38 Shopping Festival kicks off the "first battle of e-commerce" in 2023, TVB joins the battle for the first time?

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Chen Hao understands homophonic terriers, "The one I filmed with Minzhi before was about abalone, that is, "Heart Storm", and the role I played in the play was called 'The Little Prince of Abalone'. On the evening of March 7, TVB actor Chen Hao recalled when he was on Taobao live streaming the abalone product "Loose Heart Wind Abalone".

Recently, Hong Kong Television Broadcasts Limited (TVB) entered into a strategic partnership with Taobao to enter the Taobao Live Broadcast Room. TVB will create the first "Hong Kong drama immersive live broadcast" model. Last night was also TVB's first live broadcast after announcing its entry into Taobao Live, with Chen Hao and Chen Minzhi as the first anchors. According to TVB's official data, the cumulative number of viewers of this live broadcast exceeded 3.2 million, and the sales exceeded 23.5 million, ranking second in the real-time ranking of Taobao live broadcast room that night.

As the first shopping festival in 2023, major e-commerce platforms are riveted. Recently, Alibaba's management identified Taobao's five major strategies for this year, namely live streaming, private domain, content, local retail and price power.

Jingdong launched the "10 billion subsidy" at 0:00 on March 6 this year, officially declaring war on Pinduoduo, and Pinduoduo as early as February 28, has opened the 38 major promotion defense war, and directly attacked the hinterland of Jingdong - digital products. According to the consumption trend in the first three days of the promotion, the enthusiasm of female consumers on the platform, especially young girls after 95, to buy digital products such as mobile phones and tablets continued to rise, and the proportion of orders increased to 43%, and it is expected that the peak of the promotion activities on March 7 and 8 will exceed 50%.

As the first e-commerce war of this year and the foundation battle in 2023, e-commerce platforms have their own surprising moves.

The e-commerce platform once again launched a price war, and Pinduoduo became JD.com's biggest rival

Many people have found that this year's March 8 Shopping Festival has changed. Compared with the past "Goddess Day" and "Queen's Day", this year will focus on the keywords to promote consumption, "Taobao New Week", "Jingdong New Department Store 38 Promotion", "Pinduoduo 38 Promotion", "Douyin 38 Good Things Festival" and so on all emphasize consumption attributes.

Therefore, low price has become the keyword of e-commerce platforms. Compared with the complex full reduction mechanism in the past, this year's preferential mechanism is more intuitive.

"Official discount" has become Taobao's new method, and in many product detail pages, the proportion of official reduction is indicated, and most of them are full of 10% or 13%. Taobao has also tested this preferential method in the previous New Year Festival, and compared with making orders, the instant reduction method on the one hand saves consumers the cumbersome process of making up orders and calculating the preferential amount, and also reduces the return rate for merchants.

JD.com launched two major measures in Section 38 this year - tens of billions of subsidies and double compensation for buying expensive.

According to the rules of the double compensation venue, before 8 p.m. on March 3 to 12 p.m. on March 8, after the user purchases a product marked with the logo of the double loss service on JD.com, if the price of the product is found to be higher than the price of the same product on a specific platform on the day of order payment, the user can apply for the expensive double compensation service.

It is worth noting that in the rules, JD.com puts the position of Pinduoduo before Tmall, which also means that Pinduoduo has surpassed Tmall and become JD.com's number one opponent.

The "tens of billions of subsidies" launched by JD.com on March 6 are also "competing products" launched for Pinduoduo. At the JD Retail Commendation Conference on March 7, JD Retail CEO Xin Li also said, "Low prices are the core strategic direction of JD Retail this year, and the tens of billions of subsidies are just the beginning." ”

Pinduoduo, which is regarded as an opponent by JD.com, was the first to start the 38 promotion this year.

On February 28, Pinduoduo launched this year's 38 promotions, in addition to the full reduction of 30 per 200, an additional 388 yuan full reduction consumption coupon package was issued, including three 500-100, one 400-58 and 230-30 consumption coupons. There are 19 venues including a medical venue, a sea shopping venue, and a digital venue.

During the promotion period, dozens of brands such as Winona, Unilever, Hisense, Panasonic, Jiuyang, OPPO, OnePlus, Pathfinder, iQOO, Water Code, Haichang, Calci and so on will also land at the event venue. It is worth noting that digital brands and small household appliance brands account for a large proportion, and these are also JD.com's trump products.

Judging from the consumption trend in the first three days of the promotion, the enthusiasm of female consumers on the platform, especially young girls after 95, to buy digital products such as mobile phones and tablets continued to rise, and the proportion of orders increased to 43%.

Short video platforms such as Douyin and Kuaishou have focused on "shelf e-commerce" and mall building. The "Douyin 38 Good Things Festival", which was launched on March 1, specially launched activities such as 20 yuan off every 150 yuan across stores, consumption coupons, theme lists, etc., and gave hundreds of millions of traffic and platform subsidies to key categories and brand goods that women tend to buy.

Kuaishou also placed more emphasis on the product layering system, and Kuaishou selected 5000+ selected good things, 2000+ quality good things and 10+ ace good things, and matched the official preferred traffic support, big brand supplement targeted subsidies, super brand day and other different levels of resource support. And take out 5 billion traffic and 1 billion consumption coupons to create 1,000 million GMV items.

Judging from the trends of the 38 major platforms this year, after a few years of silence in the consumer market, boosting consumption has now become a common theme, whether it is various subsidies or low-price strategies, it is a good news in the consumer market.

Live streaming vs low-price strategy, who can retain users more?

On the occasion of the first shopping festival of the year, major platforms have also set their strategic direction for 2023.

On the evening of March 6, Zhang Lan, the queen of Douyin goods, opened the first live broadcast in the Taobao live broadcast room, and the original "Ma Liuji" live broadcast room was renamed "Zhang Lanqiao's Life". Taobao data shows that as of 8 o'clock on March 7, the number of viewers in the Taobao live broadcast room of "Zhang Lanqiao Life" exceeded 800,000, and it has become the "first live broadcast hour" of brand fresh food for two consecutive hours. By the end of the live broadcast, the live broadcast had received 3.518 million views and 2.025 million likes.

This is also another phenomenal Douyin platform anchor after Luo Yonghao, "middle-aged and elderly male model" Yun Dad, Yili Xiaoshazi, and Big Mouth Sister.

The next day, TVB also started its first live broadcast in the Taobao live broadcast room "TVB Know the Goods". "Emperor of Sight" Chen Hao and "Boss Hua Dan" Chen Minzhi reproduced the TVB classic drama "Heart Storm" in the live broadcast room, and opened a "Hong Kong drama-style live broadcast" with the "seafood shop" frequented by the characters in the play as the scene.

According to Taobao's official data, the first live broadcast lasted for six hours until midnight on March 8, attracting more than 4.85 million viewers, and Taobao's official data showed that the sales of the whole live broadcast exceeded 23.5 million yuan, and the highest number of online users exceeded 30,000.

The cooperation also directly led to the surge in Hong Kong film and television stocks, and on March 8, TVB's parent company TV Broadcasting rose more than 90% intraday, the largest increase in history. In addition, as of the close, Shaw Brothers Holdings rose by more than 318%, and the Emperor Cultural Industry rose by more than 93%.

It is reported that TVB and Taobao will hold more than 48 e-commerce live broadcasts this year. TVB said, "We hope to use Taobao, the largest digital retail platform in China, to carry out online live broadcasts with TVB's artists, so as to create a more innovative, valuable and entertaining new e-commerce experience for consumers." ”

However, Taobao is not the beginning of Hong Kong star live streaming goods, as early as two or three years ago, in the tide of celebrity live broadcast goods, many Hong Kong stars joined, but limited by the team and language, many Hong Kong stars did not bring goods smoothly, and even repeatedly criticized by users.

TVB Emperor Li Yaoxiang once "broke the film" in the live broadcast, and when he promoted bedding in the live broadcast, he would only say "yes yes, yes, yes, yes, good!" When promoting soybean quilts, when asked by netizens what the raw materials were, he actually asked: "It's the first time I've heard of it, I thought there were soybeans in the quilt!" "I was complained by netizens that I didn't do my homework at all.

Li Guolin, who played Hatomo Chi in "Dragon Babu", was also called the "worst star" by netizens, who began to bring goods in 2021, but the sales of a single live broadcast were once only tens of thousands of yuan, and some netizens estimated that he could not earn 200 yuan in 8 hours of live broadcast.

It can be seen that "memory killing" can not bring direct commercial transformation, and still needs to be further improved in professionalism, and the cooperation between TVB official and Taobao Live is believed to give a lot of support in the selection of products and all links.

Judging from the recent actions of Taobao Live, "live streaming goods" is a very high priority in Taobao, and in fact it is. Recently, Alibaba's management identified Taobao's five major strategies for this year, namely live streaming, private domain, content, local retail and price power.

In addition, Taobao has clearly pointed out that the more important indicator than GMV growth this year is DAU growth. In the fierce e-commerce war, user retention is still the core.

Price power, is also the focus of Jingdong's layout to retain users this year, "tens of billions of subsidies" and "buy expensive double loss" are based on this core, especially more favorable prices, for the sinking market has an absolute attraction.

At the JD Retail Commendation Conference on March 7, Xin Lijun, CEO of JD Retail, proposed the four must-win battles of JD Retail 2023 - sinking market, supply chain middle platform construction, open ecological construction and intra-city business.

Previously, due to the reduction of Jingxi's business, in the must-win battle of JD retail in 2022, the sinking market was once removed, and the importance of the "sinking market" this year was put in the first place.

It is understood that in addition to tens of billions of subsidies, the "Jingdong Second Deal" for benchmarking Juhuasuan and Pinduoduo time-limited second sale will also be revised in late March and officially launched at the end of March.

In 2023, the pattern of various e-commerce platforms will gradually become clear, Taobao will continue to bet on live broadcasting, JD.com will start the sinking market defense war, Pinduoduo's subsidy strategy will continue, and Jingkuai will focus on the layout of shelf e-commerce and shopping malls. And the real "home" of major platforms has also surfaced, in the live broadcast goods competition for a long time, the anchor war is still ongoing, Jingdong and Pinduoduo have begun the price war 2.0 era, who killed the deer is unknown, but for consumers, the rich market ecology brings benefits that are welcome, and users will never stay for just one family.