As 618 approaches the middle, what changes are revealed behind the pre-sale battle reports of various platforms?

The 618 promotion is halfway through, and major e-commerce platforms are releasing their battle reports to show the industry their achievements in the pre-sale stage. From shelf e-commerce to content e-commerce, how is the overall performance of the 618 pre-sale? What kind of report cards have the major platforms handed in? Which types of products and brands have performed better? Let's take a look at the performance of each platform and brand.

With the recovery of the industry and the change of consumption concepts, this year's 618 is full of competition and hope. Platforms have launched slogans and invested in this fierce battle. Now, halfway through the 618 promotion, major e-commerce platforms are releasing battle reports non-stop to show the industry their achievements in the pre-sale stage.

From shelf e-commerce to content e-commerce, what is the overall performance of 618 pre-sales? What kind of report cards have the major platforms handed in? Which types of products and brands have performed better? Cloury has sorted out the 618 battle reports and information currently available on various platforms, and provides an overview of the pre-sales performance of various platforms and brands through data.

1. Taobao and Tmall’s pre-sales exceeded 100 million, the number of anchors increased, and new store owners flocked to the platform

On May 26, Taobao and Tmall officially opened the 618 pre-sale. Major anchors concentrated on broadcasting to grab the traffic on the first day of the promotion. Compared with previous years, more and more anchors have delivered sales of over 100 million yuan. According to the first day report of the 618 live broadcast pre-sale released by Taobao and Tmall, the transaction volume of the live broadcast rooms of top influencers such as Li Jiaqi Austin, Xianggulai, Bee Surprise Club, Lieer Baby, Chen Jie Kiki, and Lin Yilun has exceeded 100 million yuan one after another, and the number has increased accordingly compared with previous years.

It is worth noting that a large number of new small and medium-sized businesses participated in Taobao's 618 promotion for the first time. According to Taobao's public data, as of June 1, more than 2 million Taobao small and medium-sized businesses had sold their first order for the first time participating in 618.

The picture shows a screenshot of the Taobao Tmall battle report

In terms of brand self-broadcasting, the transaction volume of brand live broadcast rooms such as Haier Official Flagship Store, Midea Official Flagship Store, GREE Official Flagship Store, Estee Lauder Flagship Store, Xiaomi Official Flagship Store, and FILA Official Flagship Store exceeded 10 million, and the data of the four popular categories of beauty and personal care, home appliances, 3C digital products, and clothing performed well.

In the beauty and cosmetics market, sales of brands such as L'Oreal, Proya, Lancome, and Estee Lauder have exceeded RMB 100 million. Beauty equipment and functional skin care products have seen substantial growth.

It is worth noting that since last year, with the change in people's consumption concepts and the involution of prices in the beauty equipment supply chain, more and more domestic beauty equipment products have ushered in rapid growth, and this track is no longer "dominated" by foreign big brands. According to public data, half of the top 10 brands of personal care equipment pre-sales on Tmall during the 618 shopping festival this year are domestic brands.

In the apparel and 3C digital sectors, Fila and Xiaomi performed extremely well and became the only two brands whose GMV exceeded 100 million on the first day of pre-sale.

In the apparel category, sales of sportswear increased by 94.2% year-on-year, and sales and sales of outdoor apparel increased by more than 200%. Under the influence of the outdoor sports boom in the past year, the performance of outdoor-related products was particularly outstanding. At the same time, the overall sales of digital products increased by about 227.7%. During the big promotion period, 3C digital products with a long consumer decision cycle often ushered in a concentrated outbreak.

Overall, the performance of Taobao and Tmall during the 618 pre-sale period this year far exceeded that of last year, with more than 90% of categories achieving growth, and almost all popular categories achieving an increase in sales and revenue. From the perspective of live broadcast performance, veteran anchors are still strong, and new blood is constantly pouring in. More and more brands have opened store broadcasts and joined the 618 promotion.

2. Douyin's popular products have become the fulcrum of the brand, and agricultural assistance and home appliances have exploded

Some time ago, Douyin e-commerce also announced relevant data on the 618 pre-sale. As of May 31, the pre-sale performance of brands in industries such as 3C digital, home appliances, luxury life, and parent-child life was relatively outstanding, especially in the home appliance industry. The pre-sale GMV increased by about 808% year-on-year compared with last year's 618.

Specifically, there are 7 brands whose pre-sale GMV in the home appliance category has exceeded 50 million. Haier, Little Swan, TCL, Midea, and Gree home appliance flagship stores have become the top 5 stores in the home appliance vertical category in terms of pre-sale GMV. In the 3C digital field, Xiaomi's pre-sale GMV increased by about 522% compared with last year's 618, and Redmi K60 became the brand's best seller on Douyin e-commerce. DJI's sales exceeded 10,000 units, with Mavic air 2s performing best, and best-selling products have become the fulcrum for leveraging brand sales performance.

In the beauty market, traditional brands such as L'Oréal Paris, Proya, Olay, Estee Lauder, and SK-II are still performing steadily, while domestic brands such as Hansu, Oshiman, and Winona have come from behind and achieved better results on Douyin. Among them, Winona chose to cooperate with influencers during the 618 pre-sale period to promote brand awareness and sales with explosive products. For example, in the cooperation with "Professor Liu, the trendy dad", the sales of freeze-dried masks exceeded 7.5 million on May 28, and once became the top of the Douyin product list.

In addition to conventional categories, Douyin's "Mountain Products on the Headlines" agricultural assistance project also saw growth during the 618 period. According to data released by Douyin e-commerce on June 1, during the event, the "Flavor of Fujian" online zone sold 6.25 million orders of Fujian agricultural specialties, and dried sweet potatoes became a hot-selling product, an increase of about 360% year-on-year. The sales of Fujian Tremella, Shiitake Mushrooms, and Morels increased by 88%, 69%, and 50% year-on-year, respectively. According to statistics, a total of 4.91 million consumers placed orders nationwide, and most of them were users in high-tier cities such as Beijing, Shanghai, Guangzhou, and Shenzhen.

According to media forecasts, Douyin's 618 sales are expected to increase by about 70% year-on-year. As Douyin's e-commerce develops and improves, more and more mature brands choose to open flagship stores on Douyin. At the same time, domestic brands and new consumer brands in major categories are performing more and more prominently, and using popular products to increase brand awareness has become the choice of many brands.

3. Kuaishou’s fresh food and home furnishing categories broke through, and the GMV of the home appliance category increased by 500%

According to the pre-sale data released by Kuaishou E-commerce, from June 1st to 3rd, the order volume of Kuaishou E-commerce increased by more than 72% year-on-year, the number of buyers increased by more than 50% year-on-year, the GMV of branded products increased by more than 222% year-on-year, and the GMV of short video trailers increased by more than 128% year-on-year.

In terms of specific categories, fresh products have increased by nearly 200% year-on-year, and more and more anchors have begun to try to enter the fresh food, fruit and other categories. On May 20, Simba launched his 618 first broadcast on Kuaishou, and fruit products such as durian, mangosteen, mango, and melon became the protagonists of the live broadcast room, with cumulative sales exceeding 1.06 million.

According to Kuaishou e-commerce data, the GMV of the tea category on the platform has increased by 104% year-on-year recently, among which the Pu'er category increased by 145% year-on-year and the black tea category increased by 537% year-on-year. The GMV of the fruit and vegetable category on the platform increased by 68% year-on-year, among which the mango category increased by 355% year-on-year and the melon category increased by 303% year-on-year.

In addition, Kuaishou's GMV for home appliances increased by nearly 500% year-on-year. On June 1 alone, the GMV of the large home appliance industry exceeded 100 million yuan on a single day. The GMV of refrigerators, washing machines, and air conditioners increased significantly, increasing 73 times year-on-year, followed closely by television products.

In the digital 3C field, the cumulative sales of mobile phone products exceeded 1 million units, and the GMV increased by 2 times year-on-year. The GMV of notebook computer category increased by 87 times year-on-year. The overall performance of the three major brands Apple, Xiaomi and OPPO was relatively outstanding.

The picture shows a screenshot of the Kuaishou battle report

According to the E-Commerce News, the GMV of brand merchants during the Kuaishou Shopping Festival increased by 515% year-on-year compared with 2021. Among them, Xiaomi, Tianhaizang and Xtep became the TOP3 brands, and the growth rate of fans of Han Xizhen, Yalu and OPPO stores was the most prominent. Service providers helped merchants contribute nearly 60% of the GMV of the promotion, and about 40% of the GMV came from fast distribution.

Overall, Kuaishou's performance in life-related categories is more impressive, with fresh food and home appliances growing the fastest. At present, the 618 event time has just passed the halfway point. With the support of live broadcast room consumption funds, big brand supplements and other gameplay, Kuaishou's final performance is worth looking forward to.

4. JD.com’s high-priced categories are still eye-catching, and its own brands and health brands are making a surprise attack

As the "big brother" of the 618 promotion, JD.com's pre-sale period every year will attract attention. This year coincides with JD.com's 20th anniversary. In addition, Luo Yonghao's entry into JD.com's live broadcast this year has allowed the industry to gain insight into JD.com's determination to develop live streaming e-commerce, making the industry pay more attention to JD.com's performance this year.

JD.com’s pre-sale started on May 23 this year. As of 24:00 on May 25, the average number of pre-sale items purchased per person increased by more than 30% year-on-year. People born after 1990 have become the main consumer group, accounting for nearly 70%.

Among the major categories, 3C digital products and home appliances continued to perform strongly. Among them, the sales of foldable screen mobile phones increased by more than 3 times year-on-year, the sales of operator contract mobile phones increased by more than 80% year-on-year, the pre-sale order amount of micro single camera increased by 100% year-on-year, the pre-sale order amount of solid state hard disk increased by more than 4 times year-on-year, and the pre-sale order amount of mobile power bank increased by 100% year-on-year.

In addition, sales of large home appliances and car-related products also saw a significant increase. Four hours after the pre-sale started, the amount of pre-sale orders for home appliances such as ultra-thin refrigerators, 2-horsepower wall-mounted air conditioners, and gaming TVs increased by more than five times year-on-year, the sales of Tesla brand charging piles exceeded last year's overall category by 10 times, and the sales of electric motorcycles increased by seven times year-on-year.

On May 31, JD.com released the sales report of the 10 minutes of the 618 opening (20:00-20:10 on May 31). According to the data, the number of brands that exceeded 100 million in the 10 minutes of the opening increased by 23% compared with last year, Apple's brand turnover exceeded 100 million in 1 second, and Xiaomi, Honor, OPPO, vivo, Huawei, and Samsung's turnover increased by more than 100% year-on-year. More than 60% of new merchants' turnover in 10 minutes exceeded the daily average in May, and nearly 50% of small and medium-sized merchants' turnover increased by more than 200%.

In addition, JD.com’s battle report particularly highlighted the performance of lifestyle products, and even used “fast, good, and economical to ignite the boiling fireworks” as its slogan. After JD.com resumed its pricing strategy, in addition to high-priced products that performed well in the past, practical lifestyle products such as household products have seen growth this year.

The picture shows a partial screenshot of JD.com’s opening report

It is worth noting that the sales of nutrition and health products on JD.com have increased across the board, with transaction volume increasing by 132% year-on-year, and the transaction volume of JD.com's own brand has increased by as much as 804%. The price advantage of the supply chain and logistics services are important driving forces for users to place orders. In addition to the above categories, household daily necessities, home decoration and building materials, and luggage and leather goods are the most popular categories.

On the basis of maintaining the shopping experience, the adjustments made around cost and price have given JD.com a new "weapon", demonstrating a different strategy in this year's 618.

5. Female celebrities on Xiaohongshu appear in live broadcast rooms, focusing on women’s quality of life

Unlike other platforms, Xiaohongshu started to develop e-commerce relatively late, and its platform characteristics are more obvious. Currently, more than 70% of Xiaohongshu's users are women, of which about 80% are born after 1990, and most of them are distributed in high-tier cities. These users generally have stronger spending power and are willing to pay for their personal preferences. Xiaohongshu's performance during the 618 period fully reflects this feature.

On the eve of 618 this year, Zhang Xiaohui started broadcasting on Xiaohongshu, and the popularity of the first live broadcast exceeded 600 million. The products selected in this live broadcast were mostly high-priced products. According to the platform data, the sales of this live broadcast exceeded 50 million yuan and the number of viewers exceeded 1 million. On May 25, Dong Jie started the first live broadcast during the 618 period, and the number of viewers of this live broadcast exceeded 2.17 million.

From Gigi Leung to Dong Jie, the image of women with high taste and a good sense of life has become the most popular type of anchor among Xiaohongshu users.

Because of this, Xiaohongshu’s discounts during the 618 shopping event this year were relatively restrained, and it was more focused on content, promoting user consumption through live broadcasts focusing on women’s tastes. According to the official signals released by Xiaohongshu, during the 618 shopping event this year, Dong Jie, Yang Tianzhen, Huang Yi and others will successively start broadcasting, focusing on niche items with higher unit prices to meet the consumption needs of high-net-worth and high-spending groups.

At present, the 618 promotion has passed the halfway point, and the data performance of major platforms and brands has significantly improved compared with last year. Whether it is a content e-commerce platform or a shelf e-commerce platform, "finding gaps and filling them" has become the key word, and everyone is learning from each other and seeking breakthroughs.

The 618 promotion is getting more and more intense. Let's wait and see what changes and trends will come in the second half of this battle. Clour will pay close attention to the platform trends of 618 and hope to see more platform data and good news. Special live broadcasts and content analysis will be launched online one after another. Please continue to pay attention to Clour's official public account and video account.

Author: TopKlout

Source: WeChat public account "TopKlout (ID: TopKlout)"