This year’s “June 18” is undoubtedly a great promotion with high hopes.
In the past weekend, JD and Ali showed their “6.18” trick. Jingdong, as the host, saves the voucher collection process and directly reduces the full amount, striving to maximize the promotion effect. The platform side has racked its brains in mobilizing the enthusiasm of consumers and brands, calling for more small and medium-sized enterprises to carry the “6.18” banner for immediate sales and the next step of survival. Of course, participants in the promotion need to solve more difficult problems than in previous years. Logistics timeliness and smooth pick-up test the scheduling ability of all parties.
It can be predicted that in the coming month, the platform will do its best to attract businesses and impact sales. Before the physical retail has not recovered to the level of the same period, this year’s “June 18” should become a “key battle” to stimulate consumption and regain confidence in the consumer market.
offer to simplify and compete for traffic at 8 p.m.
“Less routine and more sincerity” is the most popular demand of consumers during the previous promotion, and it is also the evidence that “one’s own family is better than others” among competitors. Compared with previous years of building, planting trees, forming teams and receiving vouchers The platform designed fancy games to attract traffic. This “6.18” obviously lacks some routines. It wants to realize the growth of transaction data through direct paymentp align=”center”>
Every year is the most favorable, and this year is no exception. At the “6.18” jd.com press conference, jd.com announced that this year’s discount will be adjusted to 299 for cross store sales and 50 for cross store sales Wu bogang, the relevant person in charge of Jingdong’s “6.18” promotion, said in an interview, “this year’s Cross store full reduction is also the most in the past years.”
Ali, who will also wave the banner on “6.18” with JD, will naturally not miss this traffic dividend. As for the full discount, Ali released the signal of “I’m more cost-effective”, but was cautious not to be too aggressive. Just a few days ago, tmall announced the “6.18” cross store full discount rule: 50 for 300.
If the full reduction of the promotion amount compared with the two is equal, it is indeed much more favorable than in previous years. Beijing Business Daily reporter checked the full reduction rules greatly promoted in previous years and found that most of the two are full 200 minus 30, full 300 minus 40, etc.
The new “6.18” will change not only the full discount, but also the opening time. During the “June 18” period, jd.com officially launched on May 23, while tmall set the time for the pre-sale deposit as May 26, but both of them were interested in the “8 PM” of the day instead of 24 PM in previous years. Consumers really don’t have to stay up late, but the assistance of live broadcasting may urge consumers to place orders faster.
In order to win the favor of consumers, the new product marketing method used by e-commerce enterprises has been tried repeatedly. According to JD’s public data, the proportion of new products brought to consumers by JD on June 18 this year will increase by more than 20% compared with last year, and JD’s little magic cube will launch more than 200 new products.
Facts have proved that the platform is unwilling to let go of the trading orders every minute during the promotion period, even online trading. During the “June 18” period, JD will also achieve Wuxi Online Offline Communication Information Technology Co.Ltd(300959) same frequency with millions of offline physical stores. Jingdong’s new business “Jingdong new department store” will also appear during the “June 18” period.
In addition, JD retail’s real-time retail business will also cooperate with Wal Mart, China Resources Vanguard, Apple authorized distribution stores, Sephora, Kidswant Children Products Co.Ltd(301078) and other more than 150000 offline physical stores across the country to provide consumers in more than 1700 counties, regions and cities with real-time delivery of hours or even minutes.
stock volume tripled, and small and medium-sized businesses supported “6.18”
For this year’s “Jingdong 618”, Guo Jing, the founder of the brand, has prepared 300000 pairs of shoes. The stock volume during the whole “June 18” period has tripled compared with last year. Guo Jing is ready to show his skills.
For small and medium-sized enterprises like Guo Jing, this year’s “June 18” is a rare opportunity, but it is also a huge test. Now in this special period, raw material supply and logistics distribution are difficult for businesses. “If there is a shortage of raw material supply, there may be a shutdown for one week to half a month. This situation must not occur during the ‘June 18’ period.” Guo Jing’s nerves are tense all the time, and he doesn’t dare to relax for a moment.
In order to successfully participate in the “6.18”, Guo Jing did not dare to make any mistakes in the production schedule. “The production cycle is calculated by month and day. If the production is stopped for one day, it will take 5 or 10 days to make up for the loss.” Guo Jinghua’s problems are far more than these. He said that in terms of orders, the obstruction of production will lead to the backlog of subsequent incoming orders. In order to solve the backlog, the factory will increase more investment, such as manpower and equipment. If there is a chain reaction of supply interruption and process backlog, the brand will face the loss and pressure of operation.
It can be seen that small and medium-sized enterprises such as Guo Jing have made great efforts and are full of expectations to participate in the “6.18” as scheduled and calmly deal with the “6.18”. Guo Jing said: “on the whole, China’s logistics is gradually recovering and goods can be delivered to consumers smoothly.” This is a sports shoe brand transformed from Putian industrial belt. This year, it can participate in “6.18”, which makes Guo Jing have a clearer plan for the future of the brand. “After cooperating with the platform, the focus of the user population and the transactions formed meet the expectations. We expect that the sales of the brand will increase five or six times in the future.”
Tian Yina, head of pop Department of Jingdong clothing, shoes, bags and suitcases, said that many businesses have the need to expand their warehouse. Up to now, 30% of pop businesses in shoes and bags have expressed their willingness to cooperate in warehouse.
Xin Lijun, CEO of JD retail, mentioned that JD will focus on small and medium-sized businesses, reduce the impact of the epidemic on small and medium-sized businesses through a series of cost reduction and efficiency measures, and help them increase the input-output ratio of “JD 618” by at least 20%.
Although it is difficult for small and medium-sized enterprises like Wanmi to sit in the brand halo like mature big brands and may not be able to produce amazing sales, they are no less important than the former. In 2021, the general office of the State Council issued the notice on Further Strengthening the relief and assistance to small and medium-sized enterprises (hereinafter referred to as the notice), which pointed out that small and medium-sized enterprises are the main force of national economic and social development and play an important role in promoting growth, ensuring employment and improving people’s livelihood. Affected by the rising prices of raw materials, insufficient orders, difficult and expensive employment, slow collection of accounts receivable, high logistics costs, the spread of covid-19 pneumonia, power outages and power rationing in some areas, the cost pressure of small and medium-sized enterprises has increased and their business difficulties have intensified.
The notice clearly stipulates that it is necessary to strengthen the support of relief funds, encourage local governments to arrange relief funds for small and medium-sized enterprises, implement the policies of interest discount and reward and subsidy of entrepreneurship guarantee loans, and make good use of the funds for reducing fees and reward and subsidy of financing guarantee for small and micro enterprises. Flexible and accurate use of a variety of financial policy tools, make good use of the newly increased small refinancing line of 300 billion yuan, increase the investment of credit loans, and strengthen working capital loan support for small and micro enterprises seriously affected by covid-19 pneumonia, floods and rising raw material prices.
cut down the logistics transfer link to ensure that the express delivery is unimpeded
The “June 18” promotion is imminent. Under the epidemic prevention and control, logistics distribution will also be a “supply guarantee” action. A user living in Haidian said that the epidemic prevention in Haidian has been upgraded recently. Although his community is not in the sealed control area, the community also requires residents to go to the door shelf to receive express delivery. In addition, some users also encountered the situation that they could not place an order on the e-commerce platform, the merchant delayed delivery and could not send mail.
For this kind of situation, a senior logistics practitioner explained to the reporter of Beijing Business Daily that this is mainly affected by two factors. The first is whether the nearby outlets have opened the receiving and mailing business of the community, and whether the latter is in the area affected by the epidemic. The second is to see whether the transfer center of the place of shipment has a direct train to the transfer center of the destination. “For example, the number of passes in some cities is limited, and only some transfer centers have restored vehicles, which will have a certain impact on express delivery.” The logistics practitioners said.
In order to ensure the timely receipt of commodity orders during the “June 18” period, logistics enterprises are trying to optimize the performance route to minimize emergencies on the way. According to the relevant person in charge of JD logistics network planning, JD’s normalized performance chain will pass through the hub node of JD logistics. However, in the epidemic prevention and control environment, JD logistics has also explored a new mode of temporary special warehouse for guarantee and supply, which can realize the direct delivery of materials from brands into the warehouse, and eliminate some uncontrollable factors in the middle with the short chain mode.
It is understood that in the past few years, JD logistics began to implement the “provincial warehouse plan” to sink the regional network in provinces, especially for people’s livelihood products. Therefore, when there is control in a certain place, it will not affect the supply of other cities in a large area.
“According to the situation in Shanghai, in April, we built a new guaranteed supply warehouse to simplify the categories, provide more people’s livelihood products in the form of packages, and try to realize the direct guaranteed supply warehouse issued by suppliers at the front end to simplify the performance link. We will also gradually pilot this model in first tier cities such as Beijing, Shenzhen and Guangzhou.” The person in charge said.
JD expects that during the “June 18” promotion this year, the peak daily operating volume of the platform will exceed 60 million pieces. In terms of transportation capacity, Jingdong Logistics has opened more than 50000 transportation lines and started nearly 70000 times a day.
It is understood that in addition to JD logistics, Shentong, rookie and other enterprises have also made preparations in advance. The relevant person in charge of rookies said that this year’s “June 18”, rookies will play a combination of “pre-sale speed + pre-sale lead + pre package pretreatment” to promote pre-processing. At the same time, they will strengthen the on-demand door-to-door delivery experience.
