Quantamental Researcher, JD Finance Quantamental Research

Ben Li

Quantamental Researcher

JD Finance Quantamental Research

JD Finance Big Data Quantamental Research is a data and insight provider of proprietary online eCommerce data, under the arm of big data analytics team in JD Finance. JD Finance is an affiliate of US listed JD, a leading eCommerce player in China. It is one of the largest fintech companies in China, with business spanning across consumer loans, fund distribution, and quantitative strategy research. 

Thematic (Sector/Industry)

China Consumer discretionary / Thematic (Sector/Industry)

<p>Premiumization in China has been an unstoppable trend as China’s economic reform continuously spurs the growth of consumer sector and benefits citizens’ everyday life. Among Chinese consumers, Millennials, defined as a cohort born between 1980 and 1995, have the strongest purchase power on e-commerce platforms with constantly rising online spending. We sorted out Millennials’ three shared values that affect their purchase decisions: Higher Quality, Better Lifestyle and Health Consciousness, and will discuss the impact of these principles on different consumer sectors in this article.</p>

Premiumization in China has been an unstoppable trend as China’s economic reform continuously spurs the growth of consumer sector and benefits citizens’ everyday life. Among Chinese consumers, Millennials, defined as a cohort born between 1980 and 1995, have the strongest purchase power on e-commerce platforms with constantly rising online spending. We sorted out Millennials’ three shared values that affect their purchase decisions: Higher Quality, Better Lifestyle and Health Consciousness, and will discuss the impact of these principles on different consumer sectors in this article.

A Closer Look at Premiumization: Decoding Millennials Online Spending