"Double 11" Creates Biggest Revelry for Home Appliances

The “Double 11” that was just in the past has once again refreshed people’s understanding of the power of the nation’s online shopping, and it’s understood that “Double 11” had a total transaction volume of 122.973 billion yuan on the same day, compared to last year’s “Double 11”. The entire network transaction volume of 80.5 billion increased by 52.7%. Judging from the proportion of sales, this year's "Double 11" home appliance category accounted for 9.5% of consumption. On this day, major domestic first-line brands have delivered a satisfactory answer on the entire home appliance transaction volume.

According to the data, the top ten household appliances sales in the entire network are Haier, Midea, LeTV, Siemens, Hisense, Gree, Philips, Cobos, Xiaomi and Skyworth. Among them, Haier and Midea occupy the top two sales positions with 9.66% and 9.11% respectively. However, the total share of the top ten is less than 50%, indicating that the home appliance brands are highly competitive.

It is understood that this year's "Double 11" has become a big feast for home appliances, with daily sales increasing drastically from the same period last year. According to data released by Tmall, last year's Home Appliance Sales Champion Haier still performed well this year. Haier Tmall's official flagship store turnover exceeded 477 million. The fourth time it won the championship of home appliance sales, the entire network sales was as high as 1.1 billion. The number of categories such as washing machines and other products also ranks first; Fang Tai, known in the field of kitchen appliances, achieved sales of 148 million yuan in the single store of Tmall flagship stores, an increase of 70% year-on-year, and the total sales of the entire network exceeded 250 million. The growth rate was over 90% year-on-year. The boss electric appliance, which is also the leader in kitchen lighting, was the year-over-year increase in turnover of the entire network by more than 95%, achieving the leading position in the kitchen and electric appliance category.

The online performance of home appliance big names can be said to be full of red lines. The reporter learned from the person in charge of news of Suning in Guangzhou that the sales volume of Suning's entire network increased by 358% compared with the same period of last year, among which, Guangzhou was closely followed by Beijing and Shanghai in its top-selling city rankings. Afterwards. At the same time, online sales led to offline stores, and store sales increased by 153% year-on-year. The person in charge also revealed that on the day of “Double 11”, only 67,000 units were sold in inverter air conditioners, and 43,000 units of drum washing machines also achieved good results, while electric heaters, electric oil coolers and other seasonal products were on the day. The sales volume is as high as 370,000 units.

"Double 11" citizens who have online shopping on the same day said that they generally choose famous brands such as Midea, Gree, Vantage and Fangtai. Ms. Su, who had just purchased a beautiful electric heater in JD.com, said: “Online purchases of home appliances are just a big deal, and online shopping is also quite expensive, and they only buy the 'Dual 11' discount.” In Tmall America’s flagship store, A 13-inch wide-oil electric oil “Double 11” with a current price of 549 yuan will only sell for 469 yuan on the same day, and it will also participate in full-scale reduction activities.

Although "Double 11" has already gone through its seventh year, consumers are not diminishing their popularity. The sales volume of home appliances is increasing year by year and the sales volume of major brands are rising. This is due to the excessive consumption habits of consumers to online shopping. At the same time, the perfection of PC and mobile client payment functions also provides great convenience for online shopping. However, the big-name line across the board reflects the consumer's emphasis on product quality assurance. For network operators, the most unaffordable one is trust, and the premise of guaranteed sales is quality assurance.