Liu Qiangdong was in a hurry, and 618 smashed another 10 billion
E-commerce newspaper Pro
2024-06-18 11:25Posted on the official account of Guangdong E-commerce News
Jingdong is generous, and the 10 billion subsidy will be added
In the last two days of 618, JD.com came again with good news.
According to the official release of JD.com, this year's 618 starts at 8 pm on June 17th, JD.com announced that it will add more than 10 billion yuan to subsidize users, and at the same time launch a "super surprise red envelope", with a red envelope amount as high as 3800 yuan.
Source: Jingdong Blackboard News
At 8 o'clock in the evening of June 17th, Jingdong also cooperated with Hunan Satellite TV and Mango TV to hold "Jingdong 618 Happy Night", which will be broadcast live on Hunan Satellite TV, Mango TV, and Jingdong app.
Source: Jingdong Blackboard News
While watching the stage performance, the audience can also open the Jingdong APP to participate in the lucky draw. The prizes include 10 million physical gifts and 1 billion red envelopes, including 21 ZEEKR X artist co-branded cars, Altay villas, etc., which can be described as attractive.
In addition, this year's 618 is also JD.com's 21st anniversary. Jingdong as the proposer of the 618 promotion activity,Jingdong 618 will also launch"Birthday gift" activity,Users who have birthdays in June place orders on the same day,And use JD to pay,You can enjoy random free orders,The amount of free orders is up to 50,000 yuan。
Source: Jingdong Blackboard News
This wave of benefits, it can be seen that Jingdong has made great efforts in the last two days of 618. In order to attract more users to place orders and help JD.com grab a higher market share in this 618 promotion.
This year's 618 is not the same as the 618 because the pre-sale was canceled. Pre-sale has been a big gimmick of 618 for so many years, and without this gimmick, platforms would have to adjust 618's activity strategy and come up with new activities to attract users.
Price power has become the choice of various e-commerce platforms, and Jingdong 618 has also played the slogan of "good and cheap", and has adopted a variety of strategies.
It's just that while various activities in the 618 promotion have been well received by users, JD.com has also caused some controversy because of the low price.
Seeking stability in the midst of controversy, promotions are frequent
As one of the three major e-commerce platforms in China, JD.com has attracted much attention in 618 every year.
It's just that the former JD.com is competing with Ali for the position of boss. Now JD.com can only watch Ali and Pinduoduo compete for the position of boss.
Jingdong, as the first batch of e-commerce platforms, saw Pinduoduo come from behind, and it was inevitable that there would be some unwillingness in my heart. In May, Pinduoduo's market capitalization once again surpassed that of Alibaba, and its market capitalization was even several times that of JD.com.
In the face of such a situation, how could Jingdong not be in a hurry, and how could Liu Qiangdong not be in a hurry. Therefore, this year's 618 Jingdong also wants to do its best to prove its strength and compete for more users and orders.
According to the news released by JD.com,This year's JD.com618 officially started at 8 pm on May 31,There are four activities:10 billion subsidy day,9.9Free shipping day,Super live broadcast day,PLUS member day,It's still worth looking forward to。
Source: Jingdong Blackboard News
Tmall is one step ahead of JD.com, starting the first wave of sales at 8 p.m. on May 20. When Tmall was on sale, Jingdong had not officially joined the battlefield, and it was poured cold water on negative news.
On May 20, JD.com was boycotted by 56 publishers. On behalf of 46 publishers in Shanghai, the Shanghai Publishing House Management Association issued a "Joint Statement Notification Letter", indicating that it would withdraw from JD.com's 618 promotional activities.
In the 618 promotional program, Jingdong requires the publisher to participate in the quotation policy of 2-3% off all kinds of books, covering 8 days of promotion from May 19 to June 20.
The publisher believes that JD.com's discount is too hard and has touched the break-even line of the publisher, which is unfair to the publisher, and even believes that JD.com's approach has disrupted the market.
Jingdong's response is to expand sales in order to make small profits but quick turnover, such a low price, of course, is happy for consumers, but it has caused dissatisfaction among merchants.
The contradictions between JD and the publishing house have not subsided, and there are problems within JD.com. Jingdong was exposed to strict attendance, which set off waves in the hearts of workers.
Subsequently, Liu Qiangdong responded directly: It's not my brother who has bad performance and doesn't work hard. Liu Qiangdong's redefinition of his brother has plunged JD.com into a whirlpool of negative public opinion.
In the face of such a situation, the pressure on JD.com in this year's 618 promotion has undoubtedly increased. But fortunately, JD.com withstood the pressure and played tricks in terms of low prices and live broadcasts, and still attracted a large number of users.
Jingdong takes the low-price strategy as its own powerful weapon, and in this regard, it has also launched various promotional activities, so that users have to be excited, have to place orders, and leave orders on Jingdong.
The low-price strategy is not only reflected in the price of goods, but also in the subsidies of the platform. In JD.com's 10 billion subsidy area, Huawei, Lego, Kérastase and many other big brands are 5% off, and the whole site is up to 12 interest-free periods, making the big brands more affordable to the people.
Users can also receive money while spending on JD.com, and users can search for "main venue" on JD.com and find "618 additional subsidies", and they can receive a subsidy of 20 yuan here every day.
In the PLUS member area, you can also receive a PLUS super subsidy of 760 yuan. In the "Play a Play" daily scratch red envelope, users have at least 3 scratch chances a day, and everyone wins 100% of the prizes.
I am not afraid that users will not place orders, but I am afraid that users will miss low-priced goods. To this end, JD.com has launched a price comparison system.
In the JD app, users will be directed to a price comparison page of the same type after searching for "cheaper than Tmall". The page is marked with the clear message of "cheaper than Tmall", and there is also the slogan of JD.com "cheap and good".
Source: JD.com
In addition to providing low-cost and good things, JD.com is also constantly building momentum in the live broadcast room to attract more consumers to the live broadcast room.
First, Zhou Hongyi, a celebrity in the car circle, came to the Jingdong procurement and sales live broadcast room to talk to Jingdong CEO Xu Ran, and then launched a copycat version of Li Jiaqi and the genuine Li Jiaqi at a lower price, and then Huawei's most handsome HR entered the Jingdong procurement and sales live broadcast room. The people selected by Jingdong have topics in themselves, and they don't worry that no one will pay attention to them in the live broadcast room.
Jingdong launched a live broadcast room hosted by Liu Qiangdong's AI digital human "Procurement and Marketing Dongge" in April, and after eating the sweetness, Jingdong also launched the president's AI digital human live broadcast room during the 618 event.
Relying on JD Yunyanxi's self-developed technology, a total of 18 brand presidents AI digital humans appeared in JD's live broadcast room as "JD 618 Welfare Officers", bringing benefits such as real 5% off real low prices and popular products starting from 1 yuan.
Driven by a variety of activities, Jingdong also achieved good results on the first day of sales on May 31. JD 618 got off to a good start for 4 hours, the number of viewers of JD Live increased by 460% year-on-year, and the number of orders for JD's live broadcast increased by 300% compared with the 4 hours of 11.11 in 2023.
Apple, Midea, Haier, Xiaomi, China Gold, Huawei, Little Swan, Gree, Hisense, TCL and many other brands quickly exceeded 100 million yuan, as of 24 o'clock, more than 10,000 brands increased by more than 5 times year-on-year. Among the new merchants participating in JD 618 for the first time, the number of new merchants with a turnover of more than 1 million increased by 45 times month-on-month.
Source: Jingdong Blackboard News
This achievement shows that Jingdong has not been too affected by negative public opinion, and it has also made a good start for Jingdong 618.
After so many days of hard work, the record must have changed, but it has not yet been counted. Now that it has come to the last two days of the 618 promotion, Jingdong has released a big move, with an additional subsidy of 10 billion and party activities, which is enough to see that Jingdong has greater ambitions.
As for the final result, it depends on what kind of effect Jingdong's big move can achieve in these two days.
In the 618 of change, the e-commerce platform rolled up new tricks
This year's 618 is very difficult, forcing the e-commerce platform to constantly update its strategy.
Multiple platforms have canceled pre-sales one after another, consumer demand is constantly changing, and the e-commerce landscape is changeable. In such a situation, even the first brother Li Jiaqi shouted: This year's 618 is too difficult.
Challenges are real, and opportunities are waiting to be tapped. Who will spend the users and orders will depend on whose activities are more attractive.
Taobao and Tmall have two rounds of promotional activities, and the specific measures include the return of the venue with a 5% discount, the doubling of the amount of coupons for beauty, 3C, clothing and other categories and the use of superimposed platform activities, as well as a subsidy of 10 billion yuan for 200 big-name "family buckets" as low as 2% off. In addition, 88VIP large coupons will be issued in advance.
According to the data of Taobao Live's opening report, as of 24 o'clock on May 31, Taobao has given birth to 38 live broadcast rooms that have exceeded 100 million yuan. In addition, there are 368 live broadcast rooms with a turnover of more than 10 million, and the live broadcast has achieved good results.
Pinduoduo has always implemented a low-price strategy, and has also launched a series of preferential promotions during the big promotion, not to mention activities such as "cutting a knife" and "joining a group".
For merchants, Pinduoduo provides them with a large weighting of search and recommendation sorting, and priority display of platform search recommendation positions.
In the first week of Pinduoduo's report, the total sales of mobile phones reached 3 million units, and the sales of many home appliance brands exceeded 1 billion yuan.
It can be seen that the brilliant achievements of the three platforms have their own focus and different advantages. At present, because the event has not yet ended, the data of each platform has not been fully released, and the gap between the platforms cannot be compared.
In the end, who can come out on top will wait for the last two days of competition to end, and the platforms will release battle reports.
No matter how much competition is played, the ultimate gainer will be the consumer. Whoever can win the consumer is the winner.
Author | Li Ying
View the original image 2K
-
Liu Qiangdong was in a hurry, and 618 smashed another 10 billion -
Liu Qiangdong was in a hurry, and 618 smashed another 10 billion -
Liu Qiangdong was in a hurry, and 618 smashed another 10 billion -
Liu Qiangdong was in a hurry, and 618 smashed another 10 billion -
Liu Qiangdong was in a hurry, and 618 smashed another 10 billion -
Liu Qiangdong was in a hurry, and 618 smashed another 10 billion -
Liu Qiangdong was in a hurry, and 618 smashed another 10 billion -
Liu Qiangdong was in a hurry, and 618 smashed another 10 billion -
Liu Qiangdong was in a hurry, and 618 smashed another 10 billion