China Business Daily (Reporter Jiang Yongxia Zhang Tao Ran Longnan) The Spring Festival is approaching, consumers are preparing to buy New Year's goods, and the New Year's Day has also become a key node for businesses to leverage users' needs.

Nowadays, the New Year's Day of major e-commerce platforms is in full swing. In addition to the traditional e-commerce platforms Taobao and JD.com participating as usual, the cutting-edge e-commerce platforms Kuaishou and Douyin have fired the first shot of the New Year's Day in advance, and the momentum is huge.

With the participation of various roles, this year's E-commerce New Year Festival is very exciting.

multi-party competition

　　Kuaishou and Douyin are the e-commerce platforms that launched the first shot of the online New Year's Day this year.

On January 1st, Kuaishou E-commerce and Douyin E-commerce launched the Quality New Year Festival and the Good Goods Festival respectively, which lasted until January 16th.

Traditional e-commerce platforms Taobao and JD.com followed suit.

At 8 pm on January 9th, Taobao, Tmall and JD.com respectively launched New Year's Day promotions.

It is reported that the Taobao Tmall New Year's Day will last until January 15th, and the JD.com New Year's Day will last until January 26th.

　　It is understood that the New Year's Day in 2022 covers almost all categories, and the products involved are quite rich. The most popular ones are the products that highlight the theme of New Year's goods.

At the end of the year, merchants are also trying their best to do a good job in promotions.

A reporter from China Business Daily noticed that there are also a lot of discounts and promotions for the New Year's Day, including red envelopes, spikes, special purchases, and platform subsidies.

"This New Year's Day is still very powerful, and the discounts on some products are not inferior to 'Double 11'." Ms. Wang, a consumer in Beijing, told a reporter from China Business Daily that she has a lot of online shopping needs at this time of year.

For her, sometimes it's okay to buy things on "Double 11" and "Double 12", but there are many necessities to buy on the New Year's Day, including the New Year's stock of household necessities, and the preparation of gifts for family and friends.

　　In addition to the participation of traditional e-commerce platforms such as Taobao Tmall and JD.com, Kuaishou e-commerce and Douyin e-commerce are also fully involved in this New Year's Day.

Moreover, no matter from the point of view of time node or from the perspective of investment, this New Year's Day, the new e-commerce platform and the traditional e-commerce platform may have the meaning of head-to-head confrontation.

Although Kuaishou E-commerce and Douyin E-commerce also participated in "Double 11" and "Douy 12", and had confrontations with Taobao, Tmall and JD.com, that was not their home ground.

The New Year’s Day is different. Although Taobao, Tmall and JD.com have been working hard for many years, they have not formed their own absolute advantages. There are still many opportunities for Kuaishou e-commerce and Douyin e-commerce in this market.

Therefore, this year's New Year's Day, Kuaishou E-commerce and Douyin E-commerce are working very hard, and there is a lot of meaning to decide the outcome here.

　　In addition, this year's New Year's Day is not only attended by these large-scale comprehensive e-commerce platforms, but also some more characteristic e-commerce platforms in the market have also seen opportunities.

On January 10, the "2022 National Online New Year's Festival" jointly guided by the Ministry of Commerce, the Central Cyberspace Administration of China, the Ministry of Industry and Information Technology and other departments was officially launched, and then all parts of the country began to advocate online festivals with local characteristics.

It is reported that recently, China Post Group has also launched the 2022 Chinese New Year Festival to promote postal cooperation with farmers.

Go head-to-head in "Hometown"

　　The 2020 E-commerce New Year's Day has many participants, and the promotional activities are also very lively. However, the main traffic is still concentrated among Taobao, Tmall, JD.com, Kuaishou, and Douyin.

According to the reporter's observation, Taobao and JD.com continue the traditional e-commerce promotion strategy, and there are many participants, including brand owners, small and medium-sized businesses and anchors.

Kuaishou e-commerce and Douyin e-commerce are the main venues for anchors to bring goods.

Although the presentations of these platforms are different, the gameplay is largely the same.

　　First, there are discounts and promotions that tend to be similar.

On the New Year's Day in 2022, major e-commerce platforms still choose to attract consumers with promotional activities.

Kuaishou E-commerce has launched a variety of promotional activities, including 1-point purchase for new customers, 9.9 yuan for old customers and other brand welfare products, as well as red envelopes in the live broadcast room, free delivery at the big promotion venue, red envelope rain and other benefits.

Douyin e-commerce New Year's Day has invested billions in traffic subsidies and prepared multiple red envelope benefits.

JD.com launched a 50% off sale of super spike Japanese-quality New Year's goods, as well as New Year's limited surprise coupons, red envelopes raining up to 8,888 yuan in cash red envelopes, and super tens of billions of subsidies.

Merchants on the Taobao Tmall platform also launch various discount promotions, and the platform also provides subsidies of 100 million yuan. There are also various benefits such as instant kills, buybacks, exclusive discounts for members and users, and red envelopes.

　　In addition, from the perspective of product types, the 2022 New Year's Day will cover all categories. Although there are also key points, everyone's focus is similar.

Agricultural special products, new products for the Year of the Tiger, national tides, intangible cultural heritage, etc. are not only the theme content of the New Year's Day of Kuaishou E-commerce and Douyin E-commerce, but also the keywords of Taobao, Tmall and JD.com.

　　However, it is worth noting that there is a new highlight of the 2022 New Year's Day, which is to focus on "hometown", which has also become a new battlefield for e-commerce platforms.

With the Spring Festival approaching, "hometown" has become a high-frequency word for festivals, and good hometown goods have also become a major selling point of e-commerce platforms.

　　It is reported that the theme of this year's Kuaishou E-commerce New Year's Day is "local anchors, authentic New Year's goods".

In the early days of the New Year's Day, the anchor of Kuaishou Daren turned into a "hometown New Year's spokesperson", recommending hometown special New Year products for fans, and introducing the stories behind the New Year's products.

During the New Year's Day, Douyin e-commerce also takes "Hometown New Year's Goods" as a key content, and joins hands with local commerce and agricultural departments to create a "Hometown New Year's Goods Festival" special event, inviting e-commerce experts from different regions to represent their hometowns to promote hometown's good goods.

　　The Taobao Tmall New Year's Festival launched the "100 Villages Short Selling Program", which specially set up an exclusive venue to help farmers, and recommended a province's characteristic agricultural products a day, such as fat head fish in Chagan Lake, pineapple in Hainan Sanya, seafood in Zhoushan in Zhejiang, and Aksu in Xinjiang. Apple... 23 provinces and more than 110 county-level agricultural products have become the business card of Taobao and Tmall's New Year's Day.

　　In fact, hometown and agricultural special products are not a theme of the e-commerce New Year's Day, which also reflects the focus of e-commerce platforms and the general trend of rural revitalization in my country.

　　On the whole, for the New Year's Day in 2022, the gameplay of major e-commerce platforms is not novel, and some aspects can be said to be similar, even if the main positions coincide.

However, in the same field, the competition in the same way may be more intense and cruel.