Aug 9, 2023|
JD Report: From Pink Fashion to Mythical Literature: How “Barbie,” “Fengshen,” and “Chang’An” Are Shaping China’s Consumer Trends
by Vivian Yang
China’s cinematic world is not just lighting up screens but also sparking new consumer trends. With summer blockbusters including Barbie, 30,000 Miles from Chang’an, and Fengshen, among others, moviegoers are bringing their love for these films into their lifestyles, driving a surge in related products on JD.com.
According to JD.com’s Consumption and Industry Development Research Institute’s “July Film Consumption Observations” report, searches for keywords related to these three films on JD.com experienced significant year-on-year increases. “Fengshen” saw a 430% increase, “Li Bai,” the famous poet featured in the Chang’an film, grew by 155%, and searches for “Barbie” grew 101%.
A Colorful Wave Inspired by Barbie
Barbie has not only charmed audiences but ignited a love for all things pink. The trend swept across various fashion products, ranging from camisoles and dresses to wide-leg pants and earrings. The appetite for pink-themed products soared, with growth rates varying from an already impressive 156% to an astounding 1,055%. This penchant for pink even led to a tenfold increase in shoppers buying pink sneakers year-on-year.
Among consumers purchasing pink-themed products, 75% were female, with female users accounting for over 80% of purchases for items including pink sun hats, earrings, and headbands. Age-specific preferences also emerged. The post-2000 generation favored pink keyboards, while post-1980s shoppers leaned towards pink lipstick, and the post-1970s generation was more inclined to purchase pink sun hats.
Literary Influence of Chang’an and Fengshen
The historical charm of Chang’an and the mythical allure of Fengshen had an unprecedented impact on book-related products. Searches for titles including Li Bai and His Friends, Fengshen Bang, and Chang’an Ke, soared by YOY increases ranging from 103% to 745%.
The number of shoppers buying books related to Fengshen and “Li Bai” also saw substantial growth rates of 110% and 90% respectively.
Female readers showed a preference for Chang’an Ke, a captivating book that offers eight stories of famous Chinese poets from the Tang Dynasty. Male readers were drawn to Fengshen Bang, also known as the “Investiture of the Gods,” a 16th-century novel rich with Chinese mythology, featuring deities, immortals, and spirits.
Different age groups also had varying interests, with the post-2000s generation showing more interest in Chang’an and the post-1970s generation showing a greater interest in Fengshen.
According to data from the National Film Administration, China’s total box office revenue for July 2023 reached an impressive 8.716 billion yuan, marking a substantial 25% increase compared to the same period in 2018. With more films set to be released in August, JD.com’s report anticipates a growing demand for film and TV-related merchandise, as well as cultural and fashion products. Thanks to the booming cinema market, this trend is expected to contribute to the overall growth potential of the consumer market.
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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