Evening News: Kuaishou e-commerce was exposed to grayscale testing of independent "mall" sector; 2022 Douyin 921 Good Goods Festival investment rules: Merchants can obtain traffic support; Ele.me and Douyin reached a cooperation: Explore a new service model of "see, click and get"; TikTok Shop cooperated with clothing brand NOWRAIN to create the first cross-border super brand day; during Amazon Prime Day, Nebula Brands' single brand sales on the site increased by 20 times year-on-year...
Lao Gao provides everyone with the latest and most valuable Internet and e-commerce information every day.
E-commerce newsletter
1. Lego Education officially settled in Tmall and JD platforms, opening up online shopping channels in China for the first time
On August 19, on August 18, LEGO Education officially entered the Tmall and JD platforms, opening up online shopping channels in China for the first time, providing children with STEAM learning products and solutions. The flagship stores of the two major online brands will launch a full series of LEGO Education products, covering all stages of children's growth, and providing children with appropriate and diverse learning solutions at different stages. Gradually expand and deepen the STEAM knowledge and skills that children need to master, and cultivate future-oriented skills that children need in different development directions such as programming, science and technology, engineering, and social emotions. The flagship store is operated by Lego Education dealer Shanghai Pukang Industrial Co., Ltd. (E-commerce News)
2. Kuaishou e-commerce has been exposed to grayscale testing of independent "mall" section
According to reports on August 19, after Douyin e-commerce, Kuaishou e-commerce has also independent of the mall and placed it on the top tab, but it is still under small-scale testing. The industry insider said. It is worth mentioning that just recently, a media broke the news that Douyin announced that some of its mid-level businesses will be handed over to the Douyin e-commerce service provider team, and the industry operations of Douyin e-commerce will be divided into two business lines, namely content business and shelf business. In the future, Douyin e-commerce will mainly engage in malls and brands. (E-commerce News)
3. Suning.com 818 full-process battle report: Purchase orders for home appliance packages above 10,000 yuan increased by 62% year-on-year
According to August 19, Suning.com released the full report of the 818 Shopping Festival today. Suning.com 818 home appliance consumption trend report shows that Suning.com's purchase orders for home appliance packages with more than 10,000 yuan increased by 62% year-on-year. During the 818 period, Suning.com's purchase package saved an average of 628 yuan per customer. During the 818 period, sales of new first-level energy-efficient air conditioners increased by 93% year-on-year; purchase of air conditioners increased by 78%; sales of cabinet-mounted packages increased by 2.2 times year-on-year; sales of large-capacity smart fresh-keeping refrigerators above 600 liters increased by 77% year-on-year, and Rongsheng, Haier and Meiling accounted for the top three refrigerator sales. (E-commerce News)
4. 2022 Douyin 921 Good Products Festival Investment Rules: Merchants can obtain traffic support
According to August 19, Douyin E-commerce recently released the "2022 Douyin 921 Good Products Festival Activities Investment Rules". This event is themed "Understanding What You Love" to create a unique event for Douyin e-commerce. During the event, a variety of benefits and subsidies such as shopping red envelopes on the entire platform, event exclusive coupons and other benefits and subsidies will be distributed; high-quality content recommendations: explore and create emerging, high-quality short videos or live broadcast room content.
The gameplay of this event includes: pre-sale of Douyin Mall, cross-store discounts, good product live broadcast room, peak mission competition, national mission competition, short video mission, new mission competition, 921 store racing list, etc. Taking the pre-sale gameplay of Douyin Mall as an example, the platform creates a pre-sale deposit inflation gameplay, and provides deposit inflation rights on the homepage of Douyin Mall, product details page, live room product cards, etc., to help merchants lock in users in advance. Merchants improve product information when registering for pre-sale investment and fill in the amount that can be expanded by the deposit, of which the expansion part shall be borne by the merchant 100%. Event rights: Get the atmosphere of the 921 Good Goods Festival (product label); have the opportunity to get the support for 921 Goods Festival traffic; have the opportunity to get the pre-sale venue display of 921 Goods Festival. In addition, the threshold for full reduction in this promotion is 15 yuan for every 99 yuan spent. The products submitted by the merchant will be bound to each discount activity, and the merchant will bear all the concessions/subsidies. If the user collects an order and reaches the threshold for full discount, he or she will enjoy the full discount amount. Products that have been registered and approved can obtain the following activities rights: the full discount area of Douyin Mall is exposed and displayed; the full discount atmosphere of the product details page is supported, and the full discount guidance is strengthened. The 921 promotion store racing list is a key racing gameplay that is supported during the event. After the store signs up, you can participate in the racing event. Merchants have the opportunity to obtain public domain traffic resources through the store racing list to help them sprint for higher sales during the big promotion. Event rights: Merchants participating in store racing have the opportunity to gain public domain traffic exposure on the live broadcast room list; they have the opportunity to obtain the 921 promotional and distribution resources rights. (E-commerce News)
5. In the first half of 2022, the search for clothing content on Xiaohongshu website increased by 53.42% year-on-year
According to news on August 19, Xiaohongshu data showed that there were as many as 30 million notes on dressing on Xiaohongshu. In the past year alone, the content related to clothing on the site has achieved a growth of more than 240%. It is understood that in Xiaohongshu, fashion has now become the vertical category with the largest number of content releases. At the same time, 87% of consumers search for content related to shopping decisions on Xiaohongshu, and 94% of users buy clothing, shoes and hats at least once a quarter. At present, more than 6,000 well-known clothing brands have entered Xiaohongshu. (E-commerce News)
Internet news
6. Ele.me and Douyin reach cooperation: Explore the new service model of "see, click and get"
On August 19, Ele.me and Douyin jointly announced a cooperation. The two parties stated that they will work together to explore new scenarios and upgrade local life services, and deeply connect merchants and consumers through high-quality content, rich products and efficient logistics and distribution, bringing new local life experiences of "see, click, and reach" in the video era. According to the cooperation, Ele.me will be based on the Douyin open platform, using mini programs as a carrier, and with Douyin, through rich product scenarios and technical capabilities, helping millions of merchants to provide 600 million Douyin daily active users with local life services ranging from content planting, online ordering to instant delivery. (Yibang Power)
7. Simba's "818 Fourth Anniversary" live broadcast show has nearly 12 million orders
According to August 19, at 12 noon on August 18, Simba's "Fourth Anniversary of 818" live broadcast was officially launched, with more than 2.56 million people online. The live broadcast has launched more than 70 products, including fashionable shoes and clothing, digital appliances, mooncakes, tea and wine, children's clothing, snacks, etc. It is reported that Xinxuan’s “818 Fourth Anniversary” live broadcast special also received support from the Kuaishou platform, and Kuaishou provided 81.8 million yuan in cash subsidies to consumers of the live broadcast. (E-commerce News)
Cross-border newsletter
8. TikTok Shop cooperates with clothing brand NOWRAIN to create the first cross-border super brand day
On August 19, on the first anniversary of the establishment of NOWRAIN, the leading clothing brand on TikTok e-commerce platform, TikTok Shop and NOWRAIN jointly created a platform marketing IP event "What's in store: NOWRAIN Super Brand Day". This time, TikTok Shop and NOWRAIN cooperated to create the first cross-border super brand day. The brand transaction volume of the event increased by 142% month-on-month compared with the previous two weeks of the event, and the fans increased by nearly 300% month-on-month, achieving exponential growth in transaction volume and number of fans, and breaking the historical transaction record of the brand's single live broadcasts many times. (E-commerce News)
9. During Amazon Prime Day, Nebula Brands' single brand sales increased by 20 times year-on-year
According to August 19, on Prime Day not long ago, sales of a certain Amazon telescope brand under Nebula Brands increased. Prime Day latest data shows that Nebula Brands' single brand sales increased by 2,000% year-on-year, and the overall optical category sales increased by 900% year-on-year. Operations and sales levels quickly completed iterations, and some brands took over for only 3 months. It is understood that Nebula Brands acquired the telescope head brand in 2021. Before the acquisition, the brand's annual sales were nearly US$30 million, with an average customer average of about US$100. The annual sales of telescopes reached more than 300,000 units, of which many subcategories ranked first in the site. (E-commerce News)
10. Merchants can automatically adjust bids when they are launched on Walmart's new advertising function
On August 19, Walmart's website advertising launched a new feature, and merchants can set rules to automatically adjust bids, control advertising spending through automatic bid adjustments, and optimize ROAS for advertising campaigns. According to reports, the new automatic rule can automatically adjust bids based on the performance of the campaign; when the seller sets this rule, he can freely add or remove various ad groups under the campaign. If the seller feels that the automatic ad is insufficiently exposed or wants to improve the competitiveness of the ad under specific conditions, the seller can use the above rules to automatically improve the bid and competitiveness of the ad group after the advertising performance reaches the set value. (E-commerce News)
EN
CN
