’s annual 618 Mid-year Promotion has come to an end, and various platforms and merchants have revealed their achievements. According to Xinxuan Group, the leading live streaming e-commerce company, as of June 18, Xinxuan has arranged more than 200 live broadcasts for the Mid-year celebrations, with a total number of goods sold of nearly 40 million orders and a total popularity of 428 million in the live broadcast rooms.
Compared with the enthusiasm of previous years, this year’s 618 is a bit more rational. Various platforms have experienced changes such as the lengthening of the front line and the cancellation of pre-sales, but the live broadcast room of the head anchor is still responsible for cost performance and atmosphere. According to statistics, during the Xinxuan 618 period, there were 10 live broadcasts that exceeded 10 million, and 37 live broadcasts that exceeded 10 million. Among them, on May 25, Xinba Xinyouzhi, the founder of Xinxuan, launched the 618 premiere, with total sales of 1.427 billion yuan. In addition to top anchors such as Simba, Dandan, Shi Dameili, and Zhao Mengche, there are 15 vertical anchors whose single-game sales exceeded 10 million yuan.
Chinese brands are full of vitality in Xinxuan’s live broadcast room. According to statistics, during this 618, Xinxuan cooperated with 2,844 brands, a year-on-year increase of 17%, of which Chinese brands accounted for 83.8%. Sales of many brands such as Chivas, Honor, and Vivo exceeded 10 million in Xinxuan’s live broadcast room, and nearly 80 domestic brands achieved sales of more than 10 million. The low-price and cost-effective mechanism of big-name brands has attracted countless users to place orders. In the Simba live broadcast room, Xiaomi civi3 mobile phone sold more than 36,000 orders as soon as it was put on the shelves, with sales of up to 72 million yuan; Mengniu Deluxe Milk sold more than 300,000 pieces, with total sales exceeding 47 million yuan.
The 618 products selected by Xin this time cover 14 categories such as mobile phones and digital products, fresh food, personal care and cosmetics, clothing, shoes and bags, covering users’ daily necessities, food, clothing, housing, daily necessities, daily necessities, and more abundant than in previous years. The beauty category is still the most popular choice among users, accounting for 30.3%, and the fresh food category accounts for 16%. Among them, the sales of seasonal fresh fruits reached 230 million yuan, contributing to rural revitalization.
It is worth mentioning that the demand for high-unit-price products such as mobile digital phones, household appliances, and home building materials was relatively strong in the Xinxuan Year Mid-year Celebration Live Broadcast Room, accounting for 25.9% of total sales, showing the vitality of the "trust economy." Especially in the home building materials category, sales increased by 274% year-on-year. At the same time, these categories have also raised the overall price line of Xinxuan Live Room. According to statistics, during the 618 period, Xinxuan Live Room’s sales of products with a unit price of more than 1,200 yuan accounted for 31.3%.
In addition, the demand for cultural and sports products such as books, road bikes, and sports equipment is more diverse than in previous years, with total sales of nearly 100 million yuan, reflecting users' concern for health and self-improvement.
Xinxuan is also one of the first live broadcast e-commerce companies to build a self-operated supply chain. It has incubated nearly 20 self-operated brands with sales exceeding 100 million in fields such as beauty, daily chemicals, and clothing. During this 618 period, Jianfeng Eaters, a self-operated brand focusing on the field of healthy food, launched a number of popular products for users. In a single live broadcast, more than 1.11 million products were sold, with sales exceeding 75 million yuan.
As the live broadcast e-commerce industry gradually matures and enters the era of stock competition, the in-depth development of products, supply chains, and services has become the moat for industry competition. The consumption power of Xinxuan Live Broadcast Room, which adheres to "long-termism", continues to be strong. Simba said: We should not be afraid of others' power. It is enough to maintain our own traffic and serve Xinxuan users well. During
618, Xinxuan has more than 2,000 customer service personnel to provide users with 7*24 hours of uninterrupted service, providing users with heart-warming service guarantees beyond the brand. "If you have any questions, ask Xinxuan's assistant" has become the most confident brand mentality for Xinxuan users. It is understood that during the 618 period, the Xinxuan User Experience Center has received 216,000 users.
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