JD’s livestreaming sales increase tenfold during Double 12

Sales generated from JD Live and JD’s livestreaming platform increased tenfold year-on-year during promotions for Double 12 shopping festival. E-commerce platform JD’s Double 12 took place between December 1 and 13 this year as it prolonged the event to boost sales following a tough year for retailers. Double 12 was invented by Alibaba’s Taobao in 2013 following on from the success of Double 11 or Singles’ Day

JD’s livestreaming audience was over 16 times larger than during last year’s event and the number of merchants who participated in JD’s livestreaming increased by 280%. The popularity of e-commerce livestreaming has boomed in 2020 and Nielsen reports that the market is expected to reach 961 billion RMB by the end of the year.

As Chinese consumers’ demand for home redecoration and furnishing continues, the top three most popular livestream categories were consumer goods, home appliances and home furnishing. Sales of kitchen appliances increased 19 fold compared to 2019, and sports and healthcare products sales increased 194% year-on-year.

Shanghai, Beijing, Guangdong, Sichuan and Jiangsu were the top five areas which generated the most sales.

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