The year-long double eleven of the national orgasm finally came to a close in the cheers of the choppers.
This year's' double 11 ', pre-sale, deposit gold, time-sharing prices, 7 days or 30 days insured promotions and other new ways of playing dazzling. This netizen quipped that' previous years' double 11 'let me hesitate Wallet, this year there are brains.
At first glance, the real gold and silver discounts are still the most popular. 'Chop hand family' seems to still pick up the calculator, carefully dig out details, than the price.But the '11 'shopping carnival grew to the ninth year, some changes Has happened quietly.
Ali data show that from 2009 to 2012, consumption was mainly concentrated in small pieces of clothing, footwear, underwear and other small pieces, such as TVs, sofas and washing machines, which started in 2013. This means that ' Double XI has become a family shopping day to upgrade the big house, and cross-border travel and air tickets have started to become a big expense on the '11 'list since 2015. In 2016, Double eleven 'bought a car this year' double eleven 'largest order is Aston Martin 17 million rowing.
From shoes and hats to yachts, e-commerce sales of products, is also a Chinese consumer online shopping trend of a conversion.
In the report of the 19th Congress, there are many references to consumption, and high-end consumption is undoubtedly a new growth point for cultivation. Under the background of upgrading the entire people, 'not for the sake of cheapness, but worth it' has become the new concept of consumption.
'I really think that' Double Eleven 'can very well reflect the people's desire for a better life as stated in the 19th CPC National Congress report. "Zhang Yong, CEO of Alibaba Group, said that behind this is the driving force for an ideal life.' New things are needed not because life has changed but because they want to change their lives. '
Consumer appliances has always been the pursuit of quality of life people are more direct path.It is noteworthy that in recent years, the proportion of high-end luxury consumer electronics sales rose sharply, is becoming a very important category in their respective subdivision product line to promote the appliance market The overall consumption upgrade.
The "Top Consumer Appliances Consumer Survey Report" released on the 8th Red Top Award Ceremony shows that 79.3% of consumers have plans to purchase high-end home appliances in the first half of the year. Monthly income of these families in first-tier cities is between More than 30000 yuan, other cities in more than 15000. The reason for their purchase should make manufacturers feel excited: to improve the quality of life and appliance replacement needs, 69.9% of the population is the pursuit of quality of life.
Lu Shenghua, chief of the organizing committee of the Red Trophy, believes that the trend of consumer upgrading is irreversible. With the improvement of domestic consumption level, people pay more attention to the quality of life brought by the product itself and the satisfaction of the service in bringing the consumer experience. Prize is advocated for more people to enjoy the quality of life brought by high-end appliances, consumers buy high-end appliances in the process of a guide, a reference for the award, with very important practical significance.
'In the past,' double eleven 'consumption has a low price to follow the trend of the factor, and now pay more attention to quality of life.' One engaged in consumer market research staff said that this year's 'double eleven' there are many home appliance brands began to notice this Changes in consumer upgrades.
Mao Zhongqun, chairman and president of Fangtai Group, expressed the determination of Fangtai people to build high-end brands: if you want to make products as boutique, you can only do one thing in your life.
In the view of Casa Imperial, the ultimate significance of 'high end' is that consumers recognize that technological innovation is also the ultimate goal of improving the quality of life of consumers. To this end, Casa Imperial also specifically defines three values of technological innovation: technology Originality, product differentiation, user identity.
In addition, there is an internationally renowned home appliance brand Sharp in the cats, Jingdong and other platforms hit the 'ideal life' sales label, in preparation for this year's 'double eleven.' To know that 'ideal life' is the people's good life needs The further expansion of society also brought social changes based on the upgrading of consumption and carried out reforms on major social conflicts.
Jingdong a set of sales data show: double eleven day water purification products to achieve more than 3 times a year, more than 2.5 times the dishwasher to achieve. High-end brands in the vacuum cleaner sales accounted for more than Liu Cheng, high-end joint venture brand air purifier sales accounted for Reaching 70%, health pots, cooks, broken machines and other emerging emerging concentration category, an increase of more than 4 times, of which more than 1,000 yuan in the high-end products accounted for more than 40%, showing that this year double 11 high-end appliances occupy the absolute protagonist.
'Transformation to the high-end transformation has become the consensus of the entire home appliance industry in the entire Chinese home appliance industry in the process of transformation and upgrading, the need for a third-party, impartial annual honor to pay attention to and promote this process,' Top Award Organizing Committee Chief Executive Lv Shenghua said that as a prestigious award focusing on high-end home appliances, the Red Jackpot aims to promote high-end home appliances that have demonstrated outstanding performance in terms of technological advancement, energy conservation and environmental protection, industrial design and brand reputation during the year Industrial restructuring, guide the orderly upgrading of consumption.
It is reported that the most popular top-rated consumer voting session was officially opened on November 1. Consumers selected, the finalists of the product will be subject to media review and expert review of the layers of screening, the final expert panel will be The only product selected in the category won the Red Jackpot Award.
Today's 'Double 11' consumer feast has come to an end, we can see the expedition to the high-end market has become a strategic new core of many home appliance enterprises in the future there will be more high-end high-quality home appliances into the homes of ordinary people.