As the "Double Eleven" promotion approaches, Suning.com has recently launched cooperation and mobilization with leading domestic home appliance brands to clarify the rhythm and strategy. On October 12, Suning.com and Midea held the 8th National Mobilization Meeting of Midea's "New Brand Change Day" at the Suning.com headquarters in Nanjing, and will prepare for the "Double Eleven" promotion from now on. At the
mobilization meeting, Midea China President Berlin said that Suning.com is Midea's most leading partner, and the two parties will continue to increase their cooperation efforts by taking the opportunity of the Double Eleven promotion and new brand exchange day. In 2023, the two sides will continue to increase product and promotion investment, promote product focus, channel focus and activity focus, and increase market share while better meeting consumer needs.
It is reported that the activities of both parties will focus on the " Green Electric Action· Cross-product replacement and one-stop purchase". During the event, Suning.com and Midea will comprehensively benefit consumers by creating offline boutique tours, issuing green new coupons, first launch of new products, purchasing machines and cars, and purchasing a full purchase return, and leveraging the largest consumption boom this year.
In response to the trend of green and intelligent consumption of home appliances, the two sides will create 20 outdoor display activities of "Beautiful Green and New China Tour" theme across the country, which will integrate product demonstrations in various categories, new product launches and tasting meetings, etc. to allow more consumers to improve their offline consumption experience.
In order to meet the growing demand for home improvement bureau renovation, both parties will launch local transformation services in 71 core cities during the event, and will focus on the four major family scenarios to provide a series of services. It is reported that the transformation and installation services of dishwasher, integrated stove/sink, embedded oven will be provided for kitchen scenes, washing and drying set purchase and installation services will be provided for balcony scenes, duct machine transformation and installation services will be provided for living room scenes, and the purchase leader series central air conditioner delivery 3D windless panel service will be provided for the whole house scenes.
, and many new Midea products covering various large appliance categories will also be launched on Suning.com during the event, including COLMO AVANT XJIANT series air conditioners, COMLO Star PRO series washing machines, Midea Living Water XQ series water heater and X10 Pro floor washing machine, etc., to fully meet the needs of domestic consumers for new replacement.
In addition, both parties will also focus on exchanging old, rebate full purchase and replacement subsidies. During the event, both parties will issue green new coupons nationwide. After receiving the coupons, consumers can directly deduct the coupons when purchasing the machine in Suning.com stores. The validity period for issuance and use is from October 1st to December 31st. The purchase of the package covers eight categories, including air conditioning, washing machine, refrigerator, water heater, kitchen appliances, water purification, household appliances, and central integration, with a maximum of 6,888 yuan.
Since this year, Midea's full range of products have maintained a rapid growth trend in Suning.com channels. Midea's high-end brand represented by COLMO has continued to drive the increase in market share thanks to its excellent consumer experience. From January to October this year, COLMO air conditioners' sales in Suning.com's online and offline channels increased by 94% year-on-year. In August, Suning.com and Midea jointly created the first "Suning.com & Midea Brand Festival". Data shows that during the Brand Festival, Midea's full-category products were popular among consumers in Suning.com's channel, with sales increasing by 31% year-on-year.
Suning.com Group President Ren Jun emphasized that Suning.com and Midea will always focus on retail, optimize the system cooperation mechanism from multiple aspects such as store, products, and promotion to create a zero-supply cooperation model. Both sides will also continue to adhere to product and user orientation and explore new development momentum.
It is understood that with the start of the "Double Eleven" preparation boom, Suning.com will hold cooperation meetings with more leading brands in the near future and continue to invest more resources in this year's big promotion.
