JD.com hosts a 200-hour livestream during 11.11

Date : 03 November 2020

Jiong-Jiong Yu

Senior Retail Analyst

The ecommerce giant and Kuaishou, a Chinese video-sharing platform, are partnering up to launch a 200-hour livestream during this year’s Singles Day Shopping Festival.

Eight days and eight hours uninterrupted livestream

JD.com shared that from 1 November to 9 November, many Kuaishou hosts will take turns presenting in the event. The Kuaishou viewers will receive coupons to be redeemed on JD.com. The live broadcasts cover key categories including:

  • Fresh food
  • Health and beauty (e.g. markeup and skin care)
  • Household products
  • Digital products such as computers and mobile phones

The aim is to bring the users with high quality and high value products.

An effective way to reach target shoppers

This 200-hour livestream is an extension of JD.com’s existing partnership with Kuaisho.

JD.com said that, ”Kuaishou users are able to purchase JD’s first party retail model products without leaving the Kuaishou app, and enjoy fast delivery and high quality after-sales service provided by JD. Overall, JD and Kuaishou are focused on strengthening to quality of products bought through livestreaming, and providing a tool for merchants to reach their target customer bases more effectively.”

Encouraging first day results with sales up by +90%YoY

Supported by the 200-hour livestream, JD.com starts this year's 11.11 with a strong performance.  Its first day sale was up by +90%YoY (year-on-year). 

Sales of fresh food category are up by +600%YoY. The pandemic has accelerated the growth of fresh food category because people started shopping online more during quarantine early this year, and they have continued to do so even when the lockdown measures were lifted.

Nutrition and health products have also shown strong growth, with sales up by +200%YoY, driven by shoppers increased focus on health and wellness. JD.com’s telemedicine services conducted 210,000 online consultations since the event started.

Other products such as mobile phones have also seen growth, attributed to shoppers’ desire for high quality life and exciting new products. Mobile phone sales increased by +314%YoY in the first 30 minutes. iPhone sales were up by ten times year-on-year in the first 10 minutes.

JD.com’s data also showed that big brands and flagship products remain very popular, as there is a group of shoppers who are willing to spend more on premium and high quality products in the country.