The 618 e-commerce promotion has finally passed. JD.com released data the day before yesterday that the total sales during the 618 period reached 119.9 billion. This result is infinitely close to the 120.7 billion record of Cat on Double Eleven last year. It can be said that Tmall suffered a big defeat in this 618, which was so scared that it didn't even dare to announce its own sales!
Just after JD.com announced its sales, Tmall was dissatisfied and claimed through various channels that JD.com's sales of 618 sold 119.9 billion in 18 days, while Tmall sold 120.7 billion in one day in Double Eleven. The size of the two companies is incomparable! The people who were talking about it were stunned. According to this statement, Tmall’s size should be 18 times that of JD.com! Isn't this a joke?
Tmall’s Double Eleven sales were indeed completed within one day, but those who are familiar with the e-commerce promotions know that this sales require accumulating purchases for one month before and after Double Eleven. In other words, there was almost no trading volume in the first and second half of Double Eleven. For example, most people should have a colleague or relative who buys a lot of laundry detergent, shampoo, and tissues every Double Eleven 618. Consumers often stop buying in the first half of this promotion and wait for the price reduction, and also consume plans that may arise in the next few months. This is also the reason why netizens ridiculed themselves for "eating dirt after Double Eleven".
Therefore, no matter Double Eleven or 618, it is a behavior that accumulates consumption and breaks out over a period of time. Whether it is 1 day or 18 days, there is no essential difference between the two. Then why does JD.com extend the 618 store celebration promotion to 18 days? Because the outbreak of express logistics brought about by the big promotion will lead to extremely poor consumer logistics experience! Therefore, JD.com has extended 618 to 18 days in order to reduce the pressure on logistics so that consumers can enjoy low prices while ensuring the experience of receiving goods!
Moreover, the data on Tmall’s Double Eleven is not just the sales of a platform. Taking the 120.7 billion yuan of Double Eleven in 2016 as an example, this number also adds data from all Alibaba’s platforms such as Taobao, Xianyu, and Alibaba Travel. In 2016, Alibaba’s entire GMV was 378 million, and Tmall accounted for 43%. Although Tmall’s sales must be the big hit during Double Eleven, the sales of Taobao, Xianyu, and Alibaba Travel will also account for a large proportion, and JD’s No. 1 store is much worse than Yixun. Therefore, JD.com's sales on this 618 have far exceeded Tmall on last year's Double Eleven!
Those who say that Tmall’s sales overwhelmed JD.com on Double Eleven, the editor thinks that either they were too ambitious or they were fooled by Jack Ma!
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