Interpretation Of 618 Consumption Trend

On June 18, the annual 618 year China University promotion also ushered in a climax.

According to the latest data released by Jingdong, from 0:00 on June 1 to 14:04 on June 18, the cumulative amount of orders placed by Jingdong 618 has exceeded 305.6 billion yuan. By comparison, the same period data in 2019 and 2020 are 180.9 billion yuan and 239.4 billion yuan respectively.

On the data side, 618 sales this year are still hot and abnormal. In this regard, the efforts made by the platform are obvious to all“ This year, on the basis of maintaining shopping subsidies and commodity supply, JD will further upgrade its user service and seize the user's mind through authentic products and extreme logistics experience. " CITIC Securities research team commented.

According to Jingdong's previous disclosure, this year's "618", Jingdong aims to help 1000 new categories achieve sales growth of more than 100% year-on-year, and sales of 100 new categories exceed 100 million. In the latest data, we can have a glimpse of the consumption trend behind this goal.

Trend 1: record breaking

At 0:00 on June 18, 2021 Jingdong 618 ushered in the climax.

Data shows that the opening three minutes, Jingdong supermarket overall turnover growth more than 10 times. Among them, just needed products are still the first choice for consumers to store goods in Jingdong 618. In the first two minutes of June 18, the turnover of milk, grain, oil, rice and noodles increased by 6 times, 5 times and 6 times respectively.

At the same time, consumers are full of favor for electronic products, among which the performance of domestic products is very eye-catching. In only 15 minutes, Xiaomi's high-end flagship sales increased by 500% year-on-year. In addition, the highlight of personalized consumer demand prompted the new mobile phone category to achieve another good performance, and the transaction volume of game mobile phone in 15 minutes increased by 9 times compared with the same period of last year. In terms of home appliances, the new categories showed a brilliant performance. Fresh air conditioning increased by more than 8 times year-on-year. The transaction volume of Game TV exceeded that of May. The turnover of healthy and intelligent water heaters was only twice that of last year in half a day.

Jingdong fresh and home decoration performance is not vulgar. In the first hour of June 18, the total turnover of Jingdong fresh food increased by 70% year on year. As of 10:00 a.m. on the 18th, the turnover of decoration design of Jingdong platform increased by 100%, including the turnover of whole decoration and customization increased by 2 times, and that of partial renovation increased by 120%.

In particular, on June 18, Jingdong's own brand 9 hours exceeded the transaction amount of last year's whole day. Among them, Jingdong jingzao 1 hour 40 minutes more than last year's full day turnover. Because jingzao mostly comes from c2m mode, which also reflects the recognition of reverse customized products.

Trend 2: new service consumption mode emerges

In addition to commodity consumption, Jingdong 618 has also continued to emerge new service consumption patterns this year.

In the field of automobile consumption, on the morning of June 18, 2000 Tianji me5 plus Jingdong customized models with a price of 159900 yuan were all reserved; More than 6000 consumers have purchased the owner token of Jingdong jingche; The number of installation service orders of Jingdong jingche meeting increased by 110% year on year; Vehicle turnover increased by 158.4% year on year; Jingdong's domestic tire turnover increased by 300% year on year; Third party platform business auto battery turnover increased 260% year on year.

In addition, the order volume of Jingdong flowers increased by 108% year-on-year, and the online consulting volume of Jingdong self-supporting real estate increased by 200%. The number of government Customs auction transactions of Jingdong auction increased by 31 times, and the turnover of rare goods auction increased by 12 times.

Jingdong health is growing rapidly as always. In the first 5 minutes, the turnover of sports nutrition health products increased 65 times, that of enhanced immunity health products increased 42 times, and that of liver nourishing and liver protecting health products increased 39 times; The transaction volume of multi swallow thin increased by 75 times over the same period of last year.

Trend 3: all channels and all scenes are getting better

This year, Jingdong 618, the super experience store of Jingdong Electric Appliance Co., Ltd. opened its business in Hefei. The super experience store of Jingdong electric appliance has formed a double city pattern of Chongqing and Hefei.

According to the data, from 0:00 to 10:00 on June 18, the turnover of Jingdong electric super experience store Chongqing store was only 40 minutes higher than that of the whole day of last year, with a year-on-year increase of 160% in turnover and 350% in all channel passenger flow. The turnover of Hefei Branch of Jingdong electric super experience store increased by 200% on a month on month basis, and the total channel passenger flow increased by 200% month on month.

In addition to super experience stores, Jingdong's home appliance stores all over the country also bring great convenience to consumers. During the period of Jingdong 618, the sales volume of ice washing of Jingdong appliance stores increased 3 times compared with the same period of last year; The turnover of Casati, Panasonic and other high-end brands exceeded that of last month; Home turnover increased 5 times year on year, electronic lock category turnover increased 10 times; The turnover of household electrical appliances increased 2 times year on year.

Under the omni channel and all scene touch, the personalized needs of different users are also mined out to the greatest extent. June 1, Jingdong super second day, Jingdong seckill c2m commodity turnover increased 22 times compared with May. During the period from June 1 to June 10, the consumption amount of plus members with more than 20000 brands increased by more than 200% year on year. As of 13:00 on June 18, orders of Jingdong Express Edition increased by 42 times compared with the same period last year. ? ( Editor: Zhang Weixian)

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