The overall activity rhythm of the 618 JD platform in 2023 is divided into five periods:
The first period is the pre-sale period: May 23, 2023 at 8:00 pm - May 31
The second period is a good start: May 31 at 20:00-June 3
The third period is the scene period: June 4th - June 15th
The fourth period is the climax period: 20:00 on June 15th to June 18th
The fifth period is the renewal period: June 19th - June 20th
In order to meet the data analysis needs of different user groups such as brand merchants, consulting companies, and study groups for this year's 618 promotion, starting from May 24, 2023, Staff Whale will update JD.com's full-category pre-sale data on a daily basis (dimensions include: Pre-sales, pre-sales, TOP brands, TOP stores, TOP products, etc.), and open to the public.
At the same time, after the pre-sale period and the entire 618 event are over, the system will prompt "Sales data during the 618 period from week X to week X", which is convenient for everyone to review the promotion.
Next, let's review the sales performance of major popular categories during the 618 period in 2022.
1. JD.com - Major Appliances
During the 6.18 period in 2022, JD.com's cumulative sales of major appliances were 5.63 million pieces, with cumulative sales of approximately 13.6 billion yuan.
Sales dimension: air conditioners are the first in sales in all categories, with cumulative sales of 2 million+, accounting for 36%; refrigerators and washing machines with cumulative sales of 1 million+, each accounting for 20%~23%; flat-panel TVs ranked fourth, cumulative The sales volume was 900,000+, accounting for 16%.
*The data comes from Whale Staff
Sales dimension: the cumulative sales of air conditioners are about 6 billion yuan; the cumulative sales of refrigerators, flat-screen TVs, and washing machines all exceed 2 billion yuan, and refrigerators are close to 3 billion yuan, accounting for 21%, 15% and 14% respectively.
*The data comes from Whale Staff
During the 618 period in 2022, the rankings of the TOP brands (sales dimension) of major home appliances are as follows: Haier, Gree, Midea, Xiaomi, TCL, Little Swan, Hisense, Oaks, Rongsheng, and Siemens.
*The data comes from Whale Staff
2. JD.com - mobile phone
During the June 18 period in 2022, JD.com’s cumulative sales of mobile phones will be about 4.5 million, with cumulative sales of about 17 billion yuan.
During the 618 period in 2022, the rankings of mobile phone TOP brands (sales dimension) are as follows: Apple, Xiaomi, Honor, vivo, OPPO, Huawei, Trueme, Tianyu, OnePlus, Philips.
*The data comes from Whale Staff
During the 618 period in 2022, the rankings of TOP mobile phone brands (sales dimension) are as follows: Apple, Xiaomi, Huawei, Honor, vivo, OPPO, Realme, OnePlus, Samsung, Black Shark.
*The data comes from Whale Staff
Popular models of major brands (sales dimension): Apple 13, Redmi Note 9 Pro, Apple 12, Redmi K50, Honor Play5T, Realme Q3s, Redmi 9A, OPPO K9x, etc.
3. Jingdong-Laptop
During the June 18 period in 2022, JD.com’s cumulative sales of notebook computers will be about 470,000, with cumulative sales of about 2.4 billion yuan.
During the 618 period in 2022, the rankings of the TOP notebook brands (sales dimension) are as follows: Lenovo, Huawei, Thinkpad, HP, Dell, Asus, Apple, Honor, Xiaomi, Acer.
*The data comes from Whale Staff
During the 618 period in 2022, the rankings of notebook TOP brands (sales dimension) are as follows: Lenovo, Huawei, Thinkpad, Dell, HP, Apple, Asus, Honor, Xiaomi, Acer.
*The data comes from Whale Staff
Popular models of major brands (sales dimension): Huawei MateBook D 14 SE, Xiaoxin air14, HP Zhan 66 fifth generation, Lenovo IdeaPad 2022, Acer Extraordinary S3, ThinkBook 16+, Xiaoxin Pro16, etc.
4. Jingdong - facial skin care
During the June 18 period in 2022, JD.com's cumulative sales of facial skin care products will be about 23 million pieces, with cumulative sales of about 3.4 billion yuan.
Sales dimension: Facial mask is the first among all categories, with cumulative sales of 6.7 million+, accounting for 29%; followed by cleansing, lotion and sunscreen, with cumulative sales of 2.4 million+, accounting for more than 10%.
*The data comes from Whale Staff
Sales dimension: The cumulative sales of gift sets are about 730 million yuan, ranking first; followed by facial masks, facial essences, lotions/creams, cleansers, sunscreens, and toners, each with sales of 200 million to 500 million yuan.
*The data comes from Whale Staff
During the 618 period in 2022, the rankings of TOP facial skin care brands (in terms of sales) are as follows: SK-II, L'Oreal, Estee Lauder, Lancome, Hou, Olay, La Mer, Sulwhasoo, Shiseido, and Proya.
*The data comes from Whale Staff
5. Jingdong-Fragrant Watercolor Makeup
During the 6.18 period in 2022, the cumulative sales volume of Jingdong perfume makeup is about 4.3 million pieces, and the cumulative sales volume is about 750 million yuan.
Sales dimension: Lipstick is the first in sales of all categories, with cumulative sales of 600,000+, accounting for 14%; followed by perfume, liquid foundation/cream, base cream/primer, lip gloss/gloss, these few Category sales are relatively balanced, accounting for about 10%.
*The data comes from Whale Staff
Sales dimension: Lipstick sales are about 170 million yuan, ranking first; perfume sales are about 150 million yuan, ranking second. Followed by isolation cream/makeup primer, liquid foundation/cream, powder/loose powder, lip gloss/lip gloss, etc.
*The data comes from Whale Staff
During the 618 period in 2022, the rankings of TOP perfume and makeup brands (in terms of sales) are as follows: Dior, Huaxizi, Chanel, Yves Saint Laurent, Armani, Lancome, Clé de Skin, Laneige, Givenchy, and Kazilan.
*The data comes from Whale Staff
6. Jingdong - cleaning paper products
During the June 18 period in 2022, the cumulative sales of Jingdong cleaning paper products will be about 31 million pieces, and the cumulative sales will be about 1.1 billion yuan.
Sales dimension: The sales volume of tissue paper reached about 19 million pieces, accounting for 62%, and it was the main category for consumers to stock up during the 618 period. Although roll paper, wet wipes, kitchen paper towels, and wet toilet paper accounted for a relatively small proportion, their sales volume increased by more than 110% compared with the previous year.
*The data comes from Whale Staff
Sales dimension: The sales of tissue paper are about 700 million yuan, ranking first; followed by roll paper, with sales of about 250 million yuan. The two are the main categories of paper products that contribute the most to sales.
*The data comes from Whale Staff
During the 618 period in 2022, the TOP brands of cleaning paper products (sales dimension) are ranked as follows: Vinda, Jierou, Qingfeng, Xinxiangyin, Jingdong, Depot, Cotton Times, Banbu, Yusen, and Jieyun.
*The data comes from Whale Staff
If you want to make an appointment to view the pre-sale data of all categories of JD 618 in 2023, please search for "Whale Staff E-commerce Data", or directly comment, leave a message or private message (interface docking is also available)~