The "6.18" Revelation Behind Sales: The First Official Test of New Retail

　　#Laogao E-commerce Information# In the more than ten years of rapid development of China's e-commerce industry, " 6·18 " has been around every year, but this year is particularly different. On June 18, this year's "6.18" mid-year promotion entered its climax. Not only JD.com, but also the full participation of mainstream e-commerce platforms including Tmall, Suning.com, Gome Plus, Amazon China, etc., has made this feast a veritable national carnival. While major e-commerce platforms are holding concession promotions, we can also see that behind the hot promotions is the deep-seated competition among major e-commerce platforms.

　　"6.18" was originally just a day for JD store celebration, but now it has become a mid-year carnival feast for the entire e-commerce and even the retail industry. Just like Alibaba Group CEO Zhang Yong was feeling when he was welcoming "Double 11", JD Group CEO Liu Qiangdong was also extremely excited when facing this festival that had existed since JD was founded. At 1 a.m. on June 18, Liu Qiangdong took the lead in today's headlines to disclose JD.com's battle report: "Sales in the first hour increased by nearly 250% year-on-year!" As of 15:00 on June 18, during the JD.com's "6.18" Mid-Year Shopping Festival, which began on June 1, the cumulative order amount of JD.com Mall has exceeded 110 billion yuan.

　　JD.com is not the only one who disclosed its results on June 18th. According to data released by Alibaba, just 7 minutes after 0:00 on June 18, Tmall International's transaction volume exceeded 100 million yuan; in 10 minutes, Tmall clothing overall transaction volume exceeded 1 billion yuan; half an hour after the opening, Tmall fast-moving consumer goods sales increased by 378% year-on-year, of which Tmall supermarkets increased by 13 times year-on-year. Gome also released sales. Official data from Gome Plus showed that as of 12:00 on June 18, Gome Plus's transaction volume increased by 365% year-on-year, and mobile order volume accounted for more than 78%.

　　Sales are the most intuitive manifestation of whether e-commerce platforms are recognized by consumers, and the fuse that triggers consumers' concentration on online shopping at this time node is the concession promotion of e-commerce platforms. For consumers, the most intuitive feeling of a lively "6.18" mid-year promotion is nothing more than overwhelming discounted products, a wide range of coupons and various promotional gameplay, but behind it is the deep-seated competition between e-commerce platforms.

　　Just in early June, a rumor that JD.com locked down the merchant’s backend and Tmall was accused of requiring merchants to take sides circulated in the industry. On June 18, Tang Dafeng, founder of Liebo Company, said on Weibo that because JD locked Liebo flagship store including inventory, price, page and other functions, it proposed to temporarily close JD flagship store. The swords and shadows of competition among peers can be seen everywhere.

　　Some analysts said that unlike the price war techniques commonly used in the early development of e-commerce, with the advent of the era of consumption upgrading and the consideration of the healthy development of the company by listed companies, the current market competition relies more on the added value that the platform can provide to brand merchants. From providing user profile guidance, the efficiency improvement brought by "black technologies" such as robots and smart logistics, and even the omni-channel marketing promoted by online and offline data opening, whoever can gain better merchant resources and whoever can negotiate a more suitable retail price will have an advantage in the market competition.

　　This year's "6.18" is a milestone because it has truly become a mid-year feast with national carnival and industry participation. In fact, as early as 2012, Tmall announced that it would recreate the "618 Carnival" in addition to the " Double 11 " promotion. This was also regarded as a positive challenge with the JD store's anniversary, but the response at that time was far less intense than today. In the view of industry insiders, the current e-commerce industry has truly reached a new competition point. In a sense, this year's mid-year promotion is not only the first head-on confrontation between Alibaba and JD.com this year, but also the first official test of China's " new retail ".

Thank you for your attention and support to Laogao Crown Club . Please indicate the source of the reprinting website www.shxuanming.net

 Click to register to apply to join the well-known e-commerce network - Laogao Crown Club. Any merchants from all over the country, Tmall merchants, Taobao Crown Stores, Jinguan Stores, and other e-commerce platform merchants can apply to join!