Since 0:00 on June 1, JD.com's home appliance sales exceeded 1 billion yuan in 6 minutes, which surprised many people. And such a good performance is still increasing with a "record-breaking" momentum to this day. On June 11th, JD.com ’s all-day sales have more than tripled last year ’s appliance category day. The sales of first-line brands in many home appliance industries exceeded 200 million. One can't help but ask, why is the JD 618 home appliance category day so hot?
Data from JD 618's global mid-year shopping season show that consumers' pursuit of high-quality products has become the main driving force. Among them, the large-screen TV has become the consumer's first choice for home appliances. The sales of 60-inch and larger large-screen TVs have increased from 20% to 30%. It has reached 3 times. It is not difficult to find out that with the increase of high-definition content in movies and TV and the advent of the World Cup in Russia, high-end large-screen TVs have become the best terminal for watching large movies and ball games.
This is not only reflected in high-end TVs, but also in white goods. According to Jingdong 618 data, on June 11, the sales of cross-door refrigerators exceeded the category day of last year for 20 minutes; the sales of large refrigerators with a size of 600 liters exceeded the category day of last year for 10 minutes; 5 times.
In order to enjoy a high-quality life, consumers are not stingy in terms of spending. The sales volume of high-end smoke stove sets of more than 7,000 yuan is twice the total sales in May. The proportion of kitchen appliances with more than three orders placed in the same order has reached 35% of the overall. Female users have once again become the voice of consumers of home appliances. The sales of beauty devices reached more than 1.5 times that of November 11, 2017, and the sales of laser hair removal devices exceeded the total of May.
Home appliance brands and Jingdong fancy marketing attract attentionFor Jingdong, many companies are obviously very confident and have launched strategic cooperation. In 2018, Hisense and Oaks have reached a strategic cooperation plan with JD.com's annual sales of more than 10 billion yuan, Haier and Gree are challenging 20 billion marketing goals, and the United States has reached an amazing 30 billion!
In order to achieve amazing digital goals, companies and JD.com launched a close publicity offensive. First of all, corporate bosses have helped JD.618. Gree Electric ’s assistant president Hu Wenfeng led the team to visit JD.com headquarters, May 24. Hisense Group President Liu Hongxin led the team to JD.com headquarters, and the first day of the opening on June 1 was Haier ’s deputy. President Li Huagang visited the headquarters of JD.com to supervise the war for the three major brands of Haier. On June 7, Wang Cheng, vice president of TCL Group, visited JD ...
In addition, the company and JD.com have jointly created top-notch models. For example, the "Deep City joy DN33" JD customized model launched by Cobos, Bryal launched JD JOY red global limited products in June, Ya Meng specially launched the classic explosive product 10T + 9P beauty customized JD special gift box and so on.
In addition, the company's fancy marketing with JD.com is creating momentum for JD.618. Midea has launched "Cooling Story" cartoons co-starring Midea Bear and JD JOY on major video sites. The physical store of "TCL & JD Home Appliance Experience Store" officially opened in May, which is also the first "brand experience store" jointly created by JD Home Appliance Co-branded Manufacturers. On June 9, Panasonic and JD.com launched a pop-up store event in the Beijing Huiju Center.
As JD 618's global mid-year shopping festival gradually culminates, the sales of JD's home appliance category will continue to be broken. In this win-win event for enterprises and JD.com home appliances, consumers are also the beneficiaries.
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