Duchuang/Shenzhen Business Daily reporter Chen Linlin
Tmall confirmed today that this year's Tmall "Double 11" pre-sale will start at 8 pm on October 24. The discount is 50 yuan off for every 300 yuan spent in cross-store , which is the year with the largest discount in recent years! At present, several major e-commerce platforms including Taobao and Tmall have announced the gameplay of this year's "Double 11". The "Double 11" online shopping feast of major e-commerce platforms is about to begin!
How is the gameplay of various platforms in this year's "Double 11" e-commerce war? How to save money? The reporter summarizes it as follows for readers' reference.
Several major platforms take advantage of their advantages and enable differentiated play methods
Tmall: shorten time and pay attention to logistics services
First of all, Tmall, which created the "Double 11" gameplay. From the perspective of time span, this year's "Double 11" sales period will be conducted in two waves, from 8 pm to November 31st, and from 8 pm to November 11th, respectively. This means that consumers no longer have to stay up late to place an order at midnight, which is a more friendly behavior to consumers.
It is worth noting that the discount is 50 yuan off for every 300 yuan spent in cross-store , which is the year with the largest discount in recent years.
has also introduced new measures for merchants. Tmall will work with Taobao Live to launch the "Double 11 Super Broadcast" incentive measures to provide traffic incentives for start-up merchants and experts; during the entire Double 11 period, Alibaba's "Dharmadisk" will be opened to all merchants to help them accurately reach the target consumer group. In addition to the traffic planting, Tmall also supports merchants in logistics during Double 11: merchants applying for early stocking credit loans can enjoy a 20% discount on interest rate; some orders can be shipped to 0 bills and recovered from the 0-per-money order; the best position in Tmall will not increase the price, and the express delivery fee subsidy for orders is 0.2 yuan per order using Taobao special delivery service.
undoubtedly, as an old player in "Double 11", facing more and more competitive platforms, Tmall's measures to shorten cycles and support merchants demonstrate its transformation from pursuing incremental to pursuing service.
JD: Dual promotion, strategy and merchant side
This year, the first platform to take the lead in "Double 11" is JD.com. As early as September 7, JD.com announced four new measures for this year's "Double 11". This includes "recruiting new merchants" as the first point, and JD.com will also create a "factory store model" to support small and medium-sized merchants to open stores. The first move was to attract merchants to settle in. This was a war between platforms to grab merchants before the official start of "Double 11".
JD.com will start pre-sale at html on November 20 this year, and the start time is the same as last year, but it only enriches the activity nodes. But for merchants, more marketing methods can be used to encourage consumers to place orders and convert.
This time, JD.com will start a dual-speed promotion event, with a discount of 50 yuan per 299 yuan (the discount is 40,000 yuan, all categories can be participated in) and a discount of 100 yuan per 1,000 yuan (the discount is 40,000 yuan, some categories can be participated). During the event, only one of the promotions can be participated in by the same product, and all parties can be participated in. At the same time, merchants are encouraged to register and participate in the form of a whole store.
Douyin: Based on the advantages of video traffic, the deposit was opened for the first time
Douyin has achieved outstanding results last year's "Double 11". This year, Douyin e-commerce launched a cross-store full discount activity of for every 200 or more. In terms of content traffic, Douyin focuses on video and launches "content field" gameplay, including brand carnival, national group PK competition, short video task competition, etc. The
platform will open multiple resource locations such as "Guess You Want to Search" and "Short Video Topics" to guide consumers' interest traffic to enter the mall to shop through search. At the same time, in order to improve its full-chain service, Douyin Payment has launched high payment subsidies.
no longer pursues high GMV, and improves services in competition
reporters noticed that as a well-known online shopping festival, regardless of form to content, "Double 11" is also accompanied by consumers' continuous updates and growth. Nowadays, under the competition between veteran "Double 11" contestants and emerging traffic e-commerce platforms, each platform no longer focuses on GMV growth alone, but changes its thinking and indirectly improves consumers' shopping experience by focusing on the merchant side."Double 11" is no longer the only standout for a single platform, but a strategic layout several months in advance. "Double 11" has entered its 14th year. What attracts consumers is not just low prices, but the comprehensive service level of shopping around.
review: Yu Fanghua
