During the Double Eleven event, if you purchase goods at the Yintai Wulin Head Store, you can enjoy SF Express’s free express delivery service.
Double Eleven, what is the most popular? Each major e-commerce platform will list a large list of their own popular items, which are not all the same. In fact, the most popular thing on Double Eleven is the “hand-shopping party”!
The shopper who has been holding back for almost a month will unleash his instincts on this day. Whether it is an e-commerce platform ushering in the "year-end exam" or an offline supermarket integrating new retail, everyone wants to spend their money on this day. A crowd of shoppers welcomes you into your home.
Each e-commerce platform has its own unique tricks: red envelope pre-sale, black card and mini program
Tmall "Double 11" has always attached great importance to pre-sales. The reporter learned from Tmall that from the pre-sale data, dozens of brands have taken the lead in entering the "100 million yuan club", including Chinese brands such as Haier , Xiaomi, Ecovacs , and Estee Lauder. , Lancôme, SK-II and other international brands. The Guerlain perfume worth 3.6 million yuan that was displayed at the Tmall Double 11 Fashion Festival has been ordered in advance by a woman from Shandong who paid a deposit of 10,000 yuan.
ranked first and third in the food category in the pre-sale ranking list, and Moutai and Wuliangye ranked first and third respectively in the value list. Baicaowei ranked second in the pre-sale value list and first in the popularity list. . Qiu Jin, marketing planning director of Baicaowei, told reporters that on the first day of pre-sales, 10,000 nut gift boxes were sold within one minute, and 5,000 copies of "90-Day Fresh Food" were sold. "So far, 152,066 boxes of nut gift boxes have been pre-ordered, and 39,851 boxes of '90 Days Fresh' have been pre-ordered." Qiu Jin revealed.
In this year’s Tmall Double 11 pre-sale, some new products that represent the trend of consumption upgrading began to enter the public eye as dark horses. In European and American families, the dental rinser is considered a necessary hygiene product, but in China it has always been regarded as an oral medical device and is relatively niche. However, as of November 1, nearly 4,000 units of the US-based Cleanbi portable dental rinser, priced at 1,000 yuan, have been booked, reaching the total sales of the top 10 dental rinse products on Double 11 last year.
" Jingdong 11.11 Global Goods Festival" will start selling various money-saving coupons from November 7th, including discount coupons, coupons, category coupons, discount coupons, brand coupons and one-yuan coupons. Although the coupon promotion method is not new, it is still a classic promotion method that has been tried and tested, not to mention that this type of coupon is really powerful. For example, in the 1 Yuanshen coupon series, you can buy an Armani watch with an original price of 1,499 yuan for 1 yuan; with discount coupons, you can grab category coupons of 100 yuan off for purchases over 199 yuan in JD Supermarket, etc.
When opening this year’s NetEase Kaola overseas shopping “11.11 Super Foreign Goods Festival”, we can find that this year Kaola is taking advantage of Double Eleven to promote its black card membership. During the entire Double Eleven period, black card members can not only enjoy the surprise purchase of iPhone On the 13th, all beauty products will be discounted by at least 15 yuan. By using large promotions to develop loyal members and fans, it must be said that Kaola Overseas Shopping is in the business of fishing for big fish in the long term. And its brother brand "NetEase Select" can be said to be the simplest and most direct among the major e-commerce brands' promotion rules - 20% off the entire store.
Vipshop has moved up the sales time to 8pm on November 10th for this year’s Double Eleven. Shoppers can buy their favorite items 4 hours earlier.
It is worth noting that during this Double Eleven period, many e-commerce companies made great efforts to deploy small programs.
Mogujie announced that this year it will cooperate with WeChat mini-programs to seize online traffic. From November 10 to November 12, a total of platform coupons worth 1 billion and platform payment red envelopes worth 100 million will be issued to users.
Beibei.com has also begun to vigorously deploy mini programs in August this year. At present, the number of new users has exceeded 10 million, quickly ranking among the top 6 in the mini program retail list. During Double Eleven, Beibei Tuanping Mini Program began to try new methods of social promotion. Starting from November 7, the mini-program focuses on sharing red envelopes of 128 yuan in cash, using the sharing mechanism to attract new customer groups. Secondly, in view of the "community thinking", Beibei Tuanpin Mini Program mainly promotes methods such as sharing red envelopes, 1-yuan group-buying, and 9.9-yuan flash sales that can leverage community communication, rather than APP special venue activities.
The tourism market will not engage in price wars during Double Eleven, but will sincerely offer the "treasure of stores"
No e-commerce company will say "no" to annual discount "big rewards" like Double Eleven. For the tourism market, this year’s Double Eleven is not just a large-scale low-price promotion, but a competition between various platforms in terms of strength and advantageous products. Ctrip , Tongcheng, Lvmama and other OTA platforms have all come up with "treasures" at this time. Whether it is product form, itinerary design, air tickets, or hotels, they are the most cost-effective travel products of the year.
From the Ctrip travel platform, the number of products participating in Double Eleven this year increased by 23% compared with last year. More than 7,000 special price products participated in the promotion, including various discounts such as coupons, instant discounts, and discounts. The average product price drop was 30 %. For example, a product "Germany + France + Switzerland + Italy 11-day group tour with 3-4 stars into the Louvre" is an example. The Double Eleven special price is 5,699 yuan, while the product is usually priced at 11,299 yuan. Another product is "Finland Helsinki +Kemi+Ivalo+ Rovaniemi 10-day group tour" route is a 4-diamond tourism product with a price reduction of nearly 10,000 yuan.
is a Lvmama travel platform that specializes in peripheral travel products. The Double Eleven special offer focuses on a variety of machine + wine free travel, wine + scenic free travel, and single hotel product discounts with hotels as the core elements. A product of "Lin'an Tuankou Zhongan Radon Hot Spring Resort Hotel, all-inclusive food, accommodation and entertainment, free travel for 2 days and one night", the activity price starts from 1196 yuan, and the market price of 368 yuan for the hot spring tickets can be enjoyed through the platform as low as Discount price of 148 yuan. Among domestic tourism products, Sanya resort hotels and independent travel products have attracted more attention. The "Sanya 4 days and 3 nights free travel" product, Sanya Haitang Bay Westin Resort Hotel sea view suite buy 2 nights and get 1 free has become a "hot trend" "Free travel product".
This year Tongcheng Travel will still focus on cruise tourism products. From 8 pm on November 10 to 8 pm on the 11th, there will be multiple special flash sales during this period, such as quality special flash sales, cruise ship special flash sales, island special flash sales, etc. It is worth noting that during this period, users can snap up international luxury cruise tickets for 999 yuan and half price for the second person on popular outbound routes.
Double Eleven has formed a new retail model that connects online and offline. In the tourism market, although online travel e-commerce promotions are rampant, local travel agencies in Hangzhou are not losing out at this time. The Double Eleven discounts of offline stores are also powerful, further stimulating the tourism market during the winter tourism off-season. The Double Eleven products launched by China Travel Service in Zhejiang Province include Vietnam Nha Trang for 5 days for 1,299 yuan, Pure Saipan 2,999 yuan, Turkey 6,899 yuan, " Singapore + Malaysia " 5 days for 1,999 yuan and other products. Most of these products are quoted at half the normal price; Zhejiang CYTS has launched a 12-day tour of the Netherlands, Germany, France, Italy, Switzerland and the United Arab Emirates during the offline Double Eleven period, with the lowest price starting from 7,999 yuan, and 5-day pure play in Harbin, Yabuli, and Xuexiang Fairyland World Starting from 2550 yuan.
Physical retail took the lead in Double Eleven
How to play "Sincerity and No Routine"
Double Eleven online platform "Smoke is everywhere", offline major physical stores, supermarkets and shopping mall complexes are also "not to be outdone", not only launching a variety of The vigorous promotional activities and new gameplay also fired the starting gun of the "November shopping carnival season" in advance, setting off a "shopping wave" earlier than online.
For example, Intime, which is the main offline venue of Alibaba Double Eleven event, has launched the National Carnival since November 1st. The main promotion of the event is the same price as Tmall online and offline. It not only distributes preferential red envelopes to users through the Miaojie APP every day, but also takes the lead in Hangzhou through various forms such as the largest pre-sale, preemptive purchase of 6 major brands, and new retail pop-up stores. Offline retail Double Eleven shopping trend. Yesterday at noon, the reporter came to the Yintai Wulin main store. Although the event had been going on for several days, the mall was still full of "people following the crowd." "I came here during my lunch break to go shopping. I looked at many counters and all the products were sold out." Ms. Du, a citizen, said that she was "late." "I finally found a product I wanted to buy on the Armani counter. The product was shipped, but even the packaging bags were used up.”
all say that this year’s Double Eleven rules on online platforms cannot be played without some Mathematical Olympiad standards. In contrast, the offline gameplay is more “sincere and unconventional”. For example, the preferential rules of Sino-Ocean Leti Port are very simple and clear - - On November 11th, you will get a 300 yuan retail coupon when you spend 600 yuan or more, and you will get a 500 yuan retail coupon when you spend 1,000 yuan or more. It can also be used in combination with merchant promotions, saving consumers the trouble of doing the math and
locating high-end boutique department stores. In the Hangzhou Tower, the Double Eleven event is full of "trench" atmosphere. It has cooperated with major luxury brands to offer rare discounts, such as 80-89% off designated products of the affordable luxury brand Coach, and you can also enjoy electronic red envelopes worth 100 yuan or more. ; Ports will receive a RMB 1,000 brand gift certificate when spending RMB 3,800 or more; international famous watch brands such as , Omega, , Longines, and Tudor will receive RMB 1,000 off when spending RMB 10,000 or more... Children's clothing, international cosmetics, home appliances, and other categories and brands have full discounts and discounts . In addition, Hangzhou Tower also issues electronic red envelopes with 100% off for purchases over 1,000. With VIP cards, you can participate in the national lottery and win high-end gifts such as Dyson hair dryers and Dior brand bags.
In addition to discounts and discounts. In addition, the "City Fun" Longhu Binjiang Street has launched the "Invincible Price Guessing King" activity. It launches 8 products every day for two days on weekends. As long as you can guess the price within 10 seconds on site, you can buy the product at the event price. Go home. The price-guessing products include branded cosmetics, electronic products, branded home appliances, etc. The event price is even lower than the original price by 50%, which can be said to be very favorable.
(Hangzhou Daily reporter Zhang Lihua, Zhang Yali and Wang Lili)
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