With various major platforms adjusting their sales pace one after another, the 618 war has fully shifted to May.
On June 17th, the consumer research institution Lijing released its observation on the 618 consumer electronics industry. According to data from the Mirror Insight institution, the sales growth rate of household appliances on Taobao and Tmall platforms reached 74.2% in May, with a market share of 49%, ranking first across the entire network and significantly ahead of other platforms.
As reported publicly, the speed at which household appliance brands reach a sales volume of 100 million yuan during this year's Tmall 618 has been getting faster. Within the first hour of sales, brands such as Haier, Gree, Midea, TCL, Xiaomi, and Little Swan all had sales exceeding 100 million yuan.
It is worth noting that this growth trend is still continuing. As of 9pm on May 31st, the "billion yuan club" brand list released by Tmall platform showed that household appliance brands such as Midea, Haier, and Gree occupy a significant portion of the market share.
Under the increasingly rational consumption environment, the sales pattern of the household appliance industry, with high unit prices and heavy service experiences, is shifting from traditional self-operated retail platforms to brand direct stores as the main battlefields for explosive growth. The significant impact of platform's large-scale subsidy and perfect service system on transaction volume and price in the household appliance industry is evident.
As reported publicly, before the start of the 618 promotion, Tmall announced an additional subsidy of 200 million yuan specifically for old-for-new trade-ins. Within the first four hours of sales, orders for old-for-new trade-ins on Tmall grew by over 710% YoY, driving the air conditioner category to record sales exceeding 1 billion yuan.
In addition, as the edition of Tmall 618 with the highest investment, Tmall offered an additional 15 billion yuan in red envelopes, while 88VIP invested billions to offer coupons and vouchers for the household appliance category. Taobao also cooperated with over 100 digital and household appliance brands to offer a big "Family Bucket" package at low prices, with household brands such as Dyson, Panasonic, Midea, and Tefal all joining at a price below 888 yuan.
The subsidies also flowed to president's livestream rooms that emphasize service experience. During this year's 618 promotion, 180 industry leaders from household appliances, home decoration and home furnishing went live on Tmall, setting the record for the highest number of leaders going live in the same period of history. Within the first four hours of sales, five household appliance brands, including Haier, Gree, Midea, Little Swan, and TCL, had sales exceeding 100 million yuan in their livestream rooms, driving the industry's voice and sales to grow in both directions.