Jingdong New Department Store Reveals New Trend Of Thermal Clothing Consumption

Recently, due to the impact of cold air in many parts of the country, the temperature has dropped sharply, and the market for keeping warm and cold has also entered a comprehensive hot selling period. According to the data of Jingdong new department store, during Jingdong 11.11, warm clothing super category day and down jacket new product day, the sales of thermal clothing broke out significantly. JD.COM eleven point one one During the pre-sale period, the overall pre-sale orders of down jacket, winter boots, thermal underwear and other clothing and thermal insulation products increased by more than 120% year-on-year. The antibacterial heating and anti-static body thermal underwear represented by jiaonei 503 + + thermal underwear performed well in the pre-sale period, and the overall pre-sale order volume increased by 150% year-on-year.

according to Jingdong new department store The report on the trend of thermal clothing in autumn and winter 2022 (hereinafter referred to as the trend report of thermal clothing) released by Jingdong Institute of consumption and industrial development shows that with the improvement of living standards and consumption capacity, the consumption of thermal clothing presents an obvious trend of expansion and upgrading. Under the influence of the current diversified life scene, consumers' demand for thermal clothing tends to be more diversified, and "practical" has become the primary consideration of consumer purchase decision-making. The thermal products for different groups and scenes are welcomed, and the subdivision trend is obvious.

Today, from the perspective of wearing scenes, thermal clothing has formed a clear demand for different uses, such as business commuting, home leisure, outdoor sports, etc., which also gave birth to Gore Tex high-tech fabrics, graphene inner down jacket and cashmere protein Denim fabric High tech new products such as amino acids and amino acids emerge in endlessly and win the favor of consumers. According to the statistics of thermal clothing trend report, in 2021, the transaction volume of Gore Tex high-tech fabric down jacket, antibacterial thermal underwear and amino acid thermal underwear will increase by 415%, 188% and 181%, respectively. More and more consumers choose to buy high-tech thermal clothing according to their own needs to meet the practical needs of different scenarios.

Facing the increasing demand of consumers for fine and practical warmth preservation, as an important channel for purchasing warm clothing, Jingdong new department store gives full play to its own advantages, adheres to the core of ensuring product quality and improving consumption experience, and helps consumers choose the best from the best by launching scene based shopping and releasing nearly 30 quality standards covering down jacket, knitwear and other clothing categories Ensure quality consumption. And in Jingdong 11.11 period, combined bosden, xuezhongfei, youkeshu, ugg , Balabala and other thermal clothing brands launched Jingdong 10 billion subsidies, with practical brand, real quality and real price, to bring consumers a real experience of thermal clothing consumption.