Traffic Anxiety Behind "6. 18" Digital Carnival

Electric business enterprises have been warming up for a month, "6. 18" ushered in a good start.

Entering the June, Jingdong, Ali and Suning around the "6. 18" commercial promotions as scheduled, the three giants can not wait to dry out the pcript.

More than one hundred percent growth rate, a few minutes to break the paction volume of 100 million......

The three used the soaring data to reveal the message that "a year is stronger than a year".

No one would like to lose in such a commercial carnival, the data of the staggering peak, the intentionally stagger category and brand, and the business tycoons are secretly playing the business competition of "attacking others with their own weaknesses".

Enterprises not only need to make themselves more comfortable in the market, consumers and competitors, but also need to quickly snatch massive and fleeting traffic.

Faster speed

The time unit of "6. 18" is no longer calculated by day, but hours or even minutes.

Unprecedented intensity of consumption and overwhelming marketing encourage consumers to place orders in the short term.

And the flow of surging tide, after the promotion, the electricity supplier to restore the rhythm of daily marketing, and the traffic has been rising gradually dissipated.

Both Ali and Jingdong are using the faster record breaking speed and more shocking turnover to stimulate the industry's nerves.

Jingdong's June 1st release of the sub period data shows that Jingdong sold 17 million products in 1 hours, up 83% over the same period last year.

Tmall directly released data compared with last year, saying that the first hour turnover exceeded 10 hours last year.

Hou Enlong, President of suning.com, released an hour's bulletin on the micro headlines.

The sharp increase in volume and volume of pactions is still the standard for the success of the "6. 18" business of electronic business. When Ali, Jingdong and Su Ning showed their muscles, they did not forget to stagger the competition dimension.

Ali and Jingdong are obsessed with the explosive power of the brand. Suning looks at the advantages of home appliance 3C.

According to Tmall's data, apple, Midea, Nike, L'OREAL, Lancome, Adidas, millet and a series of brands have sold over 100 million in one hour.

Among them, Apple brand 2 minutes and 45 seconds on the paction of billions of dollars, the United States and Nike in 4 minutes over 100 million.

Faced with the temptation of new products, Jingdong is not resigned to weakness.

On the day of June 1st, Jingdong reverse customized HP shadow game series + War 66 light and thin series, accounting for 90% of HP's brand turnover, DELL's 7000 sales designers were 5 times the average daily sales in May.

On the first day of "6. 18" this year, Ali and Jingdong split the war report and subdivided the total turnover into various categories.

Compared with last year's "6. 18", Jingdong and Ali show faster data.

Last year, 6 and 1 days, 1 hours after the opening, the total amount was 5 billion yuan, an increase of 130% over the previous year. Tmall only got 13 minutes after the zero point in June 1st, and the clothing industry turnover exceeded last year.

Obviously, shorter time and larger sales volume is an everlasting topic for electric business enterprises.

Whole category expansion

Sales of new products reflect strong consumption potential, and e-commerce providers are also conscious of expanding their products.

Tmall released the data of clothing category, but also announced the success of home appliance brand in a high profile. Jingdong has added beauty protection products outside the home appliance 3C; Suning has a special liking for fresh products.

Born out of the "6. 18" of Jingdong celebrating for 15 years, the development of electric business has penetrated into every aspect of consumer life. People's consumption life is becoming more and more mature, and the consumption trend is developing towards high-end and quality.

The expansion of categories is a measure for consumers to upgrade their business.

For example, in 2016, fresh products entered Jingdong's "6. 18" war report for the first time.

In the 18 days of "6. 18", Jingdong's fresh order volume was 6 times that of the same period last year.

Big lobster, kiwifruit, cherry and so on are regarded as uncommon fresh flowers flying on the "6. 18" Dongfeng home.

This year is the year when domestic fresh electricity providers are surging. The volume of market turnover has increased by leaps and bounds to 91 billion 400 million yuan, 1.7 times that of 2015.

Obviously, the cooperation between the electricity supplier, the consumer and the market is more and more tacit understanding. "6. 18" is the result of the three "joint action".

It is worth noting that the expansion of the category of electricity providers has also led to the promotion of low - level cities in commercial promotion.

Jingdong big data show that in June 1st, the total number of orders for the four and the following cities increased by 108% year-on-year.

Ali mobilized Juhuasuan to compete for users in the low tier cities. With the help of Juhuasuan's cargo carrying capacity, the perfect diary sold 250 thousand pieces of Matte Lip Glaze for 1 hours, and German balea hyaluronic acid ampoule essence sold 120 thousand pieces in 1 hours.

The second half of the festival

For the beautiful data, the electric business enterprise unceasingly "makes the festival", and is warming up for the promotion Festival early.

Li Yongjian, director of the financial and Strategic Research Institute of the Chinese Academy of Social Sciences, said that the emergence of big business promotion is accompanied by various kinds of marketing, but whether these shopping carnivals can continue or not, and whether the shopping habits of consumers can be cultivated depends on whether each business enterprise can tell their stories enough enough to impress people.

Nowadays, consumers' shopping habits are more rational, and the heat of the electricity supplier Festival is getting colder, which makes the electricity supplier building festival already entered the second half.

Electric business enterprises began to deliberately push the boundaries of the camp, and learned to build their own momentum with the heat of the other side.

When enterprises reshuffle the pattern of the industry, Alibaba and Jingdong have learned that it is difficult for them to win the battle by fighting alone.

A practitioner who handles the beauty business is even more blunt. Whether it's an electric giant or a small and beautiful vertical electricity supplier, they are busy expanding the user base. It is too slow to find new users by their own strength. It is probably more direct to dig out the users who have been nurtured directly from their competitors.

"As long as the actual pactions can be generated, the electricity supplier promotes the nature regardless of yours or mine, and there is no clear division of the bloc.

The competition stems from anxiety about the lack of traffic and slow growth. "

"Electric business enterprises believe that no doubt that they will stimulate users to place orders and increase the volume of trading platforms.

In the context of the current demographic dividend disappearing and slowing traffic growth, e-commerce companies still need to rush to disperse the gloom.

Li Yongjian stressed that instead of making great efforts to rebuild a new promotion festival to stimulate users, it is better to compete for the market with the help of competitors and create a mature Carnival Carnival, or even directly snatch the users. This is a commercial contest by borrowing strength.