县域双11爆发 苏宁易购零售云销售增长48%

Core Insights - The data from Suning.com indicates a significant structural upgrade in major home appliance categories during the Double 11 shopping festival, with nearly 60% of consumers in first- and second-tier markets opting for AI-integrated appliances [1] - The sales scale in county markets grew by 48% year-on-year, with multiple categories achieving sales increases, particularly in dryers, dishwashers, and water purifiers, which have become the "new three essentials" [1][3] - The sales of smartphones, smartwatches, and wireless earphones saw remarkable year-on-year growth of 63%, 222%, and 374% respectively during the Double 11 period [1] - Major cities such as Shanghai, Beijing, Nanjing, Chengdu, and Xi'an emerged as the hottest consumer markets [1] Home Appliance Trends - AI-enabled home appliances that can sense and interact with consumers have become mainstream, with over 55% of smart appliance sales during Double 11 attributed to this category [2] - The health functionality of appliances has become a new consumer demand, with products like multi-tub washing machines, deodorizing refrigerators, and countertop water purifiers driving growth [2] - Regional preferences in home appliance consumption have been highlighted, with significant variations across different areas, such as large-capacity refrigerators in Northeast and Northwest regions, and embedded washing and drying sets in East China [2] County Market Performance - The county-level home appliance consumption reached a new peak during Double 11, becoming a crucial growth driver, with retail cloud sales increasing by 48% year-on-year [3] - Specific products like wall-mounted air conditioners, LCD TVs, and side-by-side refrigerators saw sales growth of 168%, 93%, and 104% respectively [3] - Customized home appliances have gained traction, with products like the "Mountain Camellia Series" refrigerator and "Ningmeng Series" air conditioner achieving sales of over 50,000 units each, indicating strong demand for high-quality, tailored appliances in county markets [3]