JD.com kicked off its 11.11 campaign in China this Monday (12), moving the traditional November shopping festival forward by nearly a month. In addition to promotions on electronics, home appliances and other products, the retailer included in the calendar a new edition of its monthly discount program for household and personal services.
Sales began at 8 p.m. Beijing time, with product offers available for immediate delivery and limited promotional actions. According to the schedule released by the company and published by Beiqing Net, new phases are planned starting October 20, including discount events, subsidies and themed promotions.
The opening also featured a campaign of selected products for 1 yuan, covering smartphones, computers, cameras and home appliances. These offers are limited and depend on the participation rules, not representing a widespread reduction in prices.
Monthly services day will have a new edition on October 28
The campaign's differentiator is the inclusion of Super Service Day, an initiative that offers discounts on contracting services such as residential cleaning, home appliance maintenance, elderly assistance and pet care.
Although it appears as a novelty in the 11.11 calendar, the program had already been launched on September 28, 2026, according to a post from the corporate channel JD Black Board. The next edition is scheduled for October 28, with the proposal of keeping promotions on the same day in the following months.
The initiative includes service cards with advertised discounts of 50%, allowing certain activities to be booked in advance for later use. The catalog also includes services related to transportation, health and other everyday needs.
Unlike traditional offers of physical products, this model involves activities that depend on scheduling and in-person provision. Availability, prices and conditions of use vary according to the service contracted and the rules presented in the app.
For participating merchants, JD.com also plans specific actions to display products and services during the festival. The schedule includes direct discounts, cross-store promotions and automated selection of products eligible for certain promotional spaces.
The October edition of Super Service Day will be the first held during this year's 11.11 campaign. Sales or participation results related to the new phase have not yet been released, and the announced discounts represent promotional conditions, not effectively proven savings.
