The integration of online and offline has accelerated, and the sales of upgraded products have grown rapidly
Consumption Highlights Through "618" (Economic Focus)
Since the beginning of this year, due to the impact of factors such as the new crown pneumonia epidemic, the consumer market has experienced certain fluctuations.
In this context, whether the annual "618" can continue to deliver brilliant transcripts has become the common concern of many consumers and businesses.
Judging from the transaction data of "618", the sales of many platforms have maintained a growth trend, especially the sales of upgraded products.
Online and offline consumption has recovered steadily, highlighting consumption resilience and potential
At 8 pm on June 17th, JD.com "618" ushered in a consumption boom. Within 10 minutes, the turnover of many stores exceeded 100 million yuan, and the turnover of complete sets of home appliances increased by more than 400% year-on-year. The cumulative amount of orders placed by JD.com "618" was finally Reached 379.3 billion yuan; during the "618" period, the consumption of all categories on the Pinduoduo platform ushered in a significant rebound, and the overall sales of daily chemicals increased by 110% year-on-year.
According to data from Vipshop, in the mid-year sale before "618", the sales of various small household appliances doubled. achieved a rapid growth of 436%.
Data from the Suning.com platform shows that during the "618" period, the sales of high-end home appliances above 10,000 yuan increased by 37% year-on-year. Among them, high-end products such as game TVs, large-capacity double-door refrigerators, and health sterilization washing-drying machines achieved rapid growth. The year-on-year increases were 87%, 65% and 47% respectively.
Online consumption continues to be active, and offline "fireworks" are also returning.
According to the data of Intime Department Store, under the double benefits of the government's promotion of consumption and shopping mall marketing activities, during the "618" period, the shopping mall ushered in the peak passenger flow in the second quarter, and the volume of express orders also increased by more than 50% year-on-year. The sales of each brand increased by more than 30%.
"'618' spans several festivals such as Children's Day and Dragon Boat Festival, and it is also an important period of seasonal change. Under the superposition of multiple factors, the consumption power will be released." The relevant person in charge of Intime Department Store introduced that children's clothing, toys, whitening, sun protection, The sales performance of categories such as summer clothing and outdoor travel was particularly impressive.
In Suning.com stores, this year's "618" saw a year-on-year increase of 103% in the purchase of home appliances over RMB 70,000, and orders for purchases over RMB 300,000 tripled year-on-year.
"618" online and offline consumption has recovered steadily, highlighting the resilience and potential of my country's consumption.
Data released by the National Bureau of Statistics shows that with the overall improvement of domestic epidemic prevention and control, the orderly restoration of production and living order, and the vitality of the consumer market has gradually recovered.
In May, the total retail sales of consumer goods exceeded 3.3 trillion yuan, a year-on-year decrease of 6.7%, 4.4 percentage points lower than that in April.
The sales growth of upgraded commodities is fast, and the consumption upgrade trend has not changed
This year's "618", quality is still the key word.
New products with high quality and high appearance are popular with consumers.
During the "618" period, the turnover of Jinyan'er in Jingdong Supermarket increased by 18 times year-on-year, and the turnover of organic milk powder and organic zero-complementary food increased by 100% year-on-year.
According to the "2022 Tmall 618 New Consumption Trends" released by Tmall, sophistication and intelligence have become new trends in the consumption of contemporary young people's home life.
As young people increasingly pursue a sense of ritual and delicacy in life, dishwashers, smart toilets and gaming chairs have become the "three new items" for some families.
Vipshop platform data shows that healthy consumer demand has performed well.
Since June, the sales of fruit and vegetable washing machines have exploded by 8 times year-on-year, and the year-on-year sales of products of Dongling, Haier and other brands have increased by more than 12 times.
The salt-free and oil-free air fryer has become a "net celebrity" among small household appliances, and its sales have doubled year-on-year since the mid-year special sale festival.
From the "618" data, it can be seen that the consumption of Chinese residents has changed from focusing on the satisfaction of quantity to pursuing the improvement of quality, from focusing on commodity consumption to paying equal attention to commodity and service consumption, and from imitation to personalization and diversification.
According to data released by the National Bureau of Statistics, in May this year, sales of over 80% of goods above designated size improved.
From the perspective of commodity categories, among the retail sales of units above designated size in May, over 80% of the retail sales of goods by category value were better than in April, and half of the retail sales of goods by category value achieved growth.
Among them, the retail sales of some consumption-upgraded commodities improved.
In May, the decline in retail sales of cosmetics, gold and silver jewelry, sports and entertainment supplies, cultural office supplies, and communication equipment in units above designated size narrowed by 11.3, 11.2, 11.8, 1.5 and 14.1 percentage points respectively compared with April.
Jing Linbo, president of the Chinese Academy of Social Sciences Evaluation, said that due to the impact of the epidemic and other factors, the growth of the consumer market has been suppressed to a certain extent, but the scale of Chinese residents' consumption has expanded and the consumption structure has not changed.
As the impact of the epidemic is gradually brought under control, and various policies and measures to promote consumption have taken effect, it is expected that consumption will continue to recover in the later period.
New models and new formats are booming, creating new growth points for consumption
This year's "618", shoes and boots brand Wanmi's customized products have been launched on the e-commerce platform one after another.
"Through big data to gain insight into user needs and guide product style and color design, it has become the secret to attracting young consumers." said the person in charge of the Wanmi brand.
More than 500 catties of fungus, more than 4,000 catties of potato noodles, more than 1,000 bottles of Ganoderma lucidum spore powder, and 2,000 orders of urax insoles and mattresses... Brothers and sisters born in the 1980s, Xu Xilai and Cai Jia from Jiaohe City, Jilin, were busy every day during the "618" period With live broadcast and package delivery, the sales of the past month have been sold in just a few days.
This year's "618", the farmer anchors on the Tmall platform have been welcomed by many consumers, with an average of nearly 10,000 original live broadcasts per day.
The number of county-level agricultural products traded in the live broadcast room has increased by nearly 50% year-on-year, and the live broadcast rooms of fellow villagers have also become more popular because of "618".
At present, new formats, new models and new scenarios are emerging in my country's consumer market. Traditional commercial enterprises are accelerating their digital and intelligent transformation, and online and offline consumption is accelerating their integration, which has not only become an important engine of economic growth, but also facilitated the daily life of ordinary people.
Zhang Jixing, deputy director of the Market Research Department of the Research Institute of the China Council for the Promotion of International Trade, believes that the rapid development of new business forms and new models such as "Internet + circulation" has strongly supported the improvement of residents' consumption, market supply and people's livelihood.
It is necessary to further encourage commerce and trade circulation enterprises to use modern information technologies such as cloud computing, big data, the Internet of Things, and mobile Internet to speed up digitalization, intelligent transformation and cross-border integration development, accelerate innovation in commerce and trade circulation, and better help consumption improve quality and expand capacity.
Our reporter Wang Ke