On October 19, the Internet e-commerce sector changed dramatically and rose. Cross-border Connect and Ruoyuchen hit the daily limit, Qingmu Co., Ltd., Lirenlizhuang, Focus Technology , Xinghui Co., Ltd., Antarctic E-commerce , etc. followed suit. On the news front of
, the annual "Double Eleven" shopping festival is coming soon. All e-commerce companies have begun to try and start advance deployment.
On September 26, Tmall announced the Double Eleven Investment Rules: The registration time is from September 26 to October 10, and the product price requirement is 10% off the activity price is less than or equal to the lowest price during the price verification period. In addition, Tmall also put forward basic requirements for merchants participating in the Double Eleven event, such as store comprehensive experience points, merchant activity, and points deductions for violations. In October, the smoke of Double Eleven is filled with smoke. Tmall will start pre-sales at 8 pm on October 24 and will be officially released on October 31 and 8 pm on November 10. JD also announced the gameplay of Double Eleven. Which platforms and brands can become hidden champions during this shopping festival? This article will be analyzed in detail.
Live e-commerce may become the factor with the largest expected difference
Epidemic prevention and control has entered the normalization, and consumers' online shopping habits have formed. The outbreak of the epidemic in 2020, consumers have reduced their shopping outings, offline shopping scenarios have been closed, consumers have shifted to online consumption, and the penetration rate of online shopping has further increased. my country's online retail market has continued to grow steadily since 2021.
The biggest expected difference in the report card of Double Eleven last year came from the intervention of new forces represented by live e-commerce. Judging from the data, Tmall's market share is still the first, but its sales share is declining. Judging from the sales data on November 11, Tmall's head position has continued to disperse since 2016, and its proportion has slowly declined. By 2021, it accounted for 58% of total sales, down 1.1 pcts from 2020. In sharp contrast, antitrust law accelerates the changes in the e-commerce platform pattern, weakening the head effect, increasing user choices, and strong entry of emerging e-commerce platforms such as Douyin , Kuaishou, Xiaohongshu, and Dewu have made this trend of decentralization more and more obvious. According to Baidu data, Baidu accounted for 24% of searches in 2021, down 10 pcts compared with 2020.
However, with the development of live streaming sales, this novel retail method is about to undergo greater fission. According to the statistics of Fruits and Feigua, the 921 Good Food Festival will last for 13 days from September 9 to 21. Among them, the sales performance of live streaming channels in sales was impressive. The popularity of selling videos and related topics has also driven product sales. There are 397 single products with a mall transaction volume exceeding one million.
Guosen Securities believes that Double Eleven will focus on opportunities in the industry chain related to live e-commerce and advertising marketing, and it is recommended to pay attention to Saturday.
China AVIC Securities believes that the e-commerce service industry chain directly benefits from the peak sales performance of upstream brands. It is recommended to pay attention to [ Guolian Co., Ltd. ] Double Tenth Industry E-commerce Festival transaction volume increased rapidly, [Worth Buy] "Content + Service + Data" three-wheel drive, enriching the content e-commerce ecosystem, and [Saturday] plans to divest traditional women's shoes business and focusing on live e-commerce business.
stocking of daily necessities may become the keyword of the shopping festival
In late October, the annual Double 11 shopping carnival will usher in the annual Double 11 shopping carnival, and the promotion efforts have also made "stocking" a keyword for users to consume. In addition to paper products, grain, oil, rice and flour, etc., family life must-haves, skin care products, home appliances, maternal and child products, etc. are also popular categories during the event.
According to last year's "Double Eleven" sales data, casual snacks, Three Squirrels , Liangpinpuzi , Baicaowei , Baicaowei , solid status, emerging casual braised products brand Wang Xiaolu has risen rapidly, domestic brands Maifudi and Weishi lead the pet industry brand list. In the home appliance category, Yunjing, Ecovacs and Tianke are among the top ten in multi-platform household appliance sales list, and Jimi Technology is ranked first and second in the sales list of JD and Tmall projector brands respectively. Individual care cleaning products, Vida and Blue Moon are among the top ten in the sales of personal care products of each platform, 公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公公Clothing and apparel category, Bosideng is the number one in China's clothing, and Anta , Li Ning and other sports domestic brands have risen.
Guoyuan Securities believes that it is actively paying attention to the Double Eleven Shopping Festival to drive the performance of brand merchants. The beneficiaries include Three Squirrels, Liangpinpuzi, Baicaowei, Zhongpin Co., Ltd., Ecovacs, Blue Moon Group, Wenjian Medical , Bosideng, Anta Sports, Li Ning, etc.
Beauty care has always been a popular track in the "Double Eleven" shopping festival. In recent years, on the one hand, with the improvement of national income level, users' expenditure on beauty and skin care has increased significantly, and the user group has continued to expand; on the other hand, with the rapid increase in national cultural confidence, coupled with the excellent quality of domestic brands and the advantages of cost-effectiveness, and more targeting factors such as national skin quality, the market share of domestic beauty products has shown an increasing trend year by year.
AVIC Securities is optimistic about the "Double Eleven" sales performance of domestic beauty leading brands. It is recommended to pay attention to [ Huaxi Biological ] hyaluronic acid raw material leader, [Betini] domestic pharmaceutical cosmetics leader, [ Peraya ] large single product strategy advantages, [Shuiyang Co., Ltd.] independent brand + agent dual-wheel drive, [ Qingsong Co., Ltd. ] intends to divest the turpentine deep processing business and focus on cosmetic OEM.
