The 618 preheating has begun. What new features will the e-commerce platforms have this year?

With the economic recovery, all major e-commerce platforms are working hard on the 618 shopping event this year, and the battle is still fierce. What are the specific ways to play on each platform during the 618 shopping event this year? Who will win the favor of consumers? This article takes stock of the ways to play on major e-commerce platforms and live broadcasting organizations. Let's take a look.

The 618 battle this year is still fierce, and it has increased rather than decreased compared with previous years.

One is that as the epidemic situation improves and consumption gradually recovers, e-commerce platforms are eager to seize this opportunity to boost confidence.

Coincidentally, on the eve of 618, JD.com had just experienced a change of leadership, announcing that CFO Xu Ran would take over from Xu Lei as JD.com CEO; after Alibaba adjusted its organizational structure, the new Taotian Group also made its debut.

Although neither of them is labelled as the lowest price this year, they have both shifted their promotional focus to “maximum investment”.

In addition, more and more platforms have joined the 618 promotion, competing with the three e-commerce giants JD.com, Taobao, and Pinduoduo for the "lowest price."

Xiaohongshu, which started to focus on e-commerce this year, has also joined the competition and advertised "the lowest prices on the entire network during the event"; Douyin and Kuaishou are ready to try to share the 618 cake by combining shelf e-commerce with content e-commerce.

On the other hand, Video Account, Vipshop, Suning.com, Mei ONE, Make Friends, Qianxun and other MCNs are also exploring new ways to play during the 618 shopping festival.

What are the specific ways to play on each platform during the 618 shopping festival this year? Who will win the favor of consumers? Please see the latest inventory of Bianniu.com.

1. JD.com

On May 22, the JD.com 618 launch conference with the theme of "More, Faster, Better, Cheaper and Exciting" was officially held. At the conference, JD.com announced that it would create "the industry's largest investment in 618." In addition, "Only those who know how to make concessions can have friends." JD.com Retail CEO Xin Lijun summarized the core theme of this year's JD.com 618.

In terms of the rhythm of the event, JD.com 618 will officially start pre-sales at 8 pm on May 23, and will officially go on sale at 8 pm on May 31. The event will last until 23:59:59 on June 20.

During the 618 shopping festival this year, JD.com launched a "full-site direct discount" campaign, on which users also had the opportunity to receive three "20 yuan off for purchases over 200 yuan" subsidy coupons every day. In addition, JD.com helps brands and merchants achieve full-area traffic coverage and high-quality user growth, and will also reduce merchants' operating costs through fee reductions and exemptions.

At the press conference, Dai Yihu, head of the platform operation department of JD.com's retail platform operation and marketing center, revealed that a well-known live broadcast organization will enter JD.com on May 31. Subsequently, there was news that starting from 618 this year, "Make Friends" will enter JD.com's live broadcast, and Luo Yonghao's first JD.com live broadcast will start on May 31.

It is worth mentioning that it coincides with the 20th anniversary of JD.com’s founding. To this end, JD.com 618 also launched the “JD.com 20 Years of Accompanying You All the Way” old user gratitude event.

Before the official launch of 618, JD.com announced that CFO Xu Ran would replace "Father of 618" Xu Lei as CEO of JD.com. The former CEO Xu Lei applied for retirement for personal reasons and will step down next month.

Public information shows that Xu Lei took over as CEO of JD.com from Liu Qiangdong on April 7 last year. Xu Lei's creation of the "618" promotion is one of his most remarkable achievements. Under his operation, JD.com's "618" has become a shopping festival as famous as Taobao's "Double 11". Therefore, Xu Lei is also known as the "Father of 618" in the industry.

2. Taobao Tmall

On May 10, when Taobao celebrated its 20th anniversary, the newly formed Taobao Group made its first public appearance at the 618 Merchant Conference, announcing the rhythm and gameplay of 618. Dai Shan, CEO of Taobao Group, said at the conference that this year during 618, Taobao and Tmall will make a historic and huge investment in user scale.

In terms of the rhythm of the event, the Taobao Tmall 618 promotion will be held from 8 pm on May 26 to June 20, and pre-sales will start at 8 pm on May 26.

This year, the cross-store discount rule for Tmall 618 is 50 yuan off for purchases over 300 yuan, which may be upgraded to an official 10%-15% discount later. It should be noted that during the 618 period, Tmall and Taobao cannot be combined to place orders. This year, Taobao Tmall 618 will launch the first Juhuasuan direct discount event, where all products will be directly reduced in price, without the need to place orders together, and even one item will be discounted.

The first marketing IP for small and medium-sized businesses, "Taobao Good Price Festival", will also be launched from June 4 to June 13. Taobao also announced that it will provide a number of exclusive development plans, including advertising subsidies, to meet the needs of small and medium-sized businesses in all aspects of their operations, helping them to achieve certain growth with less worry and effort.

It is reported that this year during the 618 shopping festival, Taobao and Tmall will focus on short videos, live broadcasts, and launching special columns on the platform to support more than 50,000 new Taobao anchors.

It is worth mentioning that there was news recently that the company behind the top anchor Crazy Xiao Yangge, Sanyang Network, and the company behind Simba, Xinxuan Group, will start live streaming on Taobao in the near future. However, according to Xinbang, Sanyang Network and Xinxuan Group both denied it.

In addition, the Coconut Tree Group announced that it would enter Taobao Live and would start its first live show on Taobao at 7 pm on the 24th. This time, the Coconut Tree Group put up a "disco ticket" for the live broadcast room on Taobao Auction, with a starting price of 50 yuan. The winning netizen can dance with the model group in the Coconut Tree Taobao live broadcast room for 30 seconds.

It is understood that hundreds of top celebrity artists such as Tang Wei, Cai Xukun, Zhu Yilong, and Li Xian will also appear in the 618 Taobao live broadcast room.

3. Vipshop

Public information shows that Vipshop’s 618 Mid-Year Sale will start pre-sale at 8 pm on May 23, and will start the opening ceremony at 8 pm on May 31, launching a limited-edition hot-selling sale.

After the grand opening ceremony, there will be a rotation period of categories, with popular categories such as women's wear, men's wear, and beauty products appearing one after another. At 8 pm on June 15, the climax sales will officially start.

According to a relevant person in charge of Vipshop, this year during the 618 shopping festival, Vipshop will still adopt the preferential method of offering instant discount for one item without placing a total order. In addition, it has also launched a number of innovative projects to offer consumers the ultimate cost-effectiveness.

4. Little Red Book

On May 23, Xiaohongshu released the rhythm and gameplay of the 618 event. This Xiaohongshu 618 Shopping Festival will be fully launched at 8 pm on May 24 and will last until June 18.

This year's 618 Xiaohongshu will focus on promotional methods such as cross-store discounts on the platform's entire products, as well as field methods and incentive policies such as product notes, note sales and store live broadcasts, with a focus on in-site conversions.

Among them, note-taking is a new feature launched by Xiaohongshu this year. With this feature, brands can cooperate with influencers in the form of pure commissions, and the cooperation model is no longer limited to advertising.

In terms of platform subsidies, Xiaohongshu will provide funding subsidies throughout the 618 period this year, penetrating various fields such as search and notes.

Xiaohongshu has also put forward relatively strict requirements for the products participating in the 618 event: the products must be hot-selling products of the merchants; the prices must be the lowest on the entire network during the event, and also the lowest on Xiaohongshu in 90 days.

5. Tik Tok

On May 25, Douyin e-commerce launched the 618 pre-sale. The Douyin 618 event will be held from May 25 to June 18, with May 25 to May 31 being the event warm-up period.

At the Douyin 618 Good Products Festival Investment Promotion Conference held on May 10, Yan Yuxin, Douyin's e-commerce event operations director, introduced that the Douyin 618 Good Products Festival will provide full-area driving force for merchants' business through multi-dimensional gameplay such as marketing, users, business, and financial subsidies.

In terms of marketing, Douyin e-commerce has launched the Stellar Plan and the Festival Alliance Plan. The former is for merchants to promote on the site, and the platform will provide a maximum of 12% advertising and marketing fee subsidy, while the latter is for merchants to promote off the site.

The core gameplay of Douyin e-commerce 618 this time includes cross-store discounts, deposit pre-sales, user acquisition, good product live broadcast rooms, and expert matchmaking.

For consumers, Douyin will offer a 25 yuan discount for every 150 yuan spent across stores during the 618 shopping festival this year. In terms of financial subsidies, Douyin monthly payment and Douyin payment also provide relevant gameplay for the 618 shopping festival.

6. Video Account

According to official introduction, the Video Account 6.18 Good Products Festival promotion will be officially launched at 20:00 on May 31.

During the event, the technical service fee rate for all merchants on the platform will be reduced to 1%. At the same time, merchants who achieve a certain scale of sales can also receive additional incentives.

Merchants can increase the popularity of the 6.18 live broadcast room through the "appointment storage" gameplay. In addition, the video account anchor publishes a short video with products and adds the topic "618 good things are on the video account" to have the opportunity to obtain traffic boost, increase content exposure, and help sell goods.

In addition, Video Account released the latest brand incentive plan on May 16, providing brand merchants with ten major benefits including settlement, activation, reduction of technical service fees, and exposure of resources.

7. Pinduoduo

Pinduoduo announced this year that "every day is 618". During the "digital home appliance consumption season", it invested 1 billion yuan to provide additional subsidies for all categories of digital home appliances.

It is reported that "Pinduoduo's digital home appliance consumption season activities are all official direct subsidies, and the activities last for a long time. Excess subsidies are issued for digital home appliances such as mobile phones and televisions, and the subsidy for some Xiaomi products even exceeds 20%.

Pinduoduo’s 10 billion yuan subsidy will also participate in the 618 event.

According to Pinduoduo's official customer service, Pinduoduo's 10 billion subsidy event is randomly opened. The opening time of the event is updated frequently, and the start and end times of the event for participating in the 10 billion subsidy products are also different.

As in previous years, Pinduoduo will continue to launch a series of discount activities, such as discount coupons, instant discounts, group discounts, shopping cart discounts, etc. In addition, Pinduoduo will also launch some special promotions, such as flash sales, limited-time purchases, group purchase discounts, etc., through limited-time and limited-quantity sales, further increasing the discount intensity and attractiveness of shopping.

8. Kuaishou

On May 18, the pre-sale of Kuaishou’s 618 Shopping Festival officially started. The pre-sale period is from May 18 to May 31, and the official period is from June 1 to June 18.

During this 618 shopping festival, Kuaishou E-commerce launched two core gameplays: big brand replenishment in the live broadcast room and pre-sale of goods, as well as six special gameplays: consumption funds, category days, large-scale traffic support, anchor rankings, national tasks, and interest-free installments, and built a diversified activity mechanism.

This year, during the 618 promotion, Kuaishou will launch a variety of platform support, including traffic investment and product subsidies, and is expected to invest 10 billion platform traffic and 1 billion product subsidies. In addition, there are also a variety of ways to play, such as topic participation, short video challenges, and live broadcast room interactions, to support 618.

9. Suning.com

On May 24, Suning.com released the "618 Home Appliances New Low Price Plan", fully launching the 2023 618 promotion. Suning.com will launch three major consumption promotion activities during 618: "Free Trial of One Million Home Appliances", "Super Low Price" and "Super Member Subsidy".

It is understood that Suning.com 618 will start pre-sales at 8 pm on May 26, covering multiple dual-line promotional nodes such as the opening day, super flash sale day, super membership day, super new product day, refrigerator and washing machine rush, home appliance saving storm, and the final outbreak period.

Suning.com said that this year's 618 will be a "critical battle" to release the mid-year consumption potential, and will leverage "new volume" with the "new bottom price".

10. Beauty ONE

This year's Mei ONE "Super 618" includes three directions: first, consumers have super rich choices in the Mei ONE live broadcast room; second, Mei ONE provides super precise services to merchants; third, Mei ONE and Taobao platform develop together.

During the 618 period, consumers of Mei ONE’s live broadcast rooms will enjoy the authenticity guarantee and triple service guarantee from the brand, platform and live broadcast room, maintaining the consumer experience from the entire chain of pre-sales, sales and after-sales.

Taobao Live's anchor operator Sanxiang revealed that this 618 Taobao Live will try to cooperate with Li Jiaqi in full-area marketing for the first time. The two parties will jointly carry out targeted distribution to precise groups across the entire network and reach core users through various channels across the entire network.

Han Qiao, head of the merchandise department of Mei ONE, introduced that during this 618, the entire product selection process of Mei ONE revolved around the four core elements of "safety, efficacy, quality, and consumer experience", and ran through the six links of investment promotion docking, merchant sample sending, demand submission, preliminary selection meeting, anchor trial, and final selection meeting, and formed evaluation and screening results for product safety, efficacy, quality, and consumer experience one by one.

11. Make a friend

Jiaogepengyou has been in Taobao for half a year. This year, Jiaogepengyou will join hands with Taobao to launch traffic support, targeted commission reduction, and a series of special live broadcasts for small and medium-sized businesses. During Taobao 618, Jiaogepengyou Taobao live broadcast room will launch more than 200 slots for small and medium-sized businesses, with a targeted commission reduction of 5%.

In addition, Jiaogepengyou has entered JD Live on May 20, and Luo Yonghao will start his JD Live debut on May 31. During the 618 period, Luo Yonghao will conduct three live broadcasts on JD as the "Chief Good Product Recommendation Officer" of Jiaogepengyou, namely on JD Opening Day on May 31, Super Live Broadcast Day on June 3, and 618 Peak Night on June 17.

Jiaogepengyou has currently completed its layout on three platforms: Douyin, Taobao and JD.com.

12. Humble Search

Qianxun's relevant person in charge said that since its establishment, the company has always played the role of a practitioner of live broadcasting to help farmers, a booster of the real economy, and an enabler of small and medium-sized enterprises. During Taobao's 618 this year, live broadcast rooms such as Bee Surprise Club will also provide green channels for small and medium-sized businesses and launch special sessions.

Qianxun is currently acquiring land for building construction, spending 22 million yuan to acquire a 16,031 square meter plot of land in Hangzhou. Public information shows that the company's legal representative is Dong Haifeng, who is also Wei Ya's husband. The plot is located in Binjiang, Hangzhou, the "universe center" of e-commerce live streaming. The live streaming e-commerce companies we are familiar with around it include Jiaogepengyou, Sanzhiyang Network, Wuyou Media, Chenfan E-commerce, etc.

According to reports, Qianxun may invest more than 300 million yuan in building the new headquarters building. The new headquarters building will have a construction area of ​​more than 66,000 square meters. Construction will start within 5 months after the land handover is confirmed, and the completion deadline is within 33 months from the start of construction.

Wei Ya and her husband have acquired two listed companies in half a year. Deerma was listed on the Growth Enterprise Market last week. In the shareholder list, Wei Ya's husband Dong Haifeng holds 10.5 million shares. Based on the closing price of 14.67 yuan last Friday, the market value of Wei Ya and her husband's shares in Deerma's listing is 150 million yuan. On November 4 last year, Juzi Bio Holdings Co., Ltd. rang the bell on the main board of the Hong Kong Stock Exchange and became the "first collagen stock". Wei Ya and her husband hold 0.84% ​​of the shares, and the company's market value is about 270 million yuan.

(The report was compiled by Bianniu.com from Yibang Power, Daily Economic News, The Paper, E-Commerce Daily, China.com, Zijin Finance, and Southern Metropolis Daily)

Author: Julie Zhang, Yuan E

Source: Bianews (ID: bianews8); accurate, fast and in-depth technology media