As of 23:59 on the evening of June 18, the cumulative order amount of Jingdong 618 in 2022 exceeded 379.3 billion, a record high. One by one order, one by one package, conveys consumers’ yearning for a better life, and also proves that consumer confidence has been restored, and industries such as manufacturing and distribution have continued to improve. But this is not only a concentrated release of consumer demand, but also a refresh and re-understanding of the value of the supply chain for the entire society. In this JD 618, which is destined to be different from the past, JD.com uses a “responsible supply chain” to fully protect the world. gas.
During the 618 period, JD Beauty Cosmetics not only created a win-win situation with high-end big brands, but also accurately helped small and medium-sized businesses in the industrial belt to bail out and accelerate the growth of emerging brands. With rich and diverse beauty products, it created a summer beauty for consumers. Shopping feast.
In addition to bringing together a wealth of beauty products from big brands around the world, JD Beauty also provides in-depth insights and leads new trends in beauty consumption. New trend categories such as color aesthetics, precise beauty makeup, and functional skin care showed strong growth during this JD.com 618. Among them, the multi-color blush category increased by 390% year-on-year, precision beauty categories such as lying silkworm pen and highlighter, and skin care categories such as squalane cream, sub-polishing essence, and Bosein essence all increased by over 100% year-on-year. The functional skin care products represented by Winona, La Roche-Posay and Avene are favored by consumers, and the turnover of nearly 10 functional skin care brands has increased by nearly 100% year-on-year.
JD Beauty with a responsible supply chainProvide deterministic growth for high-end big names
Since July last year, JD Beauty has ushered in a number of major beauty brands under the L’Oreal Group and Estee Lauder Group. On the eve of 618, there are big brands such as Lamarine, Armani, Zu Malone, MAC and so on. Beauty selection.
Sea Blue Mystery Essence Cream, Armani Couture “Red Air Cushion”, MAC Custom Flawless Liquid Foundation, Jo Malone English Pear and Freesia Perfume
Every year, 618 is a big test for JD.com and beauty brands. On the eve of JD.com’s 618 this year, JD.com and brand merchants have made more adequate preparations. Starting from May, they have carried out planting of good goods inside and outside the station, and mental training of users, so as to warm up the water storage for 618. At the same time, with the agility and certainty of the supply chain, beauty brands are guaranteed multi-warehouse stocking, multi-location sub-warehouse and flexible delivery, and guard against uncertain risks. In the last mile, JD Beauty provides differentiated “pre-sale pre-sale” services. Based on the advantages of JD’s supply chain and pre-sale analysis, pre-sale products are pre-deployed at the express delivery site closest to consumers, allowing consumers to Users receive the ordered products in a shorter time, fully satisfying the consumer enthusiasm and expectations of users.
In addition, JD.com’s 580 million annual active users, over 25 million PLUS members representing high-quality consumption, as well as the trust in authentic products, full-link operation capabilities, and high-quality service experience accumulated over the years have also contributed to the popularity of beauty brands in JD.com 618. The outbreak laid a solid foundation.
With the help of the “responsible supply chain”, at 8 pm on June 15th, JD Beauty took the lead in the peak period, and high-end brands performed well. In the first 4 hours, high-end brands such as Helena, Estee Lauder, Lancome and others led the beauty industry. The overall turnover of all categories increased by more than 3 times year-on-year. During the JD.com 618 period, the turnover of multiple beauty categories such as lotion creams, gift box sets, and facial essences increased by more than 4 times year-on-year.
for beautymakeupRelief for small and medium businessesJingdong Beauty uses actions to protect the fireworks in the world
This year’s 618, small and medium-sized businesses in the beauty industry are facing greater challenges than in previous years. “Affected by the general environment, the raw materials and packaging materials of the products could not enter the factory in time, and the finished products could not leave the factory on time, which led to some hot-selling products out of stock, and the turnover of online stores declined, which had a great impact on the company’s operations.” Li Hao, head of JD.com’s business, said.
Mengerda e-commerce company comes from the Guangzhou beauty industry belt. It has opened more than 30 stores in Jingdong Beauty. Quandi, which specializes in men’s skin care, is the company’s main store. With the help of a series of preferential policies for investment promotion and marketing and operation measures of JD Beauty, the official flagship store of Quanti Beauty has developed rapidly since its establishment. In April this year, the sales volume of the store increased by more than 3 times compared with the previous month. On the eve of June 18, after learning about the plight of small and medium-sized businesses in the industrial belt, JD.com quickly adjusted the assessment rules to help businesses reduce losses. At the same time, Quandi also stocked up in advance, and combined with the experience of previous big promotions, from cross-store full reduction, limited-time purchases, full store full gifts, membership benefits and other sectors to do a good job in big promotion marketing, and devoted themselves to the 618 campaign with active and full enthusiasm.
Li Hao, head of JD.com business of Mengerda e-commerce, brings goods to Quandi’s live broadcast
With the precise assistance of JD Beauty, many small and medium-sized businesses in the industry have handed in beautiful “transcripts”. During JD 618, a total of more than 1,000 small and medium-sized businesses from 8 major beauty industry belts including Shanghai, Shandong, Guangdong, and Fujian participated in this JD 618. The first 10 minutes of the opening ceremony ushered in an explosion, and more than 70 beauty industry belts had brand turnover. Year-on-year growth of 100%.
In addition, in order to help emerging brands achieve high-quality growth, during JD. Skin care gift packs allow more consumers to understand and buy new national makeup products through early adopters. At 8 p.m. on June 15th, 20,000 copies of the Xinguozhuang skin care gift package were sold out within 30 minutes of its launch. In the first hour, the turnover of more than 200 cutting-edge brands such as Jihuo, Ximuyuan, HBN, and Kwadi increased year-on-year over last year. All day in the same period.
Muscle Activating Brown Rice Essence Water, Ximuyuan Camellia Set, HBN Glowing Water, Quadi Anti-Acne Sub-toss Essence
This year’s JD 618 is of great significance. According to Xin Lijun, CEO of JD Retail, JD.com is ready to meet the “first year of supply chain value” in full swing. The huge challenge has given China’s supply chain industry an opportunity to make a big breakthrough, making it stand at the center of China’s economic development, and it has also accelerated the evolution of JD 618, from a simple consumer shopping festival to a stabilizer for the economy. Relying on a solid supply chain capability, and with a “responsible supply chain” as the value orientation, JD Beauty, in this JD 618, will spare no effort to protect the most beautiful world with richer products, more considerate services, and a more convenient consumer experience. , to meet the “first year of supply chain value”.
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