Cushion heating, warm water rinse, sterilization deodorant ... ... to comfort and health as the core of the smart toilet seat in recent years become household consumption 'red net', after 70, 80 middle-class consumers to become the first batch of users. As a platform for middle-class consumers to gather in the e-commerce platform, the sales volume and growth rate of smart toilet covers in Jingdong are very impressive. Based on the understanding of products and the insight of users' needs, Jingdong has been actively promoting products with brands Upgrade iterations and more efficient popularization.
On January 22, Jingdong once again joined forces with Wu Xiaobo and brand namesrs to launch the second Smart Toilet Seat with the theme of "Toilets Revolution to Cover" to discuss the development trend of the industry and start the toilet revolution in the field of intelligence.
Strong growth, a new generation of middle class is the main force
From the first smart toilet lid last year so far, Jingdong smart toilet sales growth is strong.Data show that in 2017 Jingdong smart toilet cover sales rose more than 80%, of which 80, 90 after the purchase is the main force, accounting for nearly 5 percent, from Speaking from the perspective of spending power, Jingdong gold and diamond users account for about 70% of total consumers. In terms of consumer regions, they are mainly concentrated in first- and second-tier cities such as Beijing, Shanghai and Guangzhou. However, from a gender perspective, the consumption of women has increased rapidly, accounting for Better than continuous improvement.
Jingli Jun, vice president of Jingdong Group and president of Jingdong Mall Home Living Division, said that the rapid growth of intelligent toilet seat is accompanied by the rapid rise of a new generation of middle class in China who are more pursuit of quality of life and easier to try new things , Smart toilet covers are in line with their needs for a comfortable, healthy life.
In the process of rapid growth, intelligent toilet seat market also changed significantly over the year.Jingdong Mall home life division Zhao Lijuan, general manager of furniture, building materials at the scene to share, Jingdong smart toilets cover consumer price has significantly improved consumer spending People are beginning to focus on some of the more intelligent and health-related functions such as body testing, APP health record data, innovative antibacterial materials, etc., and more and more consumers are directly crossing the smart toilet cover, purchasing smart one Machine, from the transformation to upgrade one step '.
It is worth mentioning that intelligent toilet cover also won the middle-class male consumer 'appreciation.' Wu Xiaobo channel, male fashion media Dushao Fei and Jingdong Institute had jointly released the "new middle-class male consumer report," which smart toilet lid into a middle class In the male toilet seat cover of Jingdong platform, 47.95% of the consumers choose the product with the price range of 2000-2999 yuan, accounting for the highest proportion, and 6.64% of the consumers choose 6000 Yuan above the product.
Consumer awareness is limited, the penetration rate is still far behind
Although the domestic smart toilet lid has maintained explosive growth, but the penetration rate is still low.Jingdong joint key brand research data show that China's smart toilet cover market penetration rate of less than 5%, even in Beijing, Shanghai and other cities, the penetration rate Less than 10%, far behind Japan and South Korea and other countries more than 80%.
From the point of view of major brands to share the scene, the low penetration of smart toilet lid mainly due to its lower awareness of consumers on the one hand, the domestic smart toilet lid late start, change habits need a long-term Process, especially many consumers just heard of smart toilet lid, but did not personally experience, did not realize the benefits of smart toilet cover; the other hand, the use of smart toilets require water and electricity, many families are not pre-renovation Leaving the corresponding interface, the installation is relatively complicated, which also put some consumers in the door; In addition, the domestic consumer upgrade is in the ascendant, consumers in science and technology, health, quality and other aspects of consumer ideas is slowly improving, There are still gaps with the developed regions.
Jingdong through the consumer attention when buying toilet seat, consulting customer service analysis, as well as consumer research shows that most consumers do not understand the smart toilet lid, and even the product features do not believe the situation.
Service, product innovation and upgrading, started the smart toilet revolution
Wu Xiaobo said at the scene, toilet toilets in the field of intelligence is the trend of the times, this time jointly launched the second East Jingdong smart toilet lid section, is to allow more consumers smart toilet lid have a deeper understanding and enjoy better Bathroom experience, but also allow more brands continue to pay attention to this trend, so as to provide more good products and services, and further work together to improve smart toilet cover penetration.
In order to allow more consumers to better enjoy the smart toilet lid, Jingdong also joint efforts to do the brand is also .. Previously, Jingdong and China Electric Apparatus Research Institute jointly launched the first smart toilet cover corporate standards for smart toilet lid In recent days, Jingdong again to update this standard.At the same time, Jingdong also jointly launched major brands of smart toilet 'five-year warranty', '180 days only for no reason', '30 days worry-free Return, '' one hundred free delivery service 'four protection plan, substantially reducing the consumption threshold, but also to solve the worries of consumers.According to the plan, Jingdong also will soon launch intelligent toilet seat delivery service integration.
On the day of the event, Jingdong and Wu Xiaobo also released 'Popular Toilet Cover', 'Ingenuity Design Toilet Seat' ',' Worry-free toilet seat after sale ',' ultra-cost-effective toilet lid 'list to provide consumers with the reference At the same time, Jingdong also joined the list of the top five brands will be 140 sets donated to China Population Welfare Foundation Of nursing homes for more elderly people to send health.