What happened to e-commerce in 2022? Read this article is enough!

The tiger in Yin is gone, and the rabbit in Mao is coming.

In the past 2022, we have experienced the epidemic lockdown and have tasted the freedom to understand lockdown. It is just like the e-commerce industry. Some platforms survive in a desperate situation, and some companies say goodbye to their curtain call.

Ups and downs, gains and losses...

Therefore, we have taken stock of the popular events in the e-commerce industry in 2022, so let’s review them together!

1. Platform events

- 01 -Taobao and Tmall

Dai Shan, who was known as one of the Eighteen Arhats in the early days of Alibaba's business, now in charge of Alibaba's China digital business sector, sent an internal letter from Alibaba on January 6, after six days of taking office.

The letter mentioned that on the basis of adhering to the dual brand operation of Taobao and Tmall, three new centers, including industrial operation and development center, platform strategy center, and user operation and development center, were newly established.

The establishment of the three major centers indicates that Alibaba’s two core sections, Taobao and Tmall, will be fully integrated. It is different from the previous mechanism of sharing the same APP backend between the two parties. After adjustment, a unified Taobao platform mechanism may be formed to ensure the development space of small and medium-sized sellers and the shopping experience of consumers.

- 02 - Social e-commerce platforms under Xiaomi and JD.com are closed

On January 17, Xiaomi's new domestic membership e-commerce platform Youpin Youyu announced that it will terminate operations on March 17, 2022, and users will be unable to access the Youpin Youyu App and mini programs.

On January 19, JD.com's social e-commerce platform "Dongxiaodian" officially announced the suspension of operations.

The announcement shows that due to business adjustments, Dongxiaodian has closed all functions except cash withdrawal and cash withdrawal certification and online customer service, and will no longer follow orders to calculate income.

In addition, the Dongxiaodian mini program will be closed and offline at 24:00 on February 28, 2022. At that time, the Dongxiaodian will completely stop all services.

- 03 -Liu Qiangdong stepped down and Xu Lei took over

On April 7, JD.com officially issued an announcement stating that Liu Qiangdong will no longer serve as CEO of JD.com, and his successor is Xu Lei, the president of JD.com, who is hailed by the outside world as "JD.com No. 2".

This is the highest-level personnel change since the establishment of JD.com, and it also means that JD.com's Liu Qiangdong era has completely come to an end.

- 04 - Douyin upgrades "E-commerce in all regions"

On May 31, the second Douyin E-commerce Ecological Conference was held online.

Wei Wenwen, president of Douyin e-commerce, announced in her keynote speech

We will upgrade our interest e-commerce to the global interest e-commerce stage, and meet our diverse needs for a better life by covering all scenarios and full-link shopping needs;

Through the collaboration and interoperability of multiple fields such as short videos and live content, malls, and search, it will bring new growth to merchants' business and help regional economic development. The proportion of new fields will reach more than 50% in the future.

- 05 - "Online Concert" boosts video number

Leslie Cheung, Cui Jian, Jay Chou... Under the epidemic, every online concert of the Video Account has caused a phenomenal carnival.

As soon as the news of Jay Chou’s re-release concert was released from May 20 to 21, it continued to be on the hot search and became the hottest topic among the post-80s and post-90s.

Before the concert, the number of QQ music reservations alone exceeded 15 million. Before the concert was about to begin, 800,000 people were waiting in the live broadcast room of the video account. The two "large-scale disc playback scenes" attracted nearly 100 million viewers, setting a new record for the number of online concert viewers at that time.

Perhaps only Jay Chou has such a card!

- 06 - E-commerce promotion 618

During the 2022 618 promotion period (20:00 on May 31, 2022 to 24:00 on June 18, 2022), the total transaction volume of the entire network was RMB 695.9 billion.

The top three transaction shares are still Alibaba, JD.com and Pinduoduo. Among them, Tmall was consistent with last year and did not announce the transaction volume; Pinduoduo also chose to be low-key and did not release the specific data.

Only JD.com released relevant data - the cumulative order amount exceeded 379.3 billion yuan, which is another new high this year compared with 343.8 billion yuan last year.

The total live broadcast of Douyin e-commerce reached 40.45 million hours, and short videos hanging in shopping carts were played 115.1 billion times.

As traffic tightens, major platforms gradually let go of competition in GMV, and consumers gradually lose the "motivation" and freshness of previous years for the shopping festival.

The e-commerce war that used to be cooler is now cooling down.

- 07 - The red line is released, live e-commerce bid farewell to wild growth

On June 22, relevant departments jointly issued the "Code of Conduct for Online Anchors".

The "Specifications" clearly state that for live broadcast content that requires a higher professional level, anchors should obtain corresponding professional qualifications, and have also set 31 red lines for online anchors. anchors are not allowed to hype scandals, scandals, or bad deeds, spread content with low style, and guide users to interact vulgarly.

- 08 - Daily Youxian lost

On July 28, "the first stock of fresh food e-commerce", Meiji Youxian announced the closure of Jisuda's business, which means that the forward warehouse model that Meiji Youxian is proud of has completely ended.

It is understood that in 2021, UFNY's net loss was 3.849 billion yuan, and the cumulative net loss exceeded 8.4 billion yuan in three years.

The original team of thousands of employees has now shrunk to 55.

In the final analysis, the main reason for the loss is MissFresh's forward warehouse model, which gradually crushes MissFresh under the situation of heavy assets and high costs.

- 09 -ByteDance batch name change

Following the rename of ByteDance (Hong Kong) Co., Ltd. on May 6 this year, ByteDance was revealed to have several of its companies renamed Douyin and replaced new logos.

It seems that TikTok's popularity and commercial value have surpassed ByteDance.

- 10 - Pinduoduo enters the US market

In August, it was reported that Pinduoduo is preparing for a cross-border e-commerce platform.

The platform, called Temu, was launched on September 1st, and its first stop was launched in the United States, focusing on cost-effectiveness.

After it went online, Temu launched a 1-cent wallet free shipping campaign and won a good record of US$1.5 million in the first month.

After that, Temu launched the "Slash" function.

Until December, there was another news that the free shipping bonus of Temu sellers was about to end.

- 11 - E-commerce promotion Double 11

At 0:00 on November 12, the 14th Tmall Double 11 ended.

Tmall did not announce the transaction amount for the first time, and said it was stable and improving this year, and the transaction scale was the same as last year.

However, mainstream e-commerce platforms such as JD.com, Pinduoduo, Douyin, and Kuaishou have not released transaction data.

It is reported that from October 31 to November 11, the cumulative sales of e-commerce and live broadcast platforms across the network were 1115.4 billion.

Source star map data

Among them, the total sales of comprehensive e-commerce platforms reached 934 billion yuan, Tmall ranked first in the comprehensive e-commerce platform with a share of 58.03%, followed by JD.com, and Pinduoduo ranked third.

The cumulative sales of live e-commerce reached 181.4 billion yuan, with a year-on-year growth rate exceeding 100. Douyin ranks first in the live e-commerce platform with a slight advantage, Diantao ranked second, and Kuaishou ranked third.

2. Anchor events

- 01 -刘畊宏“本草纲目”爆红全网

因“衣着不当”强行下播后，刘畊宏索性穿着羽绒服直播健身操，这一举动一度令刘畊宏直播间翻红。

在充斥着疫情的4月里，不少网友被关在家中隔离，而刘畊宏的“毽子草”一度成为网友们居家必不可少的锻炼方式。

得益于此，仅仅数月，刘畊宏就凭借7000+万的抖音粉丝，拿下了当时的粉丝榜第一。

- 02 - Oriental Selected to Become a Live Dark Horse

"Oriental Selection", a live broadcast room under New Oriental, became a "hot commodity" in the live broadcast industry on June 1st.

With "bilingual live broadcast", "Oriental Selection" soared by 1 million fans in three days, with a GMV of nearly 20 million, and once increased by 40% of New Oriental Online's stocks.

Nowadays, "Oriental Selection" has become the mainstay of the live streaming and sales industry. Douyin account has nearly 30 million fans, and has dominated the Douyin sales list for four consecutive months from June to September.

- 03 - Li Jiaqi "disappeared" on the eve of 618

On June 3, Li Jiaqi said that she could not continue the live broadcast due to internal equipment failure, and also said that she would bring products that have not been broadcasted yet in future live broadcasts.

But after this, Li Jiaqi not only did not re-broadcast on 618, but instead disappeared along with the live broadcast room.

110 days after disappearing, Li Jiaqi made a comeback again under the slogan of "Consuming rationally and shopping happily".

That night, the two-hour live broadcast scene reached 60 million, and the number of likes reached 117 million.

- 04 - On July 17, a live broadcast of the tycoons was born

Qudian founder Luo Min started this live broadcast with a total of 19 hours and 21 minutes since 6:30 in the morning.

1,000 iPhone 13s, 1 million sauerkraut fish and boiled fish... From sending mobile phones to "flash sale" of sauerkraut fish, plus delivery costs, and some effect advertisements, the rumor of this live investment expenditure has reached more than 100 million yuan!

Is this the power of capital?

Finally, the total number of viewers of the live broadcast reached 90.98 million, with a total of 644 million likes.

The cumulative sales order volume of 9.56 million units per day and the cumulative sales volume of a single game reached 252 million, quickly breaking the historical peak of Douyin and successfully topped the Douyin live broadcast room ranking first on the same day.

Ten days later, Qudian once again stood on the hot search list and turned into the target of "everyone shouted and beaten".

- 05 - The first internet celebrity with a fan exceeding 100 million was born

"Crazy Brother Yang" who "brings goods in reverse" has once become a current phenomenon-level anchor with these "weird" quotes.

On November 1, the number of fans of the Douyin account "Crazy Brother Yang" showed 99.99 million+, becoming the first Internet celebrity in China to have a fan exceeding 100 million.

粉丝量排名第二第三的刘德华、刘畊宏，粉丝数仅7667.2w、7261.6w，相差了2000多万粉丝。

After the fans exceeded 100 million, Brother Yang spent 100 million to buy a property with a total construction area of ​​53,874.33 square meters.

- 06 - Luo Yonghao enters Tao

On June 12, Luo Yonghao posted on Weibo late at night, saying, "It's almost thirteen years in the blink of an eye. It's so fast. Tomorrow I will officially quit Weibo and all social platforms and focus on starting a business again."

On the eve of Double 11, Luo Yonghao suddenly appeared on Taobao Live with "Make a Friend" and formed the Taobao Live "Three Musketeers" with Li Jiaqi and Yu Minhong at that time.

At the same time, Luo Yonghao's live broadcast room scored 100 million yuan in transaction volume during Double 11, ranking first. The second place is Yaowang Dream Station.

- 07 -Li Jiaqi opened a "small trumpet"

The Double 11 promotion just passed, and on the evening of November 12, Li Jiaqi announced the opening of a new live broadcast group Taobao "All Girls" in his Taobao live broadcast room to expand the breadth of product selection.

In order to attract traffic to the live broadcast room of "all girls", Li Jiaqi also interacted with Qingzi and other broadcasters that night.

Data shows that as of December, the number of fans in the live broadcast room of "All Girls" was nearly 2 million.

The equity penetration chart shows that the company is wholly owned by Meiwan, an institution affiliated to Li Jiaqi.

- 08 -Wang Xiaofei "goes crazy", Ma Liu "wins in lieu"

With the farce between S and Wang Xiaofei, 64-year-old South Beauty founder Zhang Lan took advantage of the opportunity to sell goods.

There are 5 live broadcasts in a day, and they are still broadcasting live at 1 a.m., with a total sales of nearly 180 million!

With the unreplicable marketing methods, Zhang Lan "consumes" her son and S, and was in the limelight for a while.

Without any suspense, he became the first in the list of goods, known as "Zhan Lan", and even his autobiography was on the list of books.

- 09 - "Make a Friend" Replica "Luo Yonghao"

Collecting the Taobao live broadcasts of the "Three Musketeers" (Li Jiaqi, Luo Yonghao, and Yu Minhong), we welcomed another anchor who made a living by "mouth" - Li Dan.

This is also another ace anchor after Luo Yonghao.

The day before the broadcast, the investment promotion completion rate in the live broadcast room exceeded expectations by 200%, and brand merchants were very optimistic about Li Dan’s Taobao sales debut.

The entire live broadcast lasted 6 hours, with more than 11 million viewers, 293 products were listed, with a total sales of 32 million and a total of 580,000 new fans.