On October 19, JD.com announced that this year’s 11.11 promotion will launch “JD.com shopping” and other methods for the first time. On October 19, Meituan-Dianping’s official WeChat mini program also officially launched the “good goods group shopping” section.
In fact, many Internet giants including Alibaba, Suning, and Toutiao have entered the social group-building business before. And all this, in the author’s opinion, the giants have completely regarded shopping as the next trump card to obtain user traffic. Buy together to become a "hot cake"
According to the "2018Q1 China Social E-commerce Industry Market Research Report" released by iiMedia Research, the number of social retail users in China will exceed 300 million in 2018, with an average annual compound growth rate of 44.2%. This also means that social e-commerce may still have huge room for growth in the future.
As a centralized form of social e-commerce, shopping is highlighting its own vitality. Among them, the most noteworthy thing is that shopping has become the latest business that the giant has entered.
Specifically, the giants are trying to launch their own related shopping businesses. It might be very easy for consumers to directly name the group buying business of a certain giant. Because the shopping apps launched by these giants have similar names - Taobao Special Edition, JD.com Buying, Suning Buying, Toutiao's "Value Point"...
In addition, Alipay and Taobao launched the shopping mini program "Daily Grab", while NetEase launched "NetEase Buying Together". Generally speaking, they all take "fighting" and special prices as their main features, and they brand themselves with a value-for-money label.
From the data point of view, shopping has also become a hot word in the e-commerce industry in recent times. According to the "Domestic Group Buying E-commerce Market Research Report for the First Half of 2018" released by Sutu Research Institute, with the entry of giants, they have not only achieved outstanding performance, but also improved the overall shopping industry. Judging from the WeChat Index and Baidu Index, the shopping business of each giant has significantly improved. This also means that shopping with the goal of laying out the consumer tiered market has become a "hot potato" in the eyes of the current giants.
The giants’ testing of the waters in the group buying industry is also reflected in the continuous tilting of their own resources towards the group buying business. For example, many giants have held promotional activities to attract consumers and demonstrate the characteristics of their shopping business.
For example: JD.com’s shopping channel has previously announced the Double 11 shopping gameplay, which aims to spread traffic and increase orders. By creating a shopping treasure hunt park that runs through Double 11, it also triggers the 11.8 shopping shopping carnival day to attract traffic to the shopping mini program, help the platform convert new users and increase order volume.