What is worth buying 11.11 The first stage of the performance is eye-catching： GMV increased by 26.1% year-on-year, and quality consumption became the keyword

11.11 promotion into the final period, worth buying science and technology data center data show that from October 23rd to 31st, the platform GMV increased by 26.1% year-on-year, of which, computer digital, household appliances, fresh food, home decoration, sports and outdoor become the platform GMV TOP5 category, GMV 10 million level of the second category, jewelry, photography and video, sports, automobile maintenance, large appliances growth rate to maintain the top five platform, respectively, an increase of 138.2%, 75.8%, 71.8%, 68.0%, 66.3%. The user engagement rate continued to increase, the number of content releases, long articles were increased by 35.7%, 59.6%.

This year, what is worth buying at a low price on the whole network, with direct discounts to help consumers buy more value and enjoy the purchase. From the feedback of consumers, quality consumption is still the core demand, and this year’s "big promotion" trend is further reflected in the consumption of new products. Hisense TV E7K, Mijia smart cigarette cleaner P1 smoke stove set, and No. 9 electric vehicle D series Orion have all achieved great results; "big promotion to buy large items" is still the mainstream mentality, and domestic products have played an increasingly important role in this year’s "large items" market. Xiaomi, Haier, and Casarte respectively led the GMV list of air conditioners, washing machines, and refrigerators. Among them, Xiaomi’s 1.5 new first-class energy-efficiency inverter heating and cooling air conditioners created nearly one million GMV.

Zhang Yu-Ang, head of the 11.11 promotion, said that this year’s 11.11 major e-commerce platforms mainly promoted "low prices", which effectively improved the user’s enthusiasm and active level, but at the same time, it can be seen that consumers are more willing to choose products that can improve the quality of life and satisfy their emotional value. There are a large number of such good products, especially domestic products, which are selected by consumers during the promotion. "What is worth buying will also continue to optimize its own content and data capabilities, provide more consumers with direct decision-making suggestions, help more excellent brands to reach users efficiently, and continue to improve the connection efficiency between supply and demand."

Quality consumption dominates, health awareness is enhanced

Although this year’s major e-commerce platforms are focusing on low-price strategies, it is worth buying technology data center data shows that the goods that can stimulate users’ enthusiasm for consumption are still higher unit prices and can bring about an upgrade in quality of life. Facial care, travel, gold jewelry and other high-customer unit price categories have seen significant growth, and healthy consumption has also become a major highlight. Zhang Yuang analysis, this reflects that consumers always pursue a higher quality of life, expecting to obtain better satisfaction and happiness through consumption. "People’s yearning and expectations for a better life are consistent."

At the beginning of the 11.11 pre-sale period, what is worth buying? The tourism industry has seen strong growth. On the one hand, high-priced products represented by business class sub-cards, high-star hotel suites, and Maldives parent-child exchange are popular. On the other hand, cost-effective hotel packages such as Kaiyuan and Sheraton have also become platform explosions. In addition, with the resumption of cruise home ports in various places next year, the sales of cruise pre-sale products such as MSC Mediterranean Glory and Royal Caribbean Cruise Ocean Spectrum will increase dramatically in 2024.

In personal care and beauty, what is worth buying? Through professional operation and platform benefits, the preferential rights and interests given by the head live stream have been normalized, which has inspired a large number of users to place orders. The GMV of facial care, shampoo and hair care, and makeup products increased by 19.8%, 12.8%, and 28.6% respectively. Among them, Xiurike AGE Cream, Lancome Jingchun Eye Cream, and Elizabeth Arden Night Face Capsule Essence are the top three facial care GMV.

Jewelry and gold have always been hot-selling products during the promotion period. During the 11.11 period this year, the GMV of jewelry increased by 138.2% year-on-year, ranking first in the GMV growth rate of tens of millions of categories. Gold jewelry alone has created tens of millions of GMV. Mingbrand Jewelry Highlights Series Women’s Diamond Gold Bracelet and Laomiao Gold Full Gold Bamboo Push-pull Bracelet have all achieved over one million GMV for a single item.

In addition to products with higher unit prices, consumers’ quality of life is also reflected in healthier eating patterns. Since the beginning of 11.11, what is worth buying adult milk powder orders have increased by 192% year-on-year, milk has increased by 95% year-on-year, nutritional products have increased by 30% year-on-year, and fitness nuts have increased by 56% year-on-year. Thai Golden Pillow Durian, Thai Imported Coconut Green, and Guangming Zhiyou Regular Purchase of Fresh Milk have become category-dominant products.

Health consumption has also become a focus. Health care equipment, physical examination packages, and oral health achieved GMV growth of 115.1%, 19.9%, and 86.8% year-on-year, respectively. Among health care equipment, the sales of hearing aids, nebulizers, and other products are significant. In addition, due to the star effect of recent variety shows, the niche single product of the respirator is on fire. In the first stage of 11.11, what is worth buying in-platform respirators are very popular. Remaitt’s portable medical snoring and anti-snoring respirator has become the first GMV in the category. Physical examination packages also show a clear upgrade trend, and high-customer unit-price packages that include deep local inspection items are more popular.

Create new product marketing with the help of large traffic promotion

Releasing new products with large promotion traffic and reaching a wider range of consumer groups has become a big promotion strategy for many brands, and what is worth buying With its high-quality client base and consumer content ecology, during this 11.11 period, a large number of new product marketing cases were created. Through industry experts selecting excellent brand new products, the pre-warm-up mode is opened when they are not online, and through multiple forms such as new product recommendation, expert evaluation, and product selection conference, product exposure is increased, allowing consumers to understand the product in an all-round way. Then, with the help of large promotion traffic, efficient conversion is achieved, and the dual goals of new product word-of-mouth creation and market occupation are completed.

In order to cooperate with the pre-sale of the new D series Orion of the No. 9 electric vehicle, what is worth buying online "new product information" to warm up and reach consumers; later, it joined hands with KOLs to recommend new products to consolidate product reputation; at the same time, it released the No. 9 e-commerce activity notice to attract users’ attention, enhance the popularity of new products, reach high-intention consumer groups, and lay the foundation for later transformation. A set of combination punches came down, and the effect was obvious. During the 11.11 start, this new D series Orion accounted for 10% of the brand’s total sales. The No. 9 electric vehicle brand became the first in terms of search volume, interaction volume, and content volume in the electric two-wheeled vehicle category.

In addition, during the 11.11 period, Mijia Smart Smoke Cleaner P1 smoke stove set is based on the full-link and multi-form effective layout of in-app, which not only realizes the mental occupation of the new category of "smoke cleaner", but also obtains the top 2 search volume of in-app range hood category, and the sales during the 11.11 promotion period increased by 212% year-on-year. Hisense TV’s new product E7K is based on the multi-dimensional evaluation of platform users and editors, and realizes the effective planting of grass by product word-of-mouth. After the start of the last payment day, its GMV brand accounted for 17%. In addition, iFLYTEK hearing aids are also based on a complete marketing strategy, becoming the first GMV in the hearing aid category during the pre-sale period.

In the recommendation of new products, what is worth buying not only pays attention to the refinement of brand selling points, but also is better at combining with user requests. Zhang Yuang introduced that during 11.11 this year, the platform focused on increasing the recommendation frequency of mini hosts. Since 2023, the number of mini host products has expanded rapidly, and a large number of traditional PC brands and new PC brands have launched mini host products. "Mini host products have the characteristics of small size and complete interfaces. Although the performance and scalability are not as good as traditional desktop computers, they can meet the needs of most consumers. Therefore, we have increased the recommendation of this category, so that more consumers can enjoy the dividends of technological development." Zhang Yuang introduced.

Advantageous categories lead the way, with a significant upgrade trend

As a leading category, major appliances have maintained strong growth since the 11.11 pre-sale period. As a GMV billion category, they still achieved a year-on-year growth of 66.3%.

"Big promotion to buy big items" is the common mind of users who are worth buying. Many consumers will take advantage of the big promotion price to explore, prepare in advance, and focus on purchasing high-customer unit price products. The overall consumption trend this year shows that mid-to-high-end electrical appliances are more favored by the market. Take TVs as an example. Among the top 10 items worth buying on the platform, only two are priced at less than 5,000 yuan; the Sony XR series, which sells for tens of thousands and is equipped with an independent cognitive chip, accounts for three seats in the top 10 sales. " This year, the overall customer unit price of the TV category has increased significantly, and high-end products with large screens with technical advantages are more popular in the market. 85-inch has become the mainstream, and 4K, laser, smart screen, and high-brush screen have become consumer shopping hotspots. Relatively speaking, the overall proportion of TVs with low customer unit price has declined. "Zhang Yuang introduced.

In the choice of washing machines, the trend of consumer category scene differentiation is obvious. Single wash, wash and dry integrated, wash and dry set, Gemini wash, mother and baby wash and other tracks have their own user market. During 11.11 this year, the price of integrated wash and dry machine and Gemini washing machine ushered in a drop, and the share of corresponding brands also increased. Overall, wash and dry sets that are more suitable for "lazy economy" and quality life needs are more popular with users than single washing machines. There are 7 wash and dry sets in the top 10 sales list.

In the air conditioner category, sales of fresh air functions and large-scale products have increased significantly, demonstrating users’ "improved demand" for air conditioners. With the continuous implementation of measures to promote green energy-saving home appliance consumption in various places, "green energy-saving" has become the mainstream choice for consumers when purchasing large household appliances this year. Air conditioners with frequency conversion cooling and heating, new level energy efficiency, and power query functions are more popular with consumers. Hualing, Xiaomi, and Gree have become the preferred brands for platform users.

In the choice of refrigerators, Chinese consumers still reflect the upgrading trend: French four-door, free embedding, dry and wet storage, aseptic defrosting, and maternal and infant-grade ion purification functions have become keywords. Because of its ultra-thin and beautiful design and relatively good performance, embedded refrigerators are more in line with users’ aesthetics and the need for efficient use of space, making them the first choice for consumers. Eight of the top 10 refrigerators in terms of sales are embedded refrigerators. Casarte’s free embedded four-door refrigerator occupies the first place in GMV, while Rongsheng refrigerator occupies three seats in the top 10 of GMV with its rich product matrix and high cost performance.

Fulfill functional needs and provide emotional value

During this 11.11 period, What’s Worth Buying launched the "Flat and Beautiful" area to recommend domestic products to consumers. The categories cover beauty, personal care, clothing, outdoor sports, small household appliances and other popular categories of big promotion, helping high-quality domestic products to reach consumers efficiently. In the future, this area will also be built into a long-term column of the platform.

It is worth mentioning that in the report card of quality consumption, domestic brands play an increasingly important role. On the one hand, domestic brands have a more accurate "control" of people’s needs. Zhang Yuang analysis, relying on the advantageous supply chain, domestic home appliance brands not only have richer product line choices, but also have faster iterative response speed, especially because they are closer to the needs of Chinese consumers, whether it is scene satisfaction, functional design or cost-effective delivery, they are more recognized by consumers.

Taking refrigerators as an example, based on a deep understanding of people’s kitchens and lifestyles, the functions and designs of domestic refrigerators, such as larger freezing space, more flexible four-door storage, and more free embedding methods, are more popular with Chinese consumers. In the first phase of 11.11, the top 10 GMV of refrigerator categories are all domestic brands. In the washing machine category, domestic products have swept the top 10 GMV of washing machines based on functional design that is more in line with Chinese consumers’ usage habits, and more considerate user service and after-sales. Haier and Little Swan have become consumers’ preferred brands. As a new representative of domestic home appliances, high-priced dishwashers have occupied 2 seats in the 11.11 TOP3 single product category of kitchen and bathroom this year. Mijia has 16 sets of large-capacity embedded drying smart dishwashers and Haier has 14 sets of large-capacity embedded washing integrated dishwashers.

In the categories of overseas brands such as sports equipment that have topped the chart all year round, domestic products have also performed well during 11.11 due to their technological power and cost performance. Hongxing Erke Zhijing series, 361 ° Flying Burn, and Pick State Pole series running shoes are all sold out immediately; in terms of fabrics, domestic outdoor clothing brands have also made rapid efforts. Taking Boshi, Polaris, and Pioneer Snow Eagle as examples, they have developed snow-level jackets containing eVent technology fabrics, which has raised product professionalism to a higher level and provided users with a lot of choice and reference in terms of price.

In addition to functional needs, domestic brands also pay more attention to people’s emotional value satisfaction. For example, the pet economy, as a 100 billion consumption track with great companion value, attracts more and more domestic pet brands to enter the market. During 11.11 this year, domestic pet brands shone brightly. JD.com Jingzao defeated the traditional top brands in the pet staple food category. Among them, JD.com Jingzao freeze-dried double-spell full-price cat food 10kg fish flavor became a category explosion. With higher cost performance, domestic brand preserved eggs surpassed platinum diamonds to become the GMV champion in the cat litter category. With the rise of "Buddhist pet raising", after the automatic cat litter box and automatic feeder, the automatic pet drying box has also become one of the must-have products for pet owners. During 11.11, Homan Pet Drying Box Pro became the champion product in the pet cleaning and beauty category. In addition, intelligent fish tanks have also become the first choice for fish farmers. Aquarium products are the absolute advantage of domestic products, and the three major domestic fish tank brands of Mijia, Sensen and Chuangning cover the top 10 GMV categories.

With the 11.11 process nearly halfway through, from the What’s Worth Buying platform data, quality consumption is still the most important keyword for big promotion, and domestic brands are playing an increasingly important role in it. In the future, What’s Worth Buying will continue to build content and data capabilities to bring a happier consumption experience to every consumer, and also help high-quality goods and brands establish more communication methods with consumers, creating a beautiful world where consumer information flows freely.