In recent years, consumers' demand for the quality and cost-effectiveness of clothing has gradually increased. Due to its high-quality and cost-effective characteristics, Chinese brand down jackets are gradually gaining more consumer trust and recognition. According to JD data, over the past three years, JD has sold over 40 million domestic down jackets, bringing comfort and warmth to millions of households. During the November 11, 2023 period on JD.com, the overall transaction volume of JD.com's down category increased by 120% year-on-year, making it one of the top sales in the clothing category.

JD has always been committed to providing consumers with higher quality and cost-effective clothing and high-quality services. By establishing in-depth cooperation with a large number of domestic and foreign clothing brands, we aim to upgrade the full chain worry free shopping experience for consumers while also optimizing costs and efficiency for our partners, promoting high-quality development. JD has also become the new main battlefield for top tier clothing brand merchants.

In order to bring more consumers a richer and high-quality Chinese quality down, on October 31st, JD joined forces with Chinese clothing brands such as Bosden, CABBEEN Cabin, Govan, Hailan Home, JD Jingzao, Seven Wolves, Senma, Tambor, NetEase Yanxuan, Xuezhongfei, Yalu, Duck, etc. (sorted alphabetically) to launch the "Rising China Down" campaign, working together with many Chinese clothing brands, Go deep into the origin of down in China, explore high-quality down in China, and bring more comfortable and warm domestic down jackets to every consumer. At the same time, JD.com has also launched a dedicated venue for Chinese down jackets, allowing more consumers to easily purchase higher quality Chinese down jackets. By opening the JD.com app and searching for "New Chinese Down Quality", you can directly reach the venue.

Exploring high-quality down in China to achieve both sales and brand value enhancement

This year, Chinese clothing brands have also achieved dual increases in sales and brand value on JD.com. According to JD data, in 2023, Bosideng became the top 1 brand in terms of transaction volume for both men's and women's down jackets on JD; Since its launch on JD.com in September, the CABBEEN Cabin Sailimu Lake goose down series has driven the brand's overall down category transaction volume to triple year-on-year within a month; Gao Fan became the top 1 on the 2023 JD.com women's down jacket ranking.

During the November 11th period of 2023 on JD.com, the transaction volume of JD.com's down jacket category increased by 110% year-on-year, with Tambor ranking among the top 5 clothing brands in terms of transaction volume; In the second half of 2023, the transaction volume of Yalu goose down clothing category on JD.com increased by 120% year-on-year, and Duck ranked among the top 1 in sales of JD.com goose down clothing category in 2023.

Meanwhile, during the November 11, 2023 period on JD.com, multiple brand new products were launched and sold well, including the Milan Fashion Week down jacket new product launched simultaneously by Seven Wolves on JD.com, the Senma Easy Cloud Down JD.com exclusive series, NetEase Select China Geese Polar Series, and the 2023 Xuezhongfei Ouhao Li Yitong same series down jacket. In addition, JD also empowers the brand at the online and offline omnichannel level, linking more than 5000 offline stores of Hailan Home, providing hourly and even minute delivery services for products.

At the same time, JD Jingzao, relying on its innovative model of direct production and sales factories and shortening the supply and demand chain, has also collaborated with leading factories in the industry to create multiple cost-effective down jacket products, such as the Extreme Cold Series thermal storage goose down jacket, the heat accumulation down plush+men's down jacket, and the air+zero pressure down lightweight down jacket.

Exclusive venue launch brings diversified high-quality domestic down options

In order to provide consumers with low-cost and high-quality Chinese down options, as well as more detailed and accurate down shopping guides, during the event, JD.com simultaneously launched a dedicated Chinese down venue, covering various down categories such as down jackets and down jackets, as well as popular popular popular products such as three prevention down, shirt down, and windbreaker down, allowing more consumers to easily choose their favorite Chinese down jackets for a warm and fashionable winter.

Multiple high-quality Chinese down products are selling well at the venue. Including the classic casual hooded down jacket favored by millions of Bosden users, and the three in one down jacket down jacket; CABBEEN Cabin Sailimu Lake Goose Down Series; Govan black gold goose down jacket; Hailan Home's three defense aurora goose down jacket; JD Jingzao Extreme Cold Series Heat Storage Goose Down Clothing; Seven Wolf Cool Black multifunctional down jacket; Senma Easy Cloud Down Exclusive Contribution from JD; Tambor Black Gold series, new baseball collar lightweight down jacket; NetEase strictly selects surface strong temperature goose down clothing; Snow flying goose down work clothes and down jackets; Yalu Extreme Diamond Fire Color series down jacket; YAYA Duck 90+Light Down Series and other new brands have become popular, providing consumers with more diverse and high-quality autumn and winter clothing choices.

As temperatures across the country generally decrease, consumers' demand for warm and cold resistant down jackets has also increased accordingly. During the event, it coincided with JD's Billion Dollar Subsidy Day on the evening of October 31st, bringing a large number of Chinese autumn and winter new products, hot selling styles, celebrity models, IP co branded models, and other fashion items. There was also a 50% discount for every 299 or more across stores throughout the event, as well as an additional subsidy of 60 yuan for every visit to JD's November 11th main venue. Additionally, there were discounts on a large number of products at limited time and low prices, as well as multiple services such as a billion dollar subsidy, 9.9 package shipping, full price protection, double compensation for purchase price, and free shipping hours, Provide consumers with a higher quality fashion consumption experience.