Approaching the Spring Festival of the year of the tiger, the online new year goods festival activities of major e-commerce platforms have opened one after another, which will also become an important window for the release of consumer demand of Chinese residents.
The reporter of securities times · e company noted that in this year’s online New Year’s festival, many e-commerce companies have added new differentiated interactive methods. For example, Gome’s e-commerce platform “true happiness” has added entertainment methods such as new year’s creative events and interesting lists, and JD has also launched a variety of interactive games for the new year’s festival.
On the other hand, from the perspective of commodity supply, characteristic commodities are also more abundant. Alibaba tiktok special purchases for the Spring Festival, which is the main sunk market, announced that it linked the provinces and cities of the country, and launched the map of the special flavor year. While the new business representatives, the jitter business providers were constantly promoting the brand of domestic products, and launched the special products of domestic products.
In this regard, Li Yongjian, director of the Internet Economy Research Office of the Institute of financial strategy of the Chinese Academy of Social Sciences, told e-company reporters that the e-commerce platform has played a great role in the rapid recovery of Chinese consumption. “On the whole, during this year’s new year’s goods Festival, e-commerce platforms have invested more characteristic commodities and are more closely linked with the commercial departments of local governments. From the perspective of industry development, the trend of integration of e-commerce platforms in Wuxi Online Offline Communication Information Technology Co.Ltd(300959) is more obvious during the new year’s goods Festival”.
From the policy side, the favorable policies of national and local governments to stimulate consumption have also continued. On January 16, the national development and Reform Commission put forward ten measures, including taking measures according to local conditions to meet residents’ festival consumption needs and creating an upgraded version of online festival consumption. The Ministry of Commerce previously announced that, together with relevant departments, it will jointly guide e-commerce and related enterprises to hold the “2022 national online annual goods Festival” from January 10 to February 7. Yunnan, Fujian, Guangxi and other places will also issue tens of millions of yuan of coupons to carry out online promotion activities
the new year competition of major e-commerce began
In the industry’s view, online New Year’s festival promotion is another key period for major e-commerce platforms to attract traffic or stabilize market share after traditional e-commerce festivals such as “618” and “double 11”, which can be described as the beginning of a new round of competition in the new year.
Jingdong, a traditional old e-commerce, opened the new year goods Festival earlier. At 8:00 p.m. before Laba on January 9, the 2022 Jingdong new year goods festival was fully opened. Until February 7, all kinds of value-added new year goods were gathered to meet consumers’ demand for one-stop purchase of new year goods. This time, Jingdong New Year’s festival also prepared a variety of interactive playing methods. It is understood that from 8 p.m. on January 9, a variety of interactive games represented by “national fried new year beast” and “city divided cash” will continue to be online, and shopping for new year goods will divide up cash red envelopes or Jingdou.
In terms of service, JD is also constantly innovating. On January 14, jd.com announced the launch of the “worry free annual gift” service. Users who buy goods with the “worry free annual gift” service can enjoy the “full escort annual gift of customer service”, “barrier free after-sales service of the consignee” and “intimate guidance for elders”. “Barrier free after-sales service for gift recipients” is the industry’s first service solution. It solves the pain point of industry-level users that “gift recipients cannot carry out after-sales independently” through an electronic “JD service card”.
Gome retail continued to increase the strength of Wuxi Online Offline Communication Information Technology Co.Ltd(300959) integrated promotion after the return of Founder Huang Guangyu. On January 15, the China Federation of Commerce and Gome retail announced the launch of the 2022 (12th) national annual Shopping Festival. It is understood that Gome will give full play to the advantages of Wuxi Online Offline Communication Information Technology Co.Ltd(300959) dual platform linkage to meet the needs of consumers for one-stop purchase of new year goods.
Wang Bo, CEO of Gome, said that the offline stores of Gome launched a series of activities such as annual explosive products as low as 7 fold up. The online “really happy” app platform has also created five activity periods such as “happy new year goods Street”. At the same time, a variety of new year creative events, interesting lists, small games and other entertainment methods have joined. In terms of commodities, GOME stores in various regions will also give play to local characteristics and prepare new year products including popular household appliances and local place names, excellent and special products for consumers together with local China Federation of Commerce organizations.
As Alibaba’s e-commerce focusing on the sinking market, taote launched a special flavor New Year’s goods map at this year’s new year’s goods Festival. According to Gao Zihan, the person in charge of taote New Year’s festival, in order to enable consumers all over the country to enjoy the new year’s flavor and characteristic new year’s goods in other places, taote linked the origin of provinces and cities across the country this time, launched a map of characteristic flavor New Year’s goods for each province and city, and created a list of flavor New Year’s goods according to the local food characteristics of each province and city
new e-commerce and local living platforms join
One of the new business platform representatives, the voice business, opened the tiktok event. Special purchases for the Spring Festival of special purchases for the Spring Festival were launched in January 14th. The tiktok will continue to offer preferential measures to meet the needs of consumers’ annual Shopping Festival.
Tiktok electricity supplier annual report of domestic development shows that in 2021, the sales volume of domestic brands of vibrant electricity providers increased by 667% over the same period last year. Tiktok has become an important part of meeting the diversified demand of consumers for shopping, and the platform is also becoming a key force to help the rapid development of domestic brands. The voice of the electricity supplier also released the list of 2021, taking stock of the 14 industry tiktok brand and single product situation in 14 industries. Among the 14 lists released, many lists are led by domestic products.
Another mengguan group, known as a new e-commerce, has set up different themes of new year’s goods during the new year’s goods festival to realize the new year’s goods scene reached by users in a multi-dimensional and full range of categories, including theme activities such as new year’s clothes, new year’s goods hoarding gifts and non closing of the Spring Festival, involving the main categories of home, women’s clothing, mother and baby, and home appliances to meet the all-round needs of consumers.
There are also chain supermarkets with joint brands that directly increase subsidies. The reporter learned from the company on the 18th that multipoint dmall, together with Beijing Wumart and major brands, launched the Wuxi Online Offline Communication Information Technology Co.Ltd(300959) omni-channel Spring Festival supply guarantee promotion of “Nianhuo Street” on January 7. It is understood that from January 7 (the fifth day of the twelfth lunar month) to February 8 (the eighth day of the first lunar month), Beijing Wumart United major brands are expected to invest 100 million yuan in various concessions.
In addition, the local life platform has also joined the promotion activities of the New Year Festival. On January 17, hungry Yao announced a special event to jointly promote the new year goods festival with nearly 1000 merchants in Beijing. It is reported that the “2022 Beijing New Year’s festival” has been launched. If you are hungry, you will carry out the “national red envelope” discount during the event, jointly launch a special event for the new year’s festival with nearly 1000 catering enterprises and retail merchants in Beijing, and put in various discounts of more than 60 million yuan.
