Cumulative orders placed on various e-commerce platforms exceeded 960 billion yuan
"6.18" fuels consumer enthusiasm (Online China)
As the first large-scale e-commerce shopping festival after the prevention and control of the new coronary pneumonia epidemic entered normalization, this year's "6·18" was given important values such as stimulating consumption and promoting economic growth. Full reductions, subsidies, consumer coupons, price reductions... Driven by the "March 18" shopping festival this year, major e-commerce companies have launched promotional policies, coupled with government consumer coupons and preferential policies for offline merchants. China’s consumption enthusiasm has been released, bringing a warm breeze to the Chinese consumer sector.
There are fewer promotional fancy gimmicks
The "post-90s" Wang Yu, who just joined the work, recently fancy a popular electronic product, but the price of nearly 2,500 yuan made him hesitate. During the "6·18" shopping festival, Wang Yu discovered that the products can be purchased in installments and interest-free when browsing the product at an appliance company. He calculated the price: buy this product in 24 installments and pay more than 100 yuan a month, which is generally very cost-effective. So he placed an order on this appliance merchant platform.
In order to meet the young people's “one-step” consumer pursuit, during the “18·18” event this year, some e-commerce platforms launched an interest-free audience, such as JD Finance’s “24-term interest-free” and Tmall’s “6-period free” "Pay 1", Suning Financial launched capricious payment in installments, interest-free and other activities, consumers only need to spend tens to hundreds of yuan per month, you can easily own a high-quality goods.
In addition to installment payment, allowing consumers to dare to consume and willing to consume after the epidemic prevention and control has entered normalization, and to find a balance between financial pressure and the pursuit of quality life, is a major feature of this year's "18·18" activity. To this end, this year, when home appliances vendors launched high-value consumer coupons, time-limited spikes, tens of billions of subsidies and other preferential activities, they paid more attention to the consumer shopping experience. Fancy gimmicks were fewer, and direct price reductions were more attractive.
During the "6.18" event, JD.com announced that it will provide more than 200 million 50% off products, including computer digital, home appliances, daily consumer goods, and even more than a thousand suites, as low as 50% off, a medical checkup package of 6.18 yuan, the minimum 40% off tickets for tourist attractions, etc. Tmall issued 10 billion yuan worth of coupons and subsidies together with local governments and brands. Suning launched the "millions" explosion plan, including stocking 1 million sets of Apple products and 10 million bags of rice.
Shaanxi announced that there are discounts for buying cars, changing home appliances, and opening online stores. Shanghai has launched a consumer festival, the “May 5th Shopping Festival”, and Henan has released ten measures to promote consumption. Governments around the world have launched promotional policies to continue to increase consumption. For example, the "Beijing Consumer Season" event launched on June 6 announced the launch of 12.2 billion yuan worth of consumer coupons. After the special consumption coupons for smart products and the promotional price of the e-commerce platform "6.18" are used together, the prices of many products are greatly reduced. On an e-commerce platform, a Huawei P40 5G mobile phone is priced at 4,158 yuan, and after the discounts, the price is 3,748 yuan, a total of 410 yuan.
Driven by all parties, this year's June 18th consumption report card is very eye-catching. The data shows that the cumulative order value of Tmall during the "18·18" event was 698.2 billion yuan, and the cumulative order value of JD.com's "6·18" Global Mid-year Shopping Festival was 269.2 billion yuan, and the number of orders on the Pinduoduo platform increased by 119% over the same period last year. The turnover of Suning's "6.18" Super Show in 5 and a half hours exceeded 5 billion yuan... highlighting the vitality of China's domestic demand market.
Live broadcast brings goods into a new hot spot
Beijing users are eager to buy Hubei crayfish, Shanghai consumers like to eat Newlands barbecue, and Xi'an users order while watching the golden peach live broadcast, which can be tasted in as little as 30 minutes... Ma Xiansheng's eating and broadcasting activities in 12 cities across the country are very popular. Li Tianjue, person in charge of Hema Live Broadcasting, said that the joint live broadcast of multiple places will have a significant effect on the sales of special agricultural products in various places. This is Alibaba's new model of digital agriculture to help agriculture and agriculture.
During the June 18th event this year, live streaming has become a hot topic. Data show that Tmall's "June 18" period has 13 live broadcast rooms with a cumulative turnover of over 100 million yuan, and JD Express's first live broadcast sales reached 1.42 billion yuan.
Not only did major e-commerce companies increase their live broadcast marketing efforts during the June 18th period, but short video platforms such as Kuaishou and Douyin also entered the game. Kuaishou not only held the "6·16" quality shopping festival, but also cooperated with the home appliance company Midea to launch an online celebrity incubation plan. The first batch of 700 shopping guides settled in Kuaishou. Douyin also started four "6·18" marketing city tours.
Cao Lei, director of the E-Commerce Research Center of NetEconomy (e-commerce portal), believes that in the era of mobile Internet, dissemination of pan-entertainment content has a significant effect on increasing traffic and reducing customer acquisition costs. It has become an important battlefield for e-commerce platforms. . In the context of the normalization of epidemic prevention and control, due to the promotion of the "6.18" promotional activities, the live broadcast brought goods to more consumers.
It is worth noting that the resource integration trend of each platform is more obvious this year. Recently, e-commerce platforms such as JD.com and Pinduoduo have announced cooperation with retail companies Gome, Suning.com and Douyin have reached in-depth cooperation, and all parties have achieved integrated operations by integrating supply chains. Some e-commerce companies have also invested in production lines involving household appliances, fresh food, sports and other categories to further integrate the upstream and downstream resources of the industrial chain.
Logistics distribution has improved significantly during the "6·18" period this year. JD Logistics launched the "city cluster half-day delivery", 88% of the country's administrative districts and counties can achieve 24-hour delivery, Suning builds the first 5G unmanned warehouse, and Cainiao Logistics launches services such as hourly delivery, half-day delivery, and same-day delivery. The logistics speed has increased significantly. According to rookie logistics data, compared with last year's Tmall "6.18" period, courier speeds generally exceeded 30%.
Wang Wei, director of the Market Economy Research Institute of the Development Research Center of the State Council, said that online shopping festivals have a positive role in leading, releasing, replenishing and innovating consumption after the epidemic. By promoting the development of more industries such as manufacturing, logistics, etc. The integration of the industrial chain will also lead and lead the entire national economic cycle.
Zhao Ping, director of the International Trade Research Department of the China Council for the Promotion of International Trade, believes that this year's "6.18" shopping festival is of special significance. In the short term, it will further accelerate the recovery of consumption; in the long term, the new trends and bright spots that emerged during the June 18th period will be transformed into new kinetic energy for China's economic development.
Good quality control
During the annual e-commerce promotion, product quality and after-sales issues are the focus of consumer concern. During this year's June 18th, live broadcasts were extremely popular, but many consumers reported exaggerated and false propaganda in live broadcast shopping, and some products were of poor quality or even "three-none" products.
The "Consumer Satisfaction Online Survey Report on Live E-commerce Shopping" released by the China Consumers Association recently shows that 37.3% of consumers have encountered various problems in live shopping. With the increasing popularity of the "6·18" activity, regulatory policies related to live broadcasts are also coming.
From June 5th, the State Network Information Office and other departments launched a six-month period of special rectification and standardization management actions for the webcast industry, exploring the implementation of webcast classification and classification standards and webcast live cargo management rules became the focus. On June 8, the China Chamber of Commerce issued a notice drafting two standards: "Basic Standards for Video Live Shopping Operations and Services" and "Guidelines for the Evaluation of Online Shopping Credit Service System". It is reported that this will be the first national standard in the live broadcast industry.
Zhu Wei, deputy director of the Communication Law Research Center of China University of Political Science and Law, believes that a cross-sectoral supervision model with market supervision departments, business departments, and network information management departments as the core should be established as soon as possible, and relevant laws and regulations should be promulgated. For example, a blacklist system, credit evaluation system, and complaint supervision system can be established to achieve one-time violation and life-long suspension of business, thereby promoting the standard and orderly operation of the live broadcast industry and achieving high-quality development.
Peng Xunwen