1 65438+1October1,JD.COM1.11The global love season officially opened, and the sales of all major categories of household appliances in JD.COM started from scratch. After the omni-channel strategic layout is completed, the first time is11.11. JD.COM Household Appliances once again demonstrated its home strength and successfully achieved a "good start".
High-end and health are gradually becoming consumer demand.
The trend of large-screen flat-panel TV is becoming more and more obvious. The turnover of 98-inch Redmi TV, which is bigger than a single bed, exceeds100000 yuan in 20 minutes, and the turnover of high-definition organic light-emitting diode TV in half an hour exceeds the whole day of last year. At the same time, the turnover of mid-to high-end flat-panel TVs above 3,000 yuan exceeded 300% year-on-year.
In the first 30 minutes after 0: 00, the turnover of ultra-large capacity refrigerators with ice washing products of 400 liters or more increased by 200% year-on-year, and the turnover of sterilized refrigerators increased by 5 times year-on-year. Disinfection and sterilization has become a hard indicator of the health of washing machines. The turnover of maternal and child washing machines increased by 190% year-on-year, and the turnover of sterilization washing machines increased by 4.8 times. Drying after washing has become a new way of life for many consumers. The turnover of washing and drying integrated washing machine increased by 3.5 times year-on-year, and the turnover of washing machine+dryer set increased by/kloc-0.5 times year-on-year. The turnover of foreign refrigerators also increased by 10 times year-on-year.
High-end kitchen and bathroom appliances continue to sell well. In the first 30 minutes after midnight, the turnover of high-end cooking stoves with a price of more than 5,000 yuan increased by 300% year-on-year, high-end dishwashers with a price of more than 4,500 yuan increased by more than 200% year-on-year, and high-end water heaters with a price of more than 3,000 yuan increased by three times year-on-year, among which the turnover of exclusive household appliances in JD.COM accounted for more than 50%.
Small household appliances ushered in a highlight moment. In just 30 minutes, the sales volume of rice cookers exceeded 80,000 units, and the turnover of household appliances increased by more than 4 times year-on-year. Among them, the turnover of air disinfection machine reached the whole day last year in 25 minutes, and the turnover of health appliances increased by 10 times year-on-year. The consumption upgrading trend of small household appliances is obvious. The turnover of high-end vacuum cleaners and sweepers increased by more than 100% year-on-year, and the turnover of high-end water purifiers reached all day last year in 28 minutes. As a new product, the floor washer surpassed the monthly turnover of 1 1 last year in 30 minutes, and achieved a blowout growth. Dyson vacuum cleaner reached the turnover of last year's whole day in only 5 minutes, and the turnover of stone sweeping robot in half an hour reached 1.5 times that of last year's whole day, and the turnover of Cobos sweeping robot increased by more than 300% year-on-year.
Jingpin household appliances reverse customization shines brilliantly
The sales of reverse customized Jingpin household appliances to meet the individual needs of consumers have been climbing to the peak. In the first half hour after 0: 00, the turnover increased by more than 5 times year-on-year. Among them, the turnover of high-end products such as ice washing high-end brands represented by casarte, Siemens and LG and Haier Xingyun series refrigerators increased by nearly 8 times year-on-year. The turnover of Jingpin TV of Sony, TCL, Hisense and other brands increased by more than 10 times year-on-year. The newly listed Jingpin game TV series is favored by game lovers, which has increased nearly seven times compared with the initial stage.
The sales of Jingpin household appliances maternal and child series refrigerators and wall-mounted washing machines were equally gratifying, and the turnover in the first half hour after 0 o'clock increased nearly 6 times year-on-year. The turnover of the new series of Jingpin dishwashers represented by Haier and Panasonic increased nearly 6 times year-on-year. Midea's fresh-keeping refrigerator, Haier's healthy visual water heater and other Beijing-made household appliances all exceeded the initial turnover by more than 6 times within 30 minutes, becoming the sales leader of Beijing-made household appliances.
Omni-channel strategic layout boosts offline sales
JD.COM 1 1.11in 2020 is the first1after the omni-channel strategic layout of household appliances in JD.COM. In particular, the six new flagship stores in JD.COM Electrical Appliance City and more than 1000 JD.COM five-star electrical stores in offline channels provide consumers with sufficient in-depth experience space, and at the same time, let JD.COM. COM's "online and offline omni-channel first" advantage is more prominent, becoming the absolute home of 1 1.
The1111offered by Chongqing JD.COM Super Experience Store, covering an area of 50,000 square meters, attracted a large number of people from mountain cities to experience the store. The number of people who came to the store this weekend increased by more than 50% compared with last year's 1 1 opening period, accounting for 20% of the customers in the store. Apple iPhone area, Huawei area, No.9 balance car area, drone area and massage area are popular areas for consumer experience. Huawei Mate 40, iPhone 12pro and DJI's latest drones are the most experienced items.
From the pre-sale period before the official opening of JD.COM11.11,JD.COM City Flagship Store and JD.COM Wuxing Electric began to cooperate with the rhythm of the online main station to provide consumers with immersive experience and offline services. 65438+1 October 25th-165438+1October1,the turnover of JD.COM Wuxing Electric in JD.COM increased by more than 8 times. The flagship store of JD.COM Electrical Appliance City has shown landmark influence in Kunming, Suzhou (trial operation), Nanjing, Maanshan, Bengbu, Jiaozuo, Deyang and other cities. The passenger flow is more than three times that of local traditional appliance stores. Due to the immersive shopping experience, the average stay time of consumers has increased by 40%.
In the offline home appliance market of counties and towns, 6.5438+0.5 million JD.COM home appliance stores covering 25,000 townships and more than 600,000 administrative villages across the country have also made simultaneous efforts. During the period of 65438+1 October 25th-165438+1kloc-0/,the overall flat-panel TV turnover of JD.COM household appliances stores increased by 150% year-on-year, and the turnover of laser tv and large flat-panel TVs over 75 inches increased by 4 times year-on-year. The turnover of refrigerators and washing machines increased by 200% year-on-year, of which more than 50% were exclusive products of JD.COM household appliances. The turnover of high-end refrigerators above 4,000 yuan increased by more than 300% year-on-year, and the turnover of direct-drive drum washing machines increased by more than 300% year-on-year. Among them, the turnover of high-end brands such as casarte, Colmo, Panasonic and Siemens all increased by more than 10 times. JD.COM household appliances products account for more than 60% of the turnover of kitchen and bathroom appliances in JD.COM appliance stores, and the turnover of high-end brands such as Tai Fang, Boss and casarte all increased by more than 300% year-on-year.
Trade-in subsidies as high as 1 100 million yuan have made many consumers shout "real fragrance" in this year's JD.COM11promotion. Half an hour after 0: 00, 1 1, one-stop trade-in service for innovative household appliances in JD.COM.
165438+ 10/month 1 point, the big sale is just the beginning. In the next ten days, JD.COM Household Appliances will launch the "Household Appliances Billion Subsidy Plan". Every day, tens of billions of subsidized explosion-proof home appliances are released, and the ultra-low price of 65,438+10,000 home appliances is spiked every day, and all emerging categories such as dishwashers, sweeping robots and zero-cold water heaters are included. More favorable prices, more novel gameplay, more personalized electrical appliances, higher quality products and more comprehensive services will enable consumers to buy their favorite home appliances with peace of mind in the 2020 JD.COM11.1/Global Love Season.