The total amount of transactions and sales during the June 18th, or 618, sales event at JD.com were worth nearly $30 billion! The biggest drivers of success of this sales breakthrough were the introduction of new and exciting products to the Chinese market. Introduction of luxury products were also especially exciting. Jingdong was especially focused on the adding new products for this sale and beyond. Several fashion brands and other luxury companies have exclusive stores within the Jingdong website interface. This increases the relationship between customers and these brands, while also generating excitement. Transaction volume and growth during this massive sales event were primarily focused on cities and historically low-growth cities.
Over 100 million users were involved in the two major, recent Jingdong campaigns. These campaigns also help users work together and win prizes for the entire city. This is a unique marketing campaign and strategy in the Chinese market, but the success of it speaks for itself. There were several companies that recently launched on the site for the 618 sales even. Prada, Miu Miu, and Car Shoes were all added to flagship stores within JD.com. These Prada Group companies have similar goals to JD.com and partnering with JD.com allows Prada to increase its online presence and sales. There were also a ton of exclusive deals made available during the promotion for JD Plus Members.
These deals include privileges at hotels worldwide and discounts at several different brands at boutiques. For this first time, these benefits are expanding outside of China, making a JD Plus Membership even more valuable. The technology and logistical network utilised by JD.com allow for the success of the sales event. Fulfilment centres send most orders within 24 hours of receiving them – meaning that customers get their orders incredibly quickly. JD.com also has a smart customer service robot and during 618, it answered more than 30 million questions from customers. Most of the questions were answered by the robot without human intervention. This greatly helps JD.com as it allows for human workers in the customer service department to focus on more serious issues. Overall, the 618 was a smash-hit for Jingdong.