Now, in 2017 the biggest bright spot in the home appliance industry's 11th largest promotion, not who continue to occupy the absolute number one home appliance retail position, but who become the appliance industry insight into the user's needs an indispensable platform.
Shuangyiyiyi drums received, nearly 9000000 micro-channel users through the circle of friends in the form of advertising received a Jingdong appliance issued a 'super battlefield report.' During the double 11 during the 12 days, the purchase of home appliances over Liucheng from Jingdong , Come from hundreds of domestic and foreign home appliance giants such as TV, air-conditioner, kitchen and bathroom, with the higher consumption data on the list, truly reflect the market and consumer's favorite, but also the industry's technological innovation direction and consumer trends.
Obviously, this super battlefield appliance news, has become the major Chinese and foreign home appliances brand competition in the Chinese market, 'annual exam report.' Also released an important signal: As home appliances began to occupy the core of the 11 home promotion , Different regions across the country different preferences of consumers, is no longer under the lights and glance has become clear, clear and understandable, the most authentic real estate market, the business scene also surfaced.
In the 2017 Double 11 this war, JD.com not only continued to bolster its position as the No. 1 retailer in China, but also for the entire Chinese household appliance industry, JD.com is no longer just one of China's largest online and offline retailers , But also become the only platform for Chinese home appliance manufacturers to gain an insight into consumer demand and accurately grasp the industrial trends and become the first window of the product innovation iteration and consumer trend change in the appliance industry.
The new speed of home appliance retail
Gree 7 minutes breaking billion, Hisense 58 seconds to break 100 million; millet 5 minutes, 15 minutes Sony, Vantage 20 minutes, the boss too 1 hour, both last year full-time sales; Midea, Gree, Haier within an hour last year, all-day sales amount;
Flat-panel TV broke 100 million one hundred minutes, air-conditioning sales exceeded 50% last year, all three TVs, air conditioners, washing machines and other appliances once again occupy this year's double 11 to promote the turnover of the top five in the three seats, large appliances generally achieve 2 times More than 4 times of the growth of water purification; beauty, Haier, Gree, Philips, TCL, and Hisense, Sharp, Siemens, Oaks, millet and other Chinese and foreign brand companies, occupy Jingdong appliance double 11 full category sales top ten.
This is just past the double 11 big promotion, Jingdong appliances made a lot of achievements in a microcosm, a true reflection of the market competitiveness of different brands, as well as the individual needs of different consumers.Industry insiders said frankly: This is not just bask in China's first electrical Retail channel confidence, but also detonated e-commerce platform in the traditional sales off-season to help home appliance manufacturers activate consumer detonated the market's ability to eventually create a new pace of home appliance retail industry.
Compared with previous years, during this year's double 11, consumer demand for home appliances is not only a brand, quality upgrades, more changes and more diversity.If we say that JD.com has become a milestone in witnessing the commercial transformation of ' Then this year double 11 has become the iteration of consumer electronics market in China 'watershed'.
Through the JD Series list you can clearly see: this year's dual 11 appliances not only sell fast, and sell well, selling expensive addition to a large number of Chinese and foreign brands turnover in 5 minutes, 15 minutes have more than last year all day, At the same time, the high-end boutique brands also appeared second-hand selling million units, a new record of 100,000 sets of transactions.However, in advance to reveal the next three changes in consumer spending trends throughout the home appliance:
In the pursuit of not only more brand, high-end, but also pay attention to the inherent culture and value of products and brands, the pursuit of more texture of life philosophy and way of life; products, not just the pursuit of product technology and fashion sense, Also concerned about the value-added services of system solutions; in the trend, not just fancy one of the best companies in the industry, but also those who are more concerned about unique, original new technology.
Melan Rand, the authoritative data research firm, surveys more than 3,000 consumers in the top five cities of Beijing, Shanghai, Guangzhou, Shenzhen and Chengdu. Over half of consumers surveyed bought home appliances during the 11-week period and are more rational consumers and tend to choose Quality, brand products.This also from a side, confirms the Jingdong appliance sales wave behind the consumer upgrade logic.
Today, home appliance industry is turning from price to value, the turning point of the product to the brand, the major home appliance enterprises to speed up the layout of the Internet + transformation, online e-commerce platform has become the major home appliance products, technology, brand the first front against The grand sprint at this crucial moment is even related to their annual results and affects the process of changes in the industrial pattern and the promotion of universal consumption.
The watershed in escalation of consumption
After experiencing this year's double 11 big promotion of this war, the entire home appliance online shopping also ushered in a new 'watershed'. How to buy from the past cheap, affordable, practical, and now how to buy better, more Quality, customization, design, brand, personality, aesthetic, efficiency, the ideal of many of these high-end home appliance business consumers, suddenly began to grow up in the e-commerce platform.
Under the tide of the era of consumer upgrades, the choice of consumers this year is highly tacit understanding with the initial aim of Jingdong 'Global Goodies Festival.' Through the comprehensive performance of the 16 successful double 11 brand deals released by JD.com, the company successfully extracted the whole category list The brands such as Gree, Hisense, Hisense and so on have ranked first in the category of air conditioners, TVs and other products with the strength of "single champion", and the uncompromising quality of foreign brands such as Sharp, Sony and Philips is without any surprises. To optimize consumption, China's home appliance industry has become the next decade detonated the biggest driving force.
Jingdong appliances through the list clearly show the strength of appliance brands, quality, technology, intelligence, services, and discounts, etc., but also to all appliance manufacturers feedback consumer preferences for home appliances brand, the development trend of major categories of home appliances Faced with billions of household appliances turnover each year, tens of millions of users to buy behavior, combined with the purchase of its products and the amount of information into the Jingdong big data system analysis, it becomes a consumer analysis report, which for home appliances business research , Insight into the big data of consumer demand, and targeted product innovation, the industrial layout has an important directivity.
In occupying household appliances over 60% of the market share of the body over the volume, but also double double during the double 11 growth, looking back to the entire home appliance industry, only Jingdong dare to call the home appliance industry at home. This is precisely because of JD Consumer demand, especially the accurate grasp of the trend of consumer upgrades, become the only home appliance business in China and user demand for large-scale precision interactive platform so that more and more home appliances enterprises will Jingdong as the annual new starter, the annual brand day The starting platform, and even Jingdong appliance cooperation in personalized, differentiated new product development.
In fact, as early as October 20 this year, BOE began to brand day way to start a double 11 big promotion, after a short period of half a month is more historic WeChat friends circle put 3 full ad, With a huge flow of the maximum degree for the Chinese and foreign home appliance brand activation during the double 11 consumer demand, refresh the sales record layout.Because JD.com clearly understand that home appliances online shopping has become a part of many young people's daily lifestyles, while leading the consumer trends The best means is to create consumer demand.Real real appliances through e-commerce platform, quickly into more and more Chinese families, leading a new round of consumer upgrades.
When the big demand of the "barrier lake" has been formed, big brands, large platforms to complete the explosion of household appliances sales is a release of demand gap, with the critical, high-end, purchasing power, high consumption and other characteristics of a new generation of consumer groups accounted for Dominant, how to meet their individualized, fragmented, customized needs Pain point is the focus of most major home appliance business, which is the future appliance transformation and upgrading must address the difficulties, and insight into the consumer data will be cracked double eleven The key to a puzzle.
A milestone in industrial transformation
The first quarter of 2017 released by the Ministry of Industry and Information Technology (CCIDI) Research Report on Online Shopping for Home Appliances in the First Half of 2017 shows that the online market size of pure household electronic appliances in China was 111.5 billion yuan in the first half of 2017, an increase of 33.1%. (Excluding mobile terminals) penetration rate of 24.88% for the first time over 20%, of which, JD.com occupy 61.3% share of home appliances online shopping again to a new level.
Jingdong Global Goodies just ended, the cumulative orders of more than 240 million single orders total amount of 127.1 billion yuan, an increase of 50%, Jingdong appliances become an important part of this beautiful report card.A series of data shows that, however, just A few years ago, the original is not the most optimistic about the home appliance online shopping, now not only become the main force of Jingdong platform, but also become China's home appliance retail industry's most mainstream sales.Lastly so that JD.com become China's home appliance industry, especially home appliance retail industry reform A milestone
In this year's double 11 big promotion period, the United States, Gree, Haier, Oaks, Skyworth, Konka, Fang too, Galanz, the boss, nine Yang, Wan and Lin and other nearly 100 mainstream domestic and foreign enterprises' In the form of a response to JD.com big promotion; same time Chinese and foreign consumer electronics 100 billion clubs, 50 billion club members head, also gathered Jingdong Group headquarters, and Jingdong Group Chairman and CEO Liu Qiang East, JD Yan Xiaobing to discuss how to seize the consumer demand and lead the consumer demand in this rapidly changing era, so as to realize the fast iteration of the enterprise development mode and competition means, and become the leader of the era.
More and more home appliance enterprises realized that e-commerce is not only the largest sales platform of current home appliances, but also the promotion of appliance boutique, appliance brand transformation, and the iteration of appliance competition in the commercial appliance industry .For example, in the recent five years, Maintaining the highest growth rate in the industry, while enabling home appliance enterprises to gain market-scale growth in the cake, it will continue to help manufacturers to obtain the highest profits and the most comprehensive big data feedback.
Looking at the consumer markets in all countries in the world, only China has made home-appliance online shopping the most mainstream way of selling and has become the platform of choice for more and more mainstream consumer groups after 80 and 90. As more and more young consumers become The protagonist of the market, the value of e-commerce platform will be further highlighted.And to create this miracle of business is the Jingdong appliances, the current average daily orders over 600 million yuan Jingdong, more than 230 billion yuan a year. Become the current Chinese home appliances The only industry in the circulation industry that has the most extensive coverage of all four levels in all provinces, cities, counties, towns and villages in China.
In order to prepare for double 11, this year dozens of household electrical appliance enterprises specifically for the Jingdong appliance out of several production lines in the 11 Golden Week production line does not stop production, working overtime to ensure that the supply of Jingdong source.Similarly, because this year double 11 Jingdong TV stockpiles surge, A direct impact on the color TV industry upstream panel prices stabilized and picked up, bringing the healthy development of the entire industry chain.This series of moves shows that the power of a company with the power of a business, the achievements of home appliances online shopping platform in the mainstream status of China's home appliance circulation industry, the final result of Is a new consumer shopping experience and lifestyle appliances.This has greatly exceeded the duties of enterprises, transfiguration industry leader.
From the perspective of the development of the global home appliance industry, in the past ten years, Chinese brands and Chinese products have been the dominant players in the world's home appliance industry. The pace of development, market size and scale of the industry are all in a leading position in competition. However, in the next decade, The industry wants to fully overtake foreign brands in the entire industrial chain such as manufacturing cost, circulation efficiency, brand upgrading and core technology innovation, which will inevitably speed up the transformation and upgrading of its own industries as well as the synergy and opening up of upstream and downstream innovation. As a result, the e-commerce platform and home appliances Business, the distance between users will be further reduced.