text/Daily Chemical Brick House
2022 National Day holiday has entered the countdown, and there is not much time left for merchants to prepare stocks.
On the eve of the National Day holiday, major platforms have successively released the gameplay of this year's Double Eleven. Although there is more than a month before the year-end promotion of "Double Eleven" in 2022, merchants seized the word "early" and took advantage of the National Day to launch a consumption rehearsal, and were ready to start the "secret war".
After all, the annual "Double Eleven" is a year-end promotion. For merchants, Double Eleven has laid the foundation for a store's sales level in the next year. Double Eleven means a year of sales peak for e-commerce platforms and a new sales record that is rising steadily. In addition, the annual Double Eleven can to a certain extent stimulate domestic demand to stimulate consumption.
According to the retail data of consumer goods in January-June 2022 released by the National Bureau of Statistics, the total retail sales of consumer goods in the first half of the year was 210,043.2 billion yuan, a year-on-year decrease of 0.7%. Among them, the total retail sales of cosmetics was 190.5 billion yuan, a year-on-year decrease of 2.5%.
Especially in the first half of this year, the cosmetics industry was affected by the epidemic in Shanghai and the rise in raw material prices. In the overall recession, merchants have invested more in this Double Eleven.
As one of the most important shopping festivals of the year, major merchants have begun to enter the final stocking period. In addition to merchants, e-commerce and express delivery companies, as the "Double Eleven" sales chain, have also begun to actively prepare for the war.
related data shows that the transaction volume of the entire network on Double Eleven in 2021 was 965.12 billion yuan, and increased by 12.22% year-on-year. In addition, the number of packages on the entire network reached 1.158 billion on Double Eleven in 2021.
At the same time, with the return of super-head anchor Li Jiaqi on September 20, many people began to have new expectations for the upcoming Double Eleven. After all, during the Double Eleven in 2021, Li Jiaqi hit a transaction volume of 21.8 billion yuan. Undoubtedly, Double Eleven in 2022 will once again drive further economic growth.
Major e-commerce platforms 2022 Double Eleven Investment Rules and Gameplay
(1) Tmall :
Merchant Registration Time is from 12:00:00 on September 26th to 23:59:59 on October 10th. The discount for this Tmall Double 11 is "cross-store discounts of 300-50 per purchase per purchase", and the product price requirement is "the activity price is less than or equal to the 10% discount for the lowest price during the price verification period (except for some categories).".
(2) JD :
Merchant registration time is September 17, 2022 00:00:00-23:59:59 on November 13, 2022. In terms of cross-store discounts, JD.com will launch a dual-speed promotion event, with a 50 yuan discount for every 299 yuan and a 50 yuan discount for every 1,000 yuan discount for every 1,000 yuan respectively.
(3) Pinduoduo:
Although Pinduoduo has not yet released the 2022 Double Eleven gameplay, based on previous experience, the specific rules will be announced in the near future. But it is worthy of recognition that Pinduoduo’s preferential subsidies are mainly based on “10 billion subsidies”. Users can enter the promotion venue through the “10 billion subsidies” entrance on the homepage of Pinduoduo APP.
(4) Douyin :
Merchant registration time: September 30, 2022 16:00:00-November 11, 2022 23:59:59. The "cross-store discount" gameplay will enable merchants to lock in traffic support on Double 11 platform in advance and get exposure opportunities on the homepage of Douyin Mall; "deposit pre-sale" is one of the core gameplays of Double 11 this year.
(5) Kuaishou
On September 29, at the 2022 Kuaishou E-commerce 116 Merchant Conference, Kuaishou said it will officially launch the "Mall" channel for this year's Double Eleven promotion. During the "Kuaishou 116 Xinyi Shopping Festival", the first-level entrance of Kuaishou Mall will be officially launched in the top navigation bar of Kuaishou App, including brand subsidies, super flash sale, brand special sale and other sections.
Currently, the three domestic e-commerce giants: Alibaba , JD.com, and Pinduoduo, which are involved in many business sectors and have outstanding performance. Although the epidemic has been repeated in recent years, the global economy of has declined, and people's travel and social networking are restricted, e-commerce companies have ushered in a leap in development.
In addition to the traditional e-commerce platform, Douyin Kuaishou, as an emerging platform, has also set its sights on this trillion-dollar market.
Douyin e-commerce layout was in 2020. From sharing an entrance with "Same City" at the top Tab column, changing to being side by side, to replacing the "Friends" at the bottom menu bar, to replacing the "Scan" in the upper left corner of the Douyin homepage, etc., Douyin Mall has now been stably set at the top of the homepage.
Kuaishou started its e-commerce layout in 2018. The first step was to launch Kuaishou Store, and then launched the "e-commerce service market". In 2020, Kuaishou Good Things Alliance and Service Provider Partner Program, further improving the supply chain and the entire Kuaishou e-commerce ecosystem.
related data shows that the GMV of Kuaishou E-commerce in 2021 is 680 billion yuan. Although Douyin has not released official data, according to authoritative institutions, the GMV of Douyin E-commerce in 2021 is between 700 billion and 880 billion yuan, close to one trillion GMV.
Double Eleven consumption boom has arrived. Are you ready?
