---
title: "JD Big Data: Domestic Coffee and Others Become 10 Benchmark New Consumption Categories; Wo Xiaoya and Others Become 30 Benchmark New Consumption Brands"
description: "During JD 11.11, JD Supermarket and JD Consumption and Industry Research Institute released the '2022 New Consumption Brand Research Report for FMCG and Fresh Food'. The report identifies 10 benchmark categories and 30 benchmark brands based on sales and user data, with repurchase rate as a key driver for high growth."
author: "New Distribution"
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published: "2022-11-12"
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# JD Big Data: Domestic Coffee and Others Become 10 Benchmark New Consumption Categories; Wo Xiaoya and Others Become 30 Benchmark New Consumption Brands

> During JD 11.11, JD Supermarket and JD Consumption and Industry Research Institute released the '2022 New Consumption Brand Research Report for FMCG and Fresh Food'. The report identifies 10 benchmark categories and 30 benchmark brands based on sales and user data, with repurchase rate as a key driver for high growth.

The new consumption track is undoubtedly the most attention-grabbing area in the FMCG and fresh food industries. So, which specific sub-tracks are the most valuable and promising? And which brands are performing best?
During JD 11.11, on November 11, JD Supermarket and JD Consumption and Industry Research Institute released the "2022 New Consumption Brand Research Report for FMCG and Fresh Food".
The report shows that based on JD Supermarket's 2022 sales and user data, among the 10 major categories in the FMCG and fresh food industries, there are 10 new consumption benchmark categories that have the most scale effect, the strongest growth, and the greatest potential.
Among them, the benchmark category for leisure snacks is domestic coffee represented by Yunnan coffee; for water and milk drinks, it is buffalo milk and its dairy products; for grain, oil, and condiments, it is instant sea cucumber; for fresh food, it is prepared dishes; for alcohol, it is Chinese low-alcohol drinks represented by fruit wine.
For maternal and infant products, the benchmark category is Chinese-style complementary food; for personal care, it is anti-hair loss products; for household cleaning and paper products, it is wet toilet paper; for toys, it is trendy toys; for pet products, it is baked food.
For each new consumption benchmark category, three brands are calculated and ranked based on data from three dimensions: product strength, scale and growth, and user loyalty. A total of 30 brands, including Baifeiluo buffalo milk, Wo Xiaoya Chinese-style complementary food, Shichangnian fruit wine, and Ocean Star cat food, have become benchmark new consumption brands.
JD Supermarket's data analysis model shows that in the second half of new consumption, repurchase rate is an important driver for new consumption brands to achieve high growth.
JD Supermarket also announced that the above 10 categories and 30 brands have become its strategic support categories. JD Supermarket will implement support measures in four aspects: strategic positioning, content seeding, e-commerce closed loop, and brand marketing.
In addition, JD Supermarket and JD Consumption and Industry Research Institute also released the future value rankings of KA brands and new consumption brands in the FMCG and fresh food fields on the 11th.
**01**
**Data Analysis Model Finds: Repurchase Rate Becomes a High-Growth Driver for New Consumption Brands**
**JD Supermarket Implements Four Support Measures**
The report released by JD Supermarket this time calculates and ranks the 30 most representative new consumption brands in ten major categories: leisure food, water and milk drinks, grain, oil and condiments, fresh food, maternal and infant, personal care, home cleaning, toys and musical instruments, alcohol, and pets, based on sales data.
Lu Fei, a researcher at JD Consumption and Industry Research Institute, said that by building a model of month-on-month growth and repurchase rate since Q2 this year, they have sorted out the growth path and growth drivers of new consumption brands, providing the most authoritative growth reference for new consumption brands.
According to the JD Supermarket new consumption brand data analysis model, the "repurchase rate" in the FMCG and fresh food fields has become an important driver for new consumption brands to achieve high growth.
Therefore, while continuing to insist on innovation and growth, new consumption brands need to choose a path that suits their own characteristics based on their own advantageous factor endowments.
Liu Lizhen, Vice President of JD Group and President of JD Retail's Supermarket and Omnichannel Business Group, said that JD Supermarket will support these 10 new consumption categories and 30 benchmark new consumption brands in four aspects: strategic positioning, content seeding, e-commerce closed loop, and brand marketing, to help them rapidly and continuously improve repurchase rates.
**02**
**10 Benchmark New Consumption Categories and 30 Benchmark New Consumption Brands:**
**Most Scale Effect, Strongest Growth, Greatest Potential**
According to the report's analysis of JD Supermarket's 10 key categories, quality and refinement have become the trends in the new consumption track in the FMCG and fresh food fields. At the same time, domestic brands are accelerating their rise with significant growth. In addition, creating hit products is becoming a new growth point driving category development.
In the leisure snack category, domestic new consumption coffee brands, typically represented by Yunnan coffee, are rising. From 2020 to 2022, JD's Yunnan coffee sales increased 6 times, and the number of users increased 5 times.
The emerging coffee brand SINLOY uses low price and high quality as its selling point, embedding the label of "staple coffee" in consumers' minds and catching the new consumption express train.
In the water and milk drink market, the trend of segmentation is obvious, and buffalo milk and its corresponding dairy products have become emerging hit products in this industry. Taking Baifeiluo as an example, Baifeiluo is not only the market leader in the buffalo milk category on JD Supermarket, but from January to October 2022, Baifeiluo buffalo milk's transaction amount on JD Supermarket increased by more than 71% year-on-year.
In the grain, oil, and condiment market, brands such as Haiyantang and Bangchudao have brought new vitality to traditional ingredients with instant sea cucumber based on process innovation.
Haiyantang Dalian instant light-dried sea cucumber strengthens the effectiveness of freshness preservation through process innovation, meeting consumers' new requirements for convenience and healthy consumption. During the JD 11.11 opening period, sales increased 10 times compared to the previous week.
In fresh food consumption, quality, refinement, high cost performance, and portability have become new consumption trends, especially in the prepared dishes industry, which has seen significant growth.
Currently, JD Supermarket has taken the lead in announcing that it will include prepared dishes in its strategic support categories and plans to support 20 prepared dish brands with sales exceeding 100 million yuan and 5 prepared dish brands with sales exceeding 500 million yuan in the next three years.
In alcohol consumption, the Chinese low-alcohol drink market maintains a high-speed growth trend.
The fruit wine brand Shichangnian has users concentrated in the 20-35 age group, using the traffic of TV dramas to directly reach young consumers. In JD Supermarket's 11.11 pre-sale, Shichangnian fruit wine's transaction amount increased by 123% year-on-year.
In the maternal and infant category, "Chinese-style complementary food" is more in line with the constitution and eating habits of Chinese babies, and its share in infant complementary food consumption is increasing year by year.
For example, Wo Xiaoya's "One Week Series" complementary food products, relying on JD Supermarket and JD's supply chain, achieved monthly sales exceeding 10 million within half a year of launch.
In the personal care market, young consumers' demand for anti-hair loss products continues to increase, and personal care brands that precisely position themselves in the anti-hair loss track are actively exploring further refined new consumption categories.
For example, Spes's sea salt hair cleansing paste, which focuses on long-lasting oil control and fluffiness, has become the best-selling shampoo paste brand online.
In the home cleaning category, consumption upgrading and refined care have driven the industry's high prosperity, with the wet toilet paper sub-category rising rapidly and having great potential.
For example, Deyou focuses on high cost performance and softness, while Shu Jie focuses on soluble, quick-drying properties and skin cleansing effects, both achieving sales growth.
In the toy and musical instrument market, trendy toy consumers have strong purchasing power, and Generation Z has become the main purchasing force.
Multiple single products such as FARMER BOB Island Series, Summer Dreaming Lucky Bag, and RiCO Dream Series achieved sales exceeding 10 million during JD 618.
In the pet category, baked food is growing the fastest, with JD Pet Baked Food GMV increasing by as much as 96 times year-on-year, making it a promising blue ocean market.
On JD, the biggest feature of the hit product Ocean Star cat food is that it uses all fish. In Q3 2022, Ocean Star baked food's transaction amount share increased from 15% in Q1 to 35% quarter-on-quarter. During this year's JD Pet 11.11 opening, Ocean Star's transaction amount in the first 20 minutes exceeded the same period of 28 hours.
**03**
**Commonalities of Benchmark New Consumption Brands: First Focus on High-Tier Cities, Functional Segmentation**
**Younger Users, Appealing to Female Consumers**
Among the 30 new consumption brands in the ten categories in the FMCG and fresh food fields, JD Supermarket extracted 5 brands' hot-selling products for analysis. It can be found that new consumption brands focus on high-tier cities and show trends such as functional segmentation, younger users, and better meeting female consumer needs.
Data shows that the five hit products - Engnice infant complementary food noodles, sinloy Yunnan Arabica coffee beans, CP Food Easy pepper pork belly chicken, Shichangnian colorful light fruit wine, and Ocean Star low-temperature baked cat dry food - all exceeded the site-wide average in terms of month-on-month growth from September to October compared to July to August, and the proportion of 1-2 tier market sales. Among them, CP Food Easy pepper pork belly chicken grew 98.3% month-on-month, showing rapid growth.
In addition, new products in prepared dishes, coffee, and pet cat food have a higher proportion in high-tier (1-2 tier) cities, and will quickly penetrate into mid-to-low tier markets in the coming months through JD Logistics' downward distribution.
For example, the fresh food brand CP and the pet food brand Ocean Star have over 60% of users from 1-2 tier cities, higher than the site-wide average.
Liu Lizhen, Vice President of JD Group and President of JD Retail's Supermarket and Omnichannel Business Group, said that in the current industry situation where new brands in the FMCG and fresh food fields are flooding in and the market is becoming saturated, JD Supermarket is driving more and more new consumption brands to maintain stable popularity, and is also bringing leading deterministic growth to the industry.
Liu Lizhen believes that this deterministic growth not only benefits from JD and brands jointly promoting products towards younger, richer, and more diversified channels, but also stems from JD's continuous exploration of consumer concerns based on market insights, providing brands with more accurate trend judgments, thereby promoting product development, reducing the trial-and-error cost of new products, new brands, and new categories, and helping new consumption brands focus on improving their own product strength.
For a long time, as an omni-channel supermarket that enables high growth, profitability, and certainty for FMCG and fresh food brands, JD Supermarket has been regarded by the industry as playing the role of industry stabilizer, brand growth field, and trend incubator. In the future, many enterprises also hope that JD Supermarket can further promote the high-quality development of the new consumption track.


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