The sales of multiple categories of household appliances in the "Double 11" market have doubled, and

The annual "Double 11" shopping festival has officially come to an end.

As the highlight of this year-end feast, the home appliance category performed outstandingly. On November 12th, multiple listed companies such as Haier Zhijia and Midea Group announced their "Double 11" results, winning the top spot in various categories such as Dajia Electric and Washing and Drying Kits on the internet.

From online channels, Tmall released a battle report showing that in the first hour of pre-sales on Double 11, 229 mobile phone and home appliance brands sold more than all last year. Haier, Dell, vivo and other 158 brands saw a year-on-year growth of over 100% in the first hour compared to last year.

And in offline stores, the home appliance industry has also ushered in a long lost warmth. According to data released by, from October 20th to November 11th, home appliance "shopping" consumption continued to heat up, with a year-on-year increase of 60% in customer flow in core offline stores nationwide. A reporter from Securities Daily visited multiple comprehensive home appliance stores such as Shundian and Suning, and found that during the "Double 11" period, green and energy-saving home appliances and heating "magic tools" became popular, with sales showing a 200% growth.

At the same time, emerging home appliance products are densely emerging. In multiple platforms and stores, the sales of new trend home appliances represented by washing and drying sets and sweeping and mopping robots have doubled.

"In this year's' Double 11 'promotion, green intelligence, sets, and emerging categories of home appliances have performed outstandingly, becoming a' bright color 'and forming a new trend of consumer upgrading. Under a series of policy incentives, the prosperity of the home appliance sector has rebounded, and the valuation of the sector is expected to recover. Next year, with the promotion of new product launches, strengthened marketing, and channel expansion by enterprises, the home appliance industry is expected to further improve." Zhang Jianfeng, Secretary General of the China Household Electrical Appliances Business Association, stated in an interview with Securities Daily.

Online multi category growth doubles

New trends in home appliances show impressive performance

The home appliance category is undoubtedly the highlight of this year's Double 11 promotion. According to star chart data, during the Double 11 period (October 31st to November 3rd), household appliances and mobile digital products ranked among the top two in sales on comprehensive e-commerce platforms, with sales of 49.4 billion yuan and 42.1 billion yuan respectively. According to data from JD Research Institute, just 30 seconds after the opening at 8pm on October 31st, the total transaction volume of JD's home appliances, home furnishings, and daily necessities category exceeded 1 billion yuan.

According to data from, during the "Double 11" period, the sales of new trend home appliances represented by washing and drying sets and sweeping and mopping robots increased by 117% and 132% year-on-year, respectively. Taotian Group stated that the scale of users and merchants has significantly increased, with a cumulative total of over 800 million visits throughout the entire cycle, reaching a historical peak. BOE News reported that in the first week of "Double 11", the transaction volume of ultra-thin flat embedded refrigerators and other household appliances increased by over 300% year-on-year.

Home appliance giants have also disclosed their "Double 11" battle reports as soon as possible. As of 24:00 on November 11th, Haier Smart Home has won the first place in the entire network of the 2023 "Double 11" home appliance industry, which is also its 12th year as the first place in the entire network. The relevant person in charge of Haier Smart Home told Securities Daily that in terms of channels, Haier Smart Home has achieved some differentiated new results this year, mainly reflected in population assets, member size, and other aspects. Haier Smart Home in "Double 1"