Consumer market continues to recover, "618" shopping festival e-commerce platform welcomes a successful start

Our reporter Cao WeixinThe annual "618" e-commerce shopping festival has arrived. From the first round of battle reports, major e-commerce platforms and brands have achieved impressive results, accelerating the release of consumption potential

Our reporter Cao Weixin

The annual "618" e-commerce shopping festival has arrived. From the first round of battle reports, major e-commerce platforms and brands have achieved impressive results, accelerating the release of consumption potential.

On June 1st, Suning E-commerce released the "618 Consumers" big data, which showed that during the first round of "618" outbreak, Suning E-commerce's national store passenger flow increased by 147% year-on-year, the "one-stop consumption" order volume of home appliances increased by 132% year-on-year, and the sales of high-quality home appliances worth over 10000 yuan increased by 103% year-on-year. The one-stop exchange of old for new orders for home appliance digital has increased by 78% year-on-year.

At 20:00 on May 31st, Taobao Tmall "618" officially opened. Data shows that between 20:00 and 24:00 on May 31st, within 4 hours of the opening of Taobao Tmall "618", sales of 84 fresh food categories such as water milk, functional candy, light snacks, student milk powder, sparkling wine, and champagne quickly exceeded last year's full day, and the transaction volume of 122 brand live streaming rooms increased by 100% compared to the same period.

According to the "618" battle report released by NetEase Yanxuan, as of 24:00 on May 31, 2023, the "618" flagship store of NetEase Yanxuan had a successful debut, with sales on the Tmall platform increasing by 100% year-on-year.

From the first round of the '618' battle report, it can be seen that the purchasing enthusiasm shown by consumers has been quite exciting in the market. This year's' 618 'has shown several characteristics: firstly, the promotion time is longer than before; secondly, cross-border cooperation and marketing methods are more abundant, and live streaming has become an important means for major e-commerce platforms; thirdly, e-commerce platforms and brand manufacturers have strengthened their efforts in teaming up and socializing related e-commerce models, especially It demonstrates unprecedented enthusiasm in interacting with consumers. In addition, from a consumer perspective, there is a higher demand for the quality of '618' products, and the overall growth rate of high priced products is significant Zhang Yi, CEO of iMedia Consulting, stated in an interview with a reporter from Securities Daily.

The relevant person in charge of Suning Yigou stated in an interview with a reporter from Securities Daily: This year '618', we jointly launched a free trial and other promotional activities for millions of home appliances with top home appliance brands, hoping to provide consumers with better products and lower prices. In terms of consumer shopping experience, we have opened 550 new stores to allow consumers to purchase at the stores while also enjoying discounts such as double pre storage. In terms of service, we aim to create a product with high delivery standards, fast delivery time, guaranteed prices, and more convenient after-sales service Shopping experience

From the perspective of overall quality, e-commerce shopping used to meet the most basic consumer needs, but this year consumers have a strong demand for intelligent home appliances and other products. Major brands and e-commerce platforms need to further work on product iteration, innovation, and other aspects. "Zhang Yi suggested.

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