Shuo Yin E-Commerce Ranking List Released In June: 618 Good Material Festival Ignites The Growth Of Many Categories, Insight Into New Trends And Help Brand Fire Open

As one of the most important marketing nodes of the year, this June, Shuo Yin 618 good things Festival led Shuo Yin E-commerce Explosive business growth of multiple category partners.

As of 24:00 on June 18, the total live time of the festival reached 40.45 million hours, with 183 live rooms with a turnover of more than 10 million, and the number of new customers ordered increased by 20% month on month. As global interest online retailers Under the important marketing scene, Shuo Yin 618 good material Festival drives marketing and linkage field with interest content, creating potential energy for multi industry businesses.

With the growth of business, businesses are also keen to capture the consumption trend in the dialogue with consumers, so as to fully meet the demand with new products. For example, the food and beverage industry exports "trend" and "freshness" for consumers; Consumers pay more attention to "science and technology" and "Aesthetics" in their decision-making; Gehujiaqing, fresh garden art side from the experience, update products. Many brands have innovated consumption scenes and created new, high-quality and good products, laying the groundwork for the long-term development in the second half of the year.

On July 10, Shuo Yin e-commerce released the top 10 pop-up items, brands, stores and potential commodities in the top 10 of the 13 core industries of tremon e-commerce, so as to help brands and businesses to bring insight into the future of consumption and plan "next action".

　　01

With the help of 618, these top quality brands have achieved "mental transformation" in the good material Festival

In 2022, many e-commerce companies will focus on the depth of their brands. In the middle of the year, the 618 Festival has become a window for many quality brands to achieve explosive transformation.

In the midsummer, the time for consumers to live at home becomes longer, and the demand of purchasing high-quality products to improve their life "small fortune" is effectively activated. With the strong potential of 618 good material Festival, big brand + high quality new products have become the "key" of brand outbreak.

In the food and beverage industry, Yili, liangpin shop, Yili and other top brands of beverage and leisure snack industry have successively landed on the list of brands and stores. At the same time, we also found that fumanpeng has no sugar jujube pie, liziqi snail powder, small stone big duck wings, and spaghetti, which meet the needs of young consumers with product innovation and become one of the most popular brands in the industry.

(food and beverage industry)

In the course of wine drinking, people's demand for famous wine is still hot. Maotai, Wuliangye, Jiannanchun and other famous liquor brands have been on the list for several months, and they have once again ranked in the top of the list of brands, shops and popular brands. In the parent-child industry, Disney, balabalabala, babutou and other big brands that have been deeply cultivated in the field of children's clothing for many years have also entered the list of brands and stores in June. It can be seen that by making full use of such great promotion potential energy as 618, brand mentality will be effectively transformed into business.

(beverage industry)

(parent child industry)

In summer, it is a season when the demands of the household cleaning industry break out. Combined with seasonal demand and brand mental influence, at gehujiaqing track, we saw that P & G, xinxiangyin, Qingfeng, blue moon and other daily-use brands also entered the list of stores in June. Products such as Bayer cockroach killing gel bait, sea muscle blue Witch Hazel underwear professional detergent, etc. have entered the industry's top selling list because they have insight into the needs of consumers' quality life details. In the home life track, MUJI products landed at the top of the brand list, the brand of soybean single summer was listed in the industry hit list, and the new cool sense silk fitted sheet entered the trend list. The brand reassurance and good use of the product have become the standard for consumers to choose and buy.

(gehujiaqing industry)

(home living industry)

In recent years, the rise of domestic products has become the general trend. In the multi industry list, some emerging domestic brands occupy an important position, and many "shake brands" are coming to harvest.

In the nourishing diet track, the products of Northland and wonderlab have been ranked on the top of the industry brand list and shop list for several consecutive months 3。 In the beauty track, in addition to the traditional big brands such as Hou, pelaia and L'Oreal, we also see the names of emerging brands such as Yameng, runbaiyan and zhuben Qinghuan. They have gradually become brands that can not be ignored by consumers, either to meet the latest needs of young consumers with new technology products, or to meet consumer preferences with new functions. In the field of family cleaning, Kono oil control and dust cleaning and cleaning suit, SPEs wash free fluffy spray, natural clothing fragrance and other domestic product representatives have become popular in the industry.

(nourishing health industry)

(beauty industry)

　　02

Insight into the trend of "house", "travel" and "experience" in summer, and meet the precise new demand with unique products

In June, the demand of tremolo e-commerce consumers rose with the temperature. Whether it is the "house life" in a room or the "travel consumption" still vigorous in summer; Or "experiential consumption" brought about by the further pursuit of higher-level spiritual needs and aesthetic learning needs has emerged new seasonal preferences, and brands and businesses have echoed consumer preferences with new pop-up precision.

In the scorching sun, it is inevitable to stay at home for a long time. Whether it's clothing or food, consumers are eager to find a cool ironing in shuoyin e-commerce. At the food and beverage track, four cats instant coffee, Starbucks' ice cream and chuggy whey protein bar have entered the industry trend list. In the jewelry fashion track, jingweikangye cold brewing fruit tea entered the trend list; In the course of drinking, Tsingtao Beer entered the "drinking moment" and entered the trend list. To some extent, they also point out the business potential behind "summer taste" for the industry.

Open the list of clothing, shoes and bags, new products are popular. We found that this consumer should not only "cool down", but also "move up". Ice healthy body yoga open back stick into the list, or with the "home fitness craze" of the girls. In addition, super thin and cool clothes such as "super thin" and "Jasmine" are favored; Adidas, Feile, Huili, Li Ning and other sports brands have entered the brand list, revealing consumers' desire to go out for sports.

(clothing, shoes and bags industry)

In addition, it is worth noting that men's clothing consumption is "going against the trend" and is becoming a trend: woodpecker, banana, Antarctica, Romon and other brands have successively landed on the trend list with skin friendly men's clothing, waiting for a new round of heat to accelerate business.

With a keen insight into the "house" and "line" of consumers, many brands have launched high-quality products and new products suitable for sale. In the flower and green plant industry, Brassica oleracea, asparagus, bird of Paradise living room green plants and other easy to grow and eye-catching plants have also landed on the top of the pop list because they meet the needs of young people for quality life 10。 In the mobile phone 3C digital industry, in addition to seeing, millet carries the performance "terminator" redmi The K50 series has landed at the top of the list of popular brands and popular models. It has also been noted that some "small digital" suitable for enjoying at home and improving the quality of travel during the journey have entered the trend list, such as the double energy bar, Beisi car aromatherapy, Xiaxin Bluetooth desktop speaker, etc. In the digital world, "hard core technology" is as important as "really easy to use.".

(flower gardening)

(mobile phone 3C digital industry)

Some new products and small high-quality products are also on the list. It seems that meeting the "small" needs can also make a big business. In the jewelry fashion track, we can see that in addition to luxury goods and iPhones, two horsetail hairpin products are also in the top two of the trend list.

(jewelry fashion industry)

In the automobile track, the heat insulation sunshade umbrella and ice gel honeycomb cushion become the favorite in the car, ushering in the peak sales season. In the home life trend list, hongyunduo cup and tree can design orange cat silicone kneading pad. These products with both design sense and applicability are included in the list, pointing out the trend of home industry.

(Automotive Industry)

　　03

Make good use of content power, optimize consumption scenarios through innovation, and let consumers become their own "life experts"

In tremolo e-commerce, content driven sales and long-term dialogue with consumers are becoming the consensus of the whole industry. Today, consumers are demanding more and more content, and brands are offering more creative and transformative marketing methods.

The reason why some brands have successfully entered the list is precisely because they have made a marketing model worthy of reference in June, which satisfies consumers' imagination of a better life in marketing.

"Experience" has become the breaking point of the brand. In the furniture and home decoration industry, Chivas is one of the representatives. Chihuashi is also the first brand in the industry. Behind this, Chivas promoted online and offline "three-dimensional" communication in June to optimize the transformation effect.

Specifically, on the short video side, the official account number of Chivas will make the short video operation daily, continuously output content around the pain points of consumers, show the brand strength, and meet the situational imagination of consumers using goods; In the live room, Chivas creates different home scenes including guests, meals and bedrooms around the main products. Through the "what you see is what you get" experience, the sales volume of the brand in June increased by 299% year-on-year.

(furniture and home decoration industry)

　　

　

Some brands focus on enlarging the "brand volume" and achieving business scale breakthrough. Haier, which ranks first in the brand list of home appliance industry, its marketing action is worthy of reference.

June is the "new" node of many sectors in the household appliance industry; In the home appliance market, consumers also pay more attention to the "tide" function of home appliances. Seize the opportunity of the industry, Haier layout marketing links in advance. Since May 31, Haier, together with Zhejiang satellite TV, has planned a "smart and trendy night", inviting star platforms including Jinjing and other star stations, and conducting simultaneous propaganda and dissemination in tremolo; In addition, Haier has also cooperated with the small group to publicize and distribute the products to cover the home crowd and continuously reach the users. The high potential energy of the platform and the high recognition of stars make the business growth come naturally.

(home appliance industry)

In addition, how to improve the marketing "efficiency" is also the focus of the brand. Vader, one of the most popular brands in the family protection industry, can be called the leader. In June, the sales of the brand increased by 352% year-on-year, and the sales of Weida's soft m-Size paper towel increased by 870% year-on-year.

In June, Weida took advantage of 618 Shuo Yin good material festival to accurately layout the chattering e-commerce fact + global business matrix, deepened the user's mind, and jointly broke out through shop matrix self broadcast + talent live broadcast + short video grass planting.

In terms of brand marketing, the brand-new 2022 communication theme "Vida, the choice of more than 100 million families" was launched. Through the off-line hard broadcasting outside the station and brand advertising in the station, the live broadcasting room was transformed. In terms of precise transformation, bigday, the marketing president of Weida group made his debut in the live broadcasting room of shaking tone e-commerce, which stimulated the sales explosion. The number of accounts increased by nearly 100000 in a single field, and the member purchase system promoted the participation of 30000 store members.

Continue to insight into the list, a trend that can not be ignored is that more and more consumers are willing to become "life experts" to meet the imagination of quality life with better quality and updated functions.

The cross-border field is the world of cosmetics and tonics. With the improvement of consumer cognition, more and more consumers are willing to experience the latest products at relatively high prices. Therefore, mistine, Demetrio and Diqiao, which focus on improving the quality of life of consumers with new technologies, have entered the list.

In the jewelry luxury industry, representative brands of second-hand industries such as Feiyu and panghu continue to be listed on the list, which also shows consumers' pursuit of green and healthy life concept. Fresh fruit track, tianhaizang, Daxidi, haiyanyi and langhaiqing are all brands that are committed to bringing fresh and high-quality products to consumers. In the popular list, shrimp seafood and steaks with relatively high customer price are in the trend of "dominating the list". It has become the "consensus" of some shaking tone e-commerce consumers to buy Western-style healthy and delicious food.

(cross border industry)

　　

　　

(fresh food industry)

　

　　

In the flower horticulture track, a noteworthy example is Nanwu Chunfeng brand's "welcome the flow" with bottles of dried reed home furnishings. Considering the high risk of flower performance in summer, Nanwu spring breeze focuses on high-quality dried flowers and immortality flowers which are safer to implement the contract. "Up against the current" will be the reed with excellent line sense through a special process to make immortal flowers, and then with a very modern style of versatile flower utensils, showing the overall visual sense of advanced design. When the brand introduces the products to users, it integrates the products into the real home environment, shares different home styles and resonates with users, so the sales volume increases steadily.

For businesses, the monthly trend list can help businesses gain insight into user portraits and consumption preferences brand And store timely optimize the operation strategy, fully open the marketing link, help sales growth. For brands, the listing of commodities and brands can bring more exposure to the brand, and at the same time, strengthen the brand mentality among consumers, and finally achieve the goal of double sales from single product explosion to brand sales.

We are looking forward to the chattering e-commerce ranking list to become a guide for businesses to operate better. In this hot July, it will bring high-quality growth of product efficiency integration again.