2020-11-12

JD Double 11″Billion Yuan Sales Club”, domestic brands account for 80%! Sanitary products dominance

By yqqlm yqqlm

this yearDouble Eleven e-commerce platform Particularly hard work, not only for users to create a national carnival atmosphere no less than the Spring Festival, calling”the whole entertainment circle to help out”, but also related battle reports have repeatedly set records.

Just after midnight on November 11, Jingdong’s cumulative order amount exceeded 200 billion yuan. According to the latest data from JD.com, from 0:00 to 14:26 on November 1st, JD’s cumulative order amount for the”11.11 Global Love Season” exceeded 243.1 billion yuan. This has exceeded 204.4 billion yuan in 2019.

But platforms no longer simply pay attention to transaction volume. Especially on Double Eleven this year, platforms, brands, and merchants all have new changes in response to the epidemic. The most important thing is that, in order to fight the”life and death battle” after the epidemic and seize the domestic market, from top brands to small and medium-sized businesses, they are more closely integrated with platforms. Increasing support for brands is also regarded as an important strategic tool by the platform. JD.com has proposed to create the largest incremental field for the brand.

Under the close link between platforms and brands, domestic brands that have been deeply involved in the domestic market have ushered in a major explosion in recent years. The Southern Metropolis reporter noted that as of now, 81%of the brands that have sold over 100 million on JD Double Eleven this year are domestic brands. The turnover of time-honored brands such as Donglaishun, Shen Dacheng, Guangming and Haitian doubled year-on-year.

In the era of quality manufacturing, domestic brands have exploded

As Chinese brands move into the fast lane of “quality manufacturing”, It has appeared in consumers’ shopping carts more and more, and set off a wave of domestic products. Domestic brands are the key targets supported by JD.com in recent years. As early as 2017, JD.com released the”JD China Brand Growth Report” for the first time. Chinese brands have achieved rapid growth in the fields of home appliances and communications.

On Double Eleven this year, among the brands with sales of more than 100 million yuan on JD.com, not only did 81%of the brands be domestic brands, they also broke out in multiple categories. Hot search terms for domestic products on the JD platform cover multiple categories such as notebooks, Huawei P40, washing machines, watches, shampoos, milk, and laundry detergent.

According to data from JD.com, the TOP5 (by sales volume) increase in turnover of Chinese brands over the same period of last year are toiletries, poultry and egg products, feminine care, kitchen appliances, sports shoes and bags; the most popular domestic products Brand TOP5 (by sales) is Fulinmen, Mengniu, Yili, Midea, and Three Squirrels; TOP5 of the most popular domestic products are Mengniu Pure Milk Aerospace Custom Edition, Yili Golden Classic Pure Milk, Fulinmen Crystal Rice, Yunnan Baiyao Toothpaste, Qingfeng Soup paper.

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Domestic brands are rising in an all-round way, and the penetration rate is increasing.”Even domestic products have counterattacked maternal and infant and digital categories where foreign brands dominate.” Liu Hui, chief research officer of JD Big Data Research Institute, said that in the future, more domestic brands may find a broad market.

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Liu Hui, chief data officer of Jingdong Big Data Research Institute, said that in the future, more domestic brands will find a broad market. Photo by Southern Metropolis reporter Huang Pei

The sales volume of C2M reverse customized products is 1.7 times last year

With many changes and uncertainties brought about by the epidemic, even more Test the”intelligence” of the platform. Every year on Double Eleven, C2M reverse customization, which is a great tool to help the growth of domestic brands, must be the top ranking in the battle report and a battlefield for major platforms.

This year’s Double Eleven, the competition in the field of C2M reverse customization has become more intense. Brands that have been hit hard before are more cautious about “shangxin”, while small and medium-sized businesses look forward to holding on to the platform’s thighs, hoping to use JD’s big data to accurately locate user needs, adjust product strategies in a timely manner, reduce the cost of Shangxin, and launch personalized customization. To recover previous losses.

JD.com launched the”New Manufacturing Plan” on Double Eleven this year, launching more than 300 million new products, including new C2M products in cooperation with the brand such as maternal and infant refrigerators, laundry beads, and fish screens. It is understood that JD.com’s C2M model can help manufacturing companies reduce product research time by nearly 75%, shorten the product launch cycle, and at the same time keep up with consumer trends and reduce corporate investment risks.

It is worth noting that on Double 11 this year, the sales volume of JD reverse customization (C2M) products is 1.7 times that of last year. During Double 11, the turnover of JD’s C2M reverse customized merchandise increased by more than 2 times year-on-year. During the double 11 pre-sale period, the pre-sale sales of new thin and light notebook computers increased 10 times year-on-year, the sales of Jingpin home appliances increased 4.2 times year-on-year, and the pre-sales of Jingpin home appliances C2M products increased 6 times year-on-year. New products such as Cobos sweepers and Qinyuan White Whale water purifiers exploded in the same day, and the turnover was more than 6 times the average daily in October.

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Writer:Southern Metropolis reporter Huang Pei

Drawing:He Xin