Review of the 618 event, showing you the online event routines!

Since mid-May, JD.com has launched the slogan of "Global Year-End Shopping Festival" on June 18 , which has been going on for nearly a month. On June 19, Liu Qiangdong proudly showed off his achievements:

The cumulative order amount of JD.com's Global Mid-Year Shopping Festival reached 159.2 billion yuan, of which the amount of outbound orders increased by more than 37% year-on-year. During the 618 period, more than 90% of self-operated orders were delivered on the same day or the next day.

So, amidst the barrage of e-commerce activities, how did JD.com create its own shopping festival to achieve such results? I will give my own opinions from the three aspects of the 618 theme, the progress of the event and the characteristics of the event. If there are any mistakes, I hope you can communicate and correct them~

1. Iterative changes in slogan themes

This year, JD.com promoted the 618 Festival to 200 countries and regions around the world. For example, JD.com’s Thailand platform was launched, and Vietnamese e-commerce company Tiki launched JD.com products, achieving dual cross-border business.

Therefore, the slogan theme was changed from "National Year-End Shopping Festival - Break the Busyness and Enjoy Good Things" in 2017 to "Global Year-End Shopping Festival - Ignite Your Passion". Global shopping can not only mobilize consumers' shopping enthusiasm, but also expand the market, which is in line with the hobbies of young consumer groups and the current situation of consumption upgrading, and keeps up with consumption trends.

2. Activity Process Planning

From traffic diversion to active traffic to explosion to return, JD.com still planned the event very tightly and complicatedly this time. The general process is as follows:

From the Baidu search index, we can see that the JD.com 618 event preheating caused several fluctuations, such as the start of the Want Want Card collection on May 25, the 618 press conference on May 26, the book promotion on May 31, the store fan festival on June 5, etc., especially reaching its peak on June 18.

2.1 Traffic diversion

2.1.1 Online

1. Traffic from other channels : including direct traffic from WeChat public accounts , live video broadcasts from iQiyi and Tencent, shopping guide articles from Toutiao , etc.
2. External activities to attract traffic: JD.com, WeChat and QQ shopping 618 creative SOS game circle of friends to ask for help to pass the game to achieve the purpose of event promotion .
3. Internal channel traffic diversion: Use internal APP activities to promote the diversion of users from outside the site. for example:

1) The me in 2038 will use AI technology to generate my image after 2038 based on the uploaded pictures, with "go buy some good stuff/show off" at the end, which can attract traffic outside the site through publicity to internal consumer groups.

2) Collect 5 kinds of Wangwang Cards and share 2 billion Jingdou equally. This activity is to obtain Wangwang Cards through three methods: "following the store, giving cards to friends, and AR scanning 618 symbols" (this AR card-obtaining method can shorten the way for users to participate in the activity, cultivate users' scanning habits, accumulate data on user behavior , and optimize the algorithm, thereby improving the accuracy of algorithm recognition). Similar to Alipay 's "Collect Five Blessings" activity, in the social way of "giving cards to friends", some users will seek help from friends in order to obtain cards, which has a certain drainage effect.

2.1.2 Offline

In addition to lavish advertising in areas with heavy traffic, JD.com also collaborated with offline retailers such as Intime, Yonghui, Hema, and Walmart to carry out 618 promotions in borderless retail and echoed their online activities, which played a role in attracting online traffic.

PS To prepare for the incoming traffic, there is a message “618 Guide - Money Saving Strategy” on the banner of JD’s homepage and in the “My” function, which provides users with a shopping calendar and allows users to set reminders to reduce their research and learning costs for JD’s 618 event.

2.2 Traffic diversion

2.2.1 Activity Diversion

Use in-site activities to direct traffic to different stores or categories. for example:

1. The "Collect 5 kinds of Wangwang Cards and share 2 billion Jingdou" event from May 25th to May 31st not only has a certain traffic-attracting effect, but also has a diversion effect. For example, paying attention to the store's card-earning channels can convert traffic to various stores to a certain extent.

Moreover, the reward of equally splitting Jingdou will only start on June 11, which can avoid the loss of consumers in the middle of the battle to a certain extent. In addition, the remaining Wangwang cards can be drawn again. This method has a certain long-tail effect and promotes users to continuously convert consumption.

• Note: Plus member bonus gold beans × 2 (user tiers)
• Presentation method: Red envelope award logo next to the search in the upper right corner of the screen

1. Also in the "AI Me in 2038" activity described earlier: the "go buy some good stuff" at the end can, to a certain extent, motivate users to convert consumption.

2.2.2 Special promotion diversion

Individual promotions for each major category and special events such as store fan carnival days are arranged in rounds to warm up for the outbreak period and divert the traffic gathered in the early stage.

Android downloads also saw a significant increase after the 618 theme song was released on May 21, when the 618 event started to get on track, and after the store fan carnival on June 5, when the home appliance carnival promotion began.

2.3 Active traffic

During the 618 promotion, all activities alternate or overlap with each other, so that there is a good transition between them and keep the heat, and each activity has different meanings, such as:

1) “Shopping” tacit understanding challenge (guess your friend’s shopping cart to win a gold bar and a signed jersey) – social e-commerce + JD gold bars + football hot event marketing

2) The big wheel draws Jingdou (1,000 Jingdou will be given for game top-up) - attracting game top-up

3) Crazy football wins a mobile phone (select a brand , play football, the top three will win a mobile phone) - Brand marketing + football hot spots

4) Play rock-paper-scissors to grab coupons/Jingdou – interesting promotions

5) Members’ juggling game (exclusive for members, juggling game can share 1 million cash coupons) – User stratification

6) Dragon Boat Race, Speed ​​​​Competition (Win a Dyson Purifying Fan) - Brand Sharing Activity

7) Medal Treasure Hunt (Unlock 7 medals to get cash beans) - Jingdong Supermarket

8) 618 Not Funny Radio, Alice’s Ideal “Straight Man” (618 Guide) – Fun + 618 Event Promotion

9) Book points win the magic punch (win 618 discount 600 coupons) - book exclusive event

...and so on, many activities...

During the outbreak period of June 16th to June 18th, there will not only be concentrated discount bombardment, but also specific time periods will be broken down to promote consumption. For example, at around ten o'clock in the morning there will be a slogan "Buy before dinner", and in the evening there will be a logo promoting JD.com's creation of the 618 Shopping Festival, such as "JD.com 618, we are the home court".

The return on 6.19-6.20 will not only continue the preferential activities, but also have a brand award ceremony, 619 Chaoin celebrity live broadcast ceremony, etc., to drive the brand and celebrity effect, establish a good product image, introduce craftsmanship, and drive consumption.

3. Summary of Activity Features

In fact, in general, this 618 event is largely similar to previous e-commerce festivals, but it can be seen that JD.com is gradually expanding its e-commerce layout. For example, this time the "magic hand" of 618 will extend to overseas and third- and fourth-tier cities, and the proportion will increase.

In general, there are the following characteristics:

1. Online and offline unbounded retail: JD.com works with more than 500,000 offline stores to provide consumers with high-quality goods and services, including JD.com convenience stores, JD.com home appliance stores, and a large number of third-party partners' supermarkets and convenience stores, such as Yonghui Supermarket, Walmart and Century Lianhua;
2. Social e-commerce: WeChat + mobile QQ game interaction, group shopping, exchanging Wangwang cards with friends to share 2 billion Jingdou, etc.;
3. Urban and rural consumption upgrade: The sales of more than 10,000 JD.com home appliance stores in cities below the fourth tier have exploded, reaching 6 times the sales in the same period of June last year, accounting for nearly 45% of the sales of large home appliances in the entire June;
4. Quality consumption: People born in the 1980s and 1990s have become the absolute main consumers, and big brands are the main battlefield and their sales are rising;
5. Technology empowerment: AR scanning 618, AI intelligent customer service, JD smart supply chain provides powerful technical support + blockchain anti-counterfeiting and product traceability for a large number of brands and channel merchants;
6. Consumer service upgrade: logistics + finance (Bai Tiao escort) + pan-retail to assist consumer experience upgrade;
7. Gamification of promotional activities: design of various interesting promotional activities.

Author: Big Eye Girl, authorized to publish by Qinggua Media .

Source: Everyone is a Product Manager