Double 11 ice wash 177,000 units

This year's double 11 has gained a lot in all areas. Sales in 24 hours exceeded the usual one month or more, and refrigerators and washing machines are also earning a lot of money. According to data provided by Ovid Consulting, 102,000 washing machines sold and 74,000 refrigerators were sold, and Haier ranked first in the two rankings with 34.4% and 54.2% respectively.

In stark contrast to the offline store, the domestic brands represented by Haier and Midea, the e-commerce platform, outperformed foreign companies such as Siemens, and domestic brands formed an absolute advantage.

Double 11 in 2013, the turnover of refrigerators was 200 million yuan, and the average retail price was 2,627 yuan. The top three are the shares of Haier, Rongsheng and Siemens. Haier’s single brand devoured more than half of the market, and the momentum was extremely fierce. Rongsheng sank 13.5%, Siemens scored 8.8%, and White Power giant Midea ranked fourth with 7.8 percent. The proportion of other brands is about 2%.

Popular refrigerator products include netizens: Haier 206 liters three refrigerators, special price of 1699 yuan, over 100,000 people scheduled. Rongsheng Lynx official website 1399 yuan 180 liters two refrigerators, 1599 yuan 202 liters three refrigerators, sales in similar products come to the fore.

The 24-hour sales amount of washing machines category was 170 million yuan, and the average price was 1647 yuan. The top three companies were Haier, Sanyo, and Little Swan. The foreign brands Siemens and TCL ranked fourth, accounting for 6.1%, and LG pushed into seventh place. The proportion is 3.1%. Samsung, Panasonic, Hitachi and other high-end brands have disappeared.

In addition to Haier's 2199 yuan 7 kg drum washing machine, 5,000 units sold in one day, Sanyo washing machine performance remarkable. Sanyo has always been an e-commerce platform washing machine category. Double 11 set a good record of 36 million yuan in turnover. The sales volume of the three brands of Hefei Sanyo has tripled over the previous year. Sanyo Timor 6031WN 6kg ultra-thin drum washing machine, the entire network sold 8,000 units, in one fell swoop became a double 11-day cat washing machine hot single product king. On November 7th, “Sanyo Timothy • Sweetheart Chocolate World Premiere Ceremony” was held in Beijing. The measures to promote brand awareness by the celebrity effect achieved significant results, and online and offline interactions were achieved.

At the same time, the sales data for each time period showed that the sales of the first two sales of refrigerator products accounted for 30% of the total amount of the day. The last two hours accounted for 11.7% of the total sales. Washing machine products show a high volume of low phenomenon, showing that customer prices are low, the main low-end products, which will be the future e-commerce platform refrigerator products need to face the problem.