JD.com Data: Mid-Spring Agricultural Sales Boom

by xiaoqian han/doris liu

As the financial situation of Chinese women continues to evolve, their spending habits are also changing and diversifying. On International Women’s Day (March 8), JD’s Consumer and Industry Development Institute released a trend report featuring an analysis of women’s consumption, which shows that customers continue to focus on their own needs and tastes, while Chinese women spend more on themselves.

Compared to male shoppers, Chinese female shoppers tend to spend more on household products for their family members. The number of users on JD.com has steadily increased in recent years, and their purchasing power has reached a new high.

Here are some of the key takeaways from the report:

  • Women increasingly spend on their own interests
  • Women overtake men in family consumption
  • Women improve their physical and mental skills
  • Women are a driving force in buying tech products

Own interests

During the consumption process, consumers constantly re-examine the meaning of shopping and reflect on the real value brought by consumption. What is remarkable is that more women are putting “buying for yourself” as their main objective. Data shows that in 2021, the proportion of women’s consumption for pleasure increased significantly to 54%, and the transaction value increased by nearly 30% year-on-year (YoY) .

Specifically, the transaction volume of luxury items, education and training, local living/tourism and healthcare services has increased dramatically. From March 4-7, luxury brand revenue grew 167% YoY, luggage categories grew fourfold, shoes and boots grew 105% YoY, and categories clothing increased by 100% year-on-year. The data also revealed that women’s clothing search styles are more specific and diverse, which to some extent shows that women are more aware of themselves and how to meet their needs and preferences than ever before.

Family consumption

Despite the fact that women’s consumption for self-gratification is increasing, the share of family consumption is still significantly larger than that of men. According to JD’s report, Chinese female customers are more likely to purchase high-tech home appliances for their families. They favor innovative technical household products and childcare items, for example. Data from JD.com shows that purchases by female users of household washing machines, floor/window cleaning robots and dishwashers increased by 440%, 104% and 69% respectively in 2021 year-on-year. The smart formula kettle, smart lamp and baby nasal aspirator all saw sales growth of 274%, 143% and 63% respectively.

Improve skills

According to the JD report, women emphasize self-improvement through both physical fitness and inner culture. Female consumers contributed 52% of book sales in 2021. Over the past three years, women have outnumbered men by 2.38 times in terms of new customers in the book category.

Among the 10 most frequently purchased book categories by female shoppers in 2021, military books, comics, and magazines/periodicals saw the fastest year-over-year growth in the number of copies sold. Of particular note is the significant growth in women’s consumption of political and military books, which saw a 72% year-over-year increase in 2021 in terms of the number of copies sold.

Women are also looking for fitness products. JD sales in 2021 showed that the number of items purchased by women for sports services, swimming, ice and snow sports and equestrian/folk sports increased significantly year-on-year, the number of items purchased for sports services increased 8.4 times year-on-year.

JD data shows that in 2021, the number of strength equipment sold to female customers increased 65% year-on-year. The fastest growing products in women’s purchases were Flexi-Bars, hand grips, resistance bands, single/parallel/pull-up bars and shot puts. Flexi-Bar has become a strong option for women’s strength training, with a 6.1x increase in the number of items purchased year-over-year.

Technological products

JD data shows that over the past year, the revenue of smart devices purchased by women has increased by 40% year-on-year. In particular, the revenue of smart devices purchased by women aged 46 to 55 jumped 122% year-on-year.

Data also shows that in 2021, the consumption of sports trackers and smartwatches among women aged 46 to 55 has increased significantly, with a 2.7x increase in revenue and 1.4x in year-on-year respectively, while the revenue of VR (virtual reality) glasses, drones, and smart robots also increased by 76%, 70% and 40% respectively year-on-year.

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Amalia H. Mercado