The first quarter of 2017 was the first time that JD.com achieved full profit after years of losses, which made Liu Qiangdong, who had always been under the hat of "bloody management", breathed a sigh of relief. Some things that he wanted to do in the past but had not yet been able to do for the time being, such as making JD.com's 618th anniversary a shopping festival comparable to "Double 11". JD.com is very clear that relying solely on its own, it is unlikely to achieve "618" to the level of "Double 11" in the short term, but it can mobilize the whole country, online and offline to participate, at least to achieve such an effect in public opinion and momentum.
Finally, JD.com proposed a new concept: "National Mid-Year Shopping Festival", which advocates that after half a year of busyness, stop, take a breath, adjust, and build better momentum for the second half of the year. Whether it is the different test questions written on the front page of newspapers in various places with "618" as the answer, or the posters that flood the screen at subway stations and bus stations, and the first screen implantation of major APPs, JD.com is forcing this concept of mid-year shopping festival. Not only that, JD.com also announced that it promised to always open the right to use the 618 trademark to the public for free.
As for Tmall's strong entry this year, it is an accident for both sides. According to insiders, Tmall's idea of positioning "618" as the mid-year National Shopping Festival was only two weeks before the launch of the big promotion. Tmall found from user surveys that consumers are not very correlated with "618" and JD.com, far less than Tmall and Double 11.Strong binding. Since that's the case, Chairman Zhang Yong spoke, "We have such sufficient funds and merchant resources, why not do a big fight?"
If you want to comment on whether JD.com opens 618 authorization, is it a trick or a bad move, it depends on whether the purpose of JD.com opening has been achieved. In this regard, Cao Lei, director of the China E-Commerce Research Center, commented that there is still a certain gap between "618" and "Double 11". There are both factors that have the influence of the leader and the factors that have the precipitation of festival time. However, the "618" promotion is developing rapidly, and with Tmall's active participation this year, the momentum is gradually forcing "Double 11", which is a trend of becoming China's second largest shopping festival.
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