Shoppers snap up quality European products on for record-breaking Singles’ Day Festival


2018 Singles Day figures showed the demand for imported goods on’s e-commerce platforms is still growing steadily. This follows the company’s recent announcement at the China International Import Expo 2018 that it will buy 13 billion euros of imported goods.

As reported earlier this week, transaction volume on reached a record RMB 159.8 billion (approximately US$23 billion) from November 1-11, during its Singles Day Shopping Festival – the first in which the e-commerce giant worked closely with brick-and-mortar retail partners, helping them join in on the shopping extravaganza.

European brands proved particularly popular with many demonstrating outstanding YOY performances. More than 60% of the UK’s sought-after Dyson Airwrap sold during Singles Day were purchased on French beauty brands also excelled. Sephora sales were 3.5 times higher than last year. French Avene SPF50+ refreshing and protective sunscreen 5 times. French L’Oréal also sold 6 times more of their grape seed hydrating mask box set, as French La Roche Posay for their 300ml thermal water spray.

Customers also purchased more than 25 million products from the home and life category, which includes home furnishings, cookware, decorative products and many other related items. German brands distinguished themselves in Bathroom equipment, where Hansgrohe and Grohe made 220% more sales than last year Singles Day. Imported paints sold 6 times more than last year during the first half hour, among which, German brands Alpina sold 4.6 times more than the whole day of last year, and Schöner Wohnen 11 times.

During the sales period, global brands such as Apple, Dell, Dyson, L’Oreal, SK-II, Pampers, and many others also saw impressive sales performance.

“There is a noticeable shift in China toward quality over price, which we see in the growing numbers of consumers who are willing to pay more for branded and imported goods,” said Lei Xu, CMO of and CEO of JD Mall. “By establishing trust with consumers and brands, thanks to our zero-tolerance policy toward fakes and our innovations in areas such as blockchain traceability for product safety, JD is in a unique position to meet that demand.”

During the period, JD sold more than 400 million items offered by its Fast-Moving Consumer Goods and Foods business group, reflective of the changing tastes of the emerging middle-class Chinese consumer.. The amount of imported fresh food sold doubled versus the same period last year. French mineral water Perrier had 10 times more sales than last year, Spanish olive oil Betis 6 times. French Cognac Martell sold ten times more than last year.  Customers also  bought more than 29,500 tons of items such as meat, vegetables, fruit, and seafood, including some 12 tons of live Canadian lobsters.

Premium smartphones from domestic and international brands were once again popular, with some brands seeing sales double compared with the same period last year. Consumer electronics, home appliances, and mobile phones continued to see strong customer demand.

JD also opened its largest 7FRESH store to date in Langfang, Hebei Province, on Singles Day. 7FRESH is JD’s offline fresh food supermarket. The new store received more than 10,000 customers within a single hour on November 11. In addition to 7FRESH, JD’s portfolio of offline stores includes unmanned convenience stores and JD Retail Experience Shops among many other store formats.

“After more than a decade of building out technology and infrastructure for our own retail business, we will spend the next decade extending our capabilities to enable and empower both online and offline retail innovators,” said Dr. Jianwen Liao, chief strategy officer,  “We see the future of retail as one without boundaries, and we are working to bring consumers true boundaryless retail, where they can buy whatever they want, whenever and wherever they want it.”