Editor's note: Southern Metropolis Daily Department of keen insight and authority of the spread of the effect, together with powerful consumer Jingdong Group data, the two sides are working together to create 'JDND consumer index', in a timely manner to predict the consumption of new generation of people and provide related businesses marketing or even R & D, production guidelines.
Under the general trend of upgrading consumer spending, consumers 'demand for' rice and oil 'in the past has gradually escalated to consumption centered around' houses, cars and children ', while consumers' performance in the 'third son' in online shopping How? They mainly buy what products? A second-tier cities and third-tier cities and below the spending habits of what differences? To this end, the South Institute of consumer research with the JD Data Institute, heavy 11.11 National Consumer Map 11 Series Sixth 'three consumer'.
Consumers 'enthusiasm for the' three sons 'is reflected in the freshly-released data of' Jingdong 11 · 11 Global Goodies Festival 'released this year, according to data provided by Jingdong. During this year's double 11, consumers' The number is nearly double the same period last year, especially in the home appliances, starting from 0:00 on November 1, 10 minutes sales exceeded 1 billion yuan.
Second-tier cities outstanding performance
Since the launch of 'Jingdong 11.11 Global Goodies Festival' (November 1 to 5, November), consumer spending has been 'eye-catching' for the 'three sons' across the country, with the number of purchases nearly tripling from the same period of last year. In terms of first-tier cities, the rank of "three-child" consumers ranked first in terms of consumption in Beijing, Shanghai and Guangzhou; in terms of the year-on-year increase in sales volume, Third-tier and below cities saw higher growth, surpassing first and second tier cities.
Southern reporter learned from the data provided by Jingdong learned that home appliances, furniture, automotive supplies and maternal and child products are the three major categories of consumer products are favored. Appliance sales T OP5 for large appliances, kitchen appliances, a protective Health and electrical appliances and kitchen and toilet power; home improvement T OP3 for home improvement building materials, home textiles, furniture; automotive supplies T OP3 for car decoration, maintenance, beauty cleaning; and mother and child sales T OP5 for diapers wipes, milk powder , Toiletries, complementary food supplement and children's wear.
Southern reporter learned that consumers in Jingdong home appliances consumption performance 'eye-catching.' As the main category of 'house' consumption, starting from 0:00 on November 1, 10-minute sales of Jingdong broken 10 billion 1 hour beyond 2016 All-day sales of the year.
Consumers tend to pay more attention to 'high technology' in the purchase tendency of home appliances, for example, high-end intelligent products such as artificial intelligence television and high-end surface television 4K ultra-high definition television are products keen to consumers; while washing machines, Bake one machine, sales from 0:00 on November 1 only half an hour, beyond last year all day.
According to previous Chinese homeland network Melan Rand 3000 survey data show that this year double 11 purchase appliances, 52.26% of respondents choose to buy in Jingdong, much higher than other e-commerce platform; the purchase of high-end home appliances Survey shows that more than 60% of the respondents said they would prefer to buy in Jingdong; in terms of price commitment, 'When the appliance products purchased on the e-commerce platform have a price cut within 30 days, which e-commerce platform do you think will help you to recover the losses?' ? 'This question, 43.94% of the respondents chose Jingdong, this data is also much higher than other e-commerce platform.
Consumption in the third tier and below cities increased rapidly
Southern reporter learned from Jingdong big data, this year, first and second tier cities is still the main consumer of online shopping, consumption growth, third tier and below the city more than the first and second tier cities and consumer preferences, the third tier and below the city more love to buy Apparel underwear and household appliances. In addition, compared with the same period of last year, the crowd purchased more commodities such as office computers, mobile phones and home textile, and the consumption structure tended to diversify.
In the "three sub-consumption" aspect, the JD.com shows that there is a big difference in consumer goods between the first-tier cities and the third-tier cities and lower tier cities. Consumers in the third-tier and below cities are paying more and more attention to online consumption.
From the "house" consumption, the first and second tier cities focus on 'comfort.' Home textile products, for example, a second-tier cities sales growth higher than the third-tier cities; home appliances choice, first and second tier cities are more inclined to 'save electricity 'And' high tech ', such as air-conditioners of 1.5 horsepower or 1 horsepower, high-tech products such as Dyson vacuum cleaners and hair dryers are' must-haves' in the above shopping cart situation. In addition, Furniture is the product most purchased by this crowd.
While the third and lower cities in the 'house' focus on consumer 'quality improvement', of which the most obvious increase for the home improvement building materials and household appliances commodities, Jingdong data show that the third-tier cities and below the consumption growth of these two types of goods than the first and second tier cities Respectively, higher than 20% and 30%. Home appliances, are 1.5 and 3 air-conditioning by the crowd favored; other furniture consumption, the crowd to buy the most is bedroom furniture, such as double bed and so on.
On the "car" consumption, the Beijing East big data show that the increase in sales of automotive supplies, third-tier cities and below cities in the second and second tier cities higher; specific consumer category, third-tier and below cities are more concerned about the car electrical appliances, first and second tier cities, consumers pay attention Beauty cleansing related products.
On the other hand, the consumption of "children" shows that the sales volume of maternal and infant commodities is even higher in the third and lower tier of cities. From the consumer goods category, consumers in the first and second tier cities are "internally focused", mainly purchasing feeding products, , Third-tier and below the city is 'focus on appearance', the main purchase of children's clothing children's shoes.