Analyze The Three Characteristics Of Jingdong'S "6. 18" Consumption Data.

According to the world clothing shoes and hats net, through a lively "6. 18" year to promote,

To show the "energy of Jingdong" to all sectors of the society, it also implies Jingdong's outlook for the future.

In June 19th, Jingdong released data showing that during the "6 / 18" period, Jingdong mall accumulated a total of 119 billion 900 million yuan and sold more than 700 million items.

At the same time, Jingdong said that the rapid growth of female users, quality upgrading driven by consumption.

The polarization of brand consumption has become the three major characteristics of this year's "6. 18" consumption data.

And by grasping the consumption data, it also outlines the direction that Jingdong will have in the future.

Female user driven

If we say that "6. 18" in the past years is just that Jingdong is thriving, this year it is obviously different.

Including the Tmall, suning.com, Gome Plus, Amazon China, and other mainstream business platform's participation in the whole line, so that this feast became a truly universal carnival.

But as Jingdong group CEO Liu Qiangdong said in an interview with reporters, "6.18, after all, we are home."

To this end, the Jingdong embodies many places that are different from the past.

According to Jingdong's big data, in from June 1st to 18th, the number of female users who spent the first time in Jingdong reached nearly 2 times that of the same period last year. The proportion of female users in beauty care, food and beverage, fresh food, mother and baby, and life travel is far more than that of men.

Among them, female users account for over 60% of fresh users.

In the category of women's wear sales, VeroModa, as the champion of brand sales, reached 618 full day sales last 30 minutes, and its total sales volume was 8 times the same period last year.

Full day sales are 3.5 times the same period last year.

At the same time, household appliances also become more fashionable because of the large number of female users.

Household appliances such as hair dryer, hairdressing apparatus, hair straightener, cleanser, thin body massage apparatus and other household appliances are selling well, and the average sales growth over the same period is over 5 times over the 618 period.

On the home textile products with women as the main consumers, the comfort and texture of the products are more and more concerned and willing to pay premium for quality. During the 618 period of this year, the overall price of the home textile category increased by 25% over the same period last year.

With the improvement of the proportion of female users in Jingdong and the sales explosion brought by female users, Jingdong has more imagination in the future development.

Li Chengdong, an e-commerce strategist, said that this year's "6. 18", Jingdong's consumer goods and the overall rise of fresh products, including the obvious pulling effect of female users, will also make the old rival Tmall really feel threatened.

In fact, from Jingdong's previous efforts to fashion categories, self promotion of luxury goods and earlier measures to split the clothing and home business department, the purpose is to attract the attention of many female users.

Locking the dominant position of 3C appliance

In fact, in this year's "6. 18" big promotion, the competition between the electricity supplier industry is particularly fierce.

Around Tmall and Jingdong two big business platform wrestling, not only reflected in their respective to provide consumers with profit promotion efforts, there is a series of commercial competition behind.

3C and home appliances, as the dominant category of Jingdong, will further consolidate their market dominance during the "6. 18" promotion period this year.

According to the "6. 18" big promotion data show that during the big promotion period, Jingdong mobile phone category overall customer price increased significantly.

Among them, sales of mobile phones with a unit price of 1000 to 2500 yuan increased by 31% compared with the same period last year; the sales volume of mobile phones from 2500 to 4000 yuan increased by 280% over the same period last year.

In the category of notebook, the sales volume of Jingdong's light weight is up to 97% year-on-year, and sales of high-end displays represented by high score, curved surface and electronic competition are doubled.

In addition, no screen TV has gradually become the new favorite of the market. During the 618 period, the sales volume of Full HD projection increased by 91% over the same period.

In the category of household appliances, TV sales increased by 150% over the same period, of which the sales of curved surface televisions increased by 610% compared with the same period last year. Sales of refrigerators and washing machines increased by nearly 140% compared with the same period last year, and high-end sales became an obvious trend. The sales of large capacity air-cooled refrigerators increased by 420% over the same period last year, and the sales volume of washing and washing machines increased by nearly 400% over the same period last year.

Jingdong said that through this year's "6. 18", we can see that big data, marketing and other resources can help many big brands to innovate in technology research and development, product design, marketing and so on.

At the same time, the trend of consumers' orders concentrating on the head is becoming more and more obvious.

In addition, there are a large number of brands and products that meet the needs of vertical subdivision in the Jingdong platform.

These brands and products are favored by consumers with targeted design and excellent quality.

With the further increase of the concentration of large brands, subdivision of brands drives the purchasing power of vertical populations, and the characteristics of polarization of brand consumption require Jingdong to use multiple services to convince brand dealers.

Liu Qiangdong previously said in the group's internal letter released that the future Jingdong will be positioned in China's retail infrastructure service providers, and will provide the Retailasa Service (RaaS) solution to the whole society.

On the one hand, Jingdong will continue to deepen the retail trade, consolidate and stimulate the retail infrastructure in the process, and on the other hand, will establish an open platform to share Jingdong's infrastructure capabilities with the whole society.

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Build the whole chain of energy ecology

Admittedly, technology driven is one of the core drivers of Jingdong's future development.

In this year's "6 / 18", Jingdong logistics has launched a large number of intelligent devices such as unmanned sorting, intelligent unmanned pportation, intelligent diversion and so on.

Jingdong distribution of unmanned vehicles in Beijing, Zhejiang, Shaanxi and many other colleges and universities began to deliver goods, Jingdong unmanned aerial vehicles in Jiangsu Suqian and Shaanxi Xi'an normal operation, three-dimensional shelving shuttle car, Delta sorting robot and other unmanned warehouse high-tech equipment also used in many Jingdong warehouse, technology effectively improved the operation efficiency during the big promotion period.

In order to solve the problem of large scale forecasting, Jingdong opened the smart supply chain technology, and accurately predicted the sales volume distribution during the big promotion period through big data and artificial intelligence to help businesses improve inventory turnover and spot rate.

At the same time, in terms of finance, Jingdong finance has become the engine of stimulating consumption upgrading.

Jingdong said that relying on technology capabilities to protect hundreds of millions of users in Jingdong mall shopping experience of payment is fast and smooth, Jingdong payment provides a comprehensive payment method of card payment, IOUs payment, small coffers payment, and let online and offline share "6. 18" mid year shopping carnival.

Data show that in the first 10 hours of June 18th, the amount of pactions paid by Jingdong increased by 240% compared to the same period last year, and the volume of trading for 6 hours alone was over 618 last year.

At the same time, Jingdong financial also extended the battlefield of 618 to the line, and joined the 8 million UnionPay merchants to participate in the 618618 period. The amount of Jingdong payment under the line grew by 10 times compared with the same period last year.

Jingdong financial supply chain finance business has provided 11 billion 500 million yuan loan support for Jingdong suppliers and third party businesses. Jingdong public funding has helped nearly 1000 innovative enterprises enter the "6. 18" marketing feast.

"Before, it took us a long time to let everyone agree that we are a very successful retail companies, but I have no doubt that with the same long or even shorter time, everyone will agree that Jingdong is a very successful technology company, because innovation has always been a precious quality and a driving force for Jingdong."

Liu Qiangdong said that the future Jingdong needs to innovate under the guidance of technology.

More interesting reports, please pay attention to the world clothing shoes and hats net.