The large-screen TV has increased tenfold. JD.com's home appliance stores accounted for nearly 45% of JD's major home appliance sales in June....Consumer upgrades continued. The e-commerce giants have found new growth points, becoming the largest household electrical appliance industry in the '6.18' sales season this year. Highlights. There are tens of thousands of JD.com home appliance stores, and Suning's e-commerce township direct sales stores have also exceeded 2,000. The unbounded retail integration of online and offline has shown initial results.
However, the head of e-commerce at the power plant also whispered to the First Financial Reporter that according to its observations, the traffic volume of the e-commerce platform on the day of '6.18' has declined compared to last year. Of course, traffic and sales are two different things. Flows have declined. The reasons are: First, after the '618' matures, the marginal effect diminishes. Second, just three days off during the Dragon Boat Festival. Many ordinary people like to travel and their attention to shopping is reduced.
However, Peng Xiandong, director of the Internet Research Group of Zhong Yi Kang, believes that as Jingdong '618' promotes from June 1 to June 20, some people purchase in advance. Therefore, it is not possible to look at the traffic of 618 days alone. Contrast, observation needs to look at 20 Tian. At present, the pressure on the online and offline channels still exists. The cost of the sales model of the traditional branches and offices of the power plants is too high and they still need to be changed.
According to data from the e-commerce platform, JD.com took advantage of the 2018 World Cup in Russia. Between June 1 and June 18, sales of 60-inch and above 4K Ultra HD TVs reached 300% year-on-year, and over 75-inch screens and OLEDs The sales of high-end products have exceeded 10 times year-on-year, and have gradually entered the popular period. In addition, ice washing, kitchen appliances, etc. all have different growth.
According to Gome Retail's statistics, as of 12:00 noon on June 18th, Gome's total orders from various channels increased by 483% year-on-year, 12-hour sales exceeded the total amount of 618 days last year, and the overall GMV increased on a 618-day basis. 410%.
It is worth noting that this year's '6.18' e-commerce platform has consolidated its online advantage while accelerating its penetration into the offline market. Online and offline integration has further deepened.
More than 10,000 Jingdong home appliance stores nationwide have become the main force for the online integration of '6.18' JD.com's online and offline products this year. The data shows that since June, local JD.com home appliance stores have continued their efforts to achieve sales. Over 6 times of the same period. The large appliances sold through Jingdong Home Appliance Store accounted for nearly 45% of Jingdong's major electric appliance sales in June. Jingdong Household Appliances expects to open 1,000 stores in 2018.
Not only Jingdong, Suning's '6.18' reported results, but also reflects the trend of consumer upgrading and online and offline convergence. Take advantage of the two-line Suning Tesco, this year's '6.18' sales increased by 121% year-on-year, Haier, Apple, The United States took the top three in brand sales. Dishwasher, sweeping robots and other Chengdu women's new favorites, broken machines, smart TVs, etc. ushered in new highs for sales. During the '6.18' period, Suning's retail cloud stores and outlets The total number reached 2,994. In the context of consumer upgrades, the economic heat of townships and towns has continued unabated, young people in town have purchased TVs, household appliances such as refrigerators have become more and more intelligent, and sales of water purification equipment have also increased substantially.
Tmall also finds new growth points under the line. According to data released by Tmall, as of 3pm on June 18th, under the lead of Tmall's new retail, it is expected that about 70 million people will participate in Tmall under the same day' 6.18. '' Promotions.
However, the Deputy General Secretary of the China Household Electrical Appliances Business Association, Wu Xianjian, told the First Financial reporter that this year '6.18' in his circle of friends, the regional chain's managers are concerned that the atmosphere of the Dragon Boat Festival is much stronger than that of the concerned 618. This year' 6.18' coincides with the 'three consecutive days', but compared to previous years, the offline stores followed the trend of '6.18', the atmosphere of the reclamation was lower, and the whole network price was lower than the online shopping price. On the basis of the existing own promotion rhythm, this shows that the offline store is more mature.
Peng Xiandong, director of the Internet Research Group of China Yikang, said in an interview with a reporter from the First Finance Bureau that from the 618 this year, the trend of high-end home appliances is unchanged, and sales on the 75-inch TV line are even higher than offline; at the same time, Jingdong, Ali, Suning, accelerating its penetration into the township market, opened a lot of offline shops in the county and townships before 618. This year, the sales volume of TVs has increased by 50%-60% year-on-year. Therefore, the pressure on the online and offline is still very high. For example, if there are four or five thousand people under the company's line completing sixty percent of the sales, three or five hundred people on the line will complete four-tenths of sales. In the future, labor costs will be squeezed and interest chain adjustments will need to keep up with new changes in the sales model.