Tmall 618 first day pre-sales exceeded expectations of merchants: 618 got off to a good start

The sale is no longer held at 0:00, which made many merchants nervous . However, many merchants interviewed by reporters said that although the rhythm of the first day of pre-sale has changed, the pre-sale GMV , explosion, conversion and other data have exceeded their expectations .

Peng Qing, project director of Lin's Wood Industry, a leading home improvement brand, told reporters that sales exceeded last year's full-day pre-sale performance in just 2.5 hours after it went on sale at 20:00 on the 24th . " Our original GMV target for prepaid deposits on the 24th was only 16 million, but we actually achieved more than 20 million, and this is just the pre-sale transaction amount."

Zhao Long, head of the internet celebrity brand Feng Wei Pai founded by Nicholas Tse, told reporters, "Pre-sales got off to a good start last night and the whole team is very excited." The first day's pre-sale data exceeded expectations, giving him greater confidence in this year's 6.18 .

This is related to the many changes made to Tmall 618 this year .

The starting time was changed to 8 pm, which was synchronized with the peak time of live broadcasts ; the launch of the Tmall list and the simplification of promotional methods effectively contributed to the explosion of transactions .

High burst, high conversion, pre-sale performance overall exceeded expectations

The change in the opening time to 8 o'clock is the most significant change felt by consumers during this year's Tmall 6 18 pre-sale .

Although consumers no longer need to stay up late under the new rhythm, the mentality of selling at midnight that has been accumulated over the years has made many sellers wonder: "Will consumers really come?"

Such concerns are not without reason. An e-commerce director told reporters that merchants generally believe that the time change will significantly help improve consumer experience, but the change in rhythm is a challenge for merchants.

"Consumers may have become accustomed to the rush to buy products starting at 0:00, and we are worried that we cannot easily change user habits," he said.

Lin's Wood Industry, which achieved good results on the day the pre-sale started, was also worried about this issue for a while.

In order to reduce risks, during the early warm-up period, Lin's Wood Industry tried its best to guide the sales to start at 8 o'clock. However, the unexpected explosion coefficient of 20 points still surprised him.

"Within one minute of going on sale, more than 1,500 pieces were sold out; within one hour of going on sale, more than 5,000 pieces were sold out, " said Peng Qing. Such explosive power is not inferior to that at 0 o'clock.

At least from the results , the multiple measures of this year's 6.18 have worked. Peng Qing told reporters that an important reason for the pre-sale exceeding expectations is that the conversion rate of live sales is very high, and the platform is also inclined towards live broadcasting. At the same time, the more friendly start time and more humane gameplay design also shortened the consumer decision-making link, bringing about conversions beyond expectations.

Interestingly, despite the encouraging data, Linshi Wood's customer service was surprisingly quiet on the first day of pre-sale. "This year's Tmall 6 18 is simpler. In the past, there were still consumers asking about prices, but this year it was incredibly quiet ," said Peng Qing. Maybe everyone knows how to calculate the cheapest price.

It was so popular that there was no physical feeling, only the numbers in the background jumping wildly - for Peng Qing, this novel experience was the first time.

Not only Lin's Wood Industry , but in the view of many merchants contacted by the reporter, live streaming is a major contributor to the Tmall 618 pre-sale exceeding expectations this year.

Since the start time of Tmall 6 18 pre-sale this year coincides with the peak time of live broadcasts, major Taobao anchors will also advance their start times. For example, Wei Ya and Li Jiaqi started broadcasting as early as 6 pm on the 24th, and the number of live broadcast views both exceeded 100 million.

This greatly contributed to the sales of goods , especially the further explosion of beauty products on the first day of pre-sale.

In addition, brand stores’ live streaming also performed well in the 618 pre-sale this year . Tmall data showed that as of 0:45 on the 25th, 10 stores including Estee Lauder, Xiaomi, Huawei, Lancome, SkinCeuticals, Shiseido, L'Oreal, La Mer, and Haier had sales of over 10 million yuan through live streaming, exceeding the same period last year.

During the live broadcast, sales of pet food and pet supplies increased by more than 1,000% in the first hour of pre-sales compared to last year, and sales of massage chairs and air fryers increased by more than 4,000% in the first hour.

Obviously, the change in the pre-sale rhythm has brought unexpected growth and increase to the brands on Tmall .

New brands emerge

In addition to the leading merchants, more new brands, especially some new merchants participating in Tmall 6 18 for the first time , also made their mark in this year's Tmall 6 18 .

Data shows that within one hour of the pre-sale opening, the top ten hits were announced. Beauty became the biggest winner, occupying 7 seats in the top 10 list. Two new brands, underwear brand Ubras and domestic skincare brand Yuze, entered the top ten hits list for the first time.

New brands getting a bigger stage will be an important feature of this year’s Tmall 618 .

Blue Box, a brand of memory foam spring mattresses, participated in the 6.18 promotion for the first time as a Tmall merchant . Not long ago, Blue Box was a Taobao C store. As it became a Tmall store this year, 6.18 quickly became a new challenge for this new brand - of course, it was also an opportunity that they must seize.

Lu Zhaoli, co-founder of the brand, told reporters that the biggest feeling he had from Tmall 6.18 this year was the trust of consumers. "Our average customer price is 2,500 , which is not cheap in the mattress field, but considered upper middle. " In Lu Zhaoli's view, as a small and medium-sized merchant on a platform, it would be difficult to sell such a high-priced product without the trust of consumers.

Consumers trust the platform and further trust the new brands born on the platform, allowing more and more high-quality small and medium-sized businesses to enter the consumer's field of vision . This phenomenon was evident in the 6.18 promotion and was further amplified.

Data from the Blue Box Tmall store show that on the first day of Tmall's 6.18 pre -sale this year , Blue Box sold nearly 1,000 mattresses , with total sales of more than 2 million , which is not a small number for a small or medium-sized business. The gradually established mutual trust among consumers can be said to be the greatest wealth that the big promotion brings to the brand.

Another new brand, Fengweipai, which made its first appearance on Tmall 6.18 , also gained something on the first day of pre-sale.

Zhao Long, the person in charge of Fengweipai, told reporters that Fengweipai was a new entry into Tmall in March this year. It was the first time for it to participate in 6.18 and its performance on the first day was much higher than expected.

"The whole pre-sale atmosphere was very strong. The change in rhythm gave us more time to prepare and we were able to better answer buyers' inquiries, which increased our sales success rate," Zhao Long said with emotion when talking about his first experience participating in the 6.18 event.

As an internet celebrity brand founded by Nicholas Tse, Feng Wei Pai seems to have its own halo, but when it comes to breaking through in the category, the halo is far from enough.

To this end, Fengweipai offered a high discount of 30% on June 18 to attract consumers - this is also Fengweipai's biggest discount of the year.

Next, Fengweipai will also start live streaming during the 6.18 period , focusing on deepening brand live streaming, converting the large amount of exposure brought by the previous cooperation with Wei Ya into store fans, and continuing operations.

"As a new brand, we will firmly cultivate Tmall. Although we also have our own official channels, we are currently determined to invest mainly in Tmall in our brand building," said Zhao Long.

In fact, there are many new brands such as Blue Box and Fengweipai. Different from traditional top brands, small and medium-sized brands’ demands for big promotions are not just to sell goods . It is more urgent to build brands on the Tmall platform through big promotions.

According to the data, the number of brands participating in Tmall 6.18 this year is 2.5 times that of last year , and a considerable number of them are new brands that have emerged in recent years . The activeness of new brands has injected new vitality into the promotion, and also brought unexpected consumption growth to these new brands themselves. Strengthening brand awareness through promotion, acquiring new customers, and laying the foundation for subsequent long-term repurchases have become the collective choice of new brands.

A Different Tmall 6 18

Some new trends are also gradually brewing on Tmall 618 .

Data shows that during this year's Tmall 6 18 , 250,000 brands brought 13 million products to consumers, including 1.4 million first-time new products. Tmall 6 18 has become the largest window for new products in the first half of the year, and launching new products during this period has become a consensus among merchants.

Shi Jing, senior operations manager of Mengniu Group’s Tmall, believes that 618 is a very good time to attract new customers. According to past experience, 80%-90% of customers during the 618 period may be new customers.

Because of this, more and more brands are choosing to launch new products during the 618 shopping festival. In Shi Jing's view, big sales are the best place for new products to explode, and its Tmall flagship store is particularly focused on this. According to the plan, during this year's 618 shopping festival, Mengniu will launch new products exclusively on its Tmall flagship store.

In fact, in the past year, the sales volume of new products on Tmall has increased by more than 50%. At the same time, Tmall has become the world's largest new brand incubation platform. Against this backdrop, it is not surprising that merchants flock to launch new products on June 18 .

The launch of Tmall's rankings, the streamlining of promotional methods, the popularization of live broadcasts, and other measures and changes are all conveying a message to the outside world: selling more has never been the only keyword for Tmall's 6 18. Tmall's innovation in operations will create predictable and sustainable new growth for merchants.

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