快手电商618购物节战报：全域增长策略驱动平台商家销量激增
In a sign of robust growth within the e-commerce sector, 快手电商 (Kuaishou E-Commerce) has unveiled its final numbers for its 618 shopping festival, revealing significant gains across multiple categories.
The data highlights the success of 快手电商’s all-encompassing approach to e-commerce, which encompasses both its traditional product listing (“shelf”) model and its live-streaming-focused content ecosystem. The “shelf” category saw a remarkable GMV (Gross Merchandise Volume) increase of over 53%, while search-driven GMV surged by over 143%. The platform’s “Mall” channel, featuring premium brands, witnessed a substantial rise, with the number of single products hitting one million GMV increasing by over 124%.
The content ecosystem, where sales are generated through live streams and short videos, also demonstrated its power, with a 29% increase in GMV from product listings embedded in short-form videos.
These strong figures reflect a favorable environment for merchants on the platform, driven by promotional incentives and enhanced visibility during the shopping festival. The data indicates a strong performance for larger vendors, with the number of merchants achieving over 10 million yuan in GMV experiencing a year-over-year increase of more than 43%. For those surpassing 100 million yuan in GMV, the growth rate was even more impressive, exceeding 61%.
Small and medium-sized enterprises (SMEs) also successfully leveraged the promotional period. SME GMV grew by 30%, while new merchants saw their store performance improve by over 24% compared to the previous year. 快手电商 has been actively working to lower the barriers to entry and boost operating efficiency for SMEs.
The company’s support for merchants includes ten key initiatives announced in February, which include zero-deposit store openings, algorithm optimizations to improve product discovery, special traffic incentives for new businesses, comprehensive risk management, and improved after-sales support.
On the product front, 快手电商 saw significant gains in various categories, including new products, promotional items, best-selling products, and items popular throughout the year. The 618 shopping festival saw an impressive 475% increase in the number of products exceeding 100 million yuan in sales, and a greater than 170% increase of products surpassing 10 million yuan in sales. High-ticket items also performed exceptionally well, with GMV from products priced above 1,000 yuan surging over 219%.
Highlighting the promotion’s focus on essential consumer goods, the “People’s Livelihood Special” program—focusing on staples like grain and cooking oil—saw a 36% increase in overall GMV during the festival. Best-selling products included Golden Dragon Fish vegetable oil, Fulinmen long grain rice, and Wudeli flour.
The “National Subsidy Special,” offering government subsidies, also boosted sales. The category saw its GMV increase by over 50%, and featured 132 merchants participating in the initiative. Sales of smartphones, air conditioners, refrigerators, washing machines, and televisions experienced significant growth. Brand-focused live streams saw their peak GMV during the “National Subsidy” period. Gold, alcoholic beverages, and computers/electronics were the top 3 categories with the highest GMV growth during 618.
Looking ahead, the platform’s “National Subsidy” program is still ongoing and can be accessed by searching the platform for “National Subsidy” to claim the coupons and make purchases.
The “Foreign Trade Quality Goods” initiative also made a significant impact during the festival. 快手电商 launched a campaign themed “Supporting Chinese-Made Brands” during 618, inviting key opinion leaders (KOLs) and merchants to participate. The related hashtags ‘#ChineseMadeSupportsChinese’ and ‘#KuaishouSupportsNationalBrands’ garnered over 620 million views combined. In partnership with e-commerce influencers, the platform established the “National Brand Protectors” alliance to host nearly 20 specialized live-streaming events focused on various sectors like beauty products, apparel, footwear, and home goods.
By leveraging its dual-engine model of content and product listings, powered by its trusted community ecosystem, 快手电商 appears well-positioned to sustain its growth trajectory, further expanding its business scale and enhancing overall operating performance.
Original article, Author: Tobias. If you wish to reprint this article, please indicate the source:https://aicnbc.com/3111.html
