Jingdong 11.11, which opened at 8 p.m., as of 14:09 on November 11, the cumulative order amount exceeded 311.4 billion yuan. Behind the numbers is the value that JD 11.11 continues to create in promoting consumption improvement and expansion, allowing consumers to go to a better life, allowing industry partners to reduce costs and increase efficiency, and enjoy the benefits of digital technology.
This year, on JD 11.11, consumers who love sports, fitness and outdoor sports have become one of the main consumer groups. Under the attraction of the massive high-end goods and the release of heavy preferential benefits organized by JD Sports, they have demonstrated unprecedented consumption power. This also indicates that our people are paying more and more attention to physical exercise and responding to the call of the national fitness program.
Domestic products are burning, women prefer Li Ning and Xiabu for yoga products
In recent years, local sports brands have continuously narrowed the gap with international brands in terms of product design and technological innovation. Local sports brands, relying on their representation and inheritance of the Chinese sports spirit, are becoming the vanguard of the rise of domestic products. In this year’s JD Sports 11.11, female users showed strong spending power, and showed enough love for domestic brands in terms of their favorite yoga items. Two hours before the climax of 11.11 on JD.com, the turnover of Li Ning yoga supplies increased by about 10 times year-on-year. Not only Li Ning, but Ai Xiabu is also very popular, both of which are in the forefront of domestic brands in the yoga and dance category.
Outdoor sports are becoming more professional, and high-end products are more recognized
Because of the dual attributes of physical education and tourism and leisure, outdoor sports have gradually set off a trend. On weekends and holidays, more and more white-collar workers choose to go outdoors with their family and friends to get close to nature. As the outdoor sports scenes that people participate in become more and more abundant, the threshold is higher and higher, and the requirements for equipment are becoming stricter. Therefore, the promotion of professional and high-end sports outdoor products is favored by more users. In the 10 minutes since the climax of 11.11 on JD.com, whether it was a 100% year-on-year increase in the turnover of professional running shoes or a 120% year-on-year increase in the turnover of sports plus velvet sweaters and trousers, it demonstrated that sports enthusiasts value professional equipment. The official flagship store of DESCENTE, a high-end sports shoes and apparel brand, had a turnover in the first 2 hours that surpassed the entire day on the 11th of last year.
In traditional outdoor sports, cycling is still the best choice for the public because of its less restrictive and good exercise effect. In the 10 minutes before the climax of JD Sports‘ 11.11 sales day, the turnover of cycling brand Xi Desheng increased by 100% year-on-year; the turnover of cycling brand Giant increased by 50% year-on-year.
Young people favor street culture, and folklore movements are bursting with vitality
The younger generation is the main force of sports consumption and an important part of the national movement. However, unlike other groups of people, the younger generation showed obvious project preferences and showed more interest in extreme sports and street pop culture. This also reflects the sporting outlook of the younger generation of our country that is more individual and more willing to challenge. Four hours before the climax of 11.11 on JD.com, the turnover of REBUILD, a roller skating brand of JD Sports, increased by 150% year-on-year.
The younger generation prefers challenges and adventures, while older sports enthusiasts are more and more interested in folk sports and daily sports. It is a symbol of cultural confidence and national confidence, and it is also a manifestation of conscious participation in national fitness. Under the guidance of the National Fitness Program, traditional folk sports have also set off a new upsurge, which not only enriches people’s leisure life, but also allows better inheritance of Chinese traditional culture. In the 10 minutes before the climax of the Jingdong movement, the sales of folk sports goods were eye-catching, and the turnover increased by 90% year-on-year. The turnover of the 75 smart rope skipping group increased by 700% year-on-year, and the turnover of the table tennis brand Pisces increased by 100% year-on-year. The turnover of shuttlecock, tug-of-war rope, and whip all increased by 80% year-on-year.
As a new entity company with the genes and attributes of the entity enterprise, and possessing digital technology and capabilities, JD.com is giving full play to the growth efficiency of the new entity enterprise to meet the needs of consumers while contributing to the high-quality growth of the real economy. JD Sports is taking the initiative to assume its social responsibilities, deeply practicing “You only care about sports, the rest will be handed over to JD”, making the entire JD 11.11 a guarantee for all citizens to participate in sports, and helping Chinese consumers to have better physiques and a richer sports life.Return to Sohu to see more
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