Unconsciously, this year is the 14th Double 11 Shopping Festival. Starting from the 20th, this year's Double 11 pre-sale has officially started, and major e-commerce platforms have also announced new ways of playing. The question is, is your wallet ready?
Although there has not changed much in the preferential policies, major e-commerce platforms have shifted their focus from "seeking incremental" to "mining stocks" this year. Consumers said that the platform should put serving consumers first, with less routine in price discounts and more considerate service quality to support Double 11 to continue.
pre-sale is on, and the strategy of wool-fetching is indispensable.
In recent days, the "Double 11" calendar on social platforms has begun to flood the screen one after another, and the prelude of the e-commerce promotion at the end of the year has slowly opened. Discuss what to buy on Weibo , search for strategies on Xiaohongshu, and scrambling discounts in the live broadcast room has become a fixed homework for many "wool parties". From the promotion nodes summarized by netizens, we can see that this year's "Double 11" event continues to be advanced, and the time for different platforms to pay deposits ranges from October 20 to 31 -
Live broadcast rooms including Li Jiaqi and other anchors have started an early purchase preheating activity. There are nearly 200 purchase links during the live broadcast period, and the live broadcast content is also tilted from selling goods to introducing products.
The most lively thing about
is the key category that stocks goods at the end of the year - beauty and skin care. Many bloggers have also begun to analyze whether it is worth buying or "Is it worth buying" or "it is worth buying in this way" based on the prices of the live broadcast room. Various discount strategies on
social platforms have also been released, but there are too many discounts available, which has made many netizens unable to bear it.
Take the "Buy 3 Free 1" activity in a sports flagship store that has been very popular these days as an example. Consumers need to choose three running shoes, sportswear or other items in the event area with a total price of more than 1,200 yuan and a low price difference. From October 24, cross-store full discount coupons, flagship store member coupons, category coupons, deposit discounts, store red envelopes and other discounts, plus early recharge shopping bonus, money saving card red envelopes and 15% off discounts for 88VIP. After arrival, you must apply for a refund of the lowest-priced item from the customer service. If you can get the order accurately by
, you can buy sports shoes that cost more than 500 yuan after single and double coupons in Juhuasuan event.
is indeed cheap, but there are nearly 10 discounts and coupons required throughout the whole process. As soon as netizens started the calculation guide, they were a full page. Do you guys understand?
simplified rules. Don’t make any routines when discounting for full discounts
Of course, in response to the problems of long pre-sale periods, complex pre-sale rules, and "arithm questions" and reduced discounts, major e-commerce platforms are also responding with practical actions, and this year, more emphasis is placed on "full discounts" and "discounts".
For example, 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.
JD starts a dual-speed promotion, with a 50 yuan discount for every 299 yuan (the discount is 40,000 yuan, all categories can participate) and a 100 yuan discount for every 1,000 yuan (the discount is 40,000 yuan, some categories can participate). During the event, the same product can only participate in one of the promotions and can participate in the entire process.
Vippineshop proposes that some big brand products still have discounts on a 30% discount.
In addition, since 2020, various platforms have emphasized that Double 11 should bring affordable products and pleasant shopping experience to consumers. 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.
This year, in order to improve the consumer experience, various platforms have also launched some measures that are quite pleasing to consumers. Taobao and Tmall’s maximum price warranty period has been extended from 15 days to 27 days, while JD has added a new grass planting period.
Regarding these measures of the platform, a netizen's sentence reveals the truth: don't look at advertisements, look at the efficacy. After all, in addition to looking forward to gaining sufficient participation from this national carnival, consumers also want to gain more benefits.
platform is actively building momentum, users are becoming more and more calm
Although major e-commerce platforms are actively building momentum, users are becoming more and more calm about Double 11.
Baidu search index shows that as of press time, the high point of popularity of Double 11 appeared on October 13, but it only increased slightly by 6% year-on-year, and the daily average of 1174 has almost no change compared with the same period last year. Baidu information index shows that the first wave of Double 11 this year came when the investment promotion rules were announced at the end of September. As the enthusiasm of users and media was quickly exhausted, the index did not see a significant increase when the full reduction rules were announced in October, and its potential was somewhat insufficient.
, and the attitude of merchants is polarized. , a subsidiary of Huaxi Bio, Ke'an, this year's Double Eleven stock volume reached five times that of last year. All popular items such as cleansing mousse , shampoo, etc. have been put into the warehouse, and everything is ready. In addition, the stock volume of Internet celebrity brands such as Huaxizi and Perchoa also exceeded the same period last year.
However, it seems that there are only a few vertical top brands such as beauty, personal care, daily necessities, etc. Their confidence comes largely from Li Jiaqi's return, which leads to another embarrassing situation: the big Double 11 actually depends on an individual anchor to continue its popularity, and the brand's confidence and growth come more from Li Jiaqi, not the platform. The result is: the top brands try hard to seize the life-saving straw of super anchors, and small and medium-sized businesses can only lie down - there are not many brands with the ability to pay fees to anchors and platforms at the same time. For e-commerce platforms, old problems such as traffic exhaustion and differentiation of strength and weakness have not been solved.
How should we go about Double 11 in the future?
Double 11 Shopping Festival is already the 14th session. When it was born in 2009, no one expected that such a "artificial festival" could last for more than ten years, and its scale would grow stronger. That year, the total transaction volume of Tmall Double 11 was only 52 million yuan, while in 2021 this value soared to 540.3 billion yuan, a surge of more than 10,000 times in just 13 years. This is not only because everyone pays more and more attention to the Double 11 Shopping Festival, but also reflects the continued increase in the consumption level of Chinese people.
Nowadays, the growth of Double 11 is slowing down. Perhaps it can be summarized as follows: First, the platform's traffic dividend is slowing down, and it is becoming more difficult for old merchants to promote; Second, consumers' consumption methods are changing, and anchors' sales have robbed a large number of customers and traffic from e-commerce platforms; Third, the platform's gameplay is not very fresh, the discounts are not as strong as in the past, and discounts are full of various routines, which has wiped out consumers' patience.
If Double 11 continues to maintain healthy growth, it is far from enough to rely solely on the platform to increase support for old merchants. The most important thing is to find ways to reignite consumers' shopping enthusiasm and let them find a reason to "buy on Double 11". To achieve this, there are only two aspects: either the most abundant and attractive discounts the platform can provide, so that it can give the best service experience. The products are cheaper and more affordable than other platforms, so consumers will naturally come over to buy them. If the price is not much different from that of competitors, it is necessary to provide better services, such as timely response after-sales service, faster logistics speed, simpler after-sales process, etc.
So, for Double 11, it may be the opportunity for them to be reborn as they are simplified and return to the original intention of the release of the year, allowing consumers to have a more affordable, relaxed and pleasant carnival shopping experience.
Upstream news is comprehensive from the morning news, Lei Technology , China News Service , Value Research Institute, Sina Finance, E-commerce Research Institute
Editor: Chen Lu
Editor: Liao Lei
Review: Feng Fei
Review: Feng Fei
