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            618十年:降价难再造「双11」

            来源:Tech星球 李晓蕾   2019/6/19 11:38:29
            摘要:无论是天猫淘宝的“双11”、“双12”、苏宁易购“818”、聚美优品“301”,还是“京东618”,这些原本普通的日子,都被中国电商平台打造成为“人造购物节”。其中,618与双11已从节日变迁为一种消费符号,成为电商平台的集体盛事。

            DANPINGJIANGJIAYIJINGHENNANTIAODONGXIAOFEIZHEDEGOUMAIYULE。

            “618”XIANRANZAOYIBUSHIJINGDONGDEGUDUKUANGHUANRI。

            WULUNSHITIANMAOTAOBAODE“SHUANG11”、“SHUANG12”、SUNINGYIGOU“818”、JUMEIYOUPIN“301”,HAISHI“JINGDONG618”,ZHEIXIEYUANBENPUTONGDERIZI,DOUBEIZHONGGUODIANSHANGPINGTAIDAZAOCHENGWEI“RENZAOGOUWUJIE”。QIZHONG,618YUSHUANG11YICONGJIERIBIANQIANWEIYIZHONGXIAOFEIFUHAO,CHENGWEIDIANSHANGPINGTAIDEJITISHENGSHI。

            RUJINSHUANG11JINRUDI11NIAN,618YEYIBURUDI10NIAN,LIANGZHEDOUYICHENGWEIDIANSHANGPINGTAIDEJITIKUANGHUANRI。2019NIANDE618YOUQIZHIDEGUANZHU,YINWEIJINNIANDE618SHIALIHEHUORENJIANGFAN,SHENGRENTIANMAOTAOBAOZONGCAIHOUDESHOUGEKAOYAN;YESHI2019NIANGUJIADIEQUYIBANHOU,ZHUCHANGZUOZHANDEJINGDONGBANHUISHIQIDEZHONGYAOJIHUI;DANGRANHAISHICONGXIACHENSHICHANGZOUJINNASIDAKEDEPINDUODUO,ZHEIWEIDIANSHANGXINGUISHOUCIYUALIJINGDONGDEZHENGMIANbattle。

            对战牛牛 YEYINCI,JINNIANDE618,GEDADIANSHANGPINGTAIGECHUQIZHAO,SHITUHUANXINGXIAOFEIZHEDEXIAOFEIYU,ZHENGDUODIANSHANGXIAOFEISHUJUZUILIANGYANDEBAOZUO。

            电商齐出招:发新品,拼购热

            MIANDUIYINIANSHUCIDEDIANSHANGGOUWUJIE,XIAOFEIZHEGOUMAIXUQIUZHUJIANCHENGXIANPIRUANZHISHI,YIWANGDANCHUNYIKAODIJIA、JIANGJIADECUOSHI,YIJINGHENNANZHAOHUIXIAOFEIZHE。

            对战牛牛 DIANSHANGPINGTAIZHENGSHICHUHUNSHENJIESHU,LIQIUZAIXIAOFEIZHEGANSHOUDAOYOUHUILIDUDETONGSHI,NENGTISHENG618GOUWUDEXINGFENGANYULEQU。TIANMAOTUICHUKEGUAFEN3YIXIANJINHONGBAODE“DIEMAOMAO”YOUXI,RANGXIAOFEIZHEZHAODAOLEQUDETONGSHI,XIYINYONGHUGENGDUODESHIJIANHEZHUYILI,ZUIZHONG,NENGZAIYOUXIZHONGGUOCHENGZHONGCANYUDAOXIAOFEIHUANJIE。RANGXIAOFEIZHEMENZAINADAOYOUHUIDETONGSHICONGZHONGZHAODAOLEQU。ZHEIYESHITIANMAO、TAOBAOQINGZHUZUIDUOZIYUAN,JIYUYOUHUILIDUZUIDADEYICI618。

            TAOBAOHETIANMAODE“DADONGZUO”QUESHICIJILESHICHANGXIAOFEI。SHUJUXIANSHI,6YUE1RI0DIANDAO1DIAN,618HUODONGKAIQIDIYIXIAOSHI,SHANGPINXIAOSHOUZONGLIANG(GMV)JIUYICHAOGUOQUNIANQIANSHIXIAOSHIDESHUJU。SHANGWU11DIAN23FEN,BUDAO12XIAOSHI,ZONGGMVJIUYICHAOGUOQUNIANDEQUANTIANSHUZI。

            CICI618GOUWUJIEGENGDADEBIANHUAZAIYU,GEJIADIANSHANGPINGTAIKAISHITUCHUXINPINZHANLVE。CHUCHANGGUIDEGOUWUJINTIE、GOUWUQUANDENGJIAGEBUTIEWAI,JINNIANTIANMAOYUPINPAIQIYAZHU,XUANBU80%DEHEXINPINPAIJIANGZAITIANMAO618SHANGFABUXINPIN。618QIJIAN,MEITIANDOUHUIYOUPINLEIZHUANCHANG,ZAITIANMAOSHOUFADANGJIXINKUAN。

            对战牛牛 FABUPINPAIXINPINTONGYANGSHIJINGDONGDEZHANLVEYAODIANZHIYI。JINGDONGBIAOSHI,JIANGHUIYOU90%YISHANGDEHEXINPINPAI,HUIZAIJINGDONG618SHANGFABUSHUBAIWANKUANXINPIN,FABUSHUBAIWANKUANXINPIN,YEJIANGSHIDINGZHIPIN、ZHUANGONGPINZUIDUODEYINIAN。CIQIAN,JINGDONGLUNZHICEOXULEICENGJICHUYIGESHUJU,JINGDONGPINGTAISHANG2018NIANXINPINCHENGJIAOECHAOGUO3000YIYUAN,YOU15GEPINPAICHENGJIAOEGUOBAIYI、159GEPINPAICHENGJIAOEGUO10YI、158GEPINPAICHENGJIAOEZAI5-10YIYUANZHIJIAN。HENXIANRAN,XINPINFASHOUYIJINGCHENGWEIGOUWUJIELADONGXIAOFEIDEHEXINYINSUZHIYI。

            TechXINGQIUFAXIAN,DIANSHANGPINGTAI618DAFABUJINXIANGTONG,CHUFASHOUDUJIA、SHOUFAXINPINWAI,XIANGXIACHENSHICHANGXUNZHAOXINLIULIANG,WAJUEXINDEXIAOFEIZENGZHANGDIANZUIBEIGUANZHU。ERSHEJIAODIANSHANGZHENGCHENGWEILIANJIEXIACHENSHICHANGDEZHUYAOWANFA,YESHIJINNIANDIANSHANGGOUWUJIEDEYIDATESE。

            NAPINGOULAISHUO,JINNIANDE618DACUQIJIAN,SUNINGJIXUYANXUQUNIANDE“CHAOJIPINGOURI”,SHICHANGFANKUITONGYANGBUCHA。XIANGJIAOQUNIANCHENGJILAIKAN,JINNIANPINGOUHUODONGKAICHANGYIXIAOSHI,JIAOYIEJIUDAPOLEQUNIAN618DEDANRIZUIGAOJILU,BANTIANDINGDANSHUCHAOGUO500WANDAN。

            ZIJIANGFANDANRENTAOBAOZONGCAIYILAI,TAOBAOBIANKAISHIZHUZHONGQIANGZHANXIACHENSHICHANGLIULIANG。JUHUASUANBEIKANZUOSHIQISHOUZHONGDELIQI。ALIZAICIQIANXUANBU,JIANGLIANXU18TIAN,MEITIANTONGGUOJUHUASUANPINGTAIDAZAO10GE“QIANWANBAOKUANTUAN”HE100GE“BAIWANBAOKUANTUAN”。ZHEIYESHIJUHUASUANSHOUCIBEIZHIYU618HUODONGZHONGDEZHONGYAOWEIZHI。

            对战牛牛 JUHUASUANQUESHISHUAXINLESHUJU。SHUJUXIANSHI,6YUE1RITIANMAO618KAICHANGJINYIXIAOSHI,JUHUASUANSHANGPINCHENGJIAOJIANSHUTUPO3000WANJIAN,BUDAOLIANGTIANNEITUPO1YIJIAN,CHUANGXIA618SHISHANGZUIGAOJILU。

            ZUOWEIJINGDONGSHICHANGXIACHENDEPAITOUBING,ZAOZAI5YUE24RI,JINGDONGPINGOUDE“QUANMINPINGOURI”JIUYISHANGZHEN。JINGDONGJICHUDESHUJUXIANSHI,KAICHANGJIN15FENZHONG,JINGDONGPINGOUXIADANLIANGYITUPO10WANDAN。JIEZHI5YUE24RIHUODONGJIESHU,JINGDONGPINGOUXIADANLIANGJIAOQUNIANTONGQIZENGZHANGJIN45BEI,MAICHU2620WANJIANSHANGPIN。

            TONGSHI,ZAIJINGDONG618QIJIAN,JINGDONGYUQUANGUO50YUGECHANYEDAIDACHENGHEZUO,JINGDONGPINGOU618QIJIANXIADANLIANGHUANBIZENGZHANGLE400%YISHANG。DUIDIANSHANGPINGTAIMENLAISHUO,ZICONGPINDUODUOYIJUNTUQIHOU,SHEJIAOWANFAZHUJIANCHENGWEIDIANSHANGPINGTAIKAITUO、ZHONGSHIDEXINQUYU。

            流量下沉的淘宝京东,上行的拼多多

            RENAODE618QIJIAN,JINGUANDAJIADOUZAITUCHUXINPINZHANLVE,LIYONGPINGOUKUODAJIAOYIE,DANSHIALI、JINGDONG、PINDUODUOYEZOUCHULEBUTONGXIANLU。

            对战牛牛 QIZHONGTAOBAO、JINGDONGZHENGZAIXIANGXIACHENSHICHANG、XIANXIASHICHANGXUNZHAOZENGLIANG,ERPINDUODUOZENISHIERXING,ZHENGJIANGCHUJIAOSHENGZHIYIERXIANCHENGSHIXIAOFEIRENQUN。

            DIANSHANGXINGUIPINDUODUODECELVEHENTAOQIAO,YIFANGMIANSHIWEICHIDIJIACELVE,PINDUODUOCIQIANCENGXUANBU,JIANGLIANHEPINPAISHANGBUTIE100YIYUAN,TUICHU10000GEBAOKUANCHANPINCANYUHUODONG。WEILEZUOHAO“DIJIA”BIAOQIAN,PINDUODUOHAIZHUANMENCHENGLILE“BAIYIBUTIE”XIAOZU,SUISHIYUQITATAISHANGPINGTAIJINXINGBIJIA,BAOZHENGPINDUODUONENGYIKAOJIAGEYOUSHIXIYINXIAOFEIZHEGOUMAI。

            LINGYIFANGMIANSHIJIEZHUCUXIAOPINGGUOCHANPIN,TISHENGPINGTAIPINZHIXINGXIANG。JINNIAN618QIJIAN,PINDUODUOZAIDUZAIPINGGUOSHOUJICUXIAOSHANGZAQIAN。6YUE17RI0DIANKAISHI,ZHEICHANGPINGGUOSHOUJIDIJIAZHIZHANJIUYIKAIQI。CONGMUQIANDEJIAGELAIKAN,PINGGUOGUANWANGSHANG,IphoneXS MAX 256GPEIZHIBANBENSHOUJISHOUJIAWEI10499,ERZAIPINDUODUOSHANG,GAIKUANSHOUJIJINSHOU7688YUAN,XIANGBIZHIXIA,ZHIJIANG2811YUAN。ZHEISHIJINGDONG、SUNING、TIANMAODOUNANYIJICHUDEYOUHUI。

            PINDUODUOSHIZHONGXIANGYAONIUZHUANPINGTAIXINGXIANG,ZOUCHUDAZHONGDUIQISHOUMAI“9.9YUANPINGOU”、“SHANZHAIHUO”DEGUYOUYINXIANG。YINCIZHANGQIYILAI,CHIJUZIZUOBUTIE,TUICHUBAOKUOiPhoneZAINEIDEDUOKUAN3CCHANPIN,XIYINZHONGGAODUANXIAOFEIRENQUN。ZHEIYICELVESIHUZHENGZAICHANSHENGZUOYONG,JIGUANGDASHUJUFABUDE《2019NIANQ1YIDONGHULIANWANGXINGYESHUJUYANJIUBAOGAO》ZHONGXIANSHI,PINDUODUO44.2%DEXINZENGYONGHU,LAIZIERXIANJIYISHANGCHENGSHI,BINGQIECHENGCHIXUSHANGSHENGQUSHI。

            ZAIPINDUODUOSHITUDAIDONGXIACHENSHICHANGXIAOFEISHENGJIDETONGSHI ,JINGDONG、ALIZHENGZAICONGXIACHENSHICHANGXUNZHAOZENGZHANGKONGJIAN。

            对战牛牛 JINNIANDE618,JINGDONGQINGLAILEYIWEI“BANGSHOU”,YUDUANSHIPINPINGTAIKUAISHOUJINXINGHEZUO,LIYONGKUAISHOUZHIBOWEIJINGDONGDAIHUO。YIZHIYILAI,JINGDONGSHIZHONGHENNANDAKAIXIACHENSHICHANG,ERKUAISHOUYONGYOU7YI“LAOTIE”YONGHU、2YIRIHUO,ZHEIXIEYONGHUDABUFENLAIZISANSIXIANCHENGSHIHENONGCUNXIAOZHEN,QIAQIAOKEYITIANBUJINGDONGDEKONGQUE。

            JINGDONGYEYIZAIXIACHENSHICHANGZHONGDAKAIJUMIAN。GENJU6YUE18RI,JINGDONGJITUANGAOJIFUZONGCAI 、JINGDONGLINGSHOUJITUAN3CDIANZIJIXIAOFEIPINLINGSHOUSHIYEQUNZONGCAIYANXIAOBINGGONGBUSHUJUDEXIANSHI,SANXIANYIXIACHENGSHICHENGWEIXINXIAOFEIZHULI。JINGDONG3CJIADIANZAISANDAOLIUXIANCHENGSHICHENGJIAOE,TONGBIZENGZHANGQINGKUANGSHIYIERXIANCHENGSHIDE3.5BEI,XIACHENSHICHANGZHENGZAISHIFANGXIAOFEILI。

            HEJINGDONGYIYANG,ALITONGYANGKANDAOLEXIACHENSHICHANGDEZENGZHANGQIANLI。JUHUASUANSHITAOBAOJINJUNXIACHENSHICHANGDEPAITOUBING。JIEZHI6YUE17RI,JUHUASUANJIUZAITIANMAO618QIJIAN,WEIPINPAILADAOLECHAO3YIXINKE。

            对战牛牛 DUIALILAISHUO,TAMENZAOYICHANGDAOXIACHENSHICHANGDETIANTOU。2019NIAN5YUE,ALIFABUDE2019CAINIANDISIJIDUCAIBAOXIANSHI,TAOBAODUIXIACHENSHICHANGDEJIASUSHENTOU,SHIALIHEXINDIANSHANGYEWUZENGZHANGDEZHONGYAOYINQING。DUICI,CEOZHANGYONGCENGJIESHI:2019CAINIANALIHEXINDIANSHANGYONGHUZENGZHANGJIN1YI,QIZHONG77%JIULAIZIDIXIANCHENGSHI。

            ALIJICHUDESHUJUHAIXIANSHI,JINNIAN618QIANLIANGTIAN,JUHUASUANSHANGPINYOUJINYIBANDINGDANLAIZIXIACHENSHICHANG;ZAISHOUJI、MEIZHUANG、SHIPIN、MUYINGDENGPINLEISHANG,XIACHENSHICHANGDEXIAOFEIZENGSUYOUWEILINGXIAN。

            电商集体瓜分618

            对战牛牛 2010NIAN,JINGDONGCHUANGZAO618DACUJIESHI,ZHISHIJINGDONGWEIFANGYUALIDESHUANG11,JINGDONGJIANNANDIWEI618DAZAOSHENGSHIHEZHIMINGDU。

            对战牛牛 XINGYEPINGTAIZHENZHENGCANYU,618BEIDANGZUOYIGEGOUWUJIESHI2012NIAN,CHILAIDEDANGDANG、SUNING、TIANMAODENGKAISHIBUJUZHEIYIDACUHUODONG。SHUANG11DAILAIDEJULIANGZENGZHANG,WUYIYESHIZHEIXIEPINGTAIYUANYICANZHAN618DEYUANYIN。YIXIEPINGTAILIYONGCISHUAIKUCUN,YIXIEPINGTAIZELIYONG618CHONGXIAOSHOUE。

            ZHIDAO2014NIANKAISHI,RUCHANGWANJIAZHUJIANZENGDUO,GEJIADADAJIAGEZHAN,HUOYAOWEICAISUIZHIYONGXIAN。DANGSHI,TIANMAO、SUNINGYIGOU、JINGDONG、GUOMEIZAIXIAN、YIHAODIANDENGJUNYIJIARU618,DIANSHANGPINGTAIMENHAICENGTONGGUOXUANCHUANHAIBAOGEKONGHANHUA。JINGDONGCENGYINXIAN“SHOUFANXINJI”ZHENGYI,TIANMAOZEQINGLAIDUOWEIMINGXING,CANYU“ZHENXINBIANYI”HUATI,HAOZHAO“JUJUEFANXIN”,BEIZHIYUJINGDONGDUIQIANG。

            JIANJIANDI,SUIZHECANYUDIANSHANGPINGTAIYUELAIYUEDUO,618ZHUJIANFAZHANCHENGYUSHUANG11YIYANG,CHENGWEIPOQUANCENGDEDIANSHANGGOUWUJIE。BAOKUODIANSHANG、JINRONG、BAOXIANNAIZHIXIAOQUCHAOSHIDOUKAISHIYI618DEMINGYIJINXINGNIANZHONGDACU,CIJIXIAOFEI。

            2019NIANDE618,DUIGEDADIANSHANGPINGTAIDEZHONGYAOXING,YIJINGBUYAYUSHUANG11。JINNIANSIYUE,GANGSHANGRENYIGEYUEDETIANMAOZONGCAIJIANGFAN,ZAITIANMAOTOP TALKPINPAIFENXIANGHUISHANGJIZIJIDINGLEYIGE“XIAOMUBIAO”——WEILAISANNIANTIANMAOPINGTAIDEJIAOYIGUIMO(GMV)FANYIFAN。YINCIJINNIANDE618,TIANMAOYEJICHULEBUDIYUSHUANG11DEYOUHUILIDU,YUJIWEILAIJINIANTIANMAOYEHUIWEICHIZHEIYILIDU。

            ERJINGDONGZESHITUSHOUZHUZHUCHANG。XULEIZAINEIBUXINZHONGXIEDAO,JINNIAN618CHENGWEIJINGDONGJIHEZUOHUOBANTOURUZUIDADE618,YINGXIAOHUODONGGONGFUGAI7.5YIXIAOFEIZHE。

            JINGDONGCENGKEYIQIANGDIAO,“618ZHUCHANGYONGYUANZAIJINGDONG”。ERSHISHISHANG,WULUNSHIZHANLINGXIACHENSHICHANG,JINNIANSHOUCICHUZHENGSHUANG11DEPINDUODUO,HAISHIZAIQUANPINLEISHANGDUZHANAOTOUDETAOBAO、TIANMAO,YIHUOSHIZAI3CSHICHANGYUALIJINGZHENGJILIEDESUNINGDOUZAIYUJINGDONGQIANGDUOSHICHANG。

            对战牛牛 BIJING,618ZHIHOUJIUJIANGHUIYOUXINYIJIDUDECAIBAOJIJIANGGONGBU,DUIZHEIXIESHANGSHIGONGSILAISHUO,618DAILAIDEXIAOSHOUZENGLIANGJIANGTISHENGGEJIADECAIBAOBIAOXIAN。

            对战牛牛 2019NIANDE618JIEJINWEISHENG,ZHEICHANGNIANZHONGDACUYIJINGKAISHIDAOJISHI。ERSHIJISHANG,CONGZHEIXIEGOUWUJIEZHONG,KEKUIJIANDE,SHIDIANSHANGPINGTAIMENXINYILUNDEPINGTAIZHANLVEHEDAFA,YESHIGUANCHAZHONGGUOXIAOFEISHICHANGBIANQIANDEYIGECHUANGKOU。

            XINDIANSHANGZHIZHANYIJINGXUXULAKAIWEIMU,JINNIANDE618SHISHOUCHANGDUOFANGDETONGCHANGJINGJI。6YUE18RIZHIHOU,YEXUYOUHUISHIGEJIADESHUJUZHANJIJIAOFENGHUOKOUSHUIZHAN。YIGEMINGXIANDEBIANHUASHI,DIJIAYIJINGBUZAISHICIJIXIAOFEIZHEGOUWUDEWEIYIZHIBIAO,NENGHUODESHIHUI,BUBEIMANJIANTAOLURAODAOTOUYUN,ZAICANYUZHONGDEDAOLEQU,CAISHIZHICHENGYONGHUGOUMAIYUDEHEXINYINSU。

            ERZHEIYIDAOKAOTI,JIANGZAISHUANGSHIYIZAICIYOUDIANSHANGJUTOUMENJITIZUODA。

            关键字:双11 618

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