Jingdong Big Data Consumer Report: County Area Consumption Performance Bright Eye

On December 17th, Jingdong digital technology group released the "China Consumer Market Research Report Based on Jingdong big data" (hereinafter referred to as the report), analyzed the consumption structure of the whole country and different line cities in the past 2016-2019 years, and concluded that the "Yangtze River Delta, Pearl River Delta, Beijing, Tianjin and Hebei three metropolis" the most able to spend "," the four or five line cities' consumption growth led the line cities "," the consumption performance of county areas is excellent "and so on.

The report shows that most consumer categories grew faster in the first 10 months of 2019 than in 2018, and the growth rate of food and beverage, local life / travel travel and entertainment consumption in 2019 was slower than that in 2018.

Specifically, the growth rate of pet products and cosmetics and skin care products in 2019 exceeded 50%. Household daily use, books, mother and baby, medical and health care, clothing and underwear and other categories increased at 20%-40% intervals, and the growth rates were faster than last year. However, the negative growth rate of entertainment category was 10%, and the growth of local life / travel category was 14%. At the same time, with regard to essential consumer goods and optional consumer goods, the growth and structure of optional consumer goods are weaker than those of essential consumer goods, and the downward pressure on the economy is still greater.

Judging from the consumption level, the Yangtze River Delta, the Pearl River Delta, Beijing Tianjin Hebei three tier city circle in the 12 metropolitan areas in the leading position. In terms of per capita consumption level, the consumption level of the Yangtze River Delta is relatively high. The monthly consumption level is about 1.2 times the average of the 12 metropolitan areas. The consumption level of the Pearl River Delta is 1.01 times the mean of the 12 metropolitan areas, while the consumption level of Beijing, Tianjin and Hebei is relatively weak, but it is still in the front position of 12 metropolitan areas.

In terms of overall consumption, the growth rate of county consumption is higher than the overall growth rate of Jingdong platform. Data show that in the first ten months of this year, the total expenditure on consumer goods of Jingdong platform accounted for about 41.2%, while the proportion of necessary consumer goods in the county area was as high as 49.4%. But in terms of entertainment, toy musical instruments, jewelry and other consumer categories, the growth rate of county areas is relatively low.

Therefore, Shen Jianguang, chief economist of Jingdong Digital Technology Research Institute, suggested that boosting consumption should continue to promote residents' income promotion plan and middle class growth plan, improve supply quality and efficiency, and develop new mode of consumption new format to meet the rising consumption demand.