E -commerce Marketing Weekly | Yu Minhong considers the opening of the e -commerce school; Jackie Chan will start the first show

CBNDATA E -commerce Marketing Weekly focuses on the field of e -commerce marketing,#c c#,#platform dynamics#,#红 c#,#report selection#Section Select e -commerce marketing industry events, mainstream platform dynamics, worth reading reports Essence Every Friday, accumulate small knowledge with us and see micro -trends.

CBNData launched the "618 Special Planning", and each period of the e -commerce marketing weekly report added#618 episodes#column. This week's finals ended 618, and each platform has released the 618 war reports and core data.

618 episodes

There are nearly 300 brand turnover of Tmall, and the transaction growth rate of 410 new brands exceeds 100%

According to the official release of Tmall, Tmall's 618 retail sales have increased year -on -year, with a total of more than 260,000 brands participating, with nearly 300 brands with a turnover of over 100 million yuan; There are more than 10 million items, over 30,000 million items. The growth rate of over 100,000 small and medium sellers exceeds 100%, the transaction growth of 410 new brands exceeds 100%, and the growth rate of 214 old names exceeds 100%.

Among the municipalities and capital cities across the country, Shanghai's turnover ranks first, and has achieved positive growth year -on -year, and Beijing ranks second. In addition, the year -on -year growth rate of trend categories such as sports outdoor, pets, health, and trendy toys has increased significantly. Among them, dishwashers, smart toilets and gaming chairs have become the "new three pieces" of young Chinese families. (Source: E -commerce Daily)

618 Taobao KA anchor transaction increased by 63%year -on -year, and store broadcast transactions increased by 22%year -on -year

In 618 in 2022, the number of Taobao live broadcast accounts increased by 12.4%year -on -year, and the transaction turn room reached 32 live broadcast rooms and 434 live broadcast rooms with a turnover of more than 10 million; KA anchor transactions increased by 63%year -on -year. %. Among them, Xiaomi Goods Intelligence Bureau, Estee Lauder flagship store, Haier's official flagship store, Gree Gree's official flagship store and other merchants on the list. Data show that in the Taobao live broadcast room, housekeeping services, electric iron, fruit and vegetable disinfection and cleaning machine, other commercial kitchen appliances, mother -to -child life small appliances and other categories ushered in a significant increase. At the same time, new energy charging equipment/supplies, XR equipment, new car deposit and other categories have also increased well. (Source: Taobao Live)

Douyin e -commerce 618 live broadcast is 40.45 million hours, and the short video of the shopping cart is played 115.1 billion times

On June 19, Douyin e -commerce released the data report of the "2022 Douyin 618 Good Material Festival". The report shows that from June 1st to 18th, Douyin e -commerce live broadcast was 40.45 million hours, and the short video of hanging shopping carts played 115.1 billion times, with a turnover of 183 live broadcast rooms.

During the event, Douyin Mall scene drove sales by 514%year -on -year, search scenarios increased sales of 293%year -on -year, and the number of businesses participating in the event increased by 159%year -on -year.

In terms of purchasing power in various regions, Shanghai consumers are ranked first, and consumers from Chongqing, Beijing, Chengdu, and Guangzhou are also at the forefront of the country. In addition, from the perspective of age distribution, the post -00 group became 618 consumption "vital army", and the purchase volume increased by 164%year -on -year. The purchase volume of post -90s and post -80s also increased by 117%and 101%over the same period last year. (Source: Douyin E -commerce)

Kuaishou brand merchant GMV increased by 5 times year -on -year

Kuaishou 616 Real Shopping Festival data shows that brand merchant GMV has increased by 515%year -on -year. Xiaomi, Tianhai Tibet, Tibu became the GMV Top3 brand, and Han Xizhen, Yalu, and OPPO became the TOP3 brand. Beauty, fresh, digital home appliances, second -hand, flower pet entertainment industries all broke the 2022 sales record during the promotion period. In addition, fresh products GMV increased by more than 30%year -on -year.

The number of merchants serving the service provider increased by nearly 40%compared with last year, contributed to the GMV that promoted nearly 60%. As a SaaS tool platform, fast -moving sales are also playing a huge role. During the 616 period, about 40%of GMV came from fast distribution.

At the user level, more than 18 million consumers have placed orders during the 616 period of fast 616 consecutive years, and after 00, buyers increased by 47.97%year -on -year. (Source: Webmaster's Home)

Jingdong 618 cumulative order amount exceeds 379.3 billion yuan

According to the data released by JD.com, as of 23:59 on the evening of June 18th, 20122 Jingdong 618 reached a new high, with a cumulative order of over 379.3 billion, an increase of 10.3%year -on -year from the 343.8 billion yuan of JD.com 618. In terms of delivery services, during the 618th promotion of this year, Jingdong Logistics achieved the day or the next day in 94%of the country, county, and 84%of townships in the country, and the number of units of personal express delivery business increased by 140%year -on -year.

Among them, the transaction turnover of 531 products in JD.com increased by 100%year -on -year, 9707 brand turnover increased by 100%year -on -year, and the overall channel business turnover increased by 83%year -on -year. It is worth noting that during the 618 period of JD.com, multiple new trend categories of Jingdong New Department Store appeared on the hot list. Specifically, in the home category, the transaction turnover of 60 home categories in the summer, the old toilet, and the elevation table increased by more than 5 times year -on -year. The year -on -year increased by more than 6 times. (Source: JD))

Pinduoduo 618 home appliances, daily chemical, and beauty sales have doubled

Duoduo data shows that since 618 started on May 23, the sales scale of the entire home appliance brand has increased by 103%year -on -year, which has doubled; the overall sales of daily chemical categories have increased by 110%year -on -year, which has doubled the growth, and Lingliwardenden Category TOP1; the sales volume of the entire category of beauty increased by 122%year -on -year, Person Beauty TOP1. The person in charge of Pinduoduo 618 promotion said: "During 618 this year, the enthusiasm and strength of domestic and foreign home appliance brands participating in the platform are unprecedented. 264%. "(Source: Pinduoduo) Mushroom Street seven categories achieved more than 50%growth

Mushroom Street 618 Live Shopping Festival shows that the two major categories of Mushroom Street women's clothing and beauty makeup have steadily increased. 7 major categories such as home, food, mother and baby, outdoor sports, menswear, accessories, and home appliances have achieved more than 50%growth. There are also 8.88%and 5.6%of the number of customers increased slightly. In addition, home and food categories have achieved more than 100%growth. Mushroom Street 618 has 14 anchors achieved a turnover of over one million.

According to the financial report of the second half of the 2022 fiscal year released by Mushroom Street, GMV, the GMV of Mushroom Street, reached 92.7%. However, its absolute value has ushered in a decline for the first time since fiscal 2018, with a decrease of 23.0%year -on -year to 4.846 billion yuan. (Source: Phoenix.com)

Platform dynamic

Point -breed grass transactions GMV increased by 72% month -on -month

Recently, Taobao Live and Point Tao released the "2022 Taobao Live Early Summer Consumption Report". The report shows that the number of grass -breeded grass content in Point Tao has increased by 12%month -on -month.

During the early summer, the hair removal instrument became the first single product of Taobao live broadcast room. Women and beauty are still the top categories of women's consumption. Shanghai, Beijing, and Hangzhou have become TOP3 in the city of Taobao live rooms. Shanghai consumers love to buy beauty categories. (Source: Taobao Live)

Douyin non -brand qualification individual industrial and commercial households may not sell brand products, Douyin e -commerce's first new star anchor support plan ended

① On June 21, Douyin e -commerce issued a governance announcement on "individual industrial and commercial brand brand restrictions". According to the announcement, according to the "Restrictions on Individual Industry and Commerce Brand Restrictions", the platform must submit brand qualifications when it comes to commodities of some specific brands of individual industrial and commercial households. The announcement shows that starting from June 30, 2022, the Douyin platform will restrict the brand's products in the sales list for individual industrial and commercial businesses and fail to upload brand qualifications at the qualification center. Treatment, at the same time, the severity of the circumstances, which includes but not limited to the banning of illegal points, and the retreat of the store. (Source: Douyin E -commerce)

② Douyin e -commerce jointly launched the first new star anchor support plan "anchor invitation" was closed on June 17. Liu Genghong & Zhang Lunshuo, Huang Shengyi, Shen Tao, Qianhui, Zhang Mutan's star captain joined. According to the statistics of Douyin e -commerce, more than 4,000 anchors registered after the event. During the one -month event, a new star anchor a total of 1,000 games were broadcast. The anchor and captain's watching a total of exceeded 270 million. It is understood that the "anchor invites" focuses on supporting new anchors and provided professional guidance. (Source: Douyin e -commerce marketing observation)

JD.com Retail CEO Xinli Army: JD.com considers entering the takeaway business

Recently, Jingli Jun, CEO of Jingdong Retail, said in an interview that JD.com is studying the possibility of entering the field of takeaway, and has "considered and studied" the launch of on -demand takeaway services. "As for when to start this, this will depend on our ability. And when can we build a talent team. "(Source: Sina Finance)

Quick -handed e -commerce "Qingyun Plan" upgraded, and 800 million traffic supports merchants to start cold every day

Recently, the fast -handed e -commerce "Qingyun Plan" announced the upgrade again. Prior to the end of the third quarter of this year, fast -handed e -commerce companies will take out 800 million public regions every day, covering short videos and live broadcasts, and targeted support for high -quality potential anchors and brands to grow at the directional support platform. Quick -handed e -commerce will give merchants different cold starting traffic exposure based on factors such as the diligence of merchants, fan operation capabilities, and commercial development willingness. In May of this year, the fast -handed e -commerce company launched the "Qingyun Plan" at the "Gravity Conference 2022". The plan aims to provide key traffic distribution strategies based on the core demands of merchants and brands at different stages. Essence (Source: E -commerce News)

Xiaohongshu disposes 4 MCNs and some authors to crack down on buying and selling accounts and cheating behaviors

Recently, Xiaohongshu Station released the "Announcement on the MCN Institutional Trading Accounts and Cheating Behavior". The announcement states that the four MCN institutions such as McMustic Culture, Hangzhou Neighbors, Juli Media, Xiong Xiaoying, and some of its authors have the above cheating behaviors, which seriously hurts the user experience of Xiaohongshu, the interests of the brand, and the community ecology. At the same time, the announcement stated that "the behavior of buying and selling accounts, brushing cheating is a fake marketing content category, which has caused great harm to the platform's content ecology and platform reputation, which seriously damages users' legitimate rights and interests. . "(Source: 36 氪) The number of active new merchants of AliExpress increased by more than 180%month -on -month, and a large number of sellers turned their focus to local cross -border platforms

According to the latest data announced by AliExpress, in May 2022, the number of active new merchants on AliExpress increased by nearly 180%from April. Under the "title" aftershock, more and more Chinese sellers have begun to find high potential cross -border platforms outside Amazon for decentralized operations, and "return" to domestic cross -border platforms. The AliExpress also launched a new AE Mall project to these "return" merchants in April. The number of cross -border merchants registered for this new project within two months exceeded 5,600. (Source: 36 氪)

Taobao Global Buy "Amoy Subtraction" brand upgrades to "whale buds"

In 2020, Taobao Global Buy Tao Subinging Platform, based on the S2B2C model, created Taobao bonded promotion links. Recently, Taobao's "Amoy Subtractive" platform was officially upgraded to the "Whale Bud" platform. On the basis of the original Tao distribution, the whale buds will be upgraded three major upgrades: the scale of Tmall brand and cross -border traders will be introduced in scale, providing full category brand products to help Taobao merchants, buyers, and anchors quickly build the product matrix; expand the scope of authentic guarantee scope The whole warehouse product loads the antitripating block chain to trace the source code to achieve a one -code trace of the whole process. The authenticity is guaranteed; high -frequency promotion and traffic guarantee, and the "Global Good Prince Festival" is open to China Merchants.

The marketing activities prepared by the "Whale Bud" this year include the Global Good Property Festival (providing live traffic incentives, exclusive venues in global purchases), bounty mission (sales profit can be superimposed at the same time, the supplier single product sales bonus), the tens of billions of subsidy (10 billion subsidies (tens of -billions) ( Platform subsidy). The platform also tailor -made warehouse broadcast training for the new anchor, supporting special offer explosive spikes, live broadcast traffic and other support policies to help anchors quickly integrate into the whale bud system. (Source: Taobao Live)

Red news

Jackie Chan will usher in the first show of his personal live broadcast

The official Weibo of Kuaishou announced that at 8 pm on June 25, Jackie Chan will start his personal global live broadcast first show on Kuaishou. It is reported that the live broadcast is the first personal live broadcast since Jackie Chan's debut. This live broadcast will also be used to synchronize multi -language live broadcasts to global users through fast overseas version of KWAI, Snackvideo, and will cover Brazil, Indonesia, the Middle East and other regions. Data show that Jackie Chan opened a fast -hand account in October last year. After 8 hours, fans exceeded 10 million. Within 10 hours, the first video playback exceeded 200 million. (Source: Kuaishou official Weibo)

Yu Minhong said that Dongfang selection will never allow any pit fees, and the New Oriental E -commerce School will be opened in the future.

① On June 19th, Yu Minhong publicly stated in the live broadcast room that the selection of oriental selection will never allow any pits, "so that the cooperation between the merchants and us will become a particularly pure business relationship, not the abduction relationship." Yu Minhong believes that it is charged to charge The pit fee will cause the merchant to abduct the platform upside down. In the end of the platform, in order to make money, whether the product is qualified, it will put it. The anchor screamed to sell the product in the live broadcast, while holding the pit fee, this should not be a good model. (Source: Blue Whale Finance)

② Yu Minhong said in the live broadcast that the e -commerce school may be opened in the future. The Internet celebrities and anchors of e -commerce live broadcast now require a cultural training, and this cultural training can be done by New Oriental. We plan to open an e -commerce school, not to make money, but to allow the overall level of Chinese anchors to improve a level. If it is established, Yu Minhong will go to class in person, and it will also let Dong Yuhui and other famous anchors go to class. (Source: Zhongxin Finance)

Report selection

"2022 618 Inspection Report"

QuestMobile data shows that as of May 2022, the typical comprehensive e -commerce APP re -converged user scale reached 239 million, compared with last year's drastic increase of 21.7%. Under such a fierce situation of users' competition, the running moves such as investment in advance, early payment time, etc. The standard, the outbreak of key categories, and the node resonance of the platform are new breakout moves. QuestMobile released the "2022 618 Inspecture Report" to analyze the marketing strategies of various e -commerce platforms during the 618 period of 2022, advertising and marketing actions in different industries.

Report content festival:

1. During the promotion period between the platform, Tao and JD users have a traffic outbreak on the first wave of the end of the end. There is no concept of the time of the time of Pinduoduo.

2. Comprehensive e -commerce to upgrade the marketing platform to promote the business of people to achieve the entire area of ​​the people's goods yard; in addition to creating a boutique short video/live content IP, live broadcast e -commerce provides a refined operating capabilities for merchants and marketing resources;

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