#Laogao E-commerce Information# The e-commerce platform is "setting the stage", mobile phone manufacturers "sing opera", and Internet manufacturers who are a little tired really need to have a collective carnival. "618" is a mid-year e-commerce promotion, naturally attracting much attention from both inside and outside the industry.
According to JD.com, during the 618 period, sales of mobile phone categories increased by more than 60% year-on-year, and the top ten mobile phone brands were Apple, Honor, Xiaomi, Huawei, OPPO, 360, Samsung, Hammer, Meizu, and vivo. At the same time, among the ten fast-growing mobile phone brands, eight are Internet brands, such as Hammer's brand sales growth reached 3006%.
But it can also be seen that the names of the top ten manufacturers have changed, such as LeTV, which is no longer on the list. Wang Yanhui, Secretary-General of the Mobile Phone Alliance, said that e-commerce, as a sales channel or tool, will continue to develop, but it is not enough to have online sales capabilities. It also requires the full ability of offline and supply chain control. Mobile phone manufacturers will no longer have the distinction between online or offline mobile phones in the future.
"From the unit price point of view, the prices of models participating in the 618 promotion are also rising. It can be said that the mobile e-commerce channel has slowly bid farewell to the past rough price reduction model." Wang Yanhui said.
"During the 618 period, mobile phone brands bloomed, showing that domestic brands have made full efforts." The person in charge of JD.com said that the sales of mobile phone category increased by more than 60% year-on-year.
Judging from JD.com's data ranking, domestic mobile phones occupy eight of the top ten rankings in terms of sales and sales. In the mid-to-high-end mobile phone price range, Honor 9, Huawei Mate 9, OPPO R11, and Xiaomi 6 have formed a siege of Apple's iPhone 7.
It can be seen that although the gear above 4,000 yuan is still the world of Apple's iPhone, and iPhone 7 and iPhone 7 Plus have entered the hot-selling single product list, but at the 2,000-3,500 yuan range, domestic mobile phones have formed a strong camp, and the single product sales champions are all won by domestic phones. Judging from the final list, among the top 10 mobile phone categories with cumulative sales of single products from June 1 to 18, Xiaomi mobile phones accounted for 3 seats, of which Redmi Note4X became the sales champion; Honor occupied 4 seats, mainly mid-to-high-end models.
In the ranking of mobile phone cumulative sales brands from June 1 to 18, Apple, Honor, and Xiaomi ranked in the top three, Huawei, OPPO and 360 followed closely, Samsung ranked only seventh, and Vivo ranked behind Hammer and Meizu.
Wang Yanhui said that the pricing of more than 3,000 yuan directly shattered people's traditional perception of domestic Internet mobile phones in the past, and mobile e-commerce channels have slowly bid farewell to the past rough price reduction model. As can be seen, Honor V9, which is priced at nearly 3,000 yuan, won the cumulative sales championship of single products in the 2,000 to 2,999 price range.
In fact, since last year, many Internet mobile phone manufacturers have realized that simply taking the low-price model will be a path to no return. Honor President Zhao Ming believes that the fundamental reason why most Internet mobile phones have a steep development curve is the lack of evolution. Once pattern dependence and path dependence are formed, it will naturally be a prison.
"With the brands participating in the e-commerce promotion this year, the good news is that Internet manufacturers no longer simply pursue the so-called high cost-effectiveness. Under the general trend of consumption upgrading, online shopping is shifting from low-end price wars to responding to middle-class demands." Wang Yanhui said.
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