- Dec 22, 2020
- Chinese Consumers
JD Luxury Shopping Festival Saw Strong Consumption
by Hui Zhang
JD’s annual Luxury Shopping Festival, which covers a variety of product categories including jewelry, sports, spirits, makeup and household items kicked off on Dec. 18 with the splashiest purchase being a Carl F. Bucherer’s limited edition men’s watch sold for RMB 698,000 yuan.
In addition, Christofle, which opened an official flagship store on JD one day before the Luxury Shopping Festival, also saw a big purchase worth RMB 99,888 yuan on the opening day.
The Luxury Shopping Festival has been held for three consecutive years, and this year will last until the close of Dec. 25. It has attracted over 1,600 global high-end brands with the growth in the number of participants exceeding 100% YOY and the daily sales on Dec. 18 being 20 times of that over the past 30 days. Over 80% of users have purchased more than 2 product categories as a result of the high-quality offerings across multiple categories of products brought by this year’s shopping festival.
Luxury consumers are getting in on the game earlier. The number of Generation Z consumers increased by over 230% on Dec. 18 YOY with trendy shoes, niche bags and delicate jewelry being their favorites. Beijing, Guangzhou, Shenzhen, Chengdu ranked top of the sales list. Wuhan is also among the top rankings after a quiet period of consumption at the beginning of 2020 due to the pandemic, with consumer demands rebounding by the end of the year.
With the coming of Christmas Day, couriers from JD Luxury Express will dress up as Santa Claus to deliver gifts to consumers.
“JD has become a popular choice for Chinese consumers to buy luxury products, as JD has been continuing to enlarge its brand pool by introducing niche brands such as Stone Island, Vivienne Westwood and AMI covering various categories including apparel, shoes, jewelry, and household products,” said a merchandising manager from JD Luxury business.
JD has established partnerships with over 200 luxury brands, including Prada, Miu Miu, Delvaux and Salvatore Ferragamo, covering clothing, bags, shoes, watches, jewelry, home furnishings and other categories, and bringing consumers a high-end luxury consumption experience.