618 JD Ali completely canceled the pre-sale

E-commerce newspaper Pro

2024-04-28 15:09Posted on the official account of Guangdong E-commerce News

This year, 618 Taobao and JD.com canceled pre-sales

618 has officially become a big promotion festival in the e-commerce industry for nearly 11 years.

No, before entering May, major e-commerce platforms began to prepare for the upcoming 618, presumably this year is another bloody battle.

The latest news shows that during the 618 period in 2024, Taobao and Jingdong will cancel the pre-sale mechanism.

A Taobao investment document shows that the marketing rhythm of Taobao 618 will be more advanced. Specifically, from late April to early May is the "front station", storing water and building momentum; in mid-to-late May, the first wave of 618 will be recalled; from 8 p.m. on May 31 to June 20, it will be the second wave of 618, achieving a full outbreak; combined with a number of daily promotional activities, the full cycle can last nearly two months.

Source: Fast Technology

Jingdong 618 will be opened at 8 p.m. on May 31, directly "off to a good start", spot sales, and then enter the special period, climax period and return period in turn.

This is a good thing for consumers, and the cancellation of pre-sales means that consumers can buy spot goods directly, and no longer need to wait for express delivery, improving the shopping experience.

Normally, the pre-sale mechanism can help merchants reduce inventory risk, but after canceling the pre-sale, merchants need to forecast demand more accurately to avoid overstocking or stockouts.

But this is also a great test of the platform's logistics capabilities, after all, the order volume during the promotion period is very huge. This can also be seen that the competition between e-commerce platforms is becoming more and more fierce.

This year's takeover of 618 is still Jingdong Group CEO Xu Ran, the second year of her tenure as CEO, this is also her World War II 618, and after gaining experience, she also began to be handy. JD.com held a 2024 618 Merchant Ecological Partner Conference as early as April 18.

Xu Ran announced at the Jingdong 618 Merchant Ecological Partner Conference that this year's 618, Jingdong will invest the greatest resources to upgrade in the three core areas of traffic ecology, AI technology and service capabilities, and through a series of support measures, to achieve the goal of more than 150,000 small and medium-sized merchants in Jingdong 618 sales growth of more than 50% year-on-year, and at the same time let the number of merchants with sales of more than one million increase by more than 100% year-on-year, and make every effort to let all partners win in Jingdong 618 and win in Jingdong.

It is worth noting that this year's 618 promotion is another year for the platform to fight for low price, service and quality.

In terms of JD.com, 618 this year, the traffic of JD.com's platform will continue to tilt towards low-priced goods. JD.com has added a new way to play the "lowest price in half a year" in the 618 promotion. If the merchant successfully registers for 618, and the price of the product during the 618 period is lower than the price received in the past 180 days, the merchant can automatically participate in the game.

For the products participating in the "Lowest Price in Half a Year" activity, JD will display exclusive logos for them in search, recommendation and other fields, and set up separate search and filter labels. JD.com will also carry out full-cycle first-screen exposure at the main venue of the big promotion, as well as set up a separate 618 exclusive venue.

It is revealed that in 618 in 2024, Taobao still pursues the creation of "extreme price mentality", and hopes to seize the user's wallet share as much as possible. In addition to "exchanging price for volume" in super single products and main styles, tens of billions of subsidies and Taobao live broadcast are also key fields of low prices.

Taobao launched the "10 Billion Spike Festival" from April 23rd to 28th, announcing that it would give a 7% discount on the basis of the low price on the whole network. It can also be seen that Taobao is building momentum for 618's low-price activities.

Although the 10 billion spike festival event only lasted for 5 days, the editor-in-chief observed that the event entrance occupied the largest position on Taobao's first screen, alongside the two daily columns of "Follow" and "Recommendation". You must know that when Taobao promoted the live broadcast before, it also put the live broadcast entrance in this important position.

Source: Taobao APP

Last year, Taobao's 10 billion subsidy shouted the slogan "Buy expensive must pay", Jingdong 10 billion subsidy "Buy expensive double compensation", and Pinduoduo chose to "super supplement" for home appliances.

In the stock era, e-commerce giants have started low-price competitions in order to grab consumers. After all, in the eyes of users, the core value of e-commerce platforms is nothing more than providing cost-effective goods and better service experience.

When choosing a shopping platform, users often consider the price and quality of the goods, and want to get good after-sales service, which is also a key element of competition.

Of course, since the wind of AI has blown, e-commerce giants have begun to compete with AI in the user war. For example, this year, JD 618 will deeply integrate technological innovations such as large models and AIGC into the whole link of merchant operation to help merchants achieve a significant reduction in costs and an exponential increase in efficiency.

Recently, Liu Qiangdong, CEO of JD.com, also personally brought goods in the live broadcast room as a digital person, and sold 50 million in a live broadcast. In addition, JD Cloud Yanxi Digital Human can also apply for a free trial for 30 days during the 618 period.

Nowadays, the AI of e-commerce platforms is becoming more and more mature, and it will be interesting to see which platform will take the lead in winning users and merchants in the AI track this year.

The 618 e-commerce platform also has to spell content

According to the Research Report on the Development of Online Audiovisual in China (2024), 71.2% of the surveyed users make online purchases because of watching short videos and live broadcasts, and more than 40% of Internet users believe that short videos and live broadcasts are their main consumption channels, and content consumption is becoming a key track for major platforms to compete for.

In addition to Jingdong and Taobao, content platforms have also begun to plan 618. For example, on the occasion of this year's 618 promotion, Station B announced that it would further deepen the "big open loop" strategy, and in addition to continuing to strengthen cooperation with Ali and JD.com, it will also open up the open loop with Pinduoduo and Vipshop.

At the same time, Bilibili will also carry out a comprehensive upgrade around the three dimensions of product tools, traffic support, and new customer incentives.

But this is also a routine operation, and station B will direct traffic to the e-commerce platform before each big promotion, which can not only create an e-commerce consumption atmosphere, but also speed up commercialization. For example, in 2023, the GMV of merchants bringing goods on station B will increase by 260% year-on-year, and station B will still be an incremental blue ocean for e-commerce.

Content platforms such as Bilibili, Douyin, Kuaishou and Xiaohongshu have entered the e-commerce field, and the quality and monetization efficiency of content have also become an important factor for platforms to compete for users and merchants.

This year, e-commerce platforms have also increased their support for content to grab traffic from platforms such as short videos.

The 2024 Taobao Content E-commerce Festival announced that it will increase investment in content e-commerce with 10 billion new cash and 100 billion traffic this year, and share the new dividends of doubling growth with ecological partners such as anchors, talents, institutions, brands, and merchants.

Source: Taobao Live

This year, Taobao's requirements for content are also quite high. This year's Taobao goal is: a year-on-year increase of 100% in user scale, a 100% year-on-year increase in monthly transactions of more than one million anchors, and a year-on-year increase of 80% in GMV.

According to the data, in 2023, the scale of Taobao content consumption users will increase by 44% year-on-year, with 12,000 live broadcast rooms with monthly transactions exceeding one million, 8.63 million new content creators, and 770,000 new broadcast accounts.

Even JD.com is making great strides towards content. In April this year, JD.com announced that it would invest 1 billion yuan in cash and 1 billion yuan in traffic as rewards to attract more original creators and high-quality content institutions to settle in, bring users a better consumer experience with high-quality content, and help brand merchants find new growth points.

The relevant person in charge of JD's content ecology said that excellent video creators are an important force to promote the prosperity of the content ecology. In order to recruit more outstanding talents and institutions to settle in, JD.com has set aside one billion yuan in cash and one billion yuan in traffic as rewards to stimulate their creative enthusiasm and produce more professional and interesting content.

In addition, Pinduoduo, Taobao, Jingdong and other popular short dramas this year also have layouts to further improve the content ecology of the platform and find new content growth points.

What is the 618 competitive landscape

At present, consumers' desire to celebrate the festival is slowly fading, and many consumers are discouraged by the complicated calculation of preferential rules such as deposits, final payments, cross-store full reductions, and coupons during the shopping festival.

In addition, 618 is a big test for e-commerce platforms, and it also needs to be upgraded in logistics, after-sales and other service systems.

In addition, in terms of anchors, it was rumored at the beginning of this year that the top anchors who wanted to reduce the number of goods brought are likely to be "resurrected" during the big promotion.

For example, according to the Three Sheep Network, Brother Xiao Yang will return to the live broadcast room on April 27, after Brother Xiao Yang was busy preparing for the music festival and short plays.

Source: Weibo

In addition, after Simba, a big anchor who recently had a conflict with Kuaishou, was blocked, the live broadcast permission of the account will also be unblocked on May 20, 2024.

At present, the structure of major e-commerce platforms is gradually homogeneous, especially Douyin, which has the characteristics of "global interest e-commerce", has become more and more similar to Taobao.

This year, Douyin also launched the "Douyin Mall Edition" APP, focusing on "value-for-money and worry-free selection", which is the first time that Douyin e-commerce has launched a comprehensive independent e-commerce platform in addition to the Douyin APP.

At present, it has been launched on Xiaomi, Huawei, OPPO, vivo App Store, as well as App Treasure and other platforms, and Apple App Store is not yet available.

The products in the Douyin Mall version of the APP come from the Douyin store, and the shopping process of the products is not much different from that in the Douyin APP Mall.

Qimai data shows that as of March 26, the Douyin mall version of the APP has been downloaded more than 100 million times in the app stores of Huawei and OPPO, and the total number of Android system downloads has exceeded 400 million times.

In general, this year's 618 is still worth looking forward to, and the good show is still to come.

Author | Li Ying

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