【蝉妈妈】抖音电商2024年618好物节前瞻报告

Investment Rating - The report does not explicitly state an investment rating for the industry Core Insights - Douyin's 618 shopping festival in 2023 saw a 70% increase in payment GMV compared to the previous year, highlighting its strong influence in the e-commerce sector [3] - The report analyzes data from the 2023 618 and Double Eleven shopping festivals to predict market trends, popular products, consumer preferences, and valuable target demographics for merchants and consumers [3] - The 2024 618 shopping festival is expected to attract a significant number of consumers, particularly among the post-90s and post-00s demographics, with the latter group increasing by 2.1 times year-on-year [3] Summary by Sections Section 1: Platform Strategies - Douyin has shifted to a product-centric approach for its promotions, focusing on better products and experiences [7] - The platform will implement various promotional strategies, including discounts and live streaming events, to enhance consumer engagement [5][6] Section 2: Consumer Trends - The report indicates that the average order value during the 618 festival has tripled since 2021, with new product categories like deposit pre-sale and virtual recharge contributing to revenue growth [3] - The 2023 festival attracted a large number of consumers through various promotional methods, including cross-store discounts and consumption coupons [3] Section 3: Paid Traffic Insights - The report forecasts that paid traffic during the 2024 618 festival will exceed 33%, indicating a more competitive advertising landscape [14] - Brands are advised to plan their marketing resources effectively, especially during the pre-heating period leading up to the festival [14] Section 4: Product Trends - The report identifies key product categories expected to perform well in the 2024 festival, including beauty, apparel, 3C electronics, food, and pet products [25] - Specific trending products in the beauty sector include anti-wrinkle serums and facial masks, while the apparel sector sees a rise in casual wear and vacation dresses [28][32] Section 5: Video Marketing Strategies - Mid-length videos have shown significant effectiveness in driving consumer engagement during the 618 festival, with humorous and pet-related content performing particularly well [22] - The report suggests combining general audience content with niche content for optimal engagement during the promotional period [22]