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

On the first day of Tmall Double 11 sale, the brand growth of mobile digital home appliances was strong, continuing the hot momentum of pre-sale.

In the first hour of sales, 4791 brands such as Sony, Chasing, ASUS, Kaidu, Panasonic and HP sold more than last year. Apple, Haier, Huawei, Xiaomi, Midea, Little Swan, Gree, Hisense, Fangtai, Boss, TCL and other 28 brands competed to break 100 million yuan in the first hour and entered the "100 million yuan club" one after another.

This year Tmall double 11 store broadcast broke out in an all-round way, becoming a strong driving force for brand growth. Among the ten million store direct broadcast rooms, there are 37 deals with a year-on-year growth of more than 100%, Tmall consumer electronics store broadcast deal growth bright. Huawei Tmall official flagship store became the first broadcast room to break 100 million yuan, breaking 100 million yuan in 15 minutes.

Many cutting-edge brands also have a dark horse trend this year, such as the integrated stove brand Blue Star 10 minutes more than last year's double 11 full day, intelligent image brand hohem vast brand, 18 minutes turnover more than last year's 1 full day.

In addition to the explosion of brands, what deserves more attention is the emergence of some new trends. "Dopamine economy" has become a new hot spot for Tmall double 11 consumption, and happy consumption to please oneself has swept the whole market.

For example, the current hot e-sports trend, continued the hot pre-sale heat. As the new 10 billion track on Tmall, DIY assembled computers, game books, e-sports mouse keyboards, monitors, e-sports headphones, etc. have become the e-sports category of Tmall Top6.

As more and more players join, consumers become more demanding on equipment, and customization becomes a new trend. For example, the new brand VGN sold for 4 hours broke 20 times, and the year-on-year growth rate of tarantula gaming keyboard was as high as 500%. In the first hour of sale, the keyboard axis rose 600%. In addition, iQOO12 flagship mobile phone new booking number broke the history series of the same period record, and Razer x mini wireless mouse, became the game peripheral transaction TOP single product.

Since the beginning of this year, with the hot travel market, citywalk (city walk) wind with fire small-size portable digital micro-single has also become a hot category, Sony micro-single sales in the first hour exceeded last year all day, portable wifi first hour growth rate of 100%.

The retro trend is also sweeping the digital world. In the past two years, CCD and other digital cameras and retro film cameras have returned to the public view and become the new favorite sought after by young people. Tmall double 11 sales in the first hour of retro/film camera sales rose 100% year-on-year.

There are also some representatives of "black technology" technology trends, etc., and 3D printing equipment has soared by 400% year-on-year.

On the first day of sale, mobile phone digital home appliance brands that refreshed their opening results also staged a "Friends" in Ali Park, which was very lively. On the same day, more than 30 brands such as Huawei, Xiaomi, Hisense, Gree, Philips, OPPO and Delong gathered in Tmall to establish Double 11 Brand War Room to witness the birth of their own records.

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