Oct 26, 2020|
Spike in Gifts for Elderly Ahead of China’s Seniors’ Day
by Kelly Dawson
Pronounced “jiu” in Mandarin, the number nine is a homonym for a character indicating a “long and healthy life.” As such, China honors its elderly each year on the ninth day of the ninth month of the Lunar Calendar, on “Seniors’ Day.”
According to JD’s data, younger and middle-aged consumers began preparing gifts for their elderly loved ones weeks ahead of this year’s festival, which fell on October 25th. Searches spiked in descending order for mothers, fathers, mother-in-laws and father-in-laws.
The most common gifts for parents included coats, sweaters, leather shoes, down jackets and other warm, fashionable items. Mother-in-laws tended to receive slightly less functional gifts, including bracelets, scarves and necklaces. Father-in-laws received the least attention, but their gifts tended to be the most specific, with items including fishing rods, tea, baijiu alcohol and cigarettes.
JD’s data also indicated a spike in sales for other items in which “elderly” was mentioned in the product description, including shoes, bags, clothing and more. Mahogany furniture, most popular among elderly consumers, saw sales increase by 2.4 times year-on-year.
Additionally, the number of searches for devices related to leg and joint health, massage and health care for the elderly increased by five times in the weeks before the festival.
While elderly consumers (56 years -old and above) received their fair share of gifts for the festival, this particular demographic is also increasing its own purchasing share. Necessitated by the lockdowns during the height of the pandemic earlier this year, droves of elderly consumers began shopping online for the first time. In fact, the growth rate of new online shoppers has been highest among the elderly this year.
Now, even as life gradually returns to normal, many elderly shoppers continue to take advantage of the convenience and ease of purchasing online. According to JD’s data, the number of online consultation orders for elderly users increased by 233 times year-on-year.
Elderly consumers most commonly buy vegetables, fruit and meat online, but their consumption of nutritional and health products has also increased by 83%. Sales of fitness training products also increased by more than 100%.
Elderly consumers aren’t only buying items with their physical health in mind; their attention has also shifted to include products related to spiritual and educational nourishment. Sales of history books increased by 77% year-on-year among elderly shoppers; and the sales of photography and other hobby products to elderly shoppers increased by more than 50%. Their attention is also increasingly being diverted to their pet companions, with the number of orders for online pet products and services increasing by 2.1 times year-on-year.
They’re also enjoying a little self-pampering and self-care, with beauty product sales increasing by 87% among elderly shoppers. Jewelry and hair accessories saw an increase of 50% too.
Many are becoming more educated and aware of online trends related to consumer categories and brands. For example: In Beijing, Shanghai and Fujian, elderly consumers are most likely to buy celebrity-endorsed products.
Nov 7, 2024|
CIIE 2024: JD.com to Expand Imports of Specialty Brands, Strengthen Healthcare Partnerships, and Enhance Logistics
At the 7th China International Import Expo (CIIE) on November 5, JD Super, the supermarket division of JD.com, announced a major initiative to broaden its selection of imported specialty. Over the next three years, JD Super plans to introduce over 1,000 new international brands to meet the increasing demand for high-quality, diverse imported goods.
Meeting the Growing Demand for Quality Imports
According to JD Worldwide’s “White Paper on 2024 China Cross-Border Consumption Trends,” more than 80% of Chinese consumers are interested in imported products, with many prioritizing authenticity, quality, and fast delivery. In response, JD has significantly expanded its range of international offerings. During the ongoing Singles’ Day Grand Promotion, sales of cross-border products have surged, with more than 600 brands experiencing a sales increase of over 100% compared to last year.
Strengthening High-Quality Food Partnerships
Demonstrating JD.com’s commitment to sourcing high-quality products, JD Super signed a new procurement agreement at CIIE with Huadong Foods and Teys, a major Australian beef brand under Cargill. Under this agreement, JD Super and Huadong Foods will procure $50 million of Teys beef throughout 2025. This partnership underscores JD’s strategy of collaborating with trusted suppliers to provide high-quality, affordable beef to Chinese consumers.
Delivering Authentic Global Goods Efficiently
JD Logistics has built a robust logistics network that spans bonded, direct mail, and overseas warehouses, facilitating fast deliveries of imported items across categories such as electronics, fashion, beauty, food, and baby products. In many major cities, delivery times have been reduced to under 48 hours.
For instance, JD Super’s partnership with Raub of Malaysia enables the import of Musang King durians, which are harvested at peak ripeness and air-shipped with cold chain logistics for delivery within 24 hours. Additionally, JD.com also secured an early supply of Chilean cherries, available since October, which can be delivered in as little as 30 minutes in many areas through JD NOW, its on-demand retail service.
JD.com’s “JD National Pavilions” program, which features over 150 country-themed flagship stores from more than 70 countries and regions, continues to be a cornerstone of its import strategy. Supported by embassies and reputable organizations, this initiative offers Chinese consumers access to premium products and cultural experiences from around the world. In April, JD launched the JD National Pavilion of Mali, introducing popular items like shea butter and garnering over 40,000 followers.
Expanding Healthcare and Logistics Partnerships
JD Health is also making strides at CIIE by strengthening partnerships with leading global healthcare companies, including Merck, Bayer, and Roche. As “China’s premier online health access point,” JD Health is committed to integrating digital and physical healthcare resources to improve access and convenience for patients.
Key collaborations include initiatives with Haleon to promote brain health and anti-aging for the “silver economy,” with MSD China on a digital diabetes management model, and with Teva Pharmaceuticals to provide patient education for conditions such as tardive dyskinesia (TD) and Huntington’s disease (HD).
On the logistics front, JD Logistics announced plans to double its overseas warehouse space by 2025 and expand its network of bonded and direct mail warehouses. JD Express now serves over 60 countries, enhancing cross-border delivery efficiency and supporting both brands and consumers.
Through these efforts, JD.com reaffirms its commitment to sourcing and delivering authentic, high-quality imported products to Chinese consumers, supported by an advanced supply chain that ensures a superior shopping experience.
(vivian.yang@jd.com)
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