618電商成績單:天貓家電成交規模、增速雙料第一
今年618,伴隨各大平台紛紛調整銷售節奏,618鏖戰已經全面轉入5月。
6月17日,消費研究機構瀝金髮布《618消費電子行業觀察》,來自數據機構魔鏡洞察顯示:淘寶天貓平台5月家電行業銷售額增速達74.2%,市場份額49%,均名列全網第一,顯著領先其他平台。

據公開報道,今年天貓618期間,家電品牌破億的速度越來越快。開售1小時,海爾、格力、美的、TCL、小米、小天鵝等家電品牌成交紛紛破億。
值得關注的是,這一增長趨勢仍在持續。截止5月31日晚9點,天貓平台公佈的"10億俱樂部"品牌榜,美的、海爾、格力等家電品牌佔據半壁江山。
越來越理性的消費環境下,高客單價、重服務體驗的家電行業,銷售格局正由傳統的自營零售平台,轉向品牌直營店為爆發主陣地。平台大規模的補貼力度和完善的服務體系,對卷服務、卷價格的家電行業成交拉動顯著。
據公開報道,618開賣前,天貓宣佈加碼2億專項補貼以舊換新。開賣4小時,消費者在天貓以舊換新的訂單成交同比增長超710%,帶動空調類目成交破10億。
此外,作為投入最大的一屆天貓618。天貓額外加碼150億紅包,88VIP投入百億發放大額券和家電品類券,淘寶百億補貼與超100家數碼、家電品牌合作推出大牌"全家桶",戴森、松下、美的、添可等家電品牌全家桶一口價低至888元。
平台補貼也流向了主打服務體驗的總裁直播間。今年618,180位家電家裝家居總裁在天貓開播,創下歷史同期最高記錄。開售4小時,海爾、格力、美的、小天鵝、TCL等5個家電品牌直播間成交破億,直播為家電行業帶來聲量和銷量的雙向增長。
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