Interpretation Of "618" To Promote The Preliminary Report: Accelerated Consumption Recovery

Despite the impact of the epidemic since the beginning of the year, sales in various sectors of the retail industry have declined sharply. However, after the "618" big promotion season in June, the enthusiasm of the domestic consumer market was rekindled.

According to the data of Tmall and Jingdong, the two big business platforms in China increased by 50% and 74% respectively on the first day of "618" and GMV. Tmall's "618" pre-sale increased by 1 hours over the same period of 515%, while the makeup 7 minutes over 500 million. Jingdong opened ten minutes, Jingdong supermarket turnover grew by 300% over the same period, the opening hour, clothing sales volume increased 500% year-on-year, shoes and shoes turnover increased 422% over the same period.

At the same time, the consumption promotion policies launched by various places are continuing to raise the price for "red June". In June 6th, Beijing jointly issued 12 billion 200 million electronic consumer vouchers to the Jingdong, the first batch totalling 2 million. Jingdong data show that the consumption coupons nearly 10 times leverage leveraged online consumption, online sales are ranked top of mobile phones, tablets, computers, etc., but smart watches, dishwashers, vacuum cleaners, sweeping robots, outdoor sports watches and other categories have also been significantly improved.

Policies to promote consumption across the country are also being stepped up. In June 2nd, the consumer alliance of Nanjing metropolis circle, including suning.com, dripping, hungry, Pizza Hut and so on, announced the issuance of 1 billion yuan coupons. In June 4th, Zhenjiang announced that it would issue 20 million consumer coupons on 10. In June 6th, Chongqing opened the "66 digit consumption Festival" and issued 7 million coupons totaling 119 million yuan.

"After the outbreak of the brand and platform cooperation, the continued promotion of e-commerce promotes consumption recovery." Guoxin Securities Economic Research Institute team pointed out that "with the arrival of the 618 big promotions this year, the promotion mode and intensity far exceed the previous years, and it is expected to accelerate the recovery of stimulating consumption."

Consumption will continue to rise

From the 618 day data released by the platform, consumers' consumption intention is still high.

As of 14:00 p.m. on June 1st, Jingdong's "618" turnover increased by 74% over the same period last year, to 14:50 p.m., including Jingdong platform orders and open business orders. Jingdong logistics outgoing volume has exceeded the whole day of last year. In terms of Tmall, it opened for 10 hours in June 1st, and turnover increased by 50% compared to the same period last year. Less than half a day, the turnover exceeded that of last year.

Suning.com data showed that the sum of orders for Suning purchase increased by 268% over the 2 hours, while the sum of Suning supermarket orders increased by 139% over the same period. The double line orders for red children increased by 207% over the same period last year, while the sales volume of Suning retail cloud increased by 48 times.

In twenty-first Century, the economic news reporter noted that there was no special "618" promotion in this year, but a lot of "global shopping" businesses were set up to set up the "618 global top goods" sub field. There were many "global purchasing" live rooms also landing in the Hangzhou comprehensive bonded area.

From the sales point of view, consumers' willingness to consume has been increasing. However, many consumers told the twenty-first Century business news reporter that their consumption outlook also changed quietly after the outbreak.

"I think people must have Plan B in this epidemic, and a small portion of my present salary will be mandatory." Ms. Zhang of Fuyang, Anhui told reporters that the "618" preheating activities she bought at Taobao were all life necessities of slippers, shower gel and paper rolls. "I haven't bought clothes for a long time, and I don't go out to eat now, almost all at home cooking." Ms. Zhang said.

But there are also signs of reprisal consumption on some consumers. Ms. Chen told reporters in Hubei that she was a more rational person and avoided falling into the trap of consumerism. But this time, besides buying clothes and cosmetics, she even bought some books on the Internet.

Ms. Zhang, who lives in Xi'an, told reporters that her consumption view is more focused on the storage of necessities. "But shopping will expand a lot, and there is a sense of revenge consumption." In her view, this retaliatory consumption impulse is partly due to the inconvenience of buying things during the epidemic, and the fact that during the epidemic period, it is relatively depressed, with poor mood and not too much shopping desire. Now life is gradually returning to normal, and it also virtually stimulates the consumption desire of the individual.

However, some consumers told reporters that their consumption view has not been affected. "What to buy and what to buy is not to be impulsive."

Low price promotion stimulates consumption

The reason why this year's "618" opening is particularly hot is inextricably linked to simple and crude low-priced promotion.

"This year, Jingdong will bring the most simple" 618 "in history. Whether it is preferential or shopping experience or new product release, it will be the most powerful in history. At the launch of the "618" launch in May 25th, Han Rui, vice president of Jingdong group and head of Jingdong retail group platform business center, said.

According to the introduction, this year's Jingdong "618" launched the super billion subsidy, 100 billion discount and billions of consumer coupons, to create the largest discount in history, the best shopping experience, the strongest growth in brand and business, and the most "Jingdong 618" released by new products.

"We will release more enthusiasm for the user level than ever before. At the same time, Jingdong's" 618 "will help brand manufacturers restore production as much as possible and return to normal orbit. We are also very confident of the sales of" 618 "this year. In an interview with the twenty-first Century economic report reporter, Han Rui said, "from the beginning of the" 618 "pre-sale, the current national consumption power is still very strong, while Jingdong" 618 "has a high degree of awareness, this is the source of our confidence.

Alibaba, on the basis of last year's "300 reduction of 30", launched the "full 300 reduction of 40" discount and issued the largest scale cash coupons and subsidies since this year, with an estimated value of more than 10 billion. Suning.com issued a high-profile "J-10%" money saving plan, "millions of explosions plan" and "1V1 service plan" to provide greater concessions and better user experience.

In fact, household appliances and electronic products have always been the hot spot of "618". This year's "618" platforms are also competing fiercely in the category of household appliances and electronic products.

According to the data provided by Suning, the sales of "J-10%" subsidized commodity products increased by an average of 850% on the first day, with an average subsidy ranging from 11% to 23%. From the breakdown of commodities, Suning platform air conditioner sales increased by 528% compared with the same period last year, and sales of refrigerators increased by 385% compared with the same period last year, while washing machine sales increased by 412% over the same period last year.

Jingdong, which has always been good at home appliance 3C, has increased the turnover of light notebook computers by 188% over the first half of the first 618 hours of its opening. The turnover of HP war 66 series of Jingdong C2M (reverse customization) has increased by 21 times. The opening of 1 hours, the turnover of Beijing appliances has increased 5 times compared with that of the previous year, occupying more than 25% of the total turnover of Jingdong household appliances.

And "618" has also become the preferred activity for consumers to purchase household appliances and electronic products. Ms. Chen told reporters that she was preparing to purchase an apple computer on the day of "618" activities. Ms. Zhang of Shanghai also told reporters that she bought a card camera and some matching equipment in Taobao in June 1st.

In addition to the hot selling of household appliances, a large number of garments are facing the problem of inventory backlog and seasonal clearing, which is affected by the epidemic. "618" has become a selling opportunity for clothing brands.

According to the data from Tmall, sales of sports outdoor products exceeded 100 million in only 45 seconds. Sales of women's clothing products only broke 100 million in 2 minutes, while men's shoes and boots were less than 5 minutes. In addition, this year, more than 66 clothing brand new brands in June 1st sales increased by more than 600% over the same period.

Jingdong said that Jingdong platform apparel sales volume increased 500% in the first 1 hours, the sales volume of shoes and boots increased by 422% over the same period, sales of cross-border products increased by more than 500%, and luxury goods increased by 400%.

It is worth noting that now the purchase of protective materials such as masks is difficult, and masks no longer become "the most urgent needs". The "Mask" brings the retaliatory consumption of cosmetics.

Tmall's "618" sale within a minute, Tmall cosmetics sales exceeded 100 million, 22 minutes sales exceeded 500 million. 1 hours, lipsticks sold 490 thousand, sales increased 32 times than usual.

Ms. Chen told the economic news reporters twenty-first Century: "from winter to summer, it is necessary to buy clothes again and stay at home for a long time." I also want to go around. "618" is the first big shopping holiday after the outbreak, and I want to buy something.