Inventory of double 11 Consumer Electronic Battle Report： National subsidies are favorable, and services become the new focus of the platform.

In double 11 in 2024, some platforms started the Double Eleven promotion as early as October 14th, a whole month ahead of schedule, which can be said to be "very forward-looking".

With the end of the first phase, some consumer electronics have released battle reports. Although the battle report that "every family comes first" is always teased, double 11 is indeed a weather vane of the consumer industry. As Lei Technology, which focuses on AI hard technology, what trends have you seen in the consumer electronics industry from these battle reports?

Xiaomi is the first, and the consumption behaviors of different platforms are quite different.

In the field of smart phones that everyone is most concerned about, only Xiaomi announced the sales results of the "first stage" of the Double Eleven. According to the data released by Xiaomi, as of 23:59:59 on November 1, 2024, Xiaomi’s omni-channel cumulative payment amount has exceeded 19.7 billion yuan. Among the three core platforms of Tmall, JD.COM and Pinduoduo,Xiaomi also won the cumulative sales volume of domestic mobile phone brands, the double crown in sales volume (Tmall, Pinduoduo) and the first sales volume of mobile phone brands (JD.COM).

Image source: Xiaomi

Comparing the difference of single product sales in the three core platforms, it is not difficult to find the "preference" of users on different platforms for mobile phones. For example, the Xiaomi 15 mobile phone, which was also just released, won the first place in the cumulative sales of domestic mobile phones on the Tmall platform.Considering that Apple is the only overseas mobile phone brand that can pose a threat to Xiaomi in China market, Xiaomi 15′ s performance can be said to be excellent.

The situation of JD.COM platform is similar to that of Tmall.However, it is not Xiaomi 15(4000-5999 yuan grade) that has just been released, but the Redmi K70 Extreme Edition (2000-2999 yuan gear) released in July that won the first place in the sales of domestic mobile phones.Of course, Xiaomi 15 also achieved the first cumulative sales in its own price range. As for Pinduoduo, only Xiaomi 14 and Redmi K70 Extreme Edition got the first cumulative sales volume and sales volume in their own price range, and there was nothing wrong with Xiaomi 15.

Image source: Xiaomi

Comparing the three platforms, it is not difficult for us to sum up such a rule:Consumers in Pinduoduo platform are more sensitive to the final preferential strength and the available price, while the buying habits in JD.COM are more "polarized".

AI PC has become the core driving force for PC sales growth.

If Xiaomi "dominates" the mobile phone sales of the three core platforms, Lenovo’s sales in the PC category can also be described as "dominating". Lenovo won 23 titles in the JD.COM 11.11 computer racing rankings.It covers a number of lists, such as the sales of self-operated brands and the sales of Beijing-selected stores, especially in the category of thin and light books and games.

Image source: Lenovo

It is worth noting that there is no classification of AI PC in the sales classification of Tmall or JD.COM. Some people may think that this is because AI PC is not a climate. But in my opinion, this just proves that the concept of AI PC has penetrated into various categories.

Abstracting AI from actual hardware products to virtual software or services, this change makes the function of AI PC no longer constrained by high-performance game books.It has become an ecological function that spans thin and light notebooks, business notebooks, game books, tablet computers, all-in-one machines, and even servers and workstations.

Smart cleaning brands rely on product innovation to "fire fully"

In the field of intelligent cleaning that has risen in recent years, Xunmi Technology has also performed brilliantly in the opening stage of the Double Eleven: according to Xunmi’s data, in the "opening stage" alone, the total sales volume of Xunmi Technology’s core channels of all categories reached 2.1 billion yuan, with a year-on-year growth rate of over 100%, and it won the first place in many platforms such as JD.COM, Tmall, Tik Tok and Aauto Quicker.

As a leading brand in the cleaning electrical appliance industry, the sales performance of Xunyi directly reflects the market demand for intelligent cleaning products, and also shows that technological progress is the best driving force to promote product sales.As far as the development of the industry is concerned, the market of sweeping robots is still in the stage of subversive innovation. Compared with cost and channels, technological leadership plays a decisive role in the competitiveness of enterprises.

Image source: Chasing Technology

Long-term investment in innovative R&D is the most important cornerstone for establishing a "moat" for enterprises. There are many remarkable places in the domestic home service robot industry. At the beginning of its development, it quickly became famous with perfect technology. However, if it wants to build a solid moat permanently, its investment in technological innovation cannot be relaxed.

At present, Xunmi, Cobos and Roborock all have the potential to bring new development direction to the sweeping robot market, which can also be seen from their products launched in the first half of this year.Although it is not a big upgrade at first glance, it is generally developing in a more and more perfect direction. Moreover, there are many innovative functions. If it can be further improved and promoted to the market in the future, Xiaolei believes that more and more consumers will be interested in sweeping robots.

Parents pay the bill and let the intelligent education hardware sell out.

Like smart cleaning, intelligent educational hardware is also a hot item in recent years. As the education counseling industry has shifted from offline to online, intelligent education hardware has also become popular. According to data from JD.COM,Only in the "first stage" of the Double Eleven, the transaction volume of learning machine category increased by over 100% year-on-year, and the transaction volume of electronic education category and electronic paper book category increased by over 50% year-on-year.

In the category of learning hardware, there is definitely a dictionary pen that can’t be bypassed. With excellent product capabilities, Youdao Dictionary Pen has won double first place in JD.COM, Tmall platform industry and single product list.

Image source: Youdao

On the whole, the hot sale of intelligent educational hardware reflects the urgent demand of parents and students for high-quality educational resources, and the progress of technology has also made AI more and more widely used in the field of education.From the perspective of intelligent education, personalized and intelligent learning methods are gradually replacing the traditional education model.It can be predicted that with the support of education policy and the continuous growth of consumer demand,The intelligent education hardware market will maintain rapid development in the future, bringing more innovations and changes to the education industry.

State subsidies are a major feature of this year’s Double Eleven.

Judging from the sales trend of this year’s Double Eleven, "state subsidy" is undoubtedly an important keyword throughout the whole shopping festival.Whether it is AI PC, smart cleaning or intelligent educational equipment, the preferential strength of 20% state subsidies is quite attractive. For the platform, the intervention of state subsidies has made consumers who had a wait-and-see attitude join the shopping army.

For consumers, the introduction of the state subsidy policy has also effectively stimulated the potential consumer demand:The combination of subsidies and preferential activities of e-commerce platforms has formed a superposition effect, further amplifying the attraction of promotion.Take the M4 Mac mini just launched by Apple as an example. Under the dual effects of subsidies and preferential treatment, the Mac mini with an original price of 4,499 yuan has quickly changed from a "unproductive vase" to the "best mini computer for home use", and even sold out of stock for many times in JD.COM.

Image source: JD.COM

In contrast, without the promotion of state subsidies, consumers’ willingness to buy will never be so strong. As in 2023, under the joint influence of economic environment and consumer confidence, everyone’s enthusiasm for large-scale promotion activities has weakened.Consumers are more rational and pay attention to actual needs.If we only rely on the promotion efforts of the merchants themselves, it is estimated that it is difficult to open the gap between this year’s Double Eleven and last year’s achievements.

In addition to low prices, consumers pay more and more attention to service.

Service has also become the focus of this year’s double eleven platform competition.Due to the limited space for price concessions, e-commerce brands have also begun to develop competitiveness beyond price.Taking JD.COM as an example, with the excellent warehousing and logistics system in JD.COM, many mobile phone brands have reached cooperation with JD.COM, striving to deliver products to consumers as quickly as possible.

For example, vivo and Glory’s "one step ahead" plan will deliver the mobile phone immediately after its release, and deliver the new machine to the user as soon as the next day; With the support of "second delivery" in JD.COM, Xiaomi 15 mobile phone, which has won the first sales volume in multi-platforms, can be delivered to consumers in the store under Xiaomi Rice Noodle within one hour at the earliest.

Image source: JD.COM

In addition to the aging upgrade of distribution, pre-sales and after-sales value-added services such as trade-in and extended warranty services have also become a new battlefield for e-commerce platforms.This trend from price competition to service competition also reflects the maturity of the e-commerce industry and the upgrading of consumer demand.For e-commerce platforms and brands, only by constantly innovating in services can they stand out in the fierce market competition. In the future, the e-commerce platform needs to continue to make efforts to improve the user experience in order to win more market share.

This year’s Double Eleven Shopping Festival is not only an increase in consumption figures, but also a profound change in market structure and consumption concept.Price is no longer the only battlefield, and service, quality and innovation are becoming the new focus of competition.In this consumption transformation, as consumers, we are also the promoters of this e-commerce transformation. And the choices we made during the Double Eleven will also guide the market to develop in the right direction.