1.5 billion red envelopes and goodies, 69.1 billion interactions, sold more than 10 million high-quality Shenzhen Agricultural Products Group Co.Ltd(000061) , and more than 200000 express brothers and nearly 10000 customer service personnel fought that night
At 10:06 p.m. on New Year’s Eve, the 2022 Spring Festival Gala of China Central Radio and television is in full swing. Ms. Li, who lives in Bijie City, Guizhou Province, received the interactive prize sent by Jingdong express and successfully got the first order of physical gifts for the interactive activities of this year’s Spring Festival Gala. As a demonstration area for implementing the new development concept, Bijie’s consumers and industries have enjoyed the benefits of long-term infrastructure construction. In addition, there are more than ten million high-quality Shenzhen Agricultural Products Group Co.Ltd(000061) holiday tables for thousands of families during the Spring Festival Gala.
As the exclusive interactive partner of this year’s Spring Festival Gala, users can participate in the distribution of 1.5 billion red envelopes and goodies as long as they open JD app.
During the Spring Festival Gala, Chinese around the world participated in Jingdong app red envelopes, with a cumulative amount of interaction of 691 billion.
While the audience was immersed in this happy moment, Zhang Bo, Jingdong’s R & D Engineer, paid close attention to the beating data of each line with his colleagues in the brightly lit battle preparation command room of Jingdong building. Only 19 days is the shortest technical preparation time for the Spring Festival Gala in history. The code they wrote is running rapidly on JD cloud to ensure the smooth experience of hundreds of millions of people grabbing red envelopes.
first awesome Spring Festival Gala, Jingdong 20 Wan little brother and 300 million container calculation power to more
This is the first time jd.com has participated in the interaction of China Central Television Spring Festival Gala. The enthusiasm of hundreds of millions of Chinese around the world instantly set off a flood of traffic.
During the party, JD cloud’s hybrid multi cloud operating system cloud ship successfully challenged the world’s largest traffic peak. Without increasing computing resources, based on more than 70 data centers across the country, with nearly 3 million containers and more than 10 million accounting power resources, it passed the rapid scheduling of second-class resources, Successfully climbed the “Mount Everest” in the field of cloud computing with ultra-high elasticity.
(Figure: engineers of JD cloud product R & D department discuss the Spring Festival Gala project)
During the Spring Festival Gala, shook, and mobile phones and chelizi became hot search words. That night, users in Guangdong, Beijing, Shanghai, Jiangsu and Shandong became the big winners of red envelopes. The user orders 50% annual gifts to distant relatives.
During the Chinese new year, more than 200000 Jingdong Logistics brothers were on duty all night to fully protect consumers’ new year shopping needs in more than 300 cities and nearly 1500 districts and counties across the country. They can place orders and receive goods normally even on New Year’s Eve and new year’s day.
In addition, there are nearly 10000 Jingdong customer service on duty to provide consumers with a warm service experience during the festival.
(picture: on New Year’s Eve, Ms. Li from Bijie City, Guizhou Province received the first physical prize of the Spring Festival Gala sent by Jingdong express)
intelligent innovative products enter thousands of households technology makes Festival family closer
On the morning of the first day of the lunar new year, Mr. Li, who lives in Shenyang, was awakened by a knock on the door by the express. By virtue of Jingdong’s brand no threshold Beijing coupon in the Spring Festival Gala, he started a pico neo3 VR all-in-one machine to enable parents and children far away in Shenzhen to meet “face-to-face” in novel and interesting ways, revisit family ties across space with the help of trendy smart devices, and bring surprise and joy to their families (below).
Within four hours of the Spring Festival Gala, the turnover of Xiaomi brand exceeded 100 million, the turnover of Pico brand increased 50 times compared with the same period of the lunar calendar last year, and the amount of telephone fee subsidies and machine purchase subsidies provided by China Mobile exceeded 500 million yuan.
Xiao Liu, who works in Xi’an, grabbed Xiaomi 12x mobile phone through the “shake it” activity of the Spring Festival Gala. He said he would give this mobile phone to his girlfriend who loves taking photos and take more beautiful photos of the new year. At the same time, this mobile phone can also operate the newly added redmi Game TV x75 at home, which is very intelligent and convenient for her to catch up with new dramas and watch variety shows.
Liu Yi, vice president of Xiaomi China, said: the blowout growth of new users of Xiaomi flagship store is inseparable from Jingdong’s heavy investment and marketing support during the Spring Festival Gala. In the future, we hope to unite with jd.com to let more people enjoy the beautiful life brought by science and technology!
gift box consumption 7 becomes young users the “home consumption scene” of the Spring Festival is more warm
Every Spring Festival, “having a reunion dinner, wearing new clothes and dressing up for a new home” are the most desirable and warm scenes. Young people under the age of 35 account for more than 56% of the interaction, exceeding the annual average.
Ms. Ning, who lives in Guangxi, is afraid that the wine is not enough in the Spring Festival. When the new year’s Eve is over, 2 bottles of Baijiu and 5 brewed beer are served. After the Spring Festival Gala starts, the sales of high-end Baijiu represented by the Yanghe River supermarket in Jingdong supermarket increased by 11 times compared with the same period last year.
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.
After receiving the “golden rice bowl” jointly signed by jd.com, Spring Festival Gala and Chow Tai Fook, a consumer left a comment at the first time: he was very happy to give the golden rice bowl to the upcoming tiger baby – “there is no better new year gift for the new year”.
Through the Spring Festival Gala interaction, more than 80000 families received Jingdong “fashion Spring Festival gift” and Spring Festival Gala golden bowl set provided by Bosideng, ubras, Shanghai Shuixing Home Textile Co.Ltd(603365) , Opple Lighting Co.Ltd(603515) and Yuze. “The same style of Spring Festival Gala”, the year of the tiger sweater, CCTV golden bowl, lipstick, cat belly pillow and smart door lock have become hot search keywords for fashion home categories. Among them, the smart door lock increased 32 times compared with the same period of the Spring Festival last year, the red sweater of the Chinese Zodiac increased more than 10 times, the overall category of gold jewelry increased more than 7 times, and the gold of the Chinese zodiac in the year of the tiger has become an absolute hot commodity.
“cute tiger” + “ice and snow experience” New Year customs make the new year more “Chinese”
Since the Spring Festival, ice and snow sports related categories have become the most popular “new year goods”, with a year-on-year increase of 135%. Four hours after 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; The sales of Baolu dog food increased by 12 times year-on-year, with a subsidy of more than 50 million for global dog health food.
The 2022 China Central Television Spring Festival Gala masks exclusively sponsored by Henan camel group went on sale that night. From the start of the Spring Festival Gala to 24 o’clock, more than 720000 users came to Jingdong to search for “the same mask of the Spring Festival Gala”.
Among them, bright red is the most popular – wearing the year of the tiger red mask, the new year is booming! Before 8 a.m. on the first day of the new year, a user in Zhengzhou, Henan Province, had received the “same mask for the Spring Festival Gala” he placed an order on New Year’s Eve (below).
Wang Guosheng, chairman of camel group, said: “we are very honored to cooperate with Jingdong health, and use the fastest speed to let everyone wear the same mask in the Spring Festival gala for the first time to open a happy, beautiful and auspicious New Year!”
Wuxi Online Offline Communication Information Technology Co.Ltd(300959) deep integration more vigorous consumption
In order to make the consumers happy and happy new year, Awang Solange, the manager of the Jingdong’s home in Lhasa, Tibet, has a new layout for the store. A customer came to pick up his mobile phone for his wife early in the morning. He heard that Lhasa had just opened its first Jingdong home and that the latest folding screen mobile phones were in stock, so he hurried to experience it. After a while, there were many guests in the store, most of whom were the whole family. They also participated in interesting interactive activities such as red envelope wall and blind box. The scene had a strong annual flavor (below).
On New Year’s Eve, more than 20000 people searched for lantu cars in JD. Among them, the extended range version of lantu free was the most popular. Lei Xin, chief brand officer of lantu automobile, said that the entry of lantu automobile in Jingdong not only enables consumers to “shake” the car gift in the Spring Festival Gala, but also lays a solid foundation for both sides to jointly build an Wuxi Online Offline Communication Information Technology Co.Ltd(300959) integrated service ecosystem.
In addition, the number of users who want to buy the new Lingke 01 exceeds 10000. Chen Siying, deputy general manager of Lingke automobile sales company, said he hoped that more consumers would understand and like Lingke cars with high appearance, high performance, high technology, high safety and high value through the stage of the Spring Festival Gala.
A large number of consumers can also enjoy the fast consumption experience of hourly delivery during the Spring Festival. The real-time consumption mode of online ordering, delivery home and hourly delivery of goods has become a new consumption force with brilliant performance this year’s Spring Festival.
During the Spring Festival, more than 2 / 3 of the retail store partners of Jingdong hourly shopping and Jingdong home stay open, covering supermarkets, mobile phones, flowers, mothers and infants, pharmacies and other types. Relying on the distribution guarantee of dada express delivery, it provides consumers with “Spring Festival hourly delivery” delivery to home services. The service covers more than 1700 counties, districts and cities across the country, allowing consumers across the country to have a good and comfortable year.
whether in overseas or rural areas family ties are closer to
In addition to Chinese users, the needs of overseas Chinese for food, clothing, housing, transportation and other high-quality goods can be met in JD and transported to dozens of countries and regions including North America and Australia through JD international logistics.
During the Jingdong new year goods Festival, the sales volume of domestic goods sold overseas increased by 4.5 times year-on-year. Overseas Chinese bought small tiger plush toys, year of the Tiger Spring Festival couplets and other “tiger” related goods, with a year-on-year increase of more than 12 times, and the overseas new year should also be booming.
(picture: Ms. Liu, who works in New York, reads children’s books purchased at JD global sales together with her daughter)
During the Spring Festival Gala, Jingxi app synchronously launched the activity of “shaking and dividing 300 million red envelopes in the Spring Festival”, attracting more than 32.27 million people to participate, and also issued more than 158 million coupons.
From Laba to the lunar new year, Jingxi netted nearly 100 kinds of intangible cultural heritage prefabricated dishes such as Chaoshan taro and ginkgo, Kaifeng fuxingzhai barrel chicken and old Shandong pork enema, which became the new online popularity of the annual banquet, with a month on month increase of 251%, and the growth of characteristic time-honored brands and intangible cultural heritage new year flavor explosive products exceeded 83 times. This Spring Festival, more than 75% of Jingxi’s purchase users come from emerging markets, which makes the whole people taste the “new year flavor” of the community’s new year goods. The direct collection of fresh produce in Jingxi farm not only makes consumers taste fresh, but also makes farmers taste sweet, driving the sales volume of fresh produce to double
conclusion
After the diligent and low-key year of the ox, people have better expectations for the year of the tiger, which is the so-called “roaring tiger, everything is renewed”. Jingdong, together with hundreds of millions of Chinese in the Spring Festival Gala, sounded the rumbling drums of the new year, fully demonstrating the prosperity, family affection and hope of the Chinese New Year.
Behind the 69.1 billion cumulative interaction volume, it represents the warmth of the global Chinese Tianya at this time, contains the hot trend of the festival consumer market, and also reveals the value of jd.com in stimulating consumption vitality, accelerating the production and marketing cycle, and promoting the deep integration of digital technology and the real economy as a new entity enterprise with both the attribute of entity enterprise and the ability of digital technology.
What’s different about this Spring Festival Gala?
Because Jingdong is with you.
