Apr 15, 2021|
JD Books Report: Impact of COVID-19, Gen Z and Lower-tier Markets in China
by Vivian Yang
In the face of COVID-19, Chinese people spent more time reading in 2020, with a prominent increase of interest in health-related books. Meanwhile, young people from lower-tier cities demonstrated strong consumption potential in the book market, according to the 2020 China Book Market Report co-produced by JD Books and iResearch and released on Apr. 14.
The report shows that 46.1% of survey respondents increased the time reading paper books, 59.6% increased their e-book reading time and 58.8% increased their time listening to audiobooks.
The number of buyers of all three types of books achieved 40% YOY growth, and overall consumers are spending more on books. The majority of respondents to the survey in the report spent RMB 200-500 yuan on books in 2020, accounting for 43.6% of overall book buyers. And the number of users who spent over RMB 500 yuan on book shopping increased by 6.1% compared with 2019. The per capita book spending in 2020 rose by 3.3% compared with 2018.
The pandemic contributed to a 45.4% sales boost on medical and healthcare books. Sales of books on preventative medicine and hygienic topics reached 5 times YOY growth.
“People’s reading media become more diversified and integrated,” said Daisy Wen, senior consulting manager of iResearch. “Not only do they spend more time on reading in general, but the time difference that they spent among paper, digital and audiobooks is narrowing.”
The rise of Gen Y and Z’s spending power in the book market, especially those from China’s lower-tier cities, is a key finding of the report. Book buyers on JD Books under 25 years old have increased from 16.4% in 2018 to 17.6% in 2020, with per-item spending going up by 10% from 2018.
At the same time, the number of this group of young users from sixth-tier cities has increased 24% more than their peers from first-tier cities, driving the growth rates of the fifth to sixth-tier cities versus the first to second-tier cities to widen from 4 to 8.6% in a year.
In terms of purchase channels, the report shows that online and physical book stores account for 79% and 21% of book retailing sales respectively, meaning that online book shopping has become the mainstream. But this does not mean a conflict— rather instead, a growing book shopping experience that combines both online and offline resources.
“66.5% of online book buyers still express their willingness to go to offline book stores to enjoy an immersive reading experience. And 96.4% users said they will consult book recommendation lists online when purchasing books offline,” Wen added.
To adapt to these trends, JD.com will continue to develop its omni-channel platforms to satisfy customers’ needs with services including one-hour fast book delivery service, supply chain support via various terminals to small book store owners, livestreaming programs to promote interactions between authors and readers, according to Min Lei, general manager of JD Books, Culture, Education and Entertainment.
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)
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