Shulou(Shulou.com)11/24 Report--

If one sentence is used to describe this year's Jingdong 11.11, it must be "the beginning is the peak." From 8 o 'clock in the evening of October 23, Jingdong spot sales, price competition directly into the "white blade war." It's really cheap, close your eyes and buy, which has become the most intuitive feeling for many consumers on Jingdong 11.11.

In addition to the "visible" commodity price, it has also become another "invisible battlefield" during Jingdong's 11.11 period by providing more service rights and interests to bring better shopping experience to consumers. It is understood that Jingdong 11.11 period, Jingdong home appliances to the past to replace the old, namely send ready to install and other advantages of services again "add pounds," not only more than 90% of home appliances self-owned goods and more than 50 categories of household goods participate in the old-for-new services, Jingdong 11.11 period, subsidies doubled, as low as 0 yuan exchange. In addition, Jingdong provides integrated service for sofa, bed, mattress, cabinet and other household appliances in addition to the ready-to-install service of washing machine, refrigerator, TV and other household appliances, saving time, worry and money.

Subsidies double, prices drop, cheaper, industry-first home category trade-in

Today, home appliances have long been indispensable daily necessities in people's daily lives. However, in the consumption stimulation activities such as "exchanging old household appliances for new ones" and "home appliances going to the countryside" from 2009 to 2013, the household appliances purchased by consumers have entered the elimination period, and updated consumption has become one of the "new normal" in the current household appliance market.

In this context, the competition for old-for-new services has also changed from recycling old appliances to how to use the most simplified process to get higher new value for old appliances. Jingdong 11.11 period, Jingdong home appliances launched the old-for-new subsidy doubled value welfare, the minimum can realize 0 yuan exchange. At the same time, the process is also simpler and more direct. No matter what channel consumers buy old household appliances, there is no limit on brand and age. They only need to choose to exchange the old for the new when ordering new products. The residual value of the old products will directly deduct the new commodity payment, realizing the direct reduction of the price of the new machine purchase, which is more convenient and economical.

Under the details page of the product you want to buy, mark it to the "trade-in" section, which is convenient and economical.

It is worth mentioning that, in addition to home appliances category, Jingdong also pioneered the home category of old-for-new services. During November 11 of Jingdong, consumers placed orders in Jingdong to purchase mattress, sofa, bed, table, cabinet, several categories, pots, electric tools and other light installation categories, as well as intelligent toilet, toilet, drying rack, bath bully, cool bully, shower, bathroom cabinet, lamps, electronic lock, faucet and other home decoration building materials categories. They can also place orders through the old-for-new entrance after entering the commodity details page. As with household appliances, consumers only need to choose the information of old products, and they can enjoy subsidy reduction, as well as the service of sending new and old products, sending, disassembling and cleaning provided by Jingdong, so as to get the desired good things at a lower cost.

Simplify service process, expand household category, save time and worry

For large items such as home appliances, consumers choose to place orders by trade-in, which is just the beginning. The complete old-for-new process consists of several steps such as "order purchase, subsidy direct drop, old machine disassembly, new machine distribution and installation, old machine treatment, after-sales return visit," etc. During this period, the links such as door-to-door collection, distribution and installation are often "independent." The old ones are only responsible for collecting the old ones, the distribution ones are only responsible for distribution, and the installation is in the charge of another group of people. Consumers need to coordinate time with various people successively, which is time-consuming and laborious.

In order to solve the connection problem between home appliance distribution and installation, improve service experience, and improve the confusion of installation and maintenance charges, Jingdong launched the "ready-to-install" service for TV, refrigerator and washing machine categories in 2022. "As of November 11 this year, Jingdong has its uniqueness and industry advantages regardless of user experience or performance efficiency, although other sales channels have successively launched instant delivery services. "According to the introduction of the person in charge of Jingdong's home appliance intelligence and service business, unlike some merchants who realize the integration of delivery through integration of installation masters, Jingdong has enabled Jingdong brother to master installation skills and become an instant delivery engineer through skill training. The change of this role makes Jingdong's instant delivery service unique that other channels do not have. While ensuring high quality and efficiency of distribution and installation, it truly achieves the integration and standardization of after-sales process.

Jingdong provides free ready-to-install service for washing machines

In addition, although some merchants and channels have also played the banner of "ready-to-install," there are various problems in the actual implementation, such as the separation of equipment, the new and not the old, and some channels even charge installation fees for washing machines. "Jingdong's instant delivery and installation is based on the scene of exchanging old for new, that is to say, within the limited category, Jingdong's old, new and installation are completed by the same batch of people at one time. "The person in charge said that Jingdong has always insisted on the" three free services "of free door-to-door, free dismantling and free transportation. It not only provides free installation for washing machines and refrigerators, but also realizes the full-process service of picking up, sending new ones, installing and cleaning household goods such as mattresses, sofas, tables and chairs at one time. For intelligent toilets, bathroom cabinets, drying racks and other relatively complicated installed goods, it can also realize the service of first delivering and then completing disassembly and cleaning at one time, reducing the service process that needs to be completed many times in the past to only 1-2 times. It realizes the seamless connection between old, new and installation of large-sized household appliances, and provides a powerful "assist" for the service experience of exchanging old for new.

Jingdong can provide integrated service of delivery and disassembly for mattress products

Mr. Wang is one of the first consumers to experience the integration of household goods. He ordered a mattress at Jingdong through trade-in. Due to the need for business travel, he contacted customer service hoping to complete the order on the same day. After contacting the customer, Jingdong immediately sent the ready-to-install engineer out of the warehouse at 10:35 on the same day, and completed all the service processes including dismantling, picking up, distribution and installation at 14:27, which was to clean up the old mattress and installation garbage according to the user's demand. "The delivery speed is fast, the service of the master is thoughtful, and finally all the garbage is taken away. It's really great! "Mr. Wang expressed his great recognition of Jingdong's service.

With the support of considerate service, buying large-sized household appliances from Jingdong has also become a "must option" for consumers in Jingdong 11.11. At 8:00 p.m. on October 23, Jingdong officially launched 11.11, spot sales only 10 minutes, home appliances delivery service turnover increased by more than 8 times compared with the same period last year, furniture building materials to provide delivery integrated service turnover increased by 10 times compared with the same period last year.

"The low price of goods is only one aspect. The combination of ultra-low price and good service can make Jingdong 11.11 cheaper and more reliable! "According to the introduction of the person in charge of Jingdong's home appliance intelligence and service business, with all the service concepts for consumers, Jingdong has not only gained the trust of consumers, but also become an important channel for brand partners, even accounting for more than 70% of the orders for some brands to trade in old ones. With the continuation of Jingdong 11.11, Jingdong not only brings the most sincere price and attractive goods, but also creates the ultimate consumption experience of really cheap and closed-eye purchase through intimate service, so that consumers can save money and renew their homes and enjoy a comfortable and convenient life.

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