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惊艳天猫618:全球品牌引爆品质消费

2017-06-18 21:01:48   国际在线

更贴心、更实惠、更有诚意也更强大的天猫618,开启了消费升级的新零售狂欢。6月18日零点刚过10分钟,天猫服饰整体成交突破10亿元,各细分品类全面爆发——女装1分钟破亿、运动户外不到2分钟破亿,男装6分钟破亿,男女鞋6分钟破亿,箱包17分钟破亿,内衣24分钟破亿。4分钟,海蓝之谜、资生堂销售超去年全天。用时7个小时,NIKE和ADIDAS官方旗舰店双双单店破亿。

消费者在10个小时里扫荡了4500万张面膜,如果将这些面膜全部展开,面积将近200万平方米,可以铺满300个足球场。国货赢回年轻人的心,百雀羚一刻面膜组合(25片)开场10分钟卖出超过16000组,一个妹子每天一片,足够从唐朝用到现在。

你也永远不能低估吃货们的决心,6月18日零点刚过,一大波吃货涌入天猫618,以强大的食欲和热情抢购零食、饮料、生鲜。结果开场仅仅4分钟,整体成交超过去年1小时,开售10分钟,同比增长达到450%。让我们讲得具体一点:泰国榴莲14分钟卖出320000斤,广西地道原产地小金黄芒果单商家单品15分钟售出47000斤……

最夸张的是亿滋与天猫独家合作推出的奥利奥饼干唱片机,这款闪耀着新零售光环的网红单品,吸引着大量天真无邪的小朋友、粉红少女心的妹子以及四处搜寻表白神奇的直男们。18日零点之后仅1分钟,就泄洪一般地售出了5000件。

消费升级已经成为主流。3000元的戴森吹风机、4000元的POLA精华面霜……这些“天价”日用品已经成为天猫平台新中产的日常之选。天猫618数据显示,资深剁手党们对“价格”敏感度下降,对商品品质的关注度则日益提升,在购物清单中还出现“一线城市爱维秘、二三线城市热衷洁面仪”的有趣分化。

天猫出海:只有企鹅不在服务区

巨大消费升级需求在天猫国际得到更清晰的展现。先透露一个小秘密, 20% 的00后男生在天猫国际的第一单,居然是彩妆,也许这也是一种消费升级。消费者总是对的。

海外尖货一向抢手,美国天衡宝狗粮5分钟2000件售罄,高端美容仪24分钟销售超过5000台,欧洲药妆届网红的安瓶半小时卖出50万只,丹麦B&O音响、欧米茄手表、松下电吹风、荷兰foreo洁面仪,澳大利亚麦片等均迅速售罄。

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