Dec 31, 2020|
JD’s Data: Gifting Tendencies Vary by Ages
by Ella Kidron and Hui Zhang
According to a new report released by JD on Dec. 28, gifting in China is not just about politeness. Giving gifts is also increasingly a way to convey emotion, especially for Generation Z, and the tendencies vary widely by age.
According to JD’s data, parents are a constant recipient of gifts for consumers at any age. Generation Z is most focused on giving gifts to parents, teachers and classmates, where as consumers 26-35 years old give most frequently to their significant others. Middle aged (36-45 years old) consumers spend more on gifts for clients and friends, while elderly people send the most gifts to children, even grandchildren.
There is also a big difference in when people buy gifts. As consumers get older, they are more inclined to give gifts around traditional holidays such as Spring Festival, Dragon Boat and Mid-Autumn Festival, rather than based on personal dates of significance such as birthdays, wedding anniversaries, and more. International Children’s Day (Jun. 1) has the highest proportion of gift givers between the ages of 36-45 and over 56 years old, indicating parents or grandparents are the main force driving this consumption. Comparing data from Christmas, Valentine’s Day (Feb. 14), 520 (Chinese Internet Valentine’s Day held on May 20, and the Chinese pronunciation of 520 and “I love you” is close to “I love you” are similar ) and Qixi Festival (Chinese Valentine’s Day) indicates that it is in fact Qixi festival which drives peaks in categories such as jewelry, watches and cosmetics.
Based on JD’s big data, an increasing number of leading global brands chose JD to release their new products or limited holiday gifting packages, such as Salvatore Ferragamo, Montblanc, OLAY, and others, during festivals and holidays. In December, JD has partnered with Japanese photographer Mika Ninagawa（蜷川实花） to release a limited holiday collection of apparel. Ninagawa is known for her brightly colored photographs of flowers, goldfish, and landscapes.
When it comes to choosing gifts, most people will choose ‘what the other person likes’. This increases with age. Younger people are more likely to directly ask the gift recipient what they want. They also pay more attention to the “success rate” of gift giving; in other words, making sure the gift they buy is what the recipient wants rather than a surprise just for the sake of it. Consumers between ages 16-25 are also most likely to shop for gifts online, as are consumers over 56 years old, who might appreciate the convenience due and accessibility of online platforms as they age.
Apr 11, 2024|
JD.com Bolsters Video Content Creation with One Billion Yuan Investment
On April 10, 2024, JD.com announced an investment of one billion yuan in cash incentives aimed at attracting a wider pool of video content creators and institutions to its platform. This initiative underscores JD’s commitment to leveraging the power of short videos and live streams in innovating the online shopping journey for its users and providing brand merchants with novel avenues for growth.
According to the “China Internet Audiovisual Development Research Report (2024),” 71.2% of surveyed users engage in online shopping through watching short videos and live streams, with over 40% identifying them as their primary channels of consumption. This trend underscores the growing influence of video content on consumer purchasing behavior.
JD’s approach to cultivating a vibrant content ecosystem is multifaceted. For individual content creators, the platform offers generous cash subsidies across more than 20 product categories, including electronics, home appliances, fashion, and health, to name a few. Creators who meet the platform’s recruitment criteria can receive weekly bonuses of up to 30,000 yuan, alongside additional incentives such as video playback subsidies and sales commissions.
On the institutional front, JD has established a separate five-million-yuan incentive program. Institutions that successfully onboard a significant number of influencers will receive generous monthly cash subsidies. JD will also provide one-on-one guidance and support to enhance these institutions’ operational effectiveness on the platform.
A key element is the prioritization of high-quality, original content. The platform intends to amplify the reach of such content through algorithms, traffic coupons, and other means, thereby ensuring a richer and more engaging shopping experience for its users.
In a bid to further elevate its content offerings, JD is also in the process of incubating top-tier influencers, with plans to cultivate 100 star influencers by year-end. This initiative builds on the substantial growth witnessed in JD’s content ecosystem over the past year, marked by a 300% increase for “trial + review” videos in key metrics such as orders, user base, and viewing duration. Notably, during the Singles’ Day Grand Promotion in 2023, JD’s video challenges initiative generated nearly 100 million yuan in transactions, showcasing the immense potential of content-driven e-commerce.
JD.com’s latest investment reflects its ongoing dedication to innovation and excellence in e-commerce. By fostering a dynamic and creative content community, JD aims not only to enhance the shopping experience for its users but also to empower creators and institutions with new opportunities for growth and success.
Apr 10, 2024|
JD.com and Lenovo Form Strategic Cooperation to Drive AI Integration
On April 7, 2024, JD.com and Lenovo announced a strategic partnership focused on AI marketing, intelligent supply chains, and AI technology integration. The partnership positions JD.com and Lenovo as leading AI PC partners, with Lenovo targeting RMB 120 billion in sales across JD’s platforms within the next three years. The collaboration will be focused on accelerating the adoption of AI PCs and making smart devices more ubiquitous in households.
During the signing ceremony at JD’s headquarters, Sandy Xu, CEO of JD.com, highlighted the enduring collaboration between JD.com and Lenovo, predicting a surge in consumer demand and industry-wide innovation. Leveraging JD’s digital supply chain capabilities, the aim is to enhance consumer experiences for both individuals and enterprises.
Liu Jun, Executive Vice President and President of the China Region of Lenovo Group, underscored the significance of JD.com as a vital strategic partner in Lenovo’s AI-focused strategy. This collaboration intends to establish a comprehensive AI industry ecosystem, covering everything from AI PCs to servers and integrated solutions.
The partnership is structured around three principal goals: deepening collaborative efforts on Lenovo’s extensive AI products, solutions, and services; acting as mutual pioneers in the AI PC domain to encourage adoption via JD’s exclusive product launch deals; and working together to cultivate an AI terminal industry ecosystem that enhances the consumer experience.
In line with JD.com’s recently announced mission “Making Lives Better through Technology,” the company is committed to providing robust supply chain technology, integrating AI into physical scenarios, and offering more convenient and affordable consumption options.
Photo Gallery: This Week at JD (December 28 – December 31)
