Starting tomorrow (October 20), this year's Double 11 pre-sale will be officially launched, and e-commerce platforms have also announced new ways of playing. The question is, is your wallet ready?
bid farewell to zero and still tests physical strength
Double 11 was originally a one-day e-commerce promotion. At 0:00 on the 11th, the products were simple and crude, and they were directly discounted. At that time, consumers were competing for hand speed and network speed.
But I don’t know when it started, Double 11 has become new rules, new ways of playing and new changes every year. In the past, consumers just needed to put the goods in the shopping cart, and then arrive at midnight to find a place with good internet speed to check out.
But now, consumers have to "preview" the new rules of Double 11 nearly a month in advance, otherwise you may not be able to "shop" happily by then.
Similarly, there are many new gameplays this year.
First of all, there are changes in time. Tmall Double 11 pre-sale will start at 8 pm on October 24, four days later than last year. JD will start pre-sale at 0:00 on October 20 this year, and last year it was at 8:00 on October 20. Vippineshop will start early purchases at 8 pm on October 20.
From the perspective of time, the opening time of each platform is relatively consistent, and the front line is still very long.
Some platforms avoid pre-sale time at midnight, continuing the habit of "consumers no longer need to stay up late" in the past two years. However, the long front still tests consumers' physical strength.
price insurance, free return freight... Which measure has changed to your heart?
In previous years, Double 11 "brain-burning games" such as the final payment, cross-store discount, meow candy, and shopping gold expansion have tested consumers' brain power. This year, various platforms have avoided talking about these issues and emphasized more "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 launches a dual-speed promotion, with a 50 yuan discount on every 299 yuan (the discount is 40,000 yuan, all categories can participate) and a 100 yuan discount on every 1,000 yuan (the discount is 40,000 yuan, some categories can participate). During the event, only one of the promotions can be participated in, and the whole process can be participated.
Vippines proposed that some big-name 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.
Starting from October 19, the mobile Tmall App will upgrade the shipping insurance rights. Consumers will not only receive free shipping within the scope of freight insurance, but also have no shipping due to overweight.
On October 18, Taobao and Tmall upgraded the price insurance service rules during Double 11. From the previous price insurance within 15 days after payment, it changed to the full price insurance within 15 days after payment/payment to the full price insurance within 15 days after the event ends on November 11, that is, from the payment date to November 26, the maximum price insurance time is extended from 15 days to 27 days.
price insurance service targets the problem of lowering the price of goods after payment and consumers' "buy more expensive", which eliminates the concern of "buy early and suffer losses", which is no longer a new thing in the industry. However, compared to the insured price after payment, some consumers are actually more worried that merchants will raise prices before the big promotion starts.
In this regard, Tmall said that during Double 11, the platform will actively supervise merchants' behavior of "raising prices first, then reducing prices". If the active products are found to have increased their prices in advance, the merchants will be reminded to make rectifications. If they are not rectified in time, they will not be able to participate in the event.
On the eve of Double 11, Taobao also launched the multi-address merge 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. This means that consumers will be more free to assemble orders during Double 11 this year.
This year, Double 11, JD.com has added a new grass planting period, and the grass planting period begins in October, and the pre-sale warm-up period will enter in late October.
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.
New consumption trends behind merchant inventory
At present, Double 11 has become synonymous with strong consumption power, reflecting the vigorous vitality of China's consumer market. Every Double 11, consumers will use real money to "smash" some "new consumption postures".
Merchants have also shown some confidence in the sales prospects of Double 11 this year and have increased their stocking volume.
According to the staff of the e-commerce platform, there are currently many museum flagship stores including Sanxingdui Museum , Gansu Provincial Museum , Dunhuang Research Institute and other museum flagship stores, and have completed the stocking work for Double 11. This year, among the treasures revealed by various museums, the "divine beasts" in each museum are the most eye-catching, and the stock volume of related products exceeds 1 million.
A merchant introduced that for Double 11, they started stocking in August. The stock volume of core hot electric cookers and hot pots will reach more than 100,000 units, of which the stock volume of electric cookers is nearly 100,000 units.
and merchants also introduced, "Since September, we have started preparing for Double 11. We will make full efforts in new products this year, including foot warmer , clothes dryer and heater. The stock volume of these three new products alone starts with 100,000 units."
Domestic beauty products are also the focus of Double 11 merchants' stocking. A merchant said that its brand has prepared 250,000 boxes of shampoo and conditioner for Double 11, and the shipping warehouse area has expanded by three times to more than 10,000 square meters.
( Zhongxin Jingwei WeChat official account)
