At 0:00 on June 16th, Tmall 618 entered the sprint stage. Tmall consumer electronics started rapid growth, breaking the entire day of last year's transaction in only 7 hours and 15 minutes. In the first hour, mobile phones increased by 600% year-on-year, drones increased by 800% year-on-year, and smart security categories increased by 1500% year-on-year;
There was a growth competition between brands. In the first hour, Huawei, Apple, vivo, and Honor increased by 1200%, 830%, 470%, and 356% respectively; in only 30 seconds, Cobos’ sales exceeded last year’s total. Days; within 5 minutes, brands such as Shark, Deschmann, Airmate, SKG and Huawei's official flags competed to break last year's all-day deal.
From the perspective of consumption trends, more and more young people learn to "be lazy with intelligence" and choose to use robots for housework. On June 16, data from the sprint stage of Tmall 618 showed that the growth rate of smart security categories and smart home categories was strong, exceeding 1500% and 110% respectively in the first hour. Among them, sweeping robots, fingerprint locks, portable juicers, etc. The average sales volume of “hands-on” products exceeded 10,000 units, of which the post-90s accounted for more than 40%.
On the surface, they are lazy, but in fact, young people choose to use technology to free their hands and live a better life, "carefully cook, intelligently wash dishes", "carefully travel, and intelligently watch the house". In the first hour of June 16, smart locks surpassed the entire day of last year's transactions in 1 minute, and garbage disposal exceeded the entire day of last year in 3 minutes. Fruit and vegetable washing machines increased by nearly 900% year-on-year in the first hour. Become the new main force in housework.
Over 700 million monthly active users may become potential users of the brand on the Tmall platform, continuously contributing to the evaluation of innovative products. Many big names in the manufacturing industry refer to Tmall user reviews when developing new products. Tmall is also using crowd insight, IoT, AI technology and other capabilities to output, and upstream manufacturers to explore potential categories to increase the success rate of listing.
As the number one platform leading the growth of the brand, Tmall will cooperate with brand merchants to incubate new products at key consumption nodes such as Double 11 and 618 every year. These new products can often become phenomenal products for consumption upgrades in the next three years. Three years ago, dishwashers, electric toothbrushes, and sweeping robots incubated by Tmall in conjunction with merchants have now become the "new three things" in the consumption upgrade of household appliances.