Double 11 Battle Report: JD.com sets a new record for transaction volume, with a 40% increase in the number of ordering users and nearly a 60% increase in order volume

This year's Double 11 battle report is here.

JD.com announced that as of November 11 at 23:59, the transaction volume for JD.com's Double 11 reached a new historical high, with the number of ordering users increasing by 40% and the order volume growing by nearly 60%. JD.com stated that third-party data shows that the growth rate of active users on the JD app ranks first in the industry.

Xiaomi also performed impressively, with the total payment amount across all channels exceeding 29 billion yuan as of November 11 at 23:59:59. This year for Double 11, Xiaomi claimed to offer 2 billion yuan in discounts, with the highest savings of 4,000 yuan on individual products. The promotional products cover various categories including smartphones, digital devices, and home appliances. As of November 10 at 23:59:59, the total sales of Xiaomi's sweeping robot category and Xiaomi camera category across all channels both exceeded 200 million yuan, while the total sales of Xiaomi air purifiers, mobile power banks, speakers, routers, lighting products, and drying machines across all channels exceeded 100 million yuan.

This year's Double 11 presents new characteristics, shifting from price wars to efficiency competition, with AI technology being fully implemented and near-field e-commerce accelerating penetration.

On the evening of October 20, during the first hour of Tmall's Double 11 sale, 80 brands including Apple, Genji Mu Yu, Proya, Fila, L'Oréal, and Lululemon achieved sales exceeding 100 million yuan, with 30,516 brands doubling their sales, all surpassing last year's first day of sales. According to a report by Analysys, from October 9 to November 3, during the first cycle of Double 11, Tmall's share of appliance and home goods transactions accounted for 47.9%, with a transaction growth rate of 12.5%, ranking first in both market share and growth rate across the entire network.

The combined effect of national subsidies and Double 11 continues to unleash consumer potential. Tmall data shows that core categories such as home appliances with national subsidies grew by over 30%. This year, Tmall's Double 11 saw over 3,700 categories, 9,000 brand merchants, and 500,000 brand products participating in national subsidies, with brand discounts of 20% and platform subsidies of 10% combined with national subsidies of up to 20%, resulting in the largest discounts of the year.

This year's Double 11 is the first major promotion with comprehensive implementation of AI and full participation from Taobao Flash Sale. On JD.com's side, the intelligent system based on JoyAI has been deeply integrated into various links of the supply chain, with over 30,000 intelligent agents operating efficiently. AI technology is not only enhancing platform operational efficiency but is also becoming a new engine for brand growth.

JD.com Achieves High-Quality Growth Across All Categories

JD.com has made breakthroughs in both traditional advantageous categories and innovative businesses. JD.com stated that during this year's Double 11, the transaction volume of new mobile phones increased by over 4 times year-on-year, the transaction volume of AI tablets grew by 200% year-on-year, large-screen AI phones increased by 150%, and AI glasses, AI speakers, and AI home storage saw year-on-year growth of 100% The transaction value of new home appliance and home products increased by 150% year-on-year, and the order volume for integrated delivery and installation services grew by over 90%.

The daily necessities and apparel categories made new progress, with nearly 500 subcategories in apparel, beauty, and sports achieving transaction value growth of over 100%. JD Supermarket saw transaction values for over 30,000 brands increase by over 100% year-on-year, with transaction values for grains, oils, and condiments also growing by 100%. The innovative "28 Days Fresh Milk Powder Direct Delivery" service drove a 110% increase in transaction values for related products.

Innovative business formats demonstrated strong growth momentum. For the first time participating in JD's Double 11, JD Delivery welcomed over 2 million quality restaurants, with the average daily order volume of the top 300 dining brands increasing 13 times compared to the first month of delivery launch. JD Travel hotel orders grew nearly 8 times year-on-year, and flight orders increased by 6.3 times. JD Home Services saw transaction values increase by over 200% year-on-year.

Effective online and offline synergy was formed. The number of JD 3C digital stores surpassed 4,200, with transaction values increasing by over 100% year-on-year. Orders for JD Car Maintenance services at over 3,000 stores nationwide grew by more than 2 times. JD Seven Fresh Supermarket, leveraging the "1+N" model, saw online order volume increase by 180% year-on-year.

Supply Chain Efficiency Continues to Improve

During JD's Double 11, inventory turnover days decreased to 30.9 days, a reduction of over 20%. 95% of self-operated orders and 87% of orders from towns and streets can be delivered within 24 hours. In regions like Xinjiang and Tibet, 45.5% of orders achieved next-day delivery, surpassing the industry average by 42%.

JD Logistics set multiple records for support. The Super Brain Model 2.0 was called upon 1.9 billion times, with 24 Smart Wolf warehouses achieving the largest global deployment, and the automation coverage rate across the entire logistics chain exceeded 95%, with nearly 100 cities enjoying "minute-level" delivery. The Smart Employee Model covers nearly 10,000 sites nationwide, helping sites achieve automation in 8 scenarios, improving frontline employee efficiency by 10%.

Over 2,000 home appliance and home brands, and nearly 2,000 apparel, beauty, and sports brands saw transaction values increase by over 100% year-on-year. JD Health saw transaction values for over 2,500 commonly used medications and chronic disease medications, and nearly 100 nutrition and health subcategories increase by over 100% year-on-year.

The corporate procurement business performed outstandingly. The overall active customer count and transaction value of JD's government and enterprise business reached new highs, with procurement amounts in multiple industries such as transportation, energy, and manufacturing doubling. The transaction value of self-operated products in JD Industrial Hardware City increased by 100%, driving a doubling of transaction values for 1,778 industrial product brands.

AI Technology Drives Efficiency Revolution

The JoyAI full-stack AI system has been deeply integrated into various aspects of JD's super supply chain. Over 30,000 intelligent agents based on JoyAgent 3.0 cover multiple fields including retail, logistics, finance, and industry. The JoyAI large model has been applied in over 1,800 scenarios, with usage increasing 4 times compared to the 618 shopping festival.

JD's digital human JoyStreamer has served over 40,000 brands, with costs only 1/10 of real people, and sales performance surpassing 80% of real-life anchors, driving over 2.3 billion yuan in sales for brand merchants during Double 11 The intelligent customer service provides 24/7 service, with a cumulative consultation volume exceeding 4.2 billion times and a satisfaction rate of 80%. Products equipped with JoyInside have seen sales increase by over 20 times compared to the 618 shopping festival.

The order volume for live-streaming sales has increased by over 150% year-on-year, and the total viewing time for users has tripled year-on-year. The number of merchants going live is three times that of last year, and the user viewing time for merchant live streams is 2.5 times that of last year. Over 40 million people participated in auction activities on JD.com throughout the auction cycle, with the number of users observing core auction items increasing by over 13 times month-on-month.

On the Tmall side, the AI graphic designer generates an average of 200 million images and 5 million videos per month, with product click-through rates increasing by 10%. AI data analysis has generated over 10 million reports, receiving an 85% positive rating from merchants. The AI "Smart Benefit Engine" uniformly decides on the issuance of consumption vouchers, with pilot data showing a 15% increase in voucher conversion rates compared to previous periods.

Near-field e-commerce accelerates penetration

Taobao Flash Sales saw a year-on-year increase of over 200% in late-night order volume across 270 cities nationwide, with supermarket and convenience store orders growing by 670%. 400,000 brand stores have accessed flash sales services, with industries such as 3C digital, personal care, and apparel seeing transaction growth of over 290% on Taobao Flash Sales.

In the Tmall home furnishing industry, over 1,200 brand offline stores opened Taobao Flash Sales before Double 11, with the average daily order volume from flash sales increasing by 680% during the opening period, and GMV increasing by 740% month-on-month. After intelligent sorting of the Taobao product library by AI, the transaction conversion for home decoration brands has generally seen double-digit increases.

JD Worldwide saw transaction volume for over 1,500 imported brands increase by over 3 times year-on-year, with the national pavilion channel achieving a month-on-month growth of 12 times in transaction volume. JD Worldwide's official direct mail service has covered 36 countries globally, with transaction volume and order quantity in Japan, South Korea, Singapore, Malaysia, Thailand, Australia, and other regions achieving over 100% year-on-year growth. The upgraded cross-border free shipping service covers 13 countries, with transaction volume year-on-year growth exceeding 300% and the number of platform ordering users increasing by over 400% year-on-year.

According to Analysys, this year's consumption structure in the "home scene" has shifted from new home decoration to upgrading and renewing existing homes, driven by young people's pursuit of smart, self-satisfying, and quality lifestyles, prompting innovation and upgrades in traditional categories. In the first cycle of Tmall's Double 11 sales, the home decoration category saw a year-on-year double-digit growth in transactions, with the home furnishing industry experiencing the highest opening growth rate in nearly three years, with brands such as Gen Shi Mu Yu, Lin Shi Home, Jiu Mu, Xi Lin Men, Quan You, and Gu Jia all breaking the 100 million mark.

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