China-Singapore Jingwei client, June 18 (Chang Tao) "Is there anything worth buying in 618? There are too many live broadcast rooms, and I can't panic. I want to copy jobs..." On the evening of June 17, a consumer Ask for help in the circle of friends.
"10, 9, 8, 7, 6, ... 3, 2, 1!" At 9:30 on June 18, with the end of the countdown, JD.com was officially listed on the Hong Kong Stock Exchange for the second time with the stock code 9618.
In the morning of June 18, ByteDance responded to the market news of "establishing a first-level business unit named after "e-commerce"", in order to meet users' shopping needs on Douyin, the Douyin e-commerce department was established. It is a normal business adjustment.
In 2020 618, in addition to the hot live broadcast of goods, consumers seem to find no more fun, but feel a little bothered because the front is too long. Is that right?
Data source: Ali
Home battle
On May 25, the same day, Tmall, Suning, and JD.com kicked off the 618-year carnival.
618 originated from Jingdong and can be traced back to 2004. However, before 2014, 618, as the celebration of JD.com, had a stronger color, and the promotion cycle was extended from the original day of June 18 to the entire June.
In 2014, JD.com went public on the NASDAQ. At the 618 preparation meeting that year, Xu Lei, the current CEO of Jingdong Retail Group, put forward on the spot, "Don't redeem June anymore. Highlight the theme of 618. The promotion can be done for 20 days to form a consumption symbol. That is Jingdong's 618." "Since then, 618 has gradually become a national shopping carnival, and more and more traditional e-commerce players have joined this scuffle.
On June 18, JD.com's secondary listing on the Hong Kong Stock Exchange Source: JD.com
Therefore, from a historical perspective, 618 is a veritable home of Jingdong. However, in the past two years, the market has heard from time to time whether "618 is a substitution at home".
Since 2019, Tmall has issued a signal that 618 is its home field. In 618 of 2020, JD.com encountered even more intense artillery fire: Suning directly called JD "at least 10% cheaper than JD."
Some details can explain the challenges that JD.com is facing. In Jingdong's superior 3C category, on June 17th, the 618 mainstream e-commerce platform 3C digital home appliance category sales monitoring report released by Analysys, a third-party research organization, showed that Tmall 3C home appliance sales have surpassed Jingdong and ranked first. The report believes that Tmall's 3C digital home appliances are focusing on "new", and focusing on launching products with new brands, new styles and new functions is an important reason for this change.
However, Jingdong also tried to use data to show that home advantage has not been lost. The Jingdong 618 battle report shows that the sales of 5G mobile phones exceeded 10,000 units in less than 1 minute on June 18; the Huawei brand led the growth again, and the 10-minute turnover increased by more than 300% year-on-year.
At the launch ceremony of Jingdong 618 on May 25, the answer given by Jingdong was "simple" for how to keep their home court. In terms of incentives, JD.com 618 launched the "Super Ten Billion Subsidy", and launched hundreds of billions of discounts and ten billion consumer coupons. Specifically, JD 618 offers 50% off more than 200 million items.
It's not just Jingdong who plays "simple" style. Compared with the complex superposition rules of previous years, this year's e-commerce platform promotion rules appear extremely simple.
It's a little late to fight more, and he joined the battle on June 9. Pinduoduo announced that from June 9 to June 20, the platform will once again increase the intensity of tens of billions of subsidies, and jointly with many brands and businesses on the platform to distribute large cash red envelopes and consumer coupons, continue to use "no pre-sale, no payment A simple, non-routine gameplay of "down payment, no need to make orders".
Tmall also proposed to combine the national consumption subsidies to start a discount of no coupons to receive a discount of 40 for purchases over 300.
But for who is 618 at home, Jingdong does not seem to care. The China-Singapore Jingwei reporter noted that in 2017, JD.com emphasized that it hopes to make 618 an open brand available to the whole society.
Marriage, standing team
This year 618, alliances and teams have become high-frequency words. The first shot was that on the eve of the 618 start, on April 19, Pinduoduo strategically acquired shares in Gome.
The cooperation between the two parties at the business level is more interesting. Gome has put a lot of “retail infrastructure” such as the “home•life” supply chain, medium and large-sized logistics networks, service solutions and so on. At the same time that Gome has put a lot of goods on the shelves, the two sides will also carry out comprehensive, in-depth and close cooperation in joint large-scale procurement, customized products, joint marketing, home appliances to the countryside, and the formation of online and offline traffic alliances.
After a lot of efforts, on the evening of May 28, JD.com announced a strategic investment in Gome Retail. At the business level, after JD.com and Gome became strategic partners, Gome connected the supply chain logistics warehousing and distribution service system and more than 2,600 stores across the country to the JD platform, while allowing more than 160,000 communities and live broadcasts to be important retail assets. Jingdong is open.
The alliance continues. On May 27, the second day of the 618 battle opened, JD.com and Kuaishou signed an in-depth cooperation agreement. During 618, JD.com fully opened its self-operated products to Kuaishou. Kuaishou anchors were free to choose and sell products. Even without going through the jump link in the middle, consumers can purchase Jingdong products through quick hands.
This cooperation is a very big change for JD.com. Liao Jianwen, Chief Strategy Officer of JD.com, said: "In the past when JD.com was reaching a traffic platform, the business department had a strong impulse, hoping that the traffic would eventually come back and complete the closed-loop transaction on JD. But now it has changed. JD.com’s positioning is to provide Supply chain and contract fulfillment services. In cooperation with Kuaishou, JD.com has moved from a centralized e-commerce platform to open."
Jingdong also pulled Baidu. On the eve of 618 this year, Baidu, which has been the mainstay of knowledge live broadcast, suddenly accelerated the pace of live broadcast e-commerce. It integrated many Baidu mobile ecological resources including Baidu App and good-looking videos to participate in the battle 618.
During 618, Baidu App launched 618 channel. From the page layout, JD.com is the main partner of Channel 618. According to media sources quoted by Baidu insiders, Channel 618 is an exclusive channel customized by Baidu for JD. It connects to the supply chain, logistics and after-sale system of JD.
New forces, circle breakers
When there is an alliance, there are new players. The entry of new forces may be the only highlight of this year's 618 apart from live broadcasts.
As an ally of JD.com, Baidu launched a series of live-broadcasting activities during 618, such as "Good Things and Adventure Season", "Treasure of Sichuan", "Walking Civilization" and so on. Unlike other store-type live broadcasts, Baidu Live Broadcast mainly stimulates users' consumption through the creation of knowledge and scenes.
According to the news on June 17, the latest data shows that as of June 17, Baidu's "618" series of live broadcast activities, a single transaction exceeded 10 million.
Two other more important new forces are Kuaishou and Douyin: Douyin released "Douyin Live Spike Carnival" and Kuaishou launched the "618 Kuaishou E-commerce Carnival Month" event.
In November 2018, Kuaishou tried e-commerce for the first time. When Brother Sanda brought 160 million yuan in fast delivery, the outside world found that this short video content model based on social relationships is also effective in the field of e-commerce. The following year, the fast-handed e-commerce department was formally established, and the e-commerce live streaming opportunity for the celebrities came.
Photo of the new latitude and longitude Chang Tao in the data map
The new news is that according to the first financial report, on June 18, ByteDance completed a round of major adjustments to the organizational structure of the e-commerce business-a first-level business department clearly named after "e-commerce" was formally established to Co-ordinating the e-commerce business operations of the company's Douyin, Toutiao, Watermelon Video and other content platforms. This change means that "e-commerce" has clearly become a strategic business with byte beating, and Douyin is the core platform for implementing this strategic business.
Subsequently, ByteDance responded to the Sino-Singapore Jingwei client that in order to meet users' shopping needs on Douyin, the establishment of Douyin e-commerce department was a normal business adjustment.
Kuaishou and Douyin do e-commerce, more often by means of short video delivery and live broadcast delivery.
In the eyes of the outside world, Kuaishou prefers social attributes and encourages anchors to operate their own private domain traffic pools. This is helpful to improve the anchor stickiness of the anchors, and train the head anchors. As a result, "family rivers and lakes" like Simba and Sanda were formed on the Kuaishou platform.
Some analysts believe that such an atmosphere can provide fast-handed users with a unique sense of collective identity, and the growth of anchors is also more dependent on "mutual support". But for celebrities who are trying to broadcast live for the first time, the quick-handed social ecology and gameplay are not necessarily suitable for amplifying their influence and live broadcast spread.
In contrast, Douyin is more suitable as a platform for celebrity live shows. Douyin's public domain traffic can bring considerable benefits to celebrities, which is also the biggest advantage of attracting celebrities. Internet analyst Liu Yanfei also told the Sino-Singapore Jingwei client that Douyin's cargo anchor is ultimately a star.
But no matter what, Douyin and Kuaishou have become the forces that cannot be ignored in the field of e-commerce in China today. Perhaps, a new pattern of e-commerce in China will open from now on. (Sino-Singapore Jingwei APP)
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