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bold;\">2、天猫\u003C\u002Fspan>\u003Cbr>\u003Cbr>天猫公布的最新数据显示，6月18日凌晨第1小时，天猫618成交额同比增长100%。\u003Cbr>\u003Cbr>早在6月1日天猫618正式开售当天，淘宝直播成交支付金额超过51亿元。全天20多个品牌、商家及主播的淘宝直播间成交超过1000万元。\u003Cbr>\u003Cbr>5月25日，天猫618正式启动预售，当天第1小时预售成交额同比增长达515 %。消费电子、家装等行业实现7分钟破1亿，美妆7分钟超5亿。\u003Cbr>\u003Cbr>\u003Cspan style=\"font-weight: bold;\">3、苏宁易购\u003C\u002Fspan>\u003Cbr>\u003Cbr>苏宁易购发布618开局1小时战报。苏宁易购全屋家装、智能家居产品持续热卖，销售同比增长135%。\u003Cbr>\u003Cbr>在消费升级背景下，苏宁奥莱奢品1小时同比增长176%。仅1小时，GUCCI、COACH、BURBERRY、万宝龙等大牌销售超去年618全天。首次参战618的苏宁药房成绩斐然，1小时内GMV环比增长 210%。此外，报告显示，苏宁易购Super会员618专属红包拉动会员消费同比增长68%。\u003Cbr>\u003Cbr>\u003Cspan style=\"font-weight: bold;\">4、拥挤并安静的618\u003C\u002Fspan>\u003Cbr>\u003Cbr>与往年相比，今年的618似乎低调了许多，各大电商平台都没有赤裸裸的公布销售额，取而代之的是公布消费趋势和增速，甚至有网友调侃今年的618毫无存在感。\u003Cbr>\u003Cbr>\u003Cspan style=\"font-weight: bold;\">为何说“拥挤”呢？\u003C\u002Fspan>\u003Cbr>\u003Cbr>单从天猫、京东、苏宁三大电商平台的战报来看，今年的618比往年要更为火爆。除了交易数据在增长之外，今年618的营销赛道也比往年更加拥挤，因为参加的平台显然更多了。抖音、快手等社交平台对618一直都是“弱参与”的状态，没有大动作，更没有大声量。而今年，抖音与快手毅然打破了往年的传统，将618重视起来。\u003Cbr>\u003Cbr>事实上，早在前两年，抖音就已经在规划打造电商部门，直至今年，“抖音电商”的建设才初步完善，而618便成为它的试炼场。5月25日，抖音电商开启“抖音618好物节”，正式宣布加入618大战，还通过抖音好物榜单、618专属表情道具、互动城等特色玩法来营造兴趣电商购物场景，可谓动作满满。跟抖音类似的，还有快手。当然，去年的618快手也有参战，不过是以上架京东自营商品的形式；而今年，快手焕然一新，打造“人设电商”，通过自建的电商体系参与618，还推出了宠粉专场、国货专场、行家优选专场和童趣狂欢、信任答谢会、端午狂欢等等活动来打热618的预售。\u003Cbr>\u003Cbr>\u003Cspan style=\"font-weight: bold;\">为何说“安静”呢？\u003C\u002Fspan>\u003Cbr>\u003Cbr>一方面，由于今年政府对电商平台的监管，我们可以明显看到各大平台618期间都在简化游戏规则，并加大优惠力度。以天猫为例，为了提高消费者的决策效率，天猫推出了天猫榜单，包含销售数据榜、热搜榜等等，消费者可以照榜购买。另一方面，今年的618战线长达近20天，2021年5月24日，天猫618预售仅开场1小时45分，天猫健康预售成交额便超2020年预售首日全天。\u003Cbr>\u003Cbr>总体上来看，今年的618少了点硝烟的味道，多了些理性。但热闹程度依旧不减。\u003C\u002Fp>","天猫,京东,苏宁易购,618购物节","\u002Fimages\u002Fcontent\u002F2021_06\u002F60d049b6ec57dc00012acfc5.jpg","5d80b1e308813b00019734f1",[179,180],"60403f79ec57dc00012ace58","60403ffcec57dc00012ace59",{"id":177,"createdDate":182,"lastModifiedDate":182,"order":183,"name":184,"description":28,"grade":185,"parentId":186},"2019-09-17T18:13:55.538",4,"商城建设",1,"5d5fba7308813b0001c35001",[188,193],{"id":179,"createdDate":189,"lastModifiedDate":190,"order":28,"name":191,"description":192,"seoTitle":28,"seoKeywords":28,"seoDescription":28},"2021-03-04T10:01:29.075","2022-08-16T15:36:51.58","电商","SHOP++为您收集整理了电商相关的知识信息、电商资讯,让您第一时间了解当下电商更多热门信息,致力于为电商相关企业提供一个全面、丰富的信息平台.",{"id":180,"createdDate":194,"lastModifiedDate":194,"order":28,"name":195,"description":196,"seoTitle":28,"seoKeywords":28,"seoDescription":28},"2021-03-04T10:03:40.44","商城","SHOP++收集整理了商城相关知识信息、电商资讯,致力于为电商相关企业提供一个全面的信息平台.",1793259422428]