Since 0:00 on June 1st, JD.com’s home appliances sold more than RMB 1 billion in 6 minutes, which has surprised many people. This kind of success is still improving with the 'break record' momentum. 6 On the 11th of the month, the sales of JD.com's home appliances all day were more than three times that of last year's home appliances. The sales of first-line brands in many home appliances industries such as Midea, Gree, Haier and Oaks exceeded 200 million. Some people could ask, Jingdong 618. Why is the home appliance category so hot?
Consumer Upgrade Helps Jingdong Household Appliances Continue to Create Excellent Results
Data from Jingdong 618 global mid-year shopping season shows that consumers’ pursuit of high-quality products has become the main driving force. Among them, large-screen TVs have become the consumer’s preferred home appliance products, and sales of large-screen TVs with 60-inch or larger ratio accounted for The 20% increase to more than 30%, 75-inch product sales is 2 times last year's product category, 65 inches is even more than 3 times. From this it is not difficult to find, with the increase of high-definition film and television content, and the advent of the World Cup in Russia, Let high-end large-screen TVs become the best terminal for watching big games and ball games.
This point is not only reflected in high-end TVs, but also very obvious in white goods. According to Jingdong 618 data, on June 11 cross-door refrigerator sales last 20 minutes last year category all day; 600 liters large refrigerator sales 10 minutes last year last year all day; dishwasher sales 5 times last year's category.
In order to enjoy a high quality of life, consumers are not stingy in spending. On the day of sales of high-end smoke stove set of more than 7,000 yuan is 2 times the sum of sales in May, the proportion of orders for more than three kitchen appliances in the same order to reach the overall 35%. Female users once again became the voice of home appliance consumers. The daily sales of cosmetic devices reached more than 1.5 times the current day of November 11.11. The laser hair removal apparatus sold on the 11th and exceeded the monthly total of May.
Appliance brand and Jingdong fancy marketing attract attention
For JD, many companies are obviously very confident and have started strategic cooperation. In 2018, Hisense and Oaks both reached a strategic cooperation plan with JD.com's annual sales of more than 10 billion yuan. Haier and Gree challenged 20 billion marketing targets. Reach an amazing 30 billion!
In order to realize the astonishing digital goals, the company and JD.com launched a close propaganda offensive. First, the corporate tycoons have helped Jingdong 618. On May 9th, Gree Wu, Vice President of Gree Electric Appliances led a team to visit Jingdong Headquarters. On May 24th, the president of Hisense Group Liu Hongxin took the lead. The team visited Jingdong headquarters. On the first day of June 1st, Li Huagang, vice president of Haier Group, visited the Beijing East headquarters to promote the three major brands of Haier. On June 7, Wang Cheng, vice president of TCL Group, visited Jingdong...
In addition, the company and JD.com jointly create explosive products. For example, Cologne's 'Allure Joy DN33' Jingdong custom models, Bruyar launched Jingdong JOY Red Global Limited Products in June, and Yameng launched a classic explosion. Product 10T+9P beauty custom Jingdong exclusive gift boxes and so on.
In addition, the fancy marketing between the company and JD.com rallied for Gyeongdong 618. Miyoshi's physical stores of "TCL & JD.com Home Appliance Experience Store" were featured on the major video sites with the "Cooling Story" animated cartoon featuring the U.S. bear and JD.com JOY. In May, it was officially opened. This is also the first 'brand experience store' jointly developed by JD.com's home appliance co-branded manufacturers. On June 9, Panasonic JD.com launched a flash store event at the Beijing Huishang Center.
With the Jingdong 618 Global Mid-year Shopping Festival culminating, the sales performance of JD.com's home appliance products will continue to be broken. Consumers are also beneficiaries at the grand event where the company and Jingdong Appliances win together.