Every year, the "6 18" activity draws to a close, and the "Battle Report" links of major e-commerce platforms attract a large wave of "people who eat melons". Everyone wants to see how many large-scale projects they have participated in this year, but this year's "6 18" battle report is somewhat different from the past and seems deserted. JD.COM is bright, Pinduoduo is low-key, and Tmall is late. JD.COM, Ali, Pinduoduo and so on. They are all major e-commerce platforms on the market now. This year's 6 18 company battle report is really low-key. Basically, the turnover per hour in previous years exceeded several hundred million, showing a hot atmosphere together. This year, JD.COM took the lead in publishing the record of this big promotion activity until the end of the activity. According to official data released by JD.COM, JD.COM. COM6 18 hit a new high. On May 3 1, from 20: 00 to June 18, 12:00, the cumulative order amount in JD.COM exceeded 379.3 billion yuan, and the cumulative order amount in JD.COM. Com 6 18 202 1 was 343.8 billion yuan, up 10.3% year-on-year. I have to say that in the first half of this year, affected by the epidemic, various e-commerce platforms were really difficult. However, in this context, it is not easy for JD.COM to achieve double-digit turnover growth. In contrast, the "6 18" battle report of other e-commerce platforms is more low-key. Pinduoduo put more emphasis on growth. According to official data, during the 6 18 promotion period, the number of official flagship stores of Pinduoduo brand increased by 182% year-on-year, and the number of commodities also increased by 264% year-on-year, but the final turnover was not stated. An e-commerce company only released some data related to live broadcast. For example, from June 1 to June 18, the total live broadcast time was 40.45 million hours, and the number of live broadcast rooms with a turnover of over 10 million reached 183. When it comes to "6 18", it is necessary to talk about a protagonist, Tmall, but this year's Tmall is the lowest-key one. The battle report arrived on the 22nd, and the published data was limited. For example, this year, Tmall 6 18 has more than 260,000 brands participating, with more than120,000 active products, 300 brands with a turnover of over 100 million, and single products with a turnover of over 100 million 100. In addition, according to media reports, General Manager Dai Shan sent a thank-you letter to the merchants after the end of 6 18, saying that 6 18 was very successful this year, and the retail sales increased positively year-on-year, which witnessed the great recovery of consumer confidence. Why is this year's "6 18" so deserted? Many people may have felt that this year's "6 18" seems to be "coming and going quietly". This year's "6 18" campaign has no large-scale advertising marketing. In previous years, near the middle of the year, there were various screen advertisements on buses and subways, and the news of activities on mobile phones was endless, but this year, these were significantly reduced. It can be said that from the propaganda point of view, whether online or offline, it is not as intense as in previous years. So why is this year's "6 18" so deserted? Many friends who like to watch the live broadcast may say that this time of year is the time when anchors such as Li Jiaqi and Victoria desperately shout. There is no big anchor to bring the goods this year, and 6 18 is not busy. But this is just the appearance. This shows that for consumers, the effect of on-site holiday delivery is fading. In fact, in the live broadcast room, what really determines the turnover is the preferential strength of the goods. Whoever can get the lowest price in the whole market in the live broadcast room will attract a large number of consumers. However, with the popularity of live broadcast, these offers are no longer only offered at the double eleven and 6 18 as before. Merchants often reach long-term cooperation with designated live broadcast rooms, and even give exclusive discounts in daily live broadcasts. And this offer is similar to 6 18. In this way, for consumers, the "6 18" activity is naturally no longer as attractive as before. Behind the low-key of "6 18", these two changes deserve attention. Many people say that "6 18" has changed this year, and it doesn't feel like the previous "6 18". So, what has changed? The first is the change of consumers. Let's look at a set of data: during the "6 18" period this year, the sales of high-end household appliances in Suning.cn stores increased by 182% year-on-year, and the sales of high-end household appliances above 10,000 yuan increased by 37% year-on-year. In vipshop, coffee, gold jewelry, etc. It also ushered in the peak of consumption. During June18, the sales of coffee increased by 54%, and the sales of gold bracelets increased by nearly 50%. During Tmall 6 18, the sales volume of intelligent integrated toilets reached four times that of traditional toilets, becoming the sales champion of home improvement industry. It can be found that people pay more attention to the pursuit of high-end quality life, so consumers have higher requirements for the goods themselves. And now people's consumption has become rational, and the situation of mindless hoarding is gradually decreasing. Consumers' focus has been gradually adjusted to the commodity itself and consumption itself, and they will buy what they actually need when buying. Therefore, this holiday promotion may not be as attractive to consumers as before. The second is the change of the platform. Tmall no longer emphasizes quantity and scale, but the platform reduces the long preheating and large-scale publicity, but pays more attention to the user experience. For example, this year, the opening time of Tmall was advanced to 8 pm, so people didn't have to stay up until 12 pm, and the pre-sale period was shortened by 2 days, reducing the waiting time. In the past, the problem that consumers could not place orders at multiple addresses was solved this time, and a one-click price protection function was provided to protect consumers' rights and interests. Although this adjustment will have a certain impact on the turnover of the platform in the short term, it is definitely beneficial to the long-term development of the platform. After all, what enterprises pursue is not "a flash in the pan", but "forever": one of the reasons why JD.COM performed well in this year's "6 18" is that other platforms are broadcasting live in full swing in the past two years, while JD.COM has not followed up vigorously. On the contrary, JD.COM continued to exert its strength in the supply chain, selected high-quality goods, ensured the speed of logistics and improved after-sales service, which also enabled JD.COM to seize the opportunity of other platforms to adjust its focus, show its own advantages and hand over satisfactory answers.