To promote the upgrading of home appliance consumption, Pinduoduo’s tens of billions of subsidies for mobile phone and home appliances exceeded 1 billion in the first week of 618
On May 31st, Pinduoduo’s 618 promotion was in full swing. Ten Billion Subsidy released its first-week battle report. In the week since its launch on May 19, the number of merchants with Ten Billion Subsidy increased by more than 90% year-on-year. The mobile phone category The total sales volume reached 3 million units, sales of multiple home appliance brands exceeded 1 billion yuan, sales of beauty products increased by more than 80% year-on-year, and consumer demand across the region was strong.
Among the new merchants with tens of billions of subsidies, the number of agricultural product merchants increased by 83% year-on-year, the number of digital home appliance merchants increased by 86% year-on-year, the number of beauty cosmetics merchants increased by 105% year-on-year, food, department stores, maternal and infant, personal care, clothing, sports, Merchants in outdoor, home furnishing, overseas shopping and other categories have maintained rapid growth, and domestic and international brands are accelerating the influx of tens of billions of subsidies, continuing to bring more good products at good prices to consumers for a better life.
▲During the big promotion period, the daily sales of freshly launched lychee products exceeded 100,000 kilograms.
In order to promote the export of agricultural products from villages to cities, the tens of billions of subsidies have always adhered to the zero commission policy for agricultural products, which has also allowed more and more consumers to achieve "fruit freedom". In the first week of the promotion, the sales of fresh fruits with a subsidy of tens of billions still maintained a growth rate of more than 50%. Seasonal agricultural products such as melons, durians, lychees, peaches, golden mangoes, fruit cucumbers, and Provence tomatoes continued to sell well. The daily sales of single product links for lychees exceed 100,000 kilograms, and durian sales exceed 10 million yuan in a single day.
Pinduoduo data shows that tens of billions of subsidies are still the most popular channel for consumers to buy mobile phones. In the past week, the total sales of mobile phone categories reached 3 million units, and the sales of leading mobile phone brands exceeded 500 million yuan, including 1 The sales volume of the leading mobile phone brands is close to 5 billion yuan, and the transaction volume of the top 20 mobile phone products has exceeded the 100 million yuan mark. Among them, the sales of mobile phones of Huawei, Xiaomi and vivo brands increased by more than 200% year-on-year, the sales of Honor, OnePlus, iQOO and Samsung brand mobile phones doubled, and the sales volume of iPhone 15 Pro Max single product exceeded 200,000 units.
In addition, digital products with tens of billions of subsidies have also grown significantly, with orders from more than 100 digital brands doubling. Among them, sales of notebook computers, DIY assembly machines, computer hardware, smart watches, Bluetooth headsets, digital cameras, projection printing, mobile phone accessories and other products increased by 100% year-on-year. Apple computers, Apple headphones, Apple watches, Lenovo Savior series notebooks, machinery Single products such as Revolutionary Dragon series notebooks and Xiaomi tablets have achieved sales exceeding 10 million during their successful start.
After the start of the big promotion, Pinduoduo continued to increase its tens of billions of subsidies for mobile phones and home appliances. The subsidy amount for mobile phones and home appliances in the first week exceeded 1 billion yuan. The trade-in of mobile phone products can be up to 1,000 yuan more, including refrigerators, air conditioners, washing machines, etc. The maximum subsidy for Midea's "Family Bucket Products" including the all-in-one dryer is 5,300 yuan.
This has further stimulated the enthusiasm of consumers to upgrade. The number of ordering users exceeded 10 million in the first week of the 618 promotion. The sales of home appliance brand products increased by more than 80% year-on-year. Among them, the sales of many brands exceeded 1 billion. The sales of 22 single products exceeded 100 million, and the sales of 28 brands exceeded 100 million. In addition, sales of major appliances such as air conditioners, refrigerators, washing machines, and washing and drying sets increased by more than 80% year-on-year. Air conditioners from brands such as Midea, Xiaomi, and Hualing led the industry, with sales increasing by more than 90% year-on-year; water purifiers, coffee machines, vacuum cleaners, washing machines, etc. Sales of small home appliance brands such as floor machines and massage equipment increased by more than 100% year-on-year.
At the same time, the Meijia category and smart home have also achieved rapid growth. Among them, the sales of functional sofas, lazy sofas, and technological fabric sofas increased by more than 260%, 674%, and 3126% respectively year-on-year; the sales of bathroom sets, night lights, ceiling fans, etc. increased by 109%, 372%, and 376% respectively year-on-year. Smart toilets, smart door locks, and smart clothes drying racks increased by 177%, 141%, and 175% respectively year-on-year. Sales of brands such as Genji Muyu, Deschmann, Hengjie, Olin, Blue Box, and Honeywell all increased. Achieved doubled growth, with a maximum year-on-year increase of 500%.
As the hot weather in summer approaches, outdoor and sun protection products continue to be popular. Sales of road bike brands such as Xidesheng and Wareton have increased 20 times year-on-year; sun protection clothing and sun protection accessories such as VVC and Jiao Nei have been popular during the first major promotion. Weekly sales increased sharply. According to the relevant person in charge of the sun protection clothing brand VVC, in order to prepare for this year’s 618, VVC completed the stocking as early as March. The sales of the entire promotion are expected to exceed 50 million yuan, and the growth rate of Pinduoduo’s tens of billions of subsidies is particularly significant.
In other categories, the sales of beauty products increased by more than 80% year-on-year, and the single-day sales of Clarins Double Extract products increased by 15 times year-on-year; the sales of personal care and home cleansing products increased by more than 110% year-on-year, and the sales of new categories of hanging tissue paper The year-on-year growth rate reached 220%. Old domestic brands such as Dihuazhixiu and Lengsuanling achieved a 3-fold year-on-year sales increase with the supply of good-looking and high-quality goods; the pet category sales increased by more than 200% year-on-year; the liquor category Sales increased by more than 100% year-on-year; sales of bedding increased by more than 120% year-on-year; payment orders for maternal and infant products exceeded 10 million, and sales of maternal and infant toys of brands such as Lego exceeded 50 million; sales of men's clothing increased by more than 110% year-on-year , MEDM, WHOOSIS and other trendy brands have increased by more than 500% year-on-year.
“Judging from the first week of the big promotion, consumption across the board has achieved unexpected growth. The consumption potential of the platform will continue to be released in the next hot sales period. Ten billion subsidies will also be invested in more subsidy resources to continue to benefit the supply side and demand side. , allowing merchants to sell more goods and consumers to save more,” said the person in charge of Pinduoduo’s 618 promotion project.
