月度归档：2025年06月

618 insight report in 2023

QuestMobile’s insight into 618 in 2023: This year’s 618 staged the drama of "Combining Vertical Lian Heng", which integrated e-commerce to prevent diversion, content platforms to grab users, and brands to engage in private domain.

Lead:

QuestMobile data shows that the value of online retail channels is still the same, and the penetration rate of netizens in the mobile shopping industry reached 90% in November 2022, second only to the mobile social industry. During the period of June 18, 2023, users even moved between multi-channel portals, and mobile social and short videos became the main sources of users, with WeChat, QQ, Weibo and Xiaohongshu reaching 82.2%, 6.7%, 4.6% and 2.9 respectively.

Among them, the differentiated play of integrated e-commerce platform and content e-commerce platform has taken shape. Among them, integrated e-commerce continued to deepen user value to prevent diversion. The marketing cycle of 618 continued from the end of May to the day of June 18th, and the overall daily activity reached 674 million. The daily usage times per user decreased year-on-year, but the daily usage time per user increased year-on-year. This shows that the user deepening strategy of integrated e-commerce platform was effective, especially in Taobao and JD.COM, where the daily users increased by 11.5% and 14.4% year-on-year.

Compared with the comprehensive e-commerce platform, the content platform is still in the stage of user competition, such as Tik Tok and Aauto Quicker, and the overall daily users are basically stable. In order to attract users to enter the live broadcast room and continue offline marketing activities, the total number of new users in Aauto Quicker and Tik Tok from May 18 to June 3 was 46.79 million and 25.74 million respectively.

However, despite the fierce competition between integrated e-commerce and content platforms around users. From the point of view of marketing nodes, the two sides are obviously staggered. Integrated e-commerce focuses on global (public domain and private domain) interoperability, attracting more users to enter the market, while the content platform focuses on content distribution and promoting transformation. In the process, "reducing costs and increasing efficiency" has become a mantra to attract businesses, such as accurate delivery, brand member operation, user circulation and interception on various platforms, and price comparison.

As a result, various platforms and brands have staged a drama of "combining Lian Heng": Taobao and Pinduoduo have 160 million users, Taobao and JD.COM have 127 million users, and JD.COM and Pinduoduo have 65 million users; Tik Tok Aauto Quicker registered 82 million users, Tik Tok Xiaohongshu registered 48 million users and Aauto Quicker Xiaohongshu registered 8.97 million users …

How to play specifically? Might as well read the report.

First, online consumption continued to grow and 618 remained active.

1. The value of online retail channels remains the same, and the forms of competition are diversified.

1.1 In the first half of 2023, the total retail sales of social consumer goods continued to grow, and the growth of online consumption was more prominent.

1.2 More than 80% of mobile netizens have online shopping habits, and mobile shopping channels maintain their value.

According to QuestMobile cmnet database, the active penetration rate of mobile shopping industry was 85.1% in June 2022, and reached 90.0% in November 2022, second only to mobile social industry.

1.3 At the same time, the e-commerce platform has a multi-portal layout, which increases the shopping convenience of users.

1.4 During the period of 618, users moved between multi-channel portals, and channel efficiency was more concerned by brands.

2. The integrated e-commerce platform deepens user value, while the content e-commerce platform grabs users.

2.1 During the period of 618, the mobile shopping industry was partially diverted, but the traffic at the big promotion node was more concentrated.

2.2 The number of users’ use decreased, but the duration of use increased, and the effect of the "deep ploughing" strategy of e-commerce platform appeared.

2.3 Important node users’ participation in advance has increased, and the habit of promoting consumption rhythm has been developed.

2.4 From the perspective of specific platforms, during the Head Integrated E-commerce Platform 618, user participation maintained a year-on-year growth, and the marketing rhythm was the same as in previous years.

2.5 During the promotion of content e-commerce platform, user activity increased steadily.

Second, the competition for users between channels is more fierce, and the drainage method is simple and direct.

1. The platform marketing strategy attracts users to participate in the "profit-making mode", and the exposure rhythm is stable and continuous.

1.1 The marketing nodes of all platforms are started in a staggered way, and the overall marketing cycle is consistent with last year.

1.2 The integrated e-commerce platform focuses on global drainage, and interactive gameplay connects public and private domain scenes in series; The live broadcast platform focuses on content distribution in the domain, and sales through S-class live broadcast rooms is still the main strategy.

1.3 give marketing and traffic subsidies from the merchant side, match the resources put in the station, and pay attention to the exclusive support policies of small and medium-sized sellers.

1.4 618 Content marketing of related topics has become an effective supplement to reach users.

1.5 During the promotion period, channel joint advertising continued to be an important marketing tool to promote transformation.

2. Users prefer to use multiple channels, and the focus of platform drainage falls to the final transformation link.

2.1 During the period of 618, users were used to placing orders after cross-platform comparison, and repeatedly compared and selected the goods with the highest cost performance.

2.2 For the platform, it is more important to increase the number and duration of user use than to compete for exclusive users.

2.3 From the results, the "618 Great Promotion" in 2023 will continue to stimulate user consumption.

3. The user increment of the integrated e-commerce platform remained stable.

3.1 During the 618 promotion period, the increment of e-commerce platforms remained stable, and Tik Tok and Aauto Quicker platforms acquired new users through various offline marketing actions during the same period.

3.2 New users are the main purchasing decision-makers in the family.

The first wave of big promotion also promoted the shopping enthusiasm of older people.

Third, the brand maintains its marketing investment and enhances its exposure.

1. During the period of June 18, 2023, the brand continued to strengthen the "low price" marketing strategy.

1.1 Advertising is more biased towards high-traffic exposure, and the advertising strategy is adjusted according to the marketing priorities.

1.2 The application scope of the overall low-price strategy has increased, and the strategies of different industries have been adjusted.

2. Internet advertising is still a routine operation of big promotion marketing, and exposure is released around key nodes of big promotion.

2.1 From the perspective of marketing rhythm, the brand pays more attention to the marketing preheating before the first wave of sales.

2.2 Brand drainage media is consistent with the source channels of shopping platform users, and relatively pays more attention to exposure on short video platforms.

2.3 From the category, facial skin care, perfume make-up and so on are all explosive products promoted by the brand, and the category of kitchen appliances and personal care appliances increased at a high rate year-on-year.

2.4 From the perspective of typical industries that mainly participate in the promotion, food and beverage pay attention to the exposure of each node, and household appliances and beauty cosmetics are more advanced than marketing.

2.5 Taking the beauty industry as an example, facial skin care and perfume make-up categories occupy the main investment resources, and the investment intensity continues to grow.

2.6 From the perspective of sub-categories, facial skin care is the core category of marketing during the promotion period, in which the essence is the most important product, and the men’s skin care category is the main product set.

2.7 From the specific point of view of explosive products, the mystery of Estee Lauder and Hailan is dominated by essence, and the competition for single products between categories is fierce.

2.8 Taking the household appliance industry as an example, typical seasonal categories and new categories are the focus of brand marketing.

Traditional brands maintain their marketing advantages over household appliances, while new brands dominate the marketing of new categories.

2.9 Taking the food and beverage industry as an example, seasonal and holiday sales are the key points.

2.10 Promote advertising on social media to achieve rapid exposure, and at the same time, cooperate with e-commerce to promote the rhythm of centralized delivery and accelerate the conversion cycle.

3, brand heat index map

The countdown to Biden’s inauguration ceremony officially advised people： Don’t come.

　　On January 14, members of the National Guard in the Capitol area in Washington, DC, USA.

　　On January 17, local time, the 72-hour countdown to the inauguration ceremony of the new US President Biden has entered. During the field visit, the reporter saw that Washington, the capital of the United States, which has been in shock since the riots on Capitol Hill, is now "fully armed". The White House, the Capitol and other places are "heavily guarded", and security facilities such as fences and roadblocks are common in the city center. Under the double shadow of the threat of violence and the spread of the epidemic, officials in Washington and nearby States have a suggestion for the American people who have the idea of viewing the ceremony — — Don’t come.

　　like confronting a formidable or mortal enemy—be on one’s guard against all possible dangers

　　The United States is fully guarded by land, sea and air.

　　"I’ve never seen this before."

　　The violent attack of demonstrators on the capitol on January 6 undoubtedly dealt a heavy blow to Washington’s psychological defense. The early warning of possible violent demonstrations before and after the inauguration ceremony has made Washington highly alert. Washington has continuously upgraded its security measures in the past few days and has entered a state of emergency since January 11.

　　In this case, the "nerve" of security work continues to be stimulated. According to local media reports, on January 15th, local time, the police arrested a man driving a truck at a checkpoint near the Capitol and found that he was carrying a pistol full of bullets, with more than 500 bullets in it and a forged document.

　　At present, downtown Washington is quite like a heavily guarded military base, with many soldiers, fences and roadblocks.

　　The U.S. Department of Defense said on January 15th that as many as 25,000 National Guard members have been authorized to assist in the security work of the inauguration ceremony of the President. This scale is equivalent to five times the total number of US troops currently stationed in Iraq and Afghanistan.

　　The Capitol and the White House are undoubtedly the two "key protection objects" related to Biden’s inauguration ceremony on January 20. The reporter saw that the Capitol, the White House and the nearby main sections have been surrounded by high fences to prevent climbing and roadblocks. Some major intersections have military personnel on duty and military vehicles parked, and security checks are provided for personnel and vehicles.

　　National mall, which is located between the Capitol and the White House, is closed for a week from January 15th. Washington Monument, the highest landmark in Washington, was closed from January 11th to 24th. Thirteen subway stations and several bus lines near the White House and the Capitol will be temporarily closed.

　　500 meters away from the North Gate of the White House, it can be seen that members of the American National Guard are fully armed to guard the intersection. 14th Street, not far from the White House, was originally quite busy, with restaurants, cafes and bars on both sides of the street, but there were few people this weekend. Many building doors and windows are nailed with wooden boards to prevent violence.

　　A passerby told reporters: "I have never seen this battle."

　　The capitals of 50 States in the United States are ready to respond to the demonstrations of Trump supporters. California, Illinois, Pennsylvania and Wisconsin all started the National Guard, and Texas directly closed the capital, and some States prohibited carrying weapons … … Each state has launched a variety of security measures to ensure safety during the inauguration ceremony.

　　According to Politico, the transportation modes of land, sea and air have all strengthened security. Major airlines are now banned from carrying guns, and alcohol services on board are suspended. The airport has opened a safe passage to protect officials from the threat of crowds. The Federal Aviation Administration (FAA) has also issued new regulations on high fines and even imprisonment for passengers in advance. In addition, trains and subways have taken corresponding measures such as closing stations or strengthening security forces.

　　Serious epidemic situation

　　The National Guard has no COVID-19 test plan.

　　The number of infected people is bound to increase further.

　　According to CNN, in order to ensure the security of the capital during the inauguration ceremony, the Pentagon authorized about 25,000 National Guards to travel to Washington. However, when this large number of personnel were dispatched, it was also the time when the United States had the largest number of deaths in the COVID-19 epidemic. According to Johns Hopkins University, in the first two weeks of 2021, that is, the first half of January, there were more than 3.2 million new cases in the United States.

　　A spokesman for the National Guard told CNN that most of the more than 20,000 National Guards had not been tested for COVID-19 before or after they were deployed from various states in the United States to Washington, D.C.. The spokesman said that the COVID-19 test for members of the National Guard was conducted "on a case-by-case basis", and those who had symptoms or had been exposed to Covid-19 were encouraged to take the test, but there was no extensive requirement. The existing screening procedures include temperature detection and screening inquiry. When the task to be performed allows, wearing a mask and social distance will also be carried out accordingly.

　　However, as we all know, asymptomatic infected people will also spread the virus. Without extensive testing, it is difficult to confirm whether any of these more than 20 thousand people carry the virus. In the event of a riot like January 6, it is impossible to maintain social distance.

　　According to the US Military Times, as of the afternoon of 15th local time, 43 of the more than 7,000 national guards in Washington have tested positive for Covid-19. As more national guards gather from all over the United States, the number of infected people is bound to increase further.

　　Jon harris, Major General of the Ohio National Guard, recently publicly expressed his worries: "I want to remind you that these National Guard people we called to work were doing other tasks the other day and had no idea that they would come to Washington. Bringing these people together is a real worry for us. "

　　Greater threat

　　There are "lone wolf" extremists recently.

　　Far more intense "counterattack"?

　　According to The Wall Street Journal, with the dramatic escalation of security measures in Washington, D.C. and state capitals, extremist organizations have also changed their strategies, which means that "lone wolf" extremists will become a greater threat in the next period of time, and it also means that a more intense "counterattack" may be ushered in for a longer period of time in the future.

　　It is reported that far-right organizations such as "Pride Boy" and "The Oathkeepers" who participated in the riots on January 6 urged their followers to avoid major cities with strong security forces at present, or to keep a "low profile" completely and avoid large-scale gatherings, or to gather outside the state capital.

　　However, these people still oppose the incoming new government team. Under the recent tight security, "lone wolf" extremists are difficult to monitor and pose the greatest threat. In the longer term, when the security deployment is relaxed, these far-right groups may become more aggressive in the next few months.

　　In an email sent on the 13th, the leaders of "Promise Keepers" also called the incoming president "illegal", demanded "assembly now" and reminded them to assemble near the state capital.

　　Enrique Tario, the leader of "Pride Boy", said in an interview on 15th that he is now considering some demonstrations that are "more effective, with fewer people, but can create more sparks", and may also participate in some non-violent activities, such as disturbing politicians’ speeches at rallies.

　　The Chinese Embassy in the United States "strongly reminds"

　　In addition to Washington, DC, many States in the United States have also stepped up their prevention against possible local violence before and after the inauguration ceremony of the president.

　　The Chinese Embassy in the United States issued an important notice on January 15, strongly reminding citizens and institutions in China to pay attention to the social security and epidemic situation in the United States:

　　At present, the security situation in the United States is extremely grim. Washington, D.C. has declared a state of emergency. The National Guard has deployed large-scale forces to safeguard the security of the capital, and various states have taken corresponding security measures to varying degrees. The social security situation is highly worrying. Recently, a citizen of China who is studying for a doctorate was shot and killed innocently. The epidemic situation in the United States is still developing, the number of confirmed cases and deaths has reached record highs, and mutant viruses are constantly appearing. The Embassy of China in the United States once again reminds citizens and institutions in China to raise their awareness of safety protection, pay close attention to local public security and epidemic situation, be vigilant and avoid going to demonstrations, assemblies and other gathering areas.

　　Know more about the news

　　On January 20th, Biden’s inauguration ceremony will be held in the Capitol as usual.

　　Trump has made it clear that he will not attend Biden’s inauguration ceremony. Although this is not the first time in history that the outgoing president missed the inauguration ceremony of his successor, it is also the first time in more than 150 years.

　　In the past, there was a presidential inauguration parade after the inauguration ceremony, which could March along Pennsylvania Avenue to the White House, but this link will probably shrink this year.

　　An activity was added before the inauguration this year, and a ceremony was planned to be held in the reflection pool in front of the Lincoln Memorial on the evening of January 19th to mourn the American people who lost their lives in the COVID-19 epidemic.

　　Chengdu Business Daily-Red Star Journalist Lin Rong Comprehensive Xinhua News Agency