Observation report on 618 activities of major e-commerce platforms in 2022 From Tianfeng securities

The following is the Observation report on 618 activities of major e-commerce platforms in 2022 From Tianfeng securities recommended by recordtrend.com. And this article belongs to the classification: Electronic Commerce, research report.

Live / short video e-commerce: support the live broadcasting room with a variety of games, subsidize new customers to place orders, and help businesses increase their popularity.

Kwai created an ultra long activity period two months in advance, and a number of policies fully mobilized the enthusiasm of the anchor side and the demand side. From the perspective of pre-sale, beauty makeup, mobile phone accessories, and women’s wear ranked among the top three in terms of category sales; Tiktok’s “618 good things Festival” is divided into three stages: user subsidies + content + goods. It divides characteristic theme days according to categories and publishes activity strategies. Store broadcasting and talent broadcasting are both emphasized. At the same time, it launched the “business resumption escort plan” to help businesses tide over difficulties. From the perspective of categories, this year’s beauty, women’s clothing, household appliances and other categories performed prominently.

Alibaba has increased its support for businesses and focused on ensuring consumer experience.

This year, Alibaba shortened the warm-up cycle to reduce the pressure on merchants, and put forward various measures such as resource preference, exemption mechanism, traffic subsidy, financial support and so on in view of the difficulties encountered by small and medium-sized merchants under the current situation; On the consumer side, Alibaba strives to improve its performance, ensure the timeliness of logistics and improve the user experience. From the pre-sale situation, the performance of the cosmetics industry is still strong, and the volume of the skin care industry is much larger than that of the beauty industry.

Jd.com carries forward the advantages of the logistics system and continues to make efforts to ensure the supply chain to ensure the stability of logistics.

Jd.com proposed a series of new policies around the supply chain and strengthened the original guarantee to ensure the smooth operation of logistics and optimize the consumer experience; Remarkable achievements have been made in the construction of the “weaving plan”, and the multi-level logistics infrastructure network has further enriched transportation capacity, reduced costs and increased efficiency; On the business side, the “three reductions and three excellence” policy helps the development of small and medium-sized businesses; On the traffic side, JD app11.0 was revised to optimize the traffic acquisition mechanism and help businesses increase traffic. In terms of categories, jd.com launched a special “full power action” in all channels, taking advantage of 3C home appliances.

Pinduoduo insists on taking consumers as the center and provides a variety of preferential ways.

The setting of pinduoduo’s activity timeline ensures consumers’ purchase time, and secondary subsidies are given to special products by issuing coupons + platform coupons. Categories continue to maintain the characteristics of the platform, focusing on electrical appliances, cosmetics, agricultural products and other categories.

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