Original title: Jingdong 11.11 cumulative order amount exceeded 311.4 billion yuan, leading new trends in service-oriented consumption
JD 11.11, with “the most products, the best price, and the best service”, not only brings consumers a “Bashi” shopping experience, but also promotes consumption improvement and expansion, providing more partners, especially small and medium businesses, Farmers continue to create value. According to data from the 2021 Jingdong 11.11 Media Open Day on November 11th, as of 14:09 on the 11th, the cumulative order amount of Jingdong’s 11.11 Global Love Season exceeded 311.4 billion yuan. Among them, JD Life Services revolves around “a quarter of an hour convenient living circle”, uses omni-channels and diversified scenarios to achieve “breaking the circle” of the existing physical product framework, and continues to promote the in-depth integration of digital services and the real economy with service-oriented consumption. Whether it is buying large items such as cars, houses, and land, or light-weight consumption such as movie tickets and flowers, users are increasingly sticking to JD.com.
“Carbon reduction” and “Coolness” lead the travel trend
As Generation Z has gradually become the main consumer, keywords such as energy conservation, environmental protection, and cool fashion have become the “keywords” for JD’s 11.11 consumption this year. From November 1st to 10th, new energy vehicle orders increased by 18 times year-on-year, and the turnover of charging equipment increased by 6 times year-on-year. In advocating the consumption concept of green and environmental protection, more consumers are buying new energy vehicles on JD.com. At the same time, a variety of domestic new energy vehicles with novel styles, outstanding shapes, complete functions and high cost performance are emerging in an endless stream. Among them, the kawaii style Wuling Hongguang MINIEV Macaron version continues to lead JD 11.11. In the face of increasing demand for cars, JD.com’s driving training services are also popular among consumers. During JD.com’s 11.11 period, the turnover of driving training increased by 400% year-on-year.
In addition to new energy vehicles, two-wheeled electric vehicles have also continued to become popular, especially in the context of the rectification and standard setting of electric bicycles in many places, and the “renewal of old vehicles” has become a demand for many consumers. On the eve of JD 11.11, JD.com reached a strategic cooperation with the Beijing Bicycle and Electric Bicycle Industry Association and launched a one-stop replacement solution for electric bicycles in Beijing. “Service” also drove the increase in sales of electric bicycles. During JD’s 11.11 period, the entire category of two-wheeled electric vehicles increased by 100% year-on-year, and brands such as Xiaodao, Five-star Diamond Leopard, Mavericks, and No. 9 all grew by more than 200% year-on-year.
In addition to the whole vehicle, in the cold winter season, auto products related to low temperature also ushered in an explosion. During JD’s 11.11 period, the turnover of wipers category increased by 150% year-on-year, and the turnover of glass water category increased by 120% year-on-year, of which the turnover of low-temperature resistant glass water increased by more than 200% year-on-year; the emergency rescue category for people’s livelihood also reached nearly 100% year-on-year . At the same time, Dunlop became the number one brand in the tire category by turnover.
JD.com can not only provide high-quality complete vehicles, motorcycles, and car accessories necessary for car maintenance, but also through the Beijing Tokyo Auto Show, which has more than 1,400 stores in 163 cities across the country, provides “online orders and offline services” ”Model, to provide car owners with efficient, unified and transparent high-quality car maintenance services. From November 1st to 10th, the order volume of the Beijing-Tokyo Motor Show increased by 235% year-on-year, and the order volume for self-operated car product installation services increased by 110% year-on-year. Increasingly perfect product and service categories, coupled with ever-increasing service density, make more and more car owners choose Beijing Tokyo Motor Show.
At the same time, consumers are increasingly demanding quality travel. During the 11.11 period of JD.com, JD.com’s business class travel air ticket sales increased by 5.6 times year-on-year, and the hotel package sales increased by 6.8 times year-on-year. Travel mode and accommodation environment have become the focus of consumer concern this year.
“Bashi” and “Taste” deepen the experience of “enjoying clothes”
On JD’s 11.11 this year, JD Life Services leveraged its online and offline integration advantages of “goods + services”, and continued to strengthen the service capabilities of the “Fifteen Hours Convenience Living Circle”, helping many convenient services such as flowers, gifts and living expenses, housekeeping cleaning and other convenient services to achieve fast delivery. , While satisfying consumers’ demand for convenient and efficient life services, it also allows consumers to get a more “bath” shopping and service experience around the community, and easily become a “Xianfu family”.
Faced with the ever-increasing consumption demand for flowers, how to keep fresh, preserve the quality, and quickly deliver the flowers to consumers is the focus of common concern for businesses and consumers. During JD 11.11, JD Flowers provided consumers with fast delivery services in the same city through more than 300,000 LBS stores across the country. The fastest order only took 11 minutes. Under the boom of “pleasant consumption”, from November 1st to 10th, over 1,000 birthday gifts of mixed and matched bouquets of JD flower designer models were sold. Obviously, even when it comes to ordering flowers, Gen Z consumers want to reflect their own personality.
Whether it is a house family or a self-pleasant group, while pursuing a higher quality of life, they are more and more willing to pay for “Xianfu”. During JD’s 11.11 period, JD’s daily housekeeping orders in Beijing increased by 5 times from the previous month. The “outsourcing” of housekeeping, laundry and other daily housework has become the mainstream daily consumption. In addition, online payment is also favored by consumers, especially in the recent cold wave, allowing more northerners to pay heating bills online through JD.com. The data shows that Shandong, Henan, Liaoning and other provinces have increased the number of orders for heating fees by more than 6 times year-on-year.
For “bulk” consumption such as buying a house and buying property, in addition to the rigid demands of housing and branding, every consumer wants to have a safe, worry-free, and secure home buying experience. From November 1st to 10th, JD Real Estate’s online house purchase consultation received more than 10,000 customers. On November 7th, on the day of the main launch of JD Real Estate, the volume of online house purchase consultations exceeded 300% in the same period last year. Offline transactions are also extremely hot. The Beijing sales team of Jingdong’s self-operated real estate has a single-day contract and subscription transaction volume of more than 20 million yuan. Among them, Xincheng Xihongyin, Heyue Chunfeng, and Zhonghai Huanyu Vision have become popular real estate buyers paying attention to.
The “leakage” of Jingdong auctions, where everything can be auctioned, is another great value shopping method for consumers this time. Data show that during JD 11.11, residential houses, land and small movable properties were the most popular judicial auction targets. Among them, Zhengzhou City’s 79,000 square meters land use rights sold for 850 million yuan became the “standard king” during JD 11.11. .
Not worthy of every love, the 2021 JD 11.11 global love season once again witnessed the vigorous enthusiasm of consumers. The rapid growth of service-oriented consumption has become a powerful supplement to the existing physical product framework, truly enabling “goods + services” to deeply meet consumer needs and conform to the consumption trend of innovation. In this 11.11 JD Life Service, relying on the advantages of omni-channels, it continues to penetrate into the “one quarter of an hour convenient life circle”, and connects all aspects of life with service-oriented consumption to satisfy people’s pursuit and love for “Bashi” life!
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