At 8 pm on October 24, the pre-sale of Taobao and Tmall 2022 "Double Eleven" was officially launched. Previously, platforms such as JD.com, Vippineshop, , and Pinduoduo have launched "Double Eleven" pre-sales, and the addition of Taobao Tmall also marks that this year's Double Eleven Shopping Festival has been fully launched. This year's pre-sale on Double Eleven is different from the big fanfare in previous years. As of now, only Tmall has released its pre-sale results. In addition, this year's Double Eleven e-commerce anchors are also low-key. No record of the live broadcast rooms of many top anchors has been announced. Li Jiaqi live broadcast room also refuted rumors about GMV-related reports.
live broadcast Jianghu this year changes
Yesterday, when the pre-sale of Tmall Double 11 in 2022 officially started, several top anchors of Taobao live broadcast also started broadcasting simultaneously. This year, the live broadcast platform's lineup of live broadcast hosts has changed significantly. Last year, the second and third place in Taobao's live streaming sales list, , Viya, , and Sydney have been discontinued due to tax issues, and only Li Jiaqi is the only one who takes the lead. Douyin 's top anchor Luo Yonghao has gradually faded out of the Douyin live broadcast room since June this year, and has "redirected" to Taobao on Double Eleven this year.
Last night, Li Jiaqi and Luo Yonghao's live broadcast rooms were also the focus, with the live broadcast rooms exceeding 10 million. In contrast to Li Jiaqi's "all girls", Luo Yonghao's live broadcast room is positioned as "man's live broadcast room".
From the perspective of product selection, Li Jiaqi maintained the style of beauty products, mainly beauty products, and nearly 300 products were launched in the live broadcast room, and more than 80% of the products were beauty products, including L'Oreal , sk-11, Estee Lauder , Aqua Blue Mystery , Winona , Huaxi Biological and other major domestic and foreign beauty brands.
Luo Yonghao's live broadcast room has more than 150 products, mainly digital home appliances, food and health care, sports shoes and clothing, alcohol and beverages, etc. The five most popular products are dry noodles fast food, beef balls , warm suits, craft beer, and masks. The average customer price is in the range of 19.9 yuan to 199 yuan.
As of Luo Yonghao's release, the scene exceeded 26.5 million. Some media said that preliminary estimates are that Luo Yonghao's first Taobao live streaming total sales amount is about 210 million yuan. When Li Jiaqi's live broadcast ended, the number of viewers finally stayed at 460 million. On the first day of the pre-sale of Double 11 in 2021, the transaction volume of in Li Jiaqi's live broadcast room reached 10.6 billion yuan. Some media said that the GMV this year has reached 21.5 billion, but Meiji denied this data.
Within 4 hours after the pre-sale starts at 20:00 on October 24, this year's Tmall Double 11 pre-sale Taobao live broadcast generated 130 live broadcast rooms with pre-sale amounts exceeding 10 million. Taobao live broadcast data shows that this year, the pre-sale guidance amount of mid-season anchors and new anchors has been 365% and 684% respectively. increased by year-on-year, becoming the main force of the live broadcast room of tens of millions. At the same time, live broadcast institutions also achieved a year-on-year growth of 165%.
platform record is quiet
Unlike previous years, major platforms scramble to release their results to "report good news", since last year, the platform has been more low-key and quiet. At present, Tmall alone released the pre-sale report on Double Eleven. Within one hour of Tmall Double 11 pre-sale on the evening of October 24, the transaction volume of more than 3,000 brands doubled compared with the same period last year's pre-sales. On Double Eleven this year, e-commerce platforms are more focused on improving services and expanding discounts.
It is understood that JD.com will start pre-sales this year from 8 pm on October 20, fully open at 8 pm on October 31, and usher in its peak period at 8 pm on November 10. During this period, there will be 50 off for every 299 per 299 per 1000 per 1000 per 1000. During this year's Double Eleven, JD.com's full-link service investment will increase by more than 50% year-on-year. More than 500 million products support 30-day long-term insurance, and cover products purchased by consumers with coupons. JD Express launches a "full insurance" service. If consumers have problems during express delivery, they can enjoy full compensation within the insurance price range, and the payment will be delivered as fast as 24 hours.
This year, Tmall Double 11, consumers can use the "three discounts": 17 million products are collectively discounted, 50 yuan off for every 300 yuan spent in the whole store, and 88VIP members receive a large coupon of 820 yuan. In addition, Taobao has launched the multi-address merger and ordering function. When checking the shopping cart, you can directly add different addresses to different products and then merge them into one order to place an order. Taobao’s shopping cart has also expanded from 120 to 300.In addition, Taobao App optimizes the function of shopping carts, supports sorting and grouping, and can also filter conditions such as cross-store full discount, pre-sale, consumption coupons, etc. with one click.
In terms of price insurance service, Taobao and Tmall stated that the price insurance service rules during this "Double Eleven" event have been upgraded. From the previous price insurance within 15 days after payment, it has been changed to the full price insurance within 15 days after payment/payment to November 11 after the event ends on November 11, that is, the payment date to November 26, the maximum price insurance time is extended from 15 days to 27 days.
Rational consumption has become a shopping theme
This year, many consumers have become more cautious and conservative. "If you don't buy, you will save 100%" has long been a joke passed down by word of mouth on the Internet.
"Last night, I ordered some essential items such as tissues, laundry detergent, etc.." Consumer Nono told reporters that this year's Double Eleven, she had already made a detailed shopping list. In the live broadcast room last night, she only kept the goods she needed and did not place an order impulse. "In previous years, I was squatting in the live broadcast room on Double Eleven. After the anchor introduced it through fancy introductions, I couldn't help but place an order and bought a lot of unnecessary things. This year, my friends and I have done our homework in advance, supervised each other, and no longer spent a penny more."
reporter reminded that during Double Eleven shopping, consumers should carefully read the rules of merchant promotion activities and beware of terms such as "no deposit will be refunded" and coupon restrictions. 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.
In addition, the issue of difficulty in returns and refunds has become a common topic. The "2020 "Double 11" Online Shopping Consumption Complaints and Experience Report" released after Double 11 in 2020 shows that among e-commerce consumption complaints during Double 11 in 2020, the refund issue ranked first with a proportion of 27.56%. Therefore, when receiving the goods, consumers should check whether the specifications, models, quantities, etc. of the product are consistent with the order. 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.
If there is a consumer dispute during Double Eleven, consumers must save shopping evidence and negotiate with the merchant or shopping platform to resolve the issue as soon as possible.
Xiaoxiang Morning News reporter Shen Xiaoyi
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