Research tune: The first week of land electricity supplier 618 battle report, smart bracelet / NB performance dazzling

In the 2018 E-Commerce 6.18 sales season, more than half of the mainland, June 1st, major e-commerce platforms have launched 6.18 e-commerce promotion wars, hot competition scenes occur frequently, whether it is the competition between platforms, or the competition of brand manufacturers has become Focus of the topic. From the daily rankings of platforms such as JD.com, it can be seen that some traditional end-products have changed their rankings in the past ten days. The capital of the daily list has changed in the past few days. There are no shortage of dark horses. Sales champions for the day. IDC believes that brand manufacturers have gradually become accustomed to e-commerce sales model, which will rank 6.18 and 'double eleven' as the most important sales season of the year.

2018 6.18 E-Commerce Promotion Half-way (June 1 - June 7th, 2018) The growth of each terminal product far exceeds the industry's prediction. End-products (PC, tablet, monitor, projector) , Smart bracelets, smart watches, laser printers, inkjet printers) sales of 1.49 million units or so, an annual increase of 43.7%. Smart bracelet, laptop leads this year's e-commerce computer digital products growth. From the platform From the perspective of competition, it continues to lead the Jingdong platform, and Lynx continues to catch up with Suning.

IDC believes that in the Mainland where the consumer PC market continues to decline, the e-commerce platform is able to maintain rapid growth. On the one hand, this year's 6.18 promotion has already started to promote aggressively in the first week. Compared with the same period last year, the rhythm has significantly advanced; On the one hand, e-commerce is also leading the trend of consumers, whether it is gaming or ultra-thin and light has become an important selling point for e-commerce.

According to IDC data, from June 1 to June 7, total sales of e-commerce full-line laptops reached 296,000 units and desktop computers reached 83,000 units. Among them, the JD.com overall market (self-operated + POP platform) pen Electricity sales reached 245,000 units, an increase of 73% year-on-year, with game PCs growing at a significant rate of 77%; desktop computers sold at 78,000 units; laptops and desktops at 82.8% and 93.5%. Pipeline sales ranked first.

In addition, sales of smart bracelets and smart watches reached 379,000 and 159,000, respectively. In particular, the annual growth rate of smart bracelets was 77%, which represented the fastest growth among all product lines. This phenomenon shows that consumer upgrades are driving customers The demand for multi-terminal products, whether in food, clothing, entertainment or health, smart devices will usher in strong growth.

However, there is also a lot of worries in the market. Due to the recent weakness in the overall terminal market sales capacity, coupled with the fact that many e-commerce retail outlets account for nearly 50% of the total retail sales this year. Therefore, the e-commerce market is also facing sales bottlenecks. In the second half of the 6.18 sales season, IDC believes that 6.18 sales this year may have a high-to-low situation. Faced with greater pressure and challenges, various brand manufacturers will also exert their maximum skills in the second half to ensure their own market status.