21st Century Business Herald reporter Ye Bihua intern Zhao Jingxuan reported from Guangzhou
At 8:00 p.m. on May 31, the annual "618" e-commerce shopping festival officially opened. Both the brand side and the platform side of the data show that this year's 618 home appliance sales ushered in the "opening red".
On the evening of the 31st, Haier Zhijia linked Zhejiang Satellite TV "Run Bar" to open the "Haier 618 Super Festival", the total sales of the whole network exceeded 2.2 billion; the cool open TV 618 opened the first battle, the 50-inch TV sales ranked first in the whole network, the sales of 86-inch giant screen TV increased by 200% year-on-year, and the sales of quantum dot TV exceeded 1,000 units.
According to the latest data released by the Jingdong platform, the turnover of Jingdong home appliances exceeded 3 times that of last year within ten minutes of the opening of the pre-sale payment balance; the turnover of medium and high-end home appliances increased by more than 8 times compared with last year; the turnover of new home appliances exceeded the whole day of last year in 5 minutes; and the volume of old-for-new orders exceeded the whole day of last year. From the perspective of brands, Haier, Midea and Gree successively climbed the TOP3 position of the 10-minute brand balance payment order volume; stone technology's 10-minute sales increased by more than the whole day year-on-year; Tianke's 5-minute sales volume was 6 times that of the same period.
Seize impulse opportunities
Under the impact of the epidemic, factors such as logistics obstruction and weakening consumer confidence have made the home appliance market in the first quarter of this year look particularly deserted, but with the further control of the epidemic and the stimulation of a new round of consumption coupons that have begun in many places, the market is expected to improve after the gradual release of demand in the later period. As an important promotional node and the last impulse opportunity in the first half of the year, 618 has high hopes for it by brands and platforms, and the competition will undoubtedly be more intense.
The 21st Century Business Herald reporter noted that compared with 2021, the preferential treatment of major e-commerce platforms this year has increased significantly. From the perspective of the full discount range, Tmall and Jingdong cross-store full reduction threshold during 618 in 2021 is full 200-30, while this year is full 300-50 and full 299-50 respectively; the vibrato range is flat last year, still full 299-45. In addition, the super red envelopes, category days, price protection, interest-free balances, trade-in activities and other preferential subsidies arranged by different platforms have also increased accordingly, such as Douyin launched the "Merchant Resumption Escort Plan", investing 2.5 billion traffic subsidies and more than 200 million yuan of consumption coupons, trying to alleviate the pressure for merchants.
From the time node, Tmall, Taobao, Jingdong, Suning Tesco's final payment time was advanced to 20:00 on May 31, which was more humane than the payment at 0:00 on June 1 of previous years, and the overall time rhythm was basically the same as last year, which lasted from late May (May 23 or 26) to June 20, and the pre-sale was divided into two to three waves, with pre-sale period, opening red, scene period, climax period, return period and other stages. It is not difficult to see from the various initiatives that the strategies of major platforms tend to steadily increase the sales scale to ensure the sales performance during the 618 period.
In addition, in order to adapt to the epidemic, various platforms have also introduced logistics-related policies to ensure that goods are delivered to consumers in a timely manner and reduce the probability of returns. For example, Jingdong launched the "human fireworks and responsible supply chain", through its own self-operated 8 warehouses, to ensure that the merchants multi-warehouse stores to ensure the "211 limited time" delivery time, while the offline supermarkets are also included in the scope of activities of 618; Tmall, Cainiao announced the launch of the 618 logistics "cohesion plan", 7 large warehouses of warehouses, for 618 specially proposed "pre-sale speed + pre-sale leading up to + pre-package pre-treatment" and other pre-treatment programs; Douyin launched "express delivery guarantee" and "cloud warehouse service", Cooperate with China Post, Zhongtong, Yuantong and other joint efforts to complete the logistics operation guarantee.
For home appliance manufacturers, affected by the epidemic, the original spring push new and other series of marketing actions had to be postponed, coupled with the "May Day" sales are not smooth, have put the focus of force on the 618 promotion node, manufacturers generally have a larger discount.
The reporter learned from Skyworth TV that at present, many new TV, including e-sports masters and wallpaper TV, have participated in the 618 preferential activities, and can enjoy the benefits of new products by purchasing machines through the official flagship store of Skyworth TV on Jingdong, Tmall and other platforms. Taking the newly launched A33 series as an example, the 55-inch-86-inch product will be discounted by 100-1000 yuan on the original price. Fangtai also focused on promoting its "double washing" new products during the 618 period, seizing the needs of consumers for "health and hygiene" under the epidemic situation, and combining cleaning fruits and vegetables with dishwashing functions.
With the joint efforts of manufacturers and platforms, this year's home appliance category won the opening in the 618 event. Aowei Cloud Network (AVC) data show that 4 hours after the pre-sale of 8 p.m. on May 23, the pre-sale amount of Jingdong home appliances reached 3 times that of the whole day last year, and as of 24:00 on May 24, the overall pre-sale amount increased by 270% year-on-year. The one-hour pre-sale amount of new home appliances exceeded the first day of last year, and the pre-sale amount of high-end products accounted for more than 60%. Although Tmall did not release relevant pre-sale data, the number of viewers of the live broadcast room of Li Jiaqi, the head anchor of the pre-sale, reached 154 million people, far exceeding the 106 million in the same period.
Emerging categories performed eye-catchingly
In fact, consumer preferences have also brought different characteristics to the 618 home appliance market. With the rapid rise of the main force of consumption after 85 and 90, their sense of autonomy and group identity are accelerating the stratification and refinement of the subdivision circle of home appliance consumption, the high-end and high-quality consumption trend of the home appliance retail market is prominent, and the selling points such as intelligence and health have also changed from sales highlights to new home appliance consumption just needs.
Taking the sweeping robot industry as an example, Aowei Cloud Network analysis believes that under the blessing of new functions, the discount of the main new models of major brands has not exceeded 90%, the price reduction is relatively low, and the trend of exchanging price for volume is not obvious; but from the 618 Jingdong pre-sale data, the pre-sale amount of self-cleaning sweeping robots has increased by more than 6 times year-on-year, and the related functions are newer, the premium ability is stronger, and the overall pulling effect on the sweeping robot has a strong pulling effect.
In terms of the performance of the subdivided home appliance category, benefiting from the low base in the same period, this year's emerging "net red" category almost all performed well. According to the data released by the Jingdong platform, the turnover of fresh air conditioners, game TVs, and air fryers in 10 minutes exceeded last year's full day, of which game TV was warmly sought after, and the turnover of 4 hours on sale exceeded the whole month of last year; the turnover of fresh air air conditioners that guarded the health of the whole family increased by more than 8 times year-on-year; the 30-minute turnover of exquisite and beautiful embedded dishwashers exceeded the whole day of last year; the 10-minute turnover of intelligent and convenient self-cleaning sweeping robots exceeded the whole month of last year, and the turnover of 4 hours increased by more than 400% year-on-year.
Taking the dishwasher as an example, Xu Hui, general manager of the dishwasher product line of Fangtai Group, believes that the dishwasher has changed from imported products to mass consumer goods, and now the environment inside and outside is changing, and the family lifestyle of Chinese kitchens has more possibilities. "Usually a family of three, there are not many dishes and chopsticks, there are habits of cleaning fruits and vegetables, you can use the sink dishwasher; every holiday, festival, family reunion, you can use the built-in dishwasher, one time to solve all the tableware and chopsticks." Xu Hui believes that in the future, dishwashers will increasingly become the standard for a family.
It is reported that the Fangtai dishwasher digital factory, which was officially put into operation in October last year, can currently produce two categories of sink dishwashers and built-in dishwashers, compatible with 25 series, 82 models, and nearly 1,000 units per day. AVC predicts that in the second quarter of 2022, the retail sales of dishwashers will reach 3.7 billion yuan, an increase of 23% year-on-year. Under the epidemic situation, dishwashers will further develop into multi-functional, healthy and intelligent, and the new normal will generate new needs.
"First of all, the epidemic has made consumers pay more and more attention to the disinfection of food and tableware. Secondly, the partition independent washing function is continuously optimized, and the autonomy and flexibility of tableware cleaning are improved, which can not only realize the energy-saving cleaning of a small amount of tableware in the upper layer (left area), but also complete the powerful stain removal of the lower layer (right area). Finally, the continuous development of intelligence, intelligent turbidity induction to achieve customized washing solutions, automatic detection, automatic matching, automatic cleaning, further free hands, so that tableware cleaning more efficient and energy-saving. Liu Jiyuan, research director of the kitchen and bathroom big data division of Aowei Cloud Network, said.
Haier believes that different from the patchwork life of a single product and a single service, the smart scene solution that now includes food, clothing, housing and entertainment is bringing a more worry-free, reassuring and convenient healthy life to the public. Skyworth, on the other hand, showed that "in 2021, the demand for game TV will explode, showing a year-on-year growth rate of 649% in retail sales." The relevant person in charge of Skyworth TV told reporters that Skyworth will create "Skyworth Game Equipment" with the product matrix of "flagship game TV + professional e-sports display", hoping to break through.
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