No "shopping people" can suppress their "buy, buy, buy" mind on the carnival night of Double Eleven; no "shopping people" can repeat their past consumer passion for ten years. After experiencing more than a dozen Double Eleven consumption wars, onlookers and participants will probably sigh from the bottom of their heart: Double Eleven has changed, the gameplay has increased, and the price can no longer be bought. However, when the smoke of the price war dissipates, what is the significance of Double Eleven's existence?
The meaning needs to be constantly filled and new content is used to inject vitality into it. Therefore, the live broadcast of Double Eleven will also have more new ways to play. Last year on Double Eleven, the live broadcast sales of Li Jiaqi and Viya took a fault-like lead. Now that Weiya has fallen and Li Jiaqi has made a comeback, the dual oligarchical structure of the host of goods has been missing. At the same time, top anchors such as Oriental selected Yu Minhong and making friends will lead the new gameplay, and multi-platform live broadcast may be lively in the e-commerce live broadcast world.
Speaking of the past of Double Eleven, the mini-games that were once popular on e-commerce platforms are no longer popular now, but similar game-style marketing has not disappeared, and replaced by the more grand-sounding meta-universe version of Double Eleven. Offline, the tentacles of Double Eleven have reached the local life market, , Douyin, , Kuaishou, etc. are recruiting soldiers, and a traffic battle ready to go is undercurrent between short video platforms.
These signs indicate that e-commerce is rapidly entering all industries. In this process, Double Eleven, a shopping festival with a history of only more than ten years, will continue to refresh its definition. As this year's Double Eleven shopping festival begins, CNMO will observe Double Eleven under the new changes and conduct in-depth discussions on various topics. The topic of this article is "The gameplay of e-commerce promotion has changed. Will there be fewer routines?"
Taobao
On October 20, the JD Double Eleven event was the first to start, officially launching the Double Eleven pre-sale battle. Consumers couldn't help themselves, so they turned on " Brainstorm " and started various strategies with great calculating scheming. Discussing with friends in WeChat groups what is worth buying , discussing with friends how to buy orders, updating shopping strategies on bloggers such as Douyin, and squatting in the live broadcast room, etc. has become a true portrayal of many consumers at present.
The only thing that remains unchanged in the world is change, and the same is true for Double Eleven, which has been around for 14 years. Many consumers can't help but buy on Double Eleven, but the extremely brain-burning discount rules and the trick of "increasing first and then falling" have poured a lot of cold water on their enthusiasm. Amid all kinds of complaints, this is undoubtedly unfavorable to the merchant. But on this year's Double Eleven, these routines have changed a little. For this year's Double Eleven, various e-commerce platforms have come up with a lot of new tricks to make concessions for consumers. So are there really fewer routines this time? How many sincere conveniences are there in these new tricks?
A new gameplay for Double Eleven with many kinds of
As one of the major shopping carnivals, the record of Double Eleven determines most of the income of the e-commerce platform in the whole year to a certain extent; for consumers, their requirements for Double Eleven are getting higher and higher. Compared with previous years, this year's Double Eleven has ushered in some new changes, and e-commerce platforms seem to realize that "the routine has been popular since ancient times" is no longer feasible now. Judging from the Double Eleven gameplay announced by major e-commerce platforms, this year's Double Eleven firmly grasps the hearts of consumers. Next, CNMO will take you to see the new ways to play this year's Double Eleven.
"Eight people appear in the evening": On Double Eleven in previous years, e-commerce platforms unified the welfare of the platform and brand at zero o'clock, and staying up late and waiting until midnight to start buying has become a daily operation for many people. If the Internet speed and hand speed are not good, they can't get it. Unlike the previous rules of staying up late and starting at midnight, this year (the same was true last year) ( Tmall ) Double Eleven Shopping Festival officially started pre-sales from 8 pm on October 24, the first wave of sale will be from 8 pm on October 31 to 3 November 3, and the second wave of sale will be from 8 pm on November 10 to 11 November. The identity of "Eight Late People" came because of this.After the time adjustment, not only did the entire Double Eleven cycle shorten by 4 days, consumers no longer need to stay up late to rush to buy, and the experience has been greatly improved. This also indirectly reflects that the platform and merchants pay more attention to user experience, and Double Eleven also adds a touch of humanity.
Say goodbye to the brain-burning discount calculation questions: The ones that were criticized the most on Double Eleven in previous years were the brain-burning discount calculation questions on various platforms, which left a shadow on many consumers and said bluntly that they are here to shop, not as mathematicians. On Double Eleven this year, these brain-burning calculation questions have been greatly reduced, and pre-sales and full-time reductions have become the mainstream of various platforms. Specifically, Taobao and Tmall "get 50 yuan off for purchases over 300 yuan", 88VIP members can also receive another large coupon of 820 yuan, and JD "get 50 yuan off for purchases over 299 yuan" and "get 100 yuan off for purchases over 1,000 yuan", which has increased the discount compared to last year.
000 yuan off for purchases over 300 yuan
Double 11 price insurance service rules upgrade: Taobao and Tmall are price insurance within 15 days after payment, and upgrade to the full price insurance within 15 days after payment/payment of the final payment to November 11 (to November 26).
Adding for Double Eleven, multiple APPs have made moves: Double Eleven has always been a battlefield without gunpowder, and it is an excellent time for major e-commerce platforms to show their skills. There is another newcomer on this year's Double Eleven battlefield - Bilibili. Although B station has nothing to do with the e-commerce promotion, its addition is not surprising. At the end of December last year, B station began internal testing of the "little yellow car" function. This addition is undoubtedly aimed at the big cake of Double Eleven. In addition, some other platforms have also launched some new gameplay. For example, Douyin has incorporated the gameplay of "pre-sale deposit" for the first time, and Xiaohongshu launched the "Little Redshu Buying Festival".
B site Double Eleven
Xiaohongshu Buying Festival
In addition to some of the above, Taobao has also launched a multi-address merge ordering function, which can add up to 20 addresses; Taobao has expanded the shopping cart, and the maximum number limit is upgraded from 120 to 300.
Have fewer promotional routines this year?
Compared with the complex gameplay in previous years, this year's Double Eleven has been much simplified. Looking back on previous Double Eleven years, the number of readings on the topic "I was driven crazy by the Double Eleven rules" and "too many tricks on Double Eleven" has reached hundreds of millions. There may be several reasons for the many routines on Double Eleven: direct price reduction cannot achieve a sustained effect; competition among platforms is getting bigger and bigger; traffic is drawn, since Taobao launched the "cat-raising" mini game Double Eleven has become a social game that attracts friends.
Taobao Double Eleven Game
Price trap was once one of the most controversial issues on Double Eleven. Consumers either encountered merchants’ disguised price reduction or the price insurance restrictions, and too many routines have become consumers’ biggest impression of Double Eleven. Judging from this year, Double Eleven, surrounded by routines, has undergone great changes, and making great concessions has become a kind of self-consciousness. So is there really no routine this time? Or maybe consumers have not discovered what they sell in the e-commerce platform’s gourd?
Although there are fewer brain-burning calculation questions, some careful netizens found that new routines appeared on Double Eleven this time. Although the details page of the product that is added to the live broadcast room for individual purchases is marked as the activity of "50 off for purchases of 300 or more" across stores when purchasing the product separately, the final payment cannot be paid together with other products. Then this means that if the price of the product is 355 yuan, it does meet the requirement of 50 yuan reduction, but if you can combine payment, you can get a full discount with other orders. This has affected the experience of consumers in order to a certain extent. In the eyes of some consumers, many brands do not allow orders to be collected because they want to achieve low-priced discounts through large coupons.
In addition, regarding the extension of the price insurance period, it can theoretically avoid consumers' expensive purchases, but the specific effect remains to be proved in the end, because the price insurance does not equal 100% insurance.For example, the price of goods remains unchanged, but merchants reduce prices in disguised ways by issuing coupons, etc. Can consumers still enjoy the price insurance? Or will there be problems such as different links to the same product, price increase in advance, and deliberately bypassing the price insurance? How to avoid this problem?
Taobao Double 11 Pricing Insurance Service Rules
Every Double 11 is the peak period for shopping and also the peak period for consumer disputes. Consumers are happy to see such new changes in the new way of playing Double Eleven this year, but they do not want to fall into the emerging routine.
Minimalism has become the trend
After all, consumers choose to buy on Double Eleven, just because Double Eleven is more cost-effective. But if consumers find that the price of products is higher than before the price reduction promotion, then it is equivalent to spending money to learn from themselves. In the eyes of many consumers, every Double Eleven, we must fight wits and courage with platforms and merchants, and always beware of the routines that follow. To this day, many changes have taken place on Double Eleven, and many fancy activities have also retreated behind the scenes. Minimalism has become the general trend. This is not only the result of rationality on the consumer side, but also an inevitable choice for e-commerce platforms to adapt to market laws.
In less than half a century, the Internet has gone from rising to growing, sweeping the world and permeating all levels of people's lives and work. At the same time, online shopping with the Internet as the carrier also exudes an unparalleled charm among the consumer group. While online shopping continues to change consumers' lives, it is also constantly reshaping the business model of the company. After fourteen years of ups and downs on Double Eleven, this year's Double Eleven will attract consumers more. The reason is very simple. This year's Double Eleven abandoned a variety of discount rules, and more platforms began to simplify marketing rules and take the path of minimalism. In short, it means less routine and more sincerity, so that consumers can feel the joy of shopping.
As the increasingly fierce market competition, the price wars of various e-commerce platforms have also come to an end, and the room for concessions is getting smaller and smaller. In the future, sincerity and service are being competed. With consumer-centered approach, put consumer experience first, reduce the burden on it, and bring a humanized and diverse shopping experience. This can not only satisfy the interests of merchants, but also fully mobilize consumers' consumption enthusiasm. Win-win is the king.
