2024年618全网销售数据解读报

Industry Investment Rating - The report does not explicitly provide an industry investment rating [1][2][3] Core Viewpoints - The 2024 "618" shopping festival saw a significant increase in sales across multiple platforms, with a focus on low-price strategies and enhanced user experience [5][6][7][9][10][12][15][17][18] - Platforms like Taobao, JD, and Douyin implemented various promotional strategies, including simplified rules, direct discounts, and AI-driven tools to boost sales and user engagement [7][12][14][15][16][17] - The competition among platforms intensified, with each striving to offer the lowest prices and best deals, leading to a highly competitive market environment [9][10][11] Platform Sales Performance - The total sales during the 2024 "618" shopping festival were substantial, with data covering over 20 platforms, 2565 categories, 90074 brands, and 20 million+ products [3][20] - Key platforms like Taobao, JD, and Douyin reported significant sales growth, with specific categories such as home appliances, beauty products, and pet food performing exceptionally well [20][26][30][38][40] Category Sales Overview - Grain and Oil Seasoning: Brands like Jinlongyu and Luhua dominated the market, with Jinlongyu holding a 48% platform share [26][27] - Snacks: Brands such as Three Squirrels and Liangpin Shop led the category, with Three Squirrels holding a 47% platform share [28][29] - Beauty and Skincare: International brands like Lancôme and Estée Lauder were prominent, but domestic brands like Proya and Chando also gained significant market share [30][31][32][33] - Home Appliances: Brands like Midea and Haier were top performers, with Midea holding a 28% platform share [40][41] Product Sales Momentum - Consumers showed a growing preference for healthy and high-quality products, with brands like Jinlongyu and October Fields gaining traction in the grain and oil category [42][43][44] - Domestic brands in the beauty and skincare sector, such as Proya and Chando, saw increased consumer trust and market share due to product upgrades and high-quality offerings [45][46][47] - Smart and health-focused home appliances, as well as high-quality pet food, were in high demand, reflecting a shift towards quality and health-conscious consumption [49][50][51] Marketing Dynamics - Platforms like Taobao and JD focused on simplifying shopping rules and enhancing user experience, with initiatives like direct discounts, AI-driven tools, and improved logistics [7][12][15][18] - Douyin and Kuaishou emphasized low-price strategies and extended promotional periods, with Douyin offering deep discounts and Kuaishou promoting a "618 every day" theme [17][18] - The introduction of AI tools, such as Taobao's AI bargaining assistant and JD's AI digital human live streaming, highlighted the increasing role of technology in driving sales [14][16]