This year's Double 11 can be said to have been divided into two styles. One is the "seeking change" represented by Tmall , which has undergone great changes in the gameplay of Double 11, and the other is the "persistence party" represented by JD and Vipshop , which insists on their own gameplay and attitude.
First of all, Tmall Double 11 has simplified the complexity and the activities have become simpler and more direct. Tmall has launched the largest discount in recent years, with a cross-store discount of 50 yuan for every 300 yuan spent. In other words, if you buy something worth 900 yuan, you can get a 150 yuan discount.
In terms of logistics, Tmall's changes are also very obvious. The person in charge of Cainiao said: "The characteristic of this year's Double 11 logistics is that the sense of quality has been greatly improved, from the past to the delivery stage of more and faster delivery to the door." Some e-commerce insiders sighed that this year is the year with the largest door-to-door delivery of Tmall.
In addition to paying attention to logistics, another important change is in the activity time. Tmall Double 11 no longer has the "snatch" at midnight, and the time is advanced to 8 pm. On the one hand, consumers have more time to shop easily, and on the other hand, merchants have also extended sales time and created more orders and performance, which is a win-win situation for both parties.
When Tmall started to change its gameplay and actively seeking change on Double 11, JD.com next door was still sticking to the "old tradition" that had been around for many years. JD.com has "has not changed" in after-sales and logistics. In terms of after-sales service, JD.com has clarified the regulations on handling violations this year. If the pre-sale price does not match the actual price, or if the merchant changes the price or refunds the coupons on his own, the actual price is higher than the pre-sale price, JD.com will directly subsidize the consumer with the cost, and the merchant will bear the cost.
In terms of logistics, JD.com still emphasizes the word efficiency this year. JD.com made it clear that all orders from October 30 to November 3 this year must be shipped within 48 hours, and there must be verifiable logistics information to prevent delayed delivery by merchants.
special sale e-commerce platform Vipshop, this year's Double 11 gameplay is still the same as in previous years, and has become a "clear stream" in the e-commerce industry. Double 11 has no cross-store discounts, nor has various complex ways to play. There are only simple price reductions and superimposed brand red envelopes.
That is to say, if you buy a product worth 100 yuan at Vipshop, you can not only enjoy the price reduction discount for the Double 11 event, but also enjoy the "discount" with brand red envelopes at Double 11 discounts. In terms of service, Vipshop insists on all self-operated operations through SF Express , and has pulled SF Express to exchange products on-site, further improving the consumer experience. This is a service that many young consumers care about this year's Double 11.
Generally speaking, there are changes and persistence this year's Double 11. Tmall has changed the time and gameplay of events, as well as its emphasis on logistics. JD.com and Vipshop stick to their own paths, and business returns to their essence. The change and unchanging of e-commerce Double 11 are actually the same trend. E-commerce is embarking on the path of high-quality development, focusing on consumers.
