On the evening of November 11th, JD handed over its transcript of this year's "Double Eleven", and the unexpectedly popular JD sales live broadcast room became JD's biggest highlight this year. As of 23:59 pm on November 11th, the total number of viewers of JD's live streaming of procurement and sales has exceeded 380 million. According to JD, about 300 brands sold over 100 million yuan during the "11 · 11" period this year, and the number of new merchant transactions increased by more than five times compared to the same period last month. The number of products on JD's 10 billion subsidy channel has increased by two times compared to June 18th, and the number of channel users has also increased by nearly five times compared to June; Within the JD 9.9 package channel, the sales of high-quality products from hundreds of industrial belts have exceeded one million units; The transaction volume of JD's flash killing channel increased nearly 10 times compared to the month on month in September.
Purchase and sales live broadcast room becomes JD's new IP
At the beginning of this year's "Double Eleven", JD.com, Haishi Electric Appliances, and Li Jiaqi's live streaming rooms were caught in a wave of low prices, but JD.com had an unexpected gain - JD.com unexpectedly gained popularity in sales and became a new IP for JD.com's live streaming.
It is understood that multiple business lines such as JD Home Appliances, Clothing and Beauty, Supermarket, 3C Digital, Jingxi, and Health have successively launched live sales during the "Double Eleven" period. On the evening of October 27th, during JD's live streaming, our reporter observed that several JD sales live streaming rooms had hung slogans saying "No pit fees, no expert commissions, so it's cheaper than Li Jiaqi's live streaming room". In terms of the number of live viewers, several JD sales live streaming rooms ranked first in this category on JD's live streaming.
After the incident occurred, the marketing team confirmed within 8 hours that the procurement and sales would immediately start live streaming. Because JD wanted to give users an explanation, a leader's office was temporarily vacated as a procurement and sales live streaming room. "JD Home Appliances' procurement and sales personnel said in an interview, Our live streaming room is very simple, and our sales personnel do not actually understand live streaming. However, we understand the products and prices, and have a very good understanding of the products. We know how the products are produced and designed, how they sell after being launched, and how they are evaluated. The professionalism and cost understanding of the products are the outstanding advantages of JD's sales live streaming room compared to other top anchors
During an interview, JD's sales personnel revealed: "When JD Home Appliances was doing its first sales live broadcast, many brands still held a wait-and-see attitude. When the second broadcast began on October 26th, many brands began actively selling products to us, and later brands began to support JD's sales live broadcast." According to data from JD, the number of viewers in the official live broadcast room of JD's sales during the first week of the "Double Eleven" exceeded 140 million. Our live streaming product strategy is to offer the same product at a low price, not to sell cheap goods, "said JD's sales personnel.
The reporter also observed in the JD sales live broadcast room that later, JD sales live broadcast retained the slogan of "no pit fees, no expert commission", benchmarking against a larger range of top live broadcasts, indicating that JD has made great efforts in low prices this year.
The live broadcast rooms of top anchors are very famous, and consumers assume that they are cheap, but it's not the case. "JD's sales personnel said," We need to ensure that the lowest price for each TV size segment is on JD, and we are unlimited in price competition with our competitors. In fact, we have been conducting price comparisons across the entire network since October 16th, basically every two hours, JD's sales live streaming is also working with brands to develop pricing strategies. For JD, there is no need for such a high profit margin. For brands, it is also necessary to nurture consumers. JD's live streaming sales are based on selling products at relatively reasonable prices and services, while allowing the brand to profit.
In addition, JD sales personnel told reporters that the JD sales live broadcast room is not aimed at collecting pit fees and commission fees, but rather aims to help brands establish downstream links. At the same time, they can also receive feedback from consumers in the live broadcast room, understand consumer needs, and promote industry production in the future to meet consumer needs.
With more consumers paying attention to JD.com's sales live streaming, a large number of brand manufacturers have actively approached JD.com for sales, hoping to be listed on JD.com's sales live streaming and willing to offer greater discounts and discounts. During the "11 · 11" period on JD.com, many high-quality products in various categories such as 3C digital, home appliances, daily fast moving consumer goods, clothing and beauty, cars, and health recommended by JD.com's live streaming sales were sold at a 50% discount, and were instantly sold out by consumers.
Accelerate the construction of a low-cost mindset
Low price "is one of JD's important strategies this year. Since the beginning of this year, JD has launched multiple low-priced measures. This year, JD's "11 · 11" campaign, including channels such as JD's live streaming rooms, billions of yuan in subsidies, 9.9 free shipping, and flash sales, has achieved explosive growth.
On the evening of October 31st at 8pm, the "11 · 11" 10 billion yuan subsidy day on JD.com was launched, and within 4 minutes of its launch, the channel's transaction volume exceeded 100 million yuan; On the "9.9 Free Shipping Day" launched on November 2nd, the full day order volume of JD 9.9 Free Shipping Channel increased by over 35 times compared to this year's JD "June 18th" day, and the number of shopping users increased by over 28 times.
This year, a large number of brands on JD.com achieved explosive growth during the "11 · 11" event. On the evening of October 23rd at 8pm, the opening ceremony lasted for 10 minutes, and multiple health brands such as Swisse, Tongrentang, and Haier had a transaction volume exceeding that of the same period last year; On the evening of October 31st, starting at 8pm for 10 minutes, the transaction volume of many large brand smartphones such as Apple, Xiaomi, Honor, Huawei, OPPO, etc. increased by 100% year-on-year. In the first week of JD's "11 · 11" campaign, the transaction volume of home appliances and good items such as ultra-thin flat embedded refrigerators, fresh air conditioners, and integrated heat and water purifiers increased by over 300% year-on-year; More than 6000 fashion brands, including Bosden, Sea Blue Mystery, and Columbia, saw a year-on-year increase of over 100% in transaction volume, while beauty and luxury brands such as Perrier, OLAY, and TIFFANY achieved growth of 10 times, 4 times, and 3 times respectively; Automobile products such as Yiche Shark Shell and Xiaoniu Electric Vehicle, as well as electric bicycle brands, have also achieved nearly 9-fold and over 2-fold growth, respectively.
This year's "Double Eleven", the growth rate of JD merchants is also quite eye-catching. This year, the number of merchants participating in JD's "11 · 11" broke a record again, increasing by more than 1.5 times compared to the same period last year. Since the beginning of this year, JD has released a series of merchant support measures through the "Spring Dawn Plan", which has driven a large number of small and micro businesses to settle in JD. The number of newly registered stores during JD's "11 · 11" period has increased by 3.4 times compared to last year, and the number of new and old merchants participating in JD's "11 · 11" this year has increased by more than 1.5 times compared to the same period last year. In addition, the number of merchants in the clothing industry belt, home appliance and furniture industry belt, and hardware city industry belt increased by 248%, 141%, and 150%, respectively.