Someone has discovered Li Jiaqi's true "archenemy", "618" shopping festival inventory: JD | Day | archenemy in Xiaohongshu live broadcast room
The 618 Shopping Festival, which started in May, has finally ushered in a "positive day" today. Some people refer to this year's 618 as the "most popular" edition, and both e-commerce platforms and merchants hope to seize the opportunity of 618 to compete for orders and users. Besides internal competition, there are also new changes in this year's 618. As 618 draws to a close, major platforms have not released sales reports that often cost billions of yuan like in previous years. In the noisy live broadcast room, another voice has also emerged.
Weakening data
As 618 approaches its end, various platform battle reports are also being released one after another.
According to JD data, after the launch of 618, brands such as Midea, Haier, Xiaomi, and Gree quickly exceeded 100 million yuan in sales. Compared to last year, the number of brands that achieved sales of billions of yuan in just 10 minutes has increased by 23%. In addition, over 60% of new merchants achieved a daily and full day sales volume exceeding May in just 10 minutes, while nearly 50% of small and medium-sized merchants saw a sales growth of over 200%.
Today, Xu Ran made her first appearance as the CEO of JD.com
Taobao also released data: within just 4 hours after the launch of the 618 event, remarkable achievements were made in multiple fields such as beauty, fresh produce, and home appliances. On June 1st, the transaction payment amount of Taobao Live exceeded 5.1 billion yuan.
According to data released by Vipshop, the summer fashion, sports and outdoor, home appliances, beauty and skincare, gold and jewelry, and other categories of products saw a strong increase as they opened for one hour at 8:00 pm on May 31st. The innovative column "Kuang seconds", which focuses on deep discounts, has shown outstanding sales performance.
From the current 618 battle report, it seems that major e-commerce platforms have achieved good results in the first stage. However, it is not difficult to find that major e-commerce platforms have all weakened the display of sales data and no longer announced transaction amounts in a timely manner.
"618 is a major promotion of e-commerce that has been around for many years, so its promotional effect is gradually diminishing. This is the trend of all promotional activities. Currently, it can no longer have the same impact as in the first few years," said Bao Yuezhong, a special researcher at the Internet Economic and Social E-commerce Research Center and Chairman of Baum Enterprise Management Consulting Co., Ltd.
Embrace live streaming
If live streaming e-commerce and traditional e-commerce could still be evenly matched last year, now it is already the home ground of live streaming. Later players such as JD.com, Xiaohongshu, and Video Account have been catching up, giving this year's 618 a new look.
On June 18th this year, Luo Yonghao started his JD live streaming sales career.
It can be said that Luo Yonghao and JD.com have a grudge against each other. Luo Yonghao's main audience is a male group who loves technology, while JD.com started with digital technology and has formed an advantage in the 3C field. In terms of product categories and sales styles, Luo Yonghao is very suitable for JD.com. In the first live broadcast, Luo Yonghao's "selling houses" became a major attraction in the JD live broadcast room, and products such as home appliances and digital products also occupied half of the "making friends" live broadcast room.
Overall, Luo Yonghao's debut on JD.com was a success. In the end, the cumulative sales of the "Make Friends" live broadcast room exceeded 150 million yuan, with a cumulative transaction volume of 130000 orders and over 17 million views, ranking first on the live broadcast popularity list of influencers.
Not only Luo Yonghao, but this year's 618, the performance of major anchors is still impressive. Data shows that top influencers such as Li Jiaqi Austin and Bee Surprise Society have successively exceeded 100 million yuan in transaction volume in their live streaming rooms, with a corresponding increase in quantity compared to previous years. It can be said that the "internal competition" of 618 this year has shifted from e-commerce platforms to live streaming rooms.
New player entry
On the eve of 618, actress Zhang Xiaohui started broadcasting on Xiaohongshu. From Dong Jie to Zhang Xiaohui, high-end and life savvy female anchors have become popular on Xiaohongshu. The trading of Xiaohongshu grows within community content, and "being able to tell stories" has become the standard for Xiaohongshu to choose anchors.
How does Zhang Xiaohui sell eye shadow discs? Starting from the oil painting of the Renaissance, she described the color of eye shadow with the famous Renaissance painter Sandro Botticelli's masterpiece Spring: "You see, the fairy's gauze is the color of this eye shadow."
Zhang Xiaohui Live Streams Sales on Xiaohongshu
During the live broadcast, she even recited a love poem by John Dunn called "Farewell" in London accent English. Without passionate shouts such as "countdown 3, 2, 1" or "buy it", Zhang Xiaohui's live broadcast room was somewhat quiet. She calmly played for four hours and sold for 50 million yuan. Some netizens commented that the shouting style live streaming sales have come to an end, and Li Jiaqi's true "rival" may be Zhang Xiaohui.
In addition to Dong Jie and Zhang Xiaohui, celebrities such as Zhang Jingchu, Dong Xuan, Zhang Li, and Yang Rong have also started live streaming on Xiaohongshu. Taking advantage of the 618 craze, Xiaohongshu is embarking on a commercialization process and driving traffic monetization.
Tang Weiwei, Vice President of Xiaohongshu, said that Xiaohongshu hopes to embrace cooperation with MCN institutions. There are a large number of influencers on Xiaohongshu's website, forming a rich ecosystem of creators, which has been verified in both content and commercial dimensions.
"We also hope that content institutions can explore better with Xiaohongshu in creating benchmark creators and incubating high potential creators. We also welcome creative and potential MCN institutions to join the Xiaohongshu platform," said Tang Weiwei.
