"618" Electricity Supplier Turnover Or 400 Billion Domestic Brands Strong Counterattack

Entering the 618 year of the seventh year, the carnival of Jingdong has become a big promotion in the whole industry.

In the early morning of June 19th, all the major platforms handed out 618 spancripts. From 0 in June 1, 2019 to 24 in June 18th, the cumulative value of Jingdong platform reached 201 billion 500 million yuan, which is close to the 213 billion 500 million yuan turnover of Tmall double 11 last year. Tmall official disclosed that hundreds of domestic and foreign brand In the 618 period, the turnover exceeded 11 last year, the highest growth exceeded 40 times, and the turnover of 110 billion brands exceeded 110.

In addition, more than 1 billion 100 million orders to disclose the number of orders, Suning orders increased by 133%, bainy GMV growth of over 208% over the same period. Electricity supplier big data platform ECdataway predicts that between May 25th and 31, the total sales volume of Tmall's ten industries will be 3 billion 100 million yuan. If the proportion of the pre-sale amount to the total spanaction volume is estimated in 2018, the total turnover of Tmall will exceed 170 billion yuan this year.

The total retail business of the total 618 of the total turnover or 400 billion yuan. From the perspective of the industry structure, 3C digital home appliances, beauty makeup and home decoration home accessories are leading the whole industry, and HUAWEI, millet, deer and other domestic brand sales are also constantly refreshing.

Domestic products outbreak

For brands, 618 is undoubtedly the biggest growth opportunity in the year. Therefore, some brands have already prepared ahead of time in order to attract eyeballs.

According to the introduction, Shanghai Suning and Chengdu Suning integrated online launched the "Shuangcheng city characteristic Pavilion". Shao Yuling, vice president and Secretary General of Shanghai Association of Chinese time-honored enterprises, told the twenty-first Century economic news reporter that a series of products, such as Xinghua Lou, Guangming milk, Shen Dacheng and big white rabbit, which represent Shanghai's time-honored brands, have already been put on line at Suning supermarket's city characteristic Museum. Besides, the city characteristic Museum has also introduced Chengdu special products including Sichuan hotpot bottom material, ice powder, Zhang Fei beef and so on.

Meanwhile, at the end of June, Suning will build a Chengdu characteristic street in Wujiaochang, Shanghai. In general, the e-commerce platform is reconstructing the relationship between the three elements of "people, goods and fields", and gradually penetrates into the layout of online and offline scenes. And a group of old brand and domestic brands with details and user base have become forerunners.

Tmall statistics show that in the brand of 100 billion turnover, the domestic brand accounted for 60%, and nearly 200 new brands grew more than ten times. Electric business is not only a platform for Chinese brands to reach users, but also promotes the upgrading and evolution of domestic brands.

Take sports brand PEAK as an example. In June 16th, PEAK Tmall flagship store launched 8000 pairs of polar x black dress joint limited running shoes, which sold almost empty within one day, and PEAK's single store turnover exceeded 15 million, an increase of nearly 4300% over the same period last year. PEAK electric business general manager Shenyang revealed that it was based on Juhuasuan's big data and consumer portraits, that they knew their preferences for design style wearing comfort before launching specific products. "95% of our new customers come from Juhuasuan, of which nearly half of new consumers come from a second tier city."

This trend is not only evident on the Tmall platform, but also in Jingdong. Domestic brand mobile phones continue to record, vivo, OPPO, and Canadian brands increased by more than 100% over the same period last year. On the day of HUAWEI brand, P30 Pro was also the champion of single product sales. In addition, with the advent of the 5G era, smart home products are also selling well. The official data of smart lock brand deer deer show that as at 24 hours in June 18th, the total sales volume of Lu Ke's total channel reached 126 million, and the sales volume of Jingdong, millet products, suning.com and other platforms ranked first in the same category.

New balance of supply and demand

It can be said that in the mobile Internet era, the competition mode of domestic brands has been upgraded to various fields, such as personalization, creativity, after sales service, etc.

During the 618 period, more than 30 household appliance brands, such as the United States, Haier, Hisense, and millet, set up nearly 200 production lines for Jingdong alone, specializing in the production of more than 600 exclusive commodities. On Tmall's 618 TOP list, there are not only familiar traditional brands, but also a large number of small and medium-sized domestic brands, such as YAGE electric mosquito swatter, Miao you Tong children's socks, Yi en Bei wet towel, protective paper, Fu Fu electric toothbrush, and clam La stockings.

In addition, consumers in the second tier cities are showing the two trends of "downward trend and upward trend". Their demand for the top commodities is strong, and it is also the largest consumer group of parity agricultural products (5.500, -0.01, -0.18%). "During the 618 period, one of the biggest consumer highlights of second tier cities is agricultural products." A lot of related people told the twenty-first Century economic news reporter that during the 618 period of the platform, about 70% of the orders for fruit and fresh food and other agricultural products came from the second line.

In addition, Alibaba's data also showed that during the Tmall 618 period, beef, tofu and pecan became the most popular three largest agricultural products. The top ranked sales succulent plant came from Dongchuan, Yunnan, a sharp increase of 11024% over the same period last year, ranking second, third of Hainan Qiongzhong bananas, and Shaanxi Jixian peaches, representing an increase of 986% and 721% respectively.

Although the 618 promotion has come to an end, we can still see the vigorous vitality of China's endogenous economic consumption. Prior to that, Wu Xiaobo, a well-known financial writer, said in an interview with the twenty-first Century economic report reporter that many brands of many domestic brands now provide different products according to the different consumer circles after the supply chain and the core technology formation ability, forming a totally different competition mode with the past.

In his view, both sides of China's demand and supply have undergone major changes, and demand determines supply. It is up to consumers to decide what kind of products they produce, how they are priced and who they sell to them. The rise of the new middle class and their ever-changing demand for products determine the products made by Chinese brands.