Tmall Double 11 starts in one hour and has exceeded 30 million brands in one hour. "New Manufacturing" holds up a new miracle in the home appliance industry

　　Tmall's position as the largest platform for digital home appliances has been further consolidated on Double 11.

　　As the clock rang on November 11, Tmall mobile phone sales numbers rose rapidly, breaking the 14-hour transaction volume last year in just 90 minutes. At 07:58 in the morning, the transaction volume of Tmall Electric Appliance City exceeded the entire day of Double 11 last year . In addition, Suning.com Tmall flagship store exceeded the full-day transaction volume of last year's Double 11 in just 1 hour and 4 minutes.

　　These figures are not only a reflection of consumers' quality consumption, but also a result of China's economy improving quality and efficiency. The current and future development path practiced by Tmall Double 11 - innovation-driven supply-side structural reform - has been most fully demonstrated in the field of digital home appliances.

　　The five major mobile phone brands exceed 100 million, and the growth rate of air conditioners, refrigerators and washing machines doubled

　　One minute after Tmall Double 11 started, the sales of Ecovacs DD35 sweeping robots were nearly 50,000 units; Tmall Ghost X1 smart speakers sold 310,000 units in 1 hour and 33 minutes; Redmi 4A, the popular mobile phone industry, sold 650,000 units, and Honor 7X sold more than 330,000 units.

　　As of 1:15, all the five major brands in the mobile phone industry, such as Apple, Honor, Xiaomi, Huawei, vivo and OPPO, have exceeded 100 million. The Apple brand exceeded the sales of last year's Double 11 in just one hour, and won the championship of mobile phone sales; the Meitu brand broke the record of last year's full-day in 1 hour and 15 minutes.

　　Tmall home appliances completed the transaction volume of 1 hour last year in 8 minutes and 31 seconds. The growth rate of air conditioners, refrigerators and washing machines doubled in the previous hour. Among them, Haier and Gree maintained a triple-digit rapid growth, especially Haier home appliances sold more than the whole day last year in just 1 hour and 14 minutes.

　　In the first two hours, the transaction volume of Tmall Digital Video increased by 100% year-on-year, of which Sony and BOSE exceeded the transaction volume of last year's Double 11 in less than two hours ; among the light luxury brands, the transaction volume of B&O and B&W in the first two hours reached more than twice the transaction volume of last year's Double 11.

　　As of one hour of the opening of Double 11, nearly 30 home appliance and mobile phone brands including Apple, Midea, Haier, Xiaomi, Honor, Sharp, Siemens, Gree, Huawei, Philips, Hisense, Ecovacs, etc. have logged into the Tmall "Billion Yuan Club", and Tmall has once again won the "MVP" of the mobile phone digital home appliance industry.

　　New retail promotes new manufacturing, and new manufacturing leads new miracles

　　This is the result of the continued leap in Tmall's new retail this year. In the field of home appliances, brands such as Midea, Siemens, AOX, and AOSMITH have launched smart stores transformation. Thousands of stores have opened up all channels with Tmall to achieve the same price and one plate of goods nationwide. Users can enjoy high-quality offline services throughout the process in the nearest stores by placing an order on Tmall, creating a new shopping experience.

　　At the same time, Tmall's new retail is also rapidly promoting the upgrading of home appliance manufacturing to C2B. At present, domestic and foreign home appliance companies such as Midea, Haier, Gree, and Siemens are conducting daily planning and management in the supply chain with Tmall, and use Tmall big data to guide home appliance manufacturers' product design, product selection, pricing and other processes, thereby incubating a large number of "new species" that meet the needs of vertical segmentation.

　　Last year, after Tmall Double 11 catalyzed a dishwasher and a 10-kilogram large-capacity washing machine into popular items for consumption upgrades, this year, through Tmall big data analysis, Midea launched a new generation of hot air drying dishwasher X3, and Haier launched the "washing machine + dryer" combination set this year, which was once again popular on Double 11.

　　Tmall Double 11 is becoming an incubator for the digital home appliance industry to enter the public's life. The sales growth rate of Mini wall-mounted washing machines, vacuum wall-breakers, water floss and dishwashers has doubled. Among them, a heating wall-breaking cooking machine, Joyoung, has sold 15,000 units, and the waterpik water floss was sold for 2 hours, an increase of 158% year-on-year.

　　This year, Tmall built the "Tmall Silicon Valley New Product Laboratory" in the United States, and joined hands with top global technology companies such as Intel, Microsoft, and 3M to jointly reserve core technologies for the research and development of future technology products.

　　GfK, an authoritative data research agency, also pointed out that Tmall has become the main platform leading the structural upgrade of the home appliance industry. From January to August this year, smart products accounted for more than 32% of the retail markets of refrigerators, washing machines and air conditioners, of which Tmall smart home appliances accounted for more than 50% of the overall market.

　　With the online and offline collaboration between Tmall and Suning, the implementation of new retail stores, and in terms of services, Tmall Electrical Appliances Meijia has launched ultimate services such as "home delivery, integrated delivery and installation", reservation delivery, and "365 days of replacement but no repair", Tmall is becoming the first choice platform for Chinese consumers to create a smart and ideal life.

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