2022 import consumption trend From JD.COM

The following is the 2022 import consumption trend From JD.COM recommended by recordtrend.com. And this article belongs to the classification: Consumer research.

With China’s further opening-up, imported brands and commodities have increasingly enriched the domestic consumer market, and imported consumption continues to become an important driving force for consumption upgrading. According to the statistics of the Ministry of Commerce, the total import of consumer goods reached 1.73 trillion yuan in 2021, with a year-on-year increase of 9.9%, accounting for about 10% of the total import. Jd.com’s sales show that the number of SKUs of imported brand goods increased by 51% year-on-year in the first half of 2022; During 618 this year, the turnover of more than 400 brands of JD international increased by more than 100% year-on-year, and the turnover of nearly 100 sub categories increased by more than 100% year-on-year. Both the supply side and the demand side show the steady development of China’s imported consumer goods online market.

On July 26, 2022, the second China International Consumer Goods Expo will be held in Haikou, Hainan. Jd.com consumption and Industrial Development Research Institute released the 2022 import consumption trend report (hereinafter referred to as the “report”), which generated the following insights into the import consumption market based on jd.com consumption:

1、 The upgrading of consumption concept makes consumers demand more sophisticated and high-end products. During the “JD 618” period this year, the pre-sale order amount of self operated imported health products increased by 140% year-on-year; The pre-sale orders of cross-border food, beverage and fresh products increased by 100% year-on-year.

2、 Young people are still the main force in the consumption of imported brand goods, and the proportion of users aged 26-35 has reached nearly 50%. The consumption enthusiasm of people aged 46-55 for imported brand goods is also rising rapidly. Compared with 2019, the turnover of imported brand goods of people aged 46-55 increased by 283% in 2021.

3、 The high-level market is still the main force of the imported consumer market. In the first half of 2022, the turnover of imported brand goods in the first and second tier markets accounted for 55%. In recent years, the import consumption heat of the county rural market has continued to rise. Compared with 2019, the transaction volume of imported brand goods in the county rural market increased by 174% in 2021, and showed the characteristics of product quality consumption upgrading.

The imported consumer market is diversified and high-end

With the continuous improvement of the national economic level and the continuous upgrading of the consumption structure, the consumption demand of the import market shows the characteristics of diversification and high-end. In the consumption of imported brand goods, mobile communication equipment, computer office, mother and baby, beauty and skin care and household appliances are the categories that Chinese consumers are most willing to buy. Among them, in the first half of 2022, imported brand goods of mobile communication accounted for more than 30% of the turnover of imported brand goods of consumers.

Behind the import consumption is the consumption demand of residents for higher quality. Compared with the same period last year, the proportion of mobile communication and beauty and skin care increased significantly in the first half of 2022. Jd.com’s sales showed that during 618 this year, the pre-sale orders of self operated imported health products increased by 140% year-on-year; The pre-sale orders of cross-border food, beverage and fresh products increased by 100% year-on-year.

The sales of a large number of imported brands in the Chinese market are growing rapidly. Behind the growth of imported brands is to a large extent the trust of consumers in their quality established for a long time. Among the top 100 import brands in turnover, the number of well-known import brands in computer office, beauty and skin care, personal care, mother and baby, and household appliances is the largest, with a total of 61 in the top 100. Among them, well-known international brands such as apple, Dell, HP, altami and Siemens have become the most popular imported brands.

Consumption growth of imported brand goods in popular tourist countries

The increasing improvement of cross-border e-commerce and the rapid development of transnational logistics have led to the continuous growth of online commodity consumption in countries with popular outbound tourism. In the past two years, affected by the COVID-19, overseas travel has been affected, but the consumption demand for overseas goods continues. From the perspective of importing countries, the United States, Japan, France, Germany and Switzerland have ranked among the top five importing countries for three consecutive years. It is noteworthy that the sales of imported brand goods in Japan and South Korea, two outbound shopping destinations, have increased rapidly after the epidemic. Compared with 2019, the imported brand goods in South Korea and Japan increased by 4.6 times and 4.1 times year-on-year respectively in 2021.

Due to the restrictions of traveling abroad, many consumers have shifted from “traveling around the world” to “buying around the world”, which has greatly increased the import consumption of popular tourist countries, and the National Pavilion commodities with representative and national characteristics have been favored by consumers. Jd.com sales showed that in the first half of 2022, 65 national pavilions were opened on the jd.com platform, with a year-on-year increase of 400% in the number of stores and 378% in the number of SKUs. During jd.com 618 in 2022, the turnover of national pavilions in many countries with popular outbound tourism increased significantly, among which the turnover of Finnish characteristic pavilions, Singapore overseas pavilions and Cuba boutique pavilions ranked the top three during 618, and the sales volume of France national pavilions, Hungary national pavilions and Singapore overseas pavilions increased by 194%, 147% and 141% year-on-year during 618.

The “post-80s” and “post-90s” have become the main force of import consumption, and people aged 46-55 have great import consumption potential

In the online imported consumer market, the “post-80s” and “post-90s” still occupy the mainstream consumer position, and the proportion of users aged 26-35 has reached nearly 50%. It is noteworthy that the import consumption enthusiasm of people aged 46-55 is also rising rapidly. Compared with 2019, the turnover of imported brand goods of people aged 46-55 increased by 283% in 2021, which has great consumption potential.

In terms of categories, the categories preferred by people of different ages are also very different. For example, generation Z has a more international vision and full of personality. When the material conditions gradually improve, they are more willing to consider the quality of goods and pursue niche goods that meet their personal preferences. Therefore, they are more willing to invest in imported brand goods such as Watch glasses, jewelry and digital equipment. For the silver haired people, they prefer to buy imported brand goods such as food and beverage, clothing, underwear and alcohol.

(Note: TGI (consumption preference) = the consumption proportion of this category in a certain age group / the consumption proportion of this category in all groups. Tgi>100 indicates that this age group prefers to buy this category)

The enthusiasm for import consumption in the county rural market continued to rise

The high-level market is still the main force in the consumption of imported goods. In the first half of 2022, the turnover of imported brand goods in the first and second tier markets accounted for 55%. However, with the support of national policies, the import consumption market is rapidly occupying the county rural market. In recent years, the import consumption heat of the county rural market has continued to rise, especially during the epidemic period, the import consumption turnover of the county rural market has increased rapidly. Jd.com sales show that compared with 2019, the turnover of imported brand goods in the county rural market in 2021 increased by 174%.

The import consumption in the county rural market also fully reflects the changes brought about by consumption upgrading. Jd.com’s sales showed that compared with 2019, the transaction volume of imported brand goods in pet life, beauty and skin care and nutritional health care in the county rural market in 2021 increased by 2.7 times, 2.3 times and 2.1 times respectively.

From the perspective of provinces and cities, consumers in Guangdong, Beijing, Jiangsu, Shanghai, Zhejiang and other provinces and cities purchased the most imported brand goods, of which Guangdong province accounted for 20% of the country’s import consumption turnover; In the first half of 2022, the consumption growth of imported brand goods in Shanxi, Hunan, Henan, Jiangxi and Shandong ranked first in the country.

With the continuous growth of China’s economy, the continuously active import market will complement the domestic consumer market to a large extent, and then meet the growing consumer demand of Chinese residents. Read more: jd.com: “engineer of human soul” consumption outlook China Merchants Securities: viewing Suning’s potential from jd.com comparison (with download) jd.com & Nelson: 2017 Internet sports consumer behavior report jd.com & Nandu media: 2017 beauty consumption report Ali, jd.com Suning Tesco ranks among the top 75 global retail brands (with a complete list attached) NBD & jd.com: 2019 China’s future commercial consumption trend research report (with download) jd.com: 2020 women’s consumption trend report (with download) jd.com: 2018-2019 beauty consumption report (with download) jd.com & China Food Industry Association: China’s food consumption and product innovation trend white paper (with download) JD: 30% of women’s online shopping focuses on men’s products JD: 2016 China e-commerce consumption behavior report JD: 2022 women’s consumption trend JD: 2022 instant food consumption trend JD: 2020 youth consumption data JD: 2016 China’s mother and baby product consumption trend report (attached)

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