40.45 million hours! After the four major e-commerce anchors "disappeared", the most difficult 618 in history actually made a dark horse!

This year's 618 is the 19th year, and the 618, which has entered the "adulthood", is the most difficult 618 in history.

Difficulty is everyone’s general perception of this year’s 618!

Unlike in the past, this year's 618 promotion has abandoned the complex operational gameplay and returned to the essence of online shopping. Under the influence of the epidemic, how are the results of various e-commerce platforms this year's 618? Let's take a look.

Tmall: Continuing last year's transaction volume is not announced

This year, 618 is the first major promotion in Taobao and Tmall integration in half a year, but until today, June 23, Alibaba has not released the actual data of 618. In existing media reports, most of them mentioned that they achieved positive year-on-year growth in retail sales of 618.

This is the information in a thank-you letter issued by Dai Shan, the general manager of Tmall 618 project, to merchants in the early morning of June 21. She said that this year 618 is very successful, but it is unknown what the so-called successful data is.

Although there is no positive transaction data, there are some side data. The number of brand merchants participating in this event exceeded 260,000, the number of brands with transaction volume exceeding 100 million has reached 279, the number of small and medium-sized sellers with transaction growth rate exceeding 100%, and nearly 100 single products have transaction volumes of over 100 million, more than 2,300 single products have transaction volumes of over 10 million, and more than 30,000 single products have transaction volumes of over one million.

Since the rise of live streaming sales in 2020, live streaming in every major promotion has been the top priority. This year, 618, the number of Taobao live broadcast accounts increased by 12.4% year-on-year, 32 live broadcast rooms with transaction volume of over 10 million, and 434 live broadcast rooms with transaction volume of over 10 million, while KA anchor transactions increased by 63% year-on-year, and store broadcast transactions increased by 22% year-on-year.

From these related data, we can see that perhaps Tmall 618 is not that bad this year. Earlier, Dai Shan said that Tmall 618 has two main goals this year, one is to make consumers happy, and the other is to make merchants have a bright future in doing business, simpler and longer-term.

In a letter of thank you sent to the merchant a few days ago, Dai Shan reviewed the efforts of the merchants during the promotion and said that doing meaningful things with a group of people who do not give up easily is an interesting life.

Perhaps Tmall, which has achieved two major goals, feels that the transaction volume is not that important, and the data is just a result of achieving the main goals.

JD.com: The cumulative order amount exceeds 379.3 billion yuan

Unlike Tmall, JD.com chose to disclose its 618 transaction data. After all, this is a big promotional festival created by its own incubation box.

On June 19, JD.com released data that from 20:00 on May 31 to 23:59 on June 18, the cumulative order amount of JD.com 618 in 2022 exceeded 379.3 billion yuan , a new high this year compared with 343.8 billion yuan last year.

From the perspective of specific categories, JD.com's sales in home appliances category increased by more t