Jingdong 618 appliance sales rankings in the era | Philips is the beneficiary of consumer upgrades?

On June 8th, the 618 Global Mid-Autumn Shopping Festival has gradually improved. The overwhelming sales promotion has also led to fierce competition in Jingdong's 618 home appliance sales rankings. For example, yesterday's TCL succeeded in overtaking Philips into the list TOP5, and after one day In the battle, Philips failed to make a successful back-to-back attack and could only temporarily rank sixth.

At the same time, we should also see that the Jingdong 618 appliance sales ranking reflects many new market changes that have changed from the past. At least in my opinion, it has been seen from the previous brand on the list that the era of consumer escalation that has been calling for a long time has already Quietly become a reality that we are not even aware of.

That's right, this brand is Philips mentioned above.

Philips Jingdong official flagship store sales TOP list, the fine category can simply be seen as a small household appliances brand textbooks

This is a Dutch brand that Chinese consumers are very familiar with. As early as the beginning of its development in the 1920s, products have entered the Chinese market. In 1985, Philips established its first joint venture in China. After more than 30 years of development, China has become the world's second largest market for Philips. In recent years, Philips has focused its efforts on household appliances that can improve people's lives. Whether it is electric shavers, toothbrushes, or beauty instruments, vacuum cleaners, they all Sophisticated quality has become the leader in their category.

Philips ranked first in three categories including air purifiers, beauty appliances, and electrical appliances.

Do not believe you can open the JD.com page and take a look. In the Philips TOP sales list, air purifiers, vacuum cleaners, rice cookers, electric razors, beauty instruments, electric toothbrushes, and even epilators, ironing machines, patterns The complexities and fine categories can literally be regarded as textbooks for small household appliance brands. With its superior performance, Philips also won the first place in air purifiers, beauty appliances, and electrical appliance categories. Among them, two electrical appliances are Far ahead of other competitors, strength is evident.

Think carefully, the above mentioned product categories are mostly improved home appliances. What is an improved home appliance? In my understanding, it is non-refrigerator, washing machine, and air-conditioner, but it has a significant effect on quality of life. Products. For example, a beauty instrument that is popular with female consumers is a typical type of improved home appliance.

Jingdong's hot-selling Philips S7310/12 electric shaver is a typical improved home appliance

If you read the product description of Philips on JD.com page, you will find that the products they are selling are not only in the category of improved home appliances, but also in terms of functionality far beyond the basic requirements of the category, in Philips In JD.com's hot S7310/12 electric shaver, for example, it not only has a V-blade, five-way dynamics and more to match the facial shaving function, but also has a smart display and waterproof design, regardless of performance or function, Both are beyond simple shaving needs.

This is what I call the era of consumer upgrades.

In addition to Philips, more and more brands that can provide more comfortable, more professional and improved home appliances have also become beneficiaries of the consumer upgrade era. Household appliances in JDET have achieved great sales. For example, Fei Geer who grabbed the runner-up of beauty appliances category And Yameng, another example is Dyson, who has always stood out in the field of dust-removing electrical appliances... These brands were once unknown to the public. Nowadays, their products become Jingdong explosives that attract numerous consumers.

The arrival of the era of consumption upgrade really made this 618 look exceptional.