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On the occasion of China’s Double Ninth Festival – a  traditional event on the ninth day of the ninth lunar month – JD.com’s Consumption and Industry Development Research Institute has released its “2024 Silver-Haired Consumer Report.” The report highlights an increasing convergence between the spending habits of China’s older and younger generations.

The report, based on surveys of 500 older adults and 500 younger individuals, identifies similarities in consumer preferences across areas such as, fitness, travel, skincare, and lifestyle. It reveals that China’s older adults are rapidly becoming a key force in the online consumer market, exhibiting greater spending power and a growing appetite for a wide range of modern products and services.

Blurring the Boundaries 

 One key finding is the increasing digital proficiency among older adults. According to the report, 60.7% of older adults spend more than three hours a day online, engaging in activities such as online shopping, reading news, mobile payments, and video streaming. These activities have become an integral part of their daily lives, nearly matching the habits of younger generations.

Online shopping by seniors has seen remarkable growth. From January to September 2024, the number of transactions, active shoppers, and spending by this group on JD increased by 238%, 187%, and 105%, respectively, compared to the same period in 2019. Their purchases range from basic necessities to high-tech gadgets and home appliances, with JD.com being the top choice for 95.3% of older shoppers.

Data from the National Bureau of Statistics indicates that China’s population aged 60 and above reached 280 million in 2022, with over half being younger seniors aged 60-69. This demographic is generally well-educated, financially capable, and open to new experiences, leading to consumption habits increasingly similar to those of younger generations. The report notes that younger consumers’ spending trends are also influencing the lifestyles and consumption patterns of the elderly, further blurring the boundaries between the two groups.

Growing Appetite for Modern Shopping

Health and wellness have become major priorities for older adults, reflected in the rising demand for nutrition and fitness products. Sales of probiotics and health tonics increased more than tenfold and threefold, respectively, while fitness equipment like kettlebells and resistance bands more than doubled in sales. Additionally, sports gear for activities like badminton and pickleball saw an 80% increase in demand.

Fashion and beauty spending among seniors has also surged. Jewelry and beauty product sales have climbed, with sales of rings up by 307% and jade necklaces by 132%,. Anti-aging skincare products and personalized fashion items have seen a more than tenfold increase in sales.

Older consumers are not only embracing products designed for their age group but also cutting-edge technology. Sales of electric beds and shower chairs have grown by 152% and 202%, while smart locks and switches, like kitchen appliances, are becoming more common in senior households. Sales of smart bathroom cabinets, for instance, have risen by 277%.

Beyond essential purchases, seniors are driving demand for leisure activities such as photography, travel, and music. Sales of instant cameras jumped by 165%, while live-streaming equipment and digital cameras saw sales double. Pet care is another area where spending has surged, with prescription pet food sales rising by 332% and pet health products growing by over 100%.

 

(vivian.yang@jd.com)

On September 19th, JD Super, the supermarket division of JD.com, collaborated with the city of Wuchang and leading local businesses to officially launch the Wuchang rice harvest season. This partnership highlights JD’s commitment to promoting premium agricultural products and providing customers with access to authentic Wuchang rice at competitive prices, thanks to a direct-from-source supply chain.

Wuchang rice harvest ceremony held at the production base for JD Super

To mark the event, four international influencers were invited to experience the rice harvest firsthand in the paddy fields. Brian, an influencer from Argentina, was impressed by the large-scale mechanized farming operations in Northeast China, witnessing the entire process from plowing and seedling cultivation to transplanting and harvesting. Ameen, a journalist from Iraq, marveled at how China, with only 9% of the world’s arable land, is able to feed 20% of the global population.

Russian vlogger “Liu Nasijia” gained a new appreciation for rice, discovering its versatility beyond its use in traditional sushi, thanks to the Wuchang rice tasting. Meanwhile, Rwandan influencer “Xiao Hei Tan” pointed out the affordability of JD Super’s rice product offerings, noting that while rice in Africa typically costs around 5-6 yuan per 500g, JD Super offers it for under 3 yuan per 500g, making it highly accessible to consumers.

“Liu Nasijia”, “Xiao Hei Tan”, Ameen and Brian

Wuchang, located in Heilongjiang Province in Northeast China, is known as the “Home of Premium Rice.” For nine consecutive years, Wuchang rice has topped China’s regional brand value list. Harvested once annually, the rice has a growing cycle of approximately 150 days, with the harvest taking place over 15 days in late September.

To ensure a steady supply of high-quality Wuchang rice, JD Super has partnered with leading local enterprises, including Jinhe Rice Industry, to offer exclusive sales. By establishing a dedicated rice production base in Wuchang’s core agricultural area, JD Super ensures that customers receive only the finest rice.

JD Super’s dedicated rice production base in Wuchang

Since 2019, Wuchang has been selling traceable, authentic Wuchang rice through two flagship stores on JD Super. In addition to helping local businesses in Wuchang establish brand stores and expand their online presence, JD Super’s sales of Wuchang rice now exceed 1 billion yuan annually.

A notable success story is Jinhe Rice Industry, whose premium brands, Shengshangyipin and Tianzuogushi, have seen significant growth through exclusive offerings on JD Super, including organic Wuchang rice and germ rice. By leveraging JD’s “10 Billion-Yuan Discount” program, Jinhe Rice Industry saw a 138% sales increase from January to August 2024, surpassing the growth of JD Super’s overall rice category.

On September 19th, JD Super also launched its third annual Agricultural Specialties Shopping Festival. By eliminating middlemen and sourcing products directly from farms, JD Super ensures that consumers enjoy top-quality agricultural products at the most competitive prices. With initiatives like the billion-yuan agricultural subsidies and livestream sales, JD Super is making premium, authentic goods more accessible to shoppers across China.

 

(vivian.yang@jd.com)