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To this end, major e-commerce platforms have launched a variety of promotional activities, targeting the rising middle class, consumers began to gradually pursue high-quality products, and began to value personalized enjoyment and self Identity, consumer upgrades forced consumers to continue to rationalize online shopping. 
The rise of the middle class drives consumption upgrades
Compared to 2014, the penetration rate of most of China's merchandise categories increased in 2015. In particular, the penetration rate of cosmetics rose by 12 percentage points, and Internet usage increased by 11 percentage points.
Among them, the growth of Internet use rate is remarkable because of the young middle class in China. The generation born between 1985 and 1995 is now 20 to 30 years old. This group of relatively affluent, technology-savvy young people is rapidly growing and becoming China's future middle class.
According to a survey report recently released by an authoritative domestic organization, China’s young middle class will contribute 35% of the total consumption in the next five years (compared with the current 15%), and this group expects 6-12 months of income in the future. The most optimistic.
In addition, China also has the largest e-commerce market in the world. Among the Chinese respondents who participated in the survey, the Internet usage rate was over 80%, and the smartphone usage rate was as high as 90%. The report estimates that online sales will increase by 20% to 26% from 2016 to 2018, and will account for 16% of total retail sales in China in 2017.
The rise of the middle class drives the transformation of consumerism in the market. Consumers value quality and price in quality and quality. If the low-end price does not bring about a better user experience, the favored consumers will become less and less. The proportion of small molecules is getting lighter.
Fan economic trend users become market-driven
Faced with the change in market demand, this year's 618 major e-commerce themes have placed users first, Jingdong first positioned the 618 “Online Carnival†as a “quality carnivalâ€. On the one hand, it is to meet the upgrade of quality consumption. On the one hand, it is also to further strengthen the "quality" brand gene.
In the 618 quality promotion, JD.com's main household appliances promote high-quality home appliances. Since June 1, Gree, Midea, Haier, Hisense, LeTV, Philips, Sony, Samsung, Siemens and other mainstream Chinese and foreign brands will launch brand day in JD. Promotions, eager to seize 618 promotion event.
Tmall is the first to link Alibaba Retail, Alibaba Cloud, Alibaba Digital Entertainment, EuTec Group, and global IP partners to create a 618 "fan carnival" with international brands to "move from the consumer economy to the fan economy."
Tmall upgraded its product consumption to IP content consumption, created a fan economy, and built an IP (content)-fan-brand-consumer interactive new eco-industrial chain based on user needs, which is in line with the customization and personalized needs of the middle-class consumer.
Suning Tesco’s promotion of “Experiential consumption†for the 618-year-old China Unicom started offline stores on the 8th of June to enter the battle mode ahead of schedule. During the period of 618, it will also combine all kinds of high-quality resources, starting with commodities, prices and services. Completely blocking opponents. At the same time, Suning will also cooperate with Tmall, based on member big data analysis, through C2B reverse customization, to the user output high-quality customized products and services.
The major e-commerce platforms through a variety of promotional activities, is intended to attract a group of stable fans, according to Ovid Cloud Network (AVC) forecast, 2016 618 sales week (16W25, 6.13-6.19), color wire on the market Retail sales will increase by 39% year-on-year; 4K TV penetration will reach 32%, up 14% from the same period last year; 55+ TV penetration will reach 27%, up 7% from the same period last year; penetration of curved TV will reach 4%, an increase of 3% over the same period of last year; penetration of ultra-thin TVs will reach 2%, an increase of 2% over the same period of last year.
Low-cost and high-end co-existing color TV market or dual swords
As the technology matures, the price of TV panels continues to drop. TV prices, which are more watery, began to return to their original position. The high-end TV's price-performance ratio continues to increase, and the prices of quality products will continue to decline. However, the prices of high-end products, new technologies added, and products with completely different usages will not drop too much.
Liang Zhenpeng, an analyst in the home appliance industry, pointed out in an interview with a home appliance alliance network that middle-class consumption has a clear attribute tendency, focusing on the fit of products with their own identity, as well as the enjoyment of professional services and private experience. The middle class has become the main force of consumption and has quietly become the consensus of the color TV industry.
The middle class is creating a huge potential consumer market, which is conducive to promoting the upgrading and virtuous circle of the consumption structure and industrial structure, and creating the driving force for economic growth and structural optimization.
The appearance of high-end products captures the consumption power of the middle class. Within the range that consumers can accept, prices can bring fresh feelings of use. The full sense of science and technology is what the middle-class consumers think of color TV sets. Product demand.
While taking into account middle-class consumers, such as 999 yuan 42 å‹ + economic color TV products are also taking the lead, taking into account the larger base of the Chinese population, the difference in the concept of consumption of each group of people, to ignore the other is the most inappropriate approach, and now TV The industry is advancing toward the integration of high-end and economical products, while taking full advantage of the Internet platform, the entire industry will continue to advance.
In recent years, with the development of e-commerce, the Internet has gradually entered people's lives. From entertainment, communication, and finally shopping, it has gradually become a network platform. The e-commerce platform has saved a great deal of costs, and correspondingly it can also bring more consumers. Low prices have brought about a surge in the online market.