What's different about the 18-year-old 618?

This year is the 18th year of 618. Today, the 618 promotion is no longer a one-man show on JD.com, but has become a national promotion carnival sweeping the entire industry. As the 18th 618 promotion is approaching, many e-commerce platforms have released new ways to play this year’s 618. From an ordinary promotion 18 years ago in the "dark and windy night", it has jumped into a vigorous mid-year shopping festival, reflecting the changes in the consumption behavior of hundreds of millions of people in the country, and it has also become a "barometer" of the national economy.

Tmall's ideal life

There is no need to stay up late for the 618 pre-sale on Tmall this year. It will officially start at 8:00 pm on May 24, and the final payment will start on June 1. The discount will last for 20 days. Compared with the past, this year's discounts are stronger and the threshold is lower. On the basis of subtracting 30 from the full 200, the average daily subsidy is 500 million, and the subsidy is expected to exceed 10 billion.

Fuxue, vice president of the Tmall business group, revealed at the press conference that a total of 250,000 brands participated in this year's Tmall 618, which is 2.5 times that of last year. A total of 13 million products participated in the event, of which 1.4 million new products were selected for launch on Tmall 618. For members, there will also be more discounts. 88VIP members will receive at least 520 yuan in red envelopes per person; members of 2,000 brands also have exclusive discounts, as low as 50% off.

In addition, this year's 618 will also launch the "Tmall List" to completely cure consumers' difficulty in choosing. This list is based on real consumption insights, and more than 1,000 Tmall errands carefully selected products, and experts and experts from various industries participated in the review. Consumers will see the ranking of various products on the "Tmall List" when searching and purchasing products. Netizens said: Finally, there is official homework to copy.

On 618 this year, Tmall will cooperate with leading media and brand merchants to bring high-quality products and services and other benefits to consumers, practicing the slogan of "Tmall for an ideal life", allowing consumers to follow their own pursuit of an ideal new life With definition, to realize the ideal new life.

The gameplay of the short video platform

In the past two years, the short video platform has also become a force to be reckoned with on the e-commerce platform. The two short video platforms have combined live streaming with shopping promotions, and Kuaishou has used the opportunity of Taiwan-network linkage to further build a positive image of the host and emphasize global marketing. and off-site exposure. Douyin continues to make efforts in store broadcasting, deepening the branding and quality of products.

Kuaishou "616 Quality Shopping Festival" has officially opened on May 20th, in addition to the gameplay of anchors bringing goods (favorite fans + domestic products + industry selection), merchant traffic tool support (10 billion traffic + 15% Xiaodiantong cashback), and The network and channel linkage evening party (Jiangsu + Zhejiang Satellite TV) and other dimensions have been fully upgraded.

In addition, during the shopping street period, Kuaishou launched the small store trust card for the first time, providing exclusive consumer rights and interests protection such as "refund without return" and "refunding shipping fee", effectively reducing the cost of user decision-making when placing an order, improving transaction conversion, and further improving Kuaishou e-commerce infrastructure.

In terms of Douyin, Douyin's "618 Good Things Festival" will be warmed up on May 25. This time, Douyin will focus on launching the "Interactive City" and the grading live room gameplay.

"Interactive City" is an interactive mini-game promoted by Douyin 618. Participate in the interactive tasks of "Interactive City" and be rewarded with game props; when the game props have accumulated to a certain amount, you can exchange them for your favorite products by paying only 1 cent. Merchants who sign up to participate in the various gameplays of the Good Things Festival have the opportunity to obtain the task drainage of the "Interactive City" and gain higher exposure; at the same time, the interactive gameplay can attract users to retain and convert, which is conducive to improving user stickiness.

While diverting the flow through interactive games, during the official period of the event from June 1st to June 18th, Douyin will launch live broadcast rooms in three categories: focus, brand, and theme. Different gameplays provide different target benefits. Through the ad hoc "brand live broadcast room" for brand merchants, more brand live broadcast rooms with benchmarking effect will be created to further expand the proportion of brands in the main body of Douyin broadcasting.

Pinduoduo launches 10 billion subsidy version 2.0

When "old" e-commerce companies such as Tmall and JD.com and "new" e-commerce companies such as Douyin and Kuaishou launched this year's 618 promotion, Pinduoduo seemed to be "not loud", but in fact it was "holding back its big move". Open the Pinduoduo APP and found that the tens of billions of subsidies continue to refresh the low prices of genuine big brands on the entire network. The official price of the iPhone 12 is 6,299 yuan, and the 10 billion subsidy has dropped by 1,500 yuan, and it only costs 4,799 yuan; SK-II fairy water has dropped 941 yuan, and it only costs 599 yuan;

On May 23, Pinduoduo officially kicked off the second anniversary of the 10 billion subsidy, with a richer variety of products and double the subsidy. Pinduoduo is implementing the same style of play as before: making it bigger and stronger with "tens of billions of subsidies, so that users can spend 618 every day and double 11 every night.

At present, the 10 billion subsidy has become Pinduoduo’s top streaming channel, and more than 10 million people choose products on the 10 billion subsidy every day, covering digital, beauty, fresh food, home appliances, clothing and other categories, supplying a large number of big-name authentic products.

At the important node of the "second anniversary", Pinduoduo launched the "Official Cooperation Flagship Store" entrance on the "Ten Billion Subsidy" channel, and the newly entered official flagship store of the brand has increased by more than 10 times compared with last year. Whether it is the gradually "younger" domestic brands such as White Rabbit, Pechoin, and Huili, or cutting-edge brands such as Yuanqi Forest, Winona, and Xiaoxiong Electric, consumers can now find official flagship stores on Pinduoduo.

Pinduoduo also announced that it will comprehensively improve the service standards of tens of billions of subsidized merchants, with faster delivery speed, stronger delivery capacity, stricter quality control standards, and better after-sales service, bringing consumers more fun and more affordable consumer experience. .

Jingdong's home position breaks the circle

JD 618 will run from May 24th to June 20th. Specifically divided into pre-sale period (May 24-May 31), special period (June 1-June 15), climax period (June 16-June 18) and renewal period ( June 19-June 20) four stages.

The keywords of JD 618 this year are user experience, partner growth, and social value. This year, 618 JD.com will continue to provide consumers with a large number of new products, popular products, and nearly 200 good products from the source of industrial belts. More than 90% of the hot-selling products enjoy price protection services; Wanjia's offline physical stores have achieved one-hour delivery in 1,400 counties and cities.

JD.com announced that it will bring consumers the ultimate experience through a large number of suitable products and excellent services. By creating a good operating environment and a large number of assistance measures, it will help brand merchants achieve higher growth efficiency with less operating costs; it will also help rural revitalization , Promote employment, reduce carbon emissions and other ways to create greater social value.

JD.com stated that its carbon emission target for 618 this year has dropped by 5% year-on-year: at the same time, it will further increase the launch of new energy vehicles in many cities across the country; increase the number of circulating express boxes and circulating transfer bags, and reduce the use of tape to achieve carbon emission goals.

Through this year's key words, it can be clearly seen that the pattern of JD.com's 618 this year is significantly higher than in the past, focusing on "good things and low prices" and other pure consumption-side areas, focusing on opening up the supply side, and reaching a higher level of national economy and people's livelihood, and then leading The 618 promotion and the national economy and people's livelihood synergize and resonate, forming a clear differentiation from other e-commerce 618.

Chen Kai, vice president of JD.com, also said that JD.com’s supply chain is being upgraded in the direction of “digital intelligence”, “full link” and “socialization”, continuously optimizing the cost, efficiency and experience from the consumption end to the supply end. JD.com 618 has become an industry An important node to upgrade.

618 has gone through 18 years and successfully attracted interactive participation from the whole industry. This year's 618 promotion not only includes shopping, but also services, not only online, but also offline, not only on-site, but also off-site. In addition, there is an important change, from pure consumption to consumption and industry. . 18 years old is a sign of a person's maturity, and the same is true for the 618 promotion. The return of consumption, the blooming of omni-channels, the emergence of new categories, the promotion of industries to promote rural revitalization, sustainable development, the emergence of new service consumption models, the digitalization of the supply chain, and more valuable things to do in the mid-year shopping festival.