JD.com, Taobao, Pinduoduo and other platforms have launched tens of billions of subsidies to support the 618 activities

In the upcoming 618, domestic e-commerce platforms will launch fierce price competition. In the pre-sale stage, JD.com will start the 618 pre-sale at 8 o'clock tonight, while the 618 activities of Pinduoduo, Douyin E-commerce and Taobao Tmall will start on May 24, 25 and 26 respectively.

According to ITBEAR Technology Information, at the press conference yesterday (22nd), JD Retail CEO Xin Lijun said that this year’s JD 618 will be the largest investment in the e-commerce industry. The intensity of subsidies will also be greater than in previous years. In addition to the "all-in-one direct discount" promotion, it also includes "20 off a purchase of 200 or more" subsidy coupons and other discounts.

JD.com had already launched the “actual payment price of each item” function before 618. According to ITBEAR Technology Information, the number of products participating in JD.com’s 618 tens of billions of subsidies this year will increase 10 times compared to March.

At the same time, Taobao will also launch a tens of billions of subsidy activities, with the slogan of "breaking through the lowest price". iPhone 14 series, AirPods Hot models from popular brands such as Pro2, Xiaomi, Sony, Dyson, Moutai, and SK-II will all enjoy unprecedented subsidies. Taobao's cross-store discount policy is: 30 yuan off for purchases over 200 yuan, 60 yuan off for purchases over 400 yuan, and there is no cap. In addition, Taobao also launched Juhuasuan Direct Sale for the first time, offering a 20% discount on all items.

Pinduoduo has always focused on low prices. As early as late April, it increased its tens of billions of subsidies to prepare for the June 18th promotion. Pinduoduo’s 618 event will last until June 20. Douyin e-commerce's 618 is divided into a water storage period (May 25th to 30th) and an official period (May 31st to June 18th), and a cross-store discount activity of 25 yuan for every 150 yuan is launched. .

As an important promotion node for domestic e-commerce platforms, the 618 event was first initiated by JD.com. On June 18, 1998, Liu Qiangdong founded JD.com. Since then, JD.com has chosen to carry out promotional activities during the 618th anniversary, and has been imitated by other e-commerce platforms. Users began to complain that the 618 campaign used too many promotional methods, including complicated full discount policies and other issues.

Entering 2023, e-commerce competition is extremely fierce. The platform faces the dilemma of existing competition and lacks growth.

At the beginning of the year, JD.com took the lead in launching a price war. In this context, "tens of billions of subsidies" has become the key word of this year's 618.

Another thing worth paying attention to is whether JD.com will continue to release "battle reports" for 618 this year. This year, JD.com’s 618 total transaction volume (GMV) reached 379.3 billion yuan, a year-on-year increase of 10.3%. Since 2021, Taobao has never released 618’s GMV data.

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