This year’s 618: It seems calm, but it’s in full swing

Image source @Visual China In this year’s 618, Taobao, Jingdong, and Pinduoduo added new products and increased their discounts. Douyin and Kuaishou are also eager to try. The seemingly calm 618 is more lively and more competitive than in previous years. According to JD’s big data, the search volume of “pre-sales” from May 24 to May 25 exceeded 1.5 million, and the overall pre-sale orders increased by 640% year-on-year. The number of brands participating in the pre-sale increased by 126% year-on-year. The number of pre-sold goods increased by 437% year-on-year, and the pre-sale orders for brands such as Lenovo, Xiaomi, Huawei, and Haier quickly exceeded 100 million yuan. On the first day of the 618 pre-sale, Li Jiaqi, Wei Ya and other top anchors also ushered in a small peak in their live broadcast sales. Fatball data shows that as of 00:00 on May 25, 2021, Li Jiaqi’s current sales in the live studio are 2.565 billion, current sales are 8.498 million, and the field is 106 million. The current sales of Wei Ya’s live studio are 2.379 billion, 6.174 million pieces, and 104 million views. Obviously, the 618-year-old China-U.S.-China Promotion Campaign released consumers’ purchasing power and strengthened the connection between merchants and e-commerce platforms. Especially when Douyin, which started from short video social networking and entered the field of e-commerce, joined the 618 battlefield, the new gameplay it brought was very popular with consumers, and more and more businesses entered the Douyin store. 618 War Upgrade This year’s 618 promotion lasted almost a month, which reserved enough computing time and consumption time for consumers, and gave e-commerce platforms such as Taobao, JD.com, and Pinduoduo more room and time to play. As the second leader in the domestic e-commerce market, JD.com launched a series of preferential activities and added preferential new product categories during the 618 period, maintaining the superior posture of the “618 promoter”. It is reported that during the 618 period, Jingdong communications, home appliances, computer and digital products can enjoy a 10% discount for more than 1,000 yuan; food, maternal and child, personal care, cleaning, fresh food, drinks, toys and musical instruments can enjoy a 10% discount for more than 200 yuan… In terms of new product categories, JD 618 has united many brands and merchants to jointly launch a “10 billion shopping gold” campaign, including cash red envelopes, coupons, number one Beijing sticker, first purchase gift money and other discounts. It is expected that there will be a consumption of 10 billion. Vouchers are issued through JD.com. Moreover, it is expected that there will be more than 1,000 new product categories with a year-on-year growth of more than 100%, and the sales of 100 new product categories can exceed 100 million yuan. Similarly, Taobao has carried out a series of preferential activities, product categories, and consumption portal upgrades to meet consumers’ diversified and personalized consumption needs. According to official reports, 250,000 brands participated in Taobao’s 618 this year, and 15 million products participated in discounts, while only 100,000 brands participated last year. In addition, 8200 new brands have been added to the 618 this year, such as Hermes, GUCCI, Tea Yanyue Color, Lele Tea, etc., as well as new brands such as Book by Book, Peppermint Health, Tonton Horsepower, Rock Zoo, Toffee Pie. In contrast, the promotion of Pinduoduo 618 is relatively low-key, but the long-term implementation of the low-price strategy of Pinduoduo is no less powerful than JD.com and Taobao. Not only that, since the tens of billions of subsidies have been upgraded, Pinduoduo has gradually removed the label of “fake platform”. Good quality and low price have become synonymous with Pinduoduo, and consumers have regained their consumer confidence. In short, traditional e-commerce platforms such as JD.com, Taobao, Pinduoduo, and Suning continue to escalate the war. Douyin, which gradually reveals its e-commerce posture, will also experience the baptism of the 618 war after it penetrates into the e-commerce field. A new round of 618 dispute has opened… Recruits enter the arena with their heads up Douyin seems to release all its energy on the 618 battlefield, preferring consumers and subsidizing brands far beyond previous years. According to the information disclosure of the “618” China Merchants Association of Douyin, during the “618” period, in addition to the pre-sale of the deposit and the gameplay of the “Interactive City” on the consumer side, the Douyin focused on giving brand owners substantial preferential policies. During the “618” period, all TikTok merchants will give 15%-30% subsidies, as well as free shipping insurance and so on. During the period from June 6th to 18th, if the commodity price is less than or equal to the lowest price within 30 days, the platform technical service rate will be reduced to 1%. More importantly, Douyin has formed an alliance with JD.com, a short video social platform with a large number of monthly active users, and a leading e-commerce platform with a strong supply chain. The strong cooperation between the two will inevitably wipe out “growth”. Sparks”. Some media broke the news that during the 618 period this year, Jingdong will open an official Blue V store on Douyin to access all categories of Jingdong products. Users will not need to jump to purchase Jingdong goods through Douyin and enjoy the logistics and after-sales provided by Jingdong. In addition, according to the agreement between the two parties, JD.com needs to achieve the goal of 20 billion GMV on Douyin this year by means of “shop broadcast + talent”. As we all know, Douyin still has many shortcomings on the way to explore interest e-commerce. For example: Douyin’s product search function is not powerful enough, product categories are few, and the overall supply chain system is not mature enough, etc. The alliance between Douyin and JD can make up for its own shortcomings in the brand camp and supply chain. In addition, Douyin has set a “small target” for e-commerce transaction volume in 2021, and the e-commerce festival is the best time to hit sales. Internet public data shows: “In 2020, Douyin e-commerce GMV is about 170 billion (transactions through its own Douyin stores), and the target for 2021 is 500 to 600 billion (500 billion guaranteed). Among them, the Douyin platform preferred alliance ( Head brand) The GMV target is about 300 billion.” In addition, the Kuaishou e-commerce business has already made achievements, and it is quite a trend to get rid of the vibrato e-commerce. The vibrato e-commerce also needs to grasp every opportunity for overtaking in a corner to accelerate the pace of growth. Kuaishou’s first-quarter financial report showed that Kuaishou’s revenue from other services was 1.2 billion yuan, a year-on-year increase of 589.1%, mainly driven by the growth of e-commerce. The total e-commerce transactions of Kuaishou in the first quarter increased by 219.8% year-on-year to 118.6 billion yuan, of which Kuaishou stores accounted for the proportion of total e-commerce transactions on the platform, which increased from 53% in the same period in 2020 to 85%. Moreover, although the monthly activity of Douyin users is super fast, the anchor camp that carries goods on the head of Kuaishou is stronger than that of Douyin. According to Xiaohulu big data, from April to December 2020, among the top 100 anchors on Taobao, Kuaishou, and Douyin in terms of total shipments, there are 45 anchors from Kuaishou, 40 from Taobao, and only Douyin anchors. 15 people. In short, content is the driving force for the development of e-commerce. Douyin’s huge traffic, rich short video content, and anchor camp are its capital for exploring the e-commerce market. However, improving the supply chain capabilities can maintain the long-term growth of e-commerce business. Douyin e-commerce companies must also improve the supply chain system and provide basic services such as quality control and after-sales service to meet the ever-increasing shopping needs of users. The veteran is safe, the recruits are aggressive Judging from the preferential power, number of new products, and marketing enthusiasm on the two platforms of JD and Alibaba, this year’s 618 “cat and dog war” is still the protagonist. However, after reaping the short video market dividends, Douyin and Kuaishou short video platform users have surged, and the exploration of diversified business models has been put on the agenda. Live e-commerce has become a new battlefield for Douyin and Kuaishou. After Douyin and Kuaishou announced their e-commerce transformation, the domestic e-commerce market has become more subtle. Especially in today’s booming live streaming, Douyin and Kuaishou, which have huge traffic, have a lot of confidence to stir the e-commerce market. Therefore, in addition to the “cat and dog war” in 618 this year, the battles between “veterans” such as JD.com, Alibaba, and Pinduoduo and “recruits” such as Douyin and Kuaishou have also attracted a lot of attention. However, at present, Douyin and Kuaishou are not enough to compete with traditional e-commerce platforms in the field of e-commerce. Because in addition to the abundant traffic, the two services are not mature enough in e-commerce operations, payment, logistics, after-sales and even data asset management, and the consumer shopping portal is still dominated by traditional e-commerce platforms. It is difficult for Douyin to survive the 618 period. Get many opportunities for growth. Not only that, but the model of “building a brand on Douyin and realizing it on Taobao” has been recognized and practiced by many celebrity anchors and brand owners. This shows that the e-commerce market traffic king era has transformed into an era where traffic, services, and content are all driven. The growth model based on traffic alone is not sustainable. The platform supply chain, word-of-mouth, service, etc. are more affected by merchants and consumers’ decision-making. . While Douyin e-commerce is growing aggressively, JD.com and Taobao have entered a stage of steady growth. The years of operating experience of traditional e-commerce platforms, a huge product library and high-quality supply chain management capabilities are unsurpassed by Douyin e-commerce. In other words, in the field of e-commerce, Douyin e-commerce still has a long way to go…