Jingdong Thermal Clothing Consumption Report: Refuse To Consume Assassin Quality And Low Price

Since the winter, the speed of "6G" has been as fast as that of the winter. In the face of the cold wave, down jacket, thermal underwear and other warm and cold resistant clothing will usher in a hot selling period.

Take the down jacket as an example, with the continuous innovation of the brand, the down jacket with warm keeping performance and fashionable design has become a necessity for many people to wear in winter. The price acceptance of consumers for high-quality down jacket has become increasingly high. The data of Jingdong new department store shows that the brand Down Jackets In Jingdong new department store market share continues to increase, more and more people take high-quality down jacket as the first choice for winter warmth. According to the report on the trend of autumn and winter thermal clothing in 2022 released by Jingdong new department store and Jingdong Institute of consumption and industrial development, the per capita turnover of thermal clothing in 2021 increased by 71.73% compared with that in 2019, and the turnover of down jacket increased by 80%.

With the increasing demand for warmth preservation, consumers do not lower their requirements for quality or abandon their personal preference for alternatives. On the contrary, consumers want to get better products at every price to ensure that every purchase is correct and reasonable, and the goods they buy are worth the money. Just as good steel needs to be used for cutting edge, consumers also want to spend every cent. In pursuit of practicality and high quality, consumers still pay attention to cost performance. According to Jingdong data, more than 51% of thermal clothing consumers are high price sensitive customers, and 14.3% of users say that they will choose to buy only when they are on sale. It is a new trend to refuse to consume assassins, and to buy a good province is a new trend.

During the period of 11.11 of this year, in order to help consumers obtain good quality thermal clothing with high cost performance, Jingdong new department store cooperated with bosden, xuezhongfei, youkeshu and UGG 、 Balabala Through the form of 10 billion subsidies, such as thermal clothing brands, with practical brand, real quality and real price, bring real clothing consumption experience to consumers.

Previously, Jingdong new department store also launched a series of down jacket, knitwear and so on Clothing accessories In the second half of this year, the "down clothing quality certification standard" was upgraded and released in the second half of this year to standardize the internal quality and appearance quality that consumers pay attention to, such as down filling, fluffy and anti drill down. Nearly 10 items are higher than the new national standard, which helps consumers to purchase quality down clothing more scientifically.

Under the influence of pragmatism, the two characteristics of rational consumption and emotional life are integrated into one in contemporary consumers. As an important channel to purchase warm clothing, Jingdong new department store is making efforts to provide consumers with real consumption experience with real quality and real price goods during the period of Jingdong 11.11, so as to create a new "pragmatism" fashion in an all-round way.