Jan 5, 2021|
JD Auto’s Super Day Data Revealed Consumer’s Shopping Patterns
by Vivian Yang
JD Auto’s end-of-year Super Day promotion on JD.com demonstrated surging consumption among automotive fans and generated some interesting data about China’s auto market.
Shopping data on the day, Dec. 28, revealed that consumers aged between 25 to 45 are the core users of automotive products on the market, with three age groups ranged between 26 to 35, 36 to 45 and 18 to 25 accounting for 61%, 25% and 8% respectively. Consumers under 25 years old, also known as Gen Z, are emerging as a consumption force, showing their favor toward motorcycles, as well as small decorations like car stickers and fragrance. The promotion also made elderly users itch to have a go – one 70-year-old driver bought a whole set of car accessories on JD during the day.
Gender-based shopping preferences are obvious in auto products: male users who make up 68% of overall JD Auto customers are the main force buyers of practical consumables such as engine oil, wipers, tires and more; while female users purchased more car decoration items such as seat cushions, and head and waist pillows that help to make the driving experience more comfortable and fashionable.
In terms of spending power by regions, Guangdong province, the first Chinese province whose GDP surpassed RMB 1 trillion yuan in 2019, topped the auto product’s consumption on the Super Day, followed by Beijing, Jiangsu, Sichuan and Shandong. The top five regions of per-capita consumption are Beijing, Zhejiang, Shanghai, Fujian and Guangdong, with Shanghainese buying the most car mats and mops, further consolidating their flair for cleanliness.
According to JD Auto’s sales data, the top 5 automotive categories are tires, engine oils, driving recorders, foot mats and motorcycle helmets. The top 5 brands are Mobil, Pirelli, Michelin, JD Auto Service (JD’s own brand) and 360.
As of September 2020, the number of motor vehicles in China has reached 365 million according to China’s Traffic Administration of the Ministry of Public Security. Deloitte’s recent white paper in November predicted that China’s car ownership is expected to reach 1.7 trillion by 2025, overtaking the United States as the world’s largest market.
“Car maintenance demand is expected to surge in the next five years,” said Yan Qing, general manager of JD Auto, “JD will continue to invest in the automotive sector by leveraging advantageous resources in technologies and supply chain capability to meet car owners’ diversified demands.”