Electronic Business Platform Decisive Battle 618, Jingdong, Ali, Suning Which Family Is Popular?

If double 11 is the time limit for the second half of the electricity supplier industry, then the 618 of the first half is also valued by the electronic commerce industry.

In June, Jingdong, Ali and Suning focused on the "6.18" business promotion as scheduled, and the 618 shopping Carnival began.

In the past 618, the electricity supplier was greatly promoted, which was limited to the 618 day. It received the attention of the electricity supplier to marketing, and expanded to 20 days in recent years.

It started in June 1st, peaked in June 18th and ended in June 20th.

The major players began to warm up in the first half of June 1st, announces their own play, and promotes the online promotion page at the prominent position of the platform PC and the mobile phone.

Tmall platform data show that the first 618 hours to promote the start, apple, the United States, Nike, AUX, Haier, L'OREAL, Lancome, Lancome and millet brand pactions billion.

Among them, Apple brand 2 minutes and 45 seconds traded billions of dollars, the United States and Nike 4 minutes turnover of billions of dollars, millet 59 minutes turnover of billions of dollars.

From another point of view, many important categories have gained explosive growth. Compared to 618 in 2018, today's turnover exceeds the full day in June 18th last year.

Compared with Tmall, Jingdong is not resigned to weakness.

Jingdong sold more than 17 million items from the first hour platform at 618 zero, an increase of 83% over the same period.

Press single volume statistics, mobile phones, air conditioners, flat-panel TVs occupy the top three of the category list.

Among them, household appliances category is still the first choice for users, with a turnover of 3 minutes and 47 seconds exceeding 800 million yuan, of which the 15 seconds turnover of air conditioning category has exceeded 100 million yuan.

In the first 3 minutes, Jingdong sold more than 50 thousand mobile phones. Within 1 hours, the turnover of OPPO and vivo exceeded 6 times in the same period last year. PC computers sold more than 50 thousand units in 5 minutes, and sales increased by 93% in 1 hours.

Suning opened an hour, and over 10 brands sold billions of dollars.

Suning.com President Hou Enlong released data, Suning 618 opened an hour, Super 10 brand sales instantly broke 100 million.

Home appliances 3C has the largest contribution and home court advantage.

Fast drying category, the new net red product Uzbekistan car, 5 hours a hour.

After dawn, more than 12000 stores under the line will usher in another wave of consumption.

Suning Wukong list shows that as at 12 noon on June 1st, the top three brands of self channel sales are AUX, Midea and GREE.

Starting from 0 in June 1st, the United States ranked first in the whole channel of Suning self operated channel and the first place in the sales channel of self operated line, followed by AUX and GREE.

According to Suning Wukong billboard data, AUX, Midea and GREE ranked the top ten under the Suning line brand sales list.

As consumers' shopping habits become more rational, the electricity supplier's festival is becoming colder, which makes them think of patterns to attract users.

Unlike previous 618 strategies, this year's electronic business platform enlargement.

Tmall will position 618 this year as "new retail party".

From June 1st to 20, online Tmall, offline Yintai, box horse, big run fat and word of mouth will synergetic synergy and become a concentrated release and comprehensive display of new retail business strength.

In order to help brands grasp the new trend and new demand of consumption, Tmall also put forward the new consumption strategy that takes the country as the tide, plays the blood, the beauty is not big, alone and not alone, the age is free, and the color is the ten major themes.

Alibaba has revealed that in 2018, the average number of brands participating in Juhuasuan was 80% from new customers, of which nearly half of new customers came from the sinking market.

In March this year, Alibaba announced that Taobao and Tmall would be the marketing platform based on Juhuasuan.

This means that the new Juhuasuan assumes the efficient marketing mission of the whole Taobao Tmall system.

Ali "Renaissance" Juhuasuan is intended to fully reboot the brand.

The efficient marketing platform can serve different types of merchants, including Tmall brand and Taobao merchants, and provide more targeted diversification needs for consumers, especially the sinking market users.

From the current point of view, Juhuasuan is the best platform for touch up market, reflecting the strong ability of Juhuasuan to help brand businesses reach new customers.

It is worth mentioning that this year's Tmall 618, Alibaba has made the largest investment in history, and also brought the greatest benefits to consumers in history.

In order to create a real "double 11" in the first half of the year, Tmall 618's discount will be fully matched to the double 11. Almost all of the 11 most sincere strategies have been moved.

Tmall sends cash red packets every morning, giving 100 million yuan a day.

After that, there was a nationwide "cat cat" campaign, which was divided into 300 million cash envelopes.

Search star secret can also grab 10 million red packets.

There are 30 million red envelopes in the rain.

Finally, in June 18th, it broke hundreds of big explosions, partitioned a lot of red packets at night, and returned cash red packets after chopping hands.

In addition, the main venue is "ten thousand coupons" every day, the total amount of the voucher is over ten billion, and the core categories such as household appliances, digital, jewelry, mother and infant break the entire network price.

Unlike Tmall, Jingdong has chosen win-win cooperation and small city layout.

Jingdong: joint WeChat to create a new platform, layout three to six lines of urban users

At present, Jingdong retail is implementing a comprehensive open strategy, and will continue to strengthen the trust advantage of the platform, a comprehensive open strategy and a full channel business layout.

Work together with partners to build a symbiotic and win-win retail environment.

Han Rui, vice president of Jingdong group and head of Jingdong retail group platform business center, said in a previous interview that Jingdong 618 has also covered three or four lines of urban subsidence market, except for a second tier city.

At the same time, this year's Jingdong 618 will launch a "LBS City relay race" campaign covering more than 360 cities in China.

It is understood that Jingdong has been carrying out a new business based on social gameplay in the past few years. It is the first day of the 618 warm-up period of Jingdong, which is the "buy and sell day". It shows that Jingdong has the ambition to sink the market through several main battlefields.

Suning, which is similar to Jingdong, has also laid out the way to play online and offline.

As the layout of Suning line is maturing, the advantages of all channels and full scenes can be brought into full play. 618 is no longer a single online promotion.

Under the joint line, Suning officially renamed the 37 Wanda Department store as suning.com Plaza.

Based on its own business foundation, integrating its own superior resources in two line channels, Suning has fully developed its offline business format, and has arranged 5000 suning.com County stores to let good products sink to towns and townships, and the service commitments have been reduced to over 1000 county-level service stations.

Combined with the original suppliers to complete the pformation and integration of the formats, realize the innovation of the mode, and create a smart retail plaza with food, drink and entertainment.

Suning also revised and upgraded App.

Combined with personalized recommendation, optimization algorithm design and implementation, the APP can be automatically revised after the precise push is completed. According to the consumer's age, purchasing power and actual demand, the product is automatically recommended to the front page, and the original "people looking for goods" becomes "goods to people".

Suning also has subsidized benefits.

At the "618" mid year promotion conference, we introduced the benefits of replacing the old with the old plus the 1 billion subsidy.

Achieve all-round layout.

In the era of the gradual disappearance of the traffic dividend, the electricity supplier 618 reflects the competition of the major platforms in terms of opening capacity.

Whether it is the overall expansion of the category line, or the retail of the whole scene, or the flagship market and the upgrading of services, it is only in the multidimensional user satisfaction point that we have the chance to win the battle.