#Laogao E-commerce Newsletter# [May 7 E-commerce Morning News]

Morning information: 618 Tmall store broadcast requires a 100% marking rate for hot products; Douyin internal testing of the new entry product pages exceeds the live streaming sales; Taobao released the overall rhythm of Taobao Live 618 in 2022; AliExpress set up a special service hotline for Shandong cross-border merchants; JD International launched the "authentic identification" service...

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E-commerce newsletter

1. 618 Tmall store broadcast requires a 100% marking rate for popular products

According to May 6, today's 2022 Taobao Live 618 online lecture was held. Among them, Kandian Service was listed as a necessary investment project for merchants this year. Kandian is a short video service for product introduction launched by Taobao Live in 2021. The anchor can directly mark product introduction clips to associate products and keywords during the live broadcast. The highlight video after marking will appear in user search and recommendation results. This year, Taobao Live 618 clearly requires that the highlights of popular products in the store must be 100%, that is, all the popular products in the Baby Pocket must be marked with highlights and updated in real time. (E-commerce News)

2. Douyin internal test "Mall" new entry product pages exceed the live streaming and selling goods

According to May 7, recently, when some users opened Douyin, they found that the short video of Waterfall has been transformed into a mall page similar to Taobao and Pinduoduo. According to China Business News, this function under grayscale testing can only be seen in some domestic areas. A specific group of people has been selected for trial use. The number of trial users will be gradually expanded from now on in order to promptly discover and correct the problems. It is understood that the new version of Douyin will add a "Mall" button to the bottom navigation bar. From the perspective of functional experience, Douyin's "Mall" has already opened up the operation process from selecting goods to placing orders. (E-commerce News)

3、唯品会股权曝光：沈亚持股12.9% 腾讯持股9.8% 京东减持

5月6日消息，唯品会日前向SEC递交20-F文件。文件数据显示，截至2022年3月31日，创始人、CEO沈亚持股12.9%，为大股东；唯品会联合创始人洪晓波持股7.6%。同时，腾讯持股9.8%，为第二大股东；京东持股为6.5%，降为第四大股东，Harris Associates持股为5.9%。对比这两年的数据，沈亚、腾讯、洪晓波持股比例均有所提升，而京东在过去一年中进行了减持，持股下降了0.8%个百分点。（电商报）

4. Tmall released the "2022 May Day Consumption Trend Report" and the sales of Tianmu Tent increased by more than 2100%.

According to the news on May 6, according to the world's online business, Tmall released the "2022 May Day Consumption Trend Report" today. The report shows that from April 20 to May 4, consumption in camping increased, among which the sales of Tianmu Tent on Tmall increased by more than 2,100% year-on-year. Sales of Tmall children's skateboards increased by nearly twice year-on-year, and bicycles increased by more than 100% year-on-year. In terms of male consumption, during the May Day holiday, men's essence, facial cleanser, and hair removal cream maintained a three-digit growth, and the growth rate of eye masks, hair sprays, and moisturizing sprays even exceeded 10 times. (E-commerce News)

5. Taobao releases the overall rhythm of Taobao Live 618 in 2022

According to May 6, Taobao recently officially released the overall rhythm of Taobao Live 618 in 2022. At the same time, Taobao also released the schedule of the 618 pre-sale grass planting conference: from May 21 to May 25, we will buy CP fancy grass planting/5.26 water storage event and the "Super Pre-sale Ceremony" on May 27 will start the pre-sale of the big promotion. It is worth noting that this year, Taobao Live 618's live broadcast large-value coupons and full red envelope rain have been changed to early registration to lock inventory rights quotas. (E-commerce News)

Internet news

6. During the May Day holiday, orders in Installment Le Mall increased by 39%

In addition, data from Fenqile Mall also show that in the past two weeks, sales of home fitness products have increased significantly, with consumers born after 1995 accounting for more than 90%. What they are most keen on buying are some "new species" that combine entertainment and sports, such as somatosensory dancing blankets, smart fitness mirrors, and Switch gaming consoles that combine a variety of fitness games. It is worth noting that during the event, mobile phone sales in Fenqile Mall were also very popular. From May 1st to 5th, the mall's mobile phone transaction volume increased by 31% month-on-month, and sales increased by 27%. (E-commerce News)

7. Xiaohongshu launched the "Community Business Convention"

According to May 6, Xiaohongshu recently systematically expressed the community's business normative propositions for the first time, advocating brands and merchants to practice the values ​​of "sincere operation and attentive creation", carry out creative business activities, and achieve the success of "commercial and win-win cooperation between business and community". The "Community Business Convention" shows that Xiaohongshu clarifies the rights and responsibilities of merchants and brands from multiple aspects such as protecting creative assets, operating through professional accounts to gain platform empowerment, and opposing "false grass planting". (E-commerce News)

Cross-border information

8. AliExpress sets up a special service hotline for cross-border merchants in Shandong

On May 6, the local cross-border platform AliExpress has continued to increase its investment in Shandong recently. After opening the Qingdao Merchant Operation Service Center, it has set up a special service hotline for Shandong cross-border merchants to answer questions for merchants. It is understood that AEMall is a growth plan specially provided by AliExpress this year for high-quality cross-border merchants in China. The newly opened Shandong cross-border merchant service hotline can meet the consulting needs of Shandong merchants for AEMall. Merchants can search for public groups through DingTalk APP to find AliExpress staff to consult related questions. (E-commerce News)

9. MarketplacePulse: SHEIN tops the list of downloads in all categories in the US iPhone App Store

According to May 6, MarketplacePulse recently released data showing that on May 3, SHEIN topped the list of downloads in all application categories in the US iPhone App Store. It is currently the largest downloaded app in the United States, surpassing TikTok, Instagram and Twitter, and far ahead of Amazon. Shein is understood to be the largest digital-only clothing retailer, and according to Bloomberg, Shein is currently negotiating a $100 billion valuation financing, which will exceed the combined H&M and Zara. In May 2021, Shein topped the shopping category for the first time and the second most popular shopping app in the world in 2021. It is worth noting that Shein's network traffic is second only to Macy among American clothing retailers. (E-commerce News)

10. JD International launches “authentic identification” service

According to May 6, today, JD International officially launched the "authentic identification" service. All products that enjoy JD International’s “authentic identification” service will be directly identified by an appraiser team from the above-mentioned authoritative identification agency after entering the warehouse. Only products that have been confirmed to be authentic can be put on the shelves for sale. In addition, JD International has also cooperated with insurance companies to launch "authentic protection insurance". If the products enjoying this service are indeed inconsistent with the authentic products, the insurance company will make claims against consumers. (E-commerce News)