The 618 style of play has changed, and the atmosphere of the e-commerce platform has become tense

E-commerce newspaper Pro

2024-05-10 11:51Published on the official account of Guangdong E-commerce News

618 is coming, and e-commerce platforms are actively preparing for the war

In your life, have you ever fought for 618?

Speaking of 618, I believe many people will recall those days when they stayed up all night and calculated carefully in order to make up for the full discount. Some people are keen to find a sense of accomplishment in making orders, while others are tired because of it.

However, it is indisputable that 618 is still the second largest e-commerce promotion activity after Double 11, and has long attracted the attention of merchants and users.

In this year's 618 promotion, Ali and JD.com jointly announced the cancellation of the pre-sale model, firing the first shot of the mid-year shopping spree. As soon as the news was released, it immediately aroused enthusiastic responses and likes among the majority of netizens.

Everyone said that there is no need to calculate the price anymore, which is simply great.

It is worth noting that the cancellation of pre-sale is only the first step, and major e-commerce platforms have recently announced detailed promotion rules, and it seems that they intend to make some new tricks in 618 this year.

In terms of Douyin, on May 8, the Douyin Mall 618 Good Things Festival Investment Conference was held, at which Douyin announced the time rhythm and core gameplay of the 618 Good Things Festival, and explained in detail the registration requirements of the event and the rights and interests of the platform

From the perspective of gameplay alone, Douyin's 618 Good Things Festival strategy mainly focuses on three aspects: first, through the dual support of tens of billions of traffic and official subsidies, it will increase low-cost and good things in an all-round way; Second, the multiple gameplay has been newly upgraded, from content to shelves, and the whole field has boosted the sales explosion; Third, the platform product functions are simplified, and the efficiency of the whole link from preparation to management is optimized, bringing a smoother and more convenient shopping experience to merchants and consumers.

For users, Douyin has specially launched two major gameplay methods: official instant discount and one direct drop, which increase the price power of goods by directly giving users instant discounts or direct price drops, and stimulate users to place orders and convert.

For merchants, the Douyin Mall 618 Good Things Festival innovatively launched the "Merchant Task Competition" to encourage all merchants to actively participate and tailor a unique marketing experience for merchants.

Source: Douyin

In terms of Xiaohongshu, the 2024 "618 Promotion Xiaohongshu E-commerce Partner Mobilization Meeting" was held some time ago, announcing that it will launch "three upgrades and 100 million subsidies" to merchants, buyers and users during the 618 period, that is, upgrading support resources, upgrading live broadcast gameplay, upgrading live broadcast products, and providing users with 100 million-level platform subsidies to help users buy more suitable products and help merchants and buyers harvest new growth.

Source: Little Red Book

From the point of view of focus, this year's 618, Xiaohongshu will focus on supporting live broadcasts, especially store broadcasts. For example, through the establishment of multiple mechanisms such as broadcast incentives, GMV transaction incentives, and delivery incentives, we provide corresponding traffic support for merchants at different stages of development.

Jingdong,This year618The big promotion will be fully opened on May 31 at 8 p.m.,In addition to providing all kinds of low-cost spot goods,Jingdong also specially prepared an additional subsidy of 20 yuan per day for users。

Source: Jingdong Blackboard News

At the same time, Jingdong will also simultaneously launch 10 billion subsidy day, 9.9 free shipping day, super live broadcast day, PLUS member day and other theme activities, and provide free door-to-door return, trade-in, delivery and installation, allergy worry-free, do not like to eat package return, 30-day price protection, one-click refund of the difference and a series of services.

In terms of Taobao and Tmall, preparations for the 618 promotion began early. While announcing the cancellation of the pre-sale model, it has launched 88VIP users unlimited return packages, shipping fees, points exchange for cash red envelopes and other rights and interests, making shopping more worry-free.

Source: Taobao

In addition, Tmall 618 further simplifies the registration process for merchants, as long as merchants meet the relevant requirements, they can directly register for products. At the same time, Tmall has also upgraded its price guarantee service to ensure that consumers enjoy a simpler and more transparent shopping experience during the purchase process.

From the perspective of the 618 strategies of major e-commerce platforms, although the specific plans are different, the overall trend is obvious: simplifying various processes and being close to the needs of users and merchants.

Judging from the shift in simplifying the process alone, this year's 618 is called the easiest 618 in history, and it is true.

This year's 618, the e-commerce platform has changed its playing style

As we all know, in the past few years, the complicated rules and gameplay of e-commerce platforms have been criticized by consumers.

"Deposits, final payments, preferential superposition, red envelope subsidies, and giveaways, one set is comparable to doing Olympiad mathematics", "Merchants first raise prices and then reduce prices, and play routines every year", "The time to pay the deposit is set in the early morning, which is quite unfriendly to students and office workers", these voices reflect consumers' dissatisfaction and complaints about .......the promotion activities of e-commerce platforms.

Even if the user is dissatisfied, the merchant is also bitter.

In recent years, due to the increasing frequency of e-commerce "festivals", in addition to the traditional 618, Double 11, Double 12 and other iconic e-commerce festivals, New Year's Festival, Food Festival, Home Improvement Festival, School Season and other emerging promotion activities have also emerged in an endless stream.

As the core participants of these shopping festivals, merchants are often "passively" involved in this fierce competition, and have to carry out price reduction promotions to attract consumers.

However, the rule of "if you don't sign up, the traffic will decline", many merchants feel pressured and have expressed their frustration.

Obviously, from the perspective of merchants and consumers, the big promotion activities of e-commerce platforms have lost their former attractiveness and influence.

Perhaps deeply aware of this, the strategies of major e-commerce platforms in the 618 promotion have changed significantly this year. Giants such as Taobao and JD.com have canceled the pre-sale system and greatly simplified the big promotion process for merchants.

In addition to the big promotion activities, the daily operation of e-commerce platforms also shows a clear trend of simplifying the consumption process.

Taking Taobao as an example, since last year's Double 11, it has continued to upgrade various rights and interests for distinguished 88VIP users, not only adding "shopping cards" and "all-round cards", but also carefully planning the "new three guarantees" rights and interests of e-commerce shopping including daily red envelopes, return shipping packages and after-sales guarantee packages, bringing a more high-quality and convenient shopping experience to high-quality consumers.

Source: Taobao

Thanks to Taobao's efforts, the number of 88VIP users has soared to 32 million, and the per capita consumption has exceeded the 50,000 mark, which can create more than 2 trillion GMV for the platform every year. In contrast, Douyin's GMV in 2023 will just exceed 2.2 trillion yuan.

The reason why Taobao adopts such a strategy is rooted in the increasingly fierce competition of e-commerce platforms. In order to occupy an advantageous position in this competition, returning to users and attracting merchants has become one of the most effective strategic layouts at present.

As a leader in the e-commerce industry, Taobao has set an example, and other e-commerce platforms have followed suit in the 618 promotion, which is not only an inevitable market trend, but also a natural choice for competitive strategies.

The simplest things are often the most powerful. In this year's 618 promotion, this concept may be fully embodied and verified.

Returning to the essence of business is the ultimate goal

Last year 618, e-commerce platforms shouted low price slogans.

At the commodity level, the traffic focus is on low-priced products to attract consumers' attention; At the service level, major platforms regard "price comparison range", "expensive must pay" and "home delivery" as key competitive points to improve user satisfaction.

Jingdong price comparison range Source: Jingmai Merchant Center

In 618 this year, although the major e-commerce platforms focus on simple and direct promotion, the competition between platforms is becoming more and more fierce, and the smell of gunpowder is increasing instead of decreasing.

Judging from the information released so far, major platforms have launched innovative strategies to win the favor of consumers through precision marketing and high-quality services while simplifying the process.

This means that they not only need to maintain price advantages, but also need to make comprehensive efforts in multiple dimensions such as product innovation, marketing strategy and service quality.

This is undoubtedly a comprehensive and severe test of the comprehensive strength of e-commerce platforms.

However, no matter how fierce the competition is, returning to the essence of business is always the ultimate goal of e-commerce platforms. Next, the major players will continue to roll in, focusing on the competition of products and services, as well as the fierce competition between users and merchants.

At that time, 618 will evolve into the main stage for e-commerce platforms to compete for comprehensive strength, and a wonderful e-commerce drama is about to be staged.

Now that the 618 promotion has started in advance, all e-commerce players are in this battle and cannot stay out of it. At this critical juncture, only those platforms that can stand the test will have the potential to win the ultimate victory.

Author | Li Xiang

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