by Xiaoqian Han

Sales of fashion and luxury goods on JD.com, such as Tory Burch, MCM, FURLA, TOD’S, HUGO BOSS, Emporio Armani, Longines and Coach, increased significantly on Valentine’s Day.

The turnover of trendy women’s purses increased by more than 10 times year-on-year (YOY). Tory Burch, an American brand that recently opened a flagship store on JD.com, saw a 246% increase in sales month-on-month compared to the five days before the Valentine’s Day period (February 9th to 14th). Sales of other brands like Germany’s top leather goods brand MCM and long-standing Italian leather brand FURLA also increased by 318% and 650% respectively month-on-month. Sales of TOD’S increased by 331% YOY, and HUGO BOSS and Coach increased by 168% and 588% respectively YOY.

Various fashion brands have launched limited designs for Valentine’s Day, highlighting romantic love in various styles to provide JD consumers with more special choices. The sales of facial and skin care products, which are popular among female consumers, increased by more than 5 times, and the sales volume of perfumed makeup products grew by 2.4 times YOY. Meanwhile, diamonds, watches, and luxury goods sales climbed by over 4 times YOY, while pearls and K-gold accessories sales increased by more than 2 times. For example, the turnover of Emporio Armani’s diamond ladies’ watch increased by 1521% YOY on Valentine’s Day. The sales of Longines and rorolove watches grew over 200% YOY.

Consumers of different age groups tend to buy different types of items. The younger generation born in the 1990s prefers romantic gifts, and men purchased 70% of the romantic-categorized gifts to express their love. Consumers born in 1985s are the primary purchasers of surprise-categorized Valentine’s Day gifts for their partners. Gift boxes account for a bigger proportion of transaction value in the 46 and above age group, and the consumption data also show that customers in this age group tend to choose practical gifts more than other age groups.

Many luxury brands have joined JD.com as a result of outstanding sales performance on the platform. So far, more than 300 luxury fashion brands have opened official flagship stores on JD.com, allowing customers to purchase items from across the world without leaving their homes and enjoy the high-quality products.

(hanxiaoqian3@jd.com)

by Doris Liu

In preparation of the Lantern Festival, which fell on February 15 this year, customers showed a great demand for both traditional and non-traditional flavors of “tangyuan”, a traditional Chinese dessert usually served on the day, with its turnover on JD.com surging dramatically.

“Tangyuan”, glutinous rice flour balls with sweet stuffing, are regarded as a symbol of family reunions and a happy life. This year, packages offering an assortment of flavors account for 31 percent of JD’s online sales of Tangyuan, showing a trend of trying multiple flavors at one meal by customers. Sales of glutinous rice flour, black sesame filling and red bean paste, which are classic ingredients of home-made Tangyuan, went up by 91 percent YOY.

Many non-traditional flavors of tangyuan gained popularity among consumers. The sales volume of Oreo cookie flavored tangyuan increased by 12.6 times YOY, and salty yolk-stuffing tangyuan more than doubled YOY. In addition, hawthorn and orange flavors climbed by more than 75 percent YOY respectively, while sales of sugar-free tangyuan, which represent a healthy lifestyle and good for diabetics, were up by 70 percent YOY.

Lighting up lanterns and guessing riddles are traditional customs for the festival. Festive consumption related to the tradition was also surging, with the turnover of multi-color lights climbing up by almost fivefold and lanterns by 171 percent YOY respectively.

Many people turned to online shopping for family members. Among the cross-province orders placed before the festival, sales of health services and fresh food both increased by more than double YOY, and sales of jewelry increased by 68 percent YOY.

The Lantern Festival traditionally marks the end of the Chinese New Year celebration.

(liujun215@jd.com)

by Yiming Yan

The Beijing Winter Olympics have stimulated Chinese people’s enthusiasm for ice and snow sports, which has also triggered a surge in associated consumption.

According to JD.com, searches for Olympic mascot “Bing Dwen Dwen” on the JD App have at times accounted for 90% of site traffic, with over 10 million searches done during the Spring Festival Grand Promotion.

The mascot’s appeal is a microcosm of the recent “ice-and-snow fever.” Since January 9, Guangxi, Anhui, Yunnan, Hubei, and Hunan have been among the provinces and autonomous regions with the fastest-growing winter sports consumption, according to the JD Research Institute for Consumption and Industrial Development. To put that in context, ice and snow equipment turnover climbed by 107 percent YOY, while garment turnover increased by 99 percent, and winter sports safety gear increased by 41 percent.

Search results of Eileen Gu on JD.com

In addition, the data revealed the following regional and population features of winter sports consumption: Sports consumption has long been not limited to the north, with southern regions’ consumption such as Zhejiang and Sichuan ranking among the top five. During the Spring Festival Grand Promotion, the five provinces and autonomous region with the fastest YOY growth were all in the south: Guangxi, Anhui, Yunnan, Hubei, and Hunan all had growth rates exceeding 400 percent.

When it came to consumer categorization, the primary drivers of consumption growth were women and children. More than 70 percent of snowboarding customers are under the age of 35. In 2021, female consumers spent 248 percent more on ice and snow activities, while men spent 181 percent more compared with last year.

Eileen Gu (“Gu Ailing” in Chinese), JD.com’s retail endorser and a world-class skier, won the gold medal in the women’s big jump in the freestyle skiing at the Beijing Winter Olympics on February 8.

Following Gu’s win, the total sales of her promoted items in JD.com on the day increased by 8.4 times compared to the opening day of the Winter Olympics on February 4, and the sales of Gu Ailing’s identical Anta clothes soared by more than 20 times.

(yanyiming1@jd.com)

by Xiaoqian Han

In celebration of Valentine’s Day and the launch of flagship store in December 2021, Yves Saint Laurent (YSL) offered a variety of Valentine’s Day limited-edition products to JD’s consumers for a Super Brand Day on February 9, 2022.

Inspired by the Valentine’s Day, YSL has released a range of love-themed limited editions on that day, including perfume and lipstick gift boxes with four red velvet lipsticks gift pack on YSL’s self-operated flagship store designed exclusively for JD.com users.

With the help of JD’s e-commerce and logistics advantages, all the products on the YSL flagship store could be delivered to consumers within 24 hours by JD Logistics.

Apart from YSL, JD Beauty has already introduced a number of high-end beauty brands in the past year, including Guerlain, Givenchy, Estee Lauder, and Kiehl’s. Many worldwide businesses have regarded the JD as a new platform for product sales and brand marketing through JD.com’s Super Brand Day and 618 Grand Promotion sales.

As a French premium brand, YSL is renowned for offering a broad line of premium cosmetics, and skin care products.

(hanxiaoqian3@jd.com)

by Yiming Yan and Xiaoqian Han

As this year’s Spring Festival ushered in both the Year of the Tiger and the Beijing Winter Olympics, JD.com’s consumption data revealed exciting growth: The platform’s turnover increased by more than 50 percent year-on-year from New Year’s Eve (which fell on January 31) to the 5th day of the first lunar month (YOY). In addition, sales increased by 87 percent, 86 percent, 64 percent, and 61 percent in 4 provinces, namely Henan, Jiangxi, Hunan, and Anhui, respectively.

In terms of New Year’s greetings, the commencement of the Year of the Tiger boosted sales of Tiger-themed merchandise. The entire value of the jewelry category climbed by more than 50 percent YOY as of February 5, compared to ox-element products in the same period last year, which is the Year of the Ox; as gold ring sales increased by 28.5 percent YOY.

Toys with tiger features are also highly popular: The sales revenue of tiger-themed designer toys and musical instruments, such as building blocks, remote control toys, and other toys and musical instruments, has increased by more than tenfold, while sales of baby carriages and cribs have increased by 35.8 percent.

Furthermore, the Beijing Winter Olympics also promotes new consumption trends, stimulating national enthusiasm in ice and snow sports. The overall turnover of ski sports products such as ski pants and snowboards climbed by 322 percent YOY.

Compared with ski sports, ice sports products such as figure ice skates and speed skates sharpeners, increased by 553 percent and 420 percent respectively. Moreover, JD.com saw a 90 percent increase in search volume for the mascot Bing Dwen Dwen; sales of ANTA down jackets increased by 203 percent; and turnover of Descente down jackets increased by 196 percent YOY.

Due to the pandemic, many people turned to online shopping for Chinese New Year goods for family members, as they were unable to travel to visit their relatives. More than 5 million SKUs were shipped off-site during the Spring Festival, with the provinces and municipalities that received the most off-site packages being Henan, Jiangsu, and Hebei, while the most were ordered from Guangdong, Shanghai, and Beijing.

JD.com launched the Spring Festival delivery service for the tenth consecutive year, allowing consumers in more than 300 cities to receive packages as usual even on New Year’s Eve. As an incentive, JD Logistics has allocated over RMB 400 million yuan as allowance on front-line courier employees who stayed on duty over the Spring Festival holidays.

(yanyiming1@jd.com / hanxiaoqian3@jd.com)