Henan Business Daily reporter Chen Wei
What should retail giants impress consumers with the "Double Eleven" that has been around for eleven years?
On October 20, Tmall President and Taobao President Jiang Fan at the launch conference of the 2019 Tmall Double 11 Global Carnival: promote new supply from four dimensions: new products, new brands, direct supply from the source and imported good goods, and meet the needs of the whole population. Judging from the situation on the first day of pre-sales, hundreds of brands broke the peak of Double 11 last year.
There is only one way to play Tmall Double 11 this year: simple
Last year's "Double Eleven", the complexity of discount rules has become a "trick" in consumers' minds. And this year, this problem is expected to be resolved.
On October 21, at the launch conference of the 2019 Tmall Double 11 Global Carnival, Tmall President and Taobao President Jiang Fan announced that the gameplay of Tmall Double 11 this year can be summarized in two words: Simple
On October 21 pre-sale of products will be launched at 0:00 on October 21. Consumers who want to buy only need to pay a deposit to lock in their favorite products with discount prices. In the last few days, consumers can grab unlisted shopping allowances, shopping vouchers and red envelopes through various channels. When the final payment is made, these gold bars, shopping vouchers, etc. will be automatically deducted, and it is easy to know the "get-to-order price" of a product.
If you want to put it more intuitively, the activity price - shopping allowance - coupon - red envelope = the price you get.
If you choose Huabei installment, you can enjoy up to 24 interest-free periods. You can get the monthly repayment amount by dividing the hand price by 24.
With the support of these "simple and crude" discount methods, consumers can even buy the latest iPhone 11 at the official flagship store of Apple for a breakfast every day; if you spend a cup of milk tea every day, you can use top international brands of cosmetics. Although
is a "simple" gameplay, the discount is indeed not "simple": "Buy better and save more money", which is the tone set by Jiang Fan for this year's Tmall Double 11.
And Tmall Double 11 will be the most cost-effective one in 2019. Jiang Fan expects to save at least 50 billion yuan for users.
Hundreds of brands have broken the peak of Double 11 last year
This year, Tmall Double 11 is "simple and crude" and "save money" gameplay. Judging from the current pre-sales, consumers are also happy to buy it.
25 minutes after the pre-sale started at 0:00 on October 21, Estee Lauder achieved a transaction volume of nearly 500 million, exceeding the transaction volume of last year's Double 11. The "King of Out of Stock" Estee Lauder Small Brown Bottle Eye Cream was pre-sold 400,000 sets, and all sold out in 36 minutes, with the transaction volume of single products exceeding 200 million.
Not only Estee Lauder, as of noon on October 21, hundreds of brands have broken the peak of Double 11 last year, and the transaction volume of seven beauty brands including Lancome , L'Oreal, Shiseido, HR Helena , Olay, Hou and other 7 beauty brands have exceeded 100 million.
pre-sale is not only the beauty brands that "beyond themselves". In 3 minutes, Dickies pre-sale exceeded the whole day of last year, 7 minutes, Hazzys exceeded the whole day of pre-sale on the first day of last year, and within 15 minutes, Adidas surpassed the whole day of pre-sale on Double 11 throughout the year. Within half an hour, official flagship stores of brands such as Huawei , Honor, OPPO, vivo, Xiaomi , surpassed the pre-sales throughout the day last year.
brand merchants are also willing to invest more new product resources on Double 11.
At present, Tmall Double 11 is the biggest festival for global brand new products to be released. Jiang Fan said that this year, 1 million new products were released on Tmall for the first time on Tmall. More than 50% of the beauty brands even broke the convention and released the most popular Christmas gift box of the year in advance on Tmall Double 11. 215 big brands including Lancome, SK-II, YSL, Givenchy, and Shiseido have also specially customized 241 exclusive products for Tmall Double 11.
products and services will be connected to Tmall Double 11
On the eleventh Tmall Double 11, people will see that from products to services, they have been fully joined.
On October 21, Ele.me also announced that it will enter Tmall Double 11 in 2019.Thousands of shopping malls in hundreds of cities will join the Tmall Double 11 offline carnival. Use the word-of-mouth APP to scan the business district code offline and you can get business district rights, such as 50% off business district coupons, 50% off work meals, word-of-mouth red envelopes, etc. Some brands will also launch Tmall Double 11 exclusive customized food supply.
In addition, catering brands such as Starbucks , McDonald's , KFC , Pizza Hut , and Dicos will also jointly launch e-voucher packages that can be used separately and multiple times during Double 11 in the form of "meal tickets" and "food tickets". There are multiple coupons in a coupon package that can deduct the actual payment amount of the order or exchange for fixed items. The form of coupons extends the user's consumption period.
In addition to the discounts for consumption of physical goods, service consumption such as beauty and hairdressing, photography, manicure, and pet doctors will also participate in the Tmall Double 11 promotion. "Craftsmen" in nearly 300 cities will provide appointment services.
Suning : "At anytime" to meet consumer needs
Suning.com also took out the important gameplay of Suning.com "Double Eleven": "At anytime".
Suning.com Group President Hou Enlong said: "Price war" and "subsidy war" have lost the flavor of innovation, and "Double Eleven" requires innovative promotions.
"Price is standard, but not the only one." Hou Enlong said that current consumers are no longer satisfied with simply online or offline shopping. The scenario of realizing the integration of retail multi-elements is the real touchpoint between retail and users.
"Anytime" is the product of Suning's 1-hour scene life circle. Relying on Suning's multi-business deployment and multi-level channel network layout, it can provide consumers with any contact points to reach at any time; relying on the comprehensive layout of urban communities, store warehouses, and forward warehouses, Suning will expand instant delivery from fresh food to multiple categories such as maternal and infant, household appliances, mobile phones and digital, and promises to deliver goods to home in 1 km and 30 minutes; the products in "Anytime" will also receive a subsidy of 10 billion yuan for Suning and manufacturers on "Double Eleven".
No matter where consumers buy products from Suning.com, they can enjoy the money-saving experience of "paying it if it's expensive". Comparison of the price at which the product is purchased (“purchase price”) is compared with the price at which the application is expensive (“comparative price”). As long as the purchase price is higher than the comparison price, consumers can enjoy the service of making up for the gap nearby.
For Suning, this year's "Double Eleven" will create a retail scenario that saves worry, time, effort and money for consumers.
(Editor Ji Qianqian Intern Editor Liu Mengge)
