Laying down the law! Every time you see 618, Henan people change cell phones, add air conditioning

18, at the conference held at the headquarters of Jingdong Group in Beijing, Jingdong Big Data Research Institute senior analyst Lin Jiang introduced to the Dahe Newspaper - Dahe Cai Cubic, 18 zero point to 14:00, Henan consumers in the platform to complete the turnover increased by 61% year-on-year.

From the point of view of the total classification, Henan Province, the hot products TOP5 are: household appliances, cell phone communication, computer office, food and beverage, digital. With a population base of nearly 100 million, the hot consumption of large commodities is undoubtedly the key support for Henan to maintain its position as one of the country's top eight in the 618 promotion period.

Henan sales data in the same period on the Suning Eshop platform is similar. The platform shows that, in addition to cell phones, air conditioning, Henan users of large-size, intelligent new home appliances, the pursuit of the country is the top. In addition, the three categories of beauty, gold and apparel are also Henan people's big favorite options in the 618 promotional slot.

In terms of sales on the Jingdong platform, the TOP5 cities with the strongest purchasing power in Henan are Zhengzhou City, Nanyang City, Luoyang City, Zhoukou City, and Xinxiang City, in that order.

From the age distribution, young people under 35 years old are the absolute main force of online shopping consumption in Henan. However, there are exceptions, Zhengzhou 60 after the number of online shopping groups than the same period last year appeared more than two times strong growth in the Jingdong platform has become a new phenomenon.

Fresh geographic agricultural products and food into the consumption of immediate needs, the major e-commerce platforms to accelerate the competition for resources

Domestic consumers online shopping geographic indications of agricultural products, food and specialty commodities of the enthusiasm of the increasingly strong, this season 618 is clearly epitomized.

Nanyang, Henan, a new season of mature mugwort and mugwort products, also caught the express train. According to the consumption data of Jingdong Health, since June, the domestic consumption of moxa products continues the heat of the previous year, nearly doubled compared to the same period in 2019; domestic urban white-collar, office work crowd accounted for 21% of the total online consumption of moxa products, moxibustion, moxa compresses into the new standard of "light health care"; the most popular moxa products of the user's top five are intelligent moxa box, moxa paste, moxa foot bath, traditional copper moxa box, moxa pillar or moxa strip, and the latter two moxa products, is the absolute dominant field of Nanyang moxa industry, accounting for nearly 80% of the total domestic consumption.

In addition, Jingdong platform data show that the 618 slot, Henan characteristics of agricultural products upstream products TOP5, respectively, beef, frozen food, mutton, eggplant, fruit and melon, root vegetables and fruits, turnover year-on-year growth of 270.3%, 232.3%, 177.7%, 123.2%, 59.1%. Henan well-known brands turnover year-on-year growth TOP5 are: Wang Shouyi, Shuanghui, Sanquan, Lotus and Weilong.

What is the support behind the ability of domestic landmark agricultural products to travel thousands of miles and reach families across the country?

It is both the enthusiasm of the e-commerce industry for agricultural products upgraded and upgraded, at the same time, but also the domestic logistics industry, the big infrastructure formed enough basic conditions.

Such as Nanyang mugwort, it gradually from a traditional Chinese medicine into the domestic family, young groups of daily consumption, major e-commerce platform is the key pry bar. Of course, the major e-commerce platform's core interest is to control more high-quality commodity resources, hoping to complete the industry differentiation competition.

Such as cold chain logistics, front warehouses and other logistics infrastructure improvements for remote areas of high-quality agricultural products to the country provides a logistics channel. Jingdong data statistics, up to now, 92% of the domestic counties, 84% of the townships, has realized the same day or next day delivery. This means that, such as frozen food, ice cream, such as the two Guangzhou prunes, Xinjiang white apricots and other "delicate" fruits, when they have the "next day" logistics conditions, will undoubtedly greatly catalyze the consumer "not far away! "The first step is to make sure that you have the best possible experience in the field.

"Two choices" murmur has receded, "network transactions" new rules in 618 see the effect

This year's 618 promotion, the domestic e-commerce world no longer "Force merchants to 'choose one'" murmur. Previously, this is almost every year, every round of online shopping promotion of the standard "accessory".

"Two choices" was once considered by merchants as the first evil of the domestic online shopping promotion. This is because e-commerce platforms coerce merchants to choose sides, and their core purpose is to weaken other platforms on the commodity supply chain layout. However, when the merchants are forced to operate only on a platform, not only against the origin of fair competition in the market, but also in a single platform can only be reduced to "fish meat". On the one hand, merchants have to follow up on the platform in the promotion of a variety of discounts, coupons, "cut price", seven or eight add up to unbearable. On the other hand, some head merchants have to bear the burden of creating beautiful sales data for the platform.

On May 1, the "Supervision and Administration of Network Transactions" was formally implemented in China, and became a nuclear bomb to dismantle the brute force of e-commerce platforms. The approach to the domestic e-commerce widespread "forced merchants to choose one," "deletion of bad reviews" and other bad behavior, made a clear definition and disciplinary standards. As a result, the rights and interests of merchants have been guaranteed to a certain extent, and they can finally say no to the platform.

This year's 618, is the opening of the antitrust investigation in the field of Internet, the e-commerce platform ushered in the first big promotion. For the major platforms, 618 is no longer a simple and brutal "grab merchants", but rather turn to cultivate "internal strength", the merchants have come to the platform of good service. Look at the merchants, in the absence of e-commerce after the compulsion, but also have multi-platform business into the norm. This change in the form of competition, behind the industry is in fact a profound change.