The 20-day 618 Mid-Year Promotion has come to an end, and major platforms have released transcripts one after another. On June 19, a reporter from Nanduwan Financial Society reviewed the “Battle Reports” of platforms such as JD.com, Tmall, Pinduoduo, and Douyin, and found that Guangdong’s purchasing power still ranks first in JD.com, and they like to buy jewelry, mobile phones, and home appliances. Every year, cities in Guangdong stand out. This year, Chaozhou’s per capita consumption exceeds that of Guangzhou.
618 is the peak consumption season for large-scale products such as home appliances. During the 618 period of JD.com, the cumulative order amount exceeded 379.3 billion, a new high. The turnover of over 1,100 home appliance brands increased by over 50% year-on-year, and the turnover of over 780 home appliance brands increased by over 100% year-on-year. With the post-00s and post-95s young people becoming the main purchasing force, the consumption of household appliances presents a new trend. Tmall data shows that dishwashers, smart toilets and gaming chairs have become the “new three major items” in Chinese households. Gaming chairs are standard for post-00s decoration, with nearly 300,000 sold.
The sales of pre-made vegetables under the tuyere doubled. According to the data, the transaction value of pre-made vegetables during the 618 period of JD.com increased by 203% year-on-year, and the sales volume increased by 185% year-on-year.
This year, JD. Specific to the region, in the ranking of turnover, purchasing power, and per capita consumption amount, in addition to Guangzhou and Shenzhen, there are always cities that stand out every year. In terms of turnover, the top 5 cities in Guangdong in terms of turnover are Shenzhen, Guangzhou, Dongguan, Foshan and Huizhou.andIn terms of per capita consumption amount, Chaozhou surpassed Guangzhou to rank first, and Foshan, Huizhou and Jieyang ranked third, fourth and fifth respectively.The county economy has exploded with strong purchasing power, and the top 5 in total ranking are Boluo County, Chang’an Town, Humen Town, Puning City and Chabu Town.
Gold and mobile phones are among the commodities that Cantonese people love to buy.The top 5 sales of hot-selling commodities in Guangdong arePurple Gold, Gree Da 1 Air Conditioner, Bodi Shampoo, Helena Star Set Gift Box, Emerald Gold.The categories with more consumption amount are digital home appliances, computers and mobile phones, food and beverages, etc. At the same time, according to the comparison with the national average consumption structure, it can be seen that the categories that consumers in this region prefer are:Jewelry, mobile communication, pet life, alcohol, mother and baby.In addition, Guangdong’s Gen Z population prefers shoppingMotorcycles/electric vehicles, mothers and babies, alcohol.
In the peak season of home appliances, smart home appliances become the first choice
618 coincides with the peak consumption season for home appliances such as air conditioners. On the JD.com platform, new home appliances and mid-to-high-end home appliances became the first choice for users. The turnover was five times that of the same period last year. The unit price of home appliances increased by 30% year-on-year on average, and the turnover of complete sets of home appliances was twice that of the same period last year. The turnover of over 1,100 home appliance brands increased by over 50% year-on-year, and the turnover of over 780 home appliance brands increased by over 100% year-on-year.
Smart home appliances have become popular among young consumers in recent years. During the 618 period, the turnover of Jingdong’s built-in dishwashers increased by more than 250% year-on-year, of which more than 40% of the turnover was new products; the turnover of sweeping and mopping washing machines increased by 100% year-on-year; the turnover of disposable wall breakers increased by 200% year-on-year. %. Tmall data shows that,Dishwasher, smart toilet and gaming chairBecome the “new three major items” of Chinese families. Among them, the sales volume of intelligent integrated toilets is four times that of traditional toilets. Gaming chairs are standard for post-00s decoration, with nearly 300,000 sold.
Pinduoduo 618 “Battle Report” of the home appliance industry shows that since its launch on May 23, the sales volume of all categories of home appliance industry has increased by 103% year-on-year, achieving double growth. In terms of brands, Midea ranks first in the air-conditioning category, Haier is the sales champion of refrigerators and washing machines, Xiaomi is in the TOP 1 TV category, Galanz, Supor, and Joyoung occupy the micro-bake category and rice cooker respectively. And the top of the air fryer, TCL, Fangtai, Ecovacs, Bull, Panasonic, LG, Philips and many other brands have doubled their growth.
Consumption of non-essentials such as beauty and cosmetics picks up
With the gradual stabilization of the epidemic, discretionary consumer goods such as beauty products have recovered. In the beauty category of JD.com’s new department store, the turnover of nearly 10 functional skin care brands increased by nearly 100% year-on-year. Within 4 hours at 8:00 p.m. on the 15th, the overall turnover of all beauty categories increased by more than 3 times year-on-year, and the turnover of many beauty categories such as lotion creams, gift boxes, and facial essences increased by 4 times or more year-on-year.
According to data from Pinduoduo, compared with 618 last year, the number of orders for beauty products on the Pinduoduo platform increased by 122% year-on-year. Among them, the official flag sales of domestic and foreign brands such as Shiseido, Laneige, Neutrogena, Nivea, Winona, and Proya have an average year-on-year increase of more than 200% compared with last year’s 618, and the official flag of Laneige has increased by nearly 12 times year-on-year.
The turnover of prepared dishes increased by 203% year-on-year
Under the influence of the epidemic, people’s lives have been changed and consumption habits have undergone major changes, and some categories have become popular on the platform. Under the trend of camping and home fitness, related categories are included in the stockpiling list. Among the sports and outdoor categories of JD.com, the three trend categories of professional running, exquisite camping and home fitness are the most popular. The turnover of exquisite camping and outdoor camping vehicles increased by 446% year-on-year, and the turnover of home fitness products increased by 232% year-on-year. Especially with the growing team of “Liu Genghong Girls”, the turnover of women’s fitness clothes has increased by more than 3 times year-on-year.
Under the catalysis of the lazy economy and the epidemic, the consumption of pre-made vegetables is hot.During Jingdong 618prepared dishesofThe turnover increased by 203% year-on-year, and the sales volume increased by 185% year-on-year. From 2019 to 2021, the number of pre-made dishes will increase by 1.5 times, and the number of products will increase by 2.5 times. At the same time, women have become the main purchasing force, accounting for 56% of the turnover.Among the purchasers, the top ones are 36-45 years old and 26-35 years old. This year’s 618, new and old brands such as Zhenwei Xiaomeiyuan, Xiaolongkan, Kuocuo, Wuzhi Lugoose, and Zhenzhai stood out on the Jingdong platform, occupying the top five brands. Anjing Pickled Fish, Chia Tai Pork Belly Chicken, Zhou Hei Duck, Beautiful Small Crispy Pork, Meizhou Dongpo Low-Temperature Luncheon Meat and other signature dishes are the most popular.
Consumption of prepared dishes is hot
During the 618 period, Douyin e-commerce held the “Intangible Cultural Heritage Shopping Festival” activity, and joined hands with more than 100 intangible heritage inheritors to bring goods. Consumer reports show that purple clay teapots, raw silk embroidery and Master Qiao’s leather carving bags are popular among consumers, followed by jade carving teaware and Fagen pastries.
Time-honored brands also gained new market growth during the event, with overall sales increasing by 176% year-on-year. Among them, the sales volume of Huili casual shoes, Haitian soy sauce, Zhang Xiaoquan ancient forging and cutting kitchen knife, Baimao fruit and vegetable detergent and Tsingtao beer led the sales.
Written by: Huang Pei, reporter of Nandu Bay Financial SocietyReturn to Sohu, see more