618 e-commerce day is on the countdown. Focusing on the most important promotion node of the household appliance industry, the whole industry has made great efforts to expect a sales explosion. Among them, Midea has rarely lowered the promotion price of two air conditioner cabinets to the price positioning of second-line brands; foreign brands such as Sony and Bosch Siemens will also join in the promotion, and 618 promotion will extend from medium and low-end products to high-end products. Sales in the first quarter were not as expected and needed to be boosted by 618. "This year's 618 e-commerce day is very critical, mainly because the sales performance in the first half of the year is far less than expected, and the year-on-year acceleration is catching up with the bottom, and the whole industry expects a sales explosion." A color TV brand leader in an interview with reporters said. He said that the pressure on the industry this year is relatively high, and the domestic color TV market has a negative growth from sales to sales in the first quarter. Online traffic growth has also seen a turning point. E-commerce platforms such as tmall and Jingdong have been growing at a high speed in the past, and they are also under pressure this year. The air conditioning industry of "watching the weather and eating" is similar. According to AVC's Omni channel data, due to the weather, from January to April this year, domestic air conditioning retail sales amounted to 56.7 billion yuan, down 0.2% year-on-year; among them, offline sales were 39 billion yuan, down 9.1% year-on-year. Different from color TV, the air conditioning industry still has a large amount of inventory to be released, and in the past years, 618 is a good time to borrow low prices to clear inventory. According to industry online statistics, as of the end of May this year, the air conditioning industry channel inventory of nearly 50 million units, a new record. Foreign brand high-end products have also joined in the promotion. According to Liu buchen, a senior in the household appliance industry, the price competition of 618 this year is inevitable. First of all, one month before the e-commerce Festival, Skyworth's Kukai directly challenged Xiaomi, reducing the price of 40 inch LCD TV to 999 yuan, and the first round of stock was as high as 500000 sets; the price of 70 inch TV was reduced to 3999 yuan, unlimited supply, so as to compete with Xiaomi TV for the first brand online. Midea also rarely lowered the promotion price of two air conditioner cabinets to the second-line brand price positioning. Based on the pressure of performance, the second-line brands also began to cut prices regardless of the cost. The thousand yuan air conditioner, which has been extinct in the industry for a long time, has reappeared. The manager of a kitchen appliance brand also told the reporter that the May Day holiday had failed to achieve the goal. Even though the headquarters seldom reduced the price for promotion, 618 also made the biggest price reduction in recent years, and the total promotion investment is expected to be higher than that of double 11. Some manufacturers also told reporters that this year, the 618 promotion of home appliances will start to extend from low-end products to high-end products, including Sony, Bosch Siemens and other foreign brands. E-commerce tycoons are also in advance of the layout. In 618 this year, Ali's investment scale is similar to that of double 11, and will build the largest tmall 618 in history; Jingdong has invested more than 10 million people with its partners in preparation for the 618; Gome has invested 500 million yuan in subsidies to support the trade in of old and new products. Another feature of 618 this year is that the input of resources will be greatly higher than that of previous years, because the free traffic will be reduced, and more users will have to rely on paid traffic. Different from previous years, the third and fourth tier markets are likely to become the home of 618 promotion. A person in the air-conditioning industry told reporters that, different from the primary and secondary market, the vast rural market is still the "blue ocean" of the home appliance e-commerce market, which can be said to be the last virgin land of the household appliance industry. At present, it can speed up the coverage of Jingdong and Guomei, and can also cover the cities of Jingdong and Tianmai. Suning, for example, announced that it would use 5000 Suning e-buy County stores and more than 1000 county-level service stations to sink brand goods and standardized services to counties, towns and communities. In recent years, the rise of pinduoduo is also because it meets the consumption needs of some rural users. With Jingdong, tmall, Suning, Gome, etc., speeding up the "going to the countryside" and the emergence of pinduoduo, after the online and offline channels have been opened up, the rural home appliance market business opportunities will further explode. The above-mentioned people told reporters that it is for this reason that manufacturers are willing to follow these businesses to sink channels. "This year, most of my market is to run to villages and towns, and the rural consumption potential has exceeded expectations." At the launch meeting of 618 promotion, Hou Enlong, President of Suning e-buy group, announced that 5000 stores in Suning e-buy county and town would participate in the promotion. Jingdong's idea is to integrate the new super experience stores in large and medium-sized cities and more than 10000 home appliance stores in county and town markets to form a complete offline business map, and to supplement the offline channels of low-line cities by purchasing the existing stores of five-star appliances. This 618 year, due to the competition and upgrading of tmall, Jingdong, Suning, pinduoduo and other platforms, many home appliance manufacturers have to choose between platforms, that is, they are forced to "stand in line" again. As 618 entered the countdown, Midea household appliances, Supor, Jiuyang and other household appliance enterprises announced their withdrawal from the official flagship stores in pinduoduo. Jiuyang believes that flagship stores should have a high-end brand image, which SUPOR claims is a normal channel adjustment. But making such a move at this node should still be under pressure from businesses, which is likely to be the result of being asked to "choose one from two". The reporter learned that at the beginning of June, a leading domestic appliance retail giant had publicly asked the mainstream home appliance partners on the platform to close the products on pinduoduo platform