Liu Qiangdong, the driving force behind JD.com, has always emphasized that striving to be the best is the core spirit of the company and the value that propels its continuous leadership in the industry.

This year’s Singles' Day, the longest in history, has come to a close. Unlike previous years marked by frenzy and hype, this year’s event was characterized by calm and rationality. The extended promotional period transformed the shopping festival from a "short sprint" into a "marathon of consumption." Notably, JD.com and Tmall extended their promotions until November 14, sustaining strong momentum throughout.

In this prolonged battle, JD.com emerged as a clear winner, delivering impressive results. The company set a new record in gross merchandise volume (GMV) during Singles' Day, while also leading the industry in active user growth.

With a 37-day promotional campaign, JD.com successfully captured consumers' attention. Recent data shows that the JD App’s monthly active users surged by 24.7% year-over-year, maintaining its position as the industry leader. This heightened engagement translated into substantial growth.

According to JD.com’s official announcement, as of 23:59 on November 11, 2025, the company achieved a historic high in GMV, with order volume soaring nearly 60% and the number of users placing orders increasing by 40%. These figures underscore robust consumer demand and JD.com’s ability to meet it effectively.

JD.com’s dominance was particularly evident in electronics and home appliances, where it secured the top spot in online sales for 3C digital products, large appliances, and small appliances. AI-powered tablets saw a 200% year-over-year increase in GMV, while smart home appliances and lightning deals grew by 150%. Additionally, JD.com’s integrated delivery-and-installation service orders surged over 90%.

Beyond electronics, JD.com achieved breakthroughs in daily necessities and apparel, with nearly 500 subcategories in fashion, beauty, and sports witnessing over 100% GMV growth. The company also expanded into new ventures such as food delivery and travel, which became significant growth drivers. JD Food Delivery partnered with over 200,000 premium restaurants, with top brands experiencing a 13-fold increase in daily orders compared to their launch month. JD Travel reported an eightfold rise in hotel bookings and a 6.3-fold increase in flight tickets, offering consumers affordable yet high-quality travel experiences.

JD.com’s live-streaming initiatives also gained traction. Its "Price Match Guarantee" campaign attracted hundreds of millions of viewers, driving a 150% year-over-year increase in live-stream orders and tripling total watch time. The number of merchants broadcasting live surged threefold, with viewer engagement doubling.

The extended promotional period and simplified shopping rules allowed consumers more time for decision-making, enabling sustained growth rather than relying on a single-day spike. As JD.com stated, "From scaling growth to creating value, from innovating business models to enhancing efficiency, this year’s Singles' Day on JD.com’s super supply chain has achieved stable, orderly, efficient, and healthy growth."

However, the landscape of Singles' Day is evolving. With e-commerce growth slowing and consumers becoming more rational, platforms are adapting by extending promotions and simplifying discounts. JD.com, Tmall, and Douyin all adopted transparent pricing strategies, such as "direct discounts" and "one-click price drops," to streamline the shopping experience.

Despite these efforts, Singles' Day’s golden era may be fading. Platforms are now exploring new growth avenues, including instant retail and globalization. During this year’s event, Taobao’s flash sales attracted over 100 million new users, while JD.com saw overseas orders double in key markets like Japan, South Korea, and Australia.

AI also played a pivotal role, with JD.com’s virtual streamer JoyStreamer generating over 2.3 billion yuan in sales for brands, while Tmall leveraged AI to enhance product recommendations, boosting purchase efficiency by 25%.

Behind the impressive sales figures—total GMV across platforms reached 1.62 trillion yuan, up 12.3% year-over-year—lies intense competition and mounting pressure on industry players. JD.com and Douyin engaged in a pricing dispute, while livestream hosts faced physical strain from marathon broadcasts, with some reporting dismal sales.

The e-commerce industry is transitioning from a "traffic-and-discount" model to one prioritizing quality, service, and innovation. As the sector evolves, stakeholders must adapt to survive in this increasingly competitive environment.