618 this year, the platform and merchants have changed ...

Jimu Journalist Zhou Dan

On June 18, the annual 618 promotion was approaching the end.

After years of carnival promotion, the 618 of major e -commerce platforms this year has returned to the essence of great promotion. If you want to receive discounts, you don't need to participate in various tedious games, and the discount is more direct and direct.

In addition, in the context of the epidemic, simple data growth is no longer the first goal of the e -commerce platform. The platform Fang also supports merchants in unison, working hard on the supply chain, and crossing difficulties together.

During the interview, Jimu Journalists observed that although 618 this year did not have the vast momentum of previous years: the publicity of the e -commerce platform lowered the tone, and the choice of consumers was more rational. But for merchants, 618 still releases certain consumer demand and also gives them confidence in further expanding the market.

618 this year, the most direct discount for full reduction

In the past 618 in the middle of the year, it was the annual "big test" for e -commerce platforms, as is it for consumers.

"I don't remember from the year, I want to receive discounts, I need to constantly form a team, PK, etc., I can pull various friends every day to play games together. In the end, I can't be much discount." Wuhan citizen Xiaozhu post -90s citizen Xiao Zhu Having said that she was pulled by a friend to form a team, and later he "entered the pit" and pulled other friends to play together. "Although I know that there will be no big discounts, I always feel that since I have participated, I have paid time and energy. Don't be abandoned halfway. "

Sign -in sending red envelopes, buying small samples, 1 yuan appointment coupon, internal hidden vouchers ... Prices such as complicated rules such as Tucao, they say that they will automatically retreat when they see multi -the -dimensional transportation. "I don't like to play intelligence games with merchants, buyers must not have seller essence."

Maybe it was heard by netizens. Before 618 this year, major e -commerce platforms stated that this year's discounts are "simple and rude": direct reduction!

Tmall 618 Full reduction rules (Picture Source: Tmall)

Tmall has a full reduction in "Full 300", which is the biggest discount in the history of Tmall 618. In addition, for consumers to wait for the pain points that can only be paid until zero, the pre -sale and snap -up time will be advanced to 8pm.

It is worth mentioning that Tmall has also adjusted in the full reduction discount. In previous years, because it was difficult to calculate, many consumers felt the "bald" "deposit settlement" discount, and no longer cost. The reporter saw that while paying the deposit, you can see the actual tail amount of the product, making it easier for consumers to make a single order.

"I don't have to hold the calculator to calculate this year. The experience is really good." During the 618, Wuhan consumers Liu Shan, who had already placed more than 20 orders.

JD.com also adjusted the discount rules of the store this year to "minus 50". In addition, it also prepared a discount for users to subsidies, limited time spikes, and large surprise coupons for users. Pinduoduo has opened the year from May 23, and is expected to issue a red envelope of 3 billion yuan.

For other platforms, 618 is also a chance to increase income that will not be easily abandoned. Suning, Vipshop, Douyin and other platforms are promoting the promotion of this year according to their own rhythm.

The platform and merchants are strengthening the supply chain construction

After the order is placed, how to make the express delivery faster and better, in 618 this year, this problem looks particularly prominent.

"Some time ago, the timeliness of logistics delivery in many areas was uncertain, which also made many consumers more cautious before placing orders and higher requirements for services." Professor Wu Xianming, School of Economics and Management of Wuhan University, analyzed. Several 618 Many e -commerce platforms mainly emphasize. "Everyone starts to pay attention to the supply chain. They are using various methods to strengthen the supply chain capacity and improve the efficiency of supply chain operation."

"We have prepared two times the goods." Lin Xiaoyi, the head of a fashion brand in Shanghai, told Jimu Journalists that after the logistics recovery in June, the current sales have returned to the level of March this year. It is the most important promotion node of the online channel brands such as us. It is the New Year for us. "Because during this period, the traffic will be much larger than usual.

Prior to 618, Lin Xiaowei and the operating team put marketing resources on mainstream e -commerce platforms such as Tmall and Vipshop, this opportunity to increase exposure and establish brand mentality on large platforms.

"The emergencies are force majeure. Our orders in April and May were issued in June, but we believe that the logistics problem is just a moment. "He said, during this period, in addition to updating styles and design, they are also constantly strengthening the construction of supply chain, and re -established production workshops and warehouses in prefecture -level cities in surrounding provinces. See, it is conducive to risk response. "

"After the second wave of 618 starts, the number of shop visitors and views surged by 300%, and the sales volume reached the same period last year." What is more pleased by Lin Xiaowei is that due to the enhancement of the supply chain capacity, the performance of order performance has also resumed recovery By the same period last year. The number of delivery orders even slightly exceeded 618 last year.

The platform side is also constantly deepening its investment in the supply chain.

In 2021, Alibaba announced the fiscal year that it would invest in strategic fields such as obtaining more money in the future, strengthening the supply chain capacity, and reducing business costs of merchants.

JD.com helps merchants to transport goods to Shanghai in a timely manner with supply chain capabilities, becoming a weapon for merchants to digest the epidemic affected inventory. As early as June 1, JD.com announced its courier investment rate in Shanghai. Level. Wuhan amateur anchor 618 is divided into over 50,000 yuan

618 is the busiest, in addition to platforms, merchants, there are also goods anchors. So, what about the live broadcast of 618?

The anchor of Wuhan Hanzheng Street is bringing goods

On June 18th, in Wuhan Shangwu International Fashion Center in Yunzheng Street, Wuhan, more than 100 live broadcast companies were in full swing. In order to miss the 618 wave of traffic, many live broadcast companies divided the anchor into 3-4 work. Even in the early morning, the live broadcast room was still lively.

Chen Zhiming, the person in charge of men's clothing brand Kai Duoduo, told reporters that he was responsible for operating 5 Douyin accounts. The main account fans had nearly 270,000 people, and the amount of live broadcast and cargo was up to 2 million yuan.

"618 This time is the air outlet. The transaction amount of our live broadcast every day is relatively stable. A account can sell for about 200,000 yuan a day. It is currently regarded as a live broadcast of the men's live broadcast of the Hanzheng Street." Rent the sales of two wholesale stalls in the traditional market.

10,000 -point office

Also in Hanzheng Street, in the office of the owner of Wanshi E -commerce Company, there is a slightly ridiculous brush word- "Making Live Guangzong Yaozu", which is his third entrepreneurial confidence in his third entrepreneurial business. From traditional offline wholesalers, to online shop owners, to 8 live broadcast rooms in one breath, 618 is obviously a big promotion node that he will not miss easily. It's. "

Wanzhuan, at present, the team has successfully hatched 3 main accounts and more than 30 matrix accounts. It has more than 20 full -time anchors. The division of more than 50,000 yuan. "

"One of the benefits of our live broadcast is to analyze through big data. For example, after a piece of clothes, after the factory is produced in small batches, the short -term test is performed through the live broadcast platform. We gave up decisively. "Before 618, the Wanxian team designed a skirt, which ushered in the skyrocketing sales during the 618 period. Now it has sold more than 100,000 items on the Douyin platform.

618 this year is undoubtedly an important consumer battle. After experiencing a confused trough, this is the most needed moment to be confident and vitality.

- END -