Beijing
The 2024 618 e-commerce promotion can be called the "most popular 618". Major e-commerce platforms have canceled pre-sales, simplified rules, and emphasized user experience. In the fierce e-commerce competition, Mogujie has successfully attracted the attention of a large number of consumers and participated in the 6.18 Live Shopping Festival by virtue of its core positioning of fashion e-commerce and leading advantages in live broadcast e-commerce. According to the data related to the platform "Super Battle Report" and "Beauty 618 Final Battle Report" recently released by Mogujie, not only the live broadcast e-commerce data continues to rise, but the sales of core Hanfu and beauty categories are strong, and more sub-categories are welcoming. Come break out.
Hanfu maintained a steady growth of 38%, and subdivided categories such as bags, outdoor men's clothing, etc. increased several times
According to battle report data, during the 618 period this year, the average viewing time of fans of Mogujie platform anchors was more than 100 minutes, and each When 2 users enter the room (live broadcast room), one transaction is generated. At the same time, the year-on-year growth data of customer price and number of customers reached 20.1% and 6.69% respectively. It can be seen that the loyalty and recognition of Mogujie fans towards the anchor and the platform continue to increase. , behind these data is Mogujie’s keen insight into market trends and deep understanding of user needs.
In terms of category performance, in addition to the core category Hanfu maintaining a steady growth of 38%, categories such as bags, men's clothing, and sports and outdoor products have also achieved several-fold growth respectively, meeting the needs of different consumer groups. Diverse needs. At the same time, it also shows that under the background of the country's vigorous promotion of the development of cultural tourism industry, more female users like to buy travel and outdoor supplies on Mogu Street. While snapping up a series of fashionable goods, they also "pick up" a few items for their husbands or partners. stylish men's clothing. The success of Mogujie’s multi-category expansion strategy has not only enriched consumers’ choices, but also brought new growth points to Mogujie.
Beauty and skin care products have grown significantly year-on-year, and 8 of the 10 million-selling products are new beauty brands
In addition to the core Hanfu category, Mogujie has a strong presence in the beauty and skin care products category. Zhongya is very "beatable". According to the "Mogujie Beauty 618 Finale Report", just 2 hours after the 618 broadcast started, the sales of Mogujie Beauty category quickly exceeded the 10 million yuan mark. Mogujie phaseThe person in charge also revealed that among the top 10 million-selling products, 8 are new brands, and the sales data of some of them have increased by 20 to 30 percentage points compared to last year.
These eye-catching data not only demonstrate Mogujie’s influence in the beauty field, but also illustrate that it has become an important channel for emerging beauty brands to carry out brand marketing, product cultivation and live broadcast conversion. Through Mogujie's community marketing and live streaming, new brands can establish closer connections with consumers and effectively convey brand concepts and product values. At the same time, relying on the joint efforts of the Mogujie platform, anchors and brands, brands can further expand their sales scale and market influence.
The sales of several fashionable Hanfu styles exceeded 3 million, and more summer subcategories on Mogujie Street are ushering in an explosion
According to the list of popular items of "Mushrooms" released simultaneously by Mogujie Battle Report , on the eve of early summer, holiday style sleeveless dresses, flowing light fashion dresses, French retro skirts, gentle national style dresses and other fresh and gentle Hanfu dress items have sold for more than 3 million yuan. I believe these fashionable items will Bring more cool and refreshing summer fashion experience to more girls.
At the same time, due to the demand for sun protection and moisturizing in summer, the sales of the two-piece sunscreen mint diffuser set, which combines fashionable beauty and sun protection functional attributes, reached 2.77 million yuan, and the sales of Baifuyan moisturizing and repairing set reached 2.77 million yuan. 3.28 million. Summer is also the peak season for beauty-loving girls to lose weight. Mogu Street also has a series of summer refreshing drinks with single product sales reaching 3 million. While core Hanfu maintains strong sales data, more summer sub-categories on Mogujie are experiencing an explosion.
The relevant person in charge of Mogujie said that the outstanding results of this year’s “6.18 Live Shopping Festival” of Mogujie are not only an affirmation of the team’s efforts, but also a reflection of consumers’ trust in the Mogujie platform and anchors. Next, Mogujie will continue to deepen the "matching of people and goods" strategy, and use big data analysis and artificial intelligence technology to more accurately understand user needs and recommend products that better meet their fashion needs and life needs. We believe that through continuous technological innovation and service optimization, Mogujie can create greater value for users and provide broader market opportunities for brand merchants.
Source: Hebei Internet Radio and Television Station