This year's Double 11 promotion battle has officially begun, and various e-commerce platforms have also taken their own response measures to enable more users to flow to their own platforms. So in the face of the gradual change in consumer preferences and the decline in the attractiveness of conventional gameplay, how do platforms welcome this year's Double 11 promotion? Why not take a look at the author's interpretation.
On October 24, with the holding of the launch conferences of platforms such as Tmall , JD , the Double 11 promotion battle officially started. This is also the 14th time that the e-commerce industry has ushered in a grand promotion event since the event was founded in 2009.
uses the words of Chuxue, president of Taobao Tmall Industry Development and Operation Center of the domestic digital business sector in Alibaba , and said that "This year's Double 11 is the most diversified one in previous years."
's diversity is not only reflected in the changes in the number of merchants, from the first 27 merchants to the current 290,000 brands participating in Tmall Double 11; it is also reflected in the diversification of the event platform, from Alibaba , to JD.com, Pinduoduo, Vipshop , Douyin , Kuaishou, B station, Tencent , etc., and their enthusiasm has increased unprecedentedly.
In order to achieve better results in the same-stage competition, the platform began to prepare early in the morning, especially in the "super head" battle in the key live broadcast battlefield, which added a bit of attention to this year's Double 11 and made the results confusing.
is different from the hot scene on the platform side. After years of market education, consumers have become more and more rational. Shopping is reduced, large-scale consumption coupons, and pre-sales are in advance... It seems that it is difficult for these platforms to play again. "No plan every year" and "I don't know what to buy on Double 11" have become the voice of many people.
Consumers said that Double 11 "has no plans every year" (Picture source: Internet)
What other tricks can the platform use this year in the face of the change in consumer preferences? Can the "cats and dogs" withstand the impact of new players?
1. "Unexpected" before the war
In this year's largest consumption peak season, Tmall and JD.com, as the leader in e-commerce, have been paying attention to the industry. Whether it is the rhythm of the event, the mechanism of the event, or the direction of marketing communication, it is a benchmark for other platforms in the industry to follow.
compared with the one-month activity cycle in the past two years. Although Tmall and JD Double 11 are still composed of pre-sale periods and two waves of sales periods this year, the entire cycle time is less than 20 days, which is at least one-third shorter than previous years.
In addition, the two companies will also carry out the purpose of "not staying up late" to the end. Not only will the pre-sale be placed at 8 pm, but the two waves will be officially launched at 8 pm on October 31 and 8 pm on November 10 respectively.
This greatly reduces the unnecessary time and energy consumption of merchants and consumers and improves the consumption experience. In terms of specific promotional gameplay of
, this year, Tmall Double 11 will continue to stick to the discounts: consumers can add triple discounts - 1700 0,000 products are discounted, and every 300 is reduced for every 300 , and 50 , , VIP88VIP members will receive 820 7 yuan large coupons.
Tmall Double 11 preferential policy
Although Alibaba has not over-indulged the discount this year, compared with the discount of "14 million official flagship store good goods, 30% off for every 200 yuan per 88VIP, 95% off + large consumption coupons" last year, the platform has given more sincerity to stimulate the consumption exhibition.
In order to improve the shopping experience, Tmall has also improved from two aspects this year: first, it has implemented "full price protection" for Double 11 products, and the price warranty period has been extended from 15 days in previous years to 27 days; second, it has added the "multi-address ordering" and the number of shopping cart baby upgrade functions.
almost at the same time as Tmall, JD held a Double 11 launch meeting, announcing platform discounts such as "50 off for every 299 per cross-store across all categories, two waves of red envelope rain during the good start and climax, and JD PLUS members can receive super subsidies of more than 1,000 yuan per person", aiming to integrate the theme of "reality" into all aspects of promotion activities such as prices, goods and services.
JD Double 11 preferential policy
It is worth mentioning that among the various services launched by JD this year, it was first launched by it in 2018 and upgraded to "one-click price insurance" service in 2021. This year, Double 11 has been upgraded even more - from October 20 to November 13, more than 500 million products support 30-day price insurance, and can be applied for multiple times during the price insurance period. The latest price insurance time can be extended to "Double Twelve", which also covers the products purchased by consumers with coupons.
shopping discounts, large-scale consumption coupons, rhythm adjustments, etc. can only be regarded as the "regular playing methods" of Tmall and JD.com. After a cycle of transformation, it is difficult to have new tricks, which cannot arouse greater interest from consumers.
But as Double 11 approached, Tmall's move "pun people" unexpectedly caused ripples in the originally calm promotion.
In mid-October, the news of Luo Yonghao and Yu Minhong entering Taobao live broadcast during Double 11 quickly spread, making Tmall Double 11 this year become lively, and the attention immediately increased.
One is the former "Tik Tok No. 1" and the other is the boss behind the current "Oriental Selection" of Douyin's top live broadcast room. The two of them switched from Douyin to Alibaba at the same time, which is worthy of fun.
The two of them "turned over" at the critical moment of the big promotion, causing constant speculation about the results of Tmall and Douyin's Double 11.
2. Doukuai "takes a corner"
The e-commerce platforms Douyin and Kuaishou, which grew up with content as the background, are considered "novice players" of Double 11, but their influence cannot be underestimated.
Douyin’s “Double 11 Good Products Festival” was first selected to launch with Tmall and JD.com. It is divided into three time points: pre-sales starting from October 24, outbreak on November 1, and ordering on the last day of November 11, which is quite a positive attitude.
However, in terms of discount activities, Douyin is more complicated than Tmall and JD.com's cross-store reduction, and has given "deposit deduction, limited time subsidies" and other activities to the pre-sales area.
Douyin Double 11 Good Goods Festival preferential policies
However, in terms of price insurance, Douyin supports the price insurance period to be extended to 15 days after the event ends on November 11, that is, until November 26. This means that the maximum price insurance time of Douyin reaches 34 days, which is the leader of all platforms. On the other hand, Kuaishou is relatively conservative in its strategy and avoids "Double 11" in terms of the name of the big promotion. The official event period is from October 20 to November 11, which is slightly earlier than Tmall, JD.com and Douyin.
. In terms of discounts, Kuaishou has specially opened a "real saving" subsidy zone, which is also the core subsidy column of Kuaishou's "116 Xinyi Shopping Festival". Although various platforms have tacitly compared the scale of subsidies for major promotions this year, Kuaishou still stated that it will provide high subsidies for big-name digital home appliances, beauty products, food, daily necessities, and agricultural supplies with concentrated user needs.
In addition, Kuaishou has also launched a "66 Shopping Money" full discount activity, that is, users can receive a shopping fee every day when entering the Kuaishou 116 promotion area page, e-commerce anchor live broadcast room, and interactive main venue. When placing an order, the shopping fee can be deducted by 6 yuan. If is compared with Tmall and JD.com, the Kuaishou platform users can use 30 yuan shopping deductions for every 300 yuan spent on them.
Kuaishou 116 Xinyi Shopping Festival preferential policies
For the new platform, the big promotion requires not only consumers, but also merchants and anchors. In order to attract more merchants to the platform, Kuaishou E-commerce also announced that 116 will invest twice the previous traffic to help merchants' business explode.
However, the merchant gap may not be big for Douyin. After all, according to the official data, 1.8 million new merchants will enter Douyin e-commerce in 2021. However, the super-headed anchors who were pried away by Tmall at the big promotion and the transactions that may even be lost need to be supplemented by new live broadcast rooms or channels.
was just waiting for Douyin to counterattack, but it had already chosen to "take a corner", avoiding the live broadcast battlefield, directly entering the hinterland of Tmall e-commerce, and quietly building shelves e-commerce.
As early as June this year, Douyin was exposed to replace the original "Friends" tag page of the homepage with a "mall", and placed it at a first-level entrance, gradually moving closer to "shelf e-commerce", and the importance of e-commerce business was further enhanced; two months later, Douyin e-commerce was exposed to separate the industry operations into two lines: content business and shelf business. In the future, Douyin e-commerce will mainly do malls and brands.
htmlIn October, Douyin was exposed to launching a new channel called "9.9 Special Price" on the "Mall" page, and then it was suspected to be adjusted to a "low-price flash sale" channel. mainly sells "9.9 capped" and "19.9 capped" products. This is also regarded as an important signal for Douyin to attack the sinking market and challenge Taote and Pinduoduo.Douyin Mall has opened a "low-price flash sale" channel
You should know that in the first half of this year, the national rural online retail sales have reached 975.93 billion yuan, and it is just around the corner. Once Douyin breaks a hole in this market, the potential for explosion can be imagined.
3. The large-scale melee started
What is interesting is that this annual promotion that made consumers increasingly confused has attracted more and more platform parties to participate, and even put forward more and more optimized and simpler welfare policies.
Take Pinduoduo as an example. In addition to launching the policy of "50 off for every 300 million products over 300, no cap on the top", the platform also provides at least 470 yuan additional coupons for branded products and agricultural products on the 10 billion subsidy channel. Subsidies for large consumer goods such as Moutai, iPhone , Shenxianshui, home appliances and furniture, and subsidies of 1,000 yuan. On the "Super Brand Day", some brands also gave large subsidies such as "45 off for every 300, and 150 off for every 1,000."
Pinduoduo Double 11 preferential policy
In order to reduce the complexity of consumers' participation in activities, Pinduoduo proposes to adhere to the direct subsidy policy of no pre-sale and no final payment, is to provide consumers with a simple and affordable shopping experience.
All-weather technology learned from Vipshop that this year's platform Double 11 promotion was launched at 8 pm on October 20. In order to simplify the discount rules, "consumers do not need to collect orders, and one product can enjoy a great discount" , such as OLAY small white bottles at highest buy one get one free, Bosideng mid-length down jacket 13% off, etc.
Even Tencent, which has always lacked the genes of e-commerce, has joined this annual ceremony. Its brand mall "Tencent Huiju" (predecessor: Tencent Huiju) launched the Double 11 "Buy Festival" on October 23 and customized the two major channels "Select" and "Welfare".
In terms of activities, Tencent Huiju not only issues common coupons on the platform (such as 30 yuan off for every 199 yuan spent), but also jointly issued brand welfare coupons with 11 big brands, as well as a total of 22 million red envelope rains, with the richness of the gameplay that is not inferior to the platform.
On the eve of the Double 11 promotion, online video barrage website B also stepped up its "green light" to merchants and tried the waters of e-commerce business. According to Tech Planet, Bilibili officially launched a shopping area in the live broadcast section on October 14, and the live broadcast rooms in the special area have fully released the shopping "little yellow car" function.
Although B station stated that "Double 11 is mainly to cooperate with e-commerce platforms", its idea of entering the e-commerce track has already emerged.
has reached its 14th year, and Double 11 has changed a lot and faced many challenges from nothing to something, and then to ubiquitous. The participation of diversified platforms fully demonstrates the value of Double 11. It is no longer a single company in Alibaba, nor is it a grand ceremony for an e-commerce industry.
, as the largest online consumption festival every year, has brought together hundreds of thousands of merchants, hundreds of millions of consumers, and countless service providers to participate in a large-scale commercial consumption collaboration and a large-scale production logistics supply chain collaboration.
In the words of , Alibaba Group , the president of domestic digital business sector, , Dai Shan , "In the face of uncertainty, many merchants regard Tmall Double 11 as the largest business growth opportunity for the whole year." What everyone sees is the transaction volume of trillions, which is the hundreds of millions of packages being sent to thousands of households; what everyone does not see is the digital capabilities hidden behind it, extending to upstream from consumer decision-making, transactions, payments, and fulfillment, to various links such as research and development and production.
But in addition to industry collaboration, how to balance the relationship between consumers, merchants and platforms and make Double 11 continue to be attractive is a problem that needs to be continuously solved by each company.
Original title: Double 11 starts tonight! "Cats and dogs" defend their positions and attacked on the corners of the shaking
Author: Zhang Chao; Editor: Luo Lijuan; Official Account: All-weather Technology (ID: iawtmt)
Original link: https://mp.weixin.qq.com/s/OFLPo7I-xPGUEuO6kfjlnw
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