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by Ella Kidron

Ready-to-cook Chinese New Year specialties are receiving a fair amount of attention this year. Many Chinese consumers are preparing for an unconventional CNY celebration, having opted to spend the holiday in the cities where they work rather than traveling.

Learn more about Chinese New Year dishes: Happy Chinese New Year Episode 1: https://www.youtube.com/watch?v=l-8vMAorqLg

As data released by the JD Big Data Research Institute on Feb. 9 indicates, sales of prepared versions of Chinese New Year dinner must-haves are significantly higher than before. Sales of a one-person serving of the traditional delicacy Buddha Jumps over the Wall have increased four times. Some consumers have gone all out – sales of set meals of auspicious CNY dishes are up 3.5 times.

Learn more about Chinese New Year dishes: Happy Chinese New Year Episode 2: https://www.youtube.com/watch?v=9OVyw_k2gP0&t=73s

Since Laba Festival, searches for Chinese New Year’s Eve meals (年夜饭 in Chinese) have continued to rise, with search volume more than doubling that of last year (according to the lunar calendar). The meal enjoyed on the eve of Chinese New Year is known for including a rich abundance of dishes, each of which is meant to bring prosperity, happiness or other good fortune to the diners.

For example, large meatballs (often referred to as Four Happiness Meatballs, which signify family reunion and completeness) sold increased a whopping 17 times. Prepared pig’s feet increased 300%, as the pig represents wealth and that each year will be better and better. Prepared fish, which signifies surplus as the word for fish and surplus sound the same in Mandarin, increased 122% and eight treasure rice, which signifies a bountiful harvest, increased 148%.

Learn more about Chinese New Year dishes: Happy Chinese New Year Episode 3: https://www.youtube.com/watch?v=ubtEiOLhQDc&t=6s

Interest in time-honored Chinese brands to ring in CNY has not waned. Brands including Daoxiangcun, Tianfuhao and more doubled the amount sold. In particular, products from time honored brands purchased by the post-95 generation have increased 365%.

Many consumers, even those who are going to roll up their sleeves, are opting for a bit of help in the kitchen this year. Ready-to-cook products increased 160% YOY. With less travel between cities this year than previous years, one-to-two person servings of traditional dishes have seen sales increase 3.5 times. Fish Filets in Hot Chili Oil(水煮鱼), self-heating hot pot and Buddha Jumps over the Wall are the most popular. Despite the massive increase in prepared food, there are also plenty of families eager to get creative in the kitchen. Sales of air fryers, pressure cookers and crockpots, and electric whisks increased over 150% YOY.

Learn more about Chinese New Year dishes: Happy Chinese New Year Episode 4: https://www.youtube.com/watch?v=xyQANhJ7Q9s&t=46s

 

 

(ella@jd.com)

by Vivian Yang

JD.com is gearing up for the upcoming Chinese New Year holiday with constant omnichannel shopping and one-hour delivery service. The company made the announcement on Feb. 9, two days before the seven-day national holiday.

The service, known as “JD Citywide Shopping (京东全城购)”, is JD’s omnichannel fulfillment supply chain program to integrate multiple offline channels, including chain supermarkets like Walmart, enabling them to deliver orders originating from JD directly and improving the supply chain efficiency of the offline retailers.

Products available via JD Citywide Shopping on JD’s app

Leveraging the local on-demand delivery network of Dada Group, customers’ orders on JD will be dispatched from nearby participating stores and delivered to customers within 1 hour, with some products available for delivery within 15 mins.

“The service will be especially helpful for customers who feel ill and need medicine immediately or who run out of daily necessities during the holiday such as facemasks and disinfectant,” said a spokesperson of the program.

More than 20,000 chain supermarkets across China have now participated in the program, making a myriad of products available for consumers to order online, ranging from fresh groceries, home appliances, consumer electronics, to healthcare and personal care products. The one-hour delivery service is standardized throughout the year, with no exception on the eve of the Chinese New Year, when almost all Chinese are enjoying their traditional and indispensable family reunion dinner.

 

(vivian.yang@jd.com)

by Ling Cao

There’s a Chinese tradition to wear red-colored underwear to welcome the new year, especially during one’s own “zodiac year” for extra luck. (The Chinese lunar calendar includes a cycle of twelve years, with each year represented by an animal.) One young man, Xin Wang, who is studying at a university in Taiwan, unexpectedly received Year of the Ox-themed red underwear purchased by his mom on JD just ahead of Chinese New Year (CNY).

Due to the distance, Wang’s mom was very anxious that her son may not be able to receive the gift.  Fortunately, she found that JD could deliver to Taiwan and Hong Kong. After she found the perfect gift, the parcel traveled all the way from mainland China to Wang’s doorstep in Taiwan in seven working days. JD is responsible for the warehousing and delivery in mainland China, and works with a logistics provider for last mile delivery in Taiwan.

This is also a first holiday delivery received by Wang. Although he doesn’t subscribe to old traditions, he felt a sense of warmth from his mom, he said.

Jing Zhang, who works at JD’s customer service department shared, “Because the delivery was done by our partner, the tracking information didn’t update that fast on JD app. Wang’s mom called me to check the logistics details every day until her son finally received the parcel. I can feel how much she cares about her son.”

Jing Zhang

This is just one example of how JD can help customers when they are in need. A teenager, 14-year old Xue who was raised by his mom alone, bought a birthday cake for his mom recently with the help of JD’s customer service team.

Due to the uncertainty of COVID-19, Xue’s mom will stay in the city where she works, Beijing, during Chinese New Year. Xue will stay in their hometown of Mianyang, Sichuan province for schooling. This is the second year in which they will be apart during CNY.

Xue’s mom is a food delivery courier, and Xue worried that she wouldn’t have time to celebrate her birthday. One night in late December, 2020, Xue contacted JD for help. Xue said, “I only have RMB 130 yuan, but I was wondering if I can buy a birthday cake for my mom, as tomorrow is her birthday.”

Linyu Fan, who works at JD’s customer service center picked up the call, and carefully suggested several cakes which could be delivered the next day. Xue chose a cake with peach flavor, which is his mom’s favorite flavor.

Linyu Fan

Fan’s help brought a happy ending. The next day night, Fan received a short video from Xue showing his mom happily enjoying the cake and blowing out candles.

JD always holds the customer first as a business priority. During CNY, JD will continue to operate, providing integrated services covering sales, customer service and logistics down to the last mile.

 

(ling.cao@jd.com)

by Vivian Yang

JD Books unveiled the top 10 bestsellers of books among university students ordered through JD’s library procurement platform on Feb 8. The top three bestsellers are the Chinese versions of:

• Vision, by Jun Wu
• Young People, Read Karl Marx, by Tatsuru Uchida and Yasuhiro Ishikawa (内田树, 石川康宏)
• Seeing the World, by Fu Ying

The digital platform provides an innovative way for university libraries to manage book procurement and better serve the diversified reading needs of students at the same time.

Students from universities that are already equipped with the platform can easily select books on JD Books, the book-selling platform on JD.com, after getting permission from their universities, which pay for the book orders. Then, students can request the books to be delivered directly to their addresses – even when they are studying at home on vacation – and after each books were returned to the libraries, the books will be cataloged for future  checkout.

“JD Books’ procurement platform aims to offer up-to-date and comprehensive reading choices to students by being a cloud-based resource for university libraries,” said a spokesperson of JD Books.

Since its launch at the end of 2019, the platform has now been adopted by over 20 Chinese universities, with a dozen more university libraries to be connected in the near future. According to JD Books’ plan, about 100 universities in China will benefit from this platform in 2021.

Chongqing University is the first user of the platform. Its library procured nearly 10,000 books via the platform in 2020. Xinya Yang, the head librarian of the university, noted that the platform has created a pioneering book procurement model for the university which enables “freedom of reading” for the students, including reducing their waiting time in the traditional book procurement process, and makes their library operation more efficient, intelligent and convenient.

Content-wise, literary books are the most popular category and books about self-improvement, growth, and business management are the second most popular.

Among the Top 100 books bought on JD’s library procurement platform, literary books account for 30%, especially novels. The Japanese mystery novel writer Higashino Keigo (东野圭吾) had six books shortlisted in the Top 100.

“Sixty-seven bestsellers on the list were published between 2018-2020, making up two thirds of the top 100 books, which shows that students are eager to grasp the most updated knowledge and latest information,” added the spokesperson.

 

(vivian.yang@jd.com)

by Ling Cao

JD opened an imported liquor bar JD YOUNG in Xiamen on Jan. 31, providing free taste before purchase. Most items available for a taste are new products from brands including Bushmills, The Dublin and Dead Rabbit, as well as Hennessy. At 200 square meters, the bar can provide customers with an omnichannel experience, allowing them to enjoy drinks at the bar, and purchase them in-store or online. By using JD’s Omnichannel Fulfillment system, JD can deliver to consumers in as fast as 28 minutes.

Yan Liu, head of imported liquor at JD shared, “Offline stores have the advantage for tasting. By opening the store, JD aims to work with brands to create a trend for alcohol consumption.”

According to an industry white paper, consumption among 18-24 year-old, and females has increased. Social networking and consumption of alcohol on-site for purposes such as networking, friends reunions and more have become trends in China in 2021.

Located in the GRG Art Center in Xiamen, the bar is in an area frequented by young people, and is a program under the comprehensive cooperation between JD Super and Grandgle, a Xiamen based liquor importing company.

Liu said, “In the future, the bar will combine online and offline resources to provide customers with a better experience, such as livestreaming and pop-up stores, tasting salons and more. JD will also plan to open tasting sessions for customers.”

On the same day of the store opening, JD held the omnichannel super brand day for Hennessy, and held a livestream in the bar. Customers can get coupons and purchase directly via JD’s app.

Liu added, “Unlike the traditional bars, JD YOUNG bar focuses more on a high quality, professional operation and fulfillment experience. Going forward, JD plans to expand the model to more cities including Beijing, Shanghai and Guangzhou.”

 

(ling.cao@jd.com)