Aug 26, 2020|
JD Data: Consumers Wholeheartedly Embrace Chinese Valentine’s Day “Qixi”
by Ella Kidron
As 2020 has been anything but an ordinary year, the data indicates that some consumers are making up for lackluster Valentine’s Day (February 14th) and “520”, Chinese Internet Valentine’s Day held on May 20th celebrations under COVID-19 with this year’s Qixi Festival. During the week of Qixi (July 7th on the lunar calendar, falls on August 25th this year), the frequency of valentine’s gift-related search keywords increased 280%, of which “gift”, “chocolate” and “gift girlfriend/boyfriend” were among the most popular.
According to the data, ahead of Qixi, home goods, outdoor and luxury products, among other categories saw sales increase by about 20-30%. Jewelry and handbags were among the most popular imported products. According to data released by JD’s Home & Life business group (which includes fashion, beauty, home and other categories), the number of users in the ’85-’95 age group increased significantly compared with last year and was about 20% higher than the JD.com platform average.
Ahead of Qixi chocolate and candy grew around 30%. Mid-to-high end cosmetics products have proved to be very popular in the lower tier cities. Furthermore, as a traditional Chinese holiday, gifts with traditional Chinese characteristics are also popular. Sales of traditional Chinese jadeite jewelry (翡翠类珠宝) increased 53% YOY. Investment in precious metals has become popular with consumers this year, also growing well during Valentine’s Day and 520. Ahead of this year’s Qixi Festival, investment-grade gold and silver rose 148% compared with the week before Qixi last year.
According to data from JD’s Yihaodian (No.1 Store) membership store, on the eve of Qixi, red wine and imported steak were on the rise, perhaps suggesting that more people are opting to prepare a romantic candlelight dinner for their loved ones rather than go out.
In top-tier cities, Qixi consumption is led by females in middle-to-high income families and strong spending power. On the whole, the most spending on the festival came from first-tier cities in China, namely Shanghai, Beijing, Shenzhen and Guangzhou.
Some say it would not be a proper Valentine’s Day without fresh flowers, and the data seems to indicate as such. On JD 70% of fresh flowers were bought by men, mainly in the ’85-’95 generation. However, the proportion of women buying fresh flowers in this age group was 40% higher than the platform average, indicating boldness or a break from tradition in younger women.
Despite the lift of lockdowns, this year seems to have more long-distance lovers enjoying Qixi. The week before Qixi, the number of intercity orders for flowers across the country rose 33% YOY. Guangdong, Beijing, Jiangsu, Shanghai and Hebei led in placing intercity orders, while Hainan, Gansu, Shaanxi, Guangxi and Hebei led in receiving of such orders.
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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