Every Journal Reporter: Wang Yubiao, Chen Ting, Zhao Wenqi and Wang Ziwei Every Journal Intern Reporter: Yang Xinyi Editor: Liang Xiao
Although the voices of negative voices are endless, when the numbers on the big screen light up again, it is like an Easter egg at the end of a movie. , giving enough twists and surprises.
In the early morning of today (June 19), JD.com announced that during the 2022 618 Shopping Festival, the platform’s cumulative order amount reached 379.3 billion yuan, a year-on-year increase of 10.3% compared to last year’s value of 343.8 billion yuan, setting a new record.
19th 618, every data increase is worth celebrating. Although and Tmall have not released battle report data since 2021, based on the estimated and calculated figures of 698.2 billion yuan announced by Tmall 618 in 2020, the total GMV of the two major e-commerce giants may have reached the second year. Reaching the height of one trillion yuan (JD + Tmall 618 GMV reached 967.4 billion yuan in 2020).
On 618 this year, Douyin e-commerce was upgraded to a global e-commerce for the first time, and the "shouting" in the live broadcast room is still lively. Outside the public domain of "Dikkuai", WeChat video accounts also participated in the battle for the first time, setting up a new flag in the private domain battlefield.
The consumer world is still boiling and surging. Behind countless transactions, the digital world resonates with the physical world, with peaks rising year after year. Small logistics nodes are constantly moving in a busy cycle.
Recovery, boost, help, these keywords rarely pop up during the big sales season. Compared with previous years, 618 this year has more responsibilities and responsibilities. Far above the straightforward consumption spree of the past, in its 19th year, 618 has found new value and meaning.
is fixed at 379.3 billion! JD.com 618: The first year of unlocking supply chain value
html Starting at 8 pm on June 17, JD.com’s “Asia One” in Daxing, Beijing, has a truck entering and leaving the park every 17 seconds on average, and every 2 seconds during peak hours. Get one. More than 1,300 kilometers away in Yiwu, Zhejiang, JD.com's "Asia One", which was put into use during June 18, is also operating efficiently, with a maximum daily sorting and processing capacity of more than 1 million pieces.entered the peak period of 618, and the factories, warehouses, and streets that had been quiet for a long time returned to their usual busyness. Of course, being so busy is something to be thankful for.
is in its 19th year. This year’s 618 event was once described as “quiet”, “bland”, and even “tired” and “difficult” by the outside world. But one second before midnight on the 19th, the numbers that lit up again on the big screen still exceeded outside expectations. The increment of
is still continuing. According to the " Daily Economic News " reporter, from 2018 to 2021, the cumulative transaction volume of Jingdong platform 618 was 159.2 billion yuan, 201.5 billion yuan, 269.2 billion yuan, and 343.8 billion yuan respectively. Last year, it created a year-on-year increase of 27.7% % growth rate. On June 18 this year, the cumulative order amount on the platform reached 379.3 billion yuan, an increase of 10.3% year-on-year, setting a new record.
Image source: Picture provided by JD.com
Although the growth rate of JD.com’s 618 cumulative transaction volume has slowed down this year, this growth rate is worthy of celebration at this time of periodic pressure. Because it fired a "flare gun" for thousands of industries to revive the economy and restore growth rates.
This year’s JD.com 618, a total of 26 stores had orders exceeding 1 billion yuan, the number of new product sales increased by more than 20% year-on-year, and the transaction volume of more than 30 trend categories increased by more than 10 times year-on-year.
JD Hourly Shopping, JD Home , from 8 pm on May 31 to June 18, dual-channel sales increased by 77% year-on-year. On June 18, the single-day transaction volume exceeded 600 million yuan, setting a new single-day peak. record. During the major promotion period, the number of users placing orders through JD.com Hourly Purchase increased by more than 400% year-on-year.
JD.com’s new department store format, which was just launched on June 18 this year, has seen a year-on-year increase of 100% in transaction volume in 531 categories in the past 18 days, and a 100% year-on-year increase in transaction volume in 9,707 brands. It has brought valuable growth and increment to JD.com’s offline channels.
reporter noticed that at the bottom of the large screen where JD.com’s cumulative order amount is fixed, there is a display of the courier’s cumulative delivery distance: 960948516km. Couriers travel through streets and bustling crowds, traveling 960 million kilometers to protect consumers' expectations. Behind the
data is the most realistic profile of "human fireworks" and the best way to open 618. Because of this protection, the busy work behind the scenes becomes particularly meaningful.
Image source: Photo provided by JD.com
In addition, a more intuitive feeling is that the epidemic has given consumers a new understanding of the value of the supply chain. Especially under the epidemic, the important role of the supply chain in ensuring people's livelihood, promoting consumption, and promoting industrial development has been fully demonstrated.
In April and May of this year, infrastructure in some areas was shut down and consumption was hindered. Consumers truly felt the huge value brought by a smooth supply chain.
"For the sense of value, natural existence and conscious cognition are completely different. This year's 618, the real existence of supply chain value and social cognition are aligned for the first time." JD Retail CEO Xin Lijun specifically pointed out at the 618 Open Day , defining 2022 as "The First Year of Supply Chain Value".
A different kind of Tmall 618: Downplaying the "sense of tension" from transactions to consumption
Compared with previous years, this year's 618 is the first 618 since Taobao and Tmall moved towards integration. Especially since the integration has been half a year ago, it has further clarified that "from transactions to consumption" "Towards Consumption" strategy, the details of this year's 618 event also have many special features.
In addition to no battle report, this year’s Tmall 618 did not have a press conference, there was even very little data, and there were no lists or rankings.
In addition, in terms of gameplay, Tmall has obviously made subtractions. It can be found that the platform deliberately removes things that "bring people a sense of tension", such as moving the purchase time to 8 pm so that consumers do not have to stay up late at midnight; the pre-sale period is shortened by 2 days to reduce waiting; the interactive game Super Meow There are no longer any mandatory tasks during the Games.
In the consumption link, Tmall has also made a subtraction, that is, it has launched a shopping cart function to collect orders. Consumers no longer have to rack their brains to calculate the discount: the system automatically prompts the difference between the selected product and "50 off for a purchase of 300". When consumers click the prompt button, products that meet the order amount will also be recommended.
A reporter from "Daily Economic News" noticed that on June 18 this year, Tmall started with many details and focused on improving consumer experience.
Image source: Visual China-VCG111329583135
For example, Taobao quietly launched the "multi-address ordering" function, that is, users can add different addresses to different products in an order when checking out in the shopping cart. Previously, if users wanted to place an order with multiple addresses, they could only contact the merchant urgently to make changes after placing the order. Now this trouble is eliminated.
In addition to placing orders with multiple addresses, Taobao also launched a one-click price guarantee service. As long as there is a price reduction during the price guarantee period, the merchant will automatically refund the price difference within the specified time.
Taobao also stated that during the 618 period, it will control the behavior of merchants who "first increase prices and then lower prices". If it is found that a merchant has increased the price of event products in advance, Taobao will prompt the merchant to make rectifications. If the merchant refuses to make rectifications, the products will be removed from the shelves.
In addition to 618, most of the initiatives launched by Taobao and Tmall in the first half of this year are to serve consumers, including the ability to change the name of Taobao accounts, the shopping cart function, etc. The above-mentioned measures are called "small steps and quick running" within Taobao. Although these service improvements are not eye-catching, they are in line with the current development direction of Taobao e-commerce.
Obviously, half a year after the integration of Taobao and Tmall, the strategy of "from transaction to consumption" has been further clarified, and the upgrade of consumer experience has become the main line of business adjustment in the past six months. As Dai Shan, chairman of Taobao and Tmall, said at a business exchange meeting in May this year, after entering the "traffic era" into the "retention era", the core strategy of the platform is to make consumers "happy and useful" Save worry, save money when buying, and save effort when collecting.”
It is worth mentioning that in addition to putting great efforts into improving consumer experience, before the start of 618, Taobao and Tmall launched 31 measures to help merchants in 7 days. Taobao related people said that it is the consensus of the company to invest heavily in helping merchants.
As an important player in the 618 Shopping Festival, Tmall took the lead in “transforming” during the 618 period, which also gave this year’s 618 a different color.
Douyin's "global" network attracts more merchants, and video accounts use the "private domain" to break through in the first battle.
For shopping festivals, Douyin e-commerce is already familiar with the business.With nearly 700 million DAU (daily active users), Douyin proposed to build an "interest e-commerce" last year, relying on content conversion to achieve a gorgeous transformation from a content platform to a delivery platform.
During the 618 period last year, Douyin e-commerce recorded a total live broadcast time of 28.52 million hours. This year, data from the "2022 Douyin 618 Good Things Festival" released by Douyin e-commerce on June 19 showed that from June 1st to June 18th, the total live broadcast time of Douyin e-commerce reached 40.45 million hours, an increase of more than 10% compared with the same period last year. 40%; short videos with shopping carts played 115.1 billion times.
Image source: Picture provided by Douyin e-commerce
Before this shopping festival, Douyin had announced its expansion into a "global interest e-commerce". "Global" means that Douyin is no longer satisfied with the previous form of "finding goods from people", that is, finding a single scenario for consumers to promote consumption. Instead, it has begun to add new "search and purchase" e-commerce scenarios such as shopping malls and searches. This also Make Douyin more "mall-like" and meet the needs of "people looking for goods". The "search" function of
made an amazing contribution during this 618 event. The Douyin Mall scene drove sales to increase by 514% year-on-year, the search scene drove sales to increase by 293% year-on-year, and the number of merchants participating in the event increased by 159% year-on-year.
In addition, Douyin’s e-commerce presence is also expanding, and its live broadcast is also linked to Toutiao. In early June, Toutiao also carried out an overall upgrade of the live broadcast section, and the upgraded live broadcast service "will be provided by Douyin." Users and creators can migrate or integrate the live broadcast rights in Toutiao account to Douyin account according to the rules.
For Douyin e-commerce, this 618 initiative is more like a training ground for its "818 Good Things Festival"; but for WeChat video accounts, this year's 618 is a brand new training ground.
"It's coming, it's coming! The first 618 video account live broadcast is here!" On May 31, the video account's official public account announced that the "618 video account live broadcast good things festival" will officially start at 20:00 on May 31. Lasts until 24:00 on June 18th. During the event, the video account launched a number of traffic subsidy measures for participating merchants such as platform traffic incentives, exclusive red dot recommendations on the discovery page, display of core recommended spots at the main venue, and live broadcast room traffic support, injecting official "living water" into merchants' live broadcasts. In addition to live broadcasts,
's video account also launched short video activities during the event, encouraging merchants and experts to publish short videos to attract users to plant grass in advance and reserve live broadcast rooms.
In fact, before the 618 event, the video account had already conducted many explorations in the live broadcast business. In October 2020, the video account launched the live broadcast function. In November 2021, the video account tested the e-commerce festival activities and launched the "11.11 Live Broadcast Goodies Festival". As
enters the e-commerce battlefield, it can be seen from the data that the video account has considerable business potential. According to data from the Shideng Research Institute, the DAU of WeChat video accounts has reached 500 million in December 2021, a year-on-year increase of 78%. According to data disclosed in the WeChat public class, at the end of 2021, the GMV of video accounts' live broadcasts increased more than 15 times compared with the beginning of the year; the average customer price per customer exceeded 200 yuan, and the overall repurchase rate exceeded 60%.
What is noteworthy is that in the rapidly doubling GMV, private domain accounts for more than 50%. Powerful user-centered private domain traffic is not only a unique weapon for video accounts to enter e-commerce, but also an important factor in attracting major brands to participate in video account e-commerce activities.
As one of the merchants participating in the video number 618 event, Miniso user operations director Wei Xiaoya told the "Daily Economic News" reporter through WeChat during the 618 promotion that the current private domain user experience of Miniso The volume exceeds 14 million, and the number of fans of the video account is close to 300,000.
"Most of them come from our private domain users, so the fans of the video account belong to the top users among the already high-value private domain users." Wei Xiaoya also said that after the traffic stimulation of this 618 event, its public domain users The proportion of domain traffic has been greatly improved.
Logistics companies have launched a "combination punch", and overseas warehouse distribution layout has brought new growth
As a key link that has directly affected the 618 shopping experience for a long time, this year's logistics companies are still working hard.Compared with previous years, the biggest special feature of this year's 618 is that before this round of promotions, some places across the country had just experienced poor delivery of online shopping products caused by the epidemic. Some urban logistics outlets had just resumed work and were facing the "618" mid-year epidemic. Big Exam”. Facing the sudden logistics peak, logistics companies continue to improve delivery quality while pursuing faster delivery.
Based on the special situation of 618 this year, brands will inevitably have concerns: they must not only calculate the pre-sale delivery cycle, but also calculate how to control the return rate, and explore the efficiency of the fulfillment process; in addition to providing product distribution services, logistics companies In addition, more companies have shifted to providing overall logistics solutions to merchants and customers, not only achieving timely response, but also launching integrated "combinations" such as pre-sales, warehousing, settlement, and "sea, land and air linkage".
On 618 this year, Jingdong Logistics "Trinity" supply chain technology has been fully upgraded, achieving an average prediction accuracy rate of over 95% for all links such as warehousing, transportation and distribution, greatly improving operational efficiency, and comprehensively assisting partner companies and related industries to reduce costs and improve industries. efficiency and achieve high-quality growth. Data shows that 94% of districts and counties and 84% of township consumers across the country enjoyed same-day or next-day delivery during the 618 period. Data provided by
Cainiao shows that during this year's 618 promotion, its "pre-sale fast delivery" order volume increased by 110% compared to last year, with the proportion of same-day delivery exceeding 70% and the proportion of next-day delivery reaching 90%. Some merchants have same-day delivery The next-day delivery rate exceeds 98%, covering more than 300 cities.
According to the "Daily Economic News" reporter, SF Express , based on the "extremely efficient front-loading" and "extreme contract fulfillment" service guarantees that have been honed and matured in previous years, has provided "up to warehouse and down transfer" for many cooperative brands. The combination solution of "premium warehouse network" configuration + "extremely efficient service with warehouse distribution" brings products closer to consumers and achieves multi-level and hierarchical fulfillment services.
At the same time, in order to cope with the surge in business volume during peak periods, SF Express plans to add 54 new all-cargo routes from May to June. In terms of land transportation, it has invested in more than 60,000 trunk lines and 270,000 branch lines, and coordinated high-speed rail resources to support the shipment of South China lychees and Shandong cherries. In terms of personnel, for key cities such as Beijing, Shenzhen, and Guangzhou, we will increase temporary front-line collection and delivery while linking with local cities to expand transport capacity support.
Image source: Photo Network-500129670
It is worth mentioning that while domestic logistics operations are booming, the layout of cross-border logistics by e-commerce platforms has also become a new highlight and growth point for 618 this year. During the epidemic, traditional online trade international trade was greatly impacted. Cross-border e-commerce grew against the trend with its unique advantages such as online transactions, becoming an important channel for foreign trade development.
On June 18 this year, JD.com announced the results of its global network plan for the first time. In addition to successively launching self-operated overseas warehouses in the United States, Germany, Netherlands , France, the United Kingdom, Vietnam , the United Arab Emirates, Australia, Malaysia and other places. , JD Logistics’ three-in-one supply chain technology solution is also empowering overseas logistics service providers through ecological cooperation and technology output.
Cainiao International has launched six measures to further ensure the stability of cross-border logistics. It combines digital logistics technology with full-link logistics elements such as first-mile collection, trunk transportation, and terminal distribution to help cross-border merchants prepare for the 618 overseas summer promotion. , to better enable domestic products to go overseas. Liu Xinyang, general manager of
Cainiao International Export Logistics Division, said that the global economic recovery is still relatively fragile and there are many uncertainties. The continued construction of overseas logistics infrastructure can fully ensure the smooth and stable cross-border logistics.
The 19th 618 promotion has come to an end, but the consumer craze it inspired continues, covering brand merchants and logistics employees across the country and overseas. The participants of the big promotion are still fighting on the front line. They support the ardent expectations of more than one billion consumers and guard the fireworks of the world in every city, village and millions of lands.
(Cover picture source: Photo Network-401118931)
Daily Economic News
Daily Economic News
![[On Site] Digital Dunhuang Bringing Chinese Cultural Relics Back to Life - DayDayNews](https://i.ytimg.com/vi/N8t881q8m9E/hq720.jpg?sqp=-oaymwEcCNAFEJQDSFXyq4qpAw4IARUAAIhCGAFwAcABBg==&rs=AOn4CLCvNZ-zas8lKIuoH1M1trD7lrsvAw)
