After the closing of 2017 Double 11 Shopping Festival, China’s biggest annual online shopping bonanza， ECdataway released the sales data and listings of bestselling brands on major online retail websites (see【ECdataway数据威】发布2017年双11全网全行业分平台榜单！. According to statistics from ECdataway, total online sales on Nov 11th had reached 254 bn yuan ($38.5 bn), which hits a new record. For Alibaba’s Tmall (excluding Taobao) and JD, the two E-commerce leading platforms in China, the total GMV on this day reached 122.8 bn ($18.6 bn) and 53.5 bn yuan ($8.12 bn) respectively (ps: the GMV JD reported covered its promotional period - from Nov.1-11, while ECdataway released JD’s GMV on Nov. 11 only).
In this article ECdataway is delving into more details , to see how Tmall and JD, the two EC giants, performed in different industries, and which of them witnessed the higher growth rate or bigger market share. Therefore, ECdataway provides the panorama of Tmall vs JD in the eight mainstream e-business industries, including Apparels, Shoes & Bags, 3C Digital/Home Appliances, Furniture & Construction/Automobiles, Personal & Beauty Care, Maternal & Child Products, Food/Health Care/OTC, Sports/Outdoor Products and Household Cleaning.
Tmall vs JD on Double 11 Sales & Growth Rate in Eight Main Industries
PS: JD witnessed a 40.2% decrease in Apparel, Shoes & Bags industry for the reason that policies of cooperation with relevant EC platfroms were under adjustment. But it should be clarified that this decline in growth rate doesn’t predict any future directions.
In perspective of the total sales, Tmall reached 122.8 bn ($18.6 bn), more than twice the sales of JD, which was 53.5 bn yuan ($8.12 bn) in total. And the year-on-year growth rate of Tmall and JD were 45.8% and 91.1% respectively. Their growth in sales were pretty much the same.
When divided into eight industries, it can be easily found that Tmall didn’t outperformed JD in every industry. JD remains the winner in 3C Digital/Home Appliances industry, where it harvested nearly 70% of its total sales. In this industry, JD surpassed Tmall both in sales and growth rate, which is 148.5%, while that of Tmall was only 57.3%.
But Tmall got higher sales in the other seven industries, especially in Apparels, Shoes and Bags, where Tmall harvested the highest sales and was far ahead of JD in both sales (which is over 10 times higher) and growth rate. However, as clarified before, this digital doesn’t represent the JD’s future outlook , which relies on the cooperation between JD and producers. Also, Tmall enjoys a distinguished advantage in Furniture &Construction/Automobiles, and Sports/Outdoor Products industries, where Tmall surpassed JD in both sales and growth rate, further widening the sales gap between them. But when it comes to Personal & Beauty Care, Maternal & Child Products, Food/Health Care/OTC, and Household Cleaning industries, the situation is different. Despite of the higher sales in Tmall, JD grows much faster.
It can be easily spotted that no brands enter TOP10 in both of the two lists, except Playboy and Seven Wolves. When coming down to the categories , we can find that all the TOP 10 brands in Tmall’s list are clothing brands, while the JD's list is mostly composed of watch and jewelry brands (ps: Watches and jewelries were regarded as parts of this large industry), which might be attributed to the fact that relevant platforms adjusted the cooperation policies with many clothing brands just months before Double 11.
Generally speaking, the two listings in 3C Digital/Home Appliances industry are similar, only with different rankings. The newly released iPhone 8 and iPhone X help Apple hold on to the No.1 spot in both Tmall and JD lists. Other than Apple, the rest of the lists were mostly occupied by local brands. With the rise and rapid growth of Chinese 3C and house appliance brands including Midea, Huawei and Xiaomi, domestic consumers start to show more acceptance and enthusiasm towards them. Samsung, despite of the negative influence from Sino-Korean diplomatic relationship and battery explosion scandals, still ranks No.10 in the two lists.
Comparison between the TOP 10 lists of Tmall and JD clearly shows that the two online shopping marketplaces focus on different categories. Tmall gains more advantage on furniture, lamps and bathroom supplies industries, with the three furniture brands ranking as TOP 3 in the list and no automobile & accessories brands in the TOP 10. While JD’s list is composed of bathroom supplies, auto parts and motor oil brands, without any furniture brands.
In both charts, foreign brands account for the majority of the TOP 10 Personal & Beauty Care brands. L’oreal ranks No.1 in both lists and international brands like Estee Lauder, Lancome and SK-II enter TOP 10 as always, with slight differences in rankings. On the other hand, the local brand Pechoin, whose video ad has made a hit on the Internet recently, is ranked No.2 and No.6 in Tmall and JD lists. Other than Pechoin, three Chinese brands, Chando, One Leaf and Mask Family also make the TOP 10.
Maternal & Child Products TOP 10 brands are mainly made up of brands from sub industries of children’s clothing, milk powder, diaper and baby care. The three children’s brands on Tmall list, i.e Balabala, Yeehoo and Dave & Bella, are all Chinese brands. Also, local brands Purcotton, whose main products are maternal and infant care, and Goodbaby, focusing on baby strollers, beds, clothing and baby care products, make the TOP 10. Despite of the good performance of local brands, most milk powder and diaper brands are from abroad. All the bestselling milk powder brands like Aptamil, Wyeth, MeadJohnson and Friso are foreign brands, except Beingmate. And most of the diaper brands on the lists are from the US or Japan.
As always, the first two places are dominated by Nike and Adidas. But the rankings are reverse in the two charts. In Tmall’s list No.1 is Nike, while in JD’s list it’s Adidas. Also, their recent market performance shows that Nike’s dominance as the industry leader has been challenged by Adidas.
Similar with the situation in the past years, sports wear brands dominate the listings. Among all these listed brands, only 2 of them are outdoor gear brands and 1 is fitness equipment brand. It should be highlighted that local brand ANTA surpasses New Balance and makes No.3 in this year’s Tmall list. Its brand FILA is ranked No.7 in JD’s TOP 10 brands and LINING, another local brand also makes No.3.
Tmall’s TOP 5 brands of Food/Health/OTC remain the same as last year. Three Squirrels remains No.1 in Tmall and makes No.2 in JD, second only to Joy Tree, the online fruit store supported by JD itself. Chinese spirit brands Moutai, Wuliangye and Yanghe enter both lists as well, showing they are attaching stress on this annual shopping spree. Taking advantage of its strength on cold chain logistics, JD harvested good sales from it’s self-supported fresh food, with Joy Tree as No.1 and JD Fresh as No.7.
Household Cleaning Chart is made up of cleansing products, sanitary paper and kitchen wares. Nearly half of the brands sell sanitary paper, including Vinda and Breeze, which enter TOP 3 in both lists. Walch and Blue Moon also make TOP 10 in both lists. Supor is the only kitchen ware brand in Tmall’s list and ranks No.2 in JD’s list.
In this online fray joined by almost all e-commerce retailers and portals in China, the ranking list of Tmall and JD, the two EC behemoths, represent the current situation and market structure in certain degree.