2022 is coming to an end, and the last major promotion of this year - New Year's Goods Festival is coming to the finale. JD.com , Taobao, Douyin , Kuaishou and other e-commerce platforms have begun to go all out.
On December 19th, the Douyin Good Things New Year Goods Festival Investment Promotion Conference was officially held. In this New Year Goods Festival, diverse gameplay will be carried out around the three fields of shelf store, content store, finance and Qianchuan, and will be upgraded again. Among them, cross-store discounts, consumer coupons, and value-for-money purchases are the core gameplay of the shelf scene during this New Year Festival.
On December 19, Kuaishou E-commerce New Year Shopping Festival opened. The Kuaishou E-commerce New Year Shopping Festival is held from December 5 to January 2, and the investment registration period is from December 5 to December 30. The whole process is divided into four themes: "Authentic New Year Taste", "Authentic New Year Customs", "Authentic New Year Outfits", and "Authentic New Year Gifts". Kuaishou e-commerce announced that it will provide 6.6 billion traffic and 1 billion red envelopes during the New Year’s Day to help merchants grow their business during the New Year’s Day. For users, the Kuaishou New Year Goods Festival will be divided into three stages, namely the Daren Fans Special from December 19 to December 23, the Daren New Year Goods Special from December 24 to December 29, and the New Year’s Eve Carnival from December 30 to January 8.
On December 21, JD.com announced the relevant rules for the 2023 JD New Year Festival promotion of . It is reported that the JD New Year Goods Festival will last from December 26 to January 28, 2023. Among them, December 26 to 29 is the warm-up period; December 29 to January 1, 2023 is the Laba New Year period; January 2 to January 12 is the scene period of the New Year Festival, January 13, 14, and 15 are the small New Year period; January 16 to January 28 is the Spring Festival and delivery period.
This year’s JD New Year Goods Festival mainly includes four core scenes: New Year Renewal, Affordable New Year, Taste of Hometown, and New Year’s Gifts at Home. Big promotions include cross-store discounts and limited-time red envelopes. Among them, cross-store discounts will launch a two-level promotion this year, which is divided into 40 yuan off for every 300 yuan spent and 60 yuan off for every 1,000 yuan spent. The limited-time red envelope rain will be distributed during the traffic and sales peak hours during the key periods of the JD New Year Goods Festival. Merchants who sign up can gain traffic exposure during prime time and the ability to issue store coupons.
html On December 26, Pinduoduo 2023 New Year’s Festival was officially launched. During this period, the platform will unite thousands of landmark production areas in various provinces and cities across the country, select millions of high-quality merchants, and protect "duoduo good new year products" from the source of supply. Pinduoduo will make every effort to stimulate and match the new consumption wave during the Spring Festival, promote major origins to seize the peak sales season of New Year goods, open up the national market, and drive farmers to increase their income.
The 2023 Taobao New Year Shopping Festival has canceled the "cross-store full discount" method and enabled a new preferential method "official instant discount". For merchants, to achieve full cross-store discounts, all products in the store must be included in the preferential mechanism together, while for official instant discounts, you can sign up for some products to participate independently. Taobao Tmall’s New Year Goods Festival activities include three stages: the first is the warm-up period (0:00 on December 27, 2022 to 20:00 on January 29, 2022); the second is the official period of the event (from 20:00 on December 29, 2022 to 24:00 on January 4, 2023); the third is the non-stop shopping for New Year goods (0:00 on January 5, 2023 to 24:00 on January 10, 2023).
Opinion 1: The e-commerce New Year’s Goods Festival has penetrated into people’s lives.
Senior analyst at the Internet Economics’ E-Commerce Research Center, Mo Daiqing said that while Taobao, JD.com, Pinduoduo, Douyin, Kuaishou, etc. are promoting the New Year’s Goods Festival, they also want people to enjoy the taste of the Spring Festival. This year we have seen that even the popular 618, Double 11 and other major promotions are relatively low-key, and Double 12 has become "tasteless". As the annual New Year's Eve Festival, e-commerce companies want to capture consumers' psychology and earn a wave of bonus . Due to the influence of the general environment, consumers will be more sensitive to prices and will be quite rational in their shopping choices. However, the New Year Festival has penetrated into people's lives through e-commerce. Without it, it seems that the New Year flavor will be missing.
View 2: The New Year’s Goods Festival has become an important channel for people to stock up on various anti-epidemic materials.
Mo Daiqing said that this New Year’s Goods Festival coincides with the release of the epidemic, so it has become an important channel for people to stock up on various anti-epidemic materials.Antipyretics, cold medicines, masks, disinfectants, antigens , isolation clothing, nasal aspirators, etc. on various platforms such as JD.com, Pinduoduo, and Tmall are frequently sold out. Compared with the intensive buying of dry goods, food, drinks, etc. in previous years, this year's epidemic prevention materials have become hot commodities.
Opinion 2: The E-commerce New Year’s Goods Festival is related to restoring consumer confidence and expanding effective demand.
Chen Hudong, a special researcher at the E-Commerce Research Center of NetEase, said that the 2023 E-commerce New Year’s Goods Festival is basically related to restoring consumer confidence and expanding effective demand. This should also be the main tone of the E-commerce Festival for a long time to come. Under the influence of the epidemic, it is reasonable for e-commerce and merchants to attach great importance to the New Year Festival. After all, the general trend of sluggish consumption may not change in the short term. However, the current sluggish consumption in the post-epidemic era will naturally have a great impact on similar festivals such as the New Year's Day. The boost in consumer confidence, especially in recent years, may not necessarily have much to do with major promotions and discounts. For example, this year's Double 12 basically did not show any big waves. Reshaping the consumer market and rebuilding confidence is actually more important than gold now, but it takes time and opportunity.
View 3: Traditional e-commerce companies such as Tmall and JD.com meet the challenge
In Mo Daiqing’s view, for traditional e-commerce companies such as Tmall, JD.com and Pinduoduo, the challenges of hosting New Year’s Day festivals continue to increase. Since this year’s Double Eleven, live broadcast e-commerce companies such as DouKuai have become the main force, launching an impact on traditional e-commerce. The same is true for this New Year Festival. Douyin, Kuaishou and others have increased their investment and seem to be playing the leading role. It is not difficult to see that the participation of live broadcast e-commerce in such e-commerce promotions will become higher and higher in the future, and their competitiveness against traditional e-commerce will be strengthened. Of course, cooperation between each other will also increase in the future, thereby achieving a win-win situation.
Opinion 3: The so-called festivals represented by the New Year Shopping Festival may be destined to be relatively deserted.
Chen Hudong said that this year’s e-commerce festival may be a relatively deserted “festival” among previous e-commerce festivals. As for the challenges, they should also be related to the impact of sluggish consumption. It cannot be ruled out that many businesses have encountered operating difficulties due to the impact of the epidemic. Under the influence of the epidemic, the chain impact on the market may not change due to the New Year Festival. Whether it is the New Year Festival or various Spring Festival activities, it will take time for the market to recover, and it will also take time to boost consumer confidence. Therefore, at least from the current situation, this year's so-called festivals represented by the New Year Festival are destined to be relatively deserted. Of course, this does not necessarily mean that subsequent so-called festivals will be better than the current ones.
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