by Doris Liu
JD Worldwide, JD’s cross-border e-commerce business that provides Chinese consumers with greater access to imported products, saw significant sales growth as well as overseas brand recognition during this year’s JD618 Grand Promotion.
JD.com reported a total transaction volume of RMB 379.3 billion yuan during this festival, setting a record by surpassing last year’s JD618 number. Thanks to JD Worldwide, hundreds of brands on JD Worldwide grew 100% in the first 24 hours after the official launch of the trade event on May 31; and more than 400 brands and around 100 categories doubled their sales in the last 28 hours of the 18-day campaign ending at 11:59 p.m. (BJT) on June 18.
Over the past 28 hours, JD Worldwide has reported an increase in transaction volume across multiple categories and brands. Over 50 cosmetics brands grew 100% year-over-year (YOY), stand-alone fashion grew 98%, baby diaper and dietary supplement sales grew 243% and 70% respectively . Additionally, the luxury goods and watch categories grew by more than 300%.
French skincare brand L’Occitane grew 20 times a year, dandruff shampoo brand Selsun grew 165% a year and Japanese cosmetics brand SUQQU grew 18 times a year.
“The growth was expected, but I didn’t expect it to be this high,” said Pinky Nie, official overseas flagship store manager for Vitabiotics, a British vitamin and supplement brand.
Launched on JD Worldwide six months ago, this was the first JD618 campaign for Vitabiotics. The brand achieved a 249% increase in sales conversion rate and 107.31% increase in GMV (gross merchandise volume) month over month during JD618, with higher repeat purchase rate at the industry average level, according to Nie.
As the retail sector grapples with the uncertainties posed by the pandemic, JD618’s data has bolstered foreign brands’ confidence to enter the Chinese market. With JD Worldwide’s incubation capabilities, cross-border business is expected to continue to pick up, bringing in more quality products from around the world.