This Spring Festival, JD became the exclusive interactive partner of China Central Television 2022 Spring Festival Gala. Jingdong official data show that during the Spring Festival Gala, users participated in Jingdong app red envelope, with a cumulative amount of interaction of 69.1 billion.
In addition, it has become normal for consumers to place orders and e-commerce platforms to ensure delivery during the Spring Festival.
Spring Festival Gala
Jingdong previously said that the interactive activities of the Spring Festival will continue from the 22nd of the twelfth lunar month (January 24) to the Lantern Festival (February 15), sending out red envelopes and gifts totaling 1.5 billion yuan. Jingdong data show that as of 12 noon on February 1, Jingdong Express has successively sent out interactive physical prizes of the Spring Festival Gala, including physical prize orders and consumption orders. A total of 4 million consumers across the country have received the “first order of the Spring Festival”.
This cooperation with CCTV Spring Festival Gala is also for the drainage of the platform. Jingdong data show that during the Spring Festival Gala, “shake”, “mobile phone” and “Che Lizi” became hot search words. On that night, users in Guangdong, Beijing, Shanghai, Jiangsu and Shandong became the big winners of red envelopes.
Many brands ushered in the peak of orders on New Year’s Eve. On New Year’s Eve, the 2022 China Central Television Spring Festival Gala masks sponsored by Henan camel group were on sale simultaneously. From the start of the Spring Festival Gala to 24 o’clock, more than 720000 users searched for “the same mask of the Spring Festival Gala” on JD platform.
In addition, affected by the programs related to the Winter Olympic Games and the Spring Festival Gala and the East Olympic Games, ice and snow sports related categories have become the most popular “new year goods”, with a year-on-year increase of 135%. In the four hours of the Spring Festival Gala, Anta Sports Jingdong brand members reached more than ten million people, and the search volume of Anta China ice and snow series products Jingdong increased by four times
In addition, Jingdong supermarket has searched more than 110 million times for New Year gift boxes, of which 71% of users are post-80s and post-90s. During the new year’s festival, food IP gift boxes increased five times month on month, and low sugar healthy pastry gift boxes increased nearly six times year-on-year. Jingdong Logistics data show that during the Chinese new year, more than 200000 Jingdong Logistics brothers stayed on duty, allowing users to place orders and receive goods normally on New Year’s Eve and new year’s day.
ready for launch
JD cloud’s debut in the Spring Festival Gala is also a foreshadowing for the listing of JD technology in Hong Kong.
On January 21, according to the official website of the CSRC, the progress of the approval of overseas initial public offering of shares (including ordinary shares, preferred shares and other forms of stock derivatives) of JD Technology Holdings Co., Ltd. was shown as receiving materials, which means that once approved, JD technology will be listed abroad. According to first finance, JD cloud is the core business of JD technology integrated from JD digital and JD cloud.
The cooperation between jd.com and the Spring Festival Gala has only 19 days (from January 5 to January 23) to prepare from the technical level. JD previously said that JD’s technology system has established a leading group for the “re insurance” of the Spring Festival Gala project for the first time. JD cloud’s proprietary payment and settlement service platform will use the dynamic rule splitting algorithm patent to solve the Beijing Vastdata Technology Co.Ltd(603138) reconciliation problem, support the peak traffic of the Spring Festival Gala and provide users with a safe, stable and convenient red envelope interactive experience.
JD data shows that in the seven rounds of red envelope interaction, it has realized 16 seamless switches between the Spring Festival Gala interaction mode and the “Spring Festival transportation” mode, escorting users’ smooth red envelope interaction and enjoying the shopping experience on the new year’s goods cloud at the same time.
The data show that the continuous uninterrupted capacity of JD technology core trading system exceeds 99.99%, with strong disaster recovery capacity and considerable throughput, and stably support the peak traffic of the Spring Festival Gala.
