From "1.1 Billion" To "10 Billion Online And Offline"

On November 3, the latest data of Suning Wukong list was released. The top three home appliance brand sales on that day were Midea, boss and fadeo; the top three mobile phone brand sales on that day were apple, Huawei and glory.

As the domestic epidemic situation slows down, the consumer market has begun to show warmth, and this year's double 11 is bound to become a special e-commerce Festival and an important business indicator. Compared with previous years, today's double 11 boom started earlier. At the end of October, e-commerce platforms have been rubbing their hands and building momentum. On November 1, the first wave of consumption peak was ushered in.

According to the data released by Suning e-buy, the number of super members increased by more than 100000 within eight minutes. As of 1:00 on November 1, the turnover of kitchen and bathroom home furnishings increased by 293% year-on-year; in household appliances, high-efficiency air-conditioning increased by 12 times in one hour; in mobile phones, 5g mobile phones sold well, with apple, Huawei, Xiaomi, vivo and glory as the top five brands.

Behind the data is Suning's new strategy this year. On the one hand, in addition to 3C products, Suning has accelerated the distribution of FMCG products and continued to expand its categories in the past two years. On the other hand, Suning's 10 billion subsidy plan not only includes all kinds of big brand commodities, but also includes the sales of houses and cars this year. In addition, in terms of channels, the 10 billion subsidy continues to go deep into the offline market, Suning stores, Suning stores, etc For the first time, offline businesses such as retail cloud stores, Carrefour, Suning e-shopping Plaza, red kids and other offline businesses were fully covered with 10 billion yuan subsidy, covering shopping malls, convenience stores, cinemas, department stores, and electrical appliances stores.

We can see that online platform, live delivery with goods and sinking market have become the standard configuration of this year's double 11. Bian Nong, vice president of Suning FMCG, said in an interview with reporters including the 21st century economic report that "now any channel and platform wants to build an online and offline dual channel. In fact, it takes time and huge cost. Information, logistics and links including the whole service experience need to be very important Big investment. Over the past few years, we have been accelerating. "

Health quality 3C household products increased 5 times

From Suning's data on the first day of November 11, we can have a glimpse of shopping trends.

First of all, health and quality of home life has become the focus of consumer attention, related home appliances in this double 11 hot.

Throughout the day on November 1, Suning E-mart's multi door fresh-keeping and sterilization refrigerator sales increased by 133% year-on-year, the sales of cutting tool and cutting board disinfection machine increased by 543% and the sales of micro steaming and baking machine also increased by 6 times.

Suning e-buy data also showed that on November 1, the sales of "one-man household appliances" increased by 149% year-on-year, among which the sales of single electric rice cookers increased by 312%. Midea Pikachu electric stewer, jiuyangline soymilk machine, bear breakfast machine and other "cute" household appliances, sales increased by 819% month on month. At the same time, the orders of female users to buy fitness products increased by 153% year-on-year, and the sales of substitute meals and light food products also increased by 290%.

Secondly, intelligent and medium and high-end products serving comfortable life continue to sell well. According to the data, the sales of clothes dryers, intelligent toilets and functional sofas, which can protect high-quality clothes, have increased by 6 times, 7 times and 5 times, respectively. It is worth mentioning that with the official implementation of the waste classification policy in many places in China, the sales of garbage treatment machines also broke out in this double-11, and the sales of a garbage processor in beckbath increased by 39 times year-on-year.

At the same time, mobile phones that have become "FMCG" are still popular. Thanks to the subsidy policy, Suning e-buy's mobile phone orders increased by 757% year-on-year on November 1, and 74% of users chose one-stop renewal. Among them, an average subsidy of 456 yuan for each iPhone 12 and 380 yuan for Huawei mate 40 series.

In addition, traditional FMCG products have also grown rapidly. For example, in the beauty category, the sales scale increased 7 times in one hour compared with the same period last year. Among them, the sales of Estee Lauder, Lancome, SK Ⅱ, L'Oreal and tijiating exceeded the whole day of last year; the sales volume of drinks in one hour increased by 5 times, and the sales of online leisure food increased by more than 10 times in 30 minutes.

Bian Nong said: "in the past 2018 and 2019, Suning continued to lay out in the field of fast food consumption. First of all, from the perspective of supply chain, we covered food, daily necessities, wine and medical treatment in the whole supply chain layout. In particular, in recent years, we have achieved rapid growth in beverage and food. In fact, the compound growth has reached our expectation. With the investment in the future, we have achieved the expected compound growth We will continue to expand on these categories. "

Growth of consumption power in county and town markets

This year's double 11, Suning e-buy realized 10 billion subsidies online and offline for the first time. On November 1, Suning's 10 billion subsidy scope was extended to offline, with the help of various stores to realize the sinking from city to County town, from business district to community. Its store formats include Suning Carrefour, Suning stores, retail cloud, Suning Movie City, Suning department store, etc.

"Carrefour has also greatly subsidized users. During the period of double 11, Carrefour has subsidized about 500 million users in terms of goods and payment, and the method of playing is simple and clear, with direct discount and direct reduction," Gong Wenrui, executive vice president of Suning Carrefour, introduced to the 21st century economic reporter, "Carrefour is the second time to participate in the innovation of the whole group this year, and the activity is from October 26 From November 12 to November 12, plus the discount, our overall performance will increase greatly this year, about 40% year-on-year growth and 50% sprint. The pressure is still relatively high. "

It is understood that Carrefour's main focus this year is imported food, because imported products have always been Carrefour's largest supply chain advantage in China. From red wine to fresh and beauty products, the overall supply chain advantage is very obvious. Therefore, Carrefour intends to make breakthroughs through subsidies and category advantages.

Suning shop subsidies cover rice, cooking oil, leisure snacks, cleaning paper products, milk beverage, beverage, whole box milk, bar cooked food and other products, and the participating brands are the top brands.

In Suning's nearly 7000 retail cloud stores throughout the country's county and town markets, the word "10 billion subsidy, you'll pay" can be seen everywhere, and the massive single products on Suning's e-shopping line are synchronized. Haier, whirlpool and other big brand household appliances are directly subsidized, and FMCG, mother and baby also support the price of 10 billion yuan.

From the end of this year to the end of next year, the vice president of Xuzhong group will not be able to continue to develop from 11 stores to 12 000 stores in Suning

It is worth noting that the consumption potential of the double eleven counties and towns has been further released this year. Suning data shows that in the field of kitchen and household decoration, although Guangzhou, Nanjing, Beijing, Shanghai, Shenzhen and other big cities have the largest number of orders, the total number of high-value orders of more than 30000 yuan in county and town areas has also increased by six times over the same period of the same period.

As of 18:00 on the 1st, the sales of its County stores increased by more than 100% year on year, and the sales of non electric products increased by more than 4 times. The sales volume of TVs above 80 inches increased by 280%, the sales of cross door intelligent refrigerator series increased by 230%, the sales of intelligent health scale series increased by more than 500%, and the sales of Midea intelligent dishwasher increased by 600%.

It can be seen that the consumption demand of high-end household appliances is increasingly strong among county and town consumers. For the novel and cool aiot intelligent devices, the county market also shows strong consumption ability. High quality intelligent high-end products are no longer exclusive consumer goods in the primary and secondary markets, and consumption in small towns reflects a new trend of diversification.

?