世界杯期间早餐消费爆发，京东秒送咖啡、早餐销量均超50%增长Breakfast consumption exploded during the World Cup, with JD's instant coffee and breakfast sales both increasing by over 50%
Halfway through the 2026 World Cup between the United States, Canada, and Mexico, instant retail consumption is on the rise. The sales of multiple categories such as ice beer, fruit slices, and sportswear on JD's instant delivery platform have experienced explosive growth. The "1 yuan Ice Summer" event launched by JD's Mi Song has further ignited fans' enthusiasm for summer sports with refreshing items such as 1 yuan ice beer, ice watermelon, and ice tea drinks. Data shows that during the World Cup, the sales of JD's instant cold beer increased by over 98% year-on-year, ice cream increased by 59% year-on-year, and ice fruit slices increased by 111% year-on-year.
Due to the fact that the live broadcast time of this event is mostly concentrated in the early morning to morning period in China, the demand for refreshing drinks and breakfast driven by morning viewing has increased synchronously. JD's instant coffee and breakfast sales have both increased by over 50% year-on-year; The "living room watching ball" mode has become popular in equipment consumption, with sportswear increasing by 142% year-on-year and headphones increasing by 84% year-on-year.
The viewing habits of fans of this World Cup have undergone significant changes, with the previous "staying up late to watch the game" mode now dispersed into a distribution of all-weather viewing covering early morning, daytime, and late night. The morning games have given rise to new consumption scenarios, and the instant retail platform, with its 7 × 24-hour 30 minute delivery capability, accurately meets the real-time consumption needs of fans in multiple scenarios throughout the day.
Watching the game in the scorching summer with full ice power: Ice beer increased by over 98% year-on-year, and ice cream increased by 59% year-on-year
In July, many parts of the country continued to experience high temperatures, and cool ice products became a standard for spectators. During the World Cup, JD's instant delivery of ice cold beer increased by over 98% year-on-year, ice cream increased by 59% year-on-year, and iced tea drinks increased by 64% year-on-year, forming a "three piece set of ice cold viewing". As the "matchmaker" of wine, the braised snacks also showed a striking performance, with a year-on-year increase of 90% for dried tofu and 71% for dried meat. In addition, the overall sales of JD's instant fruit category increased by 53% year-on-year, and the ready to eat ice fruit slices, with their convenience of no washing and no cutting, increased by 111% year-on-year, becoming a popular cooling choice for home viewing.
The popularity of "coffee+breakfast": both coffee and breakfast have achieved over 50% growth
The morning competition has driven the consumption demand for the combination of breakfast and coffee. The order volume of toast, buns, sandwiches paired with coffee has significantly increased, and the sales of JD's instant coffee and breakfast have both increased by over 50% year-on-year. Among them, Western style pastries have increased by 48% year-on-year, and Chinese style pastries have increased by 73% year-on-year, becoming a refreshing necessity for fans to watch games in the morning.
Living room sports equipment: sportswear increased by 142% year-on-year, headphones increased by 84% year-on-year
The shift of the main venue for watching matches from bars and restaurants to family living rooms has driven the popularity of immersive viewing equipment. According to data from JD.com, the sales of sportswear increased by 142% year-on-year, coupled with the popularity of JD.com 618, the search volume for championship jerseys and World Cup team uniforms continued to rise; The headphone category increased by 84% year-on-year, among which high-definition headphones with immersive sound effects are favored by home sports fans, and retro style headphones also attract a large number of young users due to their appearance.
From the consumption data of this World Cup, instant retail has become the core position for large-scale sports events to drive consumption growth. The consumption trend of young consumers, which is rational, diversified and focuses on instant experience, will further promote the development of this model.
(Source: Rizhao News Network. This website reposts this article to provide readers with more information and information. The content does not constitute investment or consumption advice. If you have any questions about the facts of the article, please verify with relevant parties or contact this website. The views of the article are not those of this website and are for readers' reference only.)