JD.com took the lead in surrendering the first 11.11 transcripts, achieving an all-day performance in the same period of last year in only 1 hour this year. As of 9:00 am of the same day, sales reached 2.5 times of the previous year.
Li Jianhua, deputy secretary-general of China Electronic Commerce Association, analyzed that 11.11, as the world-renowned online shopping carnival, started to show some new changes this year. First, changes have taken place in time and the frontline has been extended. From the previous one-day centralized explosions to the continuous Over-development; Second, product categories continue to expand, which means more offline entities admission, but the field of home appliances 3C is still the vane of the entire event.
He stressed that after years of evolution, the pattern of competition for e-commerce centering on 11.11 is also changing. From Ali's sole show and gradually becoming the carnival of the entire domestic business community, differentiation among platforms has begun to emerge.
Judging from the market reaction of this year, various main concepts such as unbounded retail, new retail, smart stores and home life began to emerge in an endless stream in a dazzling array of markets, but for consumers, what factors affect their influence on the home appliance business Platform choice?
Source: Meilande
Recently, Meilande, a joint market research agency of China's home appliance network, conducted a survey on consumers who had experience in purchasing home appliances on e-commerce platforms in five cities of Beijing, Shanghai, Guangzhou, Shenzhen and Chengdu.
Survey results show that 11.11 this year, consumers purchase online appliances, JD.com, Suning, Lynx platform ranked the top three research accounted for 52.26%, respectively, 12.65% and 12.52%
Source: Meilande
In terms of the priority of the selection factors, the most affordable home appliances and the provision of 30-day price protection service are the first choices, which shows that the price factor is still the most important factor for consumers. In addition, ranking 2-5 Factors are: e-commerce platform appliance brand enough; through the previous shopping experience to choose the best service providers (integrated delivery of various factors is timely, after-sales service installation, not satisfied with the return, etc.); e-commerce platform appliance products delivery speed , Good service attitude; e-commerce platform appliances, installed in place, the charges are reasonable.
What needs to be noticed is that the option of "serving the best e-commerce through previous shopping experience" has aroused great concern from consumers. A bad shopping experience is most likely to result in consumers no longer patronizing a platform, and Internet The word of mouth effect, will experience the rapid amplification, affecting other consumers also make a similar decision.
Li Jianhua said that ignoring the concept of e-commerce cloud, the current return to rational consumers at the same time, pay more and more attention to the overall delivery of online home appliance shopping, platform shopping guide page experience optimization - the shopping process is simple - easy to pay - Fast and accurate logistics - After-sales system improvement - Return flexibility, no matter what part of the problem, will affect the consumer experience.
This year, JD.com has taken the lead in handing over some transcripts, but for the 11.11 lengthening the timeline, the show has just begun.