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Abstract: This year's 618 seems to be different, and major e-commerce platforms have canceled pre-sales, simplified gameplay, and lengthened the promotion cycle, so as to attract consumers with more flexible and diverse promotional methods. From Taobao Tmall's official discount of 15%, to JD.com's 618 yuan coupon package per person, to Pinduoduo's cross-store coupon package of 300-50 yuan, the promotion competition on major platforms is extremely fierce.
The report shows that during the 618 period, the user activity of the integrated e-commerce platform increased significantly. The number of daily active users of the integrated e-commerce platform was significantly higher than that of normal days at the beginning of the big promotion, and reached the highest value on the day of 618.
Driven by the fierce competition on the platform, the turnover growth rate of 618 this year is very obvious. According to the report, the overall turnover of the integrated e-commerce platform 618 increased by 13.6% year-on-year, while the e-commerce business turnover of the mainstream content platform increased by 24.3% year-on-year.
In this year's 618, users with different spending abilities show diversified consumption needs. Users with high spending power are more inclined to choose first-tier brands, while users with low and medium spending power are more likely to choose second-tier brands and white-label products. During the promotion period, various types of brands have obvious price reduction strategies to expand consumer touchpoints and attract users with different spending powers.
Through the supply of content in various forms such as live broadcasts, short videos, graphics and texts, e-commerce platforms have accumulated higher transaction potential for big promotions. From the explanation of goods to the introduction of goods, from film and television clips to short dramas, diversified content forms not only increase the stickiness of users, but also bring more trading opportunities to the platform.
The continuous evolution of AI technology provides efficient technical support for the layout of e-commerce platforms. From AI product map generation to AI customer service robots, from Liu Qiangdong's digital human live broadcast to Tmall's AI bargaining assistant, AI technology has begun to play a role in all links of the entire chain of e-commerce transactions, improving efficiency, reducing costs, facilitating consumption, and improving experience.
Excerpts from the report are set out below
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