Jingdong Sports has a good start
At 8 o’clock in the evening on October 31, JD 11.11 officially entered the “good start” stage, consumers can enjoy super-value discounts without staying up late. In the first 10 minutes from 20: 00-20: 10, Jingdong sports high-end quality consumption and national tide sports continued to rise, and professional sports shoes and clothing achieved a blowout. Among them, the turnover of high-end professional football shoes increased by 164% year-on-year. The continuous diversification of sports scenes has promoted the rapid growth of new sports categories in the spring. Taking the fascia gun category as an example, the turnover increased by 2 times year-on-year. In addition, the high winter Olympic heat and outdoor popularity pushed up the sales of ski categories and outdoor equipment. Only the outdoor equipment category MU Gaodi brand sales increased by 430% year-on-year.
Running, football, basketball, the three most popular sports of consumers, professional shoes and clothing have achieved amazing results. The turnover of high-end professional running shoes increased by 125% year-on-year, the turnover of high-end professional football shoes increased by 164% year-on-year, and the turnover of high-end professional basketball shoes increased by 150% year-on-year. Women’s sports are more inclined to shape and focus on body management, so they prefer to do yoga and other sports daily. The turnover of high-end professional women’s yoga clothes increased by 250% year-on-year. The “2020 Mass Fitness Behavior and Consumption Research Report” issued by the China Sporting Goods Industry Association pointed out that home fitness is becoming a typical sports scene, with a proportion of 37%.
Home fitness craze has spawned the rapid growth of new categories. When exercising for home users, treadmills, skipping ropes, and fascia guns have become the first choice for most users. Youmei, Merrick, Keep, Xiaomi, and Shuhua are the most popular smart fitness brands. This also prompted it to achieve a sales explosion in this time Jingdong 11.11. Within 10 minutes of the start, the turnover of the fascia gun category has doubled year-on-year. It is worth mentioning that fitness smart mirrors are also popular among consumers, and the turnover of FITURE fitness smart mirrors increased by 500% year-on-year.
Jingdong Sports’ 10-minute start-up report also verified this prediction: orders for ski clothing categories increased by 130% year-on-year, ski snowboard sales increased by 240% year-on-year, and ski helmets and ski goggles both increased by more than 190% year-on-year. JD.com’s self-operated orders for sports ski categories increased by more than 170% year-on-year. During the pre-sale period, the ski brand PHENIX Phoenix, whose pre-sale sales volume increased by 100% year-on-year, increased by 150% year-on-year. The turnover of Lengshan Outdoor Flagship Store also increased by more than 120% year-on-year.
From the start of the JD campaign, we can see how strong consumers are eager to go outdoors. Under this trend, the outdoor equipment category MU Gaodi brand performed well, with a year-on-year increase of 430% in turnover. As the weather gets colder and colder, down jackets have become a must-have for outdoor sports. Within 10 minutes, the turnover of ARC’TERYX brand increased by 250% year-on-year, and that of AIGLE brand increased by 70% year-on-year.
Riding can be a way to exercise, it can also be a process of finding fun, or it can be a shortcut to experience nature. More and more consumers are enjoying “riding” and enjoying “riding” endlessly. Cyclists have obvious brand preferences. Cycling sports brand Sidsun’s turnover increased by 60% year-on-year, and Giant brand’s turnover increased by 50% year-on-year.
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