Source/Photo courtesy of interviewee
Xinmin Evening News (Reporter Jin Zhigang) As a warm-up “program” of the “May Five-Year Shopping Festival” and the most important shopping carnival in the field of instant retail, Dada Group’s platform Jingdong Dajia 4.15 anniversary released a war report on April 19: during the promotion period, platform sales reached 2.3 times in the same period last year; “1 hour delivery” not only fresh food, moving towards the whole category, mobile phones, digital, mother and baby, home appliances, personal cleaning, sports outdoor, office supplies and other categories, have more than doubled sales growth.
The consumption mode of “mobile phone order, 1-hour home delivery” is accelerating the evolution of “breaking the circle” in the direction of all regions, all customer groups and all categories. This year’s 4.15th anniversary of JD.com’s home coverage of about 1,400 counties, districts and cities across the country for the first time, double the number last year. While rapidly sinking more lower-tier cities, the platform also incorporates more multilateral and distant regions and groups of people into the service map, including Dandong in Liaoning, Urumqi in Xinjiang, Hohhot in Inner Mongolia, Zhongwei in Ningxia, and Xining in Qinghai for the first time.
Data shows that more than 90% of the lower-tier cities where JD.com’s home platform has been online for one year have more than doubled their sales during the promotion period compared with last year. Third- and fourth-tier cities such as Leshan in Sichuan, Wuhu in Anhui, Yichang in Hubei, Yancheng in Jiangsu and Xiangtan in Hunan have increased their sales by more than 7 times year-on-year. This shows that instant consumption is becoming the daily choice of more and more residents in lower-tier cities, releasing strong consumption vitality.
What are the products that “small-town youth” are willing to buy in the “1-hour delivery” method? The answer may also be somewhat unexpected. The data shows that consumers in lower-tier cities do not only value low prices, they are increasingly diversifying the goods they buy through instant consumption, and show a transformation from demand-based consumption to quality-based and enjoyment-oriented consumption. Mobile phones, Bluetooth headsets, data cables and other accessories, body lotion, hand cream, essential oils and other body care products, diapers, baby wipes and other baby products, VC, calcium tablets and other health care products, as well as liquor, adult milk powder and other categories, sales increased by more than 6 times compared with last year.
For the retail industry, JD.com’s 4.15th anniversary promotion, which links more than 100,000 offline retail stores and tens of millions of active consumers, has also become a new engine to promote the digital transformation of traditional retail enterprises and the omni-channel sales growth of many FMCG brands. Wal-Mart continued to win the sales champion of chain supermarket merchants, among which the sales of high-frequency consumer goods such as mother and baby, snacks and other high-frequency consumer goods increased significantly, more than three times that of the same period last year; The sales of Yonghui Supermarket in lower-tier cities were 5.5 times that of the same period last year; the sales of China Resources Vanguard reached 2.7 times that of the same period last year; the sales of BBK reached 5.4 times that of the same period last year, 4.8 times that of Lotus, 4 times of Huaguan, and more than 6 times of Jiajiayue; the top 100 newly cooperated supermarkets represented by JiaRong Supermarket and Huangshang Supermarket, the peak daily sales of the promotion also had a three-digit increase compared with last year’s “Double 12”.