JD.com, Tmall and other 618 battle reports are released: Smart home performance is outstanding,
June 21, 2024
JD.com, Tmall and other 618 battle reports are released: Smart home performance is outstanding, "trade-in" stimulates consumption vitality
The mid-year decoration peak season is a major consumption peak in the home furnishing industry, and 618, as the largest marketing node in this stage, has become an important focus for e-commerce platforms, stores and dealers.
Recently, the 618 battle reports of various e-commerce platforms have been released one after another. Sohu Focus Home Furnishing has sorted out the 618 home furnishing related battle reports of various platforms as of 24:00 on June 18. Through the transaction volume and sales of popular categories and brands, we can observe the performance and trends of the home furnishing industry in this mid-year promotion this year.
1►JD.com: The transaction volume of trade-in in seven provinces and cities increased by more than 100% year-on-year
As of 23:59 on June 18, JD.com's 618 transaction volume and order volume in 2024 reached new highs, and JD.com's live broadcast order volume increased by more than 200% year-on-year.
"Trade-in" drives a new round of growth in consumer demand. During the 618 period, JD.com joined hands with more than 20 provincial and municipal governments to provide consumers with additional subsidies. The sales of home appliance and home furnishing trade-in in seven provinces and cities, including Beijing, Hebei, Hubei, Xi'an, Shenzhen, Guangzhou, and Hainan, increased by more than 100% year-on-year. The sales of more than 700 home appliance and home furnishing brands increased by more than 100% year-on-year, and the sales of brands such as Midea, Haier, Gree, and Xiaomi exceeded 1 billion. The sales of energy-saving flat-screen TVs, smart wall-mounted toilets, and smart leather beds increased by more than 100% year-on-year;
The total sales of multiple core categories increased rapidly. Among them, the home accessories and lighting categories increased by more than 17.5 times and 9.7 times year-on-year, and the sales of new popular products such as smart toilets performed well.
2►Tmall: 365 brands including Midea and Genji Muyu achieved sales of over 100 million yuan
The latest 618 battle report data released by Tmall on the 19th showed that as of 24:00 on June 18, 365 brands achieved sales of over 100 million yuan on Tmall 618, among which home appliance brands such as Midea, Haier, and Genji Muyu firmly occupied the Tmall 618 "1 billion club". More than 36,000 brands doubled their sales.
3►Pinduoduo: Smart home achieved rapid growth
The first week battle report data of the "618" event released by Pinduoduo showed that smart home achieved rapid growth.
Among them, the sales of functional sofas, lazy sofas, and technological fabric sofas increased by more than 260%, 674%, and 3126% year-on-year respectively; the sales of bathroom sets, night lights, ceiling fans, etc. increased by 109%, 372%, and 376% year-on-year respectively; the sales of smart toilets, smart door locks, and smart clothes drying racks increased by 177%, 141%, and 175% year-on-year respectively.
4► Kuaishou: GMV of consumer electronics and home furnishing merchants increased by more than 83% year-on-year
Kuaishou's e-commerce performance from May 20 to June 18 showed that GMV of brand merchants in the consumer electronics and home furnishing industry increased by more than 83% year-on-year, and GMV of brand merchants on shelves increased by more than 177% year-on-year. The growth rate of heatstroke prevention and cooling appliances was obvious, among which GMV of fan category increased by 44% year-on-year, and GMV of home appliance sets increased by 62% year-on-year.
From the current data of various platforms, the home furnishing category has become the performance dark horse of the "618" consumption season, with rapid growth in product sales, showing an important boost to the consumer market, showing some behavioral characteristics and consumption trends-
01
The pursuit of smart, environmentally friendly and other lifestyles is becoming increasingly obvious
From the transaction situation of different categories on various platforms, smart and environmentally friendly home furnishing products performed particularly well during the 618 period. Among them, the transaction volume of embedded steam oven all-in-one machine, ultra-thin flush-mounted range hood, smart wall-mounted toilet, smart leather art bed, smart shower, etc. exceeded 100% year-on-year. The sales growth of green home appliances is also significant. When choosing home appliances and home furnishing products, the search volume of keywords such as "first-class energy efficiency, energy saving, and formaldehyde-free" continues to rise.
02
Platforms from "playing methods" to "competing services"
During this shopping spree, the platform's focus is not only on timeliness and gameplay, but also on logistics, after-sales and other service guarantees. In order to improve the shopping experience, Tmall Home Service launched next-day delivery and "quasi-fashion" 4-hour door-to-door service, covering five cities including Hangzhou, Shanghai, Hefei, Chengdu and Zhengzhou. In addition, Tmall Home Furnishing's free delivery service has covered 366 cities across the country, including 18 categories such as sofas, beds, desks, wardrobes, and dining tables; JD.com brings multiple home service guarantees such as 180-day replacement without repair and double compensation for expensive purchases.
03
Trading in old for new revitalizes consumption momentum
Combined with the new policy of trading in old for new consumption, major platforms and brands have launched subsidies and services for trading in old for new, which effectively stimulated consumers' enthusiasm for buying, especially in the field of home appliances and furniture, where the number of orders for trading in old machines for new ones has increased significantly. This is also the most significant feature of this year's 618.
During the 618 shopping festival this year, Tmall launched a special subsidy of 200 million yuan to stimulate the trend of exchanging old products for new ones. Within 4 hours of the launch of the sale, the number of trade-in orders increased by more than 710% year-on-year; JD.com offered a discount of up to 20% for trade-in, and also provided subsidies for trade-in of home appliances and home furnishings, including but not limited to; Easyhome and Taotian Group launched omni-channel marketing, launched exclusive preferential policies for trade-in brands and special subsidies for shopping malls; Red Star Macalline used Tmall as its main platform to carry out trade-in upgrades and special subsidies for shopping malls to attract consumers' attention.
Learn more:Livingroom set,Coffee Tabels And Chairs,Dining room set,Bedroom set,Luxury Sofas,Home office
