Shulou(Shulou.com)11/24 Report--

On May 23, JD.com 618, with the theme of "more fast, better save and boiling fireworks", officially opened its pre-sale. Coinciding with the 20th anniversary of JD.com 's start-up, this year's JD.com has increased its size in all directions around products, prices and services, stimulating consumers' enthusiasm for shopping.

On May 26th, JD.com issued a pre-sale war report. Data show that JD.com men's and women's clothing, sports shoes and clothing, beauty makeup, gold jewelry, underwear, children's shoes, luxury goods, watch glasses, shoes, bags, outdoor equipment, sports and fitness categories have ushered in the outbreak. Among them, JD.com clothing advance orders increased by more than 90% as a whole. Large fashion category, more than 1000 models as low as 9.9yuan ultra-high performance-price increase of more than 10 times compared with fashion goods.

Clothing category concentrated outbreak of a number of big brands at home and abroad to achieve high growth

JD.com data show that during the pre-sale period of JD.com, orders for 10 categories, including dresses and men's T-shirts, increased by more than 200%. Among them, the order volume of MUJI, Hush Puppies, HAZZYS and other men's and women's clothing brands increased by more than 200% over the same period last year. 11 brands, such as Calvin Klein, increased by more than seven times. Fashion women's clothing brand Luoyi increased by more than 20 times, Inman's 4-hour orders increased by 50 times, and advance orders from 15 domestic brands, including Bannei, Sema and Viktor, increased by more than 3 times.

16 categories, such as sports shoes and clothing, sports fashion shoes, cross-country running shoes, summer light stormsuit, outdoor backpacks, etc., all increased by more than 100% over the same period last year. The advance order volume of the adidas was 30 minutes higher than the first day of last year. Li Ning's first-day orders increased by more than 34 times and Archaeopteryx by 11 times; brands such as Nike, SALOMON, Hongxing Erke and Jordan all grew by more than 4 times; pre-sale orders for brands such as PUMA, Under Armour and New Balance all increased by more than 100% compared with the same period last year; and a number of limited high-end shoes and clothing, including clover SAMBA OG, Salomon XT6 and Archaeopteryx KADIN HOODY, sold out in half an hour.

The footwear category has also ushered in overall growth. Pre-sale opened 4 hours, slippers category pre-sale orders increased more than 3 times year-on-year, Mary Jane shoes, hole shoes pre-sale orders more than 2 times year-on-year, BIRKENSTOCK brand growth of more than 10 times. The categories of suitcases and sunshade hats have increased by more than 3 times compared with the same period last year, Xiaomi brand bags have increased by more than 20 times compared with the same period last year, and the number of users of luggage reassurance insurance services has increased by 100% over the same period last year.

The category of women's underwear increased 7.5 times, Calvin Klein underwear surpassed the pre-sale period of last year in four hours, Victoria's secret pre-sale order increased 84 times, Yves increased 6 times year-on-year, admiration increased 3 times year-on-year, MUJI increased more than 2 times year-on-year. The overall growth of Shantou home service industry belt is more than 200%.

With International Children's Day approaching, many consumers prepare Children's Day gifts for their children in advance. JD.com 's pre-sale data show that orders for children's slippers increased 68 times compared with the same period last year, sports shoes for children increased by 100%, and Li Ning children's orders increased by 156%.

Domestic and foreign cosmetics brands sell luxury goods and jewelry consumption has increased significantly.

In the category of gold jewelry, both decorative and value-preserving gold, as well as atmospheric pearls have always been the hearts of consumers. During the pre-sale of JD.com, seven categories such as gold pendants, gold plain chains, gold set chains, baby gold ornaments, pearl necklaces and pearl bracelets increased more than three times year-on-year. The pre-sale order of pearl bracelet category increased nearly 100 times compared with the same period last year, and the overall pre-sale order volume of pearl necklace and gold pendant category increased nearly 40 times year-on-year. The advance order of Liufu jewelry has increased by more than 10 times compared with the same period last year.

JD.com 618 pre-sale period, domestic and foreign cosmetics brands have eye-catching performance. Among them, the pre-sale order of Peraiya increased 12 times compared with the same period last year, making it the most popular brand of the day. YSL increased 9 times compared with the same period last year. Peraiya double anti-essence, YSL air cushion / clarinet lip glaze, Lancome Jing pure eye cream, SK-II fairy water, Helena black bandage have become the most popular millions of items.

JD.com luxury goods category also ushered in comprehensive hot sales, pre-sale orders increased by more than 300% year-on-year, 25 minutes after the opening of the pre-sale exceeded the whole day of last year. Among them, luxury bags increased by more than 4 times, and luxury shoes and boots increased by more than 200%. The category of light luxury bags has grown rapidly, with COACH growing by more than 10 times, pre-sale orders for brands such as MICHAEL KORS, Tory Burch and MCM by more than 8 times year-on-year, designers and household brands such as AMIPARIS, STONE ISLAND and Paul Smith by more than 20 times, and heavy luxury brands such as FERRAGAMO, BURBERRY and Valentino by more than 5 times. AMIPARIS T-shirts sold out within 5 minutes of pre-sale, and 5 belts of FERRAGAMO GANCINI series sold out on the same day.

At the same time, 10 watch glasses categories, including radiation protection glasses, Swiss watches and presbyopic glasses, grew by more than 100%, while advance orders for 15 domestic brands, including Tyrannosaurus Rex, Parson and Helen Keller, increased by more than 100%. The advance orders of Swatch Group, represented by brands such as Tissot, Longines and Meadow, increased by more than 135% compared with the same period last year. Two hours after the pre-sale of Meidu and Mingyue lenses, it exceeded the first day of last year.

Yidun sunglasses as low as 7.9 yuan are sold more than 10,000 pieces 10 minutes before the pre-sale. The overall advance order volume of Guangzhou-Shenzhen industrial belt watches has increased by more than 100%. The amount of pre-sale orders for low-cost myopic glasses in Danyang industrial belt has increased by more than 80% over the same period last year. In terms of services, the number of goods participating in watch maintenance services increased by 83% compared with the same period last year, and the number of goods participating in 180-day glasses exchange service increased by 95% compared with the same period last year.

Outdoor sports equipment hot-selling large fitness equipment is popular

With the coming of summer, both outdoor and indoor activities have increased, and more and more consumers begin to exercise. JD.com 's pre-sale data show that the pre-sale orders for outdoor lighting categories have increased by more than 100% compared with the same period last year, and the pre-sale orders for fishing lines have increased by more than 10 times year-on-year. Kemp, Bao Feilong, Guangwei and other 10 brands have increased by more than 15 times year-on-year. Anti-season sales of skiing sports category ushered in the outbreak, with BURTON as the representative of the ski head brand, the pre-sale opened 4 hours of orders more than 64 times the full cycle of last year.

At the same time, large fitness equipment suitable for indoor sports has also ushered in hot sales, with orders exceeding the first day of last year four minutes after the pre-sale opened. The pre-order volume of sports bicycles and sports protective equipment has increased by more than 5 times compared with the same period last year. The advance order of fitness equipment brand Shuhua has increased by more than 6 times.

JD.com 618 pre-sale is still going on, men's and women's clothing, shoes, bags, underwear, children's shoes, gold jewelry, beauty makeup, luxury goods, watch glasses, sports shoes, outdoor, sports fitness and other popular styles, industrial belt super-value good goods, but also full-link services to provide more consumers with a better-than-expected fashion life shopping experience.

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