"618 War Daily" releases economic signals

Zhang Jing, a special reporter in South Korea, Zhang Jing, reporter Ni Hao ● Liu Zhi

As the largest e -commerce shopping festival in China in the first half of the year, the "618" in 2022 ended this weekend just over this weekend. Coinciding with the emergence of new crown pneumonia in Shanghai and Beijing's first -tier cities. Consumption data across the country is recovering rapidly after a foundation in April. According to the economic data released by the National Bureau of Statistics, the economy is showing a good momentum, and "618" has become a best display for consumption power recovery.

Data out

As of June 19, the major e -commerce platforms have released the "618" war report. As the earliest promoter of "618", JD data showed that the total turnover of the "618" in 2022 at the end of May was 379.3 billion yuan, exceeding the record of 343.8 billion yuan last year, a year -on -year increase of 10.3%. The "618" sales data disclosed by Pinduoduo showed that the record of home appliance brands in this year reached a record high, and the scale of full category sales increased by 103%year -on -year.

The "Later Show" live e -commerce company is also giving full play to its characteristics. Douyin e -commerce has lived in 40.45 million hours from June 1st to 18th, and the short video of hanging shopping carts played 115.1 billion times. During the "618" event, Douyin Mall scene drove sales by 514%year -on -year, search scenarios increased sales of 293%year -on -year, and the number of merchants participating in the event increased by 159%year -on -year.

In the absence of outbreaks across the country, this year's "618" shows new features. "Tmall 618 New Consumption Trends in 2022" shows that exquisite, intelligent and "lazy houses" have become a new trend of consumer life consumption in contemporary young people. The dishwasher, smart toilet and gaming chairs have become "new needs for family." Cleaning robots, floor washing machines, coffee machines, projectors, etc. also pay attention to hot spots. During the "618" period of JD Supermarket, the top ten powerful categories were bright, prefabricated and physical milk were highly sought after, with a maximum increase of 300%; high -quality consumption demand was strong, and the highest increase in protection and alcohol increased by 50 times. The amount increased by 500 times year -on -year.

Home life consumption has shown a new trend, and products and equipment around outdoor camping are also rising into a new trend. Public data shows that the first 10 minutes after the start of the "618" opening of JD.com, the outdoor camping turnover increased by 210%year -on -year, the transaction turnover of astronomical telescope increased by 130%year -on -year, the turnover of bicycles increased by 150%year -on -year. The turnover of outdoor camping lights increased by 180%year -on -year, the excess of sunscreen service increased by 150%year -on -year, and the outdoor T -shirt turnover increased by 130%year -on -year.

On the Tmall platform, men's sunscreens have emerged: outdoor sunscreen, vinyl fishing umbrella, and men's sunscreen three -piece men's three -piece suit. According to the "New Insight Report of Taobao Live" in 2022, in 2022, Taobao live camping category GMV increased by 70%year -on -year, and the unit unit price increased by 34%year -on -year.

On the whole, the epidemic makes consumers' consumption more rational and personalized. The "Baidu X Jingdong 618 Consumption Trends Insight Report" states that this session of consumers is more rational, and the search focus is quite consistent with the final purchase. The demand for sales volume of various types of people's livelihood products, including rice noodles and oils, has increased significantly. Among them, fresh products, food, beverages, maternal and infant products, and medical care products have increased the fastest. From the perspective of search keywords, the most basic necessities of life are concentrated. The most search products are pork, flour, eggs, instant noodles and beef.

Well -known Korean shopping website cooperate with "618"

The Korean shopping website also embraces the "618" online shopping festival. According to the "Seoul Economy" report, "Gubang", one of the largest shopping websites in South Korea, announced on the 17th that in order to cooperate with China's largest online shopping festival in the first half of the year, the website has held the "Rocket Direct Purchase '618" online shopping on the 18th for 4 consecutive days. The festival, Korean consumers can buy Chinese goods directly at a low price at a low price, with a maximum discount of 90%. "Gubang" opened the US direct purchase in 2017, and opened direct purchase business in Mainland China and Hong Kong in January 2021. At present, it provides Korean consumers with direct purchase services for overseas more than 8 million kinds of goods.

Russian merchants are also trying to expand the Chinese market with the help of the "618" opportunity. The Russian National Pavilion, which has been "swept away" by Chinese consumers, once again ushered in a consumption boom. According to the Russian satellite news agency reported on the 17th, the official representative of the Russian Business Office in China Alexese Yefimov said that the Russian side issued a special freight train from Moscow to Shaanxi Province at the end of May. , Drinks and daily chemicals. The future trains will be issued regularly, 4 times in January. Russia -China cooperation in the field of food is one of the main growth points of bilateral economic and trade cooperation.

Tmall said that on the 17th, Cainiao International launched six measures to further ensure the stability of cross -border logistics. Consumers in 52 countries around the world will enjoy the "full upgrade" and "full -standing reduction" brought by the smart co -orders. Cainiao has 14 official overseas warehouses in Europe, which can achieve a similar logistics experience as local e -commerce. The country where overseas warehouses are located on the 3rd, some cities reached the next day, and European 7 days. Rookie in the Americas has an overseas warehouse covering the core of the East and West Coast.

During the "618" period this year, JD.com first announced the preliminary results of the global weaving plan. OChama, a "supercitage shop" under JD.com, brought "618" to the Netherlands to create a "full load price" for local consumers. The turnover increased by 282%year -on -year, and mobile phones, small appliances, and mother -to -child supplies became the fastest growing category of Jingdong Thailand. In addition, Indonesian sellers contributed the first order after JDB trading and service platform "Jingdong Global Trade". Window to observe China's consumption confidence

"618" made the outside world see that China's consumption psychology is recovering. The South Korean "Choosing Economy" website reported on the 19th that "618" has made the outside world pay attention to how much Chinese consumption recovery. According to the number of the National Bureau of Statistics of China, China ’s consumption in May decreased by 6.7%year -on -year. The Central and local governments of China immediately introduced a number of stimulus consumption measures. The outside world generally hopes to observe the actual results of the policy through sales of“ 618 ”.

Zhang Jun, the former deputy director of the Development Research Center of the State Council, said that promoting and stabilizing consumer demand will not only become the ardent expectations of consumers and the majority of industrial and commercial enterprises, but also become the focus and urgent task of the current government's stable growth to protect people's livelihood. In this context, "618" can not only play a role in short -term expansion and strong confidence, but also play a role in the steady growth of long -term excellent structure.

Mo Yanqing, director and senior analyst of the Internet Retail Department and senior analyst of the E -Commerce Research Center of the Internet Scriptures, said that the major e -commerce companies of "618" this year are actively invested, but in general, this year's e -commerce company promoted "618" a little "cold" a little "cold". "This is related to the epidemic, consumers' online and offline consumption is relatively rational. In the first half of the year, due to the impact of the epidemic, people's consumption has some restrictions. In order to drive consumption, major e -commerce companies release consumption by leaving the time of shopping, increasing user experience, and increased efforts. The platform can also use this promotional node to improve the performance in the second quarter. ▲