JD.COM released seven major consumption trends in 2021.

[Global Network Technology Comprehensive Report] "What we are about to see in this JD.COM 618 is that the omni-channel from online to offline and the whole link from consumption to industry share quality consumption; From the city to the countryside and from the back wave to the silver hair, the whole scene from home to the store shares a good life, so that love is not limited to consumption. " Kai Chen, vice president of JD.COM Group, said at the launch and trend conference of 2021 JD.COM 618 held on May 20th that he also released seven major consumption trends of JD.COM 618 in 2021.

According to him, in the future, JD.COM will cooperate with various partners such as brand merchants, industrial belt factories, rural farmers, physical stores, etc., and it is expected that 20 million people in the whole industrial chain will participate in the preparations for the "618", helping nearly 200 industrial belts to develop sales channels and realize digital upgrading.

Trend 1: consumption backflow: the rise of national tide, buying the world freely

This JD.COM 618, an escalating and expanding domestic market, is attracting more consumption abroad back to China.

On the one hand, driven by cultural self-confidence and the upgrading of manufacturing in China, consumers have gone from pursuing foreign brands to setting off the fashion of "national tide aesthetics", and a large number of brands of China time-honored brands and new domestic products have risen rapidly. According to JD.COM Big Data, compared with the year-on-year growth of international brands, in 2020, the turnover of China brands increased by 6%, the number of brands increased by 5%, and the number of users increased by 18%. Among the top ten hot spots of consumer brand search, "national products" occupy 7 seats, among which brands such as Huawei, Xiaomi, Maotai, OPPO, vivo, Glory, Gree, Li Ning and Wuliangye are the most concerned.

Behind the accumulation of domestic brands, the help of e-commerce platform is indispensable. For example, in the next three years, JD.COM Seconds will focus on incubating 100 domestic brands, and at the same time, it will support over 30 industrial belts in the next year to build brands of origin, achieving an annual growth rate of over 100%.

On the other hand, under the new development pattern, JD.COM International has unblocked the circulation barriers between domestic and foreign markets through an efficient international supply chain system, helping more and more high-quality imported goods to enter China and meet consumers’ more diversified and higher-quality consumption needs.

Quality is still the core demand of import consumption. According to big data, on the international platform of JD.COM, beauty and skin care, medical care, mother and baby are the most concerned categories, accounting for nearly 70% of the consumption. At the same time, the category structure of imported consumption is more perfect and rich, and pet life, computer office and other categories are growing rapidly.

Trend 2: omni-channel: full bloom, accelerate the destruction of the circle

This JD.COM 618, the "omni-channel" connecting the whole scene online and offline, is accelerating to blossom in the direction of all regions, all customers and all categories.

"Omni-channel" integrates a wider range of online and offline channels, resources and capabilities, and accelerates the expansion to all regions. At present, JD.COM, a subsidiary of Dada Group, has linked more than 100,000 offline stores, covering about 1,400 counties and cities across the country, and the convenient consumption experience of one hour is favored by more and more consumers. In the recent promotion for the 415th anniversary of JD.COM’s arrival, the sales of the platform reached 2.3 times of the same period of last year. In the low-tier cities where the platform has been online for one year, more than 90% of the sales during the promotion period more than doubled compared with last year.

At present, the omni-channel has changed from the core group of married working mothers born in 1980s to more middle-aged and elderly, male and sinking users, and the user structure has become more diversified and expanded to the whole customer base.

Omni-channel is expanding from the core categories of FMCG such as food and beverage, fresh food, household cleaning and personal care to all categories. At present, mobile phones are the fastest-growing category in JD.COM’s home-to-home platform sales, and the number of online mobile phone stores has exceeded 6,000. During the promotion period on April 15th this year, brands such as Apple, vivo, Xiaomi, OPPO and Yijia all increased by more than 7 times year-on-year. In the field of beauty, JD.COM has launched more than 3,400 beauty offline stores at home; In the field of clothing, it has covered over 700 short-term stores.

This year, JD.COM 618 will link more than 3 million offline stores, including not only seven fresh supermarkets, Jingdong House, JD.COM convenience store, JD.COM Super Experience Store, Beijing-Tokyo Auto Club and other offline formats in JD.COM, but also various offline small and medium-sized businesses such as pharmacies, convenience stores, flower shops and auto repair shops nationwide.

Trend 3: new category: precise innovation, satisfying individuality.

In this JD.COM 618, young people have gradually become a new force in the consumer market, and innovation to meet individual needs is more active and accurate.

Midea’s low-sugar and high-fiber "light-eating" rice cookers, Cobos sweeping robots that can automatically collect "moon-throwing" garbage, and GoPro sports cameras that can easily shoot large films outdoors … The new circles and preferences of young consumers bring opportunities to new categories in market segments. With the in-depth insight into consumer demand and the help of the whole life cycle in JD.COM, brands prefer C2M mode. These new products are "explosive when they debut" and new products and categories are accelerating "circle breaking".

Jingmeng, a new brand owned by JD.COM, which focuses on pet categories, also quietly went online in 618. The design perspective follows the physiological habits of pets, and continuously pays attention to the two-way emotional needs of people and pets, making pets easier and happier. Jingmeng intelligent fresh air pet bag not only creates a "mobile RV" for pets to travel safely, but also is the owner’s fashion accompanying bag. A canned pet snack not only contains tuna caught in the deep sea, but also specially adds fish roe, which improves the nutrition and palatability of pet food.

This year, JD.COM 618 will help at least 1,000 new categories to grow by over 100% year-on-year, and 100 new categories will sell over 100 million yuan, so that new products can stand in the "C position".

Trend 4: rural revitalization: consumption improves quality and industry promotes agriculture.

This JD.COM 618, JD.COM and its ecological partners will continue to build a closed loop of "helping farmers to increase their income and promote rural consumption", and promote a virtuous circle of "improving their consumption capacity and enhancing their willingness to consume". Through the "Plan of Prospering the Rich and Promoting the Growth of Rural Trillion Output Value", rural revitalization will be promoted in an all-round way in three years.

Broadening the sales channels of agricultural products is the key to rural revitalization. JD.COM is taking various measures to help more agricultural special products and services integrate into the national market. JD.COM Dashangchao will build a large and medium-sized platform for the circulation of agricultural products, which will help more than 30+ agricultural industrial belts to upgrade their industrial systems in 2021, form a demonstration zone of agricultural industrial belts, and build benchmark products. Jingxi introduced policies such as direct production of agricultural products and direct mining of farmers, and comprehensively promoted the origin of agricultural products to create a new digital industrial belt. Jingdong Logistics focuses on more than 530 agricultural specialty sites across the country, so that high-quality agricultural products in rural areas can be sold and shipped. Based on the intelligent agricultural operating system of Jingdong Smart City, AI and big data are used to help local governments solve the problems of "what is there, what to plant, how to plant, what to sell, how to sell and sell well".

At the same time, Jingdong Logistics has continuously improved the accessibility and service timeliness of the sinking network, so that consumers in township areas can also enjoy the same quality goods and services as people in the city. In counties, towns and villages that have been upgraded to 24 hours, the growth rate of consumption volume is significantly higher than the national average growth rate.

Trend 5: Responsible consumption: green intelligence, sustainable development

This JD.COM 618, in addition to providing goods, more retailers and brands hope to pass on the concepts of sustainable development and social responsibility to consumers and promote the high-quality development of the entire consumer market.

JD.COM practices the concept of "responsible consumption" by building a lower carbon and cleaner supply chain system. On the occasion of the release of the first ESG report, JD.COM Group also issued a carbon reduction declaration, actively responding to the national strategy, and committed itself to becoming a leading enterprise in carbon reduction. At the end of 2019, Jingdong Logistics took the lead in announcing its participation in the "Scientific Carbon Target" initiative, becoming the first logistics enterprise in China to commit to setting scientific carbon targets; In November 2020, the carbon reduction target for 2030 was set: compared with 2019, the total carbon emissions will be reduced by 50% by 2030. Up to now, driven by the "Qingliu Plan" of Jingdong Logistics, recycling packages such as ambient temperature qingliu box and recycling fresh incubator have been used for 110 million times, saving about 2 billion express cartons, with more than 200,000 merchants and hundreds of millions of consumers participating. At the same time, JD.COM’s "Idle Materials Donation Program" has recycled 10 million cartons in more than 100 cities, reducing carbon emissions by 17,500 tons.

At the same time, as a pioneer of environmental protection, jingdong cloud has obtained many invention patents in the fields of energy saving and energy recovery in data centers. Jingdong Smart City has helped Nantong City, Jiangsu Province to build the country’s first modernization center for urban governance, which not only solves urban governance problems, but also helps the city to be green and environmentally friendly, save energy and reduce emissions.

Trend 6: Goods+Services: Trust dominates life without worry.

In this JD.COM 618, it has become the consensus of the industry to create an integrated consumption scene of goods and services. Service consumption has become a new kinetic energy for economic growth and structural upgrading, and new service consumption patterns are constantly emerging.

At present, the life service in JD.COM has covered six major businesses: automobile, real estate, cultural tourism, auction, flower gardening and local life, providing consumers with an integrated consumption scene of goods and services. Even buying a house, buying a car and repairing a car, which used to take a "broken leg" to complete, can now place an order online, and then complete the service at the nearest good house, Jingxuan Store and Beijing-Tokyo Car Club. In the field of home furnishing, JD.COM has also launched a brand-new model of "integration of dry support and clothing", realizing "buy in JD.COM, send in JD.COM and install in JD.COM".

This year, JD.COM 618 launched 44 new services and upgraded 38 services to create the ultimate consumer experience. Among them, JD.COM’s "assured purchase" service was upgraded again in JD.COM 618 this year, and the marked goods in the whole period of 618 were given free on-site to get back.

Trend 7: supply chain and technology: digital intelligence, full link and socialization

As a hub linking consumption and supply, JD.COM 618′ s supply chain is accelerating to upgrade in the direction of "intelligence", "full link" and "socialization", continuously optimizing the cost, efficiency and experience from the consumption end to the supply end, and making JD.COM 618 an important node of industrial upgrading.

The "digital intelligent" supply chain understands consumers better, and JD.COM JC2M intelligent manufacturing platform "Zhi" has made a series of explosive products.

Taking Linde forklift truck as an example, the company and JD.COM industrial products have created a "full-link" integrated intelligent collaborative procurement, supply and service solution. By establishing a digital connection channel with corporate customers, the company can efficiently collect customer customization needs, quickly carry out customized production and match the corresponding after-sales service.

The supply chain is becoming more open and socialized. By the end of 2020, there will be more than 1,400 cloud warehouses managed by Jingdong Logistics, and jingdong cloud Warehouse has become an important component of Jingdong Logistics’ open collaborative ecology. In April this year, Jingdong Logistics and Tencent Smart Retail launched Jingteng Yuncang, creating an innovative model from traffic to product selection to performance, further opening up the integrated supply chain capability to the society and serving ecological partners.