Moving the opening time 4 hours from 0:00 a.m. to "8:00 p.m." is arguably the biggest change in 11.11 this year, and consumers finally don't have to stay up late to shop. During the just-concluded 12.12 period, Jingdong Home Appliances continued to use "8 p.m." Consumers who gladly accept and are accustomed to shopping calmly in the golden file have once again proved that the "8 o'clock in the evening" of not staying up late has become a "new point" for consumption in the home appliance industry. In order to better enhance user satisfaction and happiness, during 12.12 this year, Jingdong also released the annual gold list and home appliance trend list, making it more convenient for consumers to renew their quality of life.
Less routines and more sincerity "8 p.m." to enhance the user's consumption experience
In the past, consumers often joked about themselves when they rushed to buy at promotional festivals: "Stay up the deepest night, buy the skin care instrument with the highest technology content, and then cure the eye bags and dark circles that grow due to staying up late after receiving the goods." Now 12.12 perfectly continues the "8 p.m." rhythm of 11.11, without having to stay up late to buy the home appliances of your choice in advance, which has been fully recognized by consumers.
In recent years, consumers have become more and more vocal about the promotion of festivals to "less routine, more sincerity". Today, which advocates "rational consumption and improved experience", high-quality shopping festivals need high-quality services, high-quality supplies and a more comfortable consumer experience. Some consumers said that it should have been changed to "8 p.m." In the past, the eye-catching routine had to make us stay up late or set an alarm clock to snap up, and the experience was very bad. Now this kind of "8 o'clock in the evening" of not staying up late, not grabbing, and not waiting is to benefit consumers.
Whether it is consumers, manufacturers participating in promotional activities or even the entire home appliance industry have long been aware of the drawbacks of "0 point rush". But on the one hand, the traditional thinking of 11.11 is deeply rooted, on the other hand, consumers and manufacturers lack the ability to change the rules, and can only silently endure pain points and imperfect rules.
After years of development in the home appliance industry, the number of people who pay attention to rational consumption has increased year by year, and the "8 p.m." finally broke the 0 o'clock rush cycle. From staying up late at 0 o'clock to "8 p.m." healthy shopping, these 4 hours are the "liberation" of the retail platform for the majority of consumers in time and energy, effectively alleviating the bad shopping experience that everyone once passively stayed up late, impulsive consumption, and delayed receipt, and greatly enhanced people's consumption and life happiness.
Facts have proved that only by adhering to the core of consumer experience and happiness can we completely stimulate consumers' shopping passion. During the 11.11 period this year, data showed that more than 50 million families chose to shop at Jingdong Home Appliances, and the turnover increased by as much as 50% year-on-year. Just concluded 12.12, Jingdong Home Appliances also created a number of sales records with domestic and foreign manufacturers. It is believed that the "8 pm" that does not stay up late will be copied to the promotional festivals throughout the year, so that domestic consumers can enjoy shopping more easily and comfortably.
Jingdong Gold List and Home Appliance Trend List make it more convenient to renovate home appliances
At present, China's home appliance market has transitioned from the early stage of incremental market to today's new era of stock market. Consumer demand has shifted from simply purchasing to meet functional needs to new high-quality living needs. 5G, AI, 4K/8K, and healthy sterilization technology have been integrated into the application scenarios of emerging home appliances as never before. The scale of generation Z represented by the post-90s and post-00s has reached nearly 300 million people, and new consumer groups such as "new socialization of fashion goods", "easy to enjoy health", "home-based liberals" and other young groups have emerged. New consumers are eager to enjoy the beautiful experience brought by high-quality, high-tech and high-value emerging home appliances when renovating home appliances.
However, when consumers are faced with new home appliances in the number of "10,000", how to choose has become a big problem. Which is more important, the fresh air function or the sterilization function of the air conditioner? Which home cleaning effect is better, scrubber or sweeping robot? Is the washing machine a washing machine that buys and washes or chooses to wash the upper and lower double-barrel clothes? At this time, the guiding effect of the Jingdong Gold List and the Home Appliance Trend List on consumers is highlighted. During the 12.12 period, the annual gold list released by JD.com takes more than 2.6 billion items as the cornerstone of big data, and helps users screen out the products that best meet their needs by building a five-dimensional algorithm model of "sales, popularity, word of mouth, brand power, and growth rate".
At the same time, Jingdong Home Appliances also released a trend list of 8 emerging categories, including large-screen refrigerators, partition washing machines, entertainment TVs, fresh air conditioners, steaming and grilling integrated stoves, no-wash wall breakers, floor washers, and heating water purifiers. It is reported that the list takes quality and leading force as the core, covering 12 major indexes of "delicious, professional, comfortable, efficacy, performance, process" and "intelligence, health, peace of mind, trend, beauty and self-pleasing". Through comprehensive evaluation, the categories selected for the list are emerging categories that have attracted much attention in recent years, among which partition washing machines, entertainment TVs, fresh air conditioners, steaming and grilling integrated stoves, and floor washers have also been selected into the Jingdong Gold List.
Taking JD.com and Sony's first customized entertainment TV X91J as an example, a "entertainment mode" with a high refresh rate of 120Hz has been specially developed. Sony's customized flat-screen TV, which has created a new scene for entertainment, has sold nearly 30,000 units on JD.com, with a 98% praise rate and a popularity value of 1.064 million. The relevant data is clear and clear on the gold list, making it more convenient for consumers to renew their home appliances.
In order to allow consumers to buy the most fashionable and high-tech emerging home appliances, Jingdong opened the "Super Renewal Plan" in the first half of this year and joined hands with domestic and foreign home appliance manufacturers to create a "100 Million Plan", and there were 100 heavyweight super products, 1,000 trend new products and 10,000 new and exotic products for the first time throughout the year. After a batch of trendy, fashionable and high-value home appliances were first launched in Jingdong, they quickly became the "explosive products" favored by consumers. After promoting the entry of emerging home appliances into thousands of households, Jingdong has also become the main front for consumers to renew their high-quality lives. "Don't stay up late" and "healthy buying" are fully in line with the "shopping philosophy" of contemporary consumers, and I believe that in the future, only by returning to the consumer experience can we promote the new trend of the home appliance market.
Upstream journalist Gu Li intern Li Zhijiao