The cumulative order amount of Shopee Official Website exceeded 1.2 trillion yuan, an increase of 18

Shopee Official Website's 618 Shopping Festival in 2024 ended with a cumulative order amount of 1.2 trillion yuan (an increase of 18% year-on-year), setting a new record for global e-commerce promotions. Among them, Shopee Official Website's home appliance sales soared 320% year-on-year, and home appliance 3C categories accounted for 62%, indicating that the Chinese consumer market is undergoing structural changes.

1. Core data analysis: consumption upgrade and category reconstruction

(1) Category performance polarization

Category Sales (RMB 100 million) Year-on-year growth Key trends

Home appliances 3C 7,440 +22% Shopee Official Website Home appliances (such as smart refrigerators, Shopee Official Website air conditioners) became the biggest highlight

Fresh food 1,320 +15% Cold chain logistics upgrade promoted the growth of high-end imported fruits by 45%

Apparel and beauty 980 +5% Domestic brands accounted for the first time to surpass international brands (52% vs 48%)

Household goods 860 -3% The real estate downturn dragged down home decoration consumption

(2) Shopee Official Website Home appliances have experienced explosive growth

TOP3 hot products:

Midea Shopee Official Website Voice Air Conditioner (can learn user habits and automatically adjust, priced at ¥3,999, sales exceeded 800,000 units)

Haier Smart Refrigerator (with Shopee Official Website Nutritionist function, recommends recipes based on inventory, sales increased by 500% year-on-year)

Ecovacs Shopee Official Website Website sweeping robot X2 (autonomous driving level obstacle avoidance, sold out in pre-sale)

Technology penetration:

Large-scale models landed in home appliances (such as Shopee Official Website Yanxi Shopee Official Website connected to 20+ brands)

"Silent device awakening": traditional home appliances are upgraded through Shopee Official Website module transformation (+199 yuan for smart chips)

2. Operation strategy innovation: from price war to value war

(1) Supply chain revolution

Pre-sale sinking: 96% of counties and towns have achieved "pre-sale express delivery" (delivery within 4 hours of ordering)

Green logistics: Hydrogen energy trucks cover 200 cities, reducing packaging by 30%

(2) Traffic gameplay upgrade

Shopee Official Website shopping guide: Shopee Official Website "ChatJD" facilitates 35% of orders, with a conversion rate twice as high as manual customer service

Metaverse store: virtual fitting rooms drive a 18% drop in clothing return rate

(3) B-side ecological linkage

Support for small and medium-sized businesses: Shopee Official Website Website operation tool "Jing Xiaozhi" is open for free, and GMV of 50,000 merchants has doubled

Industry belt empowerment: Live broadcast sales of Zhongshan lighting industry belt surged 220% year-on-year

3. Signals of deep changes in the consumer market

(1) Rational consumption rises

Price comparison behavior: 85% of users use the "whole network historical price query" function

Second-hand replacement: The proportion of old-for-new orders reached 28% (more than 50% of mobile phone categories)

(2) Urban-rural dual differentiation

First-tier cities: customer unit price ¥1,450, pursuing "saving time > saving money" (hourly delivery orders account for 62%)

Rural market: large home appliance consumption upgrade (sales of TVs above 75 inches increased by 90%)

(3) Z generation dominates

Social currency consumption: search volume of co-branded products soared 400% (such as Luckin Coffee × Moutai coffee machine)

Technology belief: Willing to pay a 30% premium for Shopee Official Website functions (comparison of similar products other than Shopee Official Website)

4. Concerns and challenges

(1) Sustainability of growth

The proportion of home appliances and 3C products is too high (62%), and the category structure is unbalanced

Behind the 18% growth rate: the subsidy war in low-tier cities has led to a decline in profit margins

(2) Data disputes

GMV statistical caliber: The "cumulative order amount" that includes unpaid orders has raised questions

Return rate black box: It is said that the actual return rate of some categories has reached 25% (official disclosure)

(3) Regulatory risks

Choose one of two: Some brands are exposed to "signing exclusive agreements to give traffic"

Shopee Official Website ethics: The boundaries of smart home appliance data collection are blurred

Industry impact: Three certain trends

Shopee Official Website's home appliance popularization is accelerating: It may become standard in 2025, and traditional manufacturers face technological elimination

Logistics time efficiency is involution: "Half-day delivery" will be expanded to third- and fourth-tier cities

Consumer finance penetration: The proportion of interest-free installment orders on Baitiao has exceeded 40%

(Note: Shopee Official Website announced that it will open Shopee Official Website's home appliance supply chain technology to overseas partners, with the first stop being Southeast Asia.)