New retail boosts new manufacturing Tmall double 11 "100 million clubs" highlights the new pattern of home appliance industry
Near the Tmall Double 11, iPhoneX will be scheduled to open at the Apple Tmall official flagship store. Tmall is the first platform for home appliance industry. In 2016, dozens of brands including Apple, Xiaomi, Midea and Haier have exceeded 100 million yuan in single-day sales. The peak of last year has become the norm for many brands this year.
Tmall transformed from a platform channel provider to an industry solution provider, grasping consumer demand through Tmall Big Data, and then promoting "new manufacturing" with "new retail", which is providing inexhaustible driving force for the rapid development of home appliance home brands.
Not only household appliances and homes, according to incomplete statistics, including clothing and apparel, food fast-dissipation, last year, there were 94 brands entering the Tmall "100 million clubs", and this year is expected to have a large number of brands to join. This is no longer based on channels and traffic, but the brand's new restructuring of the brand system, marketing channels, supply network and industrial structure with Tmall's new retail infrastructure.
[Subtitle] One day breaks billion and becomes the norm of many brands
On April 11th, 2017, Haier Tmall Super Brand launched the “Future Store†virtual shopping in the whole scene. The single-day sales exceeded 100 million, a year-on-year increase of 375%.
On May 9, 2017, Xiaomi Tmall Super Brand Day, Xiaomi sold a total of 100,000 mobile phones, and the sales amount in 20 minutes was over 100 million.
On June 1 this year, the five major brands of Midea, Haier, Apple, Oaks and Gree broke through 100 million in Tmall.
(Haier Tmall Super Brand Day, created "Future Store")
These performances rely on the empowerment of Tmall's new retail. One of the commonalities of the members of the "100 million yuan clubs" of home appliances is to reverse the supply chain upgrade from the sales side, from the large-scale manufacturing in the past to the new user-centered manufacturing transformation.
A typical case is that with the big data of Tmall, Haier washing machine achieves grade growth. At the end of 2015, according to the regular pace of market development, washing machine manufacturers generally rated the product on the 9KG capacity, and it is too early to think that the layout of 10KG capacity washing machine. However, Haier found through Tmall Big Data that with the increase of the second-child family, the cleaning of large items such as curtains and four-piece households has a pain point, and there is a market gap in large-capacity washing machines.
So Haier took the lead in developing a 10KG washing machine. In 2016, the double 11 Haier 10KG inverter drum automatic washing machine was exclusively sold in Tmall. After the debut, more than 20,000 washing machines were sold out, and since then, the single item has been stable in the top three of the Tmall washing machine industry. Under the line, it has become a hot product that major manufacturers are competing to launch.
Haier's financial report data shows that at present, the proportion of customer-related mass customization is 52%.
[Subtitle] New retail boosts new manufacturing Tmall to lead home appliances upgrade
In the first seven months of this year, Midea has achieved a single channel sales of over 10 billion in Tmall. Among them, Tmall big data predicts consumption is also indispensable.
(Beautiful Tmall Super Brand Day builds "Mideahouse")
As early as 2000, Midea’s first dishwasher was put into production, but because of the immature consumer market and high cost, the US dishwasher with a penetration rate of 70% in foreign countries is less than 1% in the domestic market. Year "cold bench".
At the beginning of 2016, Chinese tableware cleaning, drying, storage, and intelligentization have become the evaluation words frequently mentioned by Tmall users. According to this trend, in 2016 Tmall Double 11, Midea launched a dishwasher suitable for domestic consumers, selling more than 8,000 units that day, setting a record for the highest single-day sales of dishwashers. Later, the dishwasher triggered many brands in the industry to follow suit and become a popular consumer upgrade item.
German research institute GFK released the "China Digital Home Appliances Trend Report for the First Half of 2017", pointing out that intelligent customization is the main force supporting the rapid growth of online platforms, and Tmall has become the first to lead the structural upgrade of home appliances. platform. In the first half of 2017, the growth rate of Tesco's large-capacity washing machines, multi-door refrigerators, and 55-inch large-screen TVs reached twice the overall online growth rate.
Tmall's new retail promotes new home appliance manufacturing, which has spawned a new home appliance industry. This year, Tmall double 11, the online and offline linkage mode is more mature, will bring a new scene of deeper and richer industrial upgrading for home appliance home brands, which brands will join the "100 million clubs", it is worth looking forward to.
(Editor: Cao Yanyan HA008)
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