Double 11 came to an end, as of 0:00 on November 12, 2017 Lynx dual 11 global carnival turnover of 168.2 billion yuan last year, 47.5 billion yuan, up 39.35%; Jingdong Mall total orders amounted to 127.1 billion yuan, up Up more than 50%, a total of 735 million pieces of goods sold; Suning Tesco full channel sales won 163% of the high growth. More than Lynx Jingdong Suning double 11 journals, this year markedly slowdown in the refrigerator washing machine market double 11 the same day Also full of return.
Public data show that sales of Jingdong refrigerators, washing machines up 2 times over the same period last year; Suning appliances rapid gains, key products such as refrigerators washing machines ranked first in the channel industry; Tmall appliances sales performance better, the refrigerator washing machine Lynx double 11 highlight, etc., refrigerator washing machine business in this annual sales promotion node earn pot full Feng, fully contributed to the annual sales performance improvement.In the high growth brand, TCL refrigerator washing machine as the industry upstart, the market performance is particularly Eye-catching, increasing momentum and even overshadowed the ice-washing industry has long stopped the old brand.
TCL whole network cumulative sales reached 1.43 billion, an increase of 43.5%, its refrigerator washing machine industry performed well, the day sales up to 210 million yuan, an increase of 44%; on sale for 2 hours, TCL refrigerator washing machine will Completed in 2016 double 11 sales throughout the day, rewarding.
Fit the mainstream: healthy high-quality direct users
This year's double 11, high-quality household appliances become the mainstay of consumption, many consumers are more concerned about the quality of alternative appliances, experience and enjoy, with large capacity, health, intelligence and other needs of the appliance search extremely high quality upgrades overwhelming In the refrigerator washing machine industry, a long time adhere to the concept of high - quality products, there are many brands, but the real user pain points can be fused with high quality features in the series of products, which will test the true strength of a brand, and tell the truth , TCL refrigerator washing machine will have a real effort.
As we all know, German products with its excellent quality in the world established a good reputation, and by virtue of its unique brand culture, high-quality products has won the trust and respected users around the world.With the German production line, production equipment and key products and components, TCL refrigerator washing machine to achieve a 'German craft cast quality in Germany', product quality no doubt double 11 day, high quality boutique TCL multi-door refrigerator sales exceeded 32,000 units, a big dark horse; TCL drum washing machine up 112% TCL refrigerator washing machine in high-quality products on the market advantage.
In the layout of high-quality products, TCL ice wash well versed in the pain points of user life, and absolute quality production design to meet their needs. 'Sewage washing' long industry for many years, washing machine hidden many residual dirt, bacteria health corner; TCL refrigerator washing machine through years of technical conquest, has listed in the past two years has been to solve the secondary pollution, cross contamination of the pollution-free washing machine , Unique refrigerating fast / small temperature / energy saving / low noise and other advantages of integrated inverter air-cooled refrigerator, are set for high quality and user needs for a high quality products.
In the pollution-free washing machines, TCL washing machine team break through the traditional drum washing machine internal structure, innovative water tank pollution-free structure, the tripod will be completely sealed within the cylinder, complete isolation of pollutants; TCL pollution-free barrel in the tub washer 'Vat avoid pollution + keg pollution-free' solution, laundry vats, exclusive barrel washing program partition operation without disturbing each other, the perfect solution to the problem of cross-contamination of clothing.
Another in the field of refrigerators, TCL refrigerators pioneered one inverter air-cooled technology for the storage of ingredients to create exclusive preservation of space, but also a unique partition storage design, storage area of wet and dry separation, depth of household partition to store the pain points; in the smart, TCL refrigerator According to the temperature difference between the storage space temperature intelligent cooling capacity configuration for food storage to quickly provide the best temperature zone etc. With TCL refrigerator washing machine in the industry to resolve the absolute contribution to the pain point, TCL pollution-free washing machine and inverter air-cooled refrigerator one after another Won the industry pollution-free features certification, IFA Innovation Awards and other awards, in the professional affirmed TCL refrigerator washing machine brought high-end quality and innovative design.
In line with the times: riding on consumption upgrade beats
In fact, from this year's dual-11 consumer preference for high-quality features can be predicted that the trend of consumer demand is escalating into the deepening phase, which is very different from the previous years to find low-cost model.About the agency released the "high-end home appliance consumers Survey Report "shows that more and more domestic families and individuals are willing to pay for high-end products, and Chinese people are more sophisticated in consuming ideas for high-end products and pay more attention to health quality, diversified needs and personalized features.
Consumers generally pursue higher quality of life and high-tech high-end appliances, which means that their consumer demand is shifting from 'essential' to 'enjoyment', satisfaction with home appliances begins to shift toward spiritual satisfaction, To start a home appliance is no longer just concerned about its function, more is to value it for what I can bring to enjoy the life and way .In order to meet the consumer philosophy, home appliances companies gradually toward the high-end. Jingdong released monitoring Data show that relative to the past, double 11 high-end luxury home appliances sales rose sharply, is gradually becoming a very important sub-product line in their respective categories, the Chinese consumer electronics market, the context and momentum of consumer upgrades become more apparent.
In the refrigerator washing machine industry, Zhong Yikang's survey on high-end home appliances shows that 44% of consumers surveyed most concerned about the 'sterilization function' of the washing machine, which means that consumers are paying more attention to the health attributes of washing machines. Similarly, Refrigerator partition storage and preservation of health and other upgrading needs have also begun to be consumer amplification.After the white brand, TCL refrigerator washing machine tread consumption upgrade beats, since 2013, Hefei appliance industry park construction has continued to provide effective for the industry, consumers Ice-washing solutions, based on the needs of consumer upgrades, adhere to the pragmatic and innovative brand concept, and with the advancing manufacturing capabilities help the brand into the fast lane.
Taking washing machine as an example, from pure laundry to healthy laundry, the demand of consumers for washing machine has undergone tremendous changes. TCL washing machine team accurately insight into the needs of users to upgrade. It has introduced a pollution-free washing machine, Up to now, TCL has the ability to solve the 'Wastewater' problem of the full range of washing machines, which is effective in the TCL ice-washing market in the high-end washing machine market that is becoming saturated and of high homogeneity. Chips.
Into 2017, under the combined impact of rising raw material costs, frequent real estate policies and sluggish market demand, the performance of the refrigerator washing machine market is poor. However, the upgrade of the product structure brought by the upgrading of consumer demand has become more prominent. This is especially true for the refrigerator washing machine Business, is nothing more than a good corner overtaking good machine.TCL ice since its production, they pay close attention to the user pain points, the trend of consumer upgrades in recent years just for the TCL ice wash to achieve high growth provides an opportunity to double this year 11 Completely broke out.
China's consumer market has simply detonated into a full phase of expansion, then as a refrigerator washing machine industry's new benchmark, TCL adhere to the user-oriented high-end quality of the line, can lead the Chinese home appliance industry to create a new market pattern? The answer is yes In the future, TCL ice-washing program will also enter millions of households, driving hundreds of millions of users to upgrade the way of life.