The New Draught In Jingdong'S "618" War Bulletin: Live And Sunken Market Spate, Leading The Consumption Frenzy

The "618" has changed and the consumption has been stable. ]

After the "post epidemic" period, the first big consumption promotion "618" curtain, the "second billion" and "year-on-year growth of several times" sales data, such as a strong injection of injection into the fragile consumer market, online consumption alone in their efforts to turn the tide - "618" related consumption data year-on-year year-on-year contrarian growth. Does this mean that the consumer economy, which has endured the impact of the epidemic, is ushering in the turning point of the recovery?

The "618" figures were announced, and Jingdong failed to live up to expectations.

According to the sales figures of the "618" Mid Year Shopping Festival published by Jingdong in 2020, from June 1st 0 to June 18th 24, Jingdong's 618 global Mid Year Shopping Festival has reached 269 billion 200 million yuan. On the day of the Jingdong listing ceremony, its "618" data display showed that as at 9:47 on the 18 th, the total amount of orders placed on Jingdong reached 228 billion 488 million yuan, which has exceeded the order of last year's "618" period.

Not only is the data breakthrough again last year, a record high, but also the speed of Jingdong's record breaking last year. From 0 to 18 June 1st, 0 hours, 0 minutes and 17 seconds, the cumulative amount of the Jingdong platform has exceeded the 201 billion 500 million yuan record set in 18 days in 2019, and the record of the previous year in 2019 is at 9:49 a.m. on the 18 day. In advance of nearly 10 hours to achieve annual surpass, behind is the strong growth of Jingdong's "618" and the strong impetus for post consumer recovery.

Behind the figures, not only represents the rapid progress of Jingdong along the track of rapid growth, but also a profile of China's consumer market. "Jingdong this year," 618 "invested resources and all aspects of the dynamics are more than other platforms, from the category is also more abundant, sales show a significant increase in previous years," Pan Helin, executive dean of the Digital Economics Research Institute of Zhongnan University of Economics and Law, pointed out to the twenty-first Century economic report reporter, "this year Jingdong's performance is commendable."

Specifically, what kind of subdivision trend is behind the "618" War newspaper?

Nationwide consumption craze

Judging from the subdivision of the mainstream categories, this year's "618" sales can be seen as hot.

According to Jingdong, 10 minutes before the opening of June 18th, the total turnover of Jingdong supermarkets grew by 500% over the same period last year, and the turnover of over 2000 brands increased by 100% over the previous year. During the "618" period (1 to 17 days) of Jingdong, there were more than 3000 cumulative turnover of single products, and the turnover of 200 commodities was broken by tens of millions.

Besides eating well, consumers want to enjoy a more intelligent life. Just after zero, sales of home appliances on the Jingdong platform broke out. In only 31 seconds, the amount of TV turnover is 100 million yuan; in 2 minutes, the turnover of air conditioning is broken by 500 million yuan; in 3 minutes, the turnover of ice washing category is broken 500 million yuan.

The cosmetic industry seriously affected by the epidemic is also outstanding during the "618" period. After 18 days, the turnover of high-end cosmetic products increased by 3 times in 10 minutes, and the turnover of international cosmetics increased 9 times compared with the same period last year.

On the home front, the opening 10 minutes, home decoration materials sold over 10000 sets of toilet packages; intelligent bathroom category turnover increased by 300%; the first half hours of the whole house custom turnover increased 10 times, the number of custom wardrobe sales increased 12 times.

Besides physical consumption, users also pay more attention to service consumption, especially the consumption of health services. As of 10 a.m. on June 18th, the Jingdong health online inquiry volume increased by 325% over the same period last year. Consumption level medical services are also being chosen by more and more consumers. As of 12 noon, the turnover of medical beauty service increased by 510 times compared with that of the previous day, and the turnover of hair planting increased by 109 times than that of the previous day.

In the Jingdong, the strong electric items are increasingly being extended from "after sales service" to "pre sale and sale service", such as 0 yuan trial, Jingdong supermarket "buy expensive and pay" and "regular purchase", fresh "only pay for no refund", mobile phone to replace the old, instant distribution and so on. The sale of household appliances has increased by 400% over the past half hour after the sale of "618" for half an hour, while the number of commodities supporting 0 yuan trial has also exceeded 10 thousand, and the "regular purchase" product has increased 10 times compared with the same period.

"Jingdong's" 618 "will boost consumption rapidly in the short term. In the long run, '618' will also consolidate the basis of consumption growth from the perspective of consumption capacity and industrial recovery. Zhao Ping, director of the International Trade Research Institute of the China Council for the promotion of trade, said.

Shen Wan Hongyuan research team believes that as the first electricity supplier after the outbreak of the festival, people's attention to "618" has been greatly improved. From the data point of view, the major electronic business platform has achieved a good start in the early stage of "618" activities. Because of the unprecedented preferential treatment of major platforms this year, and a series of "618" related marketing activities will follow, the market demand will be further accelerated during this year's "618" period.

New live broadcast

If subsidies and promotions are the conventional means of "618", then another highlight of this year's "618" is not direct broadcast.

According to Jingdong's earlier introduction, during the "618" period, the live broadcast of Jingdong will bring more than 300 thousand key live broadcast feasts, and invite many superstars to interact with consumers. Many brands will also participate in the "CEO price" to "executive live show" and other columns, and even strawberry music Festival, Cui Jian concert and so on will also be landing live rooms.

In fact, during the "618" period, there were many live broadcast. In June 6th, CCTV "Boys re fit", joined the Beijing TV host Chun Ni, 3 hours with goods broken 1 billion 390 million, create CCTV Boys live record with goods. In June 12th, Jingdong joined hands with Beijing satellite TV to open live special programs in the Summer Palace, and completed the official announcement of two popular hot shows, "I am waiting for you in the Summer Palace," "crossover king", with over 286 million of goods on the way.

At the same time, Jingdong broadcast live entertainment content as an important starting point, such as Zheng Jun hard core concert, strawberry Music Festival and so on, the total number of viewers exceeded 7 million 400 thousand. During the live broadcast of the Strawberry Festival, Jingdong sold 814 tons of liquor products, while bringing entertainment experience to users, it also formed natural products.

The turnover brought by live broadcast can not be underestimated. According to the data provided by Jingdong, the opening day of June 18th was only 2 minutes, and Jingdong's live broadcast would take hundreds of millions of dollars.

The Jingdong's direct broadcast force not only on its own platform, but also with the external platform to form complementary advantages. Jingdong and fast start launched a "double billion subsidy", the electricity giant and the short video giant launched a deep cooperation, the first live goods with special sales amounted to 1 billion 420 million yuan.

It is understood that during the "618" period, Jingdong retail directly to the fast hand shop to provide superior commodities, and the two sides build a quality commodity pool, which is hired by the fast runner. The fast user can directly purchase Jingdong self operated goods in the quick shop, enjoying Jingdong's high quality distribution and after-sale services.

Pan and Lin pointed out that the form of live broadcast can stimulate users' desire to shop, which is easier to convey the content and information of goods than traditional online sales mode, and has a positive effect on boosting consumption.

"Live broadcast has certain social attributes, and also has good product publicity function." when commenting on the boom of live TV business this year, Qiu Qiong, vice president of the China International Electronic Commerce Center Research Institute, told the twenty-first Century economic news reporter, "during the process of live broadcasting with goods, it is easy for consumers to interact with consumers, and it is easier to copy offline scenes to online. The growth potential. "

Sinking market force

In the whole consumer retail market, the sinking market is never to be underestimated.

According to the Mob Research Institute released in February this year, the 2019 electricity supplier "sinking market" Research Report shows that as of November 2019, the mobile e-commerce users active scale reached about 670 million magnitude, the sinking market electricity users scale maintained at 300 million, accounting for a gradual increase.

During this year's "618" period, users in the sinking market once again showed their spending power. Liu Hui, chief data officer of Jingdong big data research institute, said that on the day of Jingdong's "618" this year, 71% new users came from the sinking market, and women accounted for 55.18%.

As a social networking platform for Jingdong to specialize in the sinking market, Beijing Xi APP and its small programs have been formally launched since last October. This year, "618" is the first big promotion in the past year. Despite the harsh experience, Jingxi gave up a good transcript.

Data show that in June 1st -17 days, the average daily order volume of Jing Xi was more than 7 million. The average daily users of Jingxi APP exceeded 2 times the growth rate. 5 of the products were sold through APP, and Beijing Xi APP increased by nearly 6 times. Nearly 100 C2M were launched on the "618" period, and the average daily sales volume was 4 times the sales volume of similar products.

Prior to receiving media coverage including the twenty-first Century economic report, Han Rui, vice president of Jingdong group and head of Jingdong retail group platform business center, pointed out that Jing Xi's development has been very rapid in the past six months and has reached the purpose of driving the sinking market. "In the past two quarters of the earnings report, a large part of the user growth comes from three to six line users. The strategic settlement of the sinking will be further effective in the next few quarters."

"The sinking market is indeed an important growth point of consumption." Pan and Lin pointed out that in view of the relatively high penetration of electricity providers in the second tier cities, the demand for online shopping is also somewhat saturated, so the potential of the sinking market is undoubtedly more worthy of further exploration.

Qiu Qiong said that although the e-commerce platform has been testing the market in recent years, the consumer market of the latter has not been fully developed. This year, with the rise of live goods, the sinking market is expected to form a considerable consumption outlet.

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