618 to promote a trillion yuan deal review of new highlights of post epidemic consumption

category:Finance
 618 to promote a trillion yuan deal review of new highlights of post epidemic consumption


Some new changes are also taking place behind the satisfactory answers handed in by various platforms. For example, Jingdong, who is good at 3C digital, makes great efforts in cosmetics and skin care, Suning, who is good at home appliances, makes great efforts in daily department stores and consumer goods, Carrefour, an offline store, delivers fresh food to consumers with instant service, and the platform uses 618 to achieve the purpose of learning from each other.

In addition, the effect of live delivery of the fire this year is outstanding. Zhang Guowei, the head of content ecology in Jingdong, described the achievements of the 618 live belt delivery with historic breakthrough. He said that on June 18, the first two minutes of the live belt delivery broke through 100 million. From June 1 to 17, the daily average number of live broadcasts increased by 14 times compared with last years double 11 period, while the daily average carrying amount increased by 21 times compared with last years double 11 period.

Category adjustment

According to the data of JD 618, food and beverage, mother and baby, beauty and skin care are the categories with the largest number of consumers, and the growth rate of fresh food, health care and kitchenware is the highest.

Wang Tao, general manager of Jingdong beauty business department, introduced to reporters that two years ago, Jingdong was still a platform with digital 3C categories. For a long time, consumers could not think of buying beauty products in Jingdong, even if they came to buy beauty products in Jingdong, they could not find good products. Wang Tao joined JD beauty in March 2018, hoping to make JD beauty into a category attracting female users, changing the impression that JD is selling 3C appliances, only male users, and then driving the overall order volume growth of JD.

Wang Taos goal of joining JD was achieved in 618 this year. He further introduced that the proportion of users in Jingdongs first and second tier cities is relatively high, and the number of PLUS users is more than 15 million; in the past 12 months, the number of active users in Jingdong is more than 387 million. This provides the user base for JD fali beauty. Afterwards, Jingdong beauty has been upgraded from the original secondary business department to the primary business department. He said that from 2018 to now, almost two and a half years later, JD beauty keeps growing at a rate of more than 50% every year, and the growth rate of daily users is nearly 60%.

In 618 this year, in order to promote the sales growth of beauty products, JD beauty integrated the supply chain, big data and the flow inside and outside the station, launched more than 30000 new products jointly with more than 10000 famous beauty brands at home and abroad, such as LOreal, SK-II, Olay, berberine, Helena, natatorium, xuejijing, etc., and took 50% discount, equal amount gift and other preferential forms, combined with live broadcast to promote category growth.

Judging from the data, Jingdongs beauty make-up is growing rapidly this year. The first 1 hours, the volume of Jingdong sets of gift boxes increased by 456% over the previous year, and the turnover of facial essence increased by 231% over the same period last year; the turnover of eye essence increased by 401% over the previous year. In the first 1 hours, the turnover of foundation liquid / paste increased by 321%, and the turnover of lipsticks increased by 209%.

This year, the categories of 618 other platforms have also been significantly adjusted. After Suning purchased Wanda Department store and Carrefour, Sunings overall orders for all day fast consumer products increased by 223% year on year, and Suning e-commerce online department stores increased by 162.17%. The sales of offline department stores increased by 128% year on year, of which online orders accounted for 20%.

In addition, the online and offline linkage is more obvious. Consumers are used to buying vegetables and daily necessities online, and place orders through Carrefour app, Suning e-shopping app and Suning store app. Couriers will take the place of consumers to buy vegetables in supermarket. The number of Carrefour home service orders increased by 245% year on year, and the sales increased by 330% year on year.

Unlike the past 618, the Internet plus trend, which was spawned by the epidemic, has the obvious characteristics of digital transformation, and live broadcasting has become the hottest retail scenario this year.

At the same time, Jingdong live let more than 500 brand presidents enter the live room, including famous brand Presidents such as Dyson, LG, Huawei, glory, Xiaomi, Gree, etc., and promoted the transformation of top talents in the vertical field into e-commerce live. For example, Wang Ziyi, the No. 1 in the science and technology circle, made the first live broadcast, bringing more than 40 million goods.

Jingdong beauty started its store live broadcast in the first half of this year. At present, all self-employed businesses have launched live broadcast, and some third-party stores have also launched live broadcast. At present, there are more than 1200 start-up businesses, the overall broadcast time is more than 30000 hours, and the contribution rate of live broadcast to beauty sales is close to 10%. Store live broadcast is a good interactive tool. I hope it can become a sharp tool for private domain traffic conversion, which is also the online beauty consultant. Wang Tao said.

During the 618 period, Jingdong Kwai quality shopping special day brought 1 billion 420 million goods per day. Xu Lei, CEO of Jingdong retail group, and Zheng Shuang, Da Zhangwei, Guo Qilin participated in the Jingdong 618 love to lie down together, and the live broadcast of the night exceeded 475 million goods. The sales volume of a live broadcast is even higher than that of some brands in the first half of the year.

Mayors and heads of counties all over the country have also demonstrated a strong ability to bring goods. During the 618 Shopping Festival, more than 100 mayors, heads of counties and business directors came to the live broadcast room of Jingdong supermarket to become the anchor to sell goods. They watched and interacted with 120 million people as a whole, which promoted the sales of products in the industrial belt participating in activities by more than 300%.

Novel coronavirus pneumonia, the vice president of Wudaokou Finance School of Tsinghua University and Professor Tian Xuan, said that the global situation has entered a halt and isolated state since the outbreak of the new crown pneumonia this year. But many new kinetic energy, new industries and new opportunities can also be seen. For example, when offline consumption is diving under the influence of the epidemic, online consumption is accelerating the counter attack. As a new model innovation, social e-commerce and live e-commerce effectively meet the diverse needs of consumers and become an important support for online consumption. 618 is a very favorable opportunity period to promote the release, replenishment and upgrading of consumption after the epidemic, which can make people better release consumption. Wang Wei, director of the market economy Research Institute of the development research center of the State Council, said that a large number of orders released by the centralized consumption of e-commerce platforms will stimulate the development of manufacturing, logistics and more industries, and will also have a good leading and leading role in the whole national economic cycle. Source: Yang Qian, editor in charge of Economic Observer_ NF4425

Novel coronavirus pneumonia, the vice president of Wudaokou Finance School of Tsinghua University and Professor Tian Xuan, said that the global situation has entered a halt and isolated state since the outbreak of the new crown pneumonia this year. But many new kinetic energy, new industries and new opportunities can also be seen. For example, when offline consumption is diving under the influence of the epidemic, online consumption is accelerating the counter attack. As a new model innovation, social e-commerce and live e-commerce effectively meet the diverse needs of consumers and become an important support for online consumption. 618 is a very favorable opportunity period to promote the release, replenishment and upgrading of consumption after the epidemic, which can make people better release consumption. Wang Wei, director of the market economy Research Institute of the development research center of the State Council, said that a large number of orders released by the centralized consumption of e-commerce platforms will stimulate the development of manufacturing, logistics and more industries, and will also have a good leading and leading role in the whole national economic cycle.