JD Customers Stock up on Warm Goods to Fight the Cold in China

JD Customers Stock up on Warm Goods to Fight the Cold in China

by Vivian Yang

A massive cold wave is sweeping across China. On January 6, Beijing saw a drastic temperature drop to -17.1℃, the lowest since the 21st century.

China’s National Meteorological Centre (NMC) has predicted that from Jan. 4-13, the cold air will frequently grip the country in its southern provinces including Anhui, Jiangxi, Zhejiang, Fujian and Yunnan as well as many parts of North China.

As the outdoor temperature keeps plummeting, people’s shopping carts on JD.com are getting increasingly “warmer”. According to JD’s consumption big data, searches with “warmth”-related keywords have tripled in the past week compared with the same period last year, with radiators, heaters, kettles, heating furnaces, portable hand warmers and other products ranking high on the search list.

“Thermal underwear for -40℃” becomes the most popular search in the cold resistant outfit category. In addition to coats, boots, gloves, socks and hats for extreme weather, products with high-tech materials are a big draw for many consumers.

Search volume have multiplied for down jackets, vests and duvets as well as wool hats, scarfs, sweaters, pants, socks, insoles and more during this period of time.

“The coldness has been a reminder for many people to send love to their family members,” noted Yao Chen, researcher of JD Big Data Research Institute. “We found that a great number of warmth-related product orders made by customers from the big four tier-one cities in China, namely Beijing, Shanghai, Guangzhou and Shenzhen, are going to recipients living in different cities, which undoubtedly, in most cases, should be the senders’ hometowns,” Chen added.

 

(vivian.yang@jd.com)

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