Are you a refined piggy today?
By DaDa
I want to be a refined piggy girl. "This is a pretty popular internet slang phrase from a while back, and I often hear it said by all sorts of fairies or see it in their WeChat Moments. That's right, everyone is chasing refinement!! Everyone is starting to step into the realm of a refined life. A few days ago, while scrolling through WeChat Moments, I saw a senior schoolmate post asking if anyone wanted to place a group order for skincare products, along with a picture of Swisse.
I helplessly commented that I had no money, and she replied that she had none either. I have seen many daigou recommend this health supplement in WeChat Moments, and it counts as one of this year's more popular products. I was thinking: a senior schoolmate with no money is still paying attention to skincare. (Skincare is really important for girls.) (It must be because I am poor, so I am restraining myself. Stay steady.) Almost all of my classmates and friends do some degree of skincare. Also, when we buy cold drinks, milk and coffee are more favored than milk tea. The situation really has changed now! The pursuit of refinement has already stirred something in many people's hearts!
During the 618 Global Mid-Year Shopping Festival, JD Supermarket set off wave after wave of nationwide shopping enthusiasm. Consumer trend insight: post-90s and post-00s "Buddhist-style" wellness.
The number of refined boys & girls grows, and consumption ushers in a comprehensive upgrade
Under the consumption upgrade, more and more consumers are beginning to choose more high-end daily necessities to improve their quality of life. Laundry detergent pods, tampons, and plug-in model children's toys and other newly introduced blue-ocean categories in China have been especially favored by consumers. During this year's JD 618, sales of imported high-end sanitary pads and imported high-end shampoo reached 2.7 times and 3 times the same period last year respectively, while laundry detergent pods were 2.3 times the same period last year.
In addition, as post-80s and post-90s consumer groups enter marriage, the maternal and infant sector has also shown an obvious consumption upgrade trend.
Post-90s "Buddhist-style" wellness becomes a trend, and consumption enters the health era
As "Buddhist-style wellness" becomes a trend among the post-90s group, strong health awareness has changed the purchasing habits of the new generation of consumers. Organic food, sugar-free food, mixed grains, wellness meal-replacement powder, not-from-concentrate juice, vegetable and fruit juice, and natural mineral water have become the new favorites of the post-90s. During 618, sales of organic food and sugar-free food reached 3 times and 1.6 times the same period last year, and sales of the healthy hydration drink brand Vita Coco were 5 times the same period last year.
At the same time, as health concepts take root in people's hearts, imported expensive health supplements have also become a new choice for consumers. According to statistics, from June 1 to 18, sales of health supplements on Global Purchase were 2.2 times the same period last year.
In addition, "investment" in the body is also receiving more and more attention from consumers. During 618, sales of JD body care products reached 3 times the same period last year, and anti-hair-loss shampoo reached 2.5 times the same period last year. With the spread of health concepts, compared with the post-90s, the post-00s are even earlier to realize the need to prevent skin aging problems. During this year's JD Stock-Up Day, 28% of anti-aging skincare products were bought by the post-00s.
Domestic brands make a comeback against the wind and achieve explosive growth
Today, as the quality of domestic goods continues to grow stronger, domestic brands have captured the hearts of a new generation of consumers with ultra-high cost performance and down-to-earth marketing methods. For example, the maternal and infant brand Purcotton saw sales from June 1 to 18 reach 27 times last year's. Domestic brands such as Totole and XiaobaiXiong during this year's 618 reached 30 times the same period last year in sales. In addition, Happiness Sunshine, Wanglaoji, Beijing Daoxiangcun, Wufangzhai, Feihe and others also achieved growth.
The World Cup drives sales of related categories higher, and men's skincare products are surprisingly among them
As soon as the World Cup began, sales of beer and food also soared. According to JD big data statistics, during 618 cumulative sales of crayfish exceeded 33.73 million, 500,000 cans of beer were sold in one minute, and duck neck sales grew 158% per day starting from June 14.
Interestingly, this year's World Cup not only drove sales of food and beer. As post-80s and post-90s men pay more and more attention to skincare after staying up late to watch matches, during this year's 618, JD men's beauty products also achieved rapid growth by riding the World Cup tailwind. For example, sales of men's face cream reached 5 times the same period last year, and sales of men's eye cream were 4.5 times the same period last year. (Please ignore this part: I also urgently need an eye cream, eye cream. My double eyelids have become horribly sagging. Sob sob sob sob.)
During this year's 618, JD empowered major brands through big data support, online and offline advertising placement, social marketing, JOYSPACE pop-up stores and other means, building momentum from multiple sides and achieving multiple growth in reputation, popularity and sales.