by Rachel Liu

JD Big Data Research Institute released its 2020 Consumption Trends of Home and Life Products Report, showing that Chinese consumers care more about the comfort level of their living spaces.

Data finds that consumers have more diverse ways of using their living spaces. Post-1995 consumers are becoming the new force for home and life products consumption. Male consumers are more involved in kitchens, and the “health” became the key demand of home decoration as a result of COVID-19.

JD Data shows that about 40% of customers choose to read on the toilet. About 46% of customers choose to put tissues by their bedsides rather than books. And 24% of consumers put storage boxes for jewelry and cosmetics on their desks instead of study materials and office supplies.

The report also shows that post-1995 consumers are paying more attention to their sleeping quality. The y-o-y sales increase of latex pillows, memory foam pillows and fiber pillows among the group are all over 40%, and sales of silk quilts increased by 109% y-o-y.

Male customers are more involved in kitchens., In kitchen gadgets, shelves and disposable items, sales of male customers are 9% higher than that of female customers. For kitchen storage utensils, sales to male customers are 22% and 11% higher than that of female respectively. Male customers are also buying more computer desks, office  and gaming chairs. In particular sales of gaming chairs increased by 370% y-o-y.

With COVID-19 consumers pay more attention to healthy products when decorating their homes. On March 31^st, during JD’s annual promotion for home decoration products, sales of germicidal lamps was 5 fold of the same period last year.

 

(liuchang61@jd.com)

by Yuchuan Wang

Today, New Zealand Trade and Enterprise (NZTE) and JD.com jointly kick off the “New Zealand National Products Festival”, creating a one-week shopping extravaganza for Chinese consumers to buy high-quality New Zealand imported products. Fifty brands join the promotion, offering nearly 300 products sourced directly from New Zealand including meat, wine, wellness products and fruits among many others.

New Zealand is renowned for quality agricultural products, and China has always been an important export market. The global outbreak of COVID-19 has severely impacted exports. Consumption and demand picking back up in China gives opportunities for New Zealand brands and manufacturers, and JD.com offers a superb platform for Chinese consumers to access New Zealand products.

Many participating brands will introduce customized and exclusive products during this promotion period. Zespri, the world’s largest kiwifruit producer and iconic brand, will customize its products with special JD packaging. New Zealand apple brand, Mr. Apple, has designed a gift box for JD’s consumers while the brand Posy will introduce new apple products during the promotion.

To ensure product quality and freshness, JD also upgraded its global sourcing supply chain with brand partners. Earlier in March, JD announced it had become the world’s first online retailer to supply Zespri kiwifruit from the brand directly to consumers. New Zealand apple brands, Mr. Apple and T&G, also followed suit. This direct supply model will remove middlemen and benefit the end consumers, while ensuring sufficient product supply.

 

 

Clare Fearnley, New Zealand’s Ambassador to China, said: “New Zealand offers a world-class food production system and food safety quality control. We look forward to having more friends from China taste high-quality New Zealand food through this promotion with JD.com.”

Richard Dunsheath, Trade Commissioner at NZTE Shanghai also expressed, “We hope to collaborate with JD.com more in the future.”

New Zealand and JD.com have a long history of collaboration. Many of the country’s key products – such as kiwifruit, apples, cherries, meat and seafood – have sold well and are trusted by JD’s consumers.

 

(yuchuan.wang@jd.com)