On October 20, this year's "Double Eleven" pre-sale was officially launched, and various e-commerce platforms have also announced new ways of playing. So the question is, is your wallet ready?
Picture source: Photo Network_501160516
And as "Double Eleven" is approaching, the changing live e-commerce world has also blew up, Yu Minhong , Luo Yonghao , Li Jiaqi ... Who will be the "king" of selling goods this year?
Double Eleven pre-sale will be launched tomorrow
platforms have updated their gameplay
In previous years, Double 11 "brain-burning games" such as the final payment, cross-store discounts, meow sugar, and shopping gold expansion have tested consumers' brain power. This year, various platforms avoided talking about these issues and emphasized more about "full discounts" and "discounts" .
On October 13HTM3Tmall announced that this year's pre-sale of Tmall Double 11 will start at 8 pm on October 24th. On Double Eleven this year, whether it is the "pre-sale deposit payment" stage or the "sale" stage, they say goodbye to midnight, and start from 8 pm, which also allows consumers to no longer have to stay up late.
Tmall said that the discount is 50 yuan off for every 300 yuan spent across stores, which is the year with the largest discount in recent years.
Judging from the measures of various e-commerce platforms, several major e-commerce platforms including Alibaba and JD have announced the relevant rules for this year's Double Eleven. Among them, JD.com announced four new measures for this year's Double Eleven on September 7. It also includes content such as "recruiting new merchants" and "factory store model".
According to the plan, JD.com will start pre-sale of at 0:00 on October 20 this year, with the start time consistent with last year. JD.com will launch a dual-speed promotion event, with a 50 yuan discount for every 299 yuan (40,000 yuan discount, all categories can be participated in) and a 100 yuan discount for every 1,000 yuan discount (40,000 yuan discount, some categories can be participated). During the event, only one of the promotions can be participated in by the same product, and all parties can be participated in. At the same time, merchants are encouraged to register and participate in the form of a whole store.
It is worth noting that JD.com has added a new grass planting period this year, and the grass planting period will begin in October, and the pre-sale warm-up period will enter in late October. At the same time, the 28-hour start this year will be launched in time-dividing gameplay. A short video qualifying competition and a storebodabo qualifying competition were added to content operation .
’s good data on the Double Eleven sales period also attracted active participation from platforms other than Alibaba and JD.com. Douyin has achieved remarkable results last year with its strong video traffic. This year's Douyin Double Eleven can be divided into three scenarios, namely the central field gameplay, content field gameplay and financial gameplay . Among them, the "central field" gameplay is also the highlight of Douyin Double Eleven this year, including 30 off for every 200 yuan per cross-store, and 30 off for every cross-store discount, and can be used with single-level discounts, store discounts, expert discounts, and other platform discounts. In terms of "content field" gameplay, it includes brand carnival and good product live broadcast room.
In addition, WeChat Video Account launched the "Super Product Day-11·11 Shopping Carnival" event and launched investment. The official video account has provided a variety of incentive policies to encourage merchants and experts to participate in live broadcasts and increase the exposure of merchants in the main venue of the live broadcast. It is reported that the event time of 's video number Double 11 this year will be from 20:00 on October 31 to 24:00 on November 11.
platform: Focus on consumer shopping experience
Netizens: Don’t look at advertisements, look at the efficacy
Since 2020, various platforms have emphasized that "Double Eleven" should bring consumers affordable products and pleasant shopping experience. Since then, there have been fewer scenes of platforms showing off their transaction volume and numbers in high profile, and fewer scenes of PK transaction volume among platforms.
Image source: Photo Network_501064259
This year, in terms of improving the consumer experience, various platforms have also launched some measures that are quite pleasing to consumers.
Starting from October 19, the mobile Tmall App will upgrade the shipping insurance rights. consumers will not only receive free shipping within the scope of freight insurance, but also free shipping due to overweight.
In addition, recently, Taobao, Tmall, , Suning.com, and other e-commerce platforms announced the upgrade of price insurance services.
Taobao and Tmall said that the price guarantee service rules during this "Double Eleven" event have been upgraded. From the previous price guarantee within 15 days after payment, it has been changed to the full price guarantee within 15 days after payment/payment to November 11 after the event ends on November 11, that is, from the payment date to November 26, the maximum price guarantee time of has been extended from 15 days to 27 days . When consumers purchase products with price guarantee logos, if the same product from the same merchant decreases during the price guarantee period, they can initiate a price guarantee application and apply for a price refund of the difference to eliminate the concern of "buying early and suffering losses".
Tmall said that during the "Double Eleven" period, the platform will actively supervise merchants' behavior of "raising prices first, then reducing prices". If the active products are found to have increased their prices in advance, the merchants will be reminded to make rectifications. If they are not rectified in time, they will not be able to participate in the event.
At the same time, the platform provides one-click price refund service for all users this year's "Double Eleven". After purchasing the product, the difference can be refunded according to price changes at any time, and the operation is transparent and simple.
Suning.com also issued an announcement stating that users who purchase products with the "30 Sky-Sunting Protection" logo on Suning.com can enjoy 30 Sky-Sunting Protection Service. It is worth noting that the "30 days" starts from the time the user receives the goods, which means that Suning.com's price-insurance service can be extended to December. During the price warranty period, if the price of the same product is reduced, you can initiate a price warranty application on the "My Easygou-Customer Service-Price Reimbursement" page and refund the difference.
In addition to the "price guarantee of 30 days", users can also enjoy the "30365" service by purchasing some home appliances, that is, refund within 30 days and exchange within 365 days.
According to reports, within Taobao and Tmall, "improving the experience of consumers and merchants" is the key task this year. In addition to full-time price insurance, there have been some new changes this year's "Double Eleven" including launching special services in major industries, placing orders with multiple addresses, and exclusive manual customer service for the elderly.
On the eve of "Double Eleven", Taobao also launched the multi-address merge ordering function . When checking the shopping cart, you can directly add different addresses to different products and then merge them into one order to place an order. This means that consumers will be more free to assemble orders during Double 11 this year.
As for these measures of the platform, a netizen's words reveal the truth: does not read advertisements, but looks at the efficacy of . After all, in addition to looking forward to gaining sufficient participation from this national carnival, consumers also want to gain more benefits.
Merchants have prepared stocks in advance
In recent years, "Double Eleven" has become synonymous with strong consumption power, reflecting the vigorous vitality of China's consumer market. Every year on Double Eleven, consumers will use real money to "smash" some "new consumption postures".
merchants have also shown some confidence in the sales prospects of this year's "Double Eleven" and have increased their stocking volume.
According to China News Service and e-commerce platform staff, there are currently many museum flagship stores including Sanxingdui Museum , Gansu Provincial Museum , Dunhuang Research Institute and other museum flagship stores, and have completed the stocking work of "Double Eleven". This year, among the treasures revealed by various museums, the "divine beasts" in are the most eye-catching, and the inventory of related products exceeds 1 million .
Domestic beauty products are also the focus of the “Double Eleven” merchants’ stocking. Yang Ming, head of the brand e-commerce department of Fenghua , said that Fenghua has prepared 250,000 boxes of shampooing water and conditioner for "Double Eleven", and the shipping warehouse area has expanded by 3 times to more than 10,000 square meters.
Picture source: Photo Network_501808201
Foshan Home Furnishing Industry Belt Merchants and Chairman of Guangdong Geden Network Technology Co., Ltd. Bai Tianlun introduced that for the sake of "Double Eleven", they started stocking in August. The stock volume of core hot electric cooker and electric hotpot will reach more than 100,000 units of , of which the stock volume of electric cooker is nearly 100,000 units.
Kawa Technology's own brand leader introduced, "Since September, we have started preparing for the 'Double Eleven'. This year we will make full efforts in new products, including foot warmer , clothes dryer and heater. The stock volume of these three new products alone is 100,000 units."
Yu Minhong, Luo Yonghao, Li Jiaqi...
Who is the king of "Double Eleven" this year?
1019, a reporter from " Daily Economic News " learned from Alibaba that Yu Minhong, the founder of New Oriental , is actively preparing lessons for "Double Eleven". It is reported that on the evening of 11, Yu Minhong will appear in the Taobao live broadcast room of "New Oriental Xuncheng Education Store", and no more information has been disclosed yet.
Yu Minhong selected Douyin live broadcast room in Oriental Image source: Visual China - VCG111392620834
The day before (October 18), Luo Yonghao will start Taobao live broadcast , and the news that was premiered on "Double Eleven" also spread wildly.
Luo Yonghao Image source: Visual China - VCG111199122906
In response, Taobao told reporters that it was inconvenient to reply to the reporter for the time being. New Oriental and Make a Friend have not yet officially responded to the public as of press time.
" (this phenomenon) is the result of competition between the two major platforms. "Li Chengdong, founder of Dolphin Club and e-commerce strategy analyst, told the reporter of "Daily Economic News". In his opinion, this shows that the relevant top anchors have a ceiling and bottleneck in Douyin's business. In addition, it can also be imagined that Taobao Live has given two people a lot of resources and traffic commitments.
Under the pull of multiple demands, perhaps, a new live e-commerce industry is about to be born: a multi-platform strategy may become the mainstream.
Dongwu Securities 's latest research report believes that Luo Yonghao will be in the future at the same time. Taobao and Douyin are broadcasting live separately. The reason given by the research report is that after the implementation of the Anti-monopoly Law on the Platform Economy, there will be no so-called "two-choice-one" situation. For Luo Yonghao, live broadcasting on both platforms will help to reach more customers. The platform environment and customer minds of Douyin and Taobao are very different.
Under this background, cross-platform super-head anchors also have the possibility of birth. However, whether it is Oriental Selection or making friends, can they adapt to two or even more platform styles at the same time?
Regarding this, the relevant research report of Dongwu Securities believes that Luo Yonghao's previous live broadcast style on Douyin is different from the previous Taobao super-head anchors. Traditionally, Taobao super-head anchors mainly sell well-known products that the public knows the price, and then brings transaction volume through ultra-low discounts; Luo Yonghao's style on Douyin is more content-oriented and prefers recommendations for interested e-commerce.
In addition, in the view of industry insiders, whether anchors such as Luo Yonghao can become super-head anchors of Taobao also depends on the specific comments of the "super-head anchors" by the outside world. Price standard.
Cui Lili said that even if the anchor naturally has strong traffic, in the process of monetization of these traffic, we must observe whether the audience pays for their content or sells goods. If the audience pays for the content, it may not be particularly strong to sell goods. Unless the anchor's perspective of product selection is more consistent with the audience customer group of the content of the purchase.
"Generally speaking, we measure the value of the anchor from the perspective of GMV of selling goods, so we must look at the customer attributes of the sales traffic of this IP, as well as the degree of fit between the product selection and customer attributes. "Cui Lili said.
In any case, for anchors, the gradual opening of cross-platform strategies may bring a new world. Under the new gameplay, it is still an unknown number of major anchors who are ups and downs.
This also means that this year's "Double Eleven", the competition in the live broadcast industry may be more intuitive and fierce.
On the evening of October 20 last year, the "Double Eleven" pre-sale live broadcast began. According to reports, as of the end, the Taobao anchor sales list showed that Li Jiaqi's final sales reached 10.653 billion yuan.
This year, there have been many changes in the live broadcast industry of "Double Eleven", but the same as in previous years, Li Jiaqi will continue to fight .
Image source: Photo provided by the interviewee
Not long ago, on September 20, Taobao live broadcast number one Li Jiaqi returned in a low-key manner at around 19:00 on the same day after 109 days of disappearance. The data on selling goods shows that Li Jiaqi is still popular.
Regarding the results of Li Jiaqi's first day of resumption of broadcasts, the research report of Guoyuan Securities summarized that from the perspective of popularity, the resumption of broadcasts did not push or preheat in advance. The whole live broadcast was 2 hours and 7 minutes in total, and the viewing volume exceeded 22 million in the previous hour; by 21:15, the live broadcast room had more than 60 million views. Although the popularity after the resumption (September 20 to September 29) is lower than the 618 event period (May 26 to June 2), it is also relatively similar to before May 22 (no shopping festivals and major events).
In addition, it is difficult to predict at present. What extent will the evolving live e-commerce industry have on mid-level anchors, and what will their performance on this year's "Double Eleven"?
It is reported that from May to September 2022, the monthly transaction volume (GMV) of Taobao’s low-level anchors maintained an increase of more than 50% year-on-year. In addition, between October 1 and 9, with the superposition of Li Jiaqi's consumption enthusiasm for re-broadcasting, the transaction volume of the low-level anchors even achieved a three-digit increase.
From the specific anchors, in the first nine months of this year, nearly 200 live broadcast rooms with transaction volume of over 100 million yuan have been generated on Taobao live broadcasts. Among them, there are core low-level anchors such as Lie'er Baby, Timor Xiaoxiao Crazy, Hu Ke , Huhu, and other core live broadcast rooms, such as Bee Surprise Club and Shiitake Mushroom Arrival. They only have 7 months to enter Taobao live broadcasts.
Top anchors show a tendency to open up cross-platform "play" and low-level anchors grow rapidly. Obviously, there are still many possibilities for live broadcasting to this day. The 2022 Double 11 that is in front of you may also be painted with a different color than in previous years. While being declared war by Taobao Live, while facing "Double Eleven", Douyin Mall has also "sharpened its knife".
editing | paragraph refinement Du Hengfeng
proofreading | Sun Zhicheng
Daily Economic News is integrated from Securities Times , China News Service, Cover News , Meijing.com (Reporter: Chen Ting Yang Xinyi), Public Information, etc.
Daily Economic News
