This article comes from the WeChat public account: , author: GTJAS consumer group, head of FIG source: IC photo
This year’s 618 is destined to be different from previous years.
On May 25, Taobao, Jingdong, Suning and other platforms could not wait to release this year’s 618 promotion policy. Compared with the complicated stacking rules of previous years, the promotion of major e-commerce platforms this year has revealed full sincerity from the bones-“simple”.
According to various rules, there is neither Taobao team nor Tmall to build a building. JD.com has issued the “simplest 618” banner in history, promising to “pay back if you buy it, and pay for it if you buy it,” while Suning did The slogan of “J-10%” chooses to compete closely with Jingdong in the 3C category of home appliances.
In terms of time, This year’s 618 is the same as in previous years. Instead of really waiting until June 18, it will advance the time by half a month, almost full of June. According to the day The official calendar announced by Cat, this year 618 will last from May 25 to June 20, for a period of up to 27 days.
Can the 618 with the greatest sincerity in history become a bloody battle for Chinese consumption in the post-epidemic era? Guotai Junan Consumer Group released several reports and shared their views with us.
“618”: The best scenario to test consumer confidence
If you lost it in February, you should get it back in June.
As the first national shopping carnival during the post-epidemic period, the responsibility of 618 is more than just making businesses make money.
1. Keywords: low price
E-commerce promotion=Discount promotions are consumers’ direct understanding of the e-commerce festivals of 618 and Double 11.
Although new gimmicks such as online and offline integration and shopping festival evenings have been added in recent years, low prices are still the most important factor in attracting consumers to place orders.
Discounts or subsidies are actually the most common “output” methods for e-commerce platforms, but this year, with the brand manufacturers’ destocking needs and the country’s willingness to promote consumption, the efforts are even stronger than in previous years.
In 2020 618 Tmall over 300 minus 40 yuan promotion promotion upgrade, data source: Tmall official website
In 2020, 618 JD.com subsidized over 10 billion consumer coupons, data source: JD.com’s official website
Judging from the preferential policies introduced by the major platforms, there are fewer bells and whistles in mathematics questions, and more real gold and silver notes.Single sincerity. Among them:
# Tmall combined with national consumption subsidies, took the lead in launching a full audience of 300-40, without the need to receive coupon discounts, and brought a lot of big names such as Apple to open the official promotion.
# Jingdong opened the road with Jingxi, and the big promotion started on May 21st. Subsequently, Jingdong launched more than 200 million 50% off commodities, and jointly issued tens of billions of consumer coupons with the governments of many places.
# Suning is staring at JD.com, with a J-10% slogan, and is fighting on the home appliances 3C category.
# Pinduoduo continued the low price of tens of billions of subsidies, without additional code.
Keyword 2: Live Broadcast
This time, 618 has changed from the traditional four major e-commerce platforms to 4+2 (shaking, fast hands), live broadcast is becoming important Flow entrance, and highly consistent with the limited time sale model.
From the perspective of the live broadcast camp, in addition to professional live broadcasts, President Live + Star Live has become the biggest attraction of this time.
According to Tmall, during Tmall 618, more than 300 entertainment stars and more than 600 brand presidents will be invited to land on Taobao to bring goods.
More than 300 stars collectively broadcast live on Taobao, setting off the largest star broadcast in history. Image source: Taobao Live, Guotai Junan Securities Research
Before the war, JD.com and Kuaishou moved very quickly.
During 618, Jingdong said that it will invite more than 100 stars and the president of the brand to broadcast live goods, and also launched a live music broadcast