10 billion subsidies, 1.2 billion red envelopes, star live broadcast, 618 super show opens up new ideas for e-commerce

The 618 e-commerce shopping festival is in full swing. As the first e-commerce shopping festival to help economic recovery after the epidemic has eased, this year’s "618" is particularly interesting. On the one hand, e-commerce giants such as Suning Tmall JD.COM warmed up early to kick off the price war, especially the "J-10%" money-saving plan launched by Suning was directed at JD.COM.

On the other hand, due to special reasons this year, the setting of the audience at the party was cancelled and there were fewer bustling scenes. Besides the price war, the variety show without the audience became the second attraction.

At present, Suning, Tmall, etc. have started the rhythm of the party officials to announce the stars. According to incomplete statistics, in terms of the star lineup of Suning Super Show, there are Shen Teng, Guan Xiaotong, Extreme Challenge Men’s Team, Roy, Jason and Qingni … The star flavor and popularity are no worse than the Double Eleven.

The latest news is that the party will launch activities such as grabbing gold coins and smashing golden eggs. The highest welfare is even a special room with a discount of 6.18%. Star artists will also bring explosive goods in the live broadcast room.

It’s not enough to look at it. In addition to looking good, it is necessary to sell goods, which has always been the focus of e-commerce parties. Gather a lot of popularity through rich and interesting content, and finally directly convert these popularity into e-commerce traffic, which helps brand marketing. It is important to look good, and it is equally important to convert and sell goods.

How to make the "party economy" look good and take into account the transformation? This year’s Suning 618 Super Show and the e-commerce fusion live super show model created by Oriental TV have opened up new ideas for cooperation between Taiwan and the Internet and set a new benchmark.

Live broadcast+explosion (goods), "J-10%" money-saving plan breaks through 10 billion subsidies.

After the silence of the epidemic, this year’s 618 is the most lively consumption festival in the retail industry in the first half of the year.

Accordingly, the escalation of price war is characterized by not playing with routine, especially Suning’s "J-10%" money-saving plan and "Millions Plan" show full sincerity to consumers. The "J-10% plan" has no complicated gameplay, and the price will be reduced when it comes, which will always be 10% lower than that of friends.

In order to meet the 618, which is getting better and better, Suning announced that the price of 66 origin direct selling storm would be reduced by 20% on the basis of J-10%, and promised that the price of Suning’s shopping on June 6 would be 20% lower than the ex-factory price. These not only reflect the advantages of Suning’s supply chain, but also express the sincerity of Suning 618 to consumers. Strong supply chain strength combined with variety live super show is believed to be able to truly penetrate the deep-water consumer market.

Variety Live+Stars (People) to Create a New Engine of Consumption

Suning is known as the "sports committee member" of the electric business community, and has always been the industry leader in the revitalization of star resources.

Last year’s double eleven night, Suning invited almost half of the entertainment circle, and combined with Hunan Satellite TV to create a stage feast comparable to the "Spring Festival Evening", which won the first real-time ratings in the same period.

Under such resources, for Suning, with the banner of 618, the content productivity of stars, and people carrying goods, a more three-dimensional live content scene can be built.

In the previous water test, the three-hour live broadcast, Morphy’s "Shampoo Stem", Jiang Zhenyu’s bubble water, and the rice dumplings, paper towels and duck blood vermicelli soup bargained by aunts all achieved gratifying sales. Online celebrity product "Morphy Xiaoniang" sold out 100,000 boxes in 9 minutes.

The variety show live broadcast successfully tested the water with goods, which also provided confidence for the 618 Super Show.

Live broadcast+full scene retail (field), Suning-style live broadcast is the new track.

Previously, Suning.cn successively acquired Wanda Department Store and Carrefour China, and completed the retail layout of the whole scene. The integration of offline and online scenes is the focus of e-commerce upgrade competition, and Suning has firmly grasped the initiative in online and offline integration.

The biggest difference between Suning 618 Super Show and previous e-commerce parties is that it is a variety show with TV variety+live broadcast+full-scene interaction. The purpose is to give full play to Suning’s full-scene advantages, surround users and bring beauty closer. The variety e-commerce live broadcast has revitalized "people" and "goods", and the whole scene linkage has provided a "field" for this live broadcast.

Combining the "people" and "goods" mentioned above, the biggest attraction of Suning 618 Super Show and other parties is to link the online and offline business resources of the brand with the advantages of so many powerful stars and the explosion of Suning’s supply chain, and closely combine the party, variety show and e-commerce live broadcast. Is this a new track for live e-commerce?

In short, for researchers in related industries, in a word, Suning 618 Super Show is worth seeing.