Industry Insights | Digital Electronics Back-to-School Product Selection Guide

The back-to-school season in September is a crucial time for the sales of digital electronics and mobile phones. To meet consumer demand and follow market trends, the business center will launch a back-to-school campaign, focusing on recommending products in categories such as mobile phones and accessories, 3C digital accessories, electronic education, and network devices/network-related products. On one hand, this will create a concentrated space for creative back-to-school expressions. On the other hand, it will provide a more multi-dimensional platform for businesses to launch new products, leading the back-to-school consumption trend and achieving increased visibility and business growth. The Back-to-School Refresh campaign is coming soon. For more details, please click on the link to the original article.

This report mainly analyzes and provides insights into the consumer electronics and home industry, covering the following main contents: Part One: External insights and reference to the traffic trends of the back-to-school season on Kuaishou; Part Two: Digital accessories stocking guide; Part Three: High-quality short video material reference.

📚External Insights: “Digital 3C and digital accessories” are one of the largest and most active consumer categories in the campus market.

The number of students on campus is gradually increasing, and the consumption scale is rising year by year.
With a new semester comes a fresh look. Daily necessities and clothing are the most purchased items. Sixty percent of students buy digital 3C products.
There is a wide variety of 3C digital products. Smartphones and laptops are the standard configurations. The post-2000s generation, known as “digital natives,” has a higher demand for digital products. They are keen on smart wearables, digital accessories, and products that enhance the fun of using devices. According to this survey, among digital accessories, wireless headphones and power banks have become the essential items for college students, with ownership rates of 82.93% and 75.2%, respectively.
Quality, price, and functionality are the “trident” for college students when choosing digital 3C products.
Xiaohongshu (Little Red Book), Douyin, and Bilibili are the top three platforms for college students to seek advice on purchasing digital 3C products.
Only 30% of college students make large purchases before the start of the school year. The proportion of purchases made during e-commerce promotions and after returning to school is on the rise. The proportion of concentrated purchases before the start of school is decreasing, averaging only 30%. The proportion of purchases made after returning to school based on needs, as well as during e-commerce promotions like Double 11 and 618, is increasing. (Reference source: Link to the source)

📚Traffic Trends: Sales gradually increase in the week before the start of school. Data source: Internal data from Kuaishou platform – Magnetic Intelligence – Search term “start of school”

🔥Back-to-school traffic tips: On September 1st, the volume of searches and content related to the start of school surged dramatically. For example, search volumes increased by 200%, while the volume of works and exposure increased by 400%. This indicates that most Kuaishou users and merchants/creators browse content related to the start of school on the day of the event. It is recommended that merchants stagger their content production and start launching content to guide back-to-school benefits activities one week before the event. Shopping search demand soars: In the week before the start of school, the sales of products with the keyword “start of school” gradually increase, peaking three days before the start of school and still maintaining good sales until September 10th. This shows that user demand significantly rises during the event period. Merchants can combine search content to give their products precise names to increase the possibility of exposure. Reference search hot words:

Performance of content related to the start of school.
Practical rhythm of traffic operation during the 2024 back-to-school season.

📚Digital Accessories Stocking Guide: Based on the price range of the same period last year and recent best-sellers, mobile phone cases and films are mainly products priced under 20 yuan. For mobile phone cases, basic matte and transparent styles are evergreen, and recently, cartoon styles are also good recommendations. For data cables, the basic models are mainly priced under 20 yuan. For those with upgraded functions such as car use or fast charging, the price range of 20-40 yuan is more popular. Chargers with hot-selling styles are concentrated in the price range of 50-150 yuan. The basic charging capacity is 1w/2w, and recently, mini styles that are convenient to carry have become popular. Electronic education products, such as learning machines and learning tablets, are the most popular. Brand products generally sell for around 2,000-4,000 yuan. Other products, such as reading pens and translation pens, have a hot-selling price range of 200-500 yuan. The hot-selling price range for portable Wi-Fi is 30-60 yuan, which also includes charging and portability functions.

🔥Hot-selling product reference data for various categories: Time period: July 13, 2024 – August 11, 2024

The redder the price range, the higher the sales proportion it represents; the greener it is, the lower the proportion. Data time: July 13, 2024 – August 11, 2024.
Best-sellers on other platforms for reference:
1. Mobile phone cases – Best-sellers on other platforms for the past thirty days.
2. Mobile phone films – Best-sellers on other platforms for the past thirty days.
3. Data cables, power banks – Best-sellers on other platforms for the past thirty days.
4. Tablets, translation pens, learning machines – Best-sellers on other platforms for the past thirty days. Data time: July 13, 2024 – August 11, 2024.

📚Priority Short Video Material: Characteristics and suggestions for high-volume materials:

Quickly and concisely highlight the product’s advantages and price discounts, interspersed with some close-up display clips of the product.
Display the product from multiple angles and highlight its advantages in actual usage scenarios.
Compare the product with similar items to highlight its advantages.