Aug 26, 2020| JD Retail

Nikon’s New Full Frame Camera Z5 Debuts Exclusively on JD

Rachel Liu

by Rachel Liu

On August 25^th, Nikon’s new full frame mirrorless Z5 camera launched exclusively on JD in China. The product was available for pre-order on JD starting August 11^th and was greatly welcomed by customers. During the first week of the launch, JD also provided customers with services such as 30-day return and price insurance. On August 25^th, sales of Nikon on JD increased 400% YOY.

The Nikon Z5 collection is an entry-level full frame camera priced under RMB 10,000 yuan, so is suitable for young customers and new photography addicts. The camera is equipped with a 24.3 MP full frame CMOS sensor to capture detailed images even in a low-light environment. It is powered by Nikon’s EXPEED 6 image processing system and 5-axis VR image stabilization system for high-quality, high-clarity photos. Its Eye-Detection Autofocus can quickly find subjects’ eyes and follow them as they move. The 273 focus points can easily focus on the subject wherever it is in the frame. Those features actually make Z5 also a good choice for vloggers and professional filming teams.

JD has also been the first choice for many electronic brands to launch their new products, and has a vast group of high-end, young customers who demand high-quality products, which is the reason for Nikon to choose JD for the launch of its Z5. To help Nikon better promote the new product, JD also prepared gift boxes for customers including SD card, camera cleaning products and a backpack. The company also hosted photography professionals on a series of livestreams over the course of one week.

“I think Nikon Z5 is a great choice for those who have just started to learn photography. Its full frame lenses can capture more image area, and the stabilization system makes it easy to handle. The price of Z5 on JD is also very competitive for a full frame camera. I started to buy cameras and accessories on JD years ago because of the fast delivery and great service,” said Ge Shi, an experienced extreme landscapes photographer.

(liuchang61@jd.com)

Aug 5, 2021| JD Retail

JD Big Data Reveals Peak Hours of China’s Online Consumption

Siyi Zhao

by Siyi Zhao

China’s e-commerce platforms are witnessing a stampede of consumers rushing to place more orders from 8 to 11 pm, indicating a new shopping habit of the society, revealed by JD Big Data Research Institute.

According to JD’s big data, China’s online sales from 8 to 11pm, May 1 to July 1, had increased over 100% year-on-year. The main spike comes from the healthcare industry, in which there is a quintuple increase in medicine and a triple increase in fitness equipment. The waist machine, yoga resistance belt, and sit-up board are all among the highest selling products at night, suggesting that work-outs from home are becoming the routine for many people, especially white-collar workers.

Apart from the necessities, it is also revealed that people are spending their money for pastimes at night. Sales in alcohols, skincare and beauty products, as well as pet services have also surged by 100%.

Besides, it is surprising to find that the sharpest rise comes from the digital product branch, in which the sales have climbed by more than 500%, accounting for over half of the transactions of the whole day, which shows people tend to place orders of expensive digital products at night after a day of rational and meticulous shopping.

Summer has always been the peak period for annual travelling. With the tickets of those popular scenery sites becoming the best sellers at night time, the latest data from JD also shows the nascent development of the country’s tourism industry in traveling or visiting attractions.

The data also tells that the post 85’s are the bulk of the online night shoppers, contributing 40% of the total sales, and they place 51% of their orders at night. And the sales from white-collar workers takes up over 31% of the total volume, followed by sales from residents in small towns and college students, indicating that the high-income group is playing an active role in the nighttime economy.

In addition, having been upgraded constantly, Chinese online platforms currently empower the one-hour delivery service for consumers, even at night time. And data from JD Daojia (JDDJ) shows the 10 highest sales increase actually spread across the low-tier cities, suggesting the potential of the consuming power in small-scale cities and the popularization of the service is comprehensive in China.

(zhaosiyi5@jd.com)

Aug 2, 2021| JD Retail

JD Big Data: Five Consumption Trends in China’s E-Sports

Vivian Yang

by Vivian Yang

JD Big Data institute released a set of e-sports consumption data on July 30^th in conjunction with China’s largest gaming event ChinaJoy 2021. Five trends emerged from the latest data, reflecting Chinese consumers’ fast-growing interests in this market.

Strong growth across all categories

According to JD’s big data, China’s e-sports and gaming hardware products achieved over 50% sales growth in the first half of 2021 compared with the same period last year, with strong growth momentum seen in all key categories across gaming laptops, PCs and mobile phones.

Gaming laptops outshined the others in terms of market demand. The top 5 best-selling gaming laptop brands are Lenovo, ASUS, HP, MECHREVO and DELL; and the fastest growing brands in this category are Xiaomi, MACHENIK, Razer and Alienware, reaching quadruple growth rate in some cases.

Preferences of different age groups

Nintendo holds firm as China’s best-selling game consoles, whereas Sony’s PS5 topped the ranks in terms of transaction volume.

Playstation and Xbox continue to lead the mainstream of family computers. Switch and PSP take the lead in the handheld console market, while Chinese brands like Xiao Ba Wang, CoolBaby, PowKiddy are dominating the middle and low-end market.

JD’s survey also observed that consumers under 26 years old showed the strongest preference for Nintendo Switch. This age group has a preference score 1.5 and 3 times higher than people age between 26-35 and 36-46 respectively. Xbox wins more hearts of people older than 35 years old, and Playstation has a more evenly distributed preference among different age groups, with higher tendency from people between 30-35.

Female Gamers on the Rise

There’s a clear gender inclination in gaming products. JD’s data showed that 80% of PlayStation and Xbox are bought by male users. In comparison, Nintendo draws more female users as it offers more games for family fun. About 40% of Nintendo consoles are bought by women, and many men also claimed that they bought them as gifts for their girlfriends.

As more and more women are plugging in and turning onto games, Nintendo has introduced a variety of tailored products for female gamers, such as Dancing Dreamer, Ring Fit Adventure, and its neon pink and neon green editions.

Market Penetration

On the aspect of geographical distribution, gaming laptops are gaining wide popularity across the country, with customers from central China areas like Zhengzhou, Changsha, Chongqing, etc., emerging with strong demand.

People from Beijing, Wuhan and cities in east China purchased the most high-end gaming PCs. People from coastal regions in east China are also buying more gaming phones. Meanwhile, data shows that orders from consumers living in lower-tier markets in central and western regions for professional e-sports electronics such as computer mouse, keyboards and earphones are quickly increasing.

At the same time, gears of superstar e-sports teams are driving the sales and fashion of gaming products. During the recent game season, many equipment displayed during the game season are actively sought after, including JDG team’s gaming chairs and aseaT, FPX team’s Sensei Ten mouse and (G) PRO X7.1 earphone, and VG team’s (CHERRY)MX8.0 mechanical keyboards and HONOR HUNTER V700 gaming laptops and more.

Single Vs Married Game Shoppers

It’s not surprising to find that single men bought more gaming products than those who have tied the knot. As explained above, most PlayStation and Xbox are ordered by single men, while Switch users showed a more balanced marriage status.

Comparing to single men who buy gaming products, married men spent much less in this category.

A closer look of the expenditures split between the purposes of family use and self-use among married people who ever bought gaming products, the ratio is 50-50 for women and 40-60 for men. The good sign in this perhaps is that more and more women are buying things for themselves, and married men have manifested stronger family responsibility, not necessarily indicating that they cannot afford to spend more on games.

(vivian.yang@jd.com)