Pink fashion, mythical literature drive China’s consumer trends

JD.com reported a surge in demand for products related to the leading movies.

Consumers are integrating their interest in summer blockbusters such as Barbie, 30,000 Miles for Chang’an, and Fengshen, driving the search online for products that are related to the leading movies.

In a report, JD.com said the search for mythical works of literature Fengshen on the platform posted a 430% year-on-year (YoY) increase in July, Li Bai, a famous poet in the Chang’an film also grew by 155%.

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Book-related searches on Chang’an and Fengshen surged by 103% to 745%, whilst the number of shoppers buying books related to Fengshen and Li Bai increased by 110% and 90%, respectively.

Meanwhile, the search for Barbie on JD.com rose by 101% YoY in July. The search for pink-themed fashion products ranging from camisoles, and dresses to wide-leg pants and earrings skyrocketed by 156% to 1,055%.

The demand for pink sneakers also rose tenfold during the period.

JD.com expects demand for film and TV-related merchandise to grow in August.