618: This session of the war report is "quiet"

"JD hours buying for a minute -level delivery service users increased by 110%year -on -year, new household appliances increased by more than 10 times year -on -year, and home appliances increased by 600%year -on -year." This is the "record record given by JD 61888 "".

Vipshop, Douyin, and JD.com have submitted 618 answers, and Ali did not release any "war reports" in 618 this year. Compared with 618 in previous years, even if many companies have announced the "battle", they can't hear the sound of a few seconds, which breaks through the new high. The 618 this year seems a bit "quiet".

Jingdong: Sichuan Consumer Power Living in the country is sixth in the country

During the 618 period of 2022, in the 31 provinces / municipalities / autonomous regions nationwide, Sichuan ranked 6th in the country, and the customer unit price ranked 15th in the country! The upward amount ranks 10th.

During the 618 of this year, from the perspective of the turnover, the TOP5 cities in Sichuan's turnover are: Chengdu, Mianyang, Nanchong, Deyang, and Yibin. The regions with the strongest purchasing power are: Xinjin District, Dujiangyan City, Jianyang City, Chongzhou, Pengzhou.

During the consumer season, local sinking market turnover increased by 85%month -on -month. In terms of user characteristics, Sichuan new users tend to be younger, financial practitioners have increased the fastest year -on -year, female users account for 5%higher than the average ratio, young users under 35 years old account for 57%, and the penetration rate of high school and below is increased by 0.0 %. More and more students have joined Jingdong online shopping, which has greatly improved local new users.

Vipshop: Health and quality consumption becomes a trend

As of 11 am on June 18th, Vipshop's 6.16 -year Special Sales Festival has continued to rise. Vipshop data shows that Shanghai, Beijing, and Shenzhen have become the most orders for cities, and health consumption and quality life consumption have become A major consumption trend of the Special Festival in the year, affected by this, sales of clothing shoes and bags, beauty, mother and infant supplies, home appliances, sports outdoor, health care and other categories have also ushered in an outbreak.

Outdoor movement is a trend since this year. Vipshop data shows that due to the influence of camping heat, since the opening of the Special Sale of the year, tent sales have increased by 128%, and the sales of outdoor tables and chairs have doubled year -on -year. Outdoor cycling has also attracted much attention, and the sales of cycling accessories increased by 97%year -on -year.

At the same time, a theme of consumption, Vipshop data shows that cheongsam has become one of the most popular categories of 6.16. Since the sale of the year, the sales of cheongsam have increased by 9 times year -on -year. Coffee, gold jewelry, etc. also ushered in the peak of consumption. Coffee sales increased by 54%year -on -year during the Special Sales Festival of the year. Coffee accessories were doubled year -on -year. The sales of gold bracelets increased by nearly 50%year -on -year. In addition, in summer, cleaning masks with cleaning and hydrating effects have become a must -have for skin care for young people. It is also the most popular product on the 90s and post -95s on the Vipshop platform.

Douyin: Hundreds of millions of products have emerged in short videos grass -growing grass

During the 618 period, the Douyin e -commerce "headline on the mountain" helped the agricultural project to go deep into Hubei and join hands with the local agricultural merchants to promote the sales of agricultural products. From June 7th to 14th, the platform sold a total of 1.4 million Shan Hubei agricultural specialties. In 8 days, 608,000 crayfish, 54,000 kg of smoked bacon, 268,000 pieces of purple rice cakes and 79,000 sorghum ravioli were sold nationwide. The number of rattan tea sold on the platform can cover 130 acres of tea fields.

The nation's 1.209 million consumers have placed orders. Hubei Agricultural Special Products sold northernmost to the Daxinganling area in Heilongjiang Province.

Children's toys categories on the entire platform show a rapid growth trend. Through short video planting grass, merchant self -broadcasting, star experts, special marketing and other combination methods, it closely linked to the hot spots of Liuyi to promote good quality for consumers. During the event, the sales of parent -child living products increased by more than 160%compared with the same period last year, and hundreds of products with a sales exceeded 1 million.

JD.com:

On the evening of June 17, users who experienced JD.com's "minute -level delivery" service increased by 110%year -on -year.

JD.com purchased, JD.com arrived at home, and also combined with Wal -Mart's national stores, Yonghui Supermarket, China Resources Wanjia, Bu Bee Lotus, Beijing Hua Lian, Jiarong Supermarket, Renren, Mei special, etc., extend online business distribution At the latest to 22 o'clock, it provides consumers with a "eight or nine non -timeout" delivery service that can be delivered at home at 8 o'clock and 9 o'clock in the evening.

JD.com purchasing and JD.com data showed that since 618, the sales of seafood and women's clothing have increased by more than 10 times year -on -year, the sales of sports outdoor products have increased by 7.8 times year -on -year, and the sales of individual protection electrical appliances have increased by more than 5 times. Perfume, makeup, liquor, etc. The year -on -year growth has exceeded 3 times.

Industry: The overall "cold" future model needs innovation

Bao Yuezhong, a special researcher at the E -Commerce Research Center of the Internet and the Chairman of Bomim Enterprise Management Consulting Co., Ltd., pointed out that 618 is a marketing measure. As a marketing measure, it will face the decrease in marginal effects. In the past few years, whether it is 618 or Double 11, there is no original influence. It turned out that consumers felt that such promotional activities were relatively fresh, and they are now very suitable. He believes that in the future, e -commerce needs to change new gameplay and use new models to do something new.

Some people in the industry have pointed out that for the platform, increasing the support of SMEs is not only a strategic measure to improve the quality of platform consumption content, increase platform traffic, grab or ensure the platform's market position, and it is also the social responsibility of large platforms to promote economic development.Red Star News reporter Guo Jingjing

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