This year, various companies impacted the mid-year sales performance and launched the 618-year promotion campaign across the board. The 618 Shopping Festival is no longer just a shopping festival for JD. It has become an online and offline omni-channel shopping spree. It is worth noting that this year The 618th Shopping Festival encountered Children's Day, World Cup, Father's Day and Dragon Boat Festival. Under the blessing of the world's top football events, the shopping festival ushered in an unprecedented warmth. In 2018, the sales of the entire network increased by 85.06% over the same period of last year. Amazing, net sales reached 284.47 billion yuan, the highest in history.
'618' meets the World Cup
One is the national shopping spree, the other is the visual feast of the fans. The Russian World Cup meets the '618 Shopping Festival' in 2018. The activity time overlaps with the time of the game. Many home appliance companies and channel companies use the NPC to promote major nodes and the World Cup. Hot launch campaign offensive.
Jingdong platform is one of the main battlefields for home appliances. Home appliance manufacturers are able to win the 618 global mid-year shopping festival and get the highest profit. They successfully complete the mid-year exams. The home appliance brands collectively hold home in 618 home appliances, actively participating in limited-time spikes, etc. Promotional non-profit activities. In addition, TCL, Changhong, Meiling, Shuaikang, Herbalife, Ernie, Gengyuan and other home appliance brands have actively integrated into unrestricted retail, united JD.com to create a brand experience shop, and made 618 Global Mid-Autumn Shopping Festival in 2018. It is extraordinarily different.
In addition to launching marketing campaigns in online malls such as JD.com, home appliance companies also launched World Cup marketing campaigns with top-notch football events. Hisense partnered with FIFA to become an official sponsor. Other companies such as Vantage, Wanhe and Meiling signed the world. Football team, these companies signed with the French national team, the Argentine national team, the Belgian national team and launched the corresponding promotional activities, while TCL signed the current Brazilian football team captain Neymar, from the side to assist the Brazilian football team.
Among them, Vantage launched a 'crowd package' once in a circle of friends. On May 30, 2018, Vantage announced that if France wins the World Cup, Vantage will buy consumers who have won the championship package. After the event, Vantage has signed an official sponsor of the French national football team, and then signed the legendary Henry in France as the brand spokesperson. Vantage promised in the announcement: If the French team won the World Cup in 2018, Vantage will pay back the full amount of the invoice for the purchase of Vantage's "Winning Package" between 0:00 pm on June 1, 2018 and June 30, 2018. The first round of the current Russian World Cup group match The French team scored a 2-1 victory over Australia, and it was a good start. The group's qualifying situation is excellent. Consumers who buy the "crowd packages" are expected to obtain real benefits.
Vantage Announcement on Winning Package
The company’s World Cup marketing is in full swing, and Suning’s Tesco, Jingdong, Gome and other channels are not to be outdone. At the opening night of the World Cup, Suning Tesco, known as the “Sports and Sports Commission” of the electricity business community, held a fan revelry at the Beijing JingYuan Arts Center. 'Great coffee party'; Jingdong flash shop through the large screen LED live broadcast World Cup events.
The World Cup matches in Russia proceeded in an orderly manner. The '618 Shopping Festival' also ushered in a climax. At 0:00 on June 18th, this time happened to be the half-time between the German team and the Mexican team. Many fans stared at the midfield. Take a break to participate in the mall's limited-time spike campaign. Just after 0:00 on June 18th, Tmall will continue its two-week shopping enthusiasm to the climax, fashion, home appliances, digital, sports, home improvement, fresh, food and many other categories. The sales volume keeps rising. In the Jingdong Shopping Mall, the amount of orders for the ten minutes accounted for 80% of the total amount in the whole day.
German team upset to Mexico
On this day, two upsets were uncovered in the green field in Russia. The defending champion Germany lost to the Celtics Mexico. The soccer team Brazil was evened out by the Swiss team. The World Cup was unpopular and the '618 Shopping Festival' was hot. Chaotian, According to official statistics, from 0:00 on June 18 to 24:00 on June 18, the cumulative order amount of Jingdong Platform reached 159.2 billion yuan. From 0:00 to 0:10 on June 18, the cumulative order amount of Jingdong Platform For the 127.5 billion yuan, only 10 minutes of order amount accounted for 80.09% of the single-day amount on the 18th day. Tmall Electric, the mobile phone sales figures soared. Haier, Midea, Xiaomi, Huawei and many other businesses were eager to burst. In 10 minutes, Lenovo’s flagship store surpassed last year’s 618 full-day sales; in 24 minutes, Dajiang’s drone sales increased 500% year-on-year; in 40 minutes, Xiaomi’s flagship store surpassed last year’s trading day on the 18th.
Jingdong Appliance News
Jingdong Mall compared to the Tmall Mall, Jingdong Mall delivery speed is just the sky, thanks to the large-scale application of automation equipment, Jingdong own orders more than 90% achieved on the date of the next day or the next day, so quickly delivery speed Is the other e-commerce platform can not be expected.
618, omni-channel shopping festival
All manufacturers, the mall is facing an upcoming six-month assessment, trying to complete the performance sprint in June, online and offline activities on the full line, thus, hope to promote sales in mid-June to promote activities and the fierce World Cup to increase sales. Increased participation and promotion efforts in online shopping mall activities such as JD.com and Tmall. At the same time, offline stores are paying more attention to 618 shopping festivals. Participating in the boom of midyear promotions, the popularity of 618 shopping festivals has spread to online and offline. .
According to Beijing Zhongyikang statistics, the 618 sales season in 2018 ushered in a good start. In the 22nd week of May 1818 (May 28 to June 3), the online sales of the color TV industry increased by 52.8% year-on-year, and the online multi-brand sales broke out. The retail sales volume of Xiaomi increased by 21.1%, a year-on-year increase of 241.4%. Sony, Skyworth, Hisense, Changhong, Haier, Konka, TCL and other companies all experienced growth in different ranges. The opening of the 618 promotion season drove the color TV market to pick up. At the same time, the prices of some raw materials in the upstream have fallen, so companies are more involved in promotion activities and benefit consumers.
According to Jingdong official data, after 0 a.m. on June 18th, sales of home appliances exceeded 2 billion within 8 minutes; sales of mobile phones broke 10 thousand within 8 seconds, sales exceeded 100 million within 30 seconds; and computer digital sales exceeded 100,000 within one minute. Well-known home appliance brands, Haier, Gree, Oaks all exceeded the 100 million mark in 3 minutes. In just a few minutes, the '618 Shopping Festival' ushered in a climax.
In addition, the popularity of the shopping festival has extended from the online mall to offline stores. Take the data in Beijing as an example. The retail business value of 60 commercial service companies monitored by the Beijing Municipal Commission of Commerce during the three days of the Dragon Boat Festival was 2.67 billion yuan. Renminbi, an increase of 29.2% year-on-year.
Unprecedented Fever in the Mid-2018 Shopping Festival
According to the star map data report, from June 1st to 18th, 2018, sales across the entire network reached 284.47 billion yuan, which was an increase of 85.06% compared to the same period last year of 153.72 billion. In 2018, Jingdong sales ranked first, Cat, split second and third, Suning Tesco, Vipshop, Netease E-Commerce followed.
Star map data
Throughout the shopping festival, the amount of order booked by Jingdong Station has increased by more than 37% year-on-year; from June 1 to June 13, Lynx Online's turnover has exceeded the overall 18-day performance of last year's 618. Only June 18th. One day, the amount of orders placed by the Jingdong shopping platform reached 159.2 billion yuan, which was a nearly 33% increase compared with 119.9 billion yuan in the same period of last year.
The 2018 Mid-year Shopping Festival is different from previous years. The collision between the shopping festival and the World Cup has sparked fierce sparks. The shopping festival's promotional climax coincides with the Dragon Boat Festival holiday. It's easy to watch the shopping and the national shopping enthusiasm is relaxed. Lighting, online store and physical store sales have been unprecedentedly increased.
Today, the '618 Shopping Festival' has spread to the Tmall, Suning, Gome and other online malls, offline stores are gradually paying attention to the big promotion. '618 Shopping Festival' is no longer just the Internet users Shopping spree, it has become an online and offline omni-channel, nationwide shopping carnival. In the future, this annual midyear shopping spree will continue.