618 E-Commerce Festival

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The 618 e-commerce festival is an online sales promotion festival in China. Jingdong's store anniversary is in June every year, and jingdong's store anniversary is on June 18 every year. Jingdong will launch a series of large-scale promotion activities in the month of store celebration, with "red June" as the promotion point, among which June 18 is the day with the biggest promotion. For a time, jd.com 618 has contributed to another online shopping carnival echoed by "double 11".

Origin of the term

Every year, June is Jingdong's store celebration month. Jingdong will launch a series of large-scale promotion activities in the month of store celebration, with "red June" as the promotion point. Among them, June 18 is the day with the biggest promotion.

The founding company and founder

The 618 Commerce Festival was created by Qiangdong Liu, the owner of Jingdong Company.

Section 618 calendar year

2010

In 2010, "jingdong 618", "playing games, getting tokens" -- playing while buying, more fun; "Full free, full send, markup purchase", "crazy promotion", "shopping instant coupon"; There are also "special privileges for members" -- including corporate user special events, campus user special events, member special events at all levels, token special events, etc. More "mysterious promotional mail", "618 liu yuehefenggao"; 2 to 10 times of product evaluation bonus; Long-term full-court free shipping, etc.

2011

On June 18, 2011, the theme of Jingdong mall was "Jingdong 618, crazy red June". The activity covered the whole June, and the 7x24 promotion was continuous. During the event, Jingdong mall will launch a wide range of products including electricity, small home appliances, computer machines, peripheral accessories, mobile phones, digital products, daily necessities, books, audio and video, clothing jewelry and other products, millions of items, with extremely low discounts. Book audio and video products are sold within 18 hours, "618 peak crazy 18 hours", most products are 50% off, and many products are even lower to two or three percent off, and then half off, that is, 50 yuan less after 100 yuan, 100 yuan less after 200 yuan, Jingdong said this is the "history of the largest force crazy full reduction"

2012

On June 18, 2012, Jingdong mall will launch a large number of promotional activities, including 50% off for computers, 4.8 percent off for home appliances, and 50 million yuan for daily necessities. Besides, clothing accessories, books, audio and video, cell phones, whole category of products such as incentives, gaining online outrageous: 1 fold rob headphones, 5 fold rob computers, digital cameras, Jingdong mall, computer digital product will launch in the history of the lowest discount in that day, more 9 yuan U disk, printer 99 yuan, 199 yuan display computer, 999 yuan, 2999 yuan of super, fully meet the digital lovers "to kill a"; In terms of household appliances, the total price was 4.8 percent, with 618 yuan returned after 1,000 yuan of electricity and 61.8 yuan returned after 100 yuan of small appliances. Daily commodities in 17, 18 days, 50 million yuan, to create the full strength of the full year full return activities; On June 18, the most unaffordable thing for consumers is that the iPhone, which has always been extremely expensive, will also be released at a super low price of 2,999 yuan and 3,999 yuan respectively on the anniversary of the store.

2013

On June 18, 2013, in order to repay the care of hundreds of millions of users, from June 1, 2013 to June 30, 2013, Jingdong will gather more than 10,000 brands and stores to participate in the store celebration month activities, dedicate all categories and promote heavily, hoping to bring the biggest discount to consumers and reward their support and patronage to Jingdong. Special performance for books and audio-visual products: 1 discount for all audio-visual products, 50 reduction for all audio and video products after 200 credits, and 100 reduction for all audio and video products after 300 credits; Computer digital special show: SLR camera 1999 yuan kill, 21.5 inch monitor 399 yuan kill; Special show for mobile phones: the highest price is down to 1000 yuan, the starting price is 399 yuan for 4.3-inch double card and double waiting mobile phone, and the price for mobile phone accessories is down to 10 percent. Special performance for home appliances: 1 piece of air conditioner from 1499 yuan, remote control floor fan 99 yuan crazy rob, 46 inch big brand LED2999 yuan crazy rob; National department store special show: the first purchase will be given a coupon of 1800 yuan for the whole year, 100 yuan for food and wine, 1 yuan for personal care, and 100 yuan for beauty and skin care. Clothing department store special: clothing as low as 10 percent off, liquor sales as low as 3 percent off.

2014

In June 2014, the theme of Jingdong mall in 2014 was "shopping party · All the goods were on sale", which mainly promoted the concept of "on sale" in Jingdong's more rapid and better province. Commodities were not only exquisite and beautiful in eyes, but also the concept of high quality and low price. Computer mobile phone power 1 yuan second kill, daily provisions maternal and child products maximum full 200 minus 100. The United States makeup explode product limit 1 yuan second, 100 big brand cross brand full 199 reduce 80. To create the full strength of the whole year full reduction full return activities; In addition, clothing, clothing, books, audio and video, mobile phones and other products of all categories will greatly benefit, and then lift the tide of online shopping: books audio and video full 200 minus 100! Shoes bag new low to 10 % off! Jingdong mall computer digital products will be launched during the event Lenovo super book 1999! More food health limited number of explosive 1 yuan second! Everybody electricity 1 discount second! Satisfy the majority of consumers "seconds kill desire "!

2015

Jingdong activity 2015 in 618 from 5.25 to 6.20 for nearly a month of time, in addition to the main venue, Jingdong to make holidays more powerful, the whole event on the timeline can be divided into: 618 playing for promotional parties, book baby promotion party, intelligent technology promotion party, warm family promotion party, the promotion party fashion style, financial promotion party life, tide electronic promotional parties.

2016

From June 1, 2016, jd 618 quality carnival will be officially launched. During the event, jd 3C, home appliances, consumer goods, clothing, home furning and fresh products held a promotion "relay race". 34 international brands and over 400 high-quality brands participated in the promotion and the event lasted until June 20. June 1 solstice June 6, Jingdong 3C "low price shopping trend" special opening "quality upgrade purchase", burst goods 61.8 yuan seconds rob. June 7 solstice June 9, "low price buy worry" home appliance special high-key bar, everyone electricity low to 5 fold, daily 1000 small home appliance 61.8 yuan crazy rob. In addition, June 10 solstice June 13, consumer goods special "low price buy boutique" set off 618 big promotion new climax, "hoard" 2 free 1 so affordable in the end. June 14 solstice June 17, clothing and household special "low price fashion", hot style exclusive star design line. More than 50 percent off the price of household goods, 50 yuan off the price of shoes and bags after 199 yuan, and 61.8 yuan for luxury brands. June 17 solstice June 20, clothing and household and ten thousand stores all hair 3 free 1 and other special activities.

2017

In 618, 2017, Jingdong will create a customized and exclusive interface for consumers according to their different preferences. Different consumers may see different commodities, stores, lists and venues, and "let goods find people". May 25 solstice May 27, will be the first to win the red envelope; On June 2, solstice and June 4, hundreds of millions of cash coupons were carved up together. In the process of shopping search brand, category keywords can get relevant category or brand red packets. June 9 online super seckill day. June 2 solstice June 16 "trump of trumps" will be live on jd.com for everyone to send gifts. On June 14, jd 618 will launch the "god coupon day", with 400 million coupons issued on that day. On June 18, jd.com will spread 618,000 red packets of cash every hour, and will also distribute full-category coupons, big-brand welfare coupons, and coupons for full payment or reduction on jd.com. By 24 o 'clock on June 18, 2017, the cumulative order amount on the day of the event reached 119.9 billion yuan.

2018

From 0:00 on June 1, 2018 to 24:00 on June 18, 2018, the cumulative order amount of shopping in jd's global annual shopping festival reached 159.2 billion yuan, among which the amount of outbound orders increased by more than 37% year on year. During the period of 618, more than 90% of self-operated orders will arrive on the same day or the next day.

2019

On 21st, with the jingdong 618 global brand summit held, jingdong officially opened the 16th 618, a nationwide shopping carnival also opened the curtain. Jd 618 has gone through 15 years since it officially transformed into an e-commerce company in 2004 and founded the first shopping on jd 618. News in the early morning of June 18, with the bell ringing at midnight, the 16th anniversary of jingdong 618 ushered in the 18 days of ordering climax, jingdong in the first hour of the transaction amount increased by 65% year-on-year. Early in the morning of June 19, jd 618 announced the final data, from June 1, 2019 to June 18, 24, the cumulative order amount reached 2015 billion yuan, covering 750 million consumers around the world.

significance and influence

advantages

1. Provide experience and demonstration for other e-commerce festivals. For example, e-commerce companies on double 11 can learn from the strategy of 618 e-commerce festival to compete for both price and service.
2. Driven by the development of other industries, the 618 e-commerce festival needs the strong cooperation of the logistics industry.
3. It created more jobs and lowered the unemployment rate. During the 618 e-commerce festival, a large amount of labor is needed for production, transportation and other work.
4. It has promoted consumer consumption, promoted the development of e-commerce in China, and promoted social and economic progress.JD.Com Rakes In $24.6B during 2018，618 Shopping Festival

disadvantages

1. The quality of the 618 e-commerce festival is poor, there are many fake products, and some merchants make some fake discounts. The series of ACTS of cheating consumers have caused a negative impact on jd.com's 618 e-commerce festival.
2. The heavy discounts on the 618 e-commerce festival have led consumers to make irrational purchases. This may cause some people to have debt risk.