2022年618购物节白皮书（下篇）

2022 6182022.06091116182325272937434752232022661820226184同比增长10.3%同比增长GMV下单新客环比增长 20%店播成交同比增长22%同比增长618before 20202122232425262728293031123456789101112131415161718192020202020/KOLBig day2020POPPlus day3C20206182020203C56186186182022618#6186618782022618910ꟷꟷꟷꟷ11ꟷ8,000+2,500+8,000+20,000+40,000+7,000+12ꟷ13ꟷ100,000+98.5%12,000+8,000+2,500+Christophe Robin70,000+BOP10,000+8,000+WonderLab2,500+Swisse14ꟷ1516ꟷꟷꟷꟷ10,000+10,000+30,000+20,000+7,000+100,000+10,000+11220,000+Usmile17ꟷꟷꟷꟷ1810,000+3,000+10,000+10,000+9,000+G2MAX3,000+Frankwood1,000+20,000+ꟷ198MM14,000+ꟷAI500+FITURE24400+1600mg800+MUSCLETECH20ꟷ80%2+4,000+033,000+Ffit8007,000+OATLY1/75,000+OLLY21ꟷ2,000+100%3,000+2,000+2270%+ꟷꟷꟷ23KOJIMA10,000+2,000+6,000+DOLI500+4,000+99.99%2410,000+PecothingsAg+7,000+DOLIChonlderl5,000+24ꟷꟷꟷ2561826ROI618KOLKOL2728ꟷꟷꟷꟷ29ꟷꟷꟷꟷꟷꟷꟷꟷꟷꟷꟷꟷꟷꟷꟷꟷꟷ20162017-2019202030123432131ꟷ50+ꟷꟷꟷ AI2432LIVE6181X%5X%618ꟷꟷꟷꟷꟷꟷ6X+GMV9X%7X%1X%ꟷꟷꟷGMV1XX%1XX%6X%1X%8X%7X%5X%33618ꟷ618ꟷꟷ526618618ꟷꟷ531612ꟷꟷꟷꟷꟷ34ꟷ AIMVꟷ 520618AI23ꟷꟷꟷAI35ꟷꟷꟷ618ꟷꟷ618ꟷꟷꟷꟷꟷꟷꟷꟷꟷꟷ5107w6.11701w1473w6.814wꟷꟷꟷꟷꟷꟷ+KOL61-6194-536ꟷꟷꟷꟷ37•••••••ꟷꟷ38•2022618•40••…39•••4024，专家访谈ꟷAPPꟷꟷ24Xꟷ6182.X2X%ROI3.X415X%2022.06.201+ꟷ3DꟷꟷUGCꟷꟷiPandaꟷ8.4ꟷ251ꟷ iPanda680ꟷ 3.4ꟷ 825429,000+ꟷ4300+ꟷ29ꟷꟷꟷ43，专家访谈ꟷKPI44ꟷꟷꟷ 18-29ꟷ 30-34100-300200+ꟷꟷ 40+ꟷ 30-34ꟷ 18-2450-20050-1000-50ꟷꟷ 18-2950-100元3X%1XX%5XX%ꟷꟷꟷꟷ451234ꟷꟷꟷꟷP&L0%10%20%30%40%50%60%70%0%5%10%15%20%25%CVR AIꟷCTR*CVR 4XX%4XX% NIKEL1L5DUNK3D/ꟷNIKEꟷ3D3Dꟷꟷ46ꟷꟷ47O2OꟷIPO2Oꟷ618ꟷꟷ48ꟷꟷVꟷꟷꟷO2OꟷU6X%X X 49618ꟷꟷꟷꟷꟷꟷꟷꟷ618ꟷꟷꟷ50ꟷ618ꟷ618126ꟷꟷꟷ125120225253DTC1+1>2ꟷꟷꟷꟷO2Oꟷꟷꟷꟷꟷꟷꟷꟷꟷꟷꟷꟷꟷꟷ54需求细分••••健康宅家宠物经济本地生活高效提速55China MONITOR18-34T418-24T1/T2/T325-34 T1/T2 HHI 12-25K25-34T3HHI 6-20K25-340-335-49T1/T20-325-34T1/T2HHI 25K+25-34T3HHI 20K+35-49 T1/T2/T3 HHI 20K+)25-49T1/T2HHI 4-12K25-34T3HHI 4-6K35-49T3HHI 4-12K50+T1/T2/T3)35+T4APP56…ꟷꟷꟷꟷꟷꟷꟷꟷꟷꟷꟷꟷꟷꟷꟷꟷꟷꟷꟷꟷꟷꟷꟷꟷꟷꟷꟷꟷ57Anshuman PandeyAnshuman.Pandey@Kantar.comSusie ZengSusie. Zeng@Kantar.comEric XuEric. Xu@Kantar.comGloria LuGloria.LU1@Kantar.comKim HuangKim.Huang@Kantar.comLeo XuLeo. Xu@Kantar.com58903991503www.kantar.com