At 8: 00 p.m. on May 31, Jingdong 618 "got off to a good start" officially opened。

This year, Jingdong 618 is divided into five stages。The first stage is the "pre-sale period," from May 23, 20 to May 31; the second stage is the "good start," from May 31, 20 to June 3; the third stage is the "scene period," from June 4 to June 15; the fourth stage is the "climax period," from June 15, 20 to June 18; the fifth stage is the "renewal period," from June 19 to June 20。

According to data from Jingdong's official Weibo, the number of brands with turnover of over 100 million in the ten minutes from 20: 00 to 20: 10 on May 31 increased by 23% year-on-year.。Among them, more than 60% of new businesses in just the first 10 minutes of turnover exceeded the average daily turnover in May; in addition, nearly 50% of small and medium-sized businesses turnover increased by more than 200% year-on-year。

 

Apple turnover broke billion in 1 second, luxury category turnover increased more than 50 times year-on-year

 

Ten minutes before the start, Jingdong's digital category data performance remained strong。In terms of digital products, the turnover of 3C digital service products increased by 160% year-on-year.。Apple brand turnover broke billion in 1 second, Xiaomi, Glory, OPPO, vivo, Huawei, Samsung and other mobile phones, as well as MiniLED and OLED displays, micro single camera turnover increased by more than 100% year-on-year。At the same time, corporate customers' purchases of goods and services were strong, with purchases of computer office equipment leasing increasing by 4% year-on-year..3 times。

In terms of home appliances, the turnover of brands such as Midea, Haier and Gree instantly broke billion。Home appliances trade-in turnover up 120% year-on-year。

For shopping festivals like 618, big-name beauty and skin care products are highly sought after by female users.。The turnover of 150 brands such as Saint Laurent, Helena, Xiurek, Pereya and Lancome increased by more than 100%.。Bulgari, Tiffany, Givenchy and other brand turnover increased by more than three times year-on-year.。The overall performance of the luxury category is also very bright.。The turnover of brands such as Prada and Valentino increased by more than 50 times year-on-year, while the turnover of 15 brands such as Longines and Tissot increased by more than 100% year-on-year.。In addition, gold, pearls and other categories of turnover increased by more than 100% year-on-year。

The vigorous development of the domestic new energy vehicle market has also driven the demand for related automotive supplies.。During the "good start" period of Jingdong 618, the turnover of automobile category increased by 128% year-on-year, of which the category of new energy automobile products increased by 200%。New energy tire category turnover increased 9 times year-on-year, car charging equipment category turnover increased 30 times year-on-year。In addition, Jingdong car maintenance package orders increased by 180% year-on-year。

Thanks to Jingdong's developed logistics supply chain, food and fresh food are also on more and more consumer shopping lists.。During the "good start" period, Wuchang rice turnover increased by more than 300% year-on-year, durian turnover increased by more than 300% year-on-year, seafood dishes turnover increased by more than 100% year-on-year, regular purchase of Yue fresh milk turnover increased by more than 200% year-on-year.。

Interestingly, since the next day is Children's Day, children's products are also hot.。The turnover of children's books and supplementary books increased by 230%, the turnover of children's sunscreen products increased by 7 times year-on-year, and the turnover of children's swimsuits increased by more than 200% year-on-year.

In addition to the above categories, other categories of Jingdong Mall also recorded varying degrees of growth.。

 

Jingdong's 618 Three Secrets

 

One of the secrets: low price strategy

In recent years, many consumers have become less and less involved in various shopping festivals because platforms and merchants often play tricks on prices.。But this "618," in order to grab market share, Jingdong chose to take a low-cost strategy.。At the previous Jingdong 618 launch conference, Jingdong Retail CEO Xin Lijun said that this year's Jingdong 618 will be the industry's largest investment in a "618," but also the history of the largest investment in business growth, the strongest initiative "618."。It is reported that the "618" period is expected to participate in the number of goods subsidized by Jingdong 10 billion will reach more than 10 times in March.。

From the "open door" data, the low price effect has emerged.。According to Jingdong data, big-name stationery 1 yuan welfare snap-up to achieve 10 seconds to break ten thousand pieces, as low as 49 yuan clothes and shoes three washing products to pull the laundry shoes category orders increased by more than 220% year-on-year。The number of users of the half-price discount Rimet ventilator increased by 5 year-on-year..2 times, 10.The turnover of 4 kg of Huixun antibacterial detergent in 9 yuan increased 11 times year on year.。

It is worth mentioning that, from 20: 00 on May 31, "Jingdong 10 billion subsidy day" new online, and launched the "buy expensive double compensation" service, in addition to gold and other special categories, if consumers in the same period of time found that Jingdong 10 billion subsidized commodity prices are higher than the corresponding platform, submitted for approval will be directly refunded double the difference。

Secret Two: Cloud Computing

For the "618" period of massive data processing, Jingdong cloud contributed。According to Jingdong's official data, in the first ten minutes of "getting off to a good start," Jingdong Cloud's peak user visits per second increased by 112% year-on-year.。Although the peak doubled year-on-year, the sense of use is still silky.。At the same time, JD Cloud also comprehensively upgraded the all-weather intelligent service for consumers on the basis of the big model of the industry, 10 minutes before the "good start," JD Cloud intelligent customer service cumulative consulting service volume of more than 2.34 million times.。

In addition, the virtual anchor in the "618" has also been upgraded。It is reported that during the "618" period, Jingdong will launch 32 new 2D live twin anchors, while more than 100 digital anchors will be online around the clock to meet the needs of all categories and multi-scene merchants live broadcast.。In the first 10 minutes of the "good start," the number of virtual anchors on the air increased by nearly 400% compared to last year's Double Eleven.。

The third secret: the ultimate logistics experience

Speed logistics is the last magic weapon of Jingdong。

It is reported that during the "618" period, Jingdong Logistics minute-level delivery scope further expanded, in more than 300 cities for pre-sale pre-sale, after consumers pay the balance, Jingdong Express brother immediately "last mile" delivery, to achieve minute-level delivery.。

At the same time, Jingdong Logistics will further help merchants operate smoothly through product and solution upgrades.。Recently, the business warehouse of fist products has been upgraded again. In order to enhance the business experience, 15 high-standard service commitments including "timely shelving," "24-hour fast shipment," "100% door-to-door delivery," "speed claim settlement" and 8 must-pay commitments have been launched for logistics warehousing, warehousing, outbound and other links.。

Jingdong also claimed that ten minutes before the "good start," the highest village in Tibet, the villagers of Tuiwa Village, Shandong Zibo barbecue stall owners, Sydney offline store managers and other consumers around the world have received Jingdong Express Xiaoge home delivery of the first order of goods。

June 18, is the day when the company was founded。Not long after the company was founded, Liu Qiangdong designated it as the company's mid-year summary commendation meeting.。Wait until later set up a website, Liu Qiangdong on June 18 this day launched a "seconds kill" promotional activities。Very low price "seconds kill" products directly penetrate the psychological defense line of consumers, pushing sales to the peak。But at that time, "618" fame is not obvious, and only in June 18th day to do activities。Later, when Jingdong developed to a certain scale, Liu Qiangdong decided to develop this promotion into a shopping festival similar to "Double Eleven" and vigorously promote it.。

With the growing popularity of "618," it has also allowed other platforms and more merchants to enter the market, until now it has spread to the entire e-commerce industry.。But for Jingdong, 618 meaning is still incomparable。Online shopping festival more play more spend today, Jingdong this year again plus code into 618, or want to regain the original intention of the "seconds kill"。

Eagle Statement: This article is for reference only and does not constitute personal investment and operational advice.。Special reminder, the article is original content, without permission may not be reproduced。