“6·18”流量去哪了

Core Insights - The e-commerce platforms are entering a critical phase with the "6·18" shopping festival, significantly influenced by the "National Subsidy" policy, leading to a surge in sales for 3C digital products and home appliances [1][4] - The focus for this year's "6·18" is on how to engage rational consumers, as brands innovate their products to attract attention [1][4] Group 1: Sales Performance - The overall consumption landscape during this year's "6·18" shows three main characteristics: stockpiling of essential goods, upgrading of quality products, and a surge in "self-indulgent" interest-based goods [4] - In JD.com, sales of mobile communication and home appliances increased by 88% and 161% year-on-year, respectively, with specific price segments like 4000-6000 yuan for mobile phones seeing a 50% increase in transaction volume [4] - Tmall reported that the total transaction volume for mobile digital and home appliances participating in the "National Subsidy" program increased by 283% compared to last year's "Double 11" [5] Group 2: Product Launches and Trends - The launch of new products has been particularly strong during "6·18", with JD.com and Tmall seeing significant sales in new releases, especially in the 3C digital, beauty, and home appliance sectors [5] - Notably, JD.com sold out its Huawei Harmony folding screen laptop on the first day of sales, and over 3000 home appliance brands saw sales growth exceeding 100% for their "flash new products" [5] Group 3: Marketing Strategies - E-commerce giants are extending the promotional period and simplifying promotional rules to capture user attention in a saturated market [6] - JD.com has also opened new physical stores to enhance customer engagement, with one store in Beijing attracting over 100,000 visitors in just two days [6][7] Group 4: Market Challenges - Despite the efforts of e-commerce platforms, many small and medium-sized merchants are facing significant challenges, with reports of lower daily sales during the promotion compared to regular periods [8] - The competition for consumer attention is increasingly skewed towards larger platforms, with smaller merchants struggling to maintain sales volume [8][9] Group 5: Consumer Behavior - There is a noticeable shift towards rational consumption, with consumers prioritizing product functionality and quality over impulsive buying [9] - Merchants are adapting by focusing on supply chain capabilities and improving the quality-price ratio to meet consumer demands [9]