At the end of the year, people who have been busy for a year began to buy New Year goods, which is a must-have activity for Chinese New Year, and the Taste of the New Year is gradually enriched. With the prosperity of the Internet and online shopping, the position of purchasing New Year goods has gradually shifted from offline to online.
Some netizens joked: "I can carry the 'double 11', may not be able to carry the New Year Festival." Since the concept of "online shopping New Year Goods Festival" was proposed by Ali, JD.com and other e-commerce platforms in 2016, the online New Year Goods Festival has successively exploded with amazing sales power. Especially this year, the new e-commerce vibrato, Kuaishou has been launched in advance, if last year was a preview, then this year will become their official entry into the field of e-commerce first battle.
The 2022 New Year Festival is destined to be fiercely competitive and has evolved into an "offensive and defensive war" between traditional e-commerce and cutting-edge e-commerce.
Get up early: The new forces of e-commerce preemptively attack
Entering the e-commerce to grab the territory, the new e-commerce forces believe that "early birds have worms to eat". Directly advanced the war of the 2022 cargo festival by many days.
On January 1, Douyin e-commerce opened the "Douyin Good Things New Year Festival" activity. The event lasts for 16 days and ends on the 16th. Focusing on the theme of "buying New Year goods in advance and letting love go home first", the New Year Goods Festival invested hundreds of millions of traffic subsidies and prepared multiple red envelope benefits.
Douyin this wave of menacing, there is a vibrato can not lack fast hands, this pair of wrongdoers, war entanglement, from short video has spread to the field of e-commerce. Also on the first day of the new year, the 2022 Kuaishou E-commerce Quality New Year Goods Festival officially opened and will last until January 16.
At the time node, the traditional old e-commerce is more stable, do not rush to run, let the new e-commerce companies fly for a while.
On January 6, Pinduoduo joined hands with more than one million quality merchants and thousands of agricultural and sideline product brands to jointly launch the "New Year Goods Festival". During the period, the whole platform of Pinduoduo will distribute a total of 3 billion yuan of shopping red envelopes to 870 million consumers, and open a 24-hour rapid delivery channel of "good New Year goods do not have to wait".
On January 9, the Tmall New Year Goods Festival officially opened. The opening time of this year's New Year Festival will be brought forward to 8 p.m. Let consumers buy New Year goods without staying up late. In addition, Tmall and Taobao will also organize merchants and logistics enterprises to ensure that they will operate and ship as usual during the New Year, so that consumers can have a lively, affordable and warm Spring Festival.
On the same day, the Jingdong New Year Goods Festival began, and the battle line was extended until February 7. On the 10th, the Jingdong New Year Goods Festival began to kill, the super spike day on the line 50% off explosive products, super tens of billions of subsidies and other benefits, new wave New Year gifts, spike special goods, industrial belts and other characteristic good things, everything can be seconds!
How to play: Veteran e-commerce companies shoot fast and accurately
On the battlefield of this Year's Festival, new and old e-commerce companies each sacrificed their magic weapons, but the opening was a killing move.
Douyin e-commerce has given full play to the advantages of interested e-commerce and created a number of sections, with short videos "planting grass" and topic challenges, to create a New Year atmosphere. At the same time, it also launched an interactive game with a rich flavor of the year, and consumers can divide 1 billion cash or specific store coupons by watching short videos or live broadcasts.
In addition to the anchors from all over the country celebrating the New Year, this year's Kuaishou New Year Goods Festival launched benefits such as New Year gift boxes, Tiger New Year gift boxes, and sky-falling red envelopes in stages. It also tilts the precise traffic support of e-commerce in the live broadcast room, the floor of the main venue of the brand, cash rewards, and the "combination fist" such as the official number of the Kuaishou small shop and the wheat game, enabling the brand and the talent to achieve revenue growth.
And traditional e-commerce, although they can let the new e-commerce fly for a while, but the shot is the king of the explosion, without mercy.
On the basis of the promotion of the whole category, the platform will meet the needs of the festival and focus on quality agricultural goods, unite with the national brand flagship store, tap the characteristic New Year goods and the world's top good products, and tilt the resources such as "ten billion subsidies" and "ten thousand people group".
Pistachios from the United States, cherries from Chile, kiwifruit from New Zealand, peony shrimp from Canada, monarch salmon from New Zealand, Arctic cod from Norway, Ginador oysters from France... Compared with previous years, Pinduoduo Subsidy has prepared more good goods and sharp goods for diners who "gain three pounds every festive season" this year, enriching the New Year's table of consumers.
In addition to covering hometown New Year goods across the country, deep-sea fishing of Canadian Arctic shellfish, Atlantic bread crabs, Erdogua directly harvested white shrimp, Norwegian salmon and other imported fresh will "cross the ocean" to catch the Chinese Year. Imported snacks such as Musang King durian, Chilean cherries and Belgian chocolates directly sourced from Malaysia will also reach Chinese consumers through Tmall.
In terms of traditional advantages, Jingdong continues to launch a second sale, 50% discount, 8888 cash red envelopes, super tens of billions of subsidies, and also launched an exclusive venue for "New Year goods to buy with confidence", free door-to-door withdrawal and 30-day price insurance. In addition, Jingdong also switched to CCTV to become the exclusive interactive partner of the 2022 Spring Festival Gala of the general station, which will bring 1.5 billion red envelopes and good things.
Logistics: Competition intensifies and express delivery companies profiteer
Whether it is double eleven, double twelve, or the New Year festival, it is the top priority of express delivery companies to deploy and grab goods, and the major platforms have the same understanding of this. In order to seize the last wave of large business before the festival, express delivery companies have also officially announced the Spring Festival.
On January 6, the news came from Douyin e-commerce that Jingdong Logistics, SF, Zhongtong and Jitu will serve as special logistics partners of the "Douyin Good Things New Year Festival" to provide full-link logistics performance guarantee for Douyin merchants.
It can be seen that at present, Tmall, JD.com, and Pinduoduo already have relatively clear express delivery partners, but the emerging Douyin and Kuaishou e-commerce platforms are not yet mature, but their development momentum cannot be ignored, and seizing the booth is a must for several head express delivery companies.
On January 6, Jitu Express, Zhongtong and Yunda have signed the "Spring Festival Express Logistics Special Guarantee Agreement" with Pinduoduo. At the same time, China Post, SF, Yuantong and Debon will also provide services during the Spring Festival, and merchants can choose other courier companies that can pick up and deliver goods normally during the Spring Festival.
Mature and perfect logistics make pinduoduo's high-speed channel of "live broadcast + purchase + direct hair from the place of origin" smoother.
On January 10, Ali's Cainiao announced the Spring Festival logistics guarantee measures: During the Spring Festival, Cainiao will rely on self-built and self-operated logistics systems at home and abroad to ensure that Taobao Tmall consumers in 300 cities across the country receive goods as usual. Incentive subsidies of more than 300 million yuan are directly distributed to the rookie front-line industry employees on duty.
At the same time, Chinese New Year's Eve to the seventh day of the first lunar month, the box horse is still not closed, and the Tmall supermarket will be delivered to the door as usual during the Spring Festival.
Not to mention JD.com, its perfect logistics system has been supporting JD.com's policy of "delivery during the Spring Festival" for ten years.
The 2022 goods festival has begun, the new forces of e-commerce are eager to attack the city and divide the soup, the traditional e-commerce tree has roots deep in the city, between attack and defense, the New Year is approaching, and the e-commerce Warring States period has begun.
Upstream journalist Yang Ye intern Zhang Kezin