On November 12th, Red Star Capital Bureau learned from JD.com that as of 23:59 on November 11th, 2024, the number of shopping users on JD.com's Double Eleven shopping festival has increased by more than 20% year-on-year, and the number of live streaming orders for JD's procurement and sales has increased by 3.8 times year-on-year.
Among them, the transaction volume of over 17000 brands increased by more than 5 times year-on-year, and the transaction volume of over 30000 small and medium-sized merchants increased by more than 2 times year-on-year.
In terms of categories, during this year's Double Eleven, the transaction volume of JD down jackets, assault jackets, and thermal underwear doubled year-on-year; The transaction volume of 519 home appliance categories, including vacuum cleaners, dryers, etc., increased by 200% year-on-year, and the transaction volume of multiple AI hardware categories such as AI computers and AI phones exceeded 100%; JD's car charging pile sales increased by 95% year-on-year; Starbucks' overseas imported coffee beans and Zehe coffee have both increased by more than 20 times year-on-year.
Focusing on Sichuan Province, in terms of the number of shopping users, Sichuan Province ranks fourth in the country, and its transaction volume growth rate ranks third in the country.
JD. com's 2024 Double Eleven Sichuan Province Consumption Data Map Source: JD. com
During this year's Singles' Day, "Zhang Fei" was the most popular local brand, while spicy snacks were the most popular local products.
From the perspective of segmented categories, functional home appliances are more popular, with functional sofas, robotic vacuum cleaners, motion cameras, dishwashers, and grout being the top 5 categories in terms of transaction growth rate, with increases of 219%, 212%, 210%, 185%, and 167%, respectively. The categories with the highest average number of purchases per person are food and daily necessities. Baby snacks, baby pull-up pants, sanitary napkins, chicken, and baby diapers are the top 5 categories with the highest average number of purchases per person. The average number of purchases per person is 3.6, 3.5, 3.3, 3.2, and 2.9, respectively.
Each age group of consumers has their own consumption preferences. Post-2000s pay more attention to digital 3C products, with gaming laptops, keyboards, wired headphones, smart wristbands, and tablets being the top 5 shopping preferences. The proportion of shopping users is 36.6%, 36.0%, 35.3%, 34.7%, and 33.2%, respectively; Most of the "80s generation" are consumers of babies, with bottle nipples, baby pull-up pants, children's tableware, baby diapers, and baby snacks being the top 5 shopping preferences of the "80s generation". The proportion of shopping users is 75.2%, 72.6%, 72.4%, 71.5%, and 71.4%, respectively; In terms of consumption, the top 5 shopping preferences of the "silver haired generation" are hair dye, blood glucose meter, food and medicine homology, ointment (equipment), and autumn clothes and pants. The proportion of shopping users is 13.4%, 12.9%, 12.2%, 11.4%, and 11.2%, respectively.
Red Star News reporter Cheng Luyang
