"Winter overnight" has enabled many people to start the pace of buying and buying clothes with warm and cold. Merchants and brands have also quickly "switch seasons" and launched various warm-keeping products to meet consumers' needs for keeping cold. In recent years, the improvement of mass consumption level and consumption capacity has promoted the iterative update of warm clothing products. Consumers no longer only focus on product design and price, but practical value has become an important factor in consumers' current choice of warm clothing. As the channels for receiving information become more convenient and diversified, consumers' awareness of warm clothing is gradually strengthening. More and more consumers become "warm experts" and use a more rational attitude and the concept of "not buying expensive, only buying right" to meet their warmth needs.
Driven by the concept of quality consumption, consumers are increasingly willing to invest more budgets for the practical needs of preventing cold and keeping warm. JD survey data shows that more than 70% of consumers spend thousands of yuan on warm clothing every year, of which 37% of users spend more than 2,000 yuan. Consumers will never be lenient when spending money on warm clothing.
Nowadays, more and more consumers are no longer obsessed with "beautiful and frozen people". Their enthusiasm for purchasing warm clothing is increasing, and brand merchants are also constantly increasing their discount benefits to bring consumers a better purchasing experience. During JD.com's 11.11 this year, warm clothing brands such as Bosideng , Xuezhongfei, Youkeshu, UGG, and Balabala all participated in JD.com's 10 billion subsidy, using practical big brands, real quality and real prices to bring real clothing consumption experience to consumers.
The upgrade of consumption concepts has also driven the continuous iteration and update of products. Faced with the increasingly diversified life and entertainment scenes, conventional warm clothing can no longer meet the needs of consumers in segmented scenarios, so various warm clothing with special fabrics and different functional designs have been continuously entering the consumer's sight. At the same time, consumers who are good at surfing copying homework, doing homework, and reading popular science on various social platforms have constantly memorized the functional indicators, fabric information, matching scenes and other contents of various warm clothing. They turn around and complete the process of receiving coupons, comparing prices, purchasing, and payment, and then wear new clothes to welcome various life and entertainment scenes such as outdoor sports, business commuting, and daily warmth.
is not only consumers who strive to improve the warmth experience in different scenarios. JD New Department Store has a deep insight into consumers' subdivided clothing needs in different scenarios, and provides users with diverse scenario-based choices, such as launching activities such as warm clothing super category day, down jacket new product day, and online exclusive museum areas such as down jacket halls. Through the division of different temperature bands and different regions, it selects warm clothing products suitable for different groups of people, so as to help consumers purchase the required products more conveniently according to their own needs.
When the rational consumption concept returns, consumers believe in "practicality is the hard truth." Enough warmth is the meaning of cold-proof clothing. From the perspective of purchasing decisions, "materials and warmth" exceed the design and price, and has become the primary option for purchasing decisions in categories including down jackets, thermal underwear, thermal shoes and boots. However, consumers are not the "snatchers" who are slaughtered by merchants. Cost-performance ratio is also an important factor that promotes purchase. JD consumption data shows that more than 51% of warm clothing consumers are high-price-sensitive customers, and 14.3% of users said they will only choose to purchase when discounts and promotions.
In the past, the carriages were very slow, and consumers were used to taking advantage of the cold and preparing warm clothing early. However, with the improvement of logistics efficiency, JD.com has achieved next-day delivery, same-day delivery and even instant delivery of products with its complete supply chain capabilities, becoming a new choice for more and more consumers to "buy and wear immediately, keep warm immediately." Even young people with procrastination can quickly obtain a wintering tool that is both fashionable, warm and cost-effective when the cold wave hits.
must not only prevent cold, wind, and run down, but also be fashionable, thin, not bloated, and have a popular price. Consumers have more and more requirements for down jackets. However, with the joint efforts of JD.com and major brands, consumers can buy quality and warm clothing with peace of mind and enjoy a real consumer experience. New winter clothes, technology keep warm, visit JD New Department Store!
