The reason why the double eleven was nicknamed 'chop hand' by netizens is not only because the low-priced sharp objects have fueled consumers' shopping sentiment, but also because the long-accumulated consumer desires can be fully released. With the double eleven's At the end of the day, the choppers once again demonstrated their purchasing power through practical actions. As of 24 November 2017, the volume of Jingdong platform business reached 127.1 billion yuan during the 11th double-digit period, setting a record high.
Jingdong data show that the cumulative order amount TOP5 categories were mobile phones, flat-panel TVs, air conditioners, laptops, washing machines, of which household electrical appliances accounted for three seats, Haier, Midea, Gree three major brands over 1 hour last year double ten One-day sales, millet 5 minutes last year, all-day sales last year, 15-minute Sony last full-day sales last year, Vantage 20 minutes over the previous year's full-year sales, Hisense 30 minutes last year's full-year sales, the party too one hour Super sales last year, the boss 1 hour last year full-year sales.
As of 10:00 on the 11th, air conditioners, water heaters sales reached 3 times the same period last year, TV, dishwashers up 2.5 times over the same period last year, refrigerators to 2 times, water purifiers to 4 times. Jingdong Group Mall Appliance Division Yan Xiaobing, president said By the end of 2016 Jingdong has become the largest online and offline retailer of home appliances, home appliances online shopping Liucheng from Jingdong.
Jingdong double eleven changes
On the afternoon of November 11, reporters came to the Jingdong headquarters located in Yizhuang Economic and Technological Development Zone, Daxing District, Beijing. As soon as they reached the gate, they felt the passion and vitality here. In the venue, a string of 12-digit transaction figures Crazy growth, people feel a little 'unreal'.
Yan Xiaobing said that although 618 has been the home of Jingdong, but now more and more double-headed by the home appliance enterprises attach great importance to the eve of the double eleven, 'two trillion' lineup of home appliances Gangster had gathered in Jingdong headquarters According to him, now average daily household appliances Jingdong orders more than 600 million yuan, more than 230 billion yuan a year, covering all provinces and cities across the country, while stocking this year double 11 hit a new high, even the use of including manufacturers in All the warehouse resources within the temporary construction of the plant, there are still a large number of goods are still outside the main warehouse, so far no storage.
Jingdong double 11 stock volume hit a record high
Jingdong a single channel surge in stockpiles, a direct impact on the industry upstream panel prices rose steadily, in addition, a number of manufacturers to open multiple production lines for Jingdong, 11 holiday production line kept working overtime to ensure that the source of Jingdong.
In the promotion of Double 11 Campaign, this year's Jingdong Double XI has also changed a lot compared with previous years. During the period of Double 11, Jingdong has put 3 total ads of full circle of friends so that more Chinese consumers will realize that Chinese home appliances Online shopping has led the world.On November 13, Jingdong will once again to 900 million WeChat users to send a full circle of friends advertising, announced all appliance brands set up in the Jingdong Double 11 during the 16 sales rankings, including all categories , Large appliances, household appliances, a small protection, etc. In order to be more close to consumers, household electrical appliance enterprises are also devoting more resources, the current top ten competition is fierce.
In addition, the reporter learned that as early as October 20, Jingdong started to start the 30-day price protection mechanism, and the promotion forms are also more diversified. Starting from November 1, it will launch different brand days every day, regardless of the nature of the platform. People of nature or science and technology, in different marketing nodes on the turn of the brand performance, fully mobilize the manufacturers resources, and you can see in the day there are multiple brands competing for rankings and PK Yan Xiaobing said: 'I Noticing that the advantages of the big brands are getting more and more obvious, I have a little bit of a hunch that in about 35 years the Chinese home appliance industry will completely complete a round of reshuffling.
In addition, Jing-Dong Liu Hui, director of data research institute also introduced that consumers are now more and more dual-11 shopping behavior is more mature and rational, in the past, consumers search for a hot word is usually a category or Is the category, by price and other means to race out the products you want, but now it is very clear what you want, direct search brand and model search ratio increased significantly.
Double 11 rural markets accounted for 40% of sales of Jingdong Appliances
It should be noted that this year the rural market also has a very big change, it is understood, Jingdong help service stores and Jingdong appliance store sales in rural areas have accounted for double the Jingdong Double Big 40% sales of large appliances, and growth far Higher than the city, the average size of the rural market TV 5 inches larger than the city, air-conditioning big 0.5, water purifier sales surge 10 times year on year, and now, Jingdong service coverage has been more extensive rural areas, the whole of China has 1700 A number of Jingdong help and more than 7,000 home appliance stores, covering a total of 25,000 towns and more than 500,000 villages.
This year Jingdong double eleven new appliances category is particularly rapid, the specific data is that the dishwasher, coffee machine in the first 10 days increased nearly 2.5 times, beauty, cleansing instrument, massage chair increased by 3 times, steamer increased by 6 times , The sales data is constantly being refreshed.
Jingdong also on-line a small appliance appliances function, through WeChat can be achieved appliance consulting, installation, logistics, sale, recycling, cleaning and other one-stop shopping buy, and also provides a corresponding word of mouth management system, consumers can now see To improve the reputation of manufacturers, including their installation, sale, service and other aspects as well as the true evaluation of consumers, in addition to supporting the recovery of home appliances in over 300 cities, the old replacement ratio increased to 80%, service level in the industry-leading.
Jingdong no retail is now clues
In addition to the heyday of the traditional electricity supplier, Jingdong in the new retail exploration also appeared on the clue.On the 11th day, Jingdong headquarters crowded, unmanned supermarkets, unmanned convenience stores, Jingdong smart home platform and smart living Jingdong Museum A series of smart devices unveiled in full swing, causing visitors to stop onlookers.
Jingdong show no consumer supermarket spending scene
Reporters also tried a whole unmanned shopping experience at the scene, Go home Go (unattended vending machine) through face recognition and gravity sensing, simplifying the user purchase process, the user simply open the door after scanning the code - the election Pick up - close the door to complete the transaction in three steps, the container will automatically identify the user to buy the product category, and subsequent settlement, compared with the traditional unmanned vending machines more convenient.
Staff told reporters that in fact, the theory can be done without the use of mobile phones, face recognition only through the completion of the entire purchase process, but the process eventually failed to show in the formal operation of the container, because they are worried that users will be excluded Face as IP. Go East home Go will be the first laying in the office in early 2018, and then will be extended to communities, shopping malls, gas stations, entertainment venues, training institutions and other open space for all floating population.
It is understood that at present Jingdong home has accumulated nearly 40 million registered users and millions of single-month transaction size, with a comprehensive user portrait and consumer big data, combined with each Go-Go home feedback data sales in the background AI algorithm to form data decisions to determine the taste preferences of consumers in the region, and constantly adjust the product categories, including drinks, fresh fruits, lunch boxes and so on.
Jingdong staff unmanned supermarket 'brush face' into the door
This reporter learned that the supply chain, Go home will go deep with the entire Jingdong supply chain system and the depth of Jingdong home platform to share, including Wal-Mart, Wing Fai, including tens of thousands of high-quality super resources, for shelves products, Jingdong home Go can ensure that the origin of these products can be traced back, the quality can be monitored, replenishment is achieved through real-time monitoring of video images and gravity sensors in the vending machine, so that accurate replenishment.
Jingdong home Go's core technology is derived from Jingdong unmanned convenience store, that is, through 'face recognition + gravity sensing' and other technologies to achieve the matching of people and goods through a smooth unmanned shopping experience, giving the most authentic The feeling is that a few months ago or after a gossip non-stop retail, now it seems not far away from us.