Dec 8, 2020|
Cold Weather Drives Hot Products on JD
by Kelly Dawson
In the midst of a season China’s National Climate Center predicted to be the coldest winter in recent decades, Chinese consumers are spending big to stay warm. During a Super Brand Day for JD’s household necessities category, overall sales increased by 2.36 times when compared with average sales. Additionally, more than 1.18 million viewers tuned into a special livestream featuring Chinese craftsmen discussing the origin of home products.
Leading the sales spike were products including electric blankets, duvets and thermoses, which collectively saw an average daily sales increase of 300% compared with the previous month. Other popular products included blankets made of goose down or wool, and ultra-warm fabrics coated in antibacterial finishes, likely a reflection of increased vigilance toward germs as a result of COVID-19.
Chinese consumers also aimed to stay warm from the inside, with popular purchases including a Supor non-stick cooking set featuring a clip-on crisper and special pot for both frying and braising. Additionally, shoppers stayed hydrated with items like thermoses and tea sets.
During a year in which many people have stayed indoors more than usual, Chinese consumers also paid special attention to products designed to keep their homes tidy and easier for living, including the multi-functional large volume Xitianlong storage box.
China’s online and offline home appliance market totaled RMB 597.2 billion yuan in the first three quarters of 2020, of which JD took 26.97% market share, according to a recent report released by the China Center for Information Industry Development (CCID Group). Shopping behavior toward home appliance products are evolving, with Chinese consumers moving beyond their previous preference to only purchase new products when broken—now they are more likely to upgrade in the continued pursuit of a premium lifestyle and better products.