The 618 Shopping Festival just ended has left the vast number of consumers still in their minds. The war reports released by major e-commerce platforms highlight the strong momentum of consumption "Renaissance". According to the data monitoring and research organization, otel consulting, during 618, clothing, footwear, knitwear and textiles ranked first among the top 5 industries in terms of retail sales, gold, silver and jewelry ranked among the top 5 industries in terms of year-on-year growth in retail sales of the whole network, which fully ignited the enthusiasm for consumption. During the period of Jingdong 618, from cooperating with nearly 100 well-known clothing brands at home and abroad, starting the online otellist sales clearance promotion, to the overall platform of more than 10 billion subsidies and more than 100 billion discounts, Jingdong took a series of supporting measures to help the major brands recover their blood quickly.
Relying on the supply chain, logistics and other hard core core capabilities, Jingdong 618 has awakened the "sleeping" purchasing power, and consumers have refreshed the sales performance of the clothing industry with super strong consumption strength. Clothing, bags, watches and other categories of international brands are hot sales, gold, investment gold growth is obvious. According to the survey, the most reliable service platforms for consumers, such as Jingdong Logistics and Nandong logistics, were the most reliable service platforms. With the trust of users and strong comprehensive strength in channels, sales and marketing, Jingdong can create a growth point for the brand to reverse the trend.
In the first quarter of this year, under the situation of the epidemic situation superimposed on the off-season of the industry, the number of active users of Jingdong increased by 25 million. During 618, nearly 400 million high-quality customers were transformed into strong consumption strength, which laid a solid foundation for the sales of clothing brands. In the first 30 minutes of June 18, the turnover of sunscreen clothing, sunglasses, sunshade caps, ice sleeves and other sunscreen products increased by 120% year-on-year, the turnover of BM style women's wear increased by 200%, and the turnover of overall body shaping and body building products increased by 638% year-on-year. On June 18, the turnover of silk pajamas increased by 235% year-on-year, the turnover of men's wear increased by more than 80%, and polo shirts and shorts increased significantly. It can be seen that Jingdong has become an indispensable platform for consumers to buy clothing, whether it is daily clothing or seasonal wear.
As the first global Mid Year Shopping Festival after the epidemic, Jingdong 618 has more fully ignited the enthusiasm for high-quality consumption. From 0:00 on June 1, 2020 to 24:00 on June 18, 2020, the total amount of orders placed by Jingdong platform exceeded 269.2 billion yuan, setting a new record, which is inseparable from the reinforcement of international brands. On June 18, the turnover of international clothing brands increased by 50% year-on-year. Jingdong's high-quality customers' pursuit of quality life has helped more international brands to seize the Chinese market. Brands such as Tommy, CK, lacoste, ports, Tumi, Raymond, tisso, Mido, Hamilton and radar have entered more and more Chinese consumer families through Jingdong. All day on June 18, Chopin's turnover reached 10 times that of the same period last year. At the end of May, Breitling, who had just settled in Jingdong, entered the Swiss watch category in the first 618. Fashion watches also performed well, with the turnover of coach watches exceeding 600% year-on-year.
Aiming at consumers' enthusiasm for value preservation products during the epidemic period, Jingdong united with gold jewelry brand launched new products and issued 618 Juhui gift packs to refuel the booming gold consumption. During 618, the turnover of gold jewelry increased by more than 100% year on year, becoming one of the most popular categories among consumers.
During the 618 period, Jingdong led Guochao's return to the ancient style, and remodeled the image of "light of domestic products" in the eyes of consumers through topic marketing such as Guochao and cultural innovation. Guochao marketing also led to the sales of bracelets and bracelets. On June 18, the turnover of bracelets increased by more than 150% year-on-year. Guochao and personalized design styles are more popular with young users.
Looking back on Jingdong 618, which is more than half a month old, we can find that the clothing category shows an overall outbreak trend, releasing the overstocked consumption potential energy, leading the consumption upgrading, and also helping the major brands to accelerate the recovery.