The annual "Double Eleven" is coming soon. On October 25, Bain released the "2022 "Double Eleven": Customer Loyalty is More Worth Pursuing than Trillion Sales" pointed out that the total online sales volume of "Double Eleven" this year is expected to exceed the trillion-dollar mark; 69% of the respondents plan to shop on 3 or more platforms during the "Double Eleven" period.
"Double Eleven" is currently the largest shopping festival in the world. In 2021, the total online sales volume increased from 840 billion yuan in 2020 to 952 billion yuan. This year's "Double Eleven" is expected to break through the trillion mark.
Double Eleven
No "gunpowder smell"
On October 24th, just like last year, the live broadcast room of the top anchors on the pre-sale day fired the first shot of Double Eleven, and Luo Yonghao also ushered in the first show of Taobao live broadcast on this day. As the first top anchor of cross-platform live broadcast, Luo Yonghao, who made friends with Taobao, attracted a lot of attention on this day. It started for two hours and the number of views in the live broadcast room exceeded 10 million. Another top anchor who was being followed, Li Jiaqi, , started broadcasting at 3 pm yesterday, and the number of views in the live broadcast room reached 10 million in less than an hour.
One is the former number one " Douyin selling goods", and the other is the top live e-commerce star who is ready to go shortly after returning. Since Luo Yonghao announced that he started broadcasting on Taobao, the outside world has been curious about who the two can win in the "Fight of No. 1", but the imagined scene of "gods fighting" did not appear.
Previously, "Make a Friend" revealed to Observer.com that on Double Eleven, they will focus on technology, digital, alcohol and outdoor sports for male consumers. Last night, the live broadcast room has more than 150 products, mainly digital home appliances, food and health care, sports shoes and clothing, wine and beverages, etc., while Li Jiaqi still focuses on beauty and daily chemical products. According to data from Cicada Mother, in the past, more than 73% of Luo Yonghao's fans in the live broadcast room were men, 27% were women, while 90% of Li Jiaqi's fans were women, and only 10% of them were men. This also gave birth to the saying "Li Jiaqi girl and Luo Yonghao boy". Luo Yonghao's entry into Taobao is not so much a dispute over the ranking, but rather that the two complement each other within the platform.
Li Jiaqi PK Luo Yonghao
According to 21st Century Business Herald statistics, the number of viewers in Li Jiaqi's live broadcast room has reached 460 million, and many products have been sold out, while the number of viewers in Luo Yonghao's live broadcast room is 23.22 million. Except for welfare products, all sold out products are in the 3c category.
October 24 at 3 pm, Li Jiaqi's live broadcast room officially started. During the past 10 hours of live broadcast, Li Jiaqi's live broadcast room has posted nearly 300 links. Taobao official adjusted the maximum number of views in the front desk as 10 million before Double 11, but some netizens could still see the real-time updated viewing data. Data shows that the number of views in Li Jiaqi's live broadcast room that night was nearly 460 million, doubled the result of 200 million last year.
Pre-sale sales reached 21.5 billion that night? Li Jiaqi's company refuted the rumor
. Some media reported that on the first day of the pre-sale of Double Eleven, Li Jiaqi's live broadcast room GMV reached 21.5 billion yuan, significantly breaking the sales record of Double 11 live broadcast room created by Li Jiaqi himself in 2021.
In response to this, the staff of Meiwa responded: "The data is not true and there is no relevant basis. We have sent a lawyer's letter to the relevant media."
Only from the perspective of the scene, Li Jiaqi is still an irreplaceable top star. It can be compared horizontally that although Bee Surprise Club started live broadcasts at 8 a.m., it did not exceed 10 million until 5 p.m. Celebrity anchors such as Lin Yilun , Hu Ke are also difficult to match. The one who can be called a variable is still the new entrant.
That night, Luo Yonghao, who was under Yaowang's , Cecilia Cheung, and Luo Yonghao, who made friends with a live broadcast room, landed in the MCN live broadcast room. In the end, the two completed their first Taobao live broadcast show with 1600w+ and 2600w+ respectively. This achievement is far from Li Jiaqi, but it has also made a good start to stir up the anchor structure of Taobao's position.
Luo Yonghao’s Taobao live broadcast debut
As of 21:33 on the 24th, Luo Yonghao’s Tmall live broadcast room increased to 2.158 million fans.
This time, the reason for Lao Luo to enter Taobao live broadcast again. Lao Luo is that "the men's needs should be managed by someone."Luo Yonghao revealed in his personal WeChat video account and Weibo trailer that "he specially prepared a lot of good things for men who don't know how to shop", including mobile phones, graphics cards, computers, novel and unique digital products, big-name sports shoes and clothing, and big-name wines, etc.
Previously, Luo Yonghao's live broadcast room with Douyin was an exclusive cooperation, and he only launched live broadcasts on Douyin. He made his debut in Douyin live broadcast at 8 pm on April 1, 2020, and created a cumulative 48 million views and a total sales of over 110 million yuan in 3 hours, becoming the largest host of Douyin's live broadcast. In the next two years, Luo Yonghao's live broadcasts sold more than 100 live broadcasts, paid off his personal debt of over 600 million yuan, and made friends and developed into an industry-leading live broadcast institution.
On June 7 this year, Luo Yonghao announced his withdrawal from the management of "Make a Friend" and shifted his work focus to AR entrepreneurship projects. At the same time, Luo Yonghao said that he would not leave the company completely, and would still be in the live broadcast room of making friends and selling goods for two to three live broadcasts a month.
Luo Yonghao and Li Jiaqi’s fan portrait comparison
At the same time, Taobao is also weakening the “gunpowder smell” among the big anchors in previous years. The day after the pre-sale of Double Eleven last year was launched, the topic of " Viya Li Jiaqi's sales" occupied the front line of hot searches on social media. Li Jiaqi's sales of 10.6 billion and Viya's sales of 8.3 billion became hot topics discussed online at that time. This year, Taobao closed the crawling of transaction data from third-party data platforms, and now we have not seen a list of anchor sales similar to those in previous years. In addition, on the day of pre-sale, the platform also topped the viewing volume displayed in the live broadcast room to 10 million, intending to reduce the impact of the achievement theory.
In addition to weakening the "ranking dispute", there is another change this year's Double Eleven. Before the pre-sale starts, Taobao Live revealed that New Oriental founder Yu Minhong will be unveiled in the Taobao live broadcast room of the "New Oriental Xuncheng Education Store" on the evening of the 31st of this month; "Make a Friend" officially announced that Luo Yonghao will officially premiere on Taobao on the pre-sale day.
In response to this, New Oriental responded, "Doing educational live broadcast on Taobao is a long-term plan with clear goals." The head of the school went to Taobao, and combined with the Oriental Selection flagship store that has been established on Tmall for several months, Oriental Selection may be just a matter of time. "Make a friend" also responded that Douyin's live broadcast operation will not change, and will continue to maintain a good relationship with Douyin and do a good job of live broadcast on Douyin.
In this way, cross-platform live streaming has become a trend. Once upon a time, the sayings of "mountainism" such as "Tao Series Li Jiaqi Weiya", "Kuaishou's Simba", and "Tik Tok's Yu Minhong and Luo Yonghao" may soon become history.
"Eight people in the evening" are here, and these new functions are also added
This year's "Double Eleven". Whether it is the "pre-sale deposit payment" stage or the "sale" stage, they say goodbye to midnight. E-commerce platforms have changed from 8 pm to prevent consumers from staying up late.
Therefore, many netizens laughed at themselves: Since the "Double Eleven", they have had many titles, from "shopping people" to "native people" to "deposit people", and then to "deposit people", and now there are "eight people in the evening". In terms of discount comparison of
, it seems that there are fewer brain-burning discount calculation questions this year, and the discount levels between platforms are not much different. For example, JD is a 50 yuan discount for every 299 yuan spent across stores during the "Double Eleven" period; Tmall is a 50 yuan discount for every 300 yuan spent across stores.
It is worth noting that this year's "Double Eleven", the e-commerce platform has also added some small functions.
For example, in order to make up orders more convenient, an e-commerce platform has launched "multi-address ordering", which means that when consumers pay an order, they can send the goods inside to different addresses.
In addition, some platforms have also expanded the shopping carts, and the maximum number of shopping carts has been expanded from 120 products to 300.
"Price Guarantee" and "One-click price refund" have also become the standard configuration of many e-commerce platforms, allowing consumers to "buy, buy, buy" first, and then refund the price difference when they find that buying is expensive.
Carbon reduction and energy saving integration into daily shopping
Judging from the "Double Eleven" gameplay announced by some well-known e-commerce platforms, the platform emphasizes green consumption and says it will provide more green and low-carbon products.
For example, Tmall said that consumers can open 88 carbon accounts to participate in carbon reduction conveniently and interestingly; JD.com said that JD will jointly bring more than 3 million green products in the brand, and you can also get "carbon energy" and gifts for purchasing related products. For every item you buy, you can intuitively see the degree of savings in resource consumption.
In addition, e-commerce platforms attach great importance to young entrepreneurs this year's "Double Eleven". A certain platform shows that there are nearly one million "post-00s" merchants, most of whom participated in "Double Eleven" for the first time this year. The platform has also set up a "Double 11 College Student Practical Session" for this.
Deputy Dean of the China Internet Economic Research Institute of Central University of Finance and Economics Ouyang Rihui said that e-commerce platforms launched a number of support measures during the "Double Eleven" period to attract retail merchants to settle in, relying on their strong consumption driving force to encourage merchants to learn and adopt digital business methods.
"Stopping travel" has gradually become a new trend in consumption
In this year's "Double 11", airlines " Flying ", hotel Tongdian package, theme park tickets and other special products that place orders first and then make reservations for travel, making tourists stocking up tourism products during "Double 11" has become a new trend in consumption.
Since October, tourism companies have entered the "Double 11" time. At 8 pm on October 24, "Double 11" was officially launched. Fliggy said that nearly 80% of travel products are on spot stock this year. Consumers do not need to go through the waiting period for final payment, and can make an appointment directly from 0:00 on October 25.
It is understood that this year, tourism products have participated in Tmall's "Double 11" cross-store discounts again, and event products enjoy a 50% discount for every 300 yuan cross-store discounts, which means that hotel packages, park tickets and other travel products can be stocked together with autumn pants and thermos cups, and enjoy discounts. This year, the platform will also launch new products such as "living at your fingertips", Beijing Winter Olympics stadium ski package, and Wenchang "rocket room" that can be watched on the balcony.
, which includes free pick-up and drop-off, free airport VIP rooms, etc., continues to increase its rights. During the "Double 11" period, consumers can purchase corresponding packages from high-star hotels such as Accor and InterContinental on the platform and make an appointment to use them. They can not only accumulate room nights (one room for one night), but also obtain double points from hotel members and Fliggy members. During the "Double 11" period, consumers can also quickly upgrade gold cards and platinum cards.
Some industry insiders said that tourism companies continue to increase their investment in "Double 11" will help restore two-way confidence in the consumer demand side and the tourism supply side.
The giant "demolition of walls" is in progress
anchors stop "choose one of two", and e-commerce platforms also have a trend of "demolition of strength and breaking the walls".
In the past few years, at critical nodes such as big promotions, "choose one of two" once became the standard pre-war pre-war method, which has also caused a lot of controversy.
This year on Double Eleven, the platform seems quite tolerant of merchants' cross-platform operations. Alibaba Taobao Tmall Industry Development and Operation Center President Chuxue responded to the question of how the media viewed "Businesses who started live broadcasts on Douyin returned to Taobao" and said: "It's not just Double 11, but they continue to come. It's just that everyone is more concerned about Double 11 stage. Maybe it's a more concentrated stage. We believe that (merchants) multi-platform operation is a normal thing. Our users are the most consumer-powered and valuable users in China. Many people should come to us to do business, and we will not refuse. This is a very important part of our ecology."
In addition to "loosening" merchants, the "communications" between giants are gradually getting closer. It is not new for e-commerce to place advertisements on other traffic platforms during various major promotion nodes. On Double Eleven this year, the platform's publicity outside the site has taken a step further. Pre-sales were launched last night on Double Eleven, and Tmall also launched its first live broadcast on Douyin. The content was to introduce the Double Eleven strategy. The live broadcast lasted until 9:30 that night, with more than 1.34 million viewers and nearly 1.24 million likes on the live broadcast.
There was also news that starting from October 28, 2022, Taobao Alliance product links will gradually resume publishing product and service links in Kuaishou live broadcast room shopping carts, short video shopping carts, trade details pages, etc. This process will be converted on October 31.
In March this year, Kuaishou cut off the external links between Taobao Alliance and JD Alliance. At that time, the official explanation was "due to the change in the cooperation agreement between third-party e-commerce platforms and Kuaishou", and the outside world interpreted this as a step for Kuaishou e-commerce to move towards a closed loop. After half a year, the two sides "reconciled". Whether it is the host of the
platform, whether it is the policy-driven interconnection or the active pursuit of change in the context of consumers' increasingly lack of enthusiasm for Double Eleven, this year's Double Eleven, giants no longer "close the door" and hold on to the anchors and traffic in their hands, and you can feel that the interactions between all parties are more frequent than in the past. The anchors who flow between platforms and turn to competitive and cooperative platforms may be able to inject a pool of lively water into Double Eleven, which has been "out of fire" year by year.
Please check this consumer reminder for
Choose a regular platform and shop rationally as needed. During the "Double Eleven" period, stimulated by various activities on e-commerce platforms, consumers must choose shopping platforms and online stores with complete business qualifications, large scale and high reputation. It is recommended to compare and distinguish carefully. Do not be blindly immersed in words such as "shot products instantly sold" and "giant whirlpool sales". Do not blindly buy unnecessary products because of the so-called "summoning orders".
figure out the promotion rules and beware of the low-price trap. Merchant promotion rules are complex and complicated, and situations that are not marked in a prominent way occur from time to time. Consumers should carefully read the merchant promotion rules and be wary of terms such as "no deposit will be refunded" and coupon restrictions on usage conditions. For products with advance deposits (deposits), distinguish the difference between "deposits" and "deposits", and place orders with caution to avoid consumption disputes afterwards due to lack of understanding of promotional rules.
ensures transaction security and beware of information leakage. Do not click on unidentified links and pop-ups on web pages or mobile phones at will, do not scan unidentified QR codes at will, do not believe in lottery or winning information, do not easily provide personal information such as ID number, bank card number, mobile phone number to others, and do not disclose mobile phone dynamic verification codes; try to use third-party payment guarantee transactions, and do not trade privately with sellers; do not believe in or accept any reasons and requirements for direct remittance to personal accounts.
Pay attention to acceptance and verification, and grasp the return and exchange time limit. During the "Double Eleven" period, it is recommended that consumers check whether the specifications, models, quantities, etc. of the product are consistent with the order when receiving the goods. The gifts given by the merchant should also comply with the relevant provisions of " Product Quality Law of the People's Republic of China ". If the gifts have quality problems, you can claim compensation from the merchant in accordance with the law. Once you find any problem with the product, contact the merchant as soon as possible and grasp the time limit for return and exchange. If there is no agreement on the return and exchange freight, it is best to purchase freight insurance to reduce the risk of freight when returning the goods.
save online shopping vouchers and protect rights in a timely manner according to law. When purchasing goods or services, consumers should pay attention to keeping shopping evidence, such as taking screenshots of merchant activity information, chat records, order details, etc. in case of consumer disputes arise, they should have sufficient evidence to protect their legitimate rights and interests. In case bad e-commerce privately cancels orders and changes activity rules, resulting in damage to personal rights and interests. Once a consumer dispute occurs, it must be negotiated with the merchant or shopping platform to resolve the issue immediately. If it cannot be resolved, you can file a complaint with the Market Supervision Bureau where the third-party trading platform is located or the operator is located or call the 12315 hotline to resolve the issue.
Peninsula News Client Comprehensive Compilation, Material Source: Beijing Daily , Daily Economic News , Poster News, Financial Daily, Upstream News, Economic Guide, Lychee News, etc.
