The annual 618 e-commerce festival finally ushered in the best part today. As the first peak season for e-commerce since 2020, many consumers have been rubbing their hands in May, waiting to take down the new phone in one fell swoop. The nerves of various mobile phone manufacturers are even more tense, and the struggle between brands is extremely fierce. JD.com, Tmall, SUNING, pinduoduo and other e-commerce platforms have also joined the war, hoping to seize the opportunity of a rebound in consumption, which can be called the most luxurious lineup in history.
Judging from the current public war reports, consumers' willingness to spend is still high. According to Tmall and JD.com, the GMV of the two major domestic e-commerce platforms on the first day of the 618th e-commerce festival increased by 50 per cent and 74 per cent respectively compared with the same period last year. After entering the 618th day, JD.com 's peak user visits per second increased by 152% compared with the same period last year, and a large number of stores broke last year's all-day sales record in the wee hours of the morning.
After the eye-catching achievements, many consumers may have such questions: in this promotion war, which brands of products are generally favored by consumers? Which manufacturers have successfully seized the opportunity to become the king of this year's 618?
Mobile phones: Apple is still strong, domestic phones hit a new high
As a traditional promotion of the annual 618 Shopping Festival, mobile phones have always been the core hardware for major manufacturers to promote discounts, especially this year: after the impact of the epidemic dissipated, the domestic mobile phone market quickly revived, with shipments rising 27% in the first quarter compared with the same period last year. In this context, major mobile phone brands hope to strike while the iron is hot and make up for the losses caused by the epidemic last year through the sales of 618 promotions.
From the point of view of the single category, Apple successfully won the position of the best single product sales with the iPhone 12. Not only that, iPhone 11 is also strong today, to the third place in the overall list of sales. In the past two years, Apple has begun to participate in domestic e-commerce promotions frequently, and the concessions are getting stronger and stronger, which shows that foreign mobile phone manufacturers are paying more and more attention to the Chinese market.
For example, last year, the 618 focus iPhone 11 offered a discount of up to 500 yuan at Tmall and JD.com Mall. This year, the 618 iPhone iPhone 12 has dropped 1400 yuan in Tmall and JD.com Mall, while the iPhone 11 has dropped as low as 3799 yuan. Fuelled by Apple and major e-commerce platforms, the previous sales of iPhone 11 and iPhone 12 gave Apple the undisputed top spot in single product sales and sales.
On the other hand, domestic mobile phone brands are also making rapid progress. According to JD.com 's data, the turnover of realme's true self and iQOO increased more than six times year-on-year in the 15 minutes before this year's e-commerce festival. According to the True self War report data: as of 9: 00 a.m. on June 16, realme Real self has achieved its goal of selling millions, and its true self Q3 ranks third on the list. The rise of domestic emerging brands can bring competitive pressure to other manufacturers, so as to bring consumers more texture and more cost-effective products.
Although other domestic manufacturers are doing very well, the biggest winner of this year's 618 still depends on Xiaomi. During the period of June 18 this year, Xiaomi JD.com ranked second in sales and second in sales, making it the best performance among domestic manufacturers. It is worth noting that, unlike other domestic manufacturers at the forefront of the list, while the high-end Xiaomi 10s and Xiaomi 11 flagship products have performed well, red rice has entered the top five on the list of unit sales by virtue of performance-to-price ratios such as Redmi K40 and Redmi 9A. The high and low end of the market on both sides of the trend, so that consumers feel the product power of Xiaomi.
Finally, from the list of items, the domestic market has basically popularized 5G mobile phones. Eleven products in the top 15 on the list support 5G, including 5G affordable phones such as the real me Q3, Redmi Note 10 and iQOO Z3, which sell for less than 1500 yuan. We are not far from the era of 100 yuan fully 5G phones. On the other hand, we will find that 4G phones still have a lot of influence, with four 4G phones in the top ten. The hot sale of iPhone 11 shows that as long as the price is in place, consumers don't seem to care much about the difference between 4G and 5G.
Computer: PC market is in the doldrums, game books hit a new high
This year's PC industry, on the whole, is relatively depressed. In the DIY market, although Nvidia and AMD released new graphics cards last year, the prices of graphics cards, memory and even hard drives were snapped up because of the mining boom and the epidemic. Even to the 618 e-commerce day, the prices of most goods still do not return to a normal base, so the desire of players is not strong.
By contrast, the notebook market, which has been in the doldrums for years, is now almost fully recovering because of the need for telecommuting and online classes between outbreaks. Judging from the list, as the leader of the traditional computer industry, Lenovo is still as stable as Mount Tai. From the lightweight flagship small new Pro series, the small new Air series that focuses on the frivolous middle end, the ThinkBook series that focuses on business frivolity, and the Yoga series that focuses on creative ability, these lightweight books basically occupy the front row of notebooks.
As a traditional big company, Lenovo originally had many advantages over emerging manufacturers in design, supply, performance, and after-sales, but the online strategy that began to change actively last year matched the needs of consumers, directly creating Lenovo's absolute king position in the 618 computer market.
On the other hand, according to JD.com 's war report, the turnover of high-end games this year increased by as much as 400% compared with the same period last year, while the turnover of e-sports routers, mechanical keyboards and other peripherals that gamers must have also increased well. According to Xiao Lei's analysis, there are two main reasons for this. First of all, the PC market is very chaotic this year, with a serious premium for various accessories, and even the price of a single graphics card is comparable to that of a laptop. Second, this year's mobile RTX 3060 graphics card has an excellent performance, even surpassing the desktop RTX 3060, which is why players have chosen to buy high-end game books.
TV: new technologies emerge one after another, and game TV has become a new trend.
After rising panel prices, shortage of chips and rising prices of raw materials, the price of televisions this year is not as fragrant as in previous years. Even so, in order to buy the best time of the year, many people choose to buy new televisions, and sales of all kinds of televisions soar.
Judging from the list of unit sales, Xiaomi TV has performed well in this promotion. In the past two years, Xiaomi has successively launched a number of high-end products such as Xiaomi TV Master 65 ", Xiaomi TV Master 82" and other high-end products, which has achieved a good market reputation. The original products in today's generally rising prices of the market situation, the performance-to-price ratio is particularly prominent. As a result, Xiaomi TV successfully won the first place in sales and sales of JD.com platform, and the sales amount of the whole platform exceeded 1.7 billion yuan. Large-scale cost-effective TV and Xiaomi ecology are still Xiaomi's traditional advantages.
At the same time, the major traditional manufacturers also have a good performance this year. Skyworth specially launched Skyworth A5 Pro series for this mid-year promotion, which is very good in terms of price and product configuration, and has always carried out Skyworth's concept of "bringing offline TV experience to online" in recent years. In addition, many large traditional home appliance manufacturers have opened up an exclusive production line for JD.com to meet the different needs of consumers through the launch of multi-category televisions. In the future, there will be more and more cases of joint customization between the traditional home appliance industry and online.
In addition, according to JD.com 's statistics, the demand for game TV has greatly increased due to the impact of the sale of Bank of China's PS5 and Bank of China's Xbox Series Xswab S, with turnover exceeding that of the whole day of last year in the first five minutes. Although the price of low-end entry-level TV has increased significantly this year, the price of game TV is tending to be parity. According to the current market, taking advantage of 618 is probably the best choice.
Summary
Compared with previous years, the best part of this year's 618 seems to be much more low-key. There is no on-time carnival, no naked announced sales, no variety of social games, replaced by the calm of the moments, as well as the consumption trend and growth rate announced by the e-commerce platform. No wonder netizens will tease that this year's 618 has no sense of existence at all.
Xiao Lei believes that there are two reasons why this will happen this year. First of all, because various e-commerce platforms began to prepare for war early, leading to this year's 618 promotion of nearly 20 days, the longer and longer promotion cycle, so that consumer excitement gradually watered down. Second, due to the state regulation of e-commerce platforms this year, various e-commerce platforms are trying to play down social game. without the viral social communication in previous years, they naturally lack the fanatical atmosphere of previous years.
Too complex is constantly discouraging consumers, no one wants to waste time on social interaction to collect discounts before buying goods, and the platform has changed its tricks and consumer practices are out of date. At present, it seems that improving the user experience, streamlining the game play and shortening the promotion time may become the change direction of the 618 game in the future. Through VR shopping, live e-commerce, to bring consumers a new interactive shopping experience, can stimulate the desire to buy. Streamlining the way of playing games and shortening the duration of sales promotion can reduce the consumption pressure of users and let consumer demand break out in concentration.