Taobao, Jingdong strong attack, Pinduoduo hold fast, 618 carnival behind the flow of the war of contention

I. Mobile shopping APP industry maintains rapid growth during the 618 promotion

1, during the 618 period in 2019, the overall scale of the mobile shopping APP industry showed an average year-on-year growth rate of 26%, starting from the warm-up period, the scale of daily active users gradually pulled up, and reached a peak of 520 million on the day of June 18, an increase of about 75 million compared with May 20, and a year-on-year growth of 18.4%

2, this year's 618 e-commerce shopping festival activities to continue last year's trend, the typical platform to lengthen the activity cycle, from the start of late May, cross-month promotions, activities in the form of warm-up period and the formal period

Mobile Taobao accelerated its penetration into the sinking market, restarting a series of engines such as Spotify, which brought a new wave of growth, with DAU reaching a peak of 300 million on June 16, a huge increase of 48 million from May 20th;

Pinduoduo evenly distributed all kinds of activities, supplemented by preferential subsidies throughout the whole process, DAU performance is relatively smooth;

Jingdong, on the other hand, by virtue of the spike day and the advantage of the category's activity day, contributing to the flow of multiple outbreaks, the day of June 18th DAU close to 90 million, compared with the May 20 growth of 90%;

Vipshop joins hands with Total K Song to play with the private domain traffic of red people, and the DAU on the peak activity day of June 16th was close to 25 million, an increase of more than 11 million compared with the preheating period (11th);

Suning.com continues to focus on the "two big, two small, multi-specialized", omni-channel reach to the user, in the promotion of the official period of force, DAU on June 18th day close to ten million quantitative level.

3, WeChat small program is also helping e-commerce 618, Jingdong borrowed the big promotion activities, the use of WeChat traffic efficiency significantly improved, Jingdong shopping small program daily activity in 618 day compared to 520 increased by nearly 2 times, the volume has been close to Jinduoduo

4, WeChat small program has become a new channel for e-commerce rapid access to users, based on the chain between friends and family, the formation of a huge social private domain traffic, boosting the rapid growth in the size of each e-commerce small program

Second, half of the 618 promotion traffic draws from the sinking market

1, with the traffic gap situation is more and more serious, the head of the e-commerce began to seek traffic to the sinking market, during the 618 period, more than half of the flow of the mobile shopping industry from the sinking channel

In this promotion, 52% of mobile Taobao users and 48% of Jingdong users are situated in third-tier and lower cities, and the head e-commerce companies have achieved some results in the sinking market.

2, compared with the mobile shopping industry, mobile Taobao and Jingdong new sinking users are more from small town male youths

3, the sinking market demographic dividend is gradually producing results, each are trying to sink to the third and fourth tier and the following cities, the new ways are different, including and not limited to pop-up group buying, small games, low price attraction, etc.

4, by accelerating the sinking, Jingdong and mobile Taobao also entered the sinking field, with better supply chain capabilities to attract a certain amount of Pinduoduo users

Third, industry players continue to develop new ways of playing, strengthen the ability to attract traffic, and attract people with high realization potential

1, content, red people with goods at the time, based on the discovery - grass - purchase process, Xiaohongshu has become a new source of traffic on the e-commerce platform, microblogging on the e-commerce traffic contribution has also been further expanded

2, Taobao live has occupied APP internal 3% click traffic, live reddit help Taobao from "goods and people" to "people and people" change, reddit, goods, the relationship between consumers more and more closely

3, like to watch live for online shopping crowd, although the length of time on the Internet and the average level of difference is not great, but nearly 80% of their spending power in the middle to high level

4, Jingdong selected Rocket Girl 101 as the spokesperson for 618, three-dimensional marketing, prying the demand for rice circles

5、Internet crowd is a loyal online active group, with monthly online time close to 300 hours, consumption ability much higher than the average level of Internet users, and higher commercial realization value.

6, at the same time, during this year's 618 Jingdong through a variety of ways to expand paid membership rights and interests, stimulate users to renew; and Tencent video rights to pass, a rough estimate, on June 16, at least 800,000 users to complete the renewal through the channel

Fourth, the highlights of other types of e-commerce during the 618 promotion performance

1, fresh e-commerce to help the fruit free, 618 activities during the industry's outstanding performance, maintaining an average year-on-year growth rate of more than 60%

2、Multi-point focuses its traffic on APP, reaching the peak of the daily activity stage on June 18; Daily Yufu and Jingdong to Home use panoramic channels to bloom in many places

3, at this stage, the typical community group purchase has initially formed a secondary structure, during the 618 period, the average daily active user size of the Xingsheng preferred WeChat small program exceeded 1.5 million