Half of 2018 has passed, and many people may not know how many e-commerce festivals will be in one year. For e-commerce operators, if they do not understand the e-commerce festival, they have already failed half of the failure. Therefore, we must fully know which e-commerce festivals so that we can prepare in advance and fight the battle on the e-commerce festival. For example, the e-commerce festival in the middle of the year is 618.
According to a survey by the National Bureau of Statistics e-commerce trading platform, the national e-commerce transaction volume reached 29.16 trillion yuan in 2017, an increase of 11.7% year-on-year. In 2018, global e-commerce retail will continue to grow and be more vigorous. Therefore, if you want to get a share of this growth, e-commerce sellers must firmly grasp the following opportunities:
01 JD Butterfly Festival: March 1-March 9
At the end of February 2014, e-commerce giant JD.com officially announced the launch of the spring promotion "Butterfly Festival", which mainly promotes cosmetic products for female users. JD.com launched a large-scale "women's marketing" at the Women's Day for the first time, directly participating in the marketing competition of spring cosmetics, changing its original image of serving male digital control.
JD Butterfly Festival focuses on beauty and personal care activities, creating personalized promotional activities for "Butterfly Festival" in the form of refunds, discounts, flash sale, etc. The price of explosive products with sales/consumer needs as the core and the absolute advantage of explosive products is also put forward the slogan of "Butterfly Festival, Buy Authentic Products", attracting female users with low price + authentic product strategies.
02 Suning.com Best Friends Festival: It is expected to be from March 1 to March 8
With the development of society, more and more women are independent in their careers and economics. The consumption capacity of this group is increasing day by day, reaching a scale of 100 million, and a unique economic phenomenon - "She Economy". Suning.com has launched the Best Friends Festival to present a gift to the vast "goddess". Suning Yunshang's supermarkets, red kids, department stores, small home appliances and other business departments have all come up with rich activities and products to enable the products of female consumers to purchase one-stop shopping, and to "beauty and fun together" with relatives and friends.
Big data shows that China's consumer market has gradually developed towards high-end, digital and omni-channel, and big brands have become the main direction of consumers' online consumption. Therefore, sellers are advised to consider more high-quality big brands' products when selecting and preparing products.
03 Gome Online's 418th anniversary celebration: It is expected to be from April 16 to April 19
4.18 As the anniversary of Gome Online store, it will vigorously give back to consumers around the digital "418", and a series of activities such as 418 million red envelopes, 10,000 items starting at 4.18 yuan, and department stores starting at 4.18% off. April has entered the peak season for 3C home appliance consumption. Industry insiders believe that this "Double 11" online shopping carnival in the first half of the year initiated by Gome Online will be more in line with the consumer needs of users in the Internet era and better stimulate consumers' enthusiasm for participating in purchasing.
04 Baidu Nuomi 517 Foodie Festival: It is expected to be from May 7 to May 18
517, the Chinese homophonic "I want to eat", represents the inner desire of food lovers for food. Baidu Nuomi.com has a deep insight into the true inner needs of foodies and created the "517 Foodie Festival", a festival that belongs to the majority of food lovers.
Through food discounts, selected dishes flash sale, offline activities and food rankings, etc., combined with the "online + offline" activity model, foodies provide extreme discount prices and authoritative delicious references to gather public opinion.
05 Mother's Day: March 11/May 13 & Father's Day: June 17
Ireland, the United Kingdom and other places celebrate Mother's Day in March, while other countries are in May, which is one of the largest retail festivals in 2018. In 2016, American consumers spent more than $20 billion on Mother’s Day, even higher than Valentine’s Day, and 28.5% of them were purchased online. Compared with Mother's Day, consumption on Father's Day is slightly behind, but it maintains this continuous upward trend. It reached US$15.5 billion in 2017, and more than one-third of consumers are purchasing Father's Day gifts online, which is higher than Mother's Day. Therefore, for e-commerce sellers, Father's Day sales node is as important as Mother's Day.
06 Beibei Mother and Baby Day: It is expected from May 18 to May 22
Beibei.com has created a special Beibei Mother and Baby Festival for mothers. Not only does it have 100 million red envelopes and 10 million yuan worth of hot products sold in half price, it has also become a "Maternal and Baby Dream Workshop", and has appeared in the Mother and Baby Festival special event with thousands of maternal and baby brands, giving out new products and giving discounts. In addition, Internet celebrity hot moms and babies will also appear on Mother and Baby Day, sharing their experiences in changing seasons and the most popular baby outfit tips in summer with 80 million mothers through live broadcast. Emerging marketing models have emerged, and sellers must keep up with the trend and keep up with the times.
07 Tmall 618 Ideal Life Carnival: It is expected from May 25th to June 20th
Speaking of 618, I believe that sellers cannot be unfamiliar with it. The mid-year promotion of the entire network developed from the JD store celebration is a carnival that designs and helps consumers create an ideal life. On the one hand, from the supply side, Tmall has joined hands with the top outstanding brands in various vertical industries to speak out, and on the other hand, from the demand side to create the ultimate shopping experience. During last year's 618, many electrical and digital merchants will create their own "ideal life model room" offline; dozens of electrical and digital/mobile brands will join the Tmall Ideal Life Carnival camp, truly linking online and offline, and "ten thousand stores celebrate together". This also reminds sellers that online marketing alone may not be enough to adapt to the current trend. Only by shifting online products offline, listening to consumer experience face to face, and paying attention to consumer experience can we achieve long-term and sustainable development.
08 US Independence Day: July 4
American consumers will buy some food and drinks this festival. But some retailers will cut prices significantly at this time to clear up stocks stocked in spring and summer, and some early back-school shoppers will also start buying back-school supplies from this time. Foreign trade merchants also need to pay special attention to this critical point and must not miss business opportunities.
09 Vipshop Coquettish Festival: It is expected to be from August 1st to August 16th
The theme of Vipshop's Coquettish Festival is "I am the most coquettish in August". It encourages female users to "act coquettish" to earn good interpersonal and pamper, act coquettish to their lovers, act coquettish to their best friends, act coquettish to themselves, and act coquettish to their red envelopes. The promotional model of "I will pay for you if you act coquettishly". This time, Vipshop's coquettish festival created by women in depth is the sign of vertical women's fashion e-commerce entering the transition from extensive to refined.
The Vipshop Coquettish Festival activity cycle is as follows, so you can understand the rhythm and layout in advance:
Preheating period from August 1st to August 7th: Brand collection, brand launch, grab red envelopes, and grab attention;
August 08-August 13: Special activities, seize the promotional page, attracting attention;
August 14th to August 16th climax: International products, well-known brands, and hot-selling brands gather together, and PC and mobile screens are working together.
10 Halloween: October 31
In 2017, the average American planned to spend $169.81 on Halloween, mainly buying clothing, candy, and decorations. And consumers are more inclined to search for holiday clothing online, and more than one-third will start doing clothing homework in September or earlier, so it is not too early to start stocking Halloween selections in September.
11 Tmall Double 11 Shopping Carnival: November 11
Finally, we talked about Double 11. This is not only a day that all consumers but also all sellers are looking forward to, because the store sales on this day are likely to exceed all sales over the past year. Since Tmall’s first 1111 Shopping Festival in 2009, this day of each year has become a veritable national shopping feast. In recent years, Double Eleven has become an annual event in China's e-commerce industry and has gradually affected the international e-commerce industry.
The 1111 Shopping Carnival is a signal of China's economic transformation and a battle between the new marketing model and the traditional marketing model. Every year on Double 11, different creative events will emerge, and I look forward to different surprises this year.
12 Thanksgiving/Black Friday/Cyber Shopping Monday: November 22-November 26
Because the time is very close, it is just one point. These three points of time have set off the climax of the peak season of cross-border e-commerce. Take Thanksgiving Day 2017. According to NRF data, more than 174 million Americans shop in stores and online, and one-third of consumers only shop online, and it goes without saying how popular online shopping Monday and Black Friday are. Cross-border sellers, the stage is ready, please play freely.
13 Double Twelve Shopping Carnival: December 12
Following the great success of the "Double Eleven Shopping Carnival", the e-commerce website launched December 12 as a continuation of the online shopping feast of "the whole nation's crazy robbery". Compared with the Tmall platform targeted by "Double Eleven", "Double Twelve" is mainly targeted at Taobao merchants. Maintaining the balance between Tmall and Taobao traffic will have some means to help Taobao sellers attract traffic and promote it, and at the same time it can also help increase the number of attention and transaction volume.
14 Christmas: December 25
Although there is a good discount during the cross-border peak season in November, it does not mean that the demand for Christmas is completely diluted. On the contrary, maybe there will be good performance. According to NRF analysis, only 12% of consumers completed holiday shopping before December 12, and 53% planned to shop on the last Saturday before Christmas, December 23. It cannot be ignored that more than half of last-minute shoppers plan to buy holiday gifts online.
Therefore, sellers should not take it for granted, because in the last minute, sales data cannot be determined, and every node is of great importance.
After seeing so many e-commerce nodes, everyone should be dazzled. However, if you want to have a breakthrough development in 2018, early planning is extremely important. Steady and steady progress are the essence of e-commerce operations.
EN
CN
