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Quiet “618”: Merchants said that sales exceeded expectations and profits were limited, and e-commerce platforms downplayed their achievements

Is this year the “hardest 618 in history”? In the eyes of many people, this is the quietest “618” session. The platform has lowered its publicity tone and consumers have become more rational. In terms of sales data, it is still a record high.

On June 20, several merchants said in an interview with CIC that the overall sales of 618 exceeded expectations, and the situation was much more optimistic than expected. However, under the background of rising logistics costs and backlog of inventory, some small and medium-sized merchants withdrew from the “price war”, and some merchants admitted that they “lost their enthusiasm for preparation”.

On June 19, Jingdong released data showing that as of 23:59 on June 18, the cumulative amount of orders placed by Jingdong during the “618” period exceeded 379.3 billion yuan, the highest in history. Its main competitor, Tmall, has not announced its 618 record, which is the second year in a row that Tmall has not announced its overall sales.

Merchants: Increased sales, but not necessarily higher profits

For merchants, the sales volume of 618 this year generally exceeded expectations.

Uncle Tiepi, the founder of Yongpu Coffee, told CIC that as of June 19, according to sales data from multiple e-commerce platforms, the sales volume of the 618 brand this year has roughly increased by more than 80% compared with the same period last year, exceeding the company’s original expectations. . “This year is indeed the most difficult year, but the consumption power of the coffee track is still there, and due to the optimization of its own supply chain, the overall gross profit this year has increased slightly.”

In addition, A Xing, the head of the live broadcast of “Xilinmen”, introduced to reporters that this year’s sales during the 618 period increased by 40% year-on-year, exceeding the original target. Nie Wei, head of Shanghai Suer E-commerce, also said that this year’s sales have increased significantly compared to last year. “More optimistic about the second half of the year.”

However, an increase in sales does not necessarily mean that the business has made money. Zheng Yunting, general manager of Suzhou Simple People Shirts, told reporters that she used to sell clothes that originally needed promotion during the 618 period, mostly to complete the targets of the shopping festival and ensure the profits of regular-priced products. “618 is more like a gimmick. Small and medium-sized businesses have little room for price cuts because of their meager profits in the past. Therefore, many small businesses have withdrawn from 618 this year.”

She admitted that she did not have the enthusiasm to prepare for 618 this year. “Everyone is generally out of the consideration of profit protection and does not want to burn themselves out in 618, then the sales in the second half of the year cannot be guaranteed, and continuous sales are more important than short-term outbreaks.” Quiet "618": Merchants said that sales exceeded expectations and profits were limited, and e-commerce platforms downplayed their achievements -Quiet-618-Merchants-said-that-sales-exceeded-expectations-and-profits

Zheng Yunting, general manager of Suzhou Simple People Shirts, is in the Douyin live broadcast room

“As long as you can get through it, it doesn’t matter if you can only keep the capital or lose a little bit. This is the mentality of many companies participating in 618: it’s good to survive.” Zhang Wenjie, general manager of a shoe company in Wenzhou, said. In his view, the competition of e-commerce platforms will become more and more intense in the future, because under the influence of uncertain offline consumption, the number of merchants entering online sales will continue to increase.

“The most basic thing for merchants is to adjust their mentality and actively respond to changes. It takes 2 to 3 times of efforts to maintain the previous business scale.” Optimize raw materials, try to reduce some controllable costs, and expand corporate profitability.

Many merchants said that during the 618 period this year, logistics costs generally increased. In this regard, the reporter asked a person in charge of operations in Shanghai of a courier company. He admitted that the price of logistics costs has increased significantly recently, and the price of outbound vehicles is about 70% higher than before the epidemic, and some pieces sent to Shanghai have increased by 0.5 yuan / The epidemic prevention fee for the ticket.

He mentioned that the purchasing power of Shanghai in June was strong, especially at the beginning of the month, the distribution center and outlets could not handle it, but the current situation has improved. normal. “But the decline in logistics costs will be slower, and we need to wait for the epidemic to improve completely.”

Consumers: Demand is still there, but consumption is restrained

“This year’s 618 spending has doubled far more than last year, and the estimated consumption amount exceeds 15,000 yuan.” Shanghai consumer Chunchun told CIC that affected by the epidemic control, his suppressed desire to consume was released at the shopping festival, including the United States and the United States. All kinds of products such as makeup, clothing, snacks, and mobile phones have been ordered, but they are not “retaliatory consumption”. Most of them are just-needed products that are usually too busy with work and have no time to purchase.

Li Yan, a consumer who lives in Chongqing, told reporters that this year’s 618 was comparable to last year’s, costing about 7,000 yuan. “Although the full reduction of several e-commerce platforms is large, it seems that prices have risen as a whole.” In addition, “pre-sale” is still a full routine, and the price is not much different from the price without pre-sale, it is difficult to “sell wool” “.

According to Tong Lei, another Shanghai consumer, the logistics timeliness this year has been greatly affected by the epidemic, and even the express delivery of some products was stopped after purchase, resulting in his consumption amount of less than 1,500 yuan, only one-third of last year’s consumption , mainly focusing on toys and storage utensils.

“Immune” to the shopping festival is the general view of consumers on 618 this year – “The preferential benefits of e-commerce platforms have basically been divided into monthly, and the discounts will be closely watched on weekdays. Although the platform has a price protection mechanism, some favorites The price of products began to increase slowly in the early stage of 618, and the overall discount was not much higher than usual.” A consumer admitted frankly.

Platform: Total sales are no longer announced

It is worth noting that during 618 this year, only one platform, JD.com, announced total sales.

This seems to be in stark contrast to the “mess” of major e-commerce platforms during the 618 period in previous years, especially Taobao and Tmall, which are owned by Ali, have not announced the total sales of 618 for two consecutive years.

Judging from the specific data of JD.com, the proportion of new products sold has increased by more than 20% year-on-year, and the turnover of more than 30 trending categories has increased by more than 10 times year-on-year. .

After Liu Genghong and New Oriental’s live broadcast rooms became popular, the performance of this year’s “rookie” Douyin is particularly noteworthy. Data show that from June 1 to 18, Douyin e-commerce live broadcasts totaled 40.45 million hours, and short videos linked to shopping carts were played 115.1 billion times. According to statistics, the Douyin mall scene led to a 514% year-on-year increase in sales, the search scene led to a 293% year-on-year increase in sales, and the number of merchants participating in the event increased by 159% year-on-year.

Kuaishou data shows that during the 616 period (May 20-June 19), more than 110,000 businesses have been helped to resume work and production. The GMV of brand merchants increased by 515% year-on-year.

In terms of categories, data from Pinduoduo shows that the sales of home appliances, beauty and daily chemicals have increased the most this year. Among them, the sales volume of all categories of home appliances increased by 103% year-on-year, the number of cosmeceutical products increased by 122% year-on-year, and the overall sales of daily chemical products increased by 110% year-on-year, achieving double growth. According to the “618 Scenario Consumption Big Data” released by Suning.com, this year’s 618 Suning.com platform’s explosive sales volume increased by 257% year-on-year.

(This article is from CIC, for more original information, please download the “CIC” APP)

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