In June of each year, it is the Jingdong store celebration month. In the store celebration month, Jingdong will launch a series of large-scale promotional activities, with 'Flame June' as the publicity point, of which June 18 is the biggest day of Jingdong promotion. Jingdong once 618 elaborate To create an exclusive festival like the 'Double 11'. With the development of the e-commerce market, Tesco, Suning Tesco and other e-commerce platforms have also joined the 618 promotion activities, and the '618 Zhongda Promotion' has gradually become All the e-commerce platforms and consumers' mid-year event.
This year's 618-year event began to warm up at the end of May, until the end of June 618, after the return of the 618 carnival, the activity cycle lasted nearly one month. Compared with the previous 618 activities in the previous year, the start time is earlier. , the cycle is longer, the intuitive feeling brought to users and businesses is more obvious.
According to the international analysis company Counterpoint's e-commerce channel monitoring data, mobile phone products are the most concerned by consumers in the 618-year event, and contributed the most sales in this 618-year event. In June 2018 Half of the mobile phones are sold through e-commerce platforms. In other months, the overall proportion of mobile phone sales in e-commerce platforms has remained at around 30%.
From the perspective of e-commerce platform, the biggest profiters in the mobile phone sales market of this event are Jingdong and Tmall. Jingdong is the founder of the 618-year event, so it is more concerned by consumers. And Tmall because of this time. The activities invested in the activities are rich, the publicity is great, and it also seizes a certain share of the sales volume of various brands of e-commerce channels. Tmall and Jingdong account for 80% of the total sales of mobile phone platforms, of which Jingdong accounts for 58.6%. Tmall accounted for 22.1%.
This 618-year event happened to coincide with the four-year World Cup competition. The holding of this World Cup did not have a bad influence on the event. On the contrary, beer and crayfish and other foods are on the major e-commerce platforms. The sales volume has shown a large growth due to the World Cup, but it does not affect the sales of mobile phones on major e-commerce platforms.
In the event, some platforms also launched online and offline activities, including Jingdong Home and Suning Tesco. The two platforms sell offline goods at the same price as online products, and provide rebates.
From the perspective of major mobile phone manufacturers, Xiaomi, Glory, Apple's three major manufacturers' sales share has occupied the top three mobile phone sales of the entire e-commerce platform, and in the 618 activities, it is more obvious. This 618 years The three major players in China account for more than 70% of the market share of the mobile phone market. The gap between Xiaomi and Glory’s mobile phone brand market share is only 1%, and in the last few hours of the 618 event, two brands It was staged a sales champion battle.
In the 618-year event, the top 10 mobile phone models of mobile phone products in the e-commerce channel sales are Red Rice 5 plus, Glory Play 7, Glory 9 Lite, Red Rice 5A, iPhone 8, Red Rice 6A, Glory Play 7C, glory play 7X, glory play 7A, millet 8, the sales of these ten models are close to half of the entire e-commerce platform mobile phone market.
Among them, Vivo entered the sixth place with Z1's proprietary e-commerce model. Previously, Lenovo and Nokia mobile phones, which had given consumers a big expectation in the domestic mobile phone market, also relied on their new products to enter the rankings. 10. Lenovo is re-launching after the company's strategic adjustment, and Nokia wants to bring the outstanding performance of overseas markets to China.
With the low-end red rice series, Xiaomi has 4 places in Top10. Xiaomi 8 is a new product. It is preferentially supplied to the e-commerce channel. It also goes smoothly to Top 10. Glory is even better. It has five seats in Top 10.
In addition, Apple's own e-commerce channel has become the main channel for brand sales during the period of 618 or during the normal sales period. This time, with the discount and cost-effectiveness of the iPhone 8 in the 618 e-commerce channel, it entered the top eight.
China's mobile phone market is the world's largest mobile phone consumer market, and mobile phones sold through e-commerce channels account for a large part of the total mobile phone sales. In this 618-year event, major e-commerce companies not only compete on price, Pay more attention to and emphasize the platform resources and platform strength. Under the maturity of the e-commerce channel business model, how will the major e-commerce platforms develop in the future, and how will China's mobile phone consumer market change, let us wait and see.