To all winds to spite: results of sale 11.11
Sale 11.11 , dedicated to International Shopping Day and Chinese Bachelor's Day, was not easy in every sense of the word. Frankly speaking, the flow of orders exceeded all our expectations and we even thought a little whether the treasured four units would turn into the scary mystical four for the JD.COM team. The joy of the volume of orders was replaced by despair from the shaft of user requests, but we survived, managed, sent out orders and even managed to summarize the 11 hot days of November. And the results are really impressive.
At the time of the end of the promotion on November 11 (00: 00-24: 00), the total recorded number of orders exceeded 32 million. In total, from November 1 to November 11, JD.COM users placed more than 100 million orders, which is 130% more compared to last year. The volume of trade during this period increased by 140%.
As you know, today in a consumer society, a purchase decision is made depending on the characteristics of the product, its quality, reviews by the owner and brand reputation. We had no doubt that JD.COM customers had carefully prepared for the sale - this is evidenced by the statistics on the distribution of orders by brand. JD always supports original brands and quality products, so our site was able to satisfy the most demanding requirements.
This year, together with more than 100 of the largest brands, JD.com implemented the concept for a better consumer experience “Quality 11.11” and merged brands on its own website “Union of quality purchases”. Speaking of general trends, it is worth noting the leadership of branded products in the total volume of orders.
This year, on the Day of Bachelors, JD.com users preferred products from the categories of clothing and household goods - the total number of orders exceeded 13 million, which amounted to about 40% of sales on November 11th. In 2015, JD.com made a bet on expanding the range in these categories, taking into account the growing interest from the consumer audience.
In the period from November 1 to 11, the traditionally high level of sales was also maintained by electronics - mobile phones, digital cameras, computer equipment - more than 28.5 million units sold, including 2 870 000 units - mobile phones.
Also 11.11 in the category of consumer electronics (household appliances) there was a twofold increase in order volumes compared to last year. Sales of televisions increased by 170%, refrigerators and washing machines - by 180%, dishwashers - by 430%, air purifiers - by 240%, sales of robotic vacuum cleaners increased by 3 times.
It would be incredibly troublesome to measure sales records in parrots, we decided to take larger values. In the Chinese market, JD.com is the only e-commerce company that has managed to create its own unique, in terms of scale and applied technologies, logistics system, thanks to which many customers who place an order on the morning of November 11 received their goods in the second half of the same of the day. And this logistics has generated incredible values! It is estimated that only 11.11 JD.com delivery employees traveled 48 million km, and the total cargo weight was about 80,000 tons. That is, couriers in one day walked about 62.5 times from the Earth to the Moon and back and carried, transported, dragged 11,428 of the most weaned, heavy elephants.
However, the matter was not limited to walks to the Moon - orders came from all parts of the world and now they have to travel long distances. Sales on JD Global from November 9 to 13 received a wide response from buyers from different countries. Already on the first day of sales, November 9, the number of orders on foreign sites of JD.com exceeded 300,000, orders were issued from dozens of countries, but the Russian market and the markets of the CIS countries became key - their share was about 80%.
This was our first experience of a grand sale in Russia. It turned out to be not the easiest. We took into account the multidirectional responses of thousands of users and we know that there is still a lot of work ahead, and the next holidays are just around the corner. This time, electronics brands have become the sales leaders - among them international companies were represented - Xioami, WileyFox, OnePlus, Nubia, Zopo. This category accounted for about 50% of all orders.
The first goods purchased by Russian buyers on JD.ru on the day of sales have already begun to arrive in Russia. JD delivers goods together with its logistics partners, Russian Post and SPSR Express.
It seemed to us that such gift-sending traffic could scare any company. But the Russian Post is not accustomed to such loads - each year it delivers more than 2.5 billion letters and about 140 million parcels. By the time of the Bachelor’s Day, the entire mail arsenal had to be brought to full combat readiness:
By the way, the center for issuing and receiving parcels is a new format for receiving, processing and issuing parcel mail. For the convenience of customers, the centers are located in a special dedicated room, where operations are carried out only with parcels. Here you can send and receive domestic and international parcels, small packages, EMS items. The work of the Center is arranged carefully: all received mail items - parcels and small packets - are registered in the information system, where the shelf number and storage location in the pantry are recorded. This registration method allows the operator to find the shipment as quickly as possible by reading the bar code on the client’s notice with a special scanner. Parcels and small packages for sending are registered in the same way.
We admit, we did not expect such colossal numbers. Collecting statistics and taking data, we recalculated zeros several times, not believing our eyes. Such information can only speak about one thing - we succeeded. We secured the trust of the Russian segment and now we have no way back. Ahead is the New Year, Christmas, the old New Year, the Chinese New Year and many more wonderful national and international occasions to give presents. We have no time for respite. We continue to work for you.
At the time of the end of the promotion on November 11 (00: 00-24: 00), the total recorded number of orders exceeded 32 million. In total, from November 1 to November 11, JD.COM users placed more than 100 million orders, which is 130% more compared to last year. The volume of trade during this period increased by 140%.
Brands in trend
As you know, today in a consumer society, a purchase decision is made depending on the characteristics of the product, its quality, reviews by the owner and brand reputation. We had no doubt that JD.COM customers had carefully prepared for the sale - this is evidenced by the statistics on the distribution of orders by brand. JD always supports original brands and quality products, so our site was able to satisfy the most demanding requirements.
This year, together with more than 100 of the largest brands, JD.com implemented the concept for a better consumer experience “Quality 11.11” and merged brands on its own website “Union of quality purchases”. Speaking of general trends, it is worth noting the leadership of branded products in the total volume of orders.
- Among the electronics brands, Apple, Huawei, Xiaomi, Samsung, Meizu have become the most popular.
- In the category of household goods - Midea, Philips, Haer, Hisense, Gree.
- In the fashion category, during the 11.11 sales, the key brands were Adidas, New Balance, Columbia, The North Face, ANTA.
- By distribution of orders by brands, it becomes obvious that in all segments certain brands are winning Chinese brands that have already managed to show themselves in real conditions and get a credit of customer confidence.
This year, on the Day of Bachelors, JD.com users preferred products from the categories of clothing and household goods - the total number of orders exceeded 13 million, which amounted to about 40% of sales on November 11th. In 2015, JD.com made a bet on expanding the range in these categories, taking into account the growing interest from the consumer audience. In the period from November 1 to 11, the traditionally high level of sales was also maintained by electronics - mobile phones, digital cameras, computer equipment - more than 28.5 million units sold, including 2 870 000 units - mobile phones.
Also 11.11 in the category of consumer electronics (household appliances) there was a twofold increase in order volumes compared to last year. Sales of televisions increased by 170%, refrigerators and washing machines - by 180%, dishwashers - by 430%, air purifiers - by 240%, sales of robotic vacuum cleaners increased by 3 times.
Strange units
It would be incredibly troublesome to measure sales records in parrots, we decided to take larger values. In the Chinese market, JD.com is the only e-commerce company that has managed to create its own unique, in terms of scale and applied technologies, logistics system, thanks to which many customers who place an order on the morning of November 11 received their goods in the second half of the same of the day. And this logistics has generated incredible values! It is estimated that only 11.11 JD.com delivery employees traveled 48 million km, and the total cargo weight was about 80,000 tons. That is, couriers in one day walked about 62.5 times from the Earth to the Moon and back and carried, transported, dragged 11,428 of the most weaned, heavy elephants.
However, the matter was not limited to walks to the Moon - orders came from all parts of the world and now they have to travel long distances. Sales on JD Global from November 9 to 13 received a wide response from buyers from different countries. Already on the first day of sales, November 9, the number of orders on foreign sites of JD.com exceeded 300,000, orders were issued from dozens of countries, but the Russian market and the markets of the CIS countries became key - their share was about 80%.
This was our first experience of a grand sale in Russia. It turned out to be not the easiest. We took into account the multidirectional responses of thousands of users and we know that there is still a lot of work ahead, and the next holidays are just around the corner. This time, electronics brands have become the sales leaders - among them international companies were represented - Xioami, WileyFox, OnePlus, Nubia, Zopo. This category accounted for about 50% of all orders.
Delivery rate
The first goods purchased by Russian buyers on JD.ru on the day of sales have already begun to arrive in Russia. JD delivers goods together with its logistics partners, Russian Post and SPSR Express.
It seemed to us that such gift-sending traffic could scare any company. But the Russian Post is not accustomed to such loads - each year it delivers more than 2.5 billion letters and about 140 million parcels. By the time of the Bachelor’s Day, the entire mail arsenal had to be brought to full combat readiness:
- about 42 thousand post offices throughout the country
- dedicated windows for issuing and receiving parcels in more than 1600 branches
- 6,000 branches with integrated address storage
- 180 centers for issuing and receiving parcels (CVPC) in 39 cities of Russia.
By the way, the center for issuing and receiving parcels is a new format for receiving, processing and issuing parcel mail. For the convenience of customers, the centers are located in a special dedicated room, where operations are carried out only with parcels. Here you can send and receive domestic and international parcels, small packages, EMS items. The work of the Center is arranged carefully: all received mail items - parcels and small packets - are registered in the information system, where the shelf number and storage location in the pantry are recorded. This registration method allows the operator to find the shipment as quickly as possible by reading the bar code on the client’s notice with a special scanner. Parcels and small packages for sending are registered in the same way.
We admit, we did not expect such colossal numbers. Collecting statistics and taking data, we recalculated zeros several times, not believing our eyes. Such information can only speak about one thing - we succeeded. We secured the trust of the Russian segment and now we have no way back. Ahead is the New Year, Christmas, the old New Year, the Chinese New Year and many more wonderful national and international occasions to give presents. We have no time for respite. We continue to work for you.