On October 14th, the "Jingdong 11.11 is cheap and good" press conference was officially held. At the press conference, JD.com released the 6 major consumer keywords with the highest consumer vote, including "cross-border co-branding", "Hualiu is the top stream", "omnipotent AI", "cheap and good replacement", "old and young", "old for new". In response to the above 6 keywords, the conference also invited representatives of brands such as Lenovo and Hisense Group, ambassadors of China's textile intangible cultural heritage Miao embroidery, and new farmers from Menglian County, Pu'er City, Yunnan Province as trend witnesses to share the latest consumption trends in their eyes.
Combined with the above 6 major consumer keywords,Jingdong procurement and marketing also opened a cool catwalk at the press conference,Showing consumers Feizhi Octopus4Black Myth Wukong co-branded gamepad、Hisense100E8N UltraBlack Myth Wukong official custom TV、LenovoYogaNew AI notebook、Apple Vision Pro、Lamborghini co-branded ice and fire tons and tons of barrels、Shangjiukai Song Jin's new Chinese vest、HECO New Chinese Bamboo Hidden Horse Face Skirt、Mao Geping Luxury Caviar Mask、 Three Squirrels Jingmi's co-branded macadamia nut, Omron atrial fibrillation blood pressure monitor and other more than 30 "heartbeat" trend goodies.
Jingdong procurement and sales at the 11.11 press conference to show the "heartbeat" trend of good things
On the day of the grand opening of the "Jingdong 11.11 cheap and good" press conference, Jingdong 11.11 was also on sale at 8 o'clock in the evening, bringing a direct drop to the whole site, an additional subsidy of 60 yuan per day, and multiple discounts such as 50 yuan for every 300 yuan across stores, more than 1 billion new products, massive brands and industrial belt factories directly supply good goods ready to go, as well as more than 100 industry firsts and unique services, escorting consumers' "cheap and good" shopping experience.
"Cross-border co-branding" becomes a traffic password to establish a deeper emotional link with users
Cross-border co-branded products are leveraging a larger market space. According to the data, from January to September 2024, the number of JD.com's co-branded 3C digital products increased by 146% year-on-year, and the sales of co-branded household products, household appliances, and beauty and skin care products increased by more than 1 times.
As one of the most popular IPs this year, "Black Myth: Wukong" has cooperated with different brands to launch a number of cross-border co-branded products, which triggered a rush to buy as soon as it was launched. From the evening of August 19th to August 20th, the turnover of JD.com's "Black Myth: Wukong" official co-branded IP exceeded 15 million, and the transaction volume of gamepads increased by more than 7 times year-on-year.
Black Myth Wukong Mandate of Heaven live interpretation
At the press conference, Jingdong procurement and sales joined hands with "Black Myth Wukong Destiny People" to display the Zhizhi and Black Myth Wukong co-branded SSD, Jikaos Industry and Black Myth Wukong co-branded version of the "Heart Ape" T-shirt, Hisense and Black Myth Wukong official custom TV, etc., which are the popular good things under the trend of "cross-border co-branding". It is reported that this year, Jingdong 11.11 has also prepared more high-quality and affordable game hardware and IP co-branded products for consumers, and the highest subsidy for buying 3C digital is 2000 yuan.
"Hualiu is the top stream", domestic brands are gaining more attention
In recent years, the trend of national style has become popular all over the world, not only setting off a boom in the domestic market, but also showing a strong influence in the world. According to the data, on JD.com, from January to September 2024, the turnover of clothing categories such as new Chinese style and Hanfu increased by more than 100% year-on-year, the sales of cultural and entertainment products increased by more than 45%, and the sales growth rate of domestic beauty brands was 3 times that of international brands, vividly interpreting the strength of "Hualiu is the top stream".
Gu Axin, a witness to the trend of "Hualiu is the top stream" and the promotion ambassador of China's textile intangible cultural heritage Miao embroidery, said that this year, with the full support of Jingdong, the "Gu Axin" brand has achieved the achievement of making the "Gu Axin" brand from a niche brand in Miao Township to the world stage. "Jingdong Apparel has not only built a platform to showcase the beauty of Chinese culture, but also invited us to participate in this year's London Fashion Week in September to jointly show the unique charm of national fashion design on the international stage, and also provide all-round support in brand building and marketing."
The Gua Xin team brought the catwalk performance of "Gu A Xin· Gao Ding in the Mountains".
At the press conference, the Gu Ah Xin team presented a beautiful catwalk performance of "Gu Ah Xin's · Gao Ding in the Mountains", showing the Miao embroidery costumes that integrate traditional Miao elements and modern design. Jingdong also displayed the Buddha Bodhi car pendant of Putuo Mountain, the 70th anniversary edition of "Journey to the West" and other national fashion products that are deeply loved by consumers at the press conference.
"Omnipotent AI" provides consumers with a more comfortable product experience
This year can be described as the first year of AI intelligent hardware, from mobile phones to PCs, AR glasses, TVs, refrigerators, cars, as well as various home robots and various products, a large number of products have begun to deeply integrate the latest generative AI technology to provide consumers with a more comfortable experience. According to JD.com data, since the beginning of this year, the sales of AI mobile phones have increased by more than 3 times, and the sales of digital products and home appliances with AI functions have also increased by more than 1 times.
At the press conference, Chen Xuegui, general manager of Lenovo China's Consumer Internet Service Division, said as a witness to the trend of "omnipotent AI": "Lenovo Yoga, Rescuer and other AI PC products have been on sale for more than 4 months, and 20% of Lenovo's sales on JD.com are AI PC notebooks, and it can be seen that users are very interested in such innovative products." I see that there are many interesting new products on Jingdong,For example, there are AI intelligent focus、Voice control dash cam,Pocket electronic AI pets, etc.,We feel the omnipotent AI,It is also really standing at the starting point of the full outbreak of AI terminals。 ”
Chen Xuegui, general manager of Lenovo China's Consumer Internet Service Division, delivered a speech on the spot
It is reported,Jingdong 11.11 Officially launched at 8 o'clock tonight,Lenovo and Jingdong together to bring excellent performance、Selected good goods at affordable prices,Buy PC products can also enjoy up to 2000 yuan government subsidies in many places,Let everyone really have a value-for-money experience。
Daily consumption pursues quality-price ratio, and "cheap and good replacement" has become a trend that cannot be ignored
Nowadays, consumers will not blindly follow brands and high prices, but pursue more quality-price ratios. Data shows that in the past year, the number of product purchase users of Jingdong's 9.9 free shipping channel has increased by more than 3 times; at the same time, JD's own brand represented by Jingdong has served 170 million buying users, linking nearly 100 consumer core industrial belts across the country;
As a witness to the trend of "cheap and good replacement", Da Meng, a new farmer in Menglian County, Pu'er City, Yunnan Province, said that domestic high-quality fruits can be understood by more consumers, which is inseparable from the support of JD.com, "Over the years, the procurement and sales team of JD Supermarket has directly sourced and helped us sell higher quality and cheaper avocados to the whole country." ”
Dameng, a new farmer in Menglian County, Pu'er City, Yunnan Province, gave a speech on the spot
At present, it is the season for domestic avocados to be listed, and it coincides with Jingdong 11.11, in the source direct supply chain model, coupled with Jingdong's 10 billion subsidies, seckill, 9.9 free shipping and other resources, more consumers can visit Jingdong to buy "cheap and good" avocados.
Silver-haired people are jumping out of the "social clock" and colliding with the current popular elements
The consumption of middle-aged and elderly people has shifted from "exclusivity" to "agelessness", and more and more elderly people have begun to pursue the same trendy fashion lifestyle as young people. According to the data, the amount of Polaroid purchased by the silver haired group on JD.com increased by 165% year-on-year, the amount of makeup experience packaging increased by more than 10 times year-on-year, and the number of electronic moxibustion devices purchased increased by more than 1 time year-on-year.
At the press conference, Yang Mingjiang, director of the Friends of Latin America Choir, a witness to the "old and young" trend, said: "The trend not only belongs to young people, but also to those of us in the third age group. On the Jingdong APP, from daily necessities to health care, from home environment to leisure and entertainment, there are all kinds of trendy products suitable for our silver-haired people. At the same time, the grandmothers of the Friends of Latin America Choir showed the audience the RingConn smart ring, Omron atrial fibrillation blood pressure monitor U738T, Yilunt foldable crutches, Move Free carrotidium chondroitin green bottle, Lin's home Wang Yibo's bag chair, Lukfook Jewellery Fuman heirloom flower lock and other fashionable and trendy products, declaring themselves "young and fashionable" in a unique way.
The Friends of Latin America Choir showcased JD.com's 11.11 "Heartbeat" goodies through dance
It is reported that this year's Jingdong 11.11, Jingdong buy drugs with cashback and 5% off; Drugs and health products can be bought with confidence, and they can be replaced free of charge when they expire; 365 days of health equipment, only replacement but not repair; There are also 5% off coupons for clothing, 1 yuan a day to buy big-name beauty, etc., "silver-haired people" can buy with confidence and shop to their heart's content.
More people are embracing the circular economy and "trade-in" to drive large-scale replacement consumption
Recently,A new round of national-level home appliance trade-in subsidy activities is in full swing,"Trade-in"Trend witnessSong Jianwen, general manager of the online development business group of Hisense's China marketing headquarters, said at the press conference,"I have seen the news about the national subsidy in almost all channels,Coupled with the word of mouth of the people,Let me personally feel that this trade-in subsidy is really out of the circle。 ”
Song Jianwen, general manager of the online development business group of Hisense China's marketing headquarters, delivered a speech on the spot
According to reports,Since the launch of the national supplement,Hisense brand sales in Jingdong increased by more than 100% year-on-year,Sales of popular single productsE5N-Pro series exceeded 50,000 units,Rongsheng517、526、465 and other explosive sales have exceeded 10,000 units。 The sales of the new air conditioner Xiaoyang Bar X3 increased by 120% month-on-month with the help of national subsidies.
At the same time,Jingdong home appliances and home furnishing procurement and sales also recommend a variety of heart-warming things that can enjoy trade-in subsidies for consumers,Including Hisense85E7N SUPER PICTURE QUALITYMINI LED TV、RONGSHENG526IDP double net double system refrigerator、Casarte starry sky unbounded477L refrigerator、Midea1.5HP Fengzun second-generation PRO air conditioner、Boss Light and Shadow M2Ultra-thin near range hood、Gree3HP national wind cabinet machine、TCL 85Q9K Mini LED TV、Siemens636 pro dishwasher, etc。
At 8 p.m. on October 14th, Jingdong 11.11 spot sales, buyers of electrical appliances and computers on Jingdong can enjoy a 20% discount on government subsidies, a maximum of 2000 yuan off a single product, and a 5% discount coupon for clothing, 1 yuan a day to buy big-name beauty ...... Jingdong 11.11, open on time at 8 o'clock tonight, see you or leave!