As the annual "Double 11" promotion came to an end, major e-commerce platforms have also announced their report cards one after another.
According to Star Chart data monitoring, from the start date of the promotion on each platform to November 11, the cumulative sales of comprehensive e-commerce platforms and live e-commerce platforms were 1441.8 billion yuan, a year-on-year increase of 26.6%.
Among them, the "Double 11" closing data released by Tmall showed that from October 14 to November 11, Tmall's "Double 11" full-cycle transaction volume grew strongly, and the scale of purchasing users reached a new high. Among them, 589 brands had a transaction volume of over 100 million yuan, a year-on-year increase of 46.5%, setting a new record.
JD data showed that during the "Double 11" promotion period from October 14 to November 11, the number of shopping users increased by more than 20% year-on-year; JD's procurement and sales live broadcast orders increased by 3.8 times year-on-year; more than 17,000 brands' transaction volume increased by more than 5 times year-on-year, and more than 30,000 small and medium-sized businesses' transaction volume increased by more than 2 times year-on-year.
Douyin e-commerce's "Double 11" lasted from October 8 to November 11. More than 33,000 brands doubled their sales year-on-year, nearly 17,000 brands grew by more than 500%, more than 2,000 single products exceeded 10 million yuan, and 275 brands achieved sales of more than 100 million yuan through live streaming.
From the above data, it can be seen that during this year's "Double 11" promotion, the total transaction volume of all e-commerce platforms on the Internet grew strongly. Compared with previous years, this year's time span is longer; and this year, under the national old-for-new subsidy policy, it has greatly boosted the growth of categories such as home furnishings, home appliances, and digital 3C.
The "old-for-new" policy stimulated a sharp increase in sales of categories such as smart homes and home appliances
Xingtu data monitoring shows that during the "Double 11" period that lasted for nearly a month this year, the home appliance category ranked first in sales of comprehensive e-commerce platforms, reaching 193 billion yuan, a year-on-year increase of 26.5%.
Among them, data from the Tmall platform showed that during the "Double 11" period, home appliance sales reached 132.4 billion yuan, ranking first and occupying 15.7% of the market share, and 139 brands such as Haier, Midea, Dreame, and Dyson had sales exceeding 100 million yuan. According to JD.com data, during the promotion period, the sales of 519 home appliance and home furnishing categories, including energy-saving air conditioners, sweeping robots, dryers, and zero-water pressure smart toilets, increased by more than 200% year-on-year.
Behind this set of data, it is inseparable from the national consumer goods "old for new" subsidy policy and the support of the Double 11 discount, which has led to the hot sales of home appliances and home furnishing categories on multiple platforms, and the trend of green intelligence is obvious.
In recent years, with the vigorous development of the economy and the iterative progress of technology, people's living standards have been increasing, and consumers' pursuit of high-quality life and services has been constantly upgrading, gradually shifting to a "living with good housing" lifestyle, which has promoted the further growth of smart home demand.
In March this year, the State Council issued the "Action Plan for Promoting Large-Scale Equipment Renewal and Consumer Goods Trade-in", making comprehensive arrangements for the trade-in work; in July, the policy was further "added", and the National Development and Reform Commission and the Ministry of Finance issued the "Several Measures on Further Supporting Large-Scale Equipment Renewal and Consumer Goods Trade-in", and the "trade-in" policy was further upgraded.
Under the favorable conditions of the "trade-in" policy, consumers' consumption enthusiasm continues to rise. Major companies and online and offline platforms have also actively introduced corresponding preferential policies to effectively release consumers' consumption needs, and at the same time boosted the sales of various consumer goods. Therefore, during this year's "Double Eleven" promotion, it effectively led to a sharp increase in categories such as smart homes and home appliances.
The data is impressive! Xiaomi achieved great results, with sales exceeding 31.9 billion yuan across all channels...
Below, Visual IoT has simply sorted out some brand data in the fields of smart cameras, smart door locks, smart sweeping robots, etc. based on the Double 11 data disclosed by various companies. Let's take a look:
In the field of smart cameras, according to the sales report of the Double 11 promotion in 2024 officially released by Xiaomi, the data shows that the cumulative payment amount of Xiaomi across all channels during this Double 11 exceeded 31.9 billion yuan, setting a new record for Xiaomi's promotions over the years. Among them, the cumulative sales of Xiaomi's camera category across all channels exceeded 1 million, and both sales and sales volume on Tmall and JD.com ranked first.
According to the official data released by Xiaotun Dangjia, Huawei's Xiaotun Dangjia outdoor camera ranks first in the mid-to-high-end smart dual-camera sales and the outdoor camera 3K upgraded version of JD.com's outdoor monitoring trend list, and JD.com's self-operated sales increased by 33% year-on-year.
In the field of smart door locks, according to the official data released by Dessmann, Dessmann smart locks won the first place in sales and volume of high-end brands on Double 11; the sales volume of all channels increased by 140% year-on-year, and the sales volume of high-end products increased by 850% month-on-month; and won the first place in multiple e-commerce official rankings in a row.
According to the official data of Kaadas, Kaadas smart locks continue to occupy the first place in all channels. According to the official data of Xiaomi, the cumulative sales of Xiaomi smart door locks in all channels reached 400 million yuan. In addition, according to the official data of Luke, the total sales volume of Luke smart locks exceeded 89,000 units, the sales volume of all channels increased by 26% year-on-year, and the sales volume of all channels increased by 37% year-on-year.
In the field of smart sweeping robots, according to the data released by Stone Technology, on JD.com, the sales volume of Stone Technology's floor washing machines increased by 239% year-on-year, and its sweeping robot P20 PRO remained at the top of the list; on Tmall, the net sales volume of Stone Technology's sweeping robots remained at the top of the brand list and store list; on Douyin, the sales volume of its sweeping robots increased by 105% year-on-year.
According to the Double 11 closing battle report data released by Dreame Technology, the GMV of all channels exceeded 3.2 billion yuan. Among them, the GMV of sweeping robots on JD.com exceeded 170%; the sweeping robot ranked first on Tmall’s best-selling list; the sweeping robot industry ranked TOP 16 on Douyin...
From the above data, it can be found that in this year's "Double Eleven" sales feast, the old-for-new policy undoubtedly played a pivotal role. It not only promoted consumers to replace old home appliances, but also promoted the popularization and development of green smart home appliances.
Looking to the future, with people's continuous pursuit of high-quality life and the continuous advancement of technology, the smart home market will continue to maintain a vigorous development trend, and the continued support of national policies will also inject more vitality into the market. We have reason to believe that smart home appliances will become the choice of more families in the future, bringing more convenient, comfortable and intelligent experience to people's lives.
This paper is from Ulink Media, Shenzhen, China, the organizer of IOTE EXPO (IoT Expo in China)
