Week 44 is the 44th week of e-commerce platform development in China should be remembered as a time node.According to Ovid cloud big data statistics, just enter the double eve of the 44th week Jingdong appliances completed an epic level of breakthrough , Air conditioning occupy the proportion of national sales for the first time more than 50%, reaching 53.9%, while occupying the proportion of online air conditioning sales is as high as 75.8%.
In other words, more than half of all air conditioners sold domestically this week were sold to consumers through JD appliances, and 3 of the 4 air conditioners sold online were purchased on the BOE platform.In the appliance category, Only juicer, cooking machine, purifier and other emerging categories of small appliances reached such a success in the Jingdong appliances.In the traditional air conditioners, refrigerators, color TV sets, washing machines and other large appliances, the first air conditioner sales nationwide Accounting for 50% mark.
In the past, air-conditioners have long been considered by the outside world as "the last fortress" that is difficult to break through in the e-commerce channel because the air-conditioner sales chain is too long and involved in distribution and installation and is considered as the biggest chip counter in the store. Human Go players in the artificial intelligence Alpha dog surrendered like the front, the line air-conditioning sales channels in the face of online air-conditioning channels in the cost, efficiency, experience, service and many other aspects of the absolute advantage, quickly defeated.
Let me talk about the cost. Since JD.com eliminates the rents of stores, Liu Qiangdong, chairman and CEO of Jingdong Group, once said that the cost rate of offline mode like GOME and Suning would need about 16% to 17% while JD.com only needs 6 No doubt, the cost savings can be returned to consumers.
In terms of efficiency, E-commerce logistics represented by Jingdong has become the benchmark for the entire industry. 'Limited time' and 'next day' allow 92% of consumer electronics orders received within 24 hours of goods. For co-manufacturers, Jingdong Household 52 days of the transfer period is also more than GOME 100 + days and Suning 90 + days is much shorter.
In the experience and services, Jingdong appliance 30 days price protection, 30 days returnable, 180 days replacement service standards so far there is no e-commerce platform and offline channels can be exceeded.Air conditioning installation price also allow consumers do not have to use Then worry about being bite by installment.
(With the Jingdong platform, Oaks is rapidly transforming its young fashion brand.)
Time and again set a new benchmark in the industry so that JD.com surpassed Suning to become the largest appliance retailer in China in 2016. Into 2017 Jingdong appliances continue to surge in air conditioning sales soared to reach the end of January and Gree reached annual sales of billions of plans and let Gree in the end of June surpassed last year's sales.Compared with the United States, air-conditioning sales in Beijing East Appliance sales growth faster in early June than last year's full-year sales, and by virtue of the 618-day sales of 600 million yuan Creating a myth of the brand.Auxox, on the other hand, has boosted sales by 40 times with its six-year deep cooperation with JD.com, and takes its more than 20-year-old brand a new fashion brand by leveraging the platform of young people like Jingdong.
In the achievement of many domestic top brand of home appliances at the same time, Jingdong appliances in July this year, started in Suning air-conditioning retail area to achieve full surpassing, becoming China's largest retailer of air conditioners.From the perspective of air-conditioning channels change process, the earliest decentralized offline channels To online e-commerce platform, air-conditioning sales to Beijing Jingdong appliance occupy more than half of the country, went through a line from offline to aggregate from the road. This road perfectly reproduce the consistent style of JD: no Play gimmicks and concepts, but focus on the "floor" of every aspect of business, process and technology, ripping competitors with strong execution, cost control and user experience.
(From 0:00 on November 1 - at 24 o'clock on November 2, Jingdong appliance sales ranking)
The latest example comes from the double eve of November 11, Jingdong appliances were waving 'red envelopes', 'discount coupons', 'white strip discount' consumer army quickly captured as of November 1 at 9 am, air-conditioning sales Has more than 1.5 times the total sales last year .Inverter air conditioners and Guiji air conditioning growth is particularly rapid, the brand is still the United States, Gree and Oaks occupy the top three.Air conditioning sales almost forgotten now is far away from the heat of late autumn, And this is just the beginning of Jingdong Double 11 Global Goodies Festival in 2017. Perhaps this week and next week, Jingdong Appliances will create a higher figure in the national sales of air conditioners.