Jan 27, 2022|

Leading U.S. Brands Gear Up for JD’s Chinese New Year Grand Promotion


by Vivian Yang

The Chinese New Year (CNY) is the most important festival in Chinese traditional culture and is also a time when people shop for various items that preserve customs or represent a new start; or as gifts for family members. Each year, brands from home and abroad develop special offerings to cater to Chinese consumers’ demands as they prepare for the celebration in the month leading up to the festival.

This year, a number of brands from the U.S. have demonstrated standout campaigns for the new year shopping season, with the top 10 hot products and categories both witnessing around 20% sales growth YoY in the first two weeks of JD’s CNY Grand Promotion, which started on January 9th and will last till Feb 7th.

Snack foods and drinks are the must-haves for the family-bonding event. Coca-Cola unveiled its exclusive tiger family cans that highlight the upcoming “Year of Tiger” and family reunions. The brand has achieved over 100% sales growth YoY in the first two weeks of the promotion.   Jack Daniel introduced CNY gift box of Gold No. 27 Tennessee Whiskey with sales increasing 64% YoY. Budweiser joined JD Super, JD’s omni-channel supermarket’s super brand day campaign on Jan 23rd. In the first hour of the campaign, 5,000+ cases of Budweiser’s beer were sold out and the brand achieved 455% GMV growth YoY during the day. Carlo Rossi’s wines imported from California is riding on its welcoming brand name, “Rossi”, which has a similar pronunciation of “happy things” in Mandarin. The brand saw a 76% growth in the first week of the promotion compared with the preceding week.

Almond Roca’s candies wrapped in red and golden packaging, are considered sweet and auspicious symbols. According to its parent company Brown & Haley, China’s lunar new year has become the second biggest holiday following Christmas for the brand, making up the lion’s share of Almond Roca’s consumption in Asia. Similarly, Kirkland Signature’s nut assortments are blending into the “eating together” festive atmosphere with its sales on JD.com rising by around 20% compared with the preceding week.

Digital and electronic products are among popular items during JD’s CNY Grand Promotion, as people want to switch to newer devices for a fresh start. Sales of Apple, HP, and Dell products all saw sales upticks compared with the preceding week. Popular brands on JD.com, like BOSE’s line-up has proven to be trendy, with purchases growing over 160% YoY.

Healthcare products are in high demand across all ages of Chinese consumers. They are appropriate gifts for senior family members. For instance, sales of MoveFree’s joint supplements increased by 28% YoY so far. China’s post-90s generation, aka Gen-Z, has already accounted for one-fourth of buyers for healthcare supplies. Severalnutrition brands including Centrum and Puritan’s Pride, have seen sales growth as the promotion begins.

Baby products are a star category on JD.com thanks to JD’s strong mindset among Chinese consumers for offering authentic and high-quality products. Baby food brands including Mead Johnson’s Enfamil, Gerber, Earth’s Best and more brands are all offering CNY promotions. Mead Johnson and JD are working closely on IP marketing to co-host “Mother and Baby Day” during the CNY Grand Promotion, and are partnering with celebrities and entertainment shows during the festival to engage with Chinese customers in a more dynamic way.

Other brands from the U.S. such as Estee Lauder, Elizabeth Arden, Adidas, Columbia and Timberland all presented their new year editions featuring the color red, tiger patterns and other Chinese aesthetic elements.

The Chinese New Year’s Day will fall on February 1st this year, followed by a week-long national holiday when people’s shopping enthusiasm will continue and will be supported by JD Logistics delivery service during the holiday.

This year marks the 10th year in a row that JD.com commits to delivery service during the Spring Festival holidays (January 31 to February 6), ensuring that customers across the country can receive their orders on time.

Another new spotlight for the Spring Festival 2022 is that JD became the exclusive interactive partner of China Media Group (CMG)’s Spring Festival Gala Show, which is akin to the U.S’ Super Bowl, enjoying an enormous audience both in and out of the country. JD has announced that it will give out RMB 1.5 billion yuan or $230 million worth of virtual red envelopes, coupons and physical gifts during the festival campaign with CMG which is expected to draw more brands’ engagement and shopping activities on the platform.