The annual 618 e-commerce promotion is in full swing, and the entire online consumer market continues to heat up.
In an environment where overall consumption is recovering, department store products have once again become the main force in e-commerce consumption.
Among them, the three core categories of beauty, hardware, and daily necessities have ushered in a new growth trend with the advantages of rigid demand attributes, high repurchase, and rich scenarios. They are also the most stable and profitable e-commerce track in this year’s 618.
1. Consumption trends have changed dramatically!
The department store industry completely bids farewell to low-price intrusion
In recent years, consumers’ shopping concepts have changed significantly. They no longer blindly pursue low prices, but pay more attention to quality, practicality, appearance and cost-effectiveness.
As the category closest to people’s livelihood, the department store industry has a strong ability to resist risks.
Whether it is daily home use, rental renovation, personal clothing, or daily cleaning, department store products are indispensable.
Compared with the more volatile apparel and digital categories, beauty, daily necessities, and home hardware have stable demand, a wider audience, and a more solid market base.
At the same time, short video planting, live streaming, private retail, and the popularity of omni-channel consumption have allowed traditional department stores to break through the limitations of offline stores, and online sales have increased year by year. This year’s 618 growth momentum is particularly obvious.
The second and third major department stores are in full swing, and each category has new opportunities
1. The beauty track: functional, domestic, and daily oriented
Beauty is still the top e-commerce track, ranking first in consumer popularity all year round.
This year, beauty consumption is no longer limited to big-name hot-selling products. Domestic cosmetics, functional skin care, light makeup, and daily personal care are all popular.
Consumers are paying more and more attention to the safety of ingredients, repair and moisturizing, oil control and anti-aging and other subdivided functions. Products that are affordable, practical and cost-effective are more popular.
At the same time, small items such as fragrances, body care, toiletries, and beauty tools continue to break out of the circle, getting rid of the holiday-limited attributes and becoming normal hot-selling categories that can be sold all year round.
2. Hardware track: from construction site tools to home necessities
The hardware category that many people ignore is the dark horse track that has grown the fastest in the past two years.
Traditional hardware has an old and monotonous impression, but now daily household hardware has completely emerged.
The craze for rental house renovation, old house renovation, home renewal, and minimalist home decoration has driven the sales of door locks, hinges, handles, hooks, bathroom accessories, small household tools, and smart hardware to soar.
Hardware products are durable, repurchase is stable, competition is small, and return rates are low. It is a typical department store category that makes money silently. The demand for 618 home improvement renovations is concentrated, and the advantage of the track is further amplified.
3. Daily necessities track: an eternal traffic base that will never end when it is needed
Daily necessities are the cornerstone of department store e-commerce and the most stable evergreen track.
Household cleaning, storage and organization, kitchen utensils, small household items, and disposable daily necessities are products that are urgently needed and frequently consumed by the entire population, and are needed by everyone regardless of season or group of people.
As the quality of everyone’s home life improves, daily necessities that are simple, good-looking, environmentally friendly, and made of environmentally friendly materials are becoming more popular.
This type of product has a low unit price per customer, is easy to grow, and sells quickly. It is very suitable for short videos and live broadcasts to bring goods. Every time there is a big sale, there will be a rush to stock up in bulk.
3. The core advantages of 618 department store e-commerce: rigid demand, high repurchase, huge incremental space
Compared with other e-commerce categories, the advantages of the three major department store categories are very prominent:
1. Extremely wide audience: covering all scenarios of men, women, old and young, home, office, rental, and decoration;
2.
Stable repurchase: daily necessities are consumed quickly, beauty products are needed daily, and hardware replacement cycles are stable;
3. Lower risks: no obvious seasonal restrictions, no significant market fluctuations, and lower return rates;
4. Adaptable to global traffic: short video planting, live streaming, window retail, and private sharing are all easy to place orders.
Under the general trend of rational consumption this year, consumers are more willing to spend money on products that are practical, urgently needed, and improve the quality of life. This has also allowed the department store industry to completely get rid of low-price involution and usher in a new development stage of quality, refinement, and scene-based development.
With the 618 promotion, department store e-commerce has become the core growth point of online consumption.
Beauty is responsible for beauty consumption, hardware supports home upgrades, and daily necessities maintain the basic needs. The three major tracks complement each other and are full of potential.
In the future, department store products that are close to life, meet rigid needs, and have upgraded quality will continue to occupy the mainstream of online consumption. They are also a high-quality e-commerce track that is stable in the long term and worthy of continued attention.
