Nov 23, 2022| Sees Soccer-Related Sales Spike as World Cup Opens


Vivian Yang

Even without a home team to cheer for, Chinese soccer fans have not hesitated to invest in their passion for FIFA World Cup since the 2022 games raised their curtains in Qatar on November 21st.

JD’s data showed that in the lead-up to the game, soccer shoes, balls, and jerseys have been the most popular items on the J Shop, the omni-channel fashion and lifestyle business of, sales of which account for 40, 28, and 25 percent respectively among soccer-related categories.

Consumers can order customized jerseys on

The sales volume of various national team jerseys tripled YoY since the start of the game this Monday, with more than 40 percent of the jerseys of Germany and Spain being bought by female customers, as they consider these teams to have more handsome players.

In the past week, sales of World Cup-related ornaments increased 80 percent YoY, and glasses and wine sets grew over 30 percent YoY. Sales of commemorative soccer balls and coins increased more than 100 percent month over month.

Geographically, Guangdong, Beijing, Sichuan and Jiangsu are the Top 5 highest-spending regions on soccer products. Adidas’ official match ball for the FIFA World Cup Qatar 2022™ became the best-selling in Guangzhou, while soccer gloves topped the list in Beijing as fans here keep the game heat outdoors. This is the first time the event is held during winter in the Northern hemisphere.

To heighten the atmosphere while watching games at home – mostly at midnight and early morning due to a five-hour time difference between China and Doha, purchases of relevant gears are on the rise. Take JD Mall in Xi’an for example. This offline store has seen the sales of TV sets measuring over 80 inches rise 50 percent YoY in the past week. On the first day of the game, online transaction volume of projectors increased 240 percent, and that of VR glasses is up by 430 percent.

JD’s trade-in program is also taking the chance to spread a friendly reminder that in case the game gets so intense that you accidentally break the TV, this service is here to offer a 10 percent discount and an array of subsidies during the World Cup period toward trading in items for a new TV and other home appliances.