On June 18th, the record of JD.com Global Midyear Shopping Festival was refreshed again. From 0:00 on June 1 to 24:00 on June 18, the cumulative amount of orders placed reached RMB 159.2 billion, an increase of over 37% year-on-year.
As the traditional advantage project of JD.com, the home appliance business under the background of online and offline unbounded integration, the sales volume of over 10,000 Jingdongjia stores across the country has reached 6 times of the same period in 2017, of which the large home appliance sales have nearly 45%. Meanwhile, With the support of Jingdong Big Data, the 618 also reflects the current trend of domestic consumer electronics consumption.
'This year's 618 fully proves that with the arrival of the era of unbounded retail, the online and offline barriers to the home appliance industry have been broken. 'Jin Dong's home appliance division president Liu Jun said on the Jingdong Media Open Day held on the 618th day.
TV: 60 inch 4 is the standard high-end big screen into the trend
In recent years, with the constant decrease of the panel cost, the price of the TV set has also been continuously explored. On the basis of the popularity of LCD TVs, 4K, large screen, OLED and so on gradually began to become mainstream.
According to Jingdong Big Data statistics, sales of 60-inch 4K ultra high-definition TVs have increased by 300% year-on-year. Sales of over 75-inch large-screen TVs and OLED high-end products have both increased by more than 10 times year-on-year.
In terms of brand performance, the sales of mid-to-high-end Sony TVs tripled over the same period of last year. Sharp emerged on the 18th. Large-size TVs became the top spot for JD.com's sales, which increased by 2.4 times year-on-year. The '60-inch 4K explosive has created a new record for the 618 TV single model.
Kitchen & Kitchen Small Appliances: Women's Consumption Takes the Lead
In the kitchen and household appliances, 618 coincides with the home appliance purchase period after the end of spring decoration season. During the 618 period, nearly half of the consumers had smokers, stoves and dishwashers at the same time.
From June 1st to June 18th, the sales of smoke stoves with more than RMB 5000 reached 4 times of that in 2017. Dishwasher sales were also 4 times higher than the same period in 2017, and electric water heaters with over RMB 3,000 were up 500% year-on-year, 16 liters. The proportion of the above large-volume gas water heaters rose from 20% in the Red June to 40% this year.
In small household appliances and personal care appliances, from 1st to 18th of June, the sales of high-end broken-wall machines over 1000 yuan accounted for more than 50%. The sales volume of beauty equipment favored by female consumers reached over 400% year-on-year, Sales of the instrument reached more than five times the same period of last year. The highly sought-after Dyson hair dryer accounted for more than 50% of the entire category. The overall sales of electric toothbrush reached 3 times of the same period last year, of which the Philips brand led the category growth. More than a thousand dollars in high-end electric toothbrush accounted for 70% of the single brand.
In addition, light-duty-type dedusting appliances were also the 'hot sellers' during the 618 period. From June 1st to 18th, the sales of high-end vacuum cleaners over 2,000 yuan were more than three times that of the same period of last year. The sales of the popular brand Dyson, Leica vacuum cleaners Both were more than three times last year, and the sales of upstart brand stones accounted for more than 35% of the sweeping robot category.
Empty ice wash: high-end trend is obvious Oaks into General Victory
The trend of increase in customer unit price and sales of high-end products such as ice-washing appliances is very clear. From June 1st to 18th, sales of refrigerators with cross-to-door refrigerators increased by more than 300% year-on-year. Mid-to-high-end refrigerator sales of US$4,000 or more were last year. Over the same period of 9 times. The situation of washing machines is basically similar, 9KG high capacity washing drying machine sales over 300%.
It is worth noting that the breakdown of category washing machines such as maternity and baby was 6 times that of the same period of last year. The washing machine category's leading brand Haier's direct drive washing machine sales also reached 6 times of last year's sales in June. In the air-conditioning products, Oaks' performance was particularly noticeable. While sales hit a record high, it continued to rank 18 days in air-conditioner sales charts.
Service: Continued heating and cleaning service for home appliance recycling
As the price competition in the home appliance market gradually subsides, the service has become the focus of e-commerce to win the core competitiveness of consumers and compete with each other. With the deepening of consumer upgrading and the enhancement of consumer health awareness, the demand for replacement is increasing. The demand for recycling services and home appliance cleaning services increased sharply. From June 1st to 18th, the number of users of home appliance recycling services was 230%, and the number of users of home appliance cleaning services reached 13.2 times that of the same period of last year.
In home appliance service providers, after years of hard work, Jingdong Home Appliances' customer-first service strategy has formed a system, and it is precisely because of the 'determinism of service' to improve the industry-wide service standards and create a 'good service' in the minds of consumers. Jingdong's inherent impression.
In addition to deeply rooted '30-day price protection, 30-day quality issues can be returned, 180-day quality issue can be replaced' policy, fast delivery home, installation fee capping or 0 yuan installation of such quality services, JD.com also In the continuous upgrading of quality services, the newly upgraded '36 promises' in 2018 gave consumers more intimate services, 'King Umbrella Plan' continued to promote the improvement of industry service levels, and the one-on-one specialized customer service platform opened in 2017 'Jingdong Home Appliances Small Secretary' is a collection of home appliance recycling, cleaning, maintenance, installation and other service content. It can solve customer's problems on logistics information, order sales, and price guarantee applications, optimizing the experience of buying home appliances. Consumers feel real and intimate service. JD.com has been trusted by consumers because of the certainty of service.
It can be seen that relying on the Group's unrestricted retailing and smart logistics strategy deployment, home appliance retailing business is still in the top spot in the industry. With the support of big data, the sales data of Jingdong Home Appliances gradually moves from the background to the front desk and becomes consumer spending. A major trend of home appliances.
