"Double 11"
During this year's "Double 11" pre-sale, the "PL Invisible Foundation" under Marumei Co., Ltd. was "selled out". The company staff told reporters that many new products, including liquid foundation and powder , are currently very popular in pre-sales, and some products are already in short supply. Among the top ten hits in Tmall's "Double 11" pre-sale in the first hour, beauty brands have exclusively held nine seats, among which products under listed companies such as Bettani, Perchoa , and Huaxi Biological have performed well. Domestic brands won four seats in one fell swoop in the top ten pre-sale brands of Tmall Beauty "Double 11". At the same time, the integration and coordination between online and offline channels is also closer.domestic brands are pre-sales hot
On October 24, major e-commerce platforms including Tmall and JD have launched "Double 11" pre-sales. As early as 3 months ago, many domestic brands were ready to prepare for the battle. "We started stocking in August. The stock volume of core hot-selling electric cookers and hot pots reached more than 100,000 units, of which nearly 100,000 units were stocked." Bai Tianlun, chairman of Guangdong Geden Network Technology Co., Ltd., a home furnishing industry merchant in Foshan, said that this year is the second year that its independent small home appliance brand Qicai Dingdang participated in the "Double 11". During Tmall's "Double 11", the company will vigorously promote three new products - insulation cutting board, wall breaker , and split hot pot. The stock volume of each single product has also reached 20,000 to 30,000 units.
at Tmall's "Double 11" home court, within one hour of pre-sales starting at 8 pm on October 24, the transaction volume of of more than 3,000 brands doubled compared with the same period last year's pre-sales. The data of the Taobao live page shows that new anchors represented by Luo Yonghao , Yaowang Dream Station, Bee Surprise Club, and Shiitake Mushroom Arrivals, core low-rise anchors such as Lie'er Baby, Chen Jieki, Timor Xiaoxiao Chuang have all risen one after another, with less than one hour of pre-sale broadcasts, and the number of viewers (single viewings) exceeding 10 million.
CBNData compiled the sales of some domestic beauty and skin care brands and found that domestic brands such as Perrya, Zhuben, and Xiangyi Bencao have all received pre-order sales of over 100 million yuan, of which Perrya's 8 products are estimated to have sales of up to 430 million yuan.
"This year Tmall's 'Double 11' is the most diverse and diverse role." Chuxue, president of Tmall Industry Development and Operation Center of Alibaba Taobao, revealed that there were only 27 merchants who signed up for the first "Double 11" and a total of 290,000 brands from all over the world participated in the 14th "Double 11". At the same time, Taobao and Tmall are constantly attracting a new generation of entrepreneurial groups to settle in and open stores, and these entrepreneurial groups have grown into an important new force on Taobao and Tmall. While the new entrepreneurial group of
is rising, industry leaders are also rushing to launch new products at the time of the launch of "Double 11" to consolidate their market position. On October 24, Nine Company released the series of new annual products such as the UiFi standard version of Nine electric scooter. The latest "Double 11" data released by the company shows that the order volume of products in all categories increased by 8 times year-on-year. Zhang Mina, executive director of
Index Capital, believes that new domestic brands with their own characteristics and core competitiveness and high cost performance stand out and are favored by capital, thus completing medium- and long-term investment and financing arrangements. The entry of capital can promote the rapid development and expansion of new domestic enterprises, and enterprises will obtain more funds to invest in product research and development, production base construction and talent training. They can use this to accumulate their own experience, make products that conform to fashion trends, and achieve the transformation from "Internet celebrity" to "long-term popularity" through long-term investment and brand building.
Online and offline coordinated efforts
The former "Double 11" was a struggle for "love and killing each other" online and offline, and on this year's promotion stage, the integration and coordination of various channels is closer.
On the eve of the launch of "Double 11" this year, Suning.com and Meituan reached a strategic cooperation with , becoming the first large-scale chain brand of home appliances 3C categories to officially enter the Meituan platform. The reporter learned from the relevant person in charge of Suning.com that the company's more than 600 stores have completed Meituan's entry, covering 175 cities. Both parties plan to enter more than 1,000 stores in 2023."In the future, Suning.com will continue to promote the co-construction of instant retail with Meituan, and explore the instant delivery service model of home appliances such as air conditioning, refrigerators and washing machines." A relevant person in charge of Suning.com Intelligent Internet Company said.
Suning.com is relying on more than 10,000 offline physical stores and online platforms to create the main battlefield for home appliances and home improvement consumption. As of 15:00 on October 24, Suning.com's online and offline high-end home appliance bookings increased by 86% year-on-year, and the number of green and energy-saving home appliance consulting increased by 206%. According to the relevant business person in charge of Suning.com Beijing, since October, more than 12,000 users in various stores in Beijing have used Beijing green energy-saving consumption subsidies, driving the sales of high-efficiency home appliances in Suning.com Beijing stores to exceed 120 million yuan.
reporter also learned from JD.com that JD.com's omni-channel ecological layout will fully participate in "Double 11", including JD MALL, JD New Department Store, Qixian Supermarket, JD Car Maintenance, JD Pharmacy, JD International Cross-border Experience Store and other tens of thousands of stores operated or managed by JD.com, as well as millions of offline cooperative stores across the country that JD supplies links to.
In addition, JD Hour Shopping and JD Daojia will also join forces with more than 200,000 offline physical stores nationwide, including supermarkets, convenience stores, mobile phone digital stores and other business formats to help offline physical stores achieve sales growth.
On October 27, Tmall and Cainiao jointly announced that Cainiao will invest 1 billion yuan in the next three years to establish a team of 10,000 people to provide consumers with "one-on-door delivery, free delivery" services for consumers to purchase large electrical appliances and home decoration products such as wardrobe, bed, washing machines, etc. on Tmall.
Source: Shanghai Securities News
Author: Wen Ting
END
Editor: Xiao Li Feizhu Review: Xixi
Producer: Tingyu
Authoritative industry all-media
010-83775637
13611229329
Voice
Modern Logistics News WeChat public platform articles, in addition to the original works of this newspaper's reporter, also contain recommended works by major media and Internet platforms. If the pictures and texts are infringed, please let us know and we will handle it properly! Friends and authors are welcome to contribute directly to us!
Phone: 010-83775637 4000565698
Submission Email: [email protected]
