On November 1, Suning.com released the "Double Eleven Consumption Trend Report". During the first round of Double Eleven, Suning.com home appliances and home decoration consumption advantages appeared. The sales of green and energy-saving home appliances in offline stores increased by 126% month-on-month, and sales of high-end home appliances above RMB 10,000 yuan increased by 137% month-on-month, and sales of Chinese goods and home appliance brands accounted for more than 60% of the year. In the field of "home consumption", one-stop home purchases and live shopping have become the mainstream consumption trend, and new demands such as national trend intelligent manufacturing, green energy conservation, cold resistance and warmth, fitness and entertainment have become new labels for Double Eleven shopping.
Double Eleven Promotion combined with the rise in home decoration demand in the fourth quarter, home appliances and home furnishing products usher in a wave of renewal, among which "national trend intelligent manufacturing" has become the pioneer force in quality consumption upgrading. Suning.com offline data shows that during the good start of Double Eleven, quality and intelligent home appliances were sold, with sales of high-end home appliances above RMB 10,000 to 10,000 yuan increasing month-on-month, and sales of smart home appliances increased by 143% month-on-month, with sales of Chinese home appliance brands accounting for more than 60%. Laser TV , zero-embedded refrigerators, micro-steam washing and drying machines and other new trends of home appliances grew rapidly, with sales growth of 111%, 117%, and 121% respectively on a month-on-month basis. Midea, Haier , Hisense , boss, Fangtai , Skyworth has become the most popular TOP domestic home appliance brands. In addition, during Double Eleven, Suning.com also created a live broadcast base, joined hands with the top 100 home appliance and home furnishing brands, and launched more than 100 live broadcasts at 19:00 on October 31, bringing consumers a more professional and intuitive live broadcast experience. While
home appliances are selling well, it also drives the popularity of home decoration and home furnishing categories. Suning.com’s offline home appliances and home decoration purchase orders increased by 211% month-on-month. On Suning.com platform, the top 10 domestic home decoration and home furnishing brands are Xilinmen , Zhihuashi, Hansgrohe , Leishi, Jiumu , Yalan , Bull , Quanyou, Lin's, Aiguole . Among them, in a single day of a good start, Hansgrohe's self-operated flagship store sales of increased by 812% year-on-year, and smart toilet lid sales increased by 2.5 times year-on-year.
In the second half of this year, measures to promote green and energy-saving home appliances in various places have continued to be implemented, and the low-carbon and environmentally friendly consumption concept has become the "main theme" of Double Eleven. During Double Eleven, Suning.com took the opportunity of Beijing, Shanghai, Shenzhen and other places to carry out consumer-promoting activities such as home appliance consumption subsidies, and joined hands with brand manufacturers such as Midea, Haier, Hisense, Boss, Fangtai, Skyworth, TCL, etc. to increase the multiple subsidies of "government, enterprise, factory and bank" to help "home consumption" upgrade green. According to Suning.com data, during the good start of Double Eleven, Suning.com's one-stop orders for old-new orders in stores across the country increased by 122% month-on-month, and sales of green and energy-saving home appliances increased by 126% month-on-month, of which the sales of energy-saving water heaters increased by 131% month-on-month.
Since the beginning of winter, consumers' demand for shopping at home has surged due to factors such as the recent outbreak of the epidemic and the "big plunge" in temperatures in many places. On Double Eleven this year, Suning.com and Meituan reached a strategic cooperation on . More than 600 stores across the country entered Meituan. As of November 1, Suning.com's orders on the Meituan platform exceeded 45,000 orders, and vivo Y76S, iPad 9th generation, Huawei P50 Pro, Honor 70, and Lenovo R9000P have become the most popular "digital takeaway" among consumers.
At the same time, the home economy has further driven the popularity of "cloud health" and "cloud entertainment" products such as home sports, fitness, and audio and video games. Suning.com data platform shows that during the good start of Double Eleven, sales of smart treadmills increased by 171% year-on-year, and sales of dynamic bicycles increased by 92% year-on-year. The upcoming World Cup "football fever" also drove sales of large-screen TVs above 75-inches to increase by 96% year-on-year and projector sales to increase by 54% year-on-year. In addition, with the arrival of cold air, the sales of anti-cold heating equipment, data shows that the sales of heaters on Suning.com platform increased by 3807% month-on-month, sales of heating tables increased by 320% month-on-month, and sales of electric steamer increased by 40% month-on-month.
During the good start of Double Eleven, Suning.com platform digital products ushered in an explosion, with the number of buyers increasing by 160% compared with 818, the GMV of tablet computers increased by 95% year-on-year, the conversion rate of electronic and electronic education categories increased by 176% year-on-year, the number of buyers of smart wearable products increased by 155% year-on-year, the GMV of AirPods Pro (second generation) increased by 266% month-on-month, the GMV of Huawei Bracelet 7 (standard version) increased by 1315% month-on-month, and the number of buyers of Xiaotiancai telephone watches increased by 550% year-on-year.
