Friday Forum – We bring the hottest questions from the Chinese Social & Digital space to our brightest minds.
周五论坛——让中国社交与数字领域最热门的话题碰撞出思维火花

How will this year’s 618 shopping festival differ from the previous year?
你觉得今年的618购物节与往年有何不同?

Dandy Liu
Copywriter / We Are Social

今年疫情为各大商家带来的KPI压力,将压缩到618活动周期和活动力度上。首先活动周期将普遍变长;其次是在优惠玩法,如京东天猫的超级红包、半价商品集合页、格力空调限时直降冲销量等,降利多销将是今年618各大商家的核心战略。

Due to the epidemic, many brands have high hopes of pushing their KPIs during this short period of the 618 shopping festival. First of all, the campaign cycle will be generally longer to generate more sales. Secondly, it will be a heavy focus on discounts, such as Super Hongbaos on JD.com and Tmall, half-price deals, time-limited sales campaigns, etc. Reducing profit for more sales is the core strategy for major merchants on this year’s 618 festival.

Louis Li
Copywriter / We Are Social

首先想到的应该是直播+电商的突起吧。就在两三年前,各品牌方还是通过官媒或者KOL在微博、微信等社交平台为618预热吆喝,到现在几乎人人都在做“直播带货”。

这是一种“更轻快”和“更交互”的内容形式,改变了人们习惯的消费模式。同时,很多数据也可以显示,直播带货这一新模式对于购买转化率也比“传统“的社交电商具有更有力的促进作用。尤其是在新冠疫情特殊事件爆发后,直播电商又迎来一波增长,从薇娅到李佳琦再到抖音的罗永浩,这一批所谓的带货达人不仅仅有力地帮助商家出货,同时也带动了很多商家自身进行尝试。

Just two or three years ago, brands were promoting 618 through traditional marketing or KOLs on Weibo, WeChat, and other social platforms. Today, everyone is doing live-streaming promotions.

Today, the way people consume content is more lively and interactive. At the same time, data shows the new form of live-streaming promotion has a bigger effect on purchase conversion than traditional social e-commerce. Especially after the outbreak of COVID-19, live-streaming e-commerce has experienced another wave of growth. From Wei Ya and Li Jiaqi to Luo Yonghao on Douyin, these so-called “promotion experts" not only help merchants to sell products but also drive many merchants to try live-streaming by themselves.

Penny Chen
Copywriter / We Are Social

由于疫情、热搜停摆等事件的影响,体感上今年618并没有非常热闹,虽然有超级晚在强行制造话题。另外,会觉得直播带货是今年618相对特别的地方。除了大主播之外,更多促销机制被更普遍地植入到更多主播的直播间内,人们一方面需要直播给自己带来好的推荐与福利,另一方面又被更多的主播选择分散掉注意力,这让我怀疑直播的强带货能力还能维持多久。

The impact of the epidemic, the current inaccessibility to Weibo's 'Hot Search List', and other ongoing events, have made this year's 618 less viral and lively, although it will have a big launch event to catch attention. Live-streaming promotions will take the front stage for sure. Besides utilizing big names in the live-streaming space, it will be a big focus on more promotion mechanisms throughout the live-streams. On the one hand, people need recommendations and discounts brought by live-streaming; on the other hand, people are distracted by the massive selection of live-streams, which makes me question how promotions on live-streams can remain relevant and successful.

Leeya Liu
Copywriter / We Are Social

今年618比往年的折扣力度更强、节奏感也更强一些。
折扣力度方面,京东和天猫的百亿补贴计划是今年618才让人注意到的新项目,优惠很大。同时,今年天猫的300-40津贴玩法明显比之前几年300-30力度大,更叠加了种种购物券,促进交易额的意图很明显。
在活动节奏上,主要是天猫方面节奏更强。前几年618营销爆点主要集中在618当天,这两年61与616两个时间节点力度越来越重,直到今年,61与616有了比肩甚至赶超618的节奏强度。感官上,天猫的618渐渐成长为一个时间跨度长,高潮迭起的购物狂欢季。

This year's 618 shopping festival is all about discounts.
The focus of heavy discounts even has its own project name by JD.com and Tmall: "The Ten Billion Subsidy Plan". If "30 off on every 300 RMB" was a thing in previous years, this year it will be "40 off on every 300 RMB". Discount coupons showcase the obvious focus on increasing consumption volume.

In terms of timeline, Tmall is more aggressive. In previous years, the 618 festival was mostly focusing on the actual day of June 18. In the last two years, it has intensified to focus on the days between June 1 and June 16. This year, it even looks like June 1 and June 16 have caught up with or even surpassed 618. Impressively, 618 on Tmall has become a long-term, climactic shopping spree.

Emily Zhang
Copywriter / We Are Social

随着李佳琦、薇娅等直播主创造的各种销量奇迹,直播卖货迎来了它的蓬勃发展。今年618,品牌店铺直播带货变成了主流。直播卖货有种魔力,直观的产品展示+留言实时互动,让网购也有了线下购物的真实体验,吸引到更多人群前往下单。
感谢中国电商行业的蓬勃发展,它让我快乐了很多年。
不说了,我下单去了。

Made incredibly successful due to the famous live-streamers Li Jiaqi and Weiya, be prepared to see live-streaming come to its completion during this year's 618 festival with brands handling their own live-streams. We can't deny the benefits of live-streaming with real-time interactions and spontaneous product demonstrations, which allows for a more vivid shopping experience and higher chance people will place an order.

The booming development of e-commerce in China has brought me happiness for so many years.
I think it's time for me to place an order. Bye!