Jan 26, 2021|
JD Big Data: The Who, What and Where of Chinese Readers
by Vivian Yang
What books are Chinese people reading, and when and where do they read? To find answers to these questions, JD Big Data Research Institute studied the vast data of JD Books, JD’s book sales department, and revealed a number of interesting findings.
The report launched on Jan. 19 in collaboration with Xinhua News Agency, China’s largest news agency in the form of an online trivia game where readers can test their knowledge and receive more information about reading habits.
“We looked at consumption data for the past ten years on JD Books,” said Fei Lu, senior researcher of the institute. “We hope our findings will help people better understand their own reading behaviors and guide them to more books that are suitable and helpful for them.”
Below are some key findings of people in different reading scenarios:
On the subway
Middle school students and young professionals turn out to be earnest book-reading subway commuters, according to JD’s big data.
Foreign language learning books are one of young people’s favorites. They account for more than 31% of this book category.
Office workers read a lot of success books, with male users buying 1.5 times more than female users. Meanwhile, office workers also consume more psychology-related books (61%) than other age groups possibly to strike a balance in life.
On the Plane
Business people waste no time, often reading management books on the plane. In addition, JD’s data shows that people between 26 to 35 years-old make up more than half of the management books consumers on JD.com.
Taking flight also gives time for many mothers to read books on parenting. Women bought more than 76% of books in this category.
In the Library
While kids are thirsty for all kinds of knowledge, with sales of children books ranking second in the overall list of book sales on JD.com, adults are busy taking examinations. Data shows that people between 26 to 35 years-old bought more than 50% of examination-related books for adults.
The real pensive thinkers, however, appear to be those aged above 56, as they are the group of consumers who bought more philosophy books than any other age groups.
In the Coffee Shop
In terms of reading hobbies, the book consumption data generally reflected certain gender stereotypes: male users bought more books on success, management, IT and internet, while female users prefer more books on youth literature.
Among the readers of economics books, there are twice as many men as women. When it comes to painting books, both genders are almost the same.
In Bed
JD’s big data shows that the peak hour for e-book reading is 9-10 p.m. Books on investment, management, literature and leisure are the most popular during this period.
Besides school related books, teenagers also like to read novels before going to sleep. For smaller kids, reading for them is always a good way to put them to bed. Data shows that more than 20% of users between 26 to 35 years-old have ordered children books online.
Over 10 years of its development since 2010, JD Books has grown to be China’s leading e-commerce platform of selling books, with a comprehensive reading offerings of books, e-books, reading software and hardware, knowledge services and more.
Nov 7, 2024|
CIIE 2024: JD.com to Expand Imports of Specialty Brands, Strengthen Healthcare Partnerships, and Enhance Logistics
At the 7th China International Import Expo (CIIE) on November 5, JD Super, the supermarket division of JD.com, announced a major initiative to broaden its selection of imported specialty. Over the next three years, JD Super plans to introduce over 1,000 new international brands to meet the increasing demand for high-quality, diverse imported goods.
Meeting the Growing Demand for Quality Imports
According to JD Worldwide’s “White Paper on 2024 China Cross-Border Consumption Trends,” more than 80% of Chinese consumers are interested in imported products, with many prioritizing authenticity, quality, and fast delivery. In response, JD has significantly expanded its range of international offerings. During the ongoing Singles’ Day Grand Promotion, sales of cross-border products have surged, with more than 600 brands experiencing a sales increase of over 100% compared to last year.
Strengthening High-Quality Food Partnerships
Demonstrating JD.com’s commitment to sourcing high-quality products, JD Super signed a new procurement agreement at CIIE with Huadong Foods and Teys, a major Australian beef brand under Cargill. Under this agreement, JD Super and Huadong Foods will procure $50 million of Teys beef throughout 2025. This partnership underscores JD’s strategy of collaborating with trusted suppliers to provide high-quality, affordable beef to Chinese consumers.
Delivering Authentic Global Goods Efficiently
JD Logistics has built a robust logistics network that spans bonded, direct mail, and overseas warehouses, facilitating fast deliveries of imported items across categories such as electronics, fashion, beauty, food, and baby products. In many major cities, delivery times have been reduced to under 48 hours.
For instance, JD Super’s partnership with Raub of Malaysia enables the import of Musang King durians, which are harvested at peak ripeness and air-shipped with cold chain logistics for delivery within 24 hours. Additionally, JD.com also secured an early supply of Chilean cherries, available since October, which can be delivered in as little as 30 minutes in many areas through JD NOW, its on-demand retail service.
JD.com’s “JD National Pavilions” program, which features over 150 country-themed flagship stores from more than 70 countries and regions, continues to be a cornerstone of its import strategy. Supported by embassies and reputable organizations, this initiative offers Chinese consumers access to premium products and cultural experiences from around the world. In April, JD launched the JD National Pavilion of Mali, introducing popular items like shea butter and garnering over 40,000 followers.
Expanding Healthcare and Logistics Partnerships
JD Health is also making strides at CIIE by strengthening partnerships with leading global healthcare companies, including Merck, Bayer, and Roche. As “China’s premier online health access point,” JD Health is committed to integrating digital and physical healthcare resources to improve access and convenience for patients.
Key collaborations include initiatives with Haleon to promote brain health and anti-aging for the “silver economy,” with MSD China on a digital diabetes management model, and with Teva Pharmaceuticals to provide patient education for conditions such as tardive dyskinesia (TD) and Huntington’s disease (HD).
On the logistics front, JD Logistics announced plans to double its overseas warehouse space by 2025 and expand its network of bonded and direct mail warehouses. JD Express now serves over 60 countries, enhancing cross-border delivery efficiency and supporting both brands and consumers.
Through these efforts, JD.com reaffirms its commitment to sourcing and delivering authentic, high-quality imported products to Chinese consumers, supported by an advanced supply chain that ensures a superior shopping experience.
(vivian.yang@jd.com)
Ecommerce Report: Chinese Consumers Increasingly Motivated by Health-Consciousness
