"Science and Technology Board Daily" November 13 (Reporter Tang Zhixiao) From the perspective of the Double 11 sales trend of home appliances 3C this year, "national subsidy" becameImportant keywords throughout the entire shopping festival.
Taobao said that as of the 00:00 on November 11, Taobaos "10 billion super subsidy" order exceeded 150 million, the number of orders increased by 50%year -on -year; driving home appliances and audio -visualsDigital, beauty, protection, clothing, sports outdoor, home improvement and other industries have doubled the increase in turnover, and exceeding 100 big -name explosive products have exceeded 100 million.
"Replace the new" overlap "Double Eleven", cleaning appliances become the fastest category in home appliances: Classification of flooring robotics as an example, according to Ovi Cloud data, showing thatIn September, the industry growth rate was 23.7%, and in October, as of the 13th, the industry growth rate was 230%.
In comparison, the monitoring data released by Aowei Cloud on November 7 shows that 41-43 weeks of 2024 (October 7th-October 27th)Color TV, air conditioning, refrigerator cold cabinet, washing (dry) clothing machine, water heater, hood, gas stove, seven online market retail volume, retail sales, and average prices increased by 80.1%, 132.1%, and 28.9%year -on -year, respectively.
The reporter of "Science and Technology Board Daily" observed that this years Double Eleven mobile phone manufacturers have performed relatively low -key, and several major mainstream mobile phone brands have not compared their sales volume.Taking the Shenzhen area as an example, the subsidy of "replacement of the old" as an example. As of November 8th, consumers of offline stores mostly chose to "rush the start". Therefore, at the end of the promotion, the new machine basically did not have the situation of "one machine difficult".
The price of mobile phones, the sought after AI hardware
Recently, the major brands of the 3C digital industry have released a new generation of flagship models.Therefore, the new product starting drive brand transactions have exploded.
As of 00:00 on November 11th, Apple, Xiaomi, Huawei, OPPO, Sony, Fuji, DJI, Nintendo, Little Genius, Takuya, Takuya, etc.Digital brand transactions have exceeded 100 million; more than 1,100 brands such as vivo, IQOO, Machinery Revolution, and Stone have doubled year -on -year.
At the same time, the price increase of mobile phones has become a common phenomenon.
In an interview with the "Science and Technology Board Daily" reporter, Xu Qi, the president of the real Chinese region, said: "A lot of components on the supply chain are increasing, Including the storage chip and SOC, the larger the storage increase, the higher the storage chip of 512GB and 1TB, far higher than its previous cost differences.As an example, the Xiaomi 15 series mobile phone is priced at 4499 yuan. Compared with the price of 3999 yuan in the previous generation, the entry funds are allocated to 12+256GB, and the price of 200 yuan is increased.40 matching options.Since mid -October, Xiaomi House has begun to warm up and blindly.
The reporter of "Science and Technology Board Daily" visited the Xiaomi store in Shenzhen. Store sales told reporters: "The first week of the start was sold, and some colors were out of stock.It has been made up for a round of goods, and the stock is sufficient. Various colors of the entire series are available, but the diamond model has not yet arrived.The general manager Lu Weibing once said in the live broadcast that the sales volume of Xiaomi 15 series mobile phones has exceeded 1 million units, and the speed of this series of models exceeds one million.
Sales of the Honor Online Store tells reporters: "After the new Magic7 is listed, the price of the old Magic6 has been reduced by 700 yuan.And umbrellas and other gifts, so ask the old MAGIC6 series users to be relatively more.What kind of discounts, but the previous government subsidies are superimposed, the mobile phone can basically enjoy 10 % off, and it can be discounted at most 1,000 yuan.Shenzhens "replacement of old new" subsidies brought a certain passenger flow to offline stores, but because the subsidy only ended November 8, most consumers basically chose to "start the start".Less than a week after the new machine was launched, there was basically no "one machine" situation.Such as Honor, Xiaomi, OPPO, etc., on the second -hand trading platform, it has basically "broken".
There are also a handful of mobile phone brands released this years "Double Eleven" war report.Just Xiaomi, Honor, True, Meizu and Nubia released brand war reports.
Among them, Xiaomi omnisisons won 31.9 billion yuan in sales, setting a new record of Xiaomis promotion period;Honor officially announced that Honor Magic7 won the new mobile phone sales champion of Tmall, JD.com, Douyin, and Kuaishou Platform, and Honor Magic VS3 won the JD platform large folding mobile phone sales champion.
True I announced that GT7 Pro broke the historical record of all new products & amp; sales history, and the double 11 sales of the old GT6 increased by 177%over the previous generation.Especially at the price segment of 3,000 yuan, the total sales volume increased significantly from last year by 463%.
It is worth mentioning that by the widely used AI model, many people purchase technology electronic products with AI functions on their own, family or friends on the e -commerce platformEssence
According to JD.com, during the promotion period, the turnover of AI learning machine increased by more than 10 times year -on -year.The turnover of AI computers, AI mobile phones, AI key mouse, and AI speakers has increased by more than 100%year -on -year, and the turnover of AI smart glasses increased by 200%year -on -year .At the same time, consumer electronics with trendy technology is favored, and the turnover of game CPUs, headphones, and sports cameras increased by more than 100%year -on -year.
Under the "new replacement of the old", the incremental amount of cleaning appliances
Unlike the mobile phone "replace the old new" subsidy, subsidies for home appliances have continued to "Double Eleven"During the event.According to the Tmall platform data, as of the 00:00 on November 11, 139 brands such as Haier, Midea, Pursuing, Dyson, etc. have exceeded 100 million; Toshiba and other 9,600 brands have doubled.
Data provided by JD.com shows that 519 home appliances and home appliances such as power -saving and air conditioning, sweeping robot, dryer, zero hydraulic smart toilet, function sofa, etc.The year -on -year increase of more than 200%.
Star diagram data shows that during the "Double Eleven" shopping festival in China in 2024, the total sales of domestic appliances were 193 billion yuan, accounting for 16.3%.The first category is the first, a year -on -year increase of 26.5%.
The reporter learned from the Suning Tesco that the passenger flow of offline stores increased by more than 60%, and the new sales of new sales increased by 247%.Among them, air -conditioning, ice washing, and audiovisual growth have exceeded two times the new growth of the old replacement. Multi -brand categories have reached the peak of sales in the past five years.Among them, the sales of smart floor -to -floor robots, floor washing machines, and more than 13 sets of dishwashers increased by more than 200%, 87%, and 124%.
Live broadcasting e -commerce during the Double 11 period also played an important role in home appliance sales.For example, I have also launched a large number of preferential policies and actively responded to the national home appliance subsidy policy. It has selected a variety of home appliances including TV, refrigerator, washing machines, and superimposed "national supplements" discounts through "Double 11".There are more than 157,000 categories.
It is worth noting that although the cleaning appliances are not in the eight categories of the "National Supplement" (TV, air conditioning, refrigerator/cold cabinet, washing machine/dry clothing machine, computer, range hood, gas oligolesAmong the water heaters), many places have incorporated cleaning appliances into subsidies during the policy implementation process, such as new cleaning appliances such as floor -to -floor cleaning machines and floor washing machines.
The reporter of "Science and Technology Daily" visited the Sam member store in Shenzhen. Some salespersons told reporters: "Because there are sweeping machines and ground -washing machines in the subsidy list in Shenzhen, there are, there are, there are, someMany customers choose to place an order in the store, and then mail it back to my hometown.Consumers in counties and rural areas have been replaced with old -screen televisions to become new choices. 519 home appliances and home appliances and household products, including cleaning robots and dryers, increased by 200%year -on -year.
From October 14th to November 12th, in the cumulative list of clean appliances on the Jingdong Home Electronic Racing List, Cobos, Stone Heads, Pursuing, Cloud Whales,,, Cloud Whale, Cloud Whale, Cloud Whale, Cloud Whale, Cloud Whale, Cloud Whale, Cloud Whale, Cloud Whale, Cloud Whale, Cloud Whale, Cloud Whale, Cloud Whale, and CloudsThe top five are available.
Among them, Kobos exceeded 1.89 billion yuan during the omni -channel turnover during Double Eleven, an increase of more than 20%year -on -year;The channel GMV (total transaction) exceeded 2.1 billion yuan, an increase of over 100%year -on -year.
The president of Stone Technology, Quan Gang, publicly revealed before that the stone sweeping robot P20 Pro is sold out of stock, and the supply chain will mobilize resources to work overtime.When communicating with investors, Stone Technology said that in the domestic market, the Double 11 promotes the stimulus of the "national supplement" policy, and the sales of floor -to -floor robots have reached more than three times the first wave of sales.
"Science and Technology Board Daily" reporters observed that brands suchThe promotion of all -around scanning real estate products has a lot of discounts exceeding 20%.
In an interview with the reporter of the Science and Technology Board Daily, the founder of Ding Technology and the Observer of the home appliance industry said: "This years Double Eleven, the country is overlapping the country.In the case of replenishment, the entire home appliance market demand is strong.
