by Doris Liu
JD.com and the Beijing Municipal Sports Bureau kicked off the 8.8 Beijing Sports Consumption Festival on August 8 under the theme of “Joyful Sports, Joyful Excellence,” adopting a variety of ways to ignite passion for sports.
The one-month festival added an offline carnival of sports experience scenarios this year, which are intended to complement the festival’s four thematic sections of “Buy Online,” “Race Online,” “Order Online” and “Learn Online”. The carnival provides the public photo-ready scenarios, camping and frisbee experience areas, as well as an interactive gaming area where people can have a ski adventure while wearing a VR headset.
By linking online shopping with offline scenarios, the J Shop, JD’s fashion and lifestyle business, managed to meet the personalized sports needs of customers. Since the pandemic has made people explore more non-social activities, cycling, swimming and camping have become more popular sports for outdoor relaxation and exercise, as shown by the sales data of the festival.
For instance, JD.com saw a threefold increase in sales of road bikes from August 1-8. From June, road bikes, city bikes, mountain bikes and folding bikes surged by 120 percent, 90 percent, 70 percent and 60 percent year-over-year (YOY) respectively in transaction volume. Sales of cycling equipment doubled while sales of cycling jersey and bike accessories increased 163 and 90 percent YOY.
Data from the J Shop showed that customers are willing to splurge on cycling, with the most sought-after road bikes mainly being priced above RMB 10,000 yuan and occupying 10 percent of the overall sales. The most popular traditional mountain bikes are RMB 1,000-2,000 yuan, while the prices for folding and city bikes are around RMB 500-1,000 yuan.