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Compared with Double 11, there are not many home improvement companies that posted sales reports in 618.

However, there are still some hardcore characters who are accustomed to brightening their muscles and constantly throwing out good results.

In 2021, the momentum is still like a rainbow.

According to the observations of Dacai Research, after the end of 618 this year, JD.com and Tmall platforms all have home furnishing category transaction lists; at least dozens of companies have successively announced rankings or transaction status.

In any case, it is a kind of courage to dare to show performance, which will enhance the brand's ability to endorse.

One of the interesting changes is that smart home companies, as well as some companies in the development stage, have increased their rankings and transactions.

In view of the rigorousness of financial data, listed companies have lost a lot of reports, and part of it is only disclosing the performance of a certain event.

Let's take a look at the situation of some companies during the 618 period:

Red Star Macalline: Global sales totaled 8.63 billion yuan, online guided sales were 2.745 billion yuan, and the number of consumers increased by 31% year-on-year.

The number of online merchandise visitors on Tmall's same city site increased by 108% year-on-year, and Taobao live broadcast sales orders reached nearly 2w, a year-on-year increase of 186%.

Tmall’s guided transaction value increased by more than 500% year-on-year. From June 12th to 14th, Tmall’s super-brand transactions reached 1.18 billion yuan within three days, a year-on-year increase of 156%.

Home of Surprise: Global sales of 7.9 billion yuan, a year-on-year increase of 66%, online sales of 1.76 billion yuan.

Based on the above information, we found that most of these companies have announced the transaction status of key promotion nodes in recent years, revealing the year-on-year growth rate and the ranking of sub-categories are more common. Relatively few specific transaction data are published.

Lin's Wood Industry: The total turnover exceeded 1.06 billion, and the total number of visitors exceeded 47,644,060. It firmly sits on the top 1 of Taobao Tmall residential furniture.

Kadish: Tmall's smart lock brand with more than 618 billion yuan, the first place in the Tmall smart security industry, and the second place in the JD smart lock industry.

Among them, the K20Max, a new smart lock with 3D face and cat's eye, exceeded 10 million yuan in sales in the first hour.

Bunny: Total turnover was 62 million, a year-on-year increase of 20%, and opening bonus sales were 25 million+, which reached 2.3 times of last year's opening bonus sales. Jingdong 618 is the TOP5 in the home improvement industry, and Tmall 618 is the TOP8 in the whole house customization industry.

Accurately dispatched more than 8,000 orders to stores, an increase of 138% year-on-year; linkage stores were exposed and displayed, covering more than 2,000 stores.

There were 31 live broadcasts with a total duration of 108 hours. More than 17 million transactions were conducted in the live room. On June 8th, the live broadcast of the release conference of aldehyde antibacterial boards sold more than 1,600 orders.

Among them, the new Bunny easy-to-install products were selected into Tmall's small black box; 23800 whole house customized free upgrade of aldehyde-removing antibacterial board package was selected into the official Tmall recommended shopping list.

Fluorite: Focus on smart home cameras, Tmall network camera category triple crown (shop, brand, single product), Jingdong surveillance camera category double crown (shop, brand ranking).

In the smart cat’s eye doorbell, it won the triple crown of Tmall’s door mirror, cat’s eye and smart doorbell, and the double crown of JD’s smart cat’s eye.

Tmall smart lock TOP4, the opening hour exceeded the total of 618 last year, a year-on-year increase of 394%; the child escort robot was selected as the top three Tmall smart robot.

Luke: Mainly highlight the finger vein SV40, JD.com's No. 1 single product, with sales close to 15 times that of last year.

Deschmann: The entire network sold more than 100,000 sets, a year-on-year increase of 118%; 3D face recognition smart locks (over 2800 yuan) exceeded 16,000 sets, cat's eye smart locks exceeded 25,000 sets, and fully automatic smart locks exceeded 50,000 sets.

During the All-Star live broadcast, with Li Jiaqi, Luo Yonghao, Yang Lan, Zhu Xiaohan, etc., the main promotion of Swan Q2, Supreme treasure Q7, etc., concentrated on Taobao, Douyin, Kuaishou, Xiaohongshu, Zhihu and other platforms.

Li Jiaqi's single live broadcast attracted 110 million viewers, and the total order volume exceeded 20,000 sets.

Jimmy Home Furnishing: sales of all channels exceeded 1 million, a year-on-year increase of 620%. Key items include tape measure/US knife, player tool series, and Jimmy Box X series.

Yueying Home Furnishing: As of 24:00 on June 20th, Yueying Lighting has sold 1.45 million copper decorative lights on the whole network.

During the event, Yueying launched a 1999 yuan whole house copper lamp package, live the lottery, and gave out 18 Wuling Hongguang mini EV macarons, and invited Olympic champion Zhang Jike to live with the goods.

Lumi Lianchuang: 618 omni-channel sales exceeded 360 million yuan, and all smart customization exceeded 100 million (the total sales of offline smart home experience halls nationwide).

The best-selling products are the smart switch category, the smart curtain motor category, and the sensor category.

The company has more than 600 Aqara Home smart home experience halls, covering more than 300 cities, with a service team of more than 10,000 people, and 80% of them are located in shopping malls, such as Vientiane City, Plaza 66, Joy City, Wanda Plaza, etc.

Wrigley Sanitary Ware: Tmall, a year-on-year increase of 115%; Suning, a year-on-year increase of 36%; JD, a year-on-year increase of 89%.

I am at home: Jingdong store has more than 100,000 fans, and the platform provides one-stop home furnishing solutions.

Nobel Tiles: The number of customers increased by over 130% year-on-year, and the number of customer transactions increased by over 200% year-on-year. The number of customers served in 920 cities exceeded 200,000, with a total of more than 160 million exposures.

It is said that Jingdong 618 is the first in the category of wall and floor materials and the first in ceramic tiles.

Sofia: 618 sales of 336 million yuan, Tmall’s custom-made top spot, on June 18, sales of 61.17 million yuan. On JD.com, the sales of aldehyde-free packages increased by 47.88% year-on-year. Tong Dawei is invited to live broadcast the goods.

JD Home has announced a detailed ranking, including almost all categories such as home improvement building materials, furniture, and decoration customization.

The public information from JD Home Home is roughly ranked as follows:

Home improvement building materials: Jiumu, Chint, Wrigley, Op, NVC, Xiaomi, Panasonic, Siji Muge, Hengjie, Kohler.

Kitchen and bathroom: Jiumu, Wrigley, Hengjie, Siji Muge, Xijian, Panasonic, Kohler, Submarine, TOTO, Moen.

Lighting: NVC, OP, Panasonic, TCL, Philips, Yilai, BenQ, VVS, Foshan Lighting, Dongdong Home Furnishing.

Hardware tools: Bosch, Dongcheng, O'Laide, Wickers, Arad, Deli, Star, Dayou, Delixi, Gute.

Electrical materials: Bull, Siemens, Schneider, Chint, Delixi, Legrand, NVC, Op, Panasonic, ABB.

Smart locks: Xiaomi, Kadis, Luke, Deschmann, TCL, Philips, Xijian, Samsung, General Shi, Wrigley.

Infrastructure materials: Oriental Yuhong, Lizaiji, Dulux, Albena, Degao, Three Trees, Garboli, Viv, Newton, Dr. Xi.

Smart home: Chint, Xiaomi, Aqara, Duya, Oribo.

Bath top space: Op, Op, NVC, Panasonic, Midea, Yilai, Haier, AIA, Xiaomi, Philips.

Drying racks: Good wife, Mijia, Siji Muge, Mrs. Jin Gui, Mr. Bang, Panasonic, Philips, Heichuang, Yunmi, Panpan.

Children's suite: Youmanjia, Ou Fansen, Youxiang, Jingguan, Hecheng Home Furnishing, Growth Paradise, Cool Manju, Gejie, SOFSYS, Ximenbao.

Furniture: Quanyou, Zhihuashi, Xilinmen, Gujia, Mijia, Good Wife, Sihao, Black and White, Yalan, Golden Oak.

Jingdong original furniture: copper-wood doctrine, wood ink, style life, screaming design, and stone.

Whole house customization: Sophia, Oupai, Haier Whole House, Shangpin Home Delivery, Hao Laike, Weiyi Customization, Gold Kitchen Cabinets, Wo Le, Levi’s, Quanyou.

Decoration design: Bai'anju, Baojia Township Villa, Fan Hakka Home Decoration, Gold Mantis Home, Dongyi Risheng, Love Space, Living Home, Tubat Rabbit, Daxian Space Design, Orange Decoration and Worry-Free.

Village villas: Baojia, Meizhi, Yuanshu, Xiangben, Ruihua Mansion.

Wall and floor materials: Nobel, Dongpeng, Marco Polo, Eagle Brand, Natural, Dekor Floor, Jiusheng Floor, Yongyu Floor, Guanzhu Tile.

Objectively speaking, some companies have indeed performed quite well in the market in recent years. Behind the hard-core battle report, Dacai Research believes that four key pieces of information are actually hidden:

1. The company attaches great importance to key activity nodes and has invested a lot of preparatory work in the early stage.

For example, asking celebrities to do live broadcasts, e-commerce departments focus their efforts, cooperating with stores and dispatching orders, multi-channel accurate advertising drainage, and the creation of explosives, etc. The pre-collection has a certain scale, which supports the effect of subsequent activities.

2. Most of them have long-term operation of online stores such as Tmall and JD. They are familiar with the flow rules of e-commerce platforms, and have accumulated rich operating experience. Coupled with the investment of nodes and the dispatch of orders with the stores, they can often blast successfully.

Temporarily join in for big festival blasting, the possibility of success is relatively small, or the performance in the beginning will not be very beautiful. Currently, household retail brands that operate well in omni-channels have generally experienced years of hard work and accumulation.

3. The online and offline coordination is getting closer, which is an unstoppable trend.

Some companies are not only pursuing online transactions, but also doing their homework in dispatching orders, attracting traffic online, and then assigning them to nearby dealers, providing follow-up services, and keeping customers together.

Dispatch orders are free or charged.

4. For some manufacturers or distributors, it is 618 every week, because there are landing activities every week, and there are large-scale activities every month. Orders are continuously created, rather than concentrated on volume, so as to avoid troubles such as inventory and installation for the company.

The following is the sales situation of some categories of Jingdong, from which you can refer to some valuable product trend information.

The turnover of JD Home-based "Worry-Free Clothing" marked products increased by over 160% year-on-year.

The turnover of local space renewal also increased by 7 times.

The transaction volume of the 72-hour extremely fast renewal of the sanitary ware package also increased by 6 times.

Jiumu intelligent all-in-one machine 300X, Wrigley intelligent all-in-one machine 1114, Hengjie intelligent all-in-one machine.