Brave the appliance circle | Who is the Internet brand of Jingdong 618 appliance sales rankings?

When the time came to the 5th day, we were surprised to find that in the Jingdong 618 appliance sales rankings, there was actually a 'unexpected guest' ranking TOP 10. The so-called uninvited guest, of course, refers to the fact that it is not a traditional home appliance brand. Household appliances are also televisions, sweeping robots, air purifiers, water purifiers and other categories, and there are no home appliances such as refrigerators and washing machines in the traditional sense.

The millet's limited home appliance product category can rush to the 8th position of Jingdong 618 home appliance sales list.

That's right, I'm talking about Xiaomi.

The Lei Jun used to say that it was an internet company created and inspired by Jobs. Although it was born eight years ago, it has grown into an emerging force that cannot be ignored. Even in the home appliance industry, Xiaomi has shown quite vigorous development. Momentum. Perhaps Internet companies and e-commerce platforms already have similar genes, and from entering this field, Xiaomi realizes that Jingdong can bring tremendous value to them. In 2011, Lei Jun proposed that it would not be online. The concept of the future is to adopt a combination of online and offline marketing model, and has always maintained close cooperation with Jingdong.

As early as 2016, JD.com has become the largest sales channel for Xiaomi outside Xiaomi. The sales accounted for 18%. In 2017, this figure increased significantly and Xiaomi also received a handsome return. It is said that Xiaomi’s products are The Jingdong platform saw a rapid growth of more than 100% year-on-year. Last year, 618 and 11.11, Xiaomi achieved a good record in the Jingdong 618 appliance sales rankings, and even grabbed the crown of the TV category.

Millet TV and water purifiers topped the list

Millet also ranked in the top three in the category of dust collectors and air purifiers

This year, Xiaomi was even more full-fledged and achieved remarkable results. He not only defeated a number of traditional home appliance brands and occupied the top spot in the TV category, but also ranked first on the water purifier list. In addition, it is also ranked in the air. The third of the purifiers and the third of the dust collectors. In terms of millet's limited home appliances category, this achievement is indeed worthy of a special book.

Whether air purifiers or water purifiers, rice cookers or robots, Xiaomi’s products have a unified design style and high price/performance ratio. They have been sought after by young people.

Xiaomi can achieve such a result. In addition to the force of JD.com platform, the reason for this is, of course, the high price/performance ratio. The configuration is high, the materials are good, and the price is economical. A well-functioning Xiaomi product has been used throughout Xiaomi’s products and publishing. The apple-like high-tech shadow that can be seen everywhere is very consistent with the modern young people's shopping philosophy.

On the other hand, according to the news of the China Securities Regulatory Commission and the Investment Bank of May 31, Xiaomi will issue a CDR on the Shanghai Stock Exchange (ie, A-share main board) on July 16. That is, Xiaomi will pass the Mainland CDR and In the form of Hong Kong IPO', simultaneous listing in the Mainland and Hong Kong is achieved.

Before the IPO, Xiaomi's various businesses will undoubtedly have a beautiful sales data to support. Therefore, before July, the largest sales hot spot in China, 618 Global Midyear Shopping Festival, apparently had the effect of 'invigorating the mind'. Xiaomi naturally made full efforts. As a result, Jingdong strives forward with the largest resources and strongest product lineup. From this point of view, it's reasonable for Xiaomi to achieve today's results. The rise of Xiaomi has undoubtedly brought traditional household appliance brands. The pressure. How to adjust the product structure, break through the self, continue to glory in the new market situation, has also become a traditional home appliance brand must ponder.

For Xiaomi, the listing is far from the end. As Lei Jun said, Xiaomi is an innovation-driven company. And JD.com is also a company based on technological innovation. The two companies join together, I am afraid that they must sell their home appliances in 618. There is a big deal in the rankings.