Lower-tier cities tend to be a key area of JD’s growth, driving new customer involvement during Singles Day
JD.com reported a Singles Day total transaction volume of around $29.1 billion (RMB 204.4 billion) for the 11-day sales event. JD has been investing in lower-tier cities’ consumption for years, so it managed to establish a nationwide logistics network. Lower-tier cities tend to be a key area of JD’s growth, driving new customer involvement during Singles Day. The most preferable items among consumers from lower-tier cities were home appliances, mobile phones, desktops, sports, baby, and maternal products.
It is important to mention Jingxi, a specific strategy focused on providing this demographic with good value quality products, as well as further development of our logistics to provide rapid and trustworthy delivery. Jingxi helps to establish better engagement with consumers in lower-tier cities and increase new customer growth. During the Singles Day promotion season, nearly 40% of new customers to JD came from Jingxi, while over 70% of Jingxi users came from lower-tier cities.
JD PLUS premium program members are attracted to new and higher quality products, with one member’s purchase reaching almost $67.000 (RMB 467.000).
JD offered product-specific coupons, category-specific coupons, channel-specific coupons, store-specific/brand-specific coupons, and cross-category coupons.