On the day of 618, there were 730 million active users of e-commerce, and the e-commerce platform was involved. The standard play style X broke through the new trick, and whoever was happy was sad.

On the day of 618, the number of participating users exceeded 700 million, which greatly promoted the consumption fever. This year, various e-commerce apps changed the promotion rhythm and overweight concessions, and the head brand joint platform put advertisements to grab user traffic. What was the effect from creating momentum to transformation?

Uncertainty and competition have intensified, and each platform has achieved growth through the change of marketing rhythm and the shortcomings of power categories.

1. The consumer market has bottomed out, and the e-commerce platform and merchants jointly seize certain opportunities.　

1.1 Affected by both macro-economy and epidemic situation, the consumer market bottomed out before the "618" promotion.　

With the unsealing of key cities in May and June, the consumer market is expected to usher in a recovery, and the 618 major promotion nodes provide a good opportunity for brands to drive sales.　

1.2 Policy standardizes the development of platform economy, and head players increase subsidies to merchants and consumers, aiming at grasping certain growth in the context of intensified competition.

2. The competition among users between platforms is deepening, and the conversion efficiency of two waves of traffic is different.　

2.1 The scale of large-scale users of mobile shopping continued to grow in the big promotion period. With the intensification of competition, the scale of industry users was more explosive at important nodes.　

According to QuestMobile data, the number of active users in the mobile shopping APP industry reached 730 million on June 18, 2022, up 15.0% year-on-year.

2.2 Each platform is still the focus of the marketing cycle, and it is promoted by actions such as inviting investment in advance and paying in advance.

Integrated e-commerce continues to struggle in the three-stage marketing, and the live e-commerce platform creates a specific outbreak period for the key categories of the platform to achieve the continuous outbreak of category business.　

2.3 In the past three years, the popularity of user participation in the head e-commerce platform has continued to heat up. The final payment period of Taobao has brought the peak of user scale ahead of schedule, and the fluctuation rhythm of users in JD.COM is the same as in previous years.　

According to QuestMobile data, the user scale of the head integrated e-commerce platform reached the peak on June 18th in 2022 during the "618" period, and the user scale in JD.COM increased the most on the day of the 618 carnival compared with the end of May 31st.

2.4 There was a cluster of promotional periods between platforms, and users of Amoy and JD.COM experienced traffic explosion on the first payment day. There was no concept of payment time in Pinduoduo, and the peak of user scale appeared two high points in the morning.

2.5 The water storage characteristics of people in front of important nodes are obvious, which helps the brand to realize efficient transformation.　

As the high point of the first wave of traffic, the payment efficiency of users has been significantly improved compared with normal days. With the help of platform marketing tools, the brand’s lock on potential users, users’ purchase of goods and the cooperation of marketing activities are more accurate, so it has also achieved a secondary improvement in the payment efficiency of the day.

2.6 On the first payment day, users’ cross-platform comparison and ordering behavior became more obvious, and the competition for users by platforms intensified.

3. Each platform takes great opportunities to attract a wider range of users.　

3.1 Under the background of high penetration of mobile e-commerce, Tmall and JD.COM’s newly installed users grew rapidly during the pre-sale period.

3.2 Under the stock market, the head players can cover the user groups more comprehensively with the help of big promotion marketing.

Both ends of the platform exert their strength to awaken users and empower businesses, and brands compete for traffic by rushing to market.

1. The "flow" of comprehensive e-commerce operation has changed to "reserved quantity", and the e-commerce crowd has been broadcast live in a refined way to undertake the realization of flow.

1.1 618 as a super marketing IP, the marketing links are deeply involved by many parties, the media and content positions set up to create a shopping atmosphere and guide traffic, and the marketing pattern of business positions is solid.　

1.2 Integrated e-commerce platform focuses on full-link, multi-node marketing actions to guide users’ full-cycle traffic.

With the advantage of traffic, the live e-commerce platform mainly focuses on the intra-domain content and traffic distribution mechanism, and leads to live transactions through user content consumption patterns.　

1.3 In addition to traffic and marketing subsidies, each platform relies on the marketing science platform and uses differentiated marketing resources to empower businesses.　

By upgrading the marketing platform, integrated e-commerce can promote the business of people and goods yard. In addition to creating high-quality short video/live content IP, live e-commerce provides businesses with refined operational capabilities for brand groups and marketing resources.

2. The enthusiasm of brand joint advertising is not diminished, and the rhythm is pre-emptive to compete for the first wave of traffic.

2.1 The cooperation between brands and channels has deepened, and at the same time, more brands have tried to improve their marketing effects through joint exposure through big promotion.　

2.2 The focus of joint launch is inclined to the drainage period, and e-commerce is coordinated to drain the key marketing nodes.　

2.3 The brand maintains cooperation with other channels on the basis of joint e-commerce, but the attempt of multi-platform cooperation is weakening.

Great promotion stimulates consumption and drives the marketing market to be hot.

1. Advertising is an effective marketing tool during the promotion period.　

1.1 On the whole, 618 material advertisements were placed around the payment date, and the center of gravity was tilted to 6.18.

1.2 During the promotion period, media resources are scarce, and social and video attribute media are more likely to concentrate the resources invested by brand owners and reach users’ attention in combination.

1.3 Typical consumer goods industries adopt multi-peak and high-point advertising.

During the promotion period, a variety of media types were laid out, among which the beauty care and household appliances industries preferred social media.

2. New categories and big items are the main targets of brand owners.　

2.1 The overall beauty industry is fierce, and brand players participate more; The categories of home scenes such as household appliances and computer office are relatively prominent.

2.2 Taking the beauty industry as an example, facial skin care products account for 90% of the investment resources; Head advertisers in the beauty industry are still dominated by internationally renowned brands.

2.3 Domestic brands are more inclined to focus on explosive products, and beauty products reach accurate segmentation through functional features.

2.4 Personal care products advertising focused on shampoo and hair care products.

2.5 Take the household appliance industry as an example. Most household appliances focus on refrigerators and air conditioners, while household appliances and small household appliances mainly focus on new types of household appliances.

Among household appliances and small household appliances, new brands are also relatively active.

3. The topic of manufacturing content of e-commerce platform is preheated, and the volume of popular categories is increased.

3.1 The platform side strengthens the link between consumers and brands through marketing activities, and improves the efficiency of "people-goods" matching.　

During the warm-up period of each platform, the sound volume is increased through topic hot search, so that brands can release new products or main explosive products.

4. Live e-commerce is normalized, and traffic is concentrated on brand sales.

4.1 During the promotion period, the live broadcast of goods continued to be hot, and the live broadcast room still served as a key sales conversion contact.

The marketing node of the live broadcast e-commerce platform moved forward, and the platform activities were further enriched. By creating various theme days and task competitions, the drainage and transformation of the live broadcast room were helped.　

There are many kinds of goods in the live broadcast room. QuestMobile data shows that during the period of June 18, 2022, the TOP3 sales of platform categories in Tik Tok and Aauto Quicker were skin care, leisure snacks and make-up.

4.2 During the promotion of Oriental Selection, "accident" broke out, and Lao Yu took over Lao Luo, driving a new round of live e-commerce to move towards scene marketing.　

As a phenomenal live broadcast room, Oriental Selection drives more mature consumers to participate in live e-commerce through scene-based live broadcast, and enhances the cultural level of live broadcast rooms with goods while expanding the crowd.

5, brand heat index map