The “618” event is close to the end of each year, and the “war report” link of major e -commerce platforms has attracted a large wave of “eating people”. Everyone wants to see how many million projects they have participated in this year, but this year’s “618” war report is a bit different from the past, it seems deserted. Jd.com is bright, Pinduer is low -key, Tmall is late. Jd.com, Ali, Pinduoduo, etc. They are all the main e -commerce platforms on the market. This year’s 618 company’s war report is indeed low -key. Basically, every hour in previous years, the turnover exceeded several 100 million, showing the hot atmosphere together. This year, JD.com took the lead in announced the record of this big promotional event until the end of the event. According to the official data released by jd.com, jd.com618 reached a new high. From 20:00 on May 31st to 12:00 on June 18th, JD.com’s cumulative order amount exceeded 379.3 billion yuan, and the cumulative order amount of JD.COM618 in 2021 was 343.8 billion yuan, an increase of 10.3%year-on-year. I have to say that due to the impact of the epidemic in the first half of this year, each appliance platform is indeed more difficult, but in this context, JD.com can achieve double -digit turnover growth, which is really not easy. In contrast, the “618” battle report of other e -commerce platforms is more low -key. Pinduoduo emphasizes growth. Official data show that during the 618th promotion period, the number of official flagship stores in Pinduoduo brand increased by 182%year -on -year, and the number of goods also increased by 264%year -on -year, but did not indicate the final turnover. A certain e -commerce company only announced some live data. For example, from June 1st to June 18th, the total live broadcast was 40.45 million hours, and the live broadcast room with a turnover of more than 10 million reached 183. When it comes to “618”, it is necessary to say a protagonist Tmall, but this year Tmall is the lowest -key one. The war report did not arrive until the 22nd, and the published data was limited. For example, this year, there are more than 260,000 brands participating in Tmall 618, more than 12 million active products, 300 brands with more than 100 million transactions, and 100 more than 100 million items. In addition, according to media reports, the general manager Dai Shan sent a letter to the merchant after the 618, saying that this year’s 618 was very successful, and once again achieved the year -on -year growth of retail sales, witnessing the huge recovery of consumer confidence. Why is this year’s “618” so deserted? Many people may have felt that this year’s “618” seems to be “quietly coming and going.” There is no large -scale advertising marketing this year’s “618” event. In the past year, there will be various screen advertisements on buses and subways. The news on mobile phones is also constantly, but this year, these have significantly reduced. It can be said that from the perspective of propaganda, whether it is online or offline, it is not as intense a few years ago. So why is this year’s “618” so deserted? Many friends who like to watch live broadcast may say that at this time in previous years, it was the time when Li Jiaqi and Weiya were desperately shouted. There is no big anchor this year, and 618 is not busy. But this is just the appearance. Behind this shows that for consumers, the efficacy of festivals on -site delivery is fading. In fact, in the live broadcast room, what really determines the turnover is the preferential strength of the product. Whoever can get the lowest price in the market in the live broadcast room can attract a large number of consumers. However, with the popularity of live broadcasts, these discounts are no longer provided only at the two time points of Double Eleven and 618 as before. Merchants often reach long -term cooperation with the designated live broadcast room, and even in daily live broadcasts, exclusive discounts will be given. And this offer is almost the same as 618. In this way, for consumers, the “618” activity is no longer as attractive as before. Behind the low -key “618”, these two changes are worthy of attention. Many people say that “618” has changed this year, not like the previous “618”. So what happened? The first is the change of consumers. Let’s look at such a set of data: During the “618” period this year, the sales of high -end appliances of Suning stores increased by 182%year -on -year, and sales of high -end appliances above 10,000 yuan increased by 37%year -on -year. In Vipshop, coffee, gold jewelry, etc. It also ushered in the peak of consumption. During the 618 period, coffee sales increased by 54%year -on -year, and gold bracelet sales increased by nearly 50%year -on -year. During Tmall 618, the sales of intelligent integrated toilets reached four times that of traditional toilets, becoming a sales champion of the home improvement industry. It can be found that people pay more attention to the pursuit of high -end quality life, so consumers have higher requirements for the product itself. And now people’s consumption has become more rational, and the situation of brainless accumulation has gradually decreased. Consumer’s attention has been slowly adjusted to the goods itself and consumption itself, and when buying, you will buy what he actually needs. Therefore, this festival promotion may not be as attractive to consumers as before. Second, it is the change of the platform. Tmall no longer emphasizes the quantity and scale, but the platform has reduced long -term warm -up and large -scale publicity, but pays more attention to the user experience. For example, Tmall’s sale time this year to 8 pm. People do not have to stay up late to 12 o’clock. The pre -sale period has been shortened by 2 days, which reduces the waiting time. In the past, consumers could not solve the problem of ordering multiple addresses. This time, it also provided a one -click price protection function to protect consumers’ rights and interests. Although this adjustment will have a certain impact on the turnover of the platform in the short term, it is definitely beneficial to the long -term development of the platform. After all, what the company is pursuing is not “a flash of flowers”, but one of the reasons why JD.com has performed well in “618” this year’s “618”. In the past two years, other platforms have been broadcasting live in full swing, and JD. COM did not follow up. On the contrary, JD.com continues to make efforts in the supply chain, selects high -quality sources, ensures the speed of logistics, and improves after -sales service. It also allows JD.com to seize the opportunity to adjust the focus of other platforms, show its own advantages, hand over the advantages, surrender the surrender Satisfied answer.
The “618” event is close to the end of each year, and the “war report” link of major e -commerce platforms has attracted a large wave of “eating people”. Everyone wants to see how many million projects they have participated in this year, but this year’s “618” war report is a bit different from the past, it seems deserted. Jd.com is bright, Pinduer is low -key, Tmall is late. Jd.com, Ali, Pinduoduo, etc. They are all the main e -commerce platforms on the market. This year’s 618 company’s war report is indeed low -key. Basically, every hour in previous years, the turnover exceeded several 100 million, showing the hot atmosphere together. This year, JD.com took the lead in announced the record of this big promotional event until the end of the event. According to the official data released by jd.com, jd.com618 reached a new high. From 20:00 on May 31st to 12:00 on June 18th, JD.com’s cumulative order amount exceeded 379.3 billion yuan, and the cumulative order amount of JD.COM618 in 2021 was 343.8 billion yuan, an increase of 10.3%year-on-year. I have to say that due to the impact of the epidemic in the first half of this year, each appliance platform is indeed more difficult, but in this context, JD.com can achieve double -digit turnover growth, which is really not easy. In contrast, the “618” battle report of other e -commerce platforms is more low -key. Pinduoduo emphasizes growth. Official data show that during the 618th promotion period, the number of official flagship stores in Pinduoduo brand increased by 182%year -on -year, and the number of goods also increased by 264%year -on -year, but did not indicate the final turnover. A certain e -commerce company only announced some live data. For example, from June 1st to June 18th, the total live broadcast was 40.45 million hours, and the live broadcast room with a turnover of more than 10 million reached 183. When it comes to “618”, it is necessary to say a protagonist Tmall, but this year Tmall is the lowest -key one. The war report did not arrive until the 22nd, and the published data was limited. For example, this year, there are more than 260,000 brands participating in Tmall 618, more than 12 million active products, 300 brands with more than 100 million transactions, and 100 more than 100 million items. In addition, according to media reports, the general manager Dai Shan sent a letter to the merchant after the 618, saying that this year’s 618 was very successful, and once again achieved the year -on -year growth of retail sales, witnessing the huge recovery of consumer confidence. Why is this year’s “618” so deserted? Many people may have felt that this year’s “618” seems to be “quietly coming and going.” There is no large -scale advertising marketing this year’s “618” event. In the past year, there will be various screen advertisements on buses and subways. The news on mobile phones is also constantly, but this year, these have significantly reduced. It can be said that from the perspective of propaganda, whether it is online or offline, it is not as intense a few years ago. So why is this year’s “618” so deserted? Many friends who like to watch live broadcast may say that at this time in previous years, it was the time when Li Jiaqi and Weiya were desperately shouted. There is no big anchor this year, and 618 is not busy. But this is just the appearance. Behind this shows that for consumers, the efficacy of festivals on -site delivery is fading. In fact, in the live broadcast room, what really determines the turnover is the preferential strength of the product. Whoever can get the lowest price in the market in the live broadcast room can attract a large number of consumers. However, with the popularity of live broadcasts, these discounts are no longer provided only at the two time points of Double Eleven and 618 as before. Merchants often reach long -term cooperation with the designated live broadcast room, and even in daily live broadcasts, exclusive discounts will be given. And this offer is almost the same as 618. In this way, for consumers, the “618” activity is no longer as attractive as before. Behind the low -key “618”, these two changes are worthy of attention. Many people say that “618” has changed this year, not like the previous “618”. So what happened? The first is the change of consumers. Let’s look at such a set of data: During the “618” period this year, the sales of high -end appliances of Suning stores increased by 182%year -on -year, and sales of high -end appliances above 10,000 yuan increased by 37%year -on -year. In Vipshop, coffee, gold jewelry, etc. It also ushered in the peak of consumption. During the 618 period, coffee sales increased by 54%year -on -year, and gold bracelet sales increased by nearly 50%year -on -year. During Tmall 618, the sales of intelligent integrated toilets reached four times that of traditional toilets, becoming a sales champion of the home improvement industry. It can be found that people pay more attention to the pursuit of high -end quality life, so consumers have higher requirements for the product itself. And now people’s consumption has become more rational, and the situation of brainless accumulation has gradually decreased. Consumer’s attention has been slowly adjusted to the goods itself and consumption itself, and when buying, you will buy what he actually needs. Therefore, this festival promotion may not be as attractive to consumers as before. Second, it is the change of the platform. Tmall no longer emphasizes the quantity and scale, but the platform has reduced long -term warm -up and large -scale publicity, but pays more attention to the user experience. For example, Tmall’s sale time this year to 8 pm. People do not have to stay up late to 12 o’clock. The pre -sale period has been shortened by 2 days, which reduces the waiting time. In the past, consumers could not solve the problem of ordering multiple addresses. This time, it also provided a one -click price protection function to protect consumers’ rights and interests. Although this adjustment will have a certain impact on the turnover of the platform in the short term, it is definitely beneficial to the long -term development of the platform. After all, what the company is pursuing is not “a flash of flowers”, but one of the reasons why JD.com has performed well in “618” this year’s “618”. In the past two years, other platforms have been broadcasting live in full swing, and JD. COM did not follow up. On the contrary, JD.com continues to make efforts in the supply chain, selects high -quality sources, ensures the speed of logistics, and improves after -sales service. It also allows JD.com to seize the opportunity to adjust the focus of other platforms, show its own advantages, hand over the advantages, surrender the surrender Satisfied answer.