Jinjiang online sales hit 2.536 billion yuan

During "618" (June 18) online shopping festival, Quanzhou achieved the online retail sales of 17.86 billion yuan, ranking first in Fujian province. Among counties, cities and districts, Jinjiang accounted for 14.2% of the total, reaching 2.536 billion yuan.

Eye-catching figures

"This year's '618' e-commerce activities started on May 25 and lasted until June 20, during which there were many promotional events". According to the person in charge, Qiaodan Sports also adjusted its products for different events, focusing on popular items for summer such as running shoes, T-shirts, shorts and sandals.

Septwolves also concluded the "618" shopping gala with an outstanding report card. Since May 20, Septwolves had jointly carried out two promotions with Space 7 (a sanitary-pad maker) and Baozhilin (a herbal brand). The company's sales had reached its expectations on Tmall and JD.COM before the shopping carnival ended. Liu Feng, director of e-commerce of Fujian Septwolves Industry Co. Ltd., said that Septwolves, in cooperation with Baozhilin, launched a series of products with the theme of "Roaring in the Jianghu", which contributed a lot to the traffic volume. This popular series had strongly induced viewers' desire to buy and led to the growing exposure of other items.

According to Lian Xi, vice president of Labixiaoxin Foods Industry Company Limited, during the "618" festival the company saw a significant rise in both leisure and instant food categories, among which the sales of Labixiaoxin ice lollies doubled. Besides, a type of peppermint sweet of Jiujiuwang Foodstuff ranked the 20th in the whole candy category on June 18, recording a year-on-year growth.

Bébéar, an innovative brand, showed an upward trend despite the epidemic. The very day of June 18 witnessed a year-on-year rise of 128% in Bébéar's total sales volume on Tmall during the first hour. In particular, Bébéar's waist stool featuring the company's own core technology in folding once again outperformed all its competitors.

"618" reshaped by live-streaming platforms

With the continuous booming of streaming media, this year's "618" shopping carnival was characterized by live-broadcasting platforms, which brought new highlights and growth points for e-commerce.

The live-broadcast studios of Septwolves and Viya (China's best live-streaming saleswoman) gained both popularity and profits for the brand. "Before '618', our 'Roaring in the Jianghu' series was selected by Viya and became the smash hit and top-selling item at her live-streaming room that day. The same day also recorded our highest traffic volume of the month, attracting more than 40,000 new customers directly to the brand," said Liu Feng.

On June 17, Hongyi Food cooperated with Viya at the "617" snack festival to promote its "multi-layer bread". Surprisingly, 100,000 pieces were sold in only 10 seconds during the pre-sales phase.

Throughout the "618" shopping gala, Hengan Group's directors and presidents participated in the live-streaming shows to introduce its superior products, which won favor among customers. Amid the live-streamed promotion, directors and presidents also gave out lucky red envelopes and coupons, spurring a wave of sales.

Anta Sports, via peak shifting marketing, chose to save strength for the battle in the middle of "618". Wu Tingting, Anta's e-commerce director, said that at 8:00 pm on June 6 the "craze on the cloud 2020" was broadcast live at Anta's official mall. It is reported that the show attracted 235,400 online viewers, among whom 25,000 were new fans, and received more than 1.12 million thumbs-up. It ranked first in the live broadcasting of sporting goods on that day.

To succeed with flying colors needs the strong support of competitive products. At this year's "618" festival Hengan's six categories of products, covering dozens of items like sanitary napkins, tissues, diapers and home furnishings, were sold on such platforms as Tmall, Taobao, JD.COM, Pinduoduo and TikTok.

Xu Shu, general manager of Clever Mama Foods, said their puddings sold well due largely to the good quality. At the beginning of the year, Clever Mama's puddings happened to be picked and promoted by both Viya and Li Jiaqi, becoming the hot-selling items at their studios respectively. So within three months after that, the two live-streaming celebrities decided to have additional promotions of the puddings.

　　晋江实现网络销售额25.36亿元

　　“618”购物节，泉州实现网络零售额178.6亿元，位居福建省第1位，分县（市、区）看，晋江占比14.2%，达25.36亿元。

　　数据飘红抢眼

　　“今年‘618’电商活动在5月25日就已拉开了序幕，并且持续到了6月20日，这一期间还有多场活动爆发节点场次。”乔丹体育相关负责人介绍，在多场活动节点，乔丹体育也进行了活动产品结构调整，集中主推跑步鞋、T恤、短裤、凉鞋等夏季属性强势品类。

　　七匹狼也在“618”期间交出了漂亮的成绩单。自“520”起，七匹狼便通过两次联名为大促蓄流，活动尚未结束，天猫及京东的销售成绩便已达预期。七匹狼实业股份有限公司电商市场总监刘峰透露，七匹狼联合宝芝林跨界合作，推出以“啸江湖”为主题的系列产品，为品牌引流不少。作为“种草”款，该系列产品带动了其他产品的曝光。

　　蜡笔小新食品集团副总裁连熙告诉记者，蜡笔小新“618”期间，休闲食品与速食品类增幅较大，其中蜡笔小新棒棒冰销量增长一倍；久久王的一款薄荷糖单品也在6月18日当天在糖果全品类中取得了第20名的成绩，业绩同比也有所增长。

　　以创新为驱动的抱抱熊品牌，本次大促逆势上扬。“618”大促当天，前一小时天猫总销售额同比增长128%，其中，拥有抱抱熊核心折叠技术的腰凳再次领跑同品类销量。

　　直播翻新“618”

　　随着直播经济持续火爆，今年“618”购物节加入了直播营销方式，为电商发展带来新的亮点和增长点。

　　七匹狼与薇娅的直播间，便为七匹狼赚足了人气和财气。“在‘618’前，我们‘啸江湖’系列产品就被薇娅选中，成为其当天直播间的服装类强势爆款单品。当天，也成为本月流量最爆的一天，直接为品牌带来超4万人有效新客。”刘峰告诉记者。

　　6月17日，泓一以产品“千层软撕面包”与薇娅合作了6·17零食节，仅预售阶段就获得了10秒10万件的成绩。

　　“618”期间，恒安参与“总裁价到”总裁直播，以企业主要负责人亲自直播带货、种草的方式，向消费者推介恒安集团的优势产品，受到消费者的青睐。直播期间，“总裁”还送出红包、优惠券等，更是带动一波销量。

　　安踏则选择通过错峰营销在“618”中期发力，打响一场“营销错位战”。安踏电商总监吴婷婷介绍，6月6日晚8点，“2020云上要疯”主题直播在安踏官方商城拉开序幕。据悉，这场直播吸引了23.54万人在线围观，为店铺带来2.5万新粉丝，互动点赞量超112万，取得了当天直播热度运动类目总榜第一的好成绩。 

　　热闹的数据背后，离不开强产品做支撑。今年“618”，恒安集团旗下包括卫生巾、纸巾、纸尿裤、家居等6个品类的数十款产品全数亮相电商平台，包括天猫、淘宝、京东、拼多多、抖音等平台。

　　巧妈妈食品总经理许树表示，巧妈妈布丁取得了不错的成绩，这得益于产品的好品质。今年年初，主播李佳琦和薇娅就同时选上巧妈妈布丁，同时直播，同时卖爆。其后，两位主播又在三个月内各自加播一场。