The 618 Shopping Carnival is one of the biggest ecommerce events of the year in China. Our team recently attended Alibaba’s 618 Carnival Merchant Conference. Here’s what’s new for this year’s big event.
This year's 618 warm-up will start 4 hours earlier, mainly in the form of live streaming.
In-store live broadcasts could be matched with special themes, e.g. 总裁来了, 会员专享etc. – easier to be featured on the recommendations page.
Alibaba recommends featuring hero products+ new products during the live sessions.
Historical data shows that more than 70% of the consumers who place orders during the opening ceremony (开门红: June 1-3) will not make any more purchases during the 618 main event (June 16-20). The spending power of consumers participating in the first wave of activities is much higher than that of consumers participating in the 2nd and 3rd waves.
Existing members tend to spend 3X more compared to new members.
Content seeding will mainly be in short video forms in these three sections: 新头图, 猜你喜欢, and 逛逛. A single product can upload multiple videos on 新头图 targeting different audiences.