The focus of platform competition is shifted, and each e-commerce actively empowers the business end From Special report of 618 in 2021

The following is the The focus of platform competition is shifted, and each e-commerce actively empowers the business end From Special report of 618 in 2021 recommended by recordtrend.com. And this article belongs to the classification: Securities report, Electronic Commerce.

618 scale continued to grow, but the degree of profit giving to consumers weakened. According to the star map data, the total network Gmv of 618 reached 578.5 billion yuan, with a year-on-year growth rate of + 26.5%, which was lower than that of 618 in 2020, but still higher than that of 618 in 2019. Tiktok Kwai, Jingdong, Suning and other platforms are still participating in the war, while new content providers such as jitter, fast hand and so on are also explicitly involved, and the choice of consumers is further diversified. In terms of specific activities, we observed that each platform continued to improve the consumption conversion rate by enhancing the convenience and trust of consumption, but the power of direct subsidies for consumers by household appliance manufacturers declined.

618 activities tiktok to the business side, Tmall, Jingdong, jitter as the core position. On the other hand, after the anti-monopoly investigation started by the state regulatory authorities, it has been clearly defined as an illegal act for e-commerce platforms to force businesses to choose one from the other, and various e-commerce platforms have begun to strengthen their support for businesses to attract businesses to enter and retain. According to our observation, there are three main supporting measures for e-commerce platform before and after 618: 1) improve the convenience of opening stores: tmall and Jingdong reduce the process of opening stores, and “open stores first, and review during trial operation”. 2) Reduce operating costs: reduce insurance, technical service fees and other fees, provide financing loans. 3) Increase traffic support: open operation tools, provide platform traffic support, etc. Among them, Tmall, Jingdong and jitter are the three most active platforms for businesses to participate in the 618 tiktok.

From the perspective of platforms, 1) tmall: the final data of the 618 tmall platform has not yet been released. However, according to the survey conducted by the 618 Yibang think tank, from the two dimensions of attention and budget investment, the investment focus of most businesses is still on tmall platform. In terms of specific participation, tmall 618 has attracted 250000 brands, 2.5 times more than that in 2020. Among them, there are 8200 new brands, providing more than 1.4 million new products. It is verified that tmall platform is still the largest and most important main position in brand competition and new product launch. 2) Jingdong: the 618 Jingdong Gmv reached 343.8 billion, an increase of 27.7% over the same period last year. According to the survey of Yibang think tank, the investment of businesses on the Jingdong platform is relatively low, but the expected output is relatively high, which may indicate that the brand competition on the platform is relatively relaxed and the cost input efficiency is relatively high. Tiktok: the tiktok tiktok 618 is the 2.9 largest number of businesses in 2020. The survey also shows that the priority of the jitter in tiktok is second only to Tmall platform. In recent years, the number of accounts and the total number of fans registered on the shaking voice has also increased rapidly in recent years. The 3 is the most important part of the company’s business. The platform of shaking platform is more friendly to brand merchants on the tiktok track, and it is expected to undertake a large number of brand merchants who test the water and carry goods, or become the next mainstream battlefield of brand competition in the future.

The competition between beauty brands at home and abroad continued, and the ranking of mobile phone brands changed significantly. We then observe the situation of 618 related industries: 1) cosmetics: the overall brand power of overseas beauty brands is still far higher than that of domestic brands. In the first three days of 618, all the top ten tmall beauty brands were occupied by foreign brands.

But the domestic brands, especially the tiktok brands that have risen rapidly in recent years, have made progress in key indicators such as sales, and are laying out new battlefields for the future, such as jitter, and seize the advantage and compete differently. 2) Mobile phones: there is a significant change in the ranking of the sales list of JD 618 brand mobile phones. Huawei is obviously affected by chip supply (glory will be affected, from the first position in 2020 to the third in 2021). From the domestic mobile phone monthly shipment data, 5g mobile phone has become the main force of shipment, maintaining a penetration rate of more than 75%.

The express industry has a large scale and strong demand potential, and the main short-term development trend is “increasing quantity and reducing price, accelerating sinking”. Since 618 developed into the “national online shopping festival” in the first half of the year, June has gradually become the peak month of business volume of the express industry in the first half of the year. Referring to the situation from April to may 2021, it is estimated that the express business volume in June 2021 is expected to reach 9.4-9.5 billion pieces. At present, China’s express industry has the characteristics of large market scale and strong demand potential. The main short-term development trend is “increasing quantity and reducing price, accelerating sinking”. At the same time, the growth of express industry also promotes the development of high-standard warehousing.

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