2016 Jingdong Consumer Clothing Has Become The Mainstream.

A few days ago, Jingdong released the "2016 China electricity supplier consumer behavior report". Data show that from the first purchase data of Jingdong consumers, men's and women's shoes and men's shoes have completed the pcendence of mobile communication.

This means that the main attraction of Jingdong for new users has evolved from digital products such as mobile phones to electronic products.

And consumer products are the main products.

The report shows that men's clothing and women's clothing occupy the top two categories of new products purchased by Jingdong users in all the Jingdong's service provinces.

Among the 9 provinces and cities in Anhui, Fujian and Hainan, men's wear has become the first category for new users to buy Women's wear, while in Anhui, Fujian, Hubei and other 6 provinces and cities, men's clothing is not only the number one user.

The number of users also ranked third.

In addition, the proportion of Zhejiang's first purchase of goods for men and women was more than 60%.

Jingdong said that in the new users of these provinces, the proportion of male users is larger, and they also pay more attention to their clothing.

From the first purchase data of the whole consumers of Jingdong, in the past three years, the category of the first class purchased by Jingdong's new users was the two category of the top thirty orders. Men's and women's shoes and men's shoes had surpassed the mobile phone communication, and the Internet products dropped the top five.

According to the data, the proportion of women's clothing, men's wear and men's shoes was 16.89%, 15.87%, 6.43%, respectively, according to the order of two users in 2016. The proportion was 4.17, 4.03, 1.24 percentage points compared with the same period last year, while the proportion of orders for mobile communication products was 5.83%, down by 1.95 percentage points compared with the same period last year.

BOE said that this reflects the main attraction of Jingdong for new users. It has developed from the past digital products such as mobile phones to clothing and consumer goods, representing the increasing dependence of consumers on e-commerce.

Liu Qiangdong, founder of Jingdong, has publicly stated that today

It has become the fastest growing business in the Jingdong mall category, and is the first major contribution to the growth of the total business volume (GMV) of the mall.

But you can also notice that Jingdong has a long way to go to catch up with Tmall in clothing category.

According to the report of the second quarter of 2016, quarterly monitoring report of China's B2C market released by Analysys, Tmall has maintained a leading position in the apparel market in China's B2C market, with the Jingdong ranking second in the 9.5% place and vip.com in the 8.2% place in third.

Mo Daiqing, senior director of online retail department of China Electronic Commerce Research Center, said that

It is the commodity category that consumer likes to buy most.

Clothing ranks the first category of online shopping.

Apparel industry online channel penetration is further deepened, Tmall, vip.com, Jingdong and other major brands have become the focus of clothing.

At the same time, she pointed out that in 2015 apparel online retail online and offline integration and integration.

Clothing business operators accelerate the development of offline stores, traditional clothing enterprises to increase the "throwing money" investment online, consumer pformation and upgrading, and so on, to promote the steady development of clothing business.

Extension:

"2016 China electricity supplier consumer behavior report" pointed out that in 2016 years, China's e-commerce market scale ranked first in the world, e-commerce pactions are expected to exceed 20 trillion yuan, accounting for more than 10% of the total retail sales of social consumer goods.

Based on the data, the report also analyzes the consumption trend, user portrait, purchase behavior, payment behavior, brand preference and other dimensions of the 2016 electricity supplier.

Consumer portrait of electricity supplier

Age: 26-35 years old, 80% of users are very high. They are the main buyers.

Characteristics: pay attention to commodity quality, pay attention to diverse spiritual and cultural sports consumption, and accept high degree of foreign brands.

Group: students and teachers are quite large users, occupying the whole platform near 1/3

In consumer behavior, the further pursuit of quality is regarded as another embodiment of the mature mode of electricity consumption.

From the data of mother and baby, sports and global purchase, more and more Chinese people pay attention to quality consumption, and the quality is more and more attention.

The report points out that from the perspective of consumer psychology, the number of rational users has increased significantly compared with 2015, and the concept of user consumption is moving towards rationality.

Among them, Zhejiang, Shanghai, Beijing, Jiangsu and other developed areas have become consumers' most concerned about the quality of the provinces and cities.

Rising of state-owned brands

The report shows that domestic brands maintain absolute market share and sales growth in the top ten of mobile phone communications equipment and household appliances, while other products such as mother and baby products, cosmetics and so on are monopolized by imported brands.

Mobile phone sales TOP20 brand, 17 brands are domestic brands, and the 17 domestic brands accounted for 55% of the total sales of mobile phones.

HUAWEI and glory, millet, Meizu, OPPO, vivo become the top 5 brands of mobile phones.

Domestic brand refrigerator sales grew strongly.

Refrigerator sales TOP20 brand, there are 15 brands are domestic brands, while domestic brands accounted for 75% of the total sales of refrigerators; domestic brand TV sales growth is strong; flat-panel TV sales TOP20 brand, 13 brands are domestic brands, while the 13 national brands in flat TV sales accounted for 74%.

Clothing counterattack mobile communication into "the first single king" Zhejiang new users love clothes

The report points out that from the first purchase data of Jingdong consumers, in the past three years, men and women's men's shoes and men's shoes have surpassed mobile phone communications, and Internet products have dropped the top five in the first category purchased by Jingdong's new users.

In all provinces, men's wear and women's wear occupied the top two for the first time.

Men's wear is defeated in 9 provinces.

Among the first buyers, they were Anhui, Fujian, Hainan, Henan, Jiangsu, Jiangxi, Shandong, Tibet and Zhejiang.

Among them, Anhui, Fujian, Hubei, Jiangsu, Jiangxi and Zhejiang 6 provinces, not only the number of men's clothing ranked first, the number of popular men's shoes ranked third.

The new users in these provinces have a larger proportion of male users and pay more attention to their clothing.

Zhejiang's first purchase of goods for men and women users accounted for more than 60% of the total number of new users in the country's most favorite clothing.

Consumption of the top five provinces and cities: Guangdong, Jiangsu, Zhejiang, Beijing, Shandong

The report pointed out that the first tier cities have formed a more mature concept and mode of electricity consumption, showing diversified and full category characteristics in terms of consumption structure and category selection.

Online supermarkets are developing rapidly in these areas, high consumption frequency, food and beverage, care and makeup, mother and baby and other department stores are super category, began to replace clothing and digital mobile phone, become the largest sales category.

At the same time, fresh, books and other categories tend to be higher in the first tier cities.

Small and medium-sized cities and towns below three lines, such as household appliances, communications products and other bulk items, are spending a lot of power on the first tier cities.

The report also studied consumer preferences in different places.

Tianjin is the most favorite area to buy cosmetics in the country. Consumers in the municipalities directly dislike luxury shopping online.

Men in the southeastern region pay more attention to dress, while the northern provinces prefer online shopping for food and drinks to the south. Shanxi, Henan, Guangdong, Shandong, Heilongjiang, Qinghai and Anhui spend the most on mobile phone purchases.

Shanghai, Beijing, Tibet and Zhejiang spend more on computers and office supplies in four provinces and cities.

Mobile terminal shopping mainstream

The report points out that the mobile terminal orders account for nearly 80% of the total electricity consumption, leading the way of purchase.

From the first tier to the six tier cities, the six line cities have the highest proportion of mobile terminals, more than 80%, followed by five tier cities.

Guizhou's mobile terminal consumption accounts for nearly 90%, leading the whole country.

The top seven cities in Guizhou, Ningxia, Qinghai, Tibet, Gansu, Xinjiang and Shaanxi are all western cities, with mobile terminals accounting for more than 85%.

The report also shows that China will maintain the leading position of the global electricity supplier for a long time.

With the rise of the consumption of post-80s and 90s generation and the growth of the proportion of the middle class, the Chinese people's consumption capacity and demand will continue to grow, and will remain the biggest consumer market of global electricity consumption in the future.

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