Jingdong Big Data: 80% Of The Over 100 Million Brands Sold In The First Half Of The Year

Recently, Jingdong big data research institute, together with academic research institutions such as journalism and Communication Department of Communication University of China and a number of media institutions, jointly released the 2020 China brand development report (hereinafter referred to as the report). Based on JD big data, the report comprehensively analyzes the consumption trend, social consumption channel characteristics and regional shopping characteristics of Chinese brands.

According to the report, in the first half of 2020, about 80% of the brands with more than 100 million sales on Jingdong platform belong to Chinese brands, while nearly 90% of the brands with sales growth of over 100 million brands increase by more than 50%.

On the whole, the effect of "improving the quality and increasing the speed" of Chinese brands is obvious. The proportion of Chinese brands is also steadily increasing year by year in the fields with relatively weak market share, especially "trust consumer goods" such as mother and baby, beauty makeup, etc.

In 2019, the year-on-year growth rates of China's brand goods and brand number, single person times and order volume are higher than that of imported brands by more than 20%. Affected by the epidemic situation, the data statistics in the first quarter of 2020 show that the difference has expanded to more than 30%. After years of precipitation, the "quality improvement and growth rate" effect of Chinese brands is obvious, and the position of Chinese consumers as the first choice continues to be strengthened.

According to the report, in the first quarter of 2020, the turnover of domestic computer office goods increased by 109% year-on-year, of which the growth rate of complete computers was 194%. Compared with the first quarter of 2019, notebook, printer and other commodities account for a large proportion of domestic computer office products, among which the turnover of notebook accounts for more than 30%.

In 2020, the turnover of domestic fresh meat and beef products increased by 156% year-on-year, and the sales volume of domestic fresh meat and raw meat increased by 156% year-on-year.

Compared with the first quarter of 2019, the category of domestic fresh food increased more than that in the first quarter of 2019, such as pork, beef and mutton, refrigerated dishes, instant cooked food and so on. Among them, the turnover of pork, beef and mutton increased by more than 20%, and exceeded fruits, seafood and aquatic products, leaping to be the category with the highest turnover of fresh food.

According to the report, from 2019 to the first quarter of 2020, e-commerce channels continue to help Chinese brands sink. The consumption of Chinese brands in the fifth and sixth tier markets accounts for a higher proportion. At the same time, the turnover of Chinese brands in the sinking market also has a higher year-on-year growth. In the first-line market, the consumption growth of national products on maternal and child care products is strong, indicating that more users with high consumption ability have a good understanding and trust of domestic products Lai Du has greatly increased.