September's密集 wave of new smartphone releases has simultaneously sparked a fresh round of 3C accessory renewal demand.

According to battle report data from JD.com (NASDAQ: JD) "Blockbuster New Product Month Accessories" campaign, from September 1 to September 28, transaction volume for new phone cases grew 220% year-over-year, AR phone film transaction volume rose 70% year-over-year, screen-display chargers increased 50% year-over-year, and new national standard power banks grew 50% month-over-month.

With the successive launch of major new products including the iPhone 18 Pro series, Xiaomi 18 Pro, and vivo X500 series, new phone colors and features have further driven consumer demand for renewing accessories such as phone cases, phone films, and chargers.

A notable trend in new product consumption this year is the increasingly tight integration between phones and accessories.

Following the debut of the iPhone 18 Pro series, new colors such as Burgundy quickly became hot topics for discussion, and accessories like phone cases matching the new phone colors and exterior designs also drew consumer attention.

From "adding a layer of protection to the phone" to selecting same-color, contrasting-color, or more design-forward accessories based on the new phone's color scheme, phone accessories are becoming an important "second new product" for consumers after getting their new phones.

To capture the accessory renewal demand brought by the concentrated launch of new phones, JD.com partnered with multiple leading brands to create the "Accessories Trend-Forward New Product Launch Event," concentrating new releases across categories including phone cases, phone films, chargers, and trendy wearables.

At the event, executives from multiple brands presented the latest product trends from design philosophy and material innovation to functional upgrades, further amplifying new product attention and providing consumers with more reference-worthy renewal choices.

Beyond concentrated new product launches, JD.com also continued to create more interactive and topical consumption scenarios around new accessories.

During the "JD Accessory Renewal Season" campaign, activities such as "buy accessories for a chance to win a phone" continuously attracted user participation, further boosting consumer attention and engagement with new accessories.

Through multiple approaches including new product debuts, content seeding, and interactive marketing, JD.com is continuously extending the attention heat from new phone launches to accessory consumption, driving a stronger linkage between "changing phones" and "changing accessories."

At the same time, JD.com has extended 3C accessory consumption scenarios into the fashion realm.

During Milan Fashion Week, JD.com collaborated with supermodels, actors, and other fashion personalities to appear with new phones paired with trendy accessories such as phone cases, further showcasing the trend attributes of new phone colors and accessory designs through same-color and contrasting-color styling approaches, elevating phone accessories from functional products to fashion items that allow young consumers to express their personality and aesthetics.

From concentrated new product launches to trend scenario expansion, JD.com is continuously driving a tighter linkage between new phone launches and accessory consumption.

Leveraging new product debuts, brand co-creation, content seeding, and omnichannel capabilities, JD.com not only provides consumers with richer 3C digital new product choices but also helps brands continuously amplify new product buzz, expand consumption scenarios, and further unlock the growth potential of the 3C accessory market.