Domestic Consumer Market Resilience Strong "618" Electricity Providers To Promote Bright Report Card

Tmall's "618" starts 1 hours, and turnover exceeds 10 hours last year. brand The turnover exceeded last year's "double 11".

As at 0 hours in June 19th, Jingdong's "618 16th anniversary shop celebrating" total amount of $201 billion 500 million.

NetEase koala "618 global shopping festival" only 101 minutes to run, sales broke through last year's "618" first day...

From the beginning of June, the "618" electricity supplier's big promotion came to a climax in June 18th, and all electronic business platforms handed out bright report cards.

Buy and buy, a string of amazing numbers, not only reflects the enthusiasm of consumers, but also the best footnote of strong resilience, potential and vitality in the domestic market. Jingdong retail group CEO Xu Lei is quite impressed: "high quality brands and imported goods are widely welcomed, active consumption in the low line market, and turnover in service products increased by 73% than usual." These phenomena reflect the endogenetic drive and strong resilience of China's sustained economic growth, as well as the enormous potential of domestic demand. Liu Bo, general manager of Alibaba marketing platform business department, told the economic daily - China economic net reporter: "from the data of Tmall 618, the trend of consumption upgrading is still going on, and the growth of three or four line cities and rural areas is swift and violent. The consumption of domestic goods is becoming popular. The products with good quality and high price are welcomed, all of which reflect the strong vitality of domestic demand."

"1 hours turnover over the whole day last year" phenomenon, this year, "618" in the major business platform passion "staged", the consumer market has released enormous energy.

In Tmall's "618", the 1 minute sale of the makeup category is broken by 100 million yuan, and the sales in 57 minutes exceed the whole day last year. Opening 45 minutes, L'OREAL broke 100 million yuan; opening 52 minutes, Lancome broke 100 million yuan... Data from Tmall showed that sales of eye creams, lipsticks and perfumes increased by 300%, 239% and 290% respectively over the first 1 hours. In the maternal and child industry, the sale was less than 2 minutes, the turnover volume was 100 million yuan, seventh minutes exceeded the 1 hour turnover last year, and the seventeenth minute turnover exceeded 500 million yuan mark. Tmall International's mother to child pregnancy product group completed the whole day's sales in the same period last year in 25 minutes.

In Jingdong, brands also hit sales peak on the day of "618". Pigeon's 10 minute turnover was 19 times that of the same period last year; Martell's 10 minute turnover was 20 times that of last year; Erie 1 hours increased 531% over the same period last year; 1 hours of Fuling gate increased 547% last year compared with last year; three squirrel 1 hours were better than last year's whole day sales.

Bought and sold enthusiastically "occupied", both traditional e-commerce advantages category, but also unexpected "exploding" products. For example, in the field of clothing, the growth of Tmall's body shaping clothing has increased by 20 times. The sun sleeve has sold 500 thousand pieces in 24 minutes, 11 times more than last year, and the sun hat only sold more than 1 million pieces in 39 minutes. In terms of food, Jingdong nuts and roasted goods increased by 132% over the previous year, and beverage sales increased by 261% over the previous year, while leisure snacks increased by 304% over the previous year. In terms of electrical appliances, as of 18 noon at 12 o'clock, suning.com's total channel orders increased 171% over the same period.

"E-commerce shopping festival is reflected in the major platforms in the new technology, new logistics and even supply chain ecology competition, whether it is the overall development of category lines, or the whole scene retail and service upgrading, all reflect the electricity providers are trying to achieve the ultimate in many dimensions." Cao Lei, an e-commerce research center of market research organization, said.

Consumption escalation is irresistible

Looking at this year's "618" electricity supplier's big promotion, apart from the consumer's enthusiasm for consumption, what is more impressive is the trend of unstoppable consumption upgrading.

Products that are more expensive, better and provide better quality of life are well received. In suning.com, "smart" and "new" become the hot words of consumer search. Taking the category of color TV as an example, the overall sales of category products increased by 105%, but the sales volume of large screen color TV sets with a size of 65 inches and above increased by 211%. In addition, the number of multi door refrigerators increased by 77.8%, and the washing and washing machine increased by 97.6%. In NetEase koala global factory store, the most popular consumer products are wireless cleaner, household radio-frequency beauty apparatus and electric toothbrush. In Tmall, high grade ingredients such as sea cucumbers and steaks are more and more welcomed by China's "eating goods".

At the same time, personalized and differentiated demand has brought about a large number of special products. As the first year to participate in the "618" big promotion Taobao network, the 600 thousand business's amazing growth reflects the trend of personalized consumption: big code Underwear Sales surged 20 times, designer jewelry grew by 10 times, pet consumption increased by nearly 200%, and model toys increased by over 130%, even though niche products such as Hanfu were also up 320% in June 16th. In the field of clothing, Chao brand and designer brand have become the new hot spot for young people to pursue. The personal brand COMMEMOI of Lv Yan, the famous model, has completed its performance in June 18th last year in only 1 minutes.

A research report from ERI consulting, a market research firm, has now called Chinese consumers "upgrading generation". They are more willing to pay premium for products of high quality and self expression. "With the rapid development of the economy, the abundance of commodities has increased. fashion The spread of design elements, nationals no longer just focus on "productive capacity", will gradually cultivate their daily aesthetic "living ability", so as to put forward more fine beautification of daily life needs, this change in China's 123 tier cities in a broader market in synchronization. ERI consulting wrote in its research report.

Sinking market releases potential

This year's "618" and "town youth" express their yearning for intelligent life with snowflake orders. An intelligent version of Ecovacs's sweeping robot with intelligent voice control has been added, and 20 thousand units have been snapped up for 1 hours. Liu Wenning, general manager of Ecovacs home service robot business in China, admitted that "now it is obvious that young people in three or four line cities have high demand for quality life and intelligent life. They are the main target users of this sweeping robot." The thousand dollar treadmill "Yi Jian note" sold 4 times its usual sales in 1 hours on Juhuasuan, and the "town youth" accounted for 70% of the consumers who bought this treadmill.

In Tmall Juhuasuan, 13 products were traded over ten million yuan within 1 hours, and 360 products were traded for over one million yuan. Xu Lei disclosed that this year's "618", low line market consumption is more active, the amount of the order increased by 2 times compared to the whole station, and began to lead all levels of the market. "From the channel laying, brand marketing, and value-added services, we can see that every platform has a focus on the sinking market during the" 618 "period.

Cao Lei said that the consumers in the low line market still have huge consumption potential to wait for release. They are the new force in the market. "Although the market is sinking, consumers are also becoming rational." therefore, the appliance manufacturers also need to use more perfect service system and differentiated products to meet the needs of consumers and realize the positive cycle.

Huang Rihan, executive director of digital research think tank, a market research firm, also believes that the sink of e-commerce platform can meet the needs of more three or four tier cities and even "town youth". "Consumers in the low line market are beginning to enjoy the huge benefits brought by the digital economy. Only when the electricity providers extend from the metropolis to the counties and villages can they really respond to the development trend of the consumption upgrading of the whole people."

The response of the e-commerce platform and manufacturing enterprises to the low line market is not only to provide low price goods, but also to help the traditional industries to upgrade. Hu Xiaopeng, a researcher at the Institute of world economics, Shanghai Academy of Social Sciences, said that the low line market has provided new massive demands, and in response to these needs, new values can be formed. Guangdong song FA ceramic Limited by Share Ltd only spent two months selling 140 thousand porcelain bowls "19.9 yuan and 3 packages". The general manager of the company's marketing department, Lu Shaoxin, told the economic daily - China economic net reporter: "it seems that losing money is not true. For example, we used to burn 30 thousand ceramics in a kiln, and there would be different products and products of different sizes. The space utilization rate and the rate of good products were limited. But now a large demand has come, only 1 products are fired in one kiln, the utilization rate of the product is increased by at least 30%, and the rate of good products has also increased greatly.

Chen Lifen, a researcher at the Ministry of commerce circulation industry promotion center, also said: "the consumption potential of the low line market is promoting the formation of new industrial belt. For example, the" daily sale "under the Juhuasuan system has hatched a new industrial belt. The industrial belt of socks in Zhuji, Zhejiang and the electric toothbrush industrial belt in Ningbo are two cases.