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 than 10 times year-on-year, while sales in categories such as perfume, makeup, sports and outdoor, and men's clothing all increased by more than 3 times year-on-year.

Among them, perfume and makeup increased by 321% year-on-year, sports outdoor products increased by 662% year-on-year, men's clothing increased by 397% year-on-year, and kitchenware increased by 115% year-on-year. In the fresh food category, durian sales increased by 199% year-on-year, mangosteen increased by 251% year-on-year, and processed aquatic products increased by 101% year-on-year.

Judging from the transaction data, based on the results in the past five years, JD 618 grew by 32.8% in 2018, 26.6% in 2019, 33.6% in 2020, 27.7% in 2021, and only 10.3% this year.

Although the growth rate of JD.com 618 has declined, it has become stable overall. JD.com’s new CEO Xu Lei said that this year’s 618 is the most difficult time for JD.com, which is not perfect, but is very satisfied.

TikTok: The number of e-commerce merchants increased by 159% year-on-year

After more than two years of accumulation, Douyin has become a popular bun in the eyes of merchants with nearly 700 million daily active users. The "disappearance" and "exit" of top anchors such as Weiya, Li Jiaqi, Sydney, and Luo Yonghao, a large wave of traffic directly overflowed, and came to Douyin from Taobao.

On the first day of Tmall 618 pre-sale this year, the top 10 live broadcasters had a total of 240 million views, while the combined appearance of Viya and Li Jiaqi in Double 11 in 2020 reached 500 million views. Some of this traffic was distributed to other mid-level anchors, while some were flowing into Douyin.

On June 19, Douyin E-commerce released the data of the "2022 Douyin 618 Good Things Festival":

Compared with the total live broadcast duration of 28.52 million hours last year, Douyin e-commerce hit a new high this year.

Pinduoduo: Multiple categories double growth

Like Tmall, Pinduoduo also chose to be low-key and did not disclose specific record data.

In the 618 battle report released by Pinduoduo, there are only transaction data for some categories. Since its launch on May 23, the 618 record of Pinduoduo home appliance brand has reached a new high:

The sales scale of the entire category increased by 103% year-on-year, achieving double growth;

The daily chemical category doubled year-on-year, and Unileverland's top 1 category;

Sales volume in all categories of beauty products increased by 122% year-on-year, with Perchoicon's top beauty products;

The platform mobile phone category continued to maintain a strong momentum during the 618 period, with sales in the whole category increasing by 148% year-on-year and order volume increasing by 118% year-on-year.

The person in charge of the Pinduoduo 618 promotion said that during this year's 618, the enthusiasm and intensity of domestic and foreign home appliance brands to participate in the platform promotion were unprecedented. The number of brand official flagship stores alone increased by 182% year-on-year, and the number of products also increased by 264% year-on-year.

Conclusion

Perhaps 618, which has entered the 19th year, has become weak because the market space is close to saturation. After all, people's pursuit of material things has a ceiling. The great abundance of material things is from nothing to something, and then from something to something to the best. Today's consumer market has entered the stage of from something to the best, and naturally there will be no crazy growth rate at this stage.

The reason why Douyin has become a dark horse is not only because the times have created the rise of live e-commerce, but also the departure of the four live broadcast kings of Weiya, Li Jiaqi, Simba and Luo Yonghao. These top stars occupy the attention of a large number of users. When they are gone, New Oriental anchors became popular before 618, and almost all people on the Internet came to Douyin and were "welded to death" by Dong Yuhui in the live broadcast room of New Oriental, paying for the talents and skills of these anchors.

Some industry insiders judged that the overall growth of more than 13% of the entire network transactions is not negative, and the three major anchors are absent from Taobao live broadcasts. The growth of Doukuai E-commerce this year should be much higher than 124%. Overall, live streaming is the only growth highlight, traditional e-commerce has zero growth, JD.com has a deep moat and has not been impacted by live streaming for the time being. Douyin Kuaishou live streaming e-commerce is indeed eating up Alibaba's stock market.