jd.com's 9.9 free shipping users have increased more than 3 times in one year, and smart consumption has extended from daily necessities to home clothing
2024-09-13
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consumers are more demanding on cost-effectiveness. data shows that over the past year, the number of users who purchased 9.9 free shipping products on jd.com has increased by more than 3 times. among them, county areas contributed 48% of the increase, and the number of users increased by as much as 25 times. first-tier cities are the fastest growing areas outside of county areas, and in terms of browsing time, first-tier cities are also the areas where users spend the longest average browsing time.
jd.com's 9.9 free shipping channel was launched last year, bringing together high-quality products directly supplied by manufacturers and industrial belts, and is committed to providing consumers with the same low prices across the entire network. 9.9 free shipping products are not limited to 9.9 yuan, but are more cost-effective products.
jd consumer and industry development research institute, through analysis of the growth of channel product categories, sales growth, and user focus in the past year, pointed out that in the past year, white-label and alternative consumption represented by free shipping for 9.9 yuan has rapidly expanded from daily consumables to more diversified categories such as home furnishings and clothing, and consumers have shown obvious demystification of brands and functions.
daily consumables are the mainstay of "9.9 free shipping" and home furnishing and clothing consumption is growing rapidly
in the past year, the number of products on jd.com's 9.9 free shipping channel has increased by 217% year-on-year. household cleaning/paper products, fresh food, grain and oil seasoning, daily necessities and snack food products, and kitchenware account for a high proportion. among household cleaning products, tissue paper and toilet paper account for the highest proportion, followed by garbage bags, rags, brushes and other cleaning tools. among kitchen tools, the highest sales share is kitchen gadgets such as scoops, popsicle molds/ice trays, drain baskets, and food covers.
image source/provided by the interviewee (the same below)
at present, daily consumables are still the main commodities for 9.9 free shipping. the survey shows that when users buy these commodities, the first demand is "to buy something that can be used with the least money", and when buying garbage bags, "it is fine as long as it does not leak", and when buying socks, "it is fine as long as it is breathable and not broken". when the difference in product quality and function is not big, consumers are more inclined to choose products with more price advantages.
at the same time, consumers' demand for 9.9 free shipping is also extending to more diverse categories. in the past year, the sales of men's shoulder bags and women's handbags in jd.com's 9.9 free shipping channel have increased by more than 20 times. driven by photo frames, vases, and refrigerator magnets, home accessories have increased by 22 times; driven by pillows, carpets, tablecloths and other products, home fabric sales have increased by 11 times; driven by travel storage products, cosmetic storage bags, and cable organizers, storage products sales have increased by 11 times.
for clothing, sales of men's clothing increased by 8 times, sales of women's clothing increased by 3 times, and sales of men's shoes and sports shoes and clothing increased by 2 times in the past year. various "small items" also achieved explosive growth, among which sales of watches and glasses increased by 11 times, and sales of jewelry increased by 9 times. watches, sunglasses, bracelets, earrings and other accessories are very popular among consumers.
young people in small towns and white-collar workers in first-tier cities love "9.9 free shipping". users in first-tier cities prefer shopping
in terms of region, 48% of new users who purchased 9.9 free shipping products on jd.com came from county areas. in the past year, the number of users who purchased 9.9 free shipping products in county areas increased 25 times.
first-tier cities are the fastest growing region outside of county-level areas. in august this year, the number of first-tier city users who placed orders on jd.com's 9.9 free shipping channel increased by 284% year-on-year. a year ago, the average browsing time for 9.9 free shipping products in first-tier cities was the shortest among all regions, but now first-tier cities have become the region with the longest average browsing time.
in terms of age groups, 30 years old is a clear watershed. among users over 30 years old, women buy more alternative products such as 9.9 free shipping products, while among users under 30 years old, men buy more such products.
data shows that young men will implement "cost-effective" consumption in more aspects of life. in addition to high-frequency fast-moving consumer goods such as tissues and garbage bags, young men also prefer affordable razors, wireless headphones, mice and other home appliances and digital products. they are also more inclined to buy affordable white-label casual pants, casual shoes, t-shirts, and backpacks. in addition, young men are most inclined to buy affordable shower gels, shampoos, and skin care products, which is significantly higher than women and men over 30 years old.
female users over 30 years old are more focused on household consumption. they buy fruits and vegetables more frequently than other groups, and are more likely to replace other products in bathroom supplies, kitchen supplies, men's and women's clothing, men's and women's shoes, and other clothing.
overall, women account for 54% of the 9.9 free shipping users. at the same time, women spend more and repurchase more frequently on the 9.9 free shipping channel than men. however, men spend more time browsing the 9.9 channel, especially male users over 35 years old, who spend the longest time browsing among all groups.
xinmin evening news reporter jin zhigang
