618第一週期"成績單"出爐:天貓家電家居成交份額達45.3% 居行業第一
618大促過半,各大電商平臺第一週期"成績單"出爐。
5月30日,研究機構易觀發佈《2025年"618"大促第一週期觀察》,數據顯示,在主要平臺家電家居成交額佔比中,淘寶天貓以45.3%的份額佔比第一。易觀分析,今年國家以舊換新政策推動家電消費進一步升級,從單純的"更新"消費逐漸演變到"換優"消費,促進高品質家電的普及化。

今年國補品類擴容,在去年洗衣機、電視、空調、電腦、熱水器、家用竈具、吸油煙機家電8大類基礎上,新增手機數碼、智能手錶(手環),微波爐、淨水器、洗碗機等品類,再加上各省市新增的智能家居、家裝等品類,目前國補在淘寶天貓覆蓋的細分品類超1600個。
今年618,天貓聯合上千家品牌投入超百億,積極響應國補舊換新增量政策,給消費者更大力度讓利。品牌立減15%,天貓發放9折的品類券及88VIP大額券,疊加至高20%國家補貼,四重摺扣後,家電、家裝、家居、3C數碼等品類優惠力度將低至5折。
來自天貓數據顯示,截至5月26日,天貓618第一階段,參加國補的家電家裝、手機數碼等品類成交總額較去年雙11增長283%,美的、海爾、科沃斯、源氏木語等40個品牌成交破億;帶動家電、家居、家裝、3C數碼等行業整體成交同比雙位數增長,超3000個品牌同比成交翻倍,全面激活換新消費。
目前,淘寶天貓已承接包括北京、上海、廣東、浙江、江蘇、新疆、西藏等全國29個省市的國補線上發放,成爲覆蓋國補範圍最廣的平臺之一。淘寶天貓覆蓋的國補品類超1600個,包括家電12大類,手機數碼、智能穿戴,以及智能家居、家裝等新增品類,日均超1.5億人次在淘寶逛國補,成爲消費者領用國補頻次最高的平臺。
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