In the June 18 Anniversary Sale, 6.18, JD.com, which is also known as Jingdong witnessed an increased total sales in transaction volume of $29.9 billion compared to the previous festival.
The introduction of new products and the continued interest of Chinese consumers played a significant role as key drivers in transactions. Besides, Jingdong established a channel in its platform to provide consumers freedom of expression while promoting product marketing. The channel also enables brands within the company to grow and reach more consumers in the Chinese market.
Jingdong has consistently utilized modern technologies to enhance its operations, mainly in conducting the same or next day delivery services. During the June 18 sale, the company also identified consumers from lower-tier towns trading up and acquiring products similar to higher-tier cities.
As such, transaction volume in lower-tier cites doubled this year compared to the overall growth in the company. Percentage of new consumers was higher in lower-tier towns than the total rate. Subsequently, JD.com rewarded its consumers with different prizes as well as the provision discounts and bonuses through two campaigns introduced. See This Article to learn more.
The two campaigns comprised of more than one hundred million people and included birthday red envelope, rewarding those share on social media, and another focusing on users sharing gifts in their cities after being voted for.
Over the years, Jingdong remained committed to reaching more consumers in China and Southeast Asia in general with the introduction of new marketing strategies. Among them is the Consumer-to-Manufacturer initiative. The initiative primarily collects consumer data and insights and provides them to brands, therefore, adjusting or enhancing the production of quality products according to user demands.
As such, “Consumer-to-Manufacturer (C2M)” and new products gained a transaction volume of 289% during the June 18 sale compared to the same period last year. The festival also launched several new products especially from Prada Group, an Italian designer brand, operating both MiuMiu and Car Shoe.
Farfetch also established a flagship store henceforth enabling Jingdong to access over three thousand brands in the fashion and design industry. More so, the Chinese retail store operated more than fifteen thousand high-end hotels and restaurants and managed to sale over 2.8 million JD Premium memberships during the festival.
Learn more about the company on https://www.chinainternetwatch.com/tag/jingdong/