April 18 is the birthday of Gome Online, and it is also the birthday of Gome Online mascot "Little Tiger". It is Gome Online that takes 4 18 as the first opportunity.
1, the peak season of air conditioning sales, driving the sales of complete sets of household appliances.
April every year is the time when air conditioning sales channels are open. Well-known air-conditioning manufacturers headed by Gree, Haier and Midea will take April as an opportunity to carry out corresponding brand activities. According to the relevant data of Zhongyikang in March this year, the air-conditioning online market still maintained a rapid growth trend, and the retail sales increased by 2 12.6% year-on-year. At the same time, the real estate market will pick up in 20 16, and the market demand for smart home products, empty net products and kitchen appliances will also increase, which is definitely a major positive for the home grid purchase market in April, and e-commerce platforms have taken the opportunity to make efforts.
2. Young consumers' right to speak at home has improved.
In addition, in recent years, "iterative purchase of new products" of household appliances is constantly replacing "functional purchase" and becoming the mainstream consumption trend. The income of many young consumers has increased significantly, and their right to speak at home has also been continuously improved. Even if the "old things" bought by their parents can still be used normally, it is difficult for them to enter the eyes of these young consumers, who are the main contributors to e-commerce GMV.
3. Traditional holiday sales In recent years, the constant coldness of traditional holiday sales is also an opportunity for 4 18. According to Zhongyikang data, the retail volume of the market increased by 6.3% year-on-year, but the growth did not come from the traditional holiday market. Festivals on New Year's Day, May Day, 1 1 month 13 have all declined, and Zhongyikang predicts that this phenomenon will be more obvious this year. It can be seen that 4 18 is not only the start-up day of white electricity sales fever, but also a tentative festival for major e-commerce giants to intercept May Day.
(Reference:
Phoenix Net: What is the intention of Tmall JD.COM Gome Online to spend a lot of money on "4 18"? )