JD.com: 2020 Spring Festival consumption big data

The Spring Festival is an annual traditional festival for the Chinese people, and this year's Spring Festival is particularly memorable: the whole country works together to fight the epidemic.

January 29, JD.com The Big Data Research Institute released the big data of Spring Festival consumption. The data showed that this year's Spring Festival consumption had several characteristics: the demand for basic livelihood commodities such as rice, flour, grain and oil surged across the country; the number of orders from other places increased by 3 times year-on-year, especially the orders sent to first- and second-tier cities increased significantly; consumers across the country sent a large number of medical protective equipment to epidemic areas such as Wuhan, Hubei; the demand for home maternal and child care, health, pets, home appliances, entertainment, etc. increased "off-seasonally".

Take anti-epidemic supplies as an example. During the Spring Festival, there was a huge demand on the front lines. JD Logistics quickly moved millions of disinfectants and hand sanitizers from the factories of major brands to JD's self-operated warehouses and shipped them. On the other hand, people across the country responded to the call and reduced travel, spending the Spring Festival at home. Comparing the consumption of several major categories, it can be seen that there have been significant changes in consumption during the Spring Festival this year: travel has decreased, and consumption of health, home, and food and beverages has increased significantly.

Demand for rice, flour, grain and oil increases

Data shows that during the Spring Festival, the demand for grain, oil, instant food, and seasoned white vinegar increased significantly, with price fluctuations and rush-to-buy items occurring in some areas.

However, the supply of relevant categories in JD Supermarket is sufficient. From the first to the third day of the Chinese New Year, the transaction volume of grain and oil increased by 15 times year-on-year, among which the transaction volume of edible oil increased by 556% year-on-year, and the transaction volume of rice, flour and grains increased by more than 20 times year-on-year. The overall sales of instant food were hot, with the transaction volume increased by 423% year-on-year, among which the instant food category increased by more than 10 times year-on-year. The transaction volume of instant noodle brand Master Kong increased by more than 20 times year-on-year, the transaction volume of Uni-President brand increased by more than 15 times year-on-year, and the transaction volume of imported instant noodle brand Nongshim increased by more than 16 times year-on-year.

The transaction volume of milk categories increased by 300% year-on-year, among which the transaction volume of organic milk categories increased by 200% year-on-year; the transaction volume of drinking water increased by 200% year-on-year; the transaction volume of nuts and roasted nuts categories increased by more than 100% year-on-year.

JD Fresh, Seven Fresh Supermarket, and Seven Fresh Life will not close during the Spring Festival. From New Year's Eve to the third day of the first lunar month, JD Fresh's sales increased by more than 370% month-on-month before the festival, and more than 4,000 tons of fresh products were sold. Sales in 3-6 tier cities increased by nearly 300% year-on-year. Data shows that vegetable products are the best-selling products, with sales increasing by more than 9 times year-on-year, among which leafy vegetable sales increased by nearly 21 times. Meat, poultry and eggs increased by nearly 7.5 times year-on-year. Sales of refrigerated and frozen foods such as dumplings and pastries also increased by more than 7 times year-on-year.

The reverse increase of orders from other places

Data shows that during this year's Spring Festival (New Year's Eve to the fourth day of the first lunar month), the number of out-of-town orders placed by users nationwide was nearly three times that of the same period last year, with pharmaceutical and health care orders surpassing food and beverages, household appliances, and jewelry. Traditional New Year goods and other categories ranked first in terms of order volume.

As the front line in the fight against the epidemic, Hubei has touched the hearts of people across the country. During the Spring Festival, the number of out-of-town orders flying to Hubei reached 230% year-on-year. The rankings from high to low are medical care, food and beverages, household cleaning products, and maternal and child products.

Data shows that in January this year, the number of orders sent to Hubei Province nationwide increased by about 70% year-on-year, including orders for "respiratory protection" including masks, an increase of 540 times, "eye and face protection" increased by 393 times, and "personal hygiene" products increased by 376 times. Among them, Beijing placed orders for more than 17 million masks, more than 240,000 sets of respiratory protection masks and filter cotton, more than 30,000 blood oxygen meters, and about 10,000 pairs of goggles to Hubei. It is worth noting that similar products such as goggles, blood oxygen meters, and masks were not hot-selling products during the Spring Festival in previous years.

The following figure shows that among the products ordered by users across the country and sent to Wuhan, the orders for "respiratory protection products" including masks, "eye and face protection products" including goggles, and ECG/blood oximeters have increased several times after the 20th: