Jun 3, 2020|
Sales of Michelin Tires Hit RMB 1 Million Yuan in 5 Minutes on Day 1 of 618
by Vivian Yang
Tire consumption soared during the 618 shopping festival. In less than 5 minutes at the launch of the promotion on June 1st, Michelin beat the sales record of RMB 1 million yuan (about US $143,000).
Other famous tire brands also experienced sales surges on the first day of the promotion: Sales of Continental AG rose by 350% compared with the same day last year, while Pirelli’s sales were up by 730%, Bridgestone’s 10 times, Dunlop’s 12 times, Goodyear 14 times, and Hankook’s 14 times. Total sales of tires on JD’s platform on June 1st alone increased by 231% compared with same day last year.
Demand for auto maintenance products was also up: total auto parts sales increased by 378%, Mobil engine oil up by 108%, Aisin Auto products up by 208%, NGK 165%, Ferodo 180%, and Osram 316%.
The rise of online tire shopping is boosted by the rapid emergence of the “Internet + Service” retail model in China by which customers can order automotive parts online and have them sent directly to designated offline stores for installation and maintenance. Data shows that over 80% tire buyers on JD.com also booked affiliated offline services at the same time as placing the order.
Take Michelin as an example. Based on a strong partnership with JD.com, customers who bought tires on JD’s first-party Michelin flagship store will be provided priority to choose high-end car service networks such as TYREPLUS, enjoying a one-stop premium service experience including tire shopping, delivery, installation and maintenance.