JD 11.11 Global Love Season has ushered in a perfect ending with the rising enthusiasm of consumers. In order to bring consumers a renewal experience that is worry-free and labor-saving, JD Home Appliances takes the concept of reality as the core, and works with brand manufacturers to bring real prices, real goods and real services, winning consumers' trust, and achieved excellent results during November 11.11. According to data, more than 20 million users chose to purchase home appliances on JD.com during the 11/11 period, and accumulated more than 50 million home appliance products, and accumulated subsidies for users exceeding 3 billion yuan. At the same time, the retail share of the main website has increased significantly, the transaction volume of retail and the proportion of has increased by 20%, and the average unit price has increased by 10%. Behind the excellent results of
is the implementation of the real concept. JD Home Appliances 11.11 reduces the burden on users through simple gameplay, bringing consumers a simpler and easier shopping experience. The simplification of promotional activities has also effectively improved the efficiency of user purchase decisions, and the user viewing (PV) conversion rate increased by 20% compared with the same period; the transaction amount of home appliance PLUS users increased by more than 40% year-on-year compared with last year's ; the peak was 28 hours, and the order volume of 4-6 line users increased by more than 18% year-on-year; and with the help of gameplay such as "bottom price" and "home appliances directly reduced by 20% immediately", the transaction volume of goods purchased at the bottom price during November 11 was nearly 20 times that of the same period last year, and the transaction volume of mid-to-high-end products accounted for more than 33% of the market . These impressive data not only represent consumers' positive pursuit of a better life, but also the majority of consumers' recognition of JD's real concept.
Young users Refreshing enthusiasm and strong trend home appliances are favored
As the changes in the structure of consumer groups, young users have gradually become the mainstream consumer group in the home appliance market and have shown strong consumption potential. JD Home Appliances peaked at 11.11 for 28 hours, and the transaction amount of users born after 1995 has increased by 50% year-on-year compared with . At the same time, with the development of technology and technological progress, more and more new home appliances with powerful functions have come to people and are attracting attention and recognition from users. According to JD.com data, the top three favorite household appliances for Generation Z users are small appliances, washing machines, and flat-screen TVs; the top three search categories for users are refrigerators, washing machines, and air fryer .
In addition, trend home appliances also gained favor from users during November 11.11. For example, the transaction volume of trend categories such as game TV, wall-mounted boiler , fresh air conditioners, ultra-thin refrigerators increased by more than 100% year-on-year; the transaction volume of trend categories such as embedded air conditioners , RF beauty instruments, bass wall breakers increased by more than 3 times year-on-year; the transaction volume of ultra-thin near-smoking stove sets increased by more than 5 times year-on-year; MiniLED ultra-high-definition TV increased by more than 9 times year-on-year. JD Home Appliances not only gives consumers real benefits in terms of product prices, but also relies on its own supply chain advantages to bring users diverse home appliances with stronger functions and better quality.
all-channel efforts are made together to join hands with manufacturer partners to welcome new growth
11.11 During the period, JD Home Appliances and many manufacturer partners carried out in-depth cooperation in multiple dimensions such as products, prices, and services, and jointly explore new space for industry growth. All major appliance manufacturers are also actively promoting product upgrades and launching fierce competition to compete for rankings in JD Home Appliances Dragon Tiger List . According to data, in the JD home appliance scale ranking, Haier , Midea, and Gree won the top 3; in the JD home appliance scale ranking, Midea, Xiaomi , and Dyson ranked the top 3.
In addition, 15,000 JD home appliance stores across the country have launched 11.11 activities at the same time, bringing consumers more shopping experiences in scenarios through omni-channel resonance. During the 11.11 period, the transaction amount of mid-to-high-end products in JD Home Appliance Store increased by 50%, and the number of purchase orders increased by 2 times year-on-year. In addition to home appliance stores, merchants on JD.com’s home appliance open platform have also ushered in new growth. According to data, the number of stores with a transaction volume of over one million on JD.com’s open home appliance platform increased by more than 50% year-on-year. On the other hand, the 1-hour service in the same city has also won praise from many consumers with its efficient and convenient shopping experience. During November 11, the transaction volume of the 1-hour html business in the same city has increased by more than 5 times compared with the same period last year.
Activate the stock market Renewal services continue to be upgraded
According to data released by the National Development and Reform Commission, the current national electricity ownership has exceeded 2.1 billion units, and the scrapped volume is expected to exceed 200 million units in 2022. In order to help users renew old and old home appliances, as a trusted home appliance purchase channel for consumers, JD Home Appliances has continuously launched cross-category old-for-new and old-for-new special subsidies. During JD.com, the order amount of home appliances for old-for-new was 7 times that of the same period last year. 2 for every 10 home appliance orders enjoy the old-for-new service. At the same time, JD Home Appliances has also extended the free delivery time of home appliances from 40 days to 90 days, meeting users' specific needs for enjoying the price first and then making an appointment to receive goods, and providing home improvement users with more abundant home appliance purchase time.
comes from the entity and goes to the entity. On November 11 this year, as a new type of physical enterprise, JD.com not only allows consumers to gain real happiness with the most real price, the most real products and the most real services, but also drives a large number of manufacturers, brand merchants and offline stores to achieve real growth, creating an important incremental field for the high-quality development of the real economy. In the future, JD Home Appliances will continue to focus on the concept of reality, work with manufacturer partners to continuously promote industry growth and structural upgrading, create real value for users, and renew users' better life.
