Ali turns, after JD Vipshop insists on to develop at high quality, this year's Double 11 has indeed become popular
Tmall starts live broadcast on Tiktok , and the top Douyin anchors go to Taobao to live broadcast again. This year's Double 11, an abnormal scene is being staged. On the evening of October 24, Tmall Double 11 opened, but the official Tmall account actually started live broadcasting on Douyin, which lasted about 2 hours and received 1.3 million followers.
Coincidentally, on the eve of Double 11, the two top anchors of Douyin, Yu Minhong and Luo Yonghao, also announced that they would start live broadcasts on Taobao. Yu Minhong just released the news that he would appear in the Taobao live broadcast room, and the stock price of New Oriental rose by 10%; Luo Yonghao pulled his former deputy Zhu Xiaomu and sold 210 million yuan on Taobao in 6 hours.
has to admit that the relationship between Douyin and Alibaba has become more subtle. In the field of live e-commerce, both can be said to be the industry leader. In 2021, the overall scale of Douyin live streaming sales was 72.1 billion to 97.46 billion, and more than 10 billion items were sold.
In fact, Alibaba and Douyin shake hands and make peace is just a section in the overall environment. The interconnection of Internet companies is already the general trend. Alibaba said that multi-platform operation of merchants is the norm, and this year's Double 11 will no longer focus on GMV.
The other two first-line e-commerce platforms, JD.com and Vippineshop , have also become more humane, insisting on "people-oriented" and paying more attention to platform services and consumer experience. For example, JD Logistics has been accelerated again, and will provide consumers in more than 1,800 counties, districts and cities with "hour delivery of good products in all categories and fastest delivery of minutes" services to meet everyone's immediate consumption needs.
special sale e-commerce Vipshop, the platform service has a good reputation, and has been continuously optimized recently. In order to provide consumers with door-to-door delivery, door-to-door return and door-to-door exchange services during Double 11. Vipshop has specially established an anti-epidemic emergency plan team to arrange temporary backup sites, special transportation charter resources, distribution and upgrade backup plans, etc., to protect everyone's packages and maintain the consumption experience on the ceiling.
In addition, its self-built "authentic appraisal center" was also exposed. The platform spent hundreds of thousands of yuan to purchase the industry's top appraisal equipment. The high-value products such as jewelry, big-name bags and beauty sold by the platform were all on the shelves after multiple appraisals, reducing consumers' worries.
e-commerce companies have turned around, inspiring consumers' passion. Data shows that the transaction volume of mobile phones such as Apple, Xiaomi , Huawei , Honor on JD.com exceeded 100 million in 21 seconds; Tmall sold for one hour, and 102 brands sold over 100 million, and more than half of domestic brands; Vipshop launched sales for one hour and domestic brands are in full swing, with multiple growth in multiple categories.
The entire Chinese e-commerce industry is turning around, especially after entering the second half of the Internet, traffic bonus hit the ceiling. More and more companies realize that the previous "GMV" thinking is not feasible. It is necessary to change from traffic to "retaining volume" and provide better services to keep users.
