Gifts / Sports & Toys

This year’s “618” is the first e-commerce promotion without “choice one out of two”. Major platforms have upgraded their gameplay, focusing on simplified rules, increased discounts, and multi-platform and multi-channel linkage, etc., focusing on returning to the consumer experience and further catalyzing consumption enthusiasm.

The latest data released by Tmall shows that in the first hour of the morning of June 18, Tmall 618's turnover increased by 100% year-on-year.

According to data released by JD.com, from 0:00 on June 1, 2021 to 24:00 on June 18, 2021, the cumulative order amount of "Jingdong 618·18th Anniversary" exceeded 343.8 billion yuan, setting a new record for JD 618.

The overall data of 618 released by Pinduoduo shows that as of 19:40 pm on June 18, the number of orders on Pinduoduo's platform during the 618 period exceeded 1.08 billion, and the number of orders before 0 o'clock the next day exceeded 1.1 billion, and GMV increased by more than 300 year-on-year. %.

Douyin’s "618 Good Things Festival" event is from May 25th to June 18th. During this period, merchants’ live broadcasts lasted 16.47 million hours, and the total number of viewers was 37.2 billion, of which the single transaction volume exceeded 10 million. There are as many as 153 live broadcast rooms.

Kuaishou’s "616 Quality Shopping Festival" will be held from May 20th to June 20th. Kuaishou May’s GMV increased by 233% year-on-year. During the event, the number of orders for more than 10 orders increased by 192% year-on-year, and 86 domestic brands were self-launched. GMV increased by 115% month-on-month.

1. Traditional e-commerce platform: "The longest 618" + "large subsidies" + "new limited editions create momentum"

This year’s e-commerce 618 promotion lasted from May 24 to June 20. It lasted 28 days. It was called "the longest 618". The pre-sale period was earlier than last year. On June 1st, a wave of "final payment" was launched. "Day" and "good start" have a small climax. In terms of incentives, Taobao Live issued a total of 700 million red envelopes, and Pinduoduo chose to directly reduce the price. Generally speaking, compared to the preferential activities that many people did not understand last year, the major platforms are simpler and more direct to give benefits to consumers. This provides more opportunities for participating merchants.

JD Supermarket 618 sales data shows that building blocks, educational toys, and blind box toys ranked top 3 in toys. On June 1, the turnover of building block assembly increased by 160% year-on-year, and the turnover of educational toys increased by 370% year-on-year. , The turnover of blind box toys is 5 times that of the same period last year. At the same time, Lego's full-day turnover increased by 149% year-on-year, and Bruco brand turnover increased by 204% year-on-year.

1. Lego: "Limited + New Products" gift box joins hands with JD Super Box to drain traffic

This year’s Lego marketing focused on the JD platform, which accounts for nearly 60% of revenue, and chose to participate in JD’s main "618 Super Box" campaign, launching LEGO Ninja Ninja Garden City 10th Anniversary Gift Box, with "new products" + The triple consumption experience of "Limited" + "Preferential" attracts consumers. This limited gift box was launched in January, and the 11 re-engraved classic set gift boxes that were launched one after another were finally unveiled during the 618 period. It is definitely a hot item that Lego fans are rushing to buy, and it has succeeded in creating momentum for the brand and platform.

2. Bruco: Long-term continuous "strength", new products, discounts, and live broadcasts take turns to take turns

Bruco chose to focus on Tmall. The brand release report showed that the sales of 618 on Tmall channel increased by 404% year-on-year. Bruco's flagship store's live broadcast room won the top of the Tmall's new maternal and infant list in one fell swoop.

During the warm-up period of 618, Bruco Building Blocks released a breakthrough new technological interactive series product "Building Blocks +" through Tmall Black Box, and achieved the first single product ranking and the flagship store of the toy category brand on the Super New Product Day. Good grades ranked number one.

During the period from June 4th to 17th, Bruco opened the 618 pre-sale in advance. A variety of popular large-particle building blocks are limited-time specials, and you can save up to 200 yuan by paying a deposit. In addition, some styles also carry out spikes from time to time. The products launched by Tmall 618 this time became hot models, and 15,000 sets of limited edition products were sold out immediately after the first release.

3. Bao Deshi: Seize the opportunity of special subsidies for platform safety seats to promote sales

This June 1st coincides with the formal implementation of the newly revised "Law of the People's Republic of China on the Protection of Minors", and "child safety seats" have been written into national legislation for the first time. Under this opportunity, Tmall 618 planned the "Safe Children's Walk, Add Seats for Love" activities. The cost-effective tens of billions of subsidies will be launched on the day of the implementation of the new regulations. "Child safety seat subsidies", the subsidy is as low as 40%.

The president of the safety seat brand Bao Deshi personally participated in the promotion, carried out safety science popularization for consumers, created momentum for the event, and launched the "Children Travel, Legislative Escort" campaign. The spot rush was launched at 0:00 on June 1, and the hot models were snapped up at half price. There is also a promotional activity of discounting 200 yuan cash voucher for over 400.

2. Emerging e-commerce platform blessing: more diverse scenarios to further release consumption potential

Tik Tok’s e-commerce gameplay has been upgraded with the launch of group grouping, fan coupons, and anchor coupons to help increase sales, and help brands break through the circle through video grassing, good product lists, and rankings; Kuaishou e-commerce launched the "brand partner program" , Through the satellite TV and all-media matrix to "bring new" and "increasing fans" for merchants, and launch the "Kaishou Store Trust Card" to help merchants increase the retention conversion rate and repurchase rate of users, and help them through the service guarantee subsidy of the Kuaishou platform of over 100 million yuan Merchants reduce operating costs.

1. Live broadcast of "Qualifying Matches" on various platforms to support small and medium-sized businesses Wei Ya to hold a special mother and baby show

In order to allow more mid-waist merchants and anchors to have more exposure through the form of staggered broadcasting, Taobao, JD.com, and Douyin have all made qualifying competitions in full swing, giving more merchants and anchors the opportunity to overtake in curves.

Only one hour after the opening of 618 this year, Taobao live broadcast transactions exceeded that of the whole day last year, breaking 2 billion in 1.5 hours. The head master Wei Ya held a special show for mothers and babies. From June 1st to 20th, you can receive red envelopes twice a day. Many brands such as gb goodbaby, YEEHOO, Kinderkraft, etc. will participate. During the promotion period, Wei Ya brought nearly 6.2 million pieces of goods, and it is estimated that the converted sales will be 2.2 billion yuan.

2. WeChat live broadcast has achieved significant results in the conversion of private domain traffic into baby-friendly rooms

Compared with public domain traffic such as Taobao live broadcast and Douyin platforms, WeChat live broadcast relies on private domain traffic to help brands accelerate the sales conversion of traffic. Based on WeChat's low-cost and high-efficiency fission mechanism, the private domain value of merchants has been amplified and redefined under the double leverage of live broadcast and 618 traffic.

During the 618 period, the baby-friendly room of the maternal and child retailer used WeChat live broadcasts to stimulate new and old fans through multiple rounds of red envelope draws and full reduction activities, and finally set a performance of over 11 million yuan.

3. Brand-led, multi-channel, cross-platform integration and collaboration

Cross-platform cooperation is a highlight of the 618. JD Retail and Kuaishou announced the joint launch of the "Double Ten Billion Subsidy" and invested huge resources to jointly create a new live broadcast e-commerce ecology; JD.com and Douyin cooperated to implement the plan on Douyin in the form of "shop broadcast + talent" 20 billion yuan of GMV conversion; during the 616 Quality Shopping Festival, Kuaishou ignited the platform promotion boom through the blessing of two Davids. Without the restriction of “choose one out of two”, brands can coordinate promotion on multiple platforms and channels to achieve better sales performance.

1. Using "Disney Customized Stroller" as an opportunity, gb goodbaby launches offline diversion of pop-up stores and online all-media live broadcast

gb Goodbaby takes advantage of Goodbaby×Disney’s 10-year strategic cooperation opportunity to link 61 Goodbaby Festival and drive 618 sales. Cooperate with Disney on video materials, fully display Goodbaby’s main push carts, and promote them online through multiple channels; offline 61 Goodbaby pop-up stores in cooperation with Disney, covering 8 cities, up to 3 months of interactive display period, online The traffic of the next pop-up store is about 13 million, which is directly diverted to the brand's 618 sales.

At the same time, gb Goodbaby launched Weibo WeChat Douyin + Tmall e-commerce platform + Douyin/Xiaohongshu/Weibo KOL all-media matrix linkage, and online exposure reached 40 million+.

2. Bubble Mart took advantage of the 618 sales boom to push a variety of new products and gift boxes

During 618, Bubble Mart launched a variety of new products and gift boxes on multiple platforms, including Bunny (own IP) and Xiao Liu Ya (third-party IP) new series of blind boxes, Molly, Skullpanda "618 custom gift boxes", Molly "SpongeBob SquarePants" co-branded collection of figures, etc.

These promotional activities made Bubble Mart occupy eight seats in the Top10 monthly sales of Taobao blind boxes on June 22. According to Tmall’s disclosure, Bubble Mart’s first-hour sales during the “618” promotion surged by 1794% year-on-year. In the "618" event of JD.com, Bubble Mart limited the figure to be sold out within 5 minutes.

Bubble Mart also participated in Suning Tesco's "1 yuan grab blind box" welfare activities. At 0:00 on May 26, users only need to spend 1 yuan to have a chance to get the Bubble Mart blind box. The brand-new "blind box live broadcast" format has stimulated consumers' pursuit of freshness and consumer pleasure.

It’s worth mentioning that Bubble Mart launched a GIF poster with the theme of "Adult’s Children’s Day" on the We-Media platform on June 2. The innovative interactive design has greatly increased the exposure while earning enough attention. To create a festive atmosphere for the 618 promotion, while targeting a large number of target groups in advance.

Conclusion:

The "618" mid-year shopping festival has come to an end. In this shopping festival, consumers' shopping rights have been more protected, and various e-commerce platforms competing for customer sources have also brought more choices and opportunities for brands. The record-breaking sales figures reflect the vigorous vitality of the market and at the same time stimulate the vigorous momentum of the industry.