Magic Mirror Insight: In May 2024, Taobao and Tmall ranked first in the entire network with a growth rate of 90.1%

The “report card” of e-commerce platforms is released.

Consumer research organization Lijin released the "618 Consumer Electronics Industry Observation", and Tmall's digital 3C industry achieved the first place in both scale and growth rate.

According to data from the data agency Magic Mirror Insight, Taobao and Tmall ranked first in the entire network with a growth rate of 90.1% in May, Douyin ranked second with a growth rate of 69.2%, and JD ranked third with a growth rate of 30.2%. This growth trend was also extended in June. According to the data agency cooperated with Lijin, since the 618 sales started, as of June 10, the year-on-year growth rate of 3C digital GMV on the Taobao platform reached 55%, also leading other platforms, and the market share is dominant.

According to Magic Mirror data, in the Taobao 3C industry subcategories in May, the mobile phone industry was the key driving force, with a growth rate of 201.9%, and the sales accounted for the largest proportion, close to 40%, becoming a key category driving the growth of the market.

The next two categories were tablets and laptops, with growth rates of 133% and 86.8%. Mobile phones and computers are the categories with the strongest brand awareness in the 3C field, and brand flagship stores are also the core advantage of Taobao 3C digital products.

Li Jin analyzed that the sales structure of 3C digital products is shifting from traditional self-operated retail platforms to brand-operated stores as the main battlefield for explosion, and "platform + brand" direct cooperation has become a development trend in the industry.

Tmall not only includes flagship stores of Xiaomi, Huawei and other brands, but also has the world's only official online store authorized by Apple. In the past two months, Huawei's new Pura series, vivo's new S19 series, X100 series, Y200 series, etc., have all chosen to be launched on Tmall.

The Tmall Apple flagship store offers the same services as the Apple official website. iPhones in the Apple Tmall flagship store can be returned after activation (non-refundable once unpacked on third-party platforms). Apple student education discounts can also be processed, making it equivalent to the brand's second official website.

During the 618 shopping festival this year, Tmall Apple flagship store officially reduced prices for iPhone, iPad, Watch, AirPods and other products. Some products can be combined with Tmall category coupons. The iPhone 15 series is discounted up to 2,300 yuan, and the 128G iPhone 15 is 4,599 yuan after the discount, which is also on par with the prices of third-party platforms such as the 10 billion subsidies. This level of cooperation is very rare in Apple's history.

Faced with fierce external competition, Tmall invested a lot of red envelopes and subsidies this year to improve its price competitiveness . According to Tmall's official information, this year's 618, 15 billion was invested to issue 88VIP large coupons and 3C digital category coupons. Taobao's 10 billion subsidies focus on the "bottom price of the whole network", and cooperate with 3C digital brands to launch big-name "family buckets" such as Apple iPhone15, Airpods, iPad, Watch, etc. "Six-piece set" priced at 9999 yuan, attracting the attention of consumers across the network.

According to Tmall’s official data, Taobao’s 10 billion subsidy Tmall 618 sales increased by 596.5% in the first hour . The 3C digital industry is the main category of each “10 billion subsidy”, and the high growth of the 10 billion subsidy has become the driving engine of Taobao’s 3C category. On May 20, within one hour of the Tmall 618 sales, Apple’s transaction amount exceeded 1.5 billion, and Huawei, Xiaomi, vivo and other brands’ transaction amount also quickly exceeded 100 million. As of 9 pm on the 31st, Apple, Xiaomi, Huawei and other brands have all entered the “1 billion club”.

Zikuai Technology