618 is coming soon! 30 million red envelope rain, buy and return to Lock... Tao Doujing's gameplay has been upgraded again!

618 in 2022 seems to be coming earlier than before, especially for Shanghai, when the Chinese New Year begins directly. In the current situation of epidemic prevention and control in many places, what will happen to this year's 618? What different ways of playing have been given by various e-commerce platforms? Let’s have a sneak peek together!

TikTok: Red envelope strategy for e-commerce beginners

When it comes to e-commerce, Douyin is definitely a novice, but he is not shy and is very active in participating in the 618 promotion.

At the end of April, Douyin launched the 618 Good Things Festival. As a medium-to-large marketing event for Douyin e-commerce in the year, it provides a large amount of subsidies, subsidizes users through red envelopes on the entire platform, throughout the event and participates by the whole people.

The activity rhythm of the Douyin 618 Good Things Festival is divided into four stages. The first stage is May 25-May 30, which is also the industry's jump-start period. The second stage is the official period from June 1-June 10, the third stage is the sprint period from June 12-June 15, and the fourth stage is the explosion period from June 16-June 18.

The most valuable gameplay of Douyin 618 can be said to be red envelopes, and all kinds of red envelopes are constantly being grabbed. It is said that during this 618 Good Goods Festival, Douyin 618 red envelope collection activities will continue every day.

There are three types of red envelopes: three benefits: grabbing red envelopes in the live broadcast room, signing in to receive red envelopes, and red envelope rain in Douyin Mall. Douyin uses subsidies to stimulate consumers' desire to place orders, increase consumers' order ratio, and increase consumers' order speed.

In addition to red envelopes, Douyin 618's marketing methods include attracting new stores and pan-mall rights. New recruitment is mainly a limited-time subsidy gift for new shops. It is aimed at new customers who place orders for the first time in some stores, and is given subsidies to help merchants achieve the goal of increasing their shops and attracting new shops during the big promotion.

Pan-mall rights refer to products that successfully register for the Douyin 618 Good Products Festival event. You can get free access to the official atmosphere layout of the store page, search result page and product details page, and 618 exclusive live broadcast atmosphere materials to attract consumers' visual stay and purchase attention.

Douyin is an interest e-commerce company and starts with content, so it will deeply connect products and content, and use high-quality short videos to ensure the completion rate and click-through rate of short videos, so as to attract consumers' interest and purchase intentions with content.

JD.com: Give three reductions and three advantages

Affected by the epidemic, large, medium and small businesses have some impacts, but the degree is different. So how can this 618 help merchants to help them solve the situation? JD.com has made a move - released 30 "three reductions and three optimizations" merchant support measures to help merchants break through the growth dilemma of the epidemic.

The so-called three reductions and three optimizations refer to "reduce costs, reduce assessments, reduce risks, optimize rules, optimize efficiency, and optimize services". JD.com hopes to help merchants solve problems, but also create its own new ecosystem.

It is understood that JD.com's 618 promotion has set five rhythms, April 26-May 18 is the registration period, April 20-May 22 is the grass planting period, May 23-May 31 is the pre-sale period, June 1-June 17 is the start, and June 18 is the climax period of the promotion.

This time at 618, JD.com also provides a variety of marketing methods, such as upgrading the gameplay of cross-store full discounts. Consumers do not need to receive coupons separately. They can directly participate in full discounts when checking in the shopping cart interface. At the same time, in order to effectively target private domain operations, JD.com has added a green marketing gameplay and built a green product pool, including green food, organic food, new energy vehicles and other products.

In terms of pre-sales, JD.com has also launched the gameplay of "buy back and lock customers". After consumers pay an order during the pre-sale final period, a good start and other nodes, the platform will return large amounts of cross-category coupons or payment coupons to help merchants improve repurchase.

Not long ago, JD.com started to revise the home page internally, and will cancel the focus map of the home page. The waterfall information section of the home page will be moved upward, and the revised JD.com home page content will be more inclined to be short-video. I wonder what achievements JD will have in live short videos this year?

It is said that during the 618th year last year, about 300 celebrities and more than 600 brand presidents entered JD's live broadcast room. Let’s wait and see together this year!

Taobao + Tmall: Red envelope rain, sharing 30 million

On May 6, Alibaba officially released the overall rhythm of Taobao Live 618 in 2022. Unlike in the past, many services on Taobao 618 this year need to be registered in advance, such as live broadcast large coupons, full red envelope rain, live broadcast personality and IP, and pre-sale beloved officials, etc. These cannot be set up in the background.

The pace of this activity is divided into seven stages. The first stage is the investment promotion period, which starts from May 10 to May 20; the second stage is the pre-sale grass planting period, from 8 pm on May 21 to May 25; the third stage is the pre-sale period, from 8 pm on May 26 to May 31; the fourth stage is the good start, from 8 pm on May 31 to June 3; the fifth stage is the category day, from June 4 to June 13; the sixth stage is the warm-up period, from June 14 to June 15; the seventh stage is the carnival period, from 8 pm on June 15 to June 20.

Taobao will have different benefits for every different time period. From May 29 to June 2, from June 13 to June 18, Taobao will issue shopping allowances for every 300 yuan, with a purchase allowance of 30 billion yuan, with a purchase of 30 billion yuan across stores, with a purchase of no cap.

6.1 During the carnival period and the carnival sprint stage, there will be 10,000 coupons issued at the same time, and 50,000 coupons will be obtained to give consumers more benefits. In addition, there are discounts for the first N pieces, and 50% off for the big brand hit products. From June 3 to June 12, June 16 to June 18, the red envelope grabbing rain event will be divided into 30 million red envelopes, and APP users can also participate.

Tmall's 618 officially started warm-up at 14:00 on May 24, and the deposit can be paid by 8:00 pm. The pre-sale of the goods will start at 0:00 on May 24, and will be officially sold at 0:00 on June 1, and will continue until June 20.

This time, Tmall 618 will distribute 10 billion consumption coupons and subsidies. There are 9 countries, 50 business districts, 300 stars, and more than 600 presidents who have conducted live broadcasts on Taobao. It is said that this year's Tmall 618 will be the largest Tmall 618 in history.

It is said that this time Tmall 618 also listed highlight service as a project that merchants 618 must invest in 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 mark video after marking will show more and appear in user search and recommendation results.

Conclusion

For e-commerce people, there are two major festivals a year. Apart from Double 11, it is 618, and for consumers, they are also two activities with the greatest discounts. Faced with the upcoming 618, major platforms have also shown their greatest sincerity to help merchants get out of the dilemma caused by the epidemic. I hope that e-commerce sellers can sell 618 this year with good results.