After the end of this session of 618, Jingdong announced a total of 159.2 billion yuan in orders, but at the same time it reported the application of automation equipment, cross-border e-commerce dynamics, etc.. Lynx did not mention 'total transaction amount', but broadcasted central air-conditioning. , Cross-to-door refrigerators and other explosive models increase. Appliance manufacturers 'sun' out of the data war reports, but also blowing smart health wind.
618 cats inventory screenshots
The center of gravity of 618 is changing.
Once the smell of gunpowder was full, the tit-for-tat digital inventory began to be replaced by consumer trend analysis, user portraits, and black technology show muscles. Compared to pure digital competition, manufacturers and e-commerce are now even more concerned about the dividends brought by consumption upgrades.
The rise of quality consumption: lazy cancer, intelligence, health into a new outlet
On the Jingdong platform, air conditioners became the most popular category, with sales exceeding RMB 500 million in three minutes. The three brands of Oaks and Midea, Gree staged 'Three Kingdoms Kill'.
Beautiful refrigerator 618 war screenshot
The sales data of refrigerators and washing machines highlights the trend of consumption upgrades. In the US refrigerators, during the period from June 1st to June 18th, the total sales of the platform reached 640 million yuan, a year-on-year increase of over 50%. At the same time, the refrigerator product structure of Midea was further optimized. The average price increased by 35%, smart refrigerator sales accounted for 80%, air-cooled & multi-door & cross refrigerators accounted for 67%.
Washing and drying machine popularity is quite high, an 11 kg washing and drying machine became the best selling Konka washing machine TOP2. Jingdong platform on a small Swan explosions - 10KG washing and drying machine 5 minutes sales last year was 618 the same day 5 Times.
In addition to the traditional large appliances, more and more emerging vertical category products have achieved high growth due to new demands such as users' lazy high efficiency, geek experience, and LOHAS Green.
On the JD.com platform, Garment Steamers and clothes dryers sold over 10,000 units in 10 minutes to create new sales records. Dyson Vacuum Cleaner's sales for half an hour increased by 350% year-on-year. All imported high-end dishwashers sold over one million hours in one hour. Record.
Pure e-commerce has become a past tense
According to industry analysts, with the continuous reduction of mobile Internet traffic dividends, consumption has been continuously upgraded, pure e-commerce has gradually been eliminated, and online and offline integration, scenes have created a new trend for e-commerce.
According to public figures, on the 618 day, about 70 million people participated in the offline store of the Tmall 618 event, including more than 70 shopping malls across the country, 100,000 Tmall smart stores, and Yintai, Hema, and RT-Mart's national stores.
Konka 618 Battle Report screenshot
Jingdong teamed up with more than 500,000 stores to set off the “Unrestricted Carnival” that integrates online and offline. Among them, on the JD.com home platform, on the 618th day, Wal-Mart’s sales amounted to 4 times the same period last year; Yonghui’s sales reached 5 times of the same period of last year. .
During the 618 period, Suning’s 500,000 Internet stores became traffic battlefields. Since the 608-wide explosion, Suning’s total sales of smart retail sales have increased by 30% year-on-year, and total orders have increased by 24% year-on-year.
Black Technology 'God Assists' Smart Logistics 'New Species'
Blacktech is a reserved program for the giants of the telephony giants in recent years. In addition to the launch of a no-heavy truck, Jingdong’s investment in Google’s $550 million investment can be said to be eye-catching enough.
Rookie Inn Intelligent Express Box equipped with face recognition technology
The rookie network also accelerated the launch of 'new species' in the field of logistics. As early as May, the rookie station released the smart courier box - rookie box, large-capacity, automated rookie express tower - 'Express Optimus Prime' was also unveiled during the 618 period. .
Suning 'Wolong 1'
Suning unmanned vehicle 'Wolong No.1' completed its induction test. From June 18th onwards, 'Wolong No.1' will take an immediate 1-hour live circle within 3 km of the surrounding community of Suning Xiaodian. Distribution service. Earlier, Suning Logistics completed the first domestic L4 level warehouse warehouse driverless heavy truck test in Shanghai.
The competition dimension of the 618 is becoming more diverse and richer. For home appliance companies, e-commerce has become a mainstream channel that cannot be ignored. The e-commerce festival is a feast of traffic. Household appliance companies can only seize new consumption outlets and double their product competition. 3. In order to truly build a moat, we must cut more cakes on the electricity supplier.
