618 Shanghai ranks second in urban consumption power, and the “time-honored” brand is highly popularFly into the homes of ordinary people
Caption:During the Jingdong 618 event, many time-honored brands from Shanghai won the love of consumers across the country Photo courtesy of the interviewee
Xinmin Evening News (Reporter Jin Zhigang) Drinking bright milk, using Chenguang stationery, wearing Shanshan shirts… During the 618 this year, the “worldly fireworks” belonging to Shanghai consumers returned. It is reported that during the 618 event of JD.com, many time-honored brands from Shanghai have won the favor of consumers across the country, including Guangming, Chenguang, Shanshan, Dekor and other brands with high national popularity.
According to data from JD.com, during the 618 period in 2022, among the purchasing power rankings of 31 provinces, autonomous regions, and municipalities directly under the Central Government, Shanghai ranks 4th in the country, ranks 2nd in urban consumption power, and ranks 7th in the country in terms of customer unit price. Ranked 3rd. The dazzling purchasing power rankings testify to the enthusiasm of Shanghai consumers.
During the 618 period this year, the purchasing power of all regions in Shanghai showed strong performance. The top 3 regions in terms of consumption-to-purchase ratio were: Chongming District, Minhang District, and Xuhui District; the area with the fastest year-on-year growth in turnover was Chongming District. In terms of turnover, the top 5 regions in Shanghai for turnover are: Pudong New District, Minhang District, Baoshan District, Songjiang District, and Jiading District. The areas with the strongest total purchasing power are: Gucun Town, Chuansha New Town, Jiuting Town, Jiangqiao Town and Pujiang Town.
In the dimension of consumption characteristics, the top 5 high-quality agricultural products in Shanghai are: Chongming District, Minhang District, Xuhui District, Hongkou District, and Songjiang District. High-quality agricultural products from these regions have been introduced to thousands of households as the beautiful business card of Shanghai.
In terms of user characteristics, new users in Shanghai tend to be younger, financial practitioners have the fastest year-on-year growth, the proportion of female users is 8% higher than the average, and young users under the age of 35 account for 47%. An increase of 15.1%. The participation of young employee consumer groups has injected new momentum into the Shanghai consumer market.
Shanghai’s Gen Z population prefers categories such as fresh food, pet life, food and beverages, etc. in shopping. At the same time, the number of local tripartite shops increased by 34.51%.
Among the many local brands, the top 5 local well-known brands/time-honored brands in Shanghai with a year-on-year increase in transaction value are: Guangming, Chenguang, Shanshan, Dekor, and Oppo Lighting. The TOP5 growth rates are: Shanghai Pharmaceuticals, Luolai Home Textiles, Dekor, Op Lighting, and Chenguang. From stationery, food and beverage to lighting, home furnishing, Shanghai’s time-honored brands cover all aspects of life.
From the perspective of commodities, the top 5 sales of hot-selling commodities in Shanghai are: Apple iPhone 12, Gree 1.5-horsepower air conditioner, Spark Thinking Children’s Online Class, Zijin Gold, and Emerald Gold. At the same time, the top 5 sales of hot-selling products are: Orchid edible oil, Nongfu Spring drinking water, Zhende face mask, steady face mask, Yili Jindian pure milk.
During the 618 period, the categories that Shanghai consumers spent more money on were digital home appliances, computers and mobile phones, food and beverages, etc. At the same time, according to the comparison with the national average consumption structure, it can be seen that the categories that Shanghai consumers prefer are: fresh food, pet life , Kitchenware, Household Cleaning/Paper Products, Traditional Tonic.
Experts pointed out that under the wave of consumption upgrading, social consumption is characterized by individualization and diversification. The consumer demand of citizens does not stop at the purchase and use of products, but runs through the whole link of pre-sale, in-sale, and after-sale, and the whole life cycle of consumer experience, pay more attention to related services and are willing to provide guarantee and improvement. Pay for service. Data shows that consumers in Shanghai are more inclined to purchase services such as pet services, car services, decoration services, mobile phone services, and home appliance services.
