What is the "618" score this year?Look at the new ecosystem of consumption through the e -commerce shopping festival

The "618" shopping festival ended. According to data from the National Bureau of Statistics, the online retail sales of domestic physical goods in the first five months of this year increased by 5.6%year -on -year, while the growth rates in 2020 and 2021 were 11.5%and 19.9%, respectively. In the case of impact on domestic demand and other factors, "618" carried the banner of promoting consumption.

What is the "618" score this year? What are the new characteristics and trends of online and offline consumption?

New channel: Live e -commerce performance is dazzling

In previous years, the "618 Battle Report" as a platform between the platform and the game was always "smell of gunpowder". This year, only JD.com announced the final "battle fruit" -as of 23:59 on June 18th, the cumulative order amount exceeded 379.3 billion yuan. Compared with 343.8 billion yuan in the same period last year, a year -on -year increase of about 10%. Although the grades are happy, the slowdown in growth is an indisputable fact.

Ali and Pinduoduo look relatively "low -key". Ali's data mentioned that over 260,000 brands this year participated in Tmall's "618", and the event products exceeded 12 million. Among the municipalities and cities directly under the Central Government and provincial capitals, Shanghai's turnover ranked first and achieved positive growth year -on -year growth. Beijing ranked second; dishwasher, smart toilet and gaming chair have become the "new three pieces" of young Chinese families.

Pinduoduo focused on growth. During the promotion period, the number of official flagship stores of Pinduoduo brand increased by 182%year -on -year, and the number of commodities increased by 264%year -on -year.

Compared with the performance of traditional comprehensive e -commerce, live e -commerce performances performed brightly this year's e -commerce festival. Although in the live broadcast room of "618" this year, some head anchors have been seen in previous years, many emerging anchors have submitted bright transcripts.

From June 1st to 18th, Douyin e -commerce live broadcast was 40.45 million hours, and the short video of hanging shopping carts played 115.1 billion times; Douyin Mall scene driving sales increased by 514%year -on -year. %, The number of merchants increased by 159%year -on -year.

In terms of anchor, according to the data released by the short video data analysis platform "Cicada Mom", the first sales ranking on the Douyin platform is "Big Wolf Dog Zheng Jianpeng & Yanzhen Couple", which is in this "618 Douyin Good Things Festival" The total sales of the total goods exceeded 500 million yuan; the "Oriental Selection" live room under New Oriental followed closely, and the sales exceeded 300 million yuan; the star anchor Jia Nailiang won the flower, with a cumulative sales of nearly 300 million yuan.

According to industry analysts, the focus of the live broadcasting e -commerce platform may be more shifted to the anchor of the "waist" and even the "leg" anchor.

New growth: Outbreak of consumer consumer demand

"I have been here to buy, and it cost more than 10,000 yuan." Wuhan White -collar Xiaowei recently purchased a new house. During the "618" period this year, she purchased two air conditioners, a washing machine and a refrigerator for the new home in Jingdong. Essence Xiao Zhou told reporters that the four home appliances are more than 1,000 yuan than usual.

This year's shopping festival, the demand for home appliances consumption is full. JD.com's "618" data shows that the turnover of new products and mid -to -high -end appliances is 5 times the same period last year, and the set of home appliances is twice the same period last year. The average unit price of home appliances increased by 30%year -on -year.

From the perspective of the specific category, the transaction of gaming TV has increased by 5 times year -on -year. The turnover of washing machines and ultra -thin refrigerators was three times the turnover of last year. The volume of fresh air air conditioners was 10 times last year; the turnover of air fried pots increased by 5 times year -on -year. The turnover of the RF beauty instrument increased by 200%year -on -year; the turnover of the scan and drag -and -mortar washing machine increased by 100%;

Guojin Securities Research reports that the value orientation of home appliances has shifted from high cost performance to focusing on quality, segmentation, and personalization. Quality life has become the main theme of the home appliance market. During the "618" period, the consumption characteristics of home appliances were summarized as quality life and green consumption.

Except for the dazzling consumption data of the home appliances, car consumption is not too much. The reporter noticed that during the "618" period this year, many car companies launched the "fracture" promotion -"10 % off -time spikes", "10 % off -time spikes", and even wrote "1 yuan grab" in the promotion poster The impact of the class; not only that, some models can also enjoy the reduction of purchase tax, receiving car purchase subsidies, etc.

"I bought a Lingcker price of 200,000 yuan, and enjoyed the reduction of half, dealer discounts, and government subsidies." Mr. Ke, a citizen of Chengdu, told reporters that he saved him more than 8,000 yuan.

Since the end of April, the policy of favorable car consumption has been introduced densely, and the prelude to the "618" year in advance has been opened in advance.

According to data from the Federation of Federation, in the second week of June, the average retail sales of the domestic narrow passenger car market was 50,000 units, an increase of 54%compared with the average value of the second week of May this year.

According to CITIC Securities Research Report, the supply and demand ends of the automobile market will maintain a recovery trend. Domestic passenger car sales are expected to climb to nearly two-digit growth in June, and from July to September, there will be a high probability of double-digit growth.

New payment method: Digital RMB consumption rose sharply

"Digital RMB consumption reached 400 million yuan, an increase of over 18 times year -on -year, and the digital renminbi began in the pilot transaction from JD.com to May 2022 in December 2020." It can be seen from the data released by JD.com. Become a new favorite.

Since the announcement of the first batch of pilots in 2019, Digital RMB has successively blossomed in more than 20 cities including Shanghai, Shenzhen, Guangdong, Suzhou, Jiangsu, and Xi'an, Shaanxi. The application scenarios are online and offline, covering wholesale retail, catering cultural tourism, and catering cultural tourism. Education, medical care, public transportation, government affairs payment, tax collection, subsidy issuance and other fields. Third -party payment methods such as Alipay are already very convenient. Why use digital RMB?

Mu Changchun, director of the Institute of Digital Currency of the People's Bank of China, previously explained that WeChat payment, Alipay, etc. are financial infrastructure and can be understood as wallets; digital RMB is a payment tool and the content of the wallet. In other words, platforms such as Alipay are just "porters" of money, and digital currency itself is "money".

"Although the payment function is similar, digital RMB also has a specific advantage." Mu Changchun said that one is that digital RMB is the national legal currency and the highest safety asset; Under the premise, value transfer and support offline transactions have the characteristics of "payment is settlement"; third, digital RMB supports controllable anonymous, which is conducive to protecting personal privacy and user information security. Like the relationship with the physical renminbi, digital RMB will coexist with traditional electronic payment tools for a long time.

Recently, many regions have continued to issue digital RMB red envelopes through the shopping festival temperature to boost consumption. Zhejiang Jinhua plans to issue 20 million yuan of digital RMB consumption red envelopes from June 19th to July 31st; Fujian Xiamen Digital Renminbi Red Packet Campaign launched registration on June 22, and the amount of digital renminbi red envelopes was 20.22 million yuan.

Song Xiangqing, deputy dean of the Government Management Research Institute of Beijing Normal University and director of the Industrial Economic Research Center, believes that with the implementation of many measures such as digital RMB and consumer vouchers, the consumer markets in various places have gradually recovered, releasing consumer potential, and inspiring the stimulation Consumption vitality is expected to further improve consumer data in June.

■ China City News Reporter: Zheng Xinyu

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