Nowadays, the post-90s and post-00s generation have become the main consumer groups. While they are pursuing quality life, they also pay attention to low-carbon environmental protection and green consumption. According to Jingdong data, nearly 60% of consumers born in the 1990s and 2000s choose to trade in electrical products. The topic "60% of consumers born in the 1990s and 2000s are unwilling to buy new machines directly" has attracted attention in Weibo hot searches recently. With hot discussions, young people’s consumption concepts have once again become the focus.
As a generation that pursues individuality and expresses its self-attitude, the consumption choices of those born in the 1990s and 2000s also show new characteristics. On the one hand, they are constantly chasing new products, paying attention to the trend of new products in electrical appliances such as mobile phones, computers and digital appliances, and hoping to try out the life experience brought by "black technology" electrical appliances. On the other hand, they are also "nostalgic" when purchasing electrical products. , has a strong awareness of environmental protection, will actively choose to recycle old products in the form of replacing old products with new ones, and pays more attention to low-carbon environmental protection. In their world, everything can be replaced with new ones. For example, using refurbished old clothes to create "renewable" canvas bags, using used glass cups to DIY vases, etc. are their little wisdom in practicing "green living".
As the main position for young consumers to renovate electrical products, the trade-in data of JD Electrical Appliances also confirms the above-mentioned consumption trend. According to JD.com data, in the first quarter of 2022, the trade-in volume of mobile phones, computer digital products, and home appliances increased by 666% year-on-year. Through trade-in, waste electrical appliances can be professionally recycled and processed to generate environmental protection value, and it can also save money for young people renting houses. More living space, more benefits with one stone.
While more young consumers are beginning to choose to practice green consumption by trading in old products for new ones, JD.com has always been committed to promoting green and low-carbon consumption. Recently, JD.com announced that it will join hands with China Greening Foundation to carry out the "1 Yuan Green Action for Trade-In" public welfare project. For every trade-in order of electrical products completed by consumers on JD.com, JD.com will donate 1 Yuan for charity tree planting, joining hands with consumers. The environmental protection actions are implemented in the form of public welfare donations through investors and partners, attracting the attention of consumers.
Now that JD.com’s August shopping season is in full swing, JD.com has once again upgraded its trade-in service range, supporting the trade-in of multiple items across categories such as mobile phones, computers, digital devices, and home appliances. You can buy new appliances for as low as 0 yuan, satisfying the diverse needs of consumers. While optimizing consumer demand and rationally utilizing old electrical products, we also practice our social responsibility of green environmental protection.
It is worth noting that every time an electrical product is recycled, it will make a corresponding contribution to reducing carbon emissions. According to calculations by the Beijing Green Exchange, replacing an old refrigerator with a new one can reduce carbon emissions by 30 kilograms. According to relevant research data, planting a tree can absorb about 10 kilograms of carbon dioxide on average every year. Rough calculation, trading in a refrigerator on JD.com is equivalent to planting three trees.
Through young consumers’ initiative to choose more environmentally friendly forms of consumption such as trade-in, as well as the “1 Yuan Trade-In Green Action” public welfare project jointly launched by JD.com and the China Greening Foundation, all parties in the industry and consumers are actively participating in environmental protection. In the project, we jointly create a green future.
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