A total of RMB 1.5 billion (US$ 240 million) worth of virtual red envelopes and physical gifts were handed out amid 69.1 billion interactions in JD’s App during the 2022 Spring Festival Gala television program, marking the highest amount of giveaways in the nationally popular show’s interactive campaign history.
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On 5th January, JD.com announced it has been named the exclusive interactive partner of China’s Spring Festival Gala 2022 organised by China Media Group (CMG). The annual TV show, has occupied 18 of 20 China’s highest audience rating TV programs (around 30 percent) for the past 20 years. It allows hundreds of millions of viewers across the world to interact while watching the live broadcast on Chinese New Year’s Eve, which falls on January 31 this year.
JD Cloud, the cloud computing service under JD Technology, successfully handled the traffic peak to ensure a smooth red-envelope-grabbing experience during the show. The company reported that users’ simultaneous traffic rush to the system was the largest level ever seen in the world for one single event and was solely managed by JD’s own computing resources.
Seven rounds of phone-shaking activities were integrated into the four-hour live show, where internet users competed for a variety of prizes on JD- virtual red envelopes for cash and gifts. The interactive campaign on JD’s App will last until 15th February, the Lantern Festival, making it the longest campaign of its kind.
In the four hour gala, more than 80,000 families won new year’s gifts from the interactive campaign. Sales of middle to high-end Chinese liquor baijiu increased 11 times year-on-year on JD.com. The phrase “new year gift box” was searched over 110 million times on JD Super, JD’s omni-channel supermarket. Sales of low-sugar pastry gift boxes rose by six times year-on-year and sales of Pedigree Petfoods increased 12 times.
At the same time, transaction volume of Xiaomi products on JD exceeded RMB100 million (US$ 15.7 million), that of Pico products increased 50 times compared with the same Lunar Mew Year period last year. Searches for Anta’s winter sports products grew four times; and 20,000 users searched for Voyah FREE, the electric SUVs under Dongfeng Motor on JD, which is the brand that also offered free leasing for lucky users in the campaign.
On the offline shopping side, over two thirds of offline stores on JD’s on-demand local retail platform opened their doors during the holiday including supermarkets, drug stores, florists, cell phone stores, baby & mother stores, liquor shops and more, to provide timely supplies and delivery service in more than 1,700 counties and towns across China.
This year marks the 10th year in a row that JD.com commits to delivery service in all parts of the country during the Spring Festival holiday, and more than 200,000 JD couriers stayed in their posts to ensure that customers can receive their orders as usual. Meanwhile, the company has allocated RMB 400 million (US$63 million USD) allowance to take care of its employees who stay put during the festival contributing to the stable operations in sales, logistics, technological support and more.
More than 70 data centers, near 3 million dockers, 10 million+ core computing power and hundreds of specialist teams were mobilised for the project. This is a significant achievement for JD’s cloud computing system, proving its competence in processing QPS or instantaneous traffic peak of an enormous volume, as well as frequent scenario switches on such large scale computing resources.
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Chinese people living overseas could also enjoy the gala campaign for red envelopes as well as JD‘s cross-border e-commerce service on JD’s site for overseas Chinese. For the 2022 Spring Festival, Chinese customers living in Hong Kong, Macao, Taiwan, US, Canada, Australia and more regions have ordered 4.5 times more of Chinese brands‘ products on JD.com compared with the period last year.
(Source: JD.com)