As of 23:59 on the evening of November 11, the turnover, order volume, and number of users of JD 11.11 in 2023 have all reached a new high, and the total number of viewers of JD's live broadcast has exceeded 380 million. During Jingdong's 11.11 period, beauty and skin care, jewelry, luxury products, watches and glasses, sports and outdoor, sports and fitness and other categories ushered in an outbreak, and low-priced and good things triggered a rush of consumers to buy.
Beauty products have always been a popular category for JD.com's 11.11 stockpiling, among which L'Oreal, Lancôme, Estee Lauder, Helena and other big-name beauty brands are the most popular among consumers, and Proya's turnover has increased by more than 120% year-on-year. There are also many skin care brands that have performed well, such as SkinCeuticals, Key to Skin, Shu Uemura, and Sisley, which have increased by more than 100%, and it is worth mentioning that many cutting-edge beauty brands have grown rapidly, such as Fangli's turnover increased by 380% year-on-year, and Guyu and Ximuyuan increased by more than 300%.
During the Jingdong 11.11 period, the turnover of gold, pearls, jade bracelets, agarwood and other categories increased by more than 120% year-on-year, and brands such as Chow Tai Fook, Chow Tai Sheng, Chow Sang Sheng, Saturday Fu, Tahiti, 7000, AGATHA, Su Xiaobei, and Yueyin Baichuan increased by more than 150%, and the cumulative sales of Chinese zodiac products in the Year of the Dragon exceeded 400,000 pieces. At the same time, during the Jingdong 11.11 period, the Jingdong jewelry procurement and sales live broadcast room brought consumers real cheap and good goods with 0 pit fees, 0 commissions and supply chain advantages, and the live broadcast turnover on the station accounted for 5 percentage points of the overall market.
With the gradual improvement of quality consumption ability, luxury products have been loved by more and more consumers. During JD.com's 11.11 period, the overall turnover of top luxury categories increased by more than 3 times year-on-year, of which the turnover of DIOR, TIFFANY, BOTTEGA VENETA increased by more than 4 times year-on-year, and Valentino increased by more than 6 times. Many popular luxury products have become popular products, such as BOTTEGA VENETA's men's leather belt, which has increased by more than 5 times month-on-month, and GUCCI Horsebit 1955 series handbags have increased by more than 3 times month-on-month. In addition, there are many big-name luxury brands that have ushered in explosive growth, with the turnover of luxury brands such as Mackgae, Maison Margiela, GENTLE MONSTER, Qeelin, and Stone Island increasing by more than 100% year-on-year. 4 hours before 8 p.m. on October 31, the turnover of Salvatore Ferragamo's double-sided adjustable GANCINI belt increased by 317% year-on-year; Sales of MCM Cognac Mini Basket Bags increased by 171% year-on-year.
Watches and glasses are also one of the high-growth categories in 11.11, of which the turnover of watches and glasses such as gold watches, women's watches, smart watches, and ski goggles increased by more than 130% year-on-year. The turnover of watch and eyewear brands, including Breitling, Davena, Ray-Ban, Bright Moon Lenses, Banana and Tyrannosaurus, increased by more than 100% year-on-year, of which the turnover of Remanos increased by 320%, Zeiss increased by 220%, and Cipnik Gold increased by 40 times. At the same time, Jingdong 11.11 also helped the sales growth of the industrial belt, with the turnover of watches in the Guangzhou-Shenzhen industrial belt increasing by 200%, and the Danyang industrial belt glasses increasing by 150%.
In addition, Jingdong's 11.11 low-priced good things triggered a rush of consumers to buy, as low as 9.9 yuan of free shipping watch turnover increased by more than 10 times year-on-year, as low as 199 yuan of wood 90 glasses, turnover increased by more than 5 times year-on-year.
With the popularity of outdoor sports such as cycling and skiing, during Jingdong 11.11, outdoor sports equipment also ushered in a wave of consumption boom. It is reported that the turnover of road bikes increased by more than 3 times year-on-year, and cycling clothes, wearable equipment, and bicycle accessories increased by 150% year-on-year. Winter is a good time for skiing, with turnover increasing by 150% year-on-year. Among them, ski apparel increased by 200% and ski equipment increased by 130%. The turnover of ski "dark horse" brands NITRO, TERROR, Flow Theory and SURPINE increased by more than 7 times year-on-year, OAKLEY increased by 4 times year-on-year, Decathlon, Giant and Rock Brothers increased by 3 times, and Xidesheng and BURTON increased by more than 100%.
After the beginning of winter, the weather gets colder, in addition to outdoor sports, many people choose to exercise indoors, so it also drives the growth of consumption of yoga equipment, fitness equipment, and ball supplies. According to statistics, during Jingdong's 11.11 period, the turnover of yoga dance category increased by 200% year-on-year, yoga T-shirts increased by 300%, yoga underwear increased by 200%, the turnover of sports brand Lululemon increased by 260% year-on-year, and the fitness equipment brand Westinghouse increased by more than 200%. Badminton is also a very popular winter indoor sport, and the Li-Ning Thunder 80 badminton racket is the most popular among consumers.