Reporter of the Economic Business: Wang Yubiao Editor of the Economic Business: Liu Xuemei
announced the rhythm of the big promotion and merchant assistance measures. This year's Double 11 did not start with a lively event, but it also arrived as scheduled.
htmlOn September 8, Tmall announced that the "2022 Tmall Double 11 Global Carnival Season" will start pre-sale at 8 pm on October 24, continuing the pre-sale style of 8 pm last year. It will start the first wave of sale on October 31 and the second wave of sale on November 10. Compared with the previous two years, Tmall's pre-sale period this year has been slightly shortened.JD is a step earlier. At the Double 11 Merchant Conference yesterday (September 7), JD.com announced the pace of this year's big promotion period. " Daily Economic News " reporter noticed that JD.com has added a new grass planting period this year, and the grass planting period will begin in October, and the pre-sale warm-up period will be entered in late October. At the same time, the 28-hour start this year will be launched in time-dividing gameplay. A short video qualifying competition and a storebodabo qualifying competition have been added to .
2022 JD Double 11 promotion rhythm was announced. Source: Large screenshot of the online press conference
"I hope to achieve the number of new entry of small and micro businesses exceeding 100% year-on-year and sales increase by 100% year-on-year." JD Retail CEO O Xin Lijun said.
The indifference to the big promotion festivals on the consumer side has gradually lost its former expressions and this year's Double 11 may continue to be "conservative" and low-key style. However, for the platform and merchants on the platform, mid-year and end-of-year promotions are still key nodes in the release of operating performance. Whether there can be a "good harvest" is entirely here.
The external environment is still full of uncertainty, and this will still become a major problem for a long time to come. Where is the new Double 11 this year? What do you really need on the merchant side? How should platforms and brand merchants work together to help?
JD's "factory store" appeared for the first time
"Although the external situation has remained serious since the second quarter of this year, the current long-term improvement in consumption in my country's current fundamentals have not changed." At the JD Double 11 Merchant Conference, Xin Lijun released a set of data: In the first half of this year, more than 25,000 stores had doubled the transaction volume of JD's . In the second quarter alone, the number of new third-party merchants in JD's retail increased by 340% year-on-year. The slowdown in the number of users on
C end is a consistent situation for everyone. In contrast, the first half of the offensive and defensive battle in the sinking market of e-commerce has also ended. How to scale again in the existing model? JD.com’s idea is to start towards the B-end and recruit new merchants.
reporter learned from JD.com that at the beginning of this year, JD.com launched the "JD store" model for high-quality individual industrial and commercial households. Following this, this year's Double 11, JD.com will establish a "factory store" model to help merchants connect with high-quality supply. The key support targets are: industrial belt factories, individual industrial and commercial households, farmers, college students, etc. to open stores on JD.com.
JD Group Vice President and head of JD Retail Platform Ecology Department Kong Xiangying pointed out that the "factory store" model established by JD focuses on helping small and micro businesses directly obtain high-quality supply, improve product richness, and realize batch procurement. According to her, JD.com will introduce more specialty industrial belt merchants, and at the same time, it has opened more than 200 secondary category investment promotions for "JD.com Stores".
"JD Store" and "Factory Store" have successively tried on the B-side, from the actual business level, they can continue to cultivate and deliver high-quality merchants for JD to maintain the balance of the entire site merchant system.
Kong Xiangying gave an example of an electronic lock store on the platform. It entered JD.com in February this year. After resource support, it quickly grew from an L6 merchant to an L1 merchant, with sales in July increasing by 256% month-on-month in June.
From a longer-term strategic perspective, the extension to small and micro businesses such as factories and individual farmers, and the coverage of the breadth of industrial belts can be regarded to a certain extent as JD.com's strategy to continue to strengthen the sinking market. A richer product pool and balanced merchant system can echo the "surplus" users of the C-end 400 million.
JD Group CEO Xu Lei also made it clear at the JD Q2 financial report call that it will firmly adhere to the sinking market strategy, focus on building supply chain middle-end capabilities, expand omni-channel business, and build an open production platform.
The merchant attempt of "factory stores" is a broader and deeper exploration of JD's main retail format. Shaping and strengthening the B-side operation capabilities will definitely be an important step in the long-term layout of the sinking market.
"highlights" not only traffic
singles, judging from the year-on-year growth of the number of third-party merchants in Q2, JD.com's consistent "open ecology" is gradually playing a role. The upgrade of the traffic ecosystem is the core of the entire JD.com opening strategy. JD.com specifically pointed out that this year's Double 11 will continue to improve the traffic operation mechanism, helping merchants grow their traffic through omni-channel by more than 20%.
reporter noticed that JD traffic ecology and operating mechanism have undergone major adjustments this year on 618. Before 618 this year, JD APP 11.0 was officially upgraded, greatly increasing the proportion of homepage short videos, channels, merchant stores, etc., and increasing store recommendations.
During this year's Double 11, the main website of JD will usher in new changes. JD.com will launch the "Discovery" channel on the homepage of the site, and the "Shop Star" system will also face a new round of upgrades, providing traffic support for high-quality merchants and improving their conversion rate.
, senior analyst of iResearch Analysis brand retail industry, Chen Tao, said in a telephone interview with a reporter from "Daily Economic News" that in the face of big promotion nodes such as 618 and Double 11, weighing short-term performance and long-term business impacts will make it even greater for merchants to not participate in big promotions.
"During the big promotion period, the discounts and concessions of brand merchants are certain, which may cause some merchants to reduce gross profits in the short term. However, in the long term, the consumption preferential policies of the scale and scale of the big promotion period will still ignite consumption enthusiasm. The long-term effect brought by the infusion of high saturation flow can make up for some short-term losses to a certain extent." Chen Tao pointed out.
. With the overall upgrade of the traffic ecosystem, JD.com will also optimize the corresponding traffic operation rules. JD.com revealed that JD.com’s “store star rating” system has undergone a new upgrade.
reporter found that under the new mechanism, high-star stores will be exposed by traffic gathering channels such as JD flash sale, JD small cube, JD flash sale , JD PLUS members, etc. The star rating will also be presented on product details pages, store home pages, store details pages, Dongdong and other pages to strengthen consumer awareness and trust.
In fact, in the area where the traffic of large promotions is high and the increase in opportunities to reveal omni-channel will increase the number of clicks and attention in the site in the short term, but in the long term, it will strengthen the brand's consumption perception. Especially in the e-commerce retail battlefield where traffic is almost at its peak, strengthening the quality transformation of traffic is also a new way of making efforts.
Double 11 needs to increase the "daily"
In addition to some adjustments and changes on the merchant side, the pace of the big promotion that is ahead also changes subtly. What changes and unchanges will be made this year's Double 11? Cui Lili, executive director of the E-commerce Research Institute of Shanghai University of Finance and Economics, told the Daily Economic News reporter through WeChat that this year's Double 11, e-commerce platforms will consider more in the early preparation period than in previous years, and the corresponding sales strategies may also be adjusted.
"JD.com's new grass planting period, on the one hand, lays more groundwork for new products, brands, merchants, and estimates market opportunities. On the other hand, it also helps control the 'enjoyment rhythm' of big promotion consumption, and does not seem too eager to increase volume or emphasize the scheduled scale, giving consumers relatively more time to consider and choose." She added. The time of
Double 11 has been extended, and from the final actual effect, it does not seem to be satisfactory. Therefore, focusing on controlling the sales rhythm, timely marketing and promotion will still be the biggest topic facing each company.
Cui Lili also said that JD may reuse the experience accumulated from this year's 618 on Double 11, for example, in the context of uncertainty in the epidemic, it continues to strengthen logistics fulfillment capabilities to cover more merchants, and pay more attention to full-link services to empower merchant growth.
. As for the changes in the category level, she believes that she will focus more on daily life and products of urgent needs. "This change is more in line with the overall trend of consumption shrinking," she said.
long-tail . Products that are not in urgent need have weak growth in the quarter, and demand for products such as people's livelihood and health showed significant growth in the second quarter of this year, especially people's livelihood products are still relatively strong.It is not difficult to see such a trend from the Q2 financial reports of each company.
JD Group CFOXu Ran also pointed out the changes in such consumption trends at the earnings call: consumers on JD platform continue to shift from buying elastic consumer goods to buying daily necessities. This has driven JD.com's daily necessities category revenue to increase by 8% year-on-year in the second quarter. Supermarkets are the largest growth category, with order volumes increasing by 25% year-on-year.
Regarding the category transfer that may be faced this year's Double 11, Chen Tao also expressed his affirmation. He told reporters that although home appliances 3C are still JD Retail's solid commodity category chassis, at present, JD's overall strategic focus is shifting, and the subsequent investment of more resources, whether it is changes in external market trends or changes within JD's own, are all about to grow towards daily necessities.
"JD.com's reputation in the 3C category of home appliances has formed a relatively strong brand effect , which will affect consumers' purchasing decisions in other categories to a certain extent. On the other hand, the main feature of daily necessities category is the immediacy of demand and high requirements for the platform's fulfillment. JD.com has such ability to support it." Chen Tao pointed out.
A few days ago, JD.com also officially made the latest business strategic positioning of the supermarket category: becoming the main force of JD.com Retail’s second entrepreneurship, and the second pillar category with a large leading advantage and a main force to attract new users after 3C home appliances.
Looking at this year, Internet players are also constantly advancing in the direction of instant consumption and same-city contract fulfillment. The gameplay of the Internet has begun to focus and return to "daily". Double 11, as one of the most important games, will also follow the wave and undergo new changes again.
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