On the evening of June 17, the annual JD.com 618 event entered its climax. "JD 618 Happy Night" jointly organized by Hunan Satellite TV, Mango TV, and JD.com was held as scheduled at 19:30.
Previously, the Ministry of Commerce determined 2024 as the "Consumption Promotion Year". To this end, the three platforms of Hunan Satellite TV, Mango TV, and JD.com have upgraded the commercial party model and proposed a new party method of "co-creating a stage show". With the party atmosphere as the core, the cake icon dance beauty is visualized, and the open stage and active The atmosphere creates an immersive party with emotional resonance and value resonance for the audience.
"This time "Jingdong 618 Happy Night" will capture the attention of the audience and platform users from various aspects such as content, stage design, and benefits, and create a carnival atmosphere through the interactive integration of content, form, and value." "Jingdong 618 Happy Night" According to Andersen, the producer of "Jingdong 618 Happy Night", this year's "JD.com 618 Happy Night" has undergone various upgrades and innovations in content design.
At the same time, JD.com’s 618 “last 28 hours” also officially started at 8 pm on June 17. The reporter noticed that in less than half an hour, Jingdong Supermarket’s purchasing and sales live broadcast room had attracted nearly 10 million views.
This is inseparable from JD.com’s “generousness”. According to JD.com officials, starting from 8 pm on June 17, this year’s 618, JD.com announced that it will invest an additional over 10 billion yuan to subsidize users, and at the same time launch a “super surprise red envelope”. The limit is as high as 3,800 yuan.
In addition, viewers can also open the JD.com app and shake to participate in the lottery while watching the party stage performance. Prizes include 21 " Extreme Krypton x artist " co-branded cars, Altay villas, tens of millions of physical gifts and 1 billion red envelopes .
It is worth mentioning that this year’s 618 is also JD.com’s 21st anniversary. As the initiator of the 618 promotion, JD.com 618 will also launch a "birthday gift" event. Users whose birthdays are in June place an order on the same day and pay with JD.com, and can enjoy random free orders up to 50,000 yuan.
It can be found that as the 618 promotion is coming to an end, JD.com is trying its best to attract more users to place orders and grab a higher market share during the mid-year promotion.
In the market environment of the stock era, the “war for people” among e-commerce platforms has become increasingly fierce. This year's 618, in addition to traditional e-commerce platforms, short video platforms and "new players" such as Xiaohongshu and Bilibili also sat on the 618 card table this year.
This may also be an important reason why JD.com restarted the investment promotion for the 618 Gala after the "hiatus" last year.
According to Sina Technology reports, In 2021 and 2022, the JD.com 618 Gala will be hosted by Beijing Satellite TV and Tianjin Satellite TV. The 2023 JD.com 618 Gala will coincide with JD.com’s 20th anniversary. However, unlike in the past when it cooperated with major TV stations to stir up public opinion, last year’s JD.com 618 Gala only chose to be broadcast on its own live broadcast platform.
While grasping "traffic", JD.com is also striving for "low price". In order to bring consumers a "cheaper" shopping experience, this year's JD.com 618 not only has tens of billions of subsidies, cheap and free shipping, etc., but consumers can also receive an additional subsidy of 20 yuan per day. At the same time, JD.com launched the "2 Yuan Free Shipping Day", bringing millions of 2 Yuan welfare products, as well as many low-priced goods from the industrial belt with free shipping.
Driven by various activities, JD.com had a “good start” on the first day of sales on May 31st. Jingdong 618 has been on sale for 24 hours. The number of viewers of Jingdong's live broadcast has increased by 460% year-on-year. The order volume of Jingdong's purchasing and selling live broadcast has increased by 300% compared with the 4-hour opening on 11.11 in 2023.
In the final "sprint" of 618, reporters will continue to pay attention to whether JD.com can "get what it wants".
Comprehensive report by Xiaoxiang Morning News reporter Li Xuanzi
