Source: Glonui.
How did the 618 promotion with "Ultra long standby" perform?
As the annual 618 e-commerce promotion comes to an end...$JD-SW (09618.HK)$/$JD.com (JD.US)$...Tmall and other e-commerce platforms released their 618 sales report first.
Among them, Tmall's 618 sales report shows that major brands realized the biggest business breakthrough in the first half of the year on Tmall 618. 365 brands surpassed one billion in transactions, and over 36,000 brands had their transactions doubled.
JD.com's transaction volume and order volume both hit a new high during 618, and JD.com live broadcast orders increased by over 200% compared to last year. Over 500 million users placed orders during JD.com 618.
How did the 618 promotion with "Ultra long standby" perform?
In this year's 618, major platforms have cancelled the pre-sale system one after another, replacing it with a "super-long standby" promotion period, with some of the promotional activities lasting up to 43 days.
As the annual shopping carnival, "coupon" is still synonymous with this year's 618 e-commerce promotion. In this year's 618 event, e-commerce platforms not only launched a series of activities such as "official discounts" and "cross-store full reduction," but also required merchants to support services such as "seller version freight insurance" and "payment after use," and set strict shipping times.
However, according to data from major platforms' initial disclosures, this year's 618 still turned out to be a hot event, seemingly not unexpected.
On Tmall's side, as of 12:00 on June 18th, 365 brands surpassed one billion in transactions, and over 36,000 brands had their transactions doubled.
Among the 365 brands that exceeded one billion in transactions, Apple, Midea, Haier, Xiaomi, Moutai, Wuliangye, Huawei, Gree, Nike, and Genji Mokuyu brands remain a constant presence in Tmall 618's "billion-dollar club."
The data shows that 618 Tmall beauty and cosmetics, 3C digital, household appliances, and fresh food industries ranked first in terms of transaction growth and scale throughout the network.
During this year's 618 on Tmall, the number of new 88VIP members grew by more than 65% year-on-year. Among them, Nike and other brands saw their cumulative 88VIP user transaction amounts almost double.$XIAOMI-W (01810.HK)$
On JD.com's side, according to JD.com's official Weibo, as of 23:59 on June 18th, 2024, JD.com's transaction volume and order volume both hit a new high, and JD.com live broadcast orders increased by over 200% compared to last year. Over 500 million users placed orders during JD.com 618.
Specifically, 83 brands surpassed ten billion in cumulative transactions, and over 150,000 small and medium-sized merchants saw sales growth of over 50%.
Online product volume for the "ten billion subsidies" category increased by over 100% year-on-year, and the number of users and orders for "ten billion subsidies" both increased by over 150% year-on-year. The 9.9-channel had an online product volume of over one million throughout the event, and the number of users and orders both increased by over a hundred times year-on-year.
It is worth noting that the "trade-in" stimulus has driven new demand for consumption growth. During 618, JD.com collaborated with more than 20 provincial and municipal governments to give consumers additional subsidies. The transaction amount for trade-in of old appliances and household items in multiple provinces and cities increased by over 100% year-on-year. At the same time, over 700 household appliance and household goods brands saw their transaction amounts double year-on-year, with Midea, Haier, Gree, Xiaomi and other brands surpassing ten billion in transaction amounts.
PDD Holdings' "ten billion subsidies" activity report for the first week of 618 showed that merchant participation increased by over 90% compared to last year, with sales of three million mobile phones in the category. Sales for multiple home appliance brands surpassed ten billion, and sales in the beauty category increased by over 80% year-on-year.
Sales growth for multiple brands was remarkable; Xiaomi set a new record for annual sales growth during major promotions in recent years
As the year-mid 618 promotion comes to an end, numerous brands are taking stock of their 618 sales performance. According to the latest released data, multiple well-known consumer electronics brands, including Xiaomi, Honor, OPPO, and Lenovo, have seen significant sales growth. Among them, Xiaomi's 618 sales were particularly eye-catching—the company's total sales surpassed 26.3 billion across all channels during the promotion period, setting a new sales record for Xiaomi's annual major promotions in recent years.
Among them, Xiaomi's official flagship store live broadcast payment amount exceeded 1 billion yuan, breaking the self-broadcasting new record of Taobao live store; the cumulative sales of online and offline instant retail business reached 650 million yuan, and mobile phone sales increased by 56% year-on-year.
During 618, Xiaomi mobile phones fully led and won the double first in sales and sales volume of domestic mobile phones on JD/TMall/PDD/Douyin/Kuaishou.
According to the mobile phone speed ranking released by JD.com, except for Apple, Redmi K70 is the best-selling domestic mobile phone. In addition, Redmi 70E and Redmi Note 13 Pro ranked seventh and eighth respectively on the overall list.
In addition to digital products such as mobile phones and tablets, Xiaomi's AIoT performance is also outstanding, and categories such as smart locks, water purifiers, and sweeping robots have surpassed 200 million in sales; in addition, categories such as air purifiers, fans, range hoods, routers, and cameras have all surpassed 100 million in sales.
At the same time, Honor's ultimate battle report for 618 also has many highlights.
According to the battle report, this year's 618, with innovative experiences such as thin and reliable, endurance, communication, health display, and intelligentization, Honor's foldable screen phone sales increased by 179%. The newly released Honor Magic V Flip won the champion of the small foldable screen category with pre-sales alone.
In addition, Lenovo announced that during the 618 event this year, Lenovo's total online sales exceeded 6.9 billion yuan. On the day of the 618 event, Lenovo won 15 championships in categories such as notebooks, ultrabooks, gaming laptops, desktops, gaming desktops, all-in-ones, servers/workstations.
Editor/tolk