It has become a habit of many people to meet at 618 every year, but the birth of 618 is little known. Why would JD.com do something that seems to be losing money and making money for more than ten years? How did 618 evolve from an obscure date on the calendar into a nationwide shopping spree?
Author| Pan Tao
Edit| Liu Yang
The JD 618 e-commerce promotion has become a shopping festival for all people to participate in. Most people will “chop their hands” on time and empty their shopping carts on this day.
However, few people know how 618 was born.
In 2004, JD.com, which had just entered the e-commerce business, took June 18th, the day of the establishment of the company, as its store anniversary, and gave back to consumers through low-price concessions. In the following year, JD.com launched an event called “Moon Hei Feng Gao” to promote sales in the middle of the night. This event also made 618 officially out of the circle.
Zhang Qi, the trader of “Moon Hei Feng Gao” and the No. 1 employee of JD.com, once recalled that the price of many products was lower than the cost price at that time, and when he found Liu Qiangdong to confirm the price, the answer he got was, “Just press this. Sell at a price”.
JD.com has been doing this for more than ten years since it seems to be losing money.
In 2021, Jingdong, who has reached the age of 18, handed in a latest 618 report card. On June 19, the data released by JD.com showed that from 0:00 on June 1, 2021 to 24:00 on June 18, the cumulative order amount of 2021 “Jingdong 618, 18th Anniversary” exceeded 343.8 billion yuan, refreshing historical data.
During the 618 period this year, the categories with the highest amount of orders were mobile phones, air conditioners, laptops, refrigerators, and flat-screen TVs; the categories with the largest number of products sold were biscuits, cakes, milk and dairy products, paper pumps, condiments, and casual snacks; the ones with the strongest purchasing power The provinces and cities are Guangdong, Beijing, Jiangsu, Shandong and Shanghai.
From an obscure date on the calendar to becoming a shopping festival for the whole people, looking back at the 18-year-old node of JD.com, how did 618 become 618?