In the first half of 2018, the retail of home appliance network in rural areas was the focus and highlight of the home grid purchase market. In the first half of the year, the retail sales of rural networks nationwide reached 632.28 billion yuan, a year-on-year increase of 34.4%, accounting for 15.5% of the national online retail sales. It is 4.3 percentage points higher than the national level.
Driven by the national rural e-commerce policy, after the layout of major businesses in the past three or four years, the rural home grid purchase market began to grow and develop. In the first half of 2018, with the promotion of the Spring Festival and the '6.18' two promotional nodes, the rural home network purchase The market formed two sales peaks, showing the potential of online shopping in rural areas.
Up to now, the product structure of the rural home grid purchase market is quite different from that of the first-tier cities. The rural home grid purchases are still dominated by household appliances. During the period of '6.18', Jingdong home appliance stores accounted for 45% of the total electricity sales. In 2018 In the first half of the year, the sales of electricity in the rural market accounted for more than 42% of the total retail sales of online home appliances. Haier, Aux, Little Swan and other brands benefited from the growth of the rural market, and sales growth was obvious.
At the same time, the rural market began to increase in volume, and the e-commerce giants intensively set up outlets in rural areas. As of the end of June 2018, the number of Jingdong home appliance stores covering the township market was more than 10,000, and the number of stores opened by Jingdong was 1700. In the first half of 2018, nearly 3,000 Jingdong home appliance stores were added, and the retail sales of Jingdong home appliance stores increased by 333% year-on-year. As of June, Alibaba rural Taobao has covered more than 700 provinces in 29 provincial administrative regions. County, established nearly 30,000 villages, has 60,000 villages and Amoy helpers. At the end of June, rural Taobao announced another strategic upgrade, and announced the new three-year plan for rural Taobao. Suning Tesco County Store Including Suning Tesco directly operated stores and retail cloud stores, as of the end of June this year, Suning Tesco has opened 2,392 directly operated stores, and plans to open 500 new stores in 2018; 765 Suning retail cloud stores have been opened, and it is expected to reach 3000 in 2018. Home. In the first half of this year, 788 township stores in Xinkai County, Suning, promoted the performance of Suning in the first half of this year.
The development of the rural home grid purchase market is still in a rapid start-up stage. The sinking of the e-commerce channel has become increasingly obvious for the sales of home appliances. However, there are still some irregular operations in the sinking process, which need to promote the channel sinking.