More Than 618 Orders Exceeded 300 Million, Nearly 70% Came From The Sinking Market.

In June 5th, more than 618 "ten billion subsidy" phased data were released. As of 11 a.m. on 5, the volume of orders for physical commodity orders exceeded 300 million, of which nearly 70% came from three lines and below three cities.

It is reported that during the 618 period of this year, a large number of joint brand partners jointly subsidized 10 billion cash, making substantial profits for the 10000 products with the highest heat in the whole network. In many ways, the team is on standby for 24 hours, ensuring that each item is the lowest price in the whole channel in both horizontal and vertical directions.

A lot of data show that, as of the morning of 5, the platform nearly 70% physical commodity orders from three lines and three cities below the line; since arrogant, the cumulative number of orders exceeded 5 pen users reached 12 million.

The "sinking market report" released by QuestMobile, the mobile big data platform, showed that as of the end of March 2019, the size of China Mobile's Internet three and below cities reached 618 million, with huge demographic dividends. In this market, the number of users increasing more is larger than that of the comprehensive electricity supplier.

According to the report analysis, the consumer spending in the sinking market is increasing sharply, but the price is still the primary consideration for the consumer group.

"With the continuous enrichment of online and offline channels, price comparison has become an indispensable part of the consumption process." Wang Tao, chief analyst of the big data research center, said: "a lot of efforts are being made to build a stable mechanism of" the lowest price of the same commodity "through the combination of various strategies, so as to help consumers omit the" parity "link and consider only whether the commodity is practical and applicable. This 618 big push provides an important test opportunity for the platform's "de price mechanism".

Many data show that under the support of the "10 billion subsidy", the number of orders for many categories of platform products increased significantly, and clothing, food, maternal and child products, 3C digital products and other categories increased significantly.

During the "big promotion" period, the growth of high-frequency consumer goods such as mother and infant has been increasing rapidly. Earlier, the growth rate of maternal and infant products was basically consistent with the growth rate of platform sales, but during the 618 major promotion periods, products including infant diapers and milk powder grew by over 400% year-on-year. A lot of relevant responsible persons said: "platform data show that a large number of consumers through the merger of the way to buy a variety of similar products, sales promotion brought about by the" hoarding goods "effect is obvious.

In response to the general demand of consumers, a lot of adjustments were made to the subsidy strategy. In the "ten billion subsidy" venue, the import of big diapers was specially subsidized, including goods such as Kao, uniya, Pampers and so on. The prices after subsidies were much lower than the market prices.

Many data show that 3C digital is becoming a new driver for the rapid growth of orders in the platform sinking market. Based on the platform's large subsidies to mobile phones, tablet PCs and notebook computers, the sinking market is setting off a new upsurge of 3C product consumption upgrades.

"During the 618 period, the volume of orders for many 3C products in the sinking market increased for the first time over a second tier city, reflecting not only the growth of the national overall consumption level, but also the substantial increase of user confidence in many platforms." Wang Tao said.

A lot of data show that the 2 generation AirPods wireless headset with a platform price of 1059 yuan, nearly half of the order comes from the sinking market, and HUAWEI, millet, OPPO, Vivo and other new mobile phones are also sold to the sinking market in large quantities.

"Consumer demand in the sinking market has not yet been fully met. Especially in the field of electronic products, smart appliances and so on, the current products are designed according to the consumption demand of first tier cities, without considering the comprehensive consideration of consumers' performance and price in the sinking market. Related industry analysts said, "to sweep the robot as an example, the previous price range is about 1000 yuan, the target group of less than 10 million people, a lot of efforts to promote the upgrading of the upstream manufacturing industry, the price range will be reduced to about 300 yuan, the target group is likely to expand 10 to 100 million people, this is a broad incremental space."

In this regard, many aspects of the game, the platform is accelerating the customization plan with the major brands to meet the differentiated demand of consumers in different regions. During the 618 period, the platform will focus on brand customized products, creating the highest price ratio for 443 million consumers.