clothing exceeded 100%, and the growth rate of underwear reached 96.3%.
At the product level, JD's 11.11 battle report shows that the transaction volume of seasonal products such as down jackets, assault jackets, and thermal underwear has increased by over 100% year-on-year. More than 300 brands of thermal accessories such as hats and scarves have achieved a doubling of transaction volume.
The data also shows that many consumers have returned to rational consumption during this year's Singles' Day shopping festival, showing more caution and restraint, while service has become an important factor affecting consumer shopping decisions. More than half of consumers have felt the new trend of "rational consumption returning" during this year's Singles' Day holiday, with nearly 40% of consumers indicating a focus on shopping experience and service. Among the major platforms, JD Shopping has the highest satisfaction ranking. According to the 11.11 battle report of JD.com, the number of shopping users on the platform increased by over 20% year-on-year during this year's Double Eleven shopping festival, and the number of live streaming orders for JD's procurement and sales increased by 3.8 times year-on-year, indicating that the concept of "cheap and good" has been recognized by consumers.