January 16, 2024 -- This winter, the “ice city” Harbin, capital of northeast China’s Heilongjiang province, has emerged as a magnet for tourists from all corners of the country. Harbin’s hospitality has warmed the hearts of these visitors. Their shared online experiences have further fueled the city’s tourism and consumption growth.
According to data from JD.com, searches for Harbin travel have skyrocketed, with a year-on-year growth exceeding 100 times in the past week alone. Harbin’s specialties have also been favored by tourists. JD.com’s data also reveals a substantial rise in the volume of Harbin specialty shipments since December. The Harbin Red Sausage, a beloved local delicacy, has emerged as the top souvenir choice for out-of-towners, seeing an average daily shipment volume in early January that is nearly fourfold higher than in December.
To support this influx of tourists, JD Logistics has strategically established service points at key locations, including Harbin Airport. These hubs ensure comprehensive delivery services, enhancing the overall visitor experience.
At a glance
- Company
- JD.com
- Location
- Harbin, Heilongjiang province, China
Key figures
- Year-over-year growth in Harbin travel searches
- exceeding 100 times
- Tall snow boots transaction growth
- 206%
- Padded cotton caps transaction growth
- 158%
- Thickened long down jackets transaction growth
- 134%
- Large suitcases and travel backpacks transaction growth
- 98%
Products and programs
This Harbin tourism boom has also spurred a surge in sales of winter apparel. JD.com’s data indicates a rapid growth in the sales of warm clothing items such as down jackets, snow boots, and thermal underwear between January 1st and 7th. The sales growth is especially pronounced in southern provinces and cities such as Jiangsu, Zhejiang, Guangdong, Sichuan, and Shanghai. Notably, tall snow boots registered a 206% year-on-year increase in transactions, while padded cotton caps and thickened long down jackets soared by 158% and 134%, respectively. Beyond clothing, travel gear has also seen a considerable uptick, with a 98% year-on-year growth in transactions for large suitcases and travel backpacks in these southern regions.
To further cater to the needs of consumers gearing up for their Harbin adventures, JD.com launched a “Northbound Warmth Guide” on January 10th, offering a curated selection of warm clothing, shoes, children’s wear, and accessories, and enabling more consumers to purchase thermal equipment in a one-stop shop.
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In brief
JD.com reports that interest in travel to Harbin, Heilongjiang province, has risen sharply this winter, alongside increased shipments of local specialties and sales of cold-weather goods. The company says searches for Harbin travel grew by more than 100 times year over year in the past week. Harbin Red Sausage was the leading souvenir choice among visitors, with its average daily shipment volume in early January nearly fourfold its December level. JD Logistics has added service points, including at Harbin Airport. JD.com also reports year-over-year transaction growth for winter clothing and travel gear in southern regions, and says it introduced a “Northbound Warmth Guide” on January 10 to offer shoppers a selection of seasonal apparel, footwear and accessories.
Key takeaways
- JD.com says searches for Harbin travel increased by more than 100 times year over year in the past week.
- Harbin Red Sausage led souvenir choices, with early-January average daily shipment volume nearly fourfold December's level.
- JD.com reports transaction growth for winter apparel and travel gear in southern regions.
- JD Logistics established service points at key locations, including Harbin Airport.
