"Today is Li Jiaqi girl again."
"I don't listen to Li Jiaqi's words every Double Eleven, and I always feel that something is missing."
At 3 pm on October 24, Li Jiaqi's live broadcast room started the live broadcast of the Double Eleven pre-sale event. At the same time, the topics related to Li Jiaqi's live broadcast on Weibo are constantly rising. The 2022 "Double 11" will officially start at 8 o'clock tonight.
Li Jiaqi is being broadcast live on the afternoon of October 24th. Screenshot from Li Jiaqi's live broadcast room
Taobao
Taobao's Double Eleven pre-sale this year has been released on October 24, and a total of 12 merchant measures have been released to serve merchants to prepare for Double Eleven. Among these 12 measures, Taobao mainly emphasizes the upgrading of grass planting traffic and product tools, and weakens the operating costs of merchants.
Among them, for live streaming traffic, Taobao has launched the "Double 11 Super Broadcast" incentive, providing cold-start traffic incentives to all kinds of merchants and experts who start streaming. In addition, Taobao's shopping cart capacity will be increased from 120 to 300 this year. To facilitate consumers to order and order, Tmall has launched the multi-address merge order 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.
It is worth noting that Douyin two top anchors Luo Yonghao and Yu Minhong will also join in and start Taobao live broadcast.
JD
JD's pre-sale starts on October 20th. Although it is 4 days earlier than Tmall, in fact, some products will not start pre-sale until October 24th. In terms of full discounts, JD.com has set up two subsidies for different categories of products: "50 off for every 299" and "50 off for every 1,000" for different categories of products. It is reported that during this year's Double 11, JD.com's omni-channel ecological layout includes tens of thousands of stores operated or managed by JD.com, including JD.com MALL, JD.com New Department Store, Qixian Supermarket, JD.com Car Maintenance, JD Pharmacy, JD International Cross-border Experience Store, and millions of offline cooperative stores across the country that JD.com supplies and links to join will participate in JD.com's 11.11.
JD app "Double 11" promotional activity page.
At the launch conference of JD.com 11.11 Global Love Season in 2022, JD.com Vice President and Head of JD.com Retail Group Platform Business Center Lin Chen said, "This year JD.com 11.11 will use simpler and greater discount measures, richer trend new products and hot products, and more comprehensive and considerate service experience to bring consumers the most realistic prices, the most realistic products and the most realistic services.
Douyin
In recent years, Douyin's e-commerce business has been growing rapidly. Douyin e-commerce also launched the "Double 11" pre-sale on October 24 this year. During this Double 11 period, Douyin has integrated the gameplay of "pre-sale deposit" for the first time. In addition, it has also added the "cross-store full discount" and "mall consumption coupons" activities, and it is also in the Speed APP A series of promotional methods such as the new channel with "9 yuan 9 special offer" was launched. On Double Eleven this year, Douyin is no longer the main battlefield for platform live e-commerce, but will be more inclined to the mall and store model.
Kuaishou
Kuaishou held the platform's 116 merchant conference on September 29, and will enter the explosion period of Double Eleven on October 20. This Kuaishou 116 promotion is "really supplemented." The theme of "real province" is focused on creating a "real province" subsidy zone, launching new activities such as "10,000 people bargaining group" for the first time, and distributing purchase discount coupons to users through activities such as "66 Shopping Gold" and "Son of Hands Selection".
At the same time, Kuaishou will officially navigate the first-level entrance of Kuaishou Mall on the top of the APP during Double Eleven, and promise to bring 100 million traffic to merchants and help merchants promote.
Xiaohongshu
Xiaohongshu Double Ten A major promotion also started on October 24, lasting until November 13, and launched a promotional plan for cross-store discount of 300-50 per purchase per 100% off. This year, Xiaohongshu launched the "Xiaohongshu Buying Festival" with a very community-like sense, advocating consumers to buy the right things through Xiaohongshu and a group of KOLs that can buy, allowing creators of diverse lifestyles to build a bridge between users and products, and create a more suitable transaction experience for the community. The
platform will set up different entrances on the open screen page, hot searches on the site, search result pages and mall pages, and guide users into the live broadcast venue.At the same time, anchors with a transaction volume of more than 5 million in the live broadcast room will receive 5 million notes exposed.
Data source: Platform official WeChat Aoyi News/Photo
B site entered the market for the first time, "Double 11" added new players
This year's "Double 11" e-commerce annual feast, new players have been added. It is reported that after the internal testing of the "Little Yellow Car" function at the end of December last year, B station officially launched the shopping area in the live broadcast section on October 14. The live broadcast rooms in the area have fully released the shopping "Little Yellow Car" function, and almost all UP owners have added the "Little Yellow Car" shopping link.
reporter learned through the shopping page that users can only enter the live broadcast room for goods from the UP owner’s account and content page; in addition to these shopping items, other products need to be redirected to third-party platforms such as Taobao and JD.com to complete the purchase. Just like Xiaohongshu, Bilibili also faces the general dilemma of e-commerce on content platforms.
B site click on the shopping page. Screenshot from bilibili
B website's second quarter financial report shows that the second quarter revenue was 4.91 billion yuan, and increased by 9% year-on-year; the net loss was 2.01 billion yuan, an increase of 79.3% year-on-year, and the net loss in the same period last year was 1.121 billion yuan. Judging from the revenue structure, game revenue has declined, advertising revenue is affected by the market, and member service revenue is also capped. According to the second quarter financial report of B station, e-commerce and other businesses achieved revenue of 601 million yuan, a year-on-year increase of 4%. Only e-commerce business seems to have room for growth on Bilibili.
This year's "Double 11" live e-commerce seems to be "lively" than last year. Major e-commerce companies have developed many different ways of playing, and more platforms have continued to emerge. As more and more shopping festivals appear in front of consumers one after another, the "Double 11" carnival has gradually faded. Compared with the previous mini-game gameplay, brain-burning promotional discounts are replaced by more diverse shopping experiences.
Nandu Aoyi News Reporter Jiang Dan
