After 618 e-commerce, brand entertainment can go far

On June 17th, a marketing message of “Deng Chaochao” blew up a circle of friends. With the appointment of a ten o’clock contract on the 18th, the truth has never surfaced. Although it is just a PR publicity act of the entertainment industry, it is a spokesperson for Suning. Deng Chao, not only fired Deng Chao, apparently also achieved Suning, in the major e-commerce 618 marketing battle fired the first shot. We have to say that the entertainment industry and the electric business community will really play.

However, in the face of such a large number of participating in the war, we can not help but ask: this brand of entertainment, can really be through the stars to the brand? What are the conversion rates for the e-commerce promotions in mid-year?

Excluding the “618” and “Double 11” online shopping festivals for all e-commerce companies, e-commerce promotions have become the norm, monthly and monthly price wars, and there are promotions on the day and day, and consumers are already tired. How to attract consumers' attention has become a problem facing the major e-commerce platforms. E-commerce marketing has long been no longer the slogan war era, has entered a more advanced creative marketing and deep interactive mobile era.

From the results of this year’s 618 promotions, you can see the following trends:

1, home appliances 3C category of promotional competition fierce, competitive electricity suppliers will enter the benign stage <br> <br> 6.18 during the last year, home appliances 3C products, the largest contribution to turnover. This year, due to the huge prospects of the home appliance market, the competition for home appliances in the 3C category this year is also the most fierce, and it is the main category that impacts sales volume and sales. Many home appliance companies do not hesitate to take the opportunity to play the bleeding hand in the end, just to win a lottery in this battle. Home appliance companies no longer regard sales as the only target, but rather enhance their appeal and influence.

2. Mainstreaming mobile shopping, starting the charge of mobile shopping in the second half <br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br>< br As of 10:00 am on the morning of the 18th, Gome Online's total transaction volume increased by 306% year-on-year, and mobile-end transactions increased by 813.6%.

On June 19th, Jingdong announced the transaction data for the 618 “Online Carnival” all day. Total orders exceeded 15 million, an increase of over 100% over the same period of last year. Among them, mobile terminal orders accounted for more than 60%.

At the same time, as of 20:00 on June 18th, Suning’s online sales increased by 426% year-on-year, with stores increasing by 353% year-on-year; mobile-side orders accounted for 57%.

The above data has fully demonstrated that in the era of multi-screen interaction, mobile sales exceeded half, basically reaching 60%, showing mobile mainstream shopping and PC shopping stability. With the popularization of 4G and WIFI and the popularity of smart terminals, there will be more room for growth in mobile shopping.

3, 2.0 times the electricity supplier slowdown <br> <br> above data looks very good, but high growth in the proportion of online sales are actually in the past is not a successful business. Jingdong has also been issued by a well-known investment advisory organization in the United States. According to a report, sales have been misrepresented, and Jingdong has invested more than one billion in advertisements this year. Advertising spending has increased by 50% or 60% year-on-year. The volume of orders increased by only 100% year-on-year. Far from being considered rapid growth, this year's 618 is not successful for JD.

Combined with the actual situation this year, experts predict that the overall growth rate of the e-commerce industry this year is expected to drop to about 30%, which indicates that the development of e-commerce in China bid farewell to the era of rapid growth and entered a period of stable growth. The author stated that household appliances enterprises will be affected by this competition and the competition will be fiercer. This requires home appliance manufacturing and sales companies to expand channels, improve services, and strengthen the logistics and distribution system to get rid of the price war.

4, derivative <br> <br> road is still long before 618, Jingdong and Tencent micro-letter effect of high hopes for this year, the final data can be released understatement, but this one, showing that micro letter did not bring the expected benefits.

After more than a year of boom, WeChat e-commerce has replaced Taobao’s posture. However, after last year's double 11 and the 618 test this year, WeChat played a negligible role, and it proved that the e-commerce road did not go very well.

Every year's big promotion will trigger a marketing climax in the e-commerce industry. Compared with the expectations of e-commerce, consumers do not seem to pay for it. The attraction of e-commerce carnival to consumers seems to be diminishing year by year. Behind the rapid growth of data is the hidden worries that the overall development of e-commerce is weak. This should particularly arouse the attention of e-commerce companies.

From the e-commerce 1.0 channels and traffic enhancement, e-commerce 2.0 with mobile e-commerce and social e-commerce as the main models, and then to the era of real eco-type e-commerce 3.0 centered on users, to open up user, user needs, entrance, and line Online and offline channels, enterprises and users, extending online and offline experience, realizing flow interaction, and enriching entrances are the new modes that major e-commerce platforms and enterprises need to think about.