What kind of changes and surprises have this year's 618 brought us?

Edit | Yu Bin

Production | Chaoqi.com \"Yu Jian column\"

This year's 618, just in the epidemic defense The control situation is stable, and the enthusiasm for consumption has gradually recovered and accelerated on the release of such a key node. Many brands, companies, and merchants are waiting for it. I hope that it can exceed last year's performance and gain. This confirms this.

Quality and personalization are highlights

Similar to last year, this year 618 shopping festival The promotion was actually launched after more than 20 days in advance. This shows that the major e -commerce platforms have the expectations and importance of this event. At the same time, the time node of the promotion is also extended. In the competitive environment, the sales performance of the platform and the merchant can be improved steadily.

No accident, home appliance digital products are still the main responsibility of this year's shopping festival. From the perspective of home appliance sales performance of various online platforms, consumers' demand for buying home appliances is not reduced, and quality home appliances The consumption boom is still continuing. This year, JD 618 began for only 4 hours. The total turnover of the entire home appliances exceeded the whole day of last year. The turnover of new home appliances exceeded the level of last year.

Especially for the trend trendy trendy online red home appliances, its sales have increased faster, and the turnover of embedded air conditioners, new wind air conditioners, and ice washing kits increased by more than 3, 8 times, and 6 times year -on -year, respectively. The turnover of only 4 hours of gaming TV is much higher than last year.

The sales of drones, gaming machines, and projectors are even more hot. The transaction turnover exceeds the whole day of last year. The turnover of the turnover exceeded the whole day of last year. The 10 -minute turnover of the RF beauty instrument and heating water purifier increased by more than 10 times and 4 times the year -on -year.

The same is true of Suning Tesco. Since the start of the 618 event, the sales of high -end appliances of more than 40,000 yuan (set) and more than 10,000 yuan in high -end home appliances have increased by 43% year -on -year. , 78%.

The sales of online smart home appliances increased by 64%year -on -year. The trend of continuous iteration and upgrading of home appliances consumption is relatively obvious. The analysis of Suning Tesco also pointed out that home appliance consumption has shown a set of scenes, high -end quality, green intelligence, and green intelligence. The four trends of the trend of Hua and the trend.

In the first half of the year, the mobile phone market, which has been sluggish in the first half of the year, finally ushered in a wave of transactions. Within 4 hours after the start of Jingdong 618, the sales of Xiaomi mobile phones increased by 1.6 times year -on -year. At the first one second from 8pm on May 31, the turnover of Apple, Xiaomi, and Realme breaks throughRMB 100 million.

In particular, the news that Apple iPhone 13 dropped thousands of yuan and quickly rushed to the first Weibo hot search list, which brought a wave of traffic to Apple. The sales of iPhone 13 and iPhone 13 Pro rose to the top two positions.

The turnover of brands such as Honor, Huawei, OPPO, vivo, etc. also doubled year -on -year. The sales trend of domestic high -end models is also good. OPPO, Vivo, Huawei, Honor and other brands of 4,000 yuan The turnover has doubled year -on -year.

\"In the column\" believes that with the rapid rise of consumer groups in the 90s and generations of Z, their own independent and personalized consumption awareness is quietly changing the details of various industries in the home appliance digital market. Division.

Production companies are also more concerned about consumers' needs in high -end, quality, intelligence, and health and environmental protection than in the past. From the characteristics of the sales of digital products of home appliances, we are not difficult That's it.

Young people lead the consumption trend

The idea of \u200b\u200bconsumers, especially young people, is increasingly rational. They will pay for quality and trend. But it is not blindly pursuing high prices, but strives to achieve a balance between quality and price.

So, as last year, this year's 618 shopping promotion, the promotional factors such as national tide elements, healthy life, live broadcast and cargo are still the focus of attention and hot discussion. These factors have indeed brought good marketing results. The sales results in the first half also show that the domestic consumer market still has strong consumption toughness and purchase potential.

The influence of national tide heat continues. Among the top 20 brands on the first day of 618, the number of domestic brands accounted for 70%. The achievements are obvious to all, so this year's e -commerce platforms have also increased support in this regard.

From June 1st to 18th, Douyin e -commerce launched the \"Shouyi Non -Heritage\" social value zone to promote the old -fashioned food, traditional handicrafts and national tide good things to consumers. Based on users and traffic, domestic brands, especially old -fashioned samples, will inevitably have a lot of traffic in 618 shopping and benefit.

At the same time, the national tide products of science and technology are also more popular. The turnover of VR headset increased by 3.5 times year -on -year, of which the turnover of the byte beating Pico series increased by more than 20 times year -on -year.

The epidemic has changed people's leisure life and exercise methods. Now more and more people buy indoor exercises and outdoor camping products. This is also fully reflected in this year's 618 pre -sale event this year Essence

Jingdong 618 is only 10 after the start of the startIn minutes, the turnover of outdoor camping, treadmills, professional running shoes, and yoga mats has increased by more than double year -on -year. The turnover of home fitness clothes and intelligent fitness mirrors has increased by more than three times year -on -year.

New sales models such as short videos and live broadcasts, because they can better stimulate consumers' interest and attention to products, enhance their experience and feelings in the shopping consumption process, and can also achieve transactions at the same time Precise matching, further increase the transaction rate and repurchase rate of purchase conversion.

So the current marketing method is also increasingly accepted and recognized by the two parties. On the day of pre -sale of 618, the number 106 million people in the same period last year.

Online economy and digital technology have become an important support

\"It is believed that the annual 618 has been constantly promoting the brand, merchants, and enterprises in the direction of high -quality growth. While bringing huge development opportunities to brand merchants, this year's 618 has shown three characteristics of such three characteristics this year. :

Online consumption has become an important engine for driving domestic demand to promote growth. Last year, the total retail sales of domestic consumer goods was about 44 trillion yuan, of which the retail sales of online were about 13 trillion yuan. Relying on online channels The righteousness of various new consumption formats emerged endlessly.

In the first four months of this year, the total retail sales of domestic social consumer goods decreased by 0.2%year -on -year, but the online retail sales did not decrease and increased by 3.3%year -on -year. The status and importance of consumption have increased significantly.

This also means that the future Internet economy will become the main battlefield that merchants will strive to seize, and the new retail competition around it will inevitably become more intense. The current online and offline sales are also closer.

Large e -commerce platforms are accelerating to expand the business offline. For example, as of 12:00 on June 1, Xi'an Jingdong Mall, Chongqing and Hefei Jingdong Electric Super Experience Stores, the accumulated passenger flow has increased by 1.3 times from the previous month, transactions The forehead increased by 5.5 times.

Offline shopping mall merchants are also actively relying on online channels to strengthen product sales layout, such as Intime Department Store actively use the Meow Street APP, WeChat Mini Program, Alipay Mini Program, Live Live, etc. Channel shopping, simultaneously stimulate online and offline consumption potential, and the organic integration of online and offline consumption will provide users with more consumer choices.

Green and low -carbon products have become the first choice for consumer shopping. JD.com has launched the \"Green Green Plan\" without losing time, adding a green logo and giving greater preferential efforts to nearly one million kinds of green high -quality products. Taobao Tmall Several green low -carbon activities have also been launched, which enables consumers to expose more green consumption concepts while shopping happily.

According to the data of Suning Easy Buy, in the first round of pre -sale of the online platform, green energy -saving home appliances continue to sell, and the sales of new first -level energy -efficient air conditioners, refrigerators, and cold cabinets increased by 68%, 74%, and 159%year -on -year respectively. Essence

It can be said that as the concept of green consumption continues to advance and popularize, it will deeply affect all aspects of our socio -economic development and consumer model upgrade in the future. Therefore highly valued.

The leading role of the digital economy is even more prominent. The digital and intelligent level of large e -commerce platforms has further improved compared with the past. With this advantage, the platform can provide many small and medium businesses with product circulation to promotion and sales. One -dragon service helps small and medium -sized merchants to achieve the goal of reducing costs and increased sales through traffic support.

During the pre -sale of 618 this year, more than 1,500 small and medium businesses on JD.com achieved the sales results of more than doubled pre -sale orders. The turnover increased by more than 6 times year -on -year, and the turnover of more than 2,000 cooperative brands increased by more than 7 times year -on -year.

Pinduoduo uses product labeling and traffic support to help small and medium businesses with difficulty in operating increase revenue. Recommended, interactive and other methods to improve the traffic acquisition capacity of merchants.

It can be seen that large e -commerce platforms can help small and medium -sized merchants to improve the level of digitalization, informatization and intelligence, and alleviate the operating pressure brought by market and technical restrictions.

Conclusion

In the first few months of this year, because of the influence of various factors, the influence, With the slowdown of social consumption growth, the public consumption confidence has weakened, and with the gradual recovery of consumer demand, the overall situation of commodity sales began to warm up.
For various e -commerce platforms and brands, the 618 shopping festival is undoubtedly the most important sales node and the timing of the first half of the year. The platform and the company have high hopes for this. The successful achievement of the platform and the annual sales target tasks of the enterprise will play an important role. As the activity continues to carry out in -depth development, in the remaining ten days, the second half of competition will undoubtedly be more intense.

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