Since 2009, Chinese consumers have their own e-commerce carnival. At present, the 14th "Double 11" has quietly begun. On October 24, Ali and JD announced the "Double 11" gameplay at the same time. In addition to various cross-store discounts, the platform also particularly emphasizes service details around user experience, such as price insurance, home delivery, and lightning refunds. However, the players participating in this year's big promotion are all very powerful, and even fired artillery fire to the other party's doorstep. Merchants also combine various channels to form a mature resource investment system and value output results. Under the pressure of overall traffic growth, it is difficult to climb the "Double 11" in 2022. It is not enough for the platform to win by relying solely on consumer marketing with a "cheap" mind.
New and old players compete for the new track
platform fights to enter the opponent's hinterland
This year, players who have joined the "Double 11" battle have all increased their firepower values without exception. On October 24, at the Tmall "Double 11" press conference, Chuxue, president of Alibaba Taobao Tmall Industry Development and Operation Center, said that this year's "Double 11" Tmall will have 17 million products collectively discounted, and every "300" of the "300" across stores will be discounted, and 88VIP members will receive another large coupon of 820 yuan. At the same time, 27-day price guarantee, 300 shopping cart expansion, multi-address merger orders, home delivery and other services will improve the user experience during the promotion period.
, while JD.com has launched 50% off for every "299" per "299" and 100% off for every "1,000" per "1,000". More than 500 million products can enjoy 30 days of ultra-long-term insurance service. Not only that, users can choose the "full insurance" service when delivering items using the JD Express mini program, and enjoy full compensation within the insurance price range. JD Group Vice President and head of JD Retail Platform Business Center Lin Chen said at JD's "Double 11" launch meeting that it is expected that JD's full-link service investment during this year's "Double 11" will increase by more than 50% year-on-year.
In fact, Tmall and JD.com are not only developing strategies such as full discount and price insurance. A Beijing Business Daily reporter found that this year's "Double 11", Pinduoduo will receive 50% off for every 300-plus products in every million products; Douyin cross-store "30% off for every 200-plus" and the maximum price warranty time will be extended to 34 days; Kuaishou will soon launch the Kuaishou Mall in the navigation bar on the top of the App, opening an important traffic entrance for merchants.
In addition to flying discounts and discounts, the platform also took the opportunity to use big promotions to deepen the business into the other party’s hinterland. JD.com will not only try to live shopping in the same city, but an industry insider close to JD.com revealed to Beijing Business Daily reporters that JD.com New Department Store is expected to launch a new track of "super low-priced products" during the "Double 11" period, and the prices are directly benchmarked against Pinduoduo, "just want to take advantage of the "Double 11" traffic to harvest a wave of users in the sinking market."
On the eve of the big promotion, according to Tech Planet, Douyin e-commerce will also launch a new channel called "9.9 Special Offer", which will be embedded in the Douyin Speed Edition App Store.
channel complementary to seek diversified growth
When the platform is competing for marketing gameplay, the brand owner seems quite calm. As early as a few months ago, some merchants had already formulated plans for "Double 11" or even "Double 12". According to Huang Tianle, operation director of infant food brand Wo Xiaoya, at the end of August, the company began to make plans for September, October and November, and in September, the entire "Double 11" direction was refine and implemented, and to build differentiated product structures and main hot products based on the characteristics of different channels.
"Taobao is more about searching traffic, while Douyin focuses on live content. For us, the user differences between the two channels are not very obvious, but the purchase performance caused by different traffic logic will be different in the end." Huang Tianle further explained to the Beijing Business Daily reporter that, for example, on Douyin, Woxiaoya will do more product innovations to arouse user interest, and at the same time, launch a large number of short videos in the early stage of the big promotion to create momentum and ignite the live broadcast room. Taobao focuses more on store decoration and front-end search traffic, and will also use in-store live broadcasts to make some acceptances.
's multi-various e-commerce channels combined with rich sales models also make merchants more flexible in maneuvering and dealing with "Double 11". Not only Wu Xiaoya, down clothing brand Xue Zhongfei also attaches great importance to maximizing traffic utilization with advantageous combinations.Zhang Xiaolei, head of Xuezhongfei's private domain operation, told Beijing Business Daily reporters that in the live broadcast business alone, Douyin, Taobao and Video Account have three teams operating respectively, and the e-commerce live broadcast time will be extended from 8 hours of daily life to 10-12 hours or even longer.
At the same time, Xue Zhongfei is also balancing on both the cost and the conversion rate. According to Zhang Xiaolei, since the cost of online customer acquisition is rising every year, the newly opened video account this year is to link more than 100 offline stores, enterprise WeChat and member users to schedule live broadcasts during the big promotion to supplement sales.
"'Double 11' Our goal is to make a single live broadcast of video number transaction volume exceed one million, offline sales increased by more than 230% year-on-year, and added more than 10,000 members." Zhang Xiaolei said.
share of food traffic from price competition to maintaining stability
Obviously, this year's "Double 11" merchants invest resources on various platforms more targetedly and make choices, which is also related to the maturity of emerging e-commerce models such as Douyin and short videos. According to data released at the Douyin 2022 "Double 11" investment promotion conference, last year, the number of brands with a GMV of Douyin Mall exceeded 10 million. This year, this year's "Double 11", Douyin will give creators traffic rewards around the multi-dimensional planting of grass, attracting new products, and attracting traffic.
is in the same "Double 11" promotion period, and the video account will also reward merchants for their continued activity. Beijing Business Daily reporters learned that for example, a C-level merchant broadcasts live on the video account for more than 8 days, and a single game is greater than 4 hours. If the GMV of a single game can exceed 100,000, the traffic coupon will be directly distributed to the account after the live broadcast is over.
Even Bilibili wants to get a share of the "Double 11" traffic large-scale . It is understood that the live broadcast room of the live broadcast area of Bilibili's live broadcast section has launched the "Little Yellow Car" shopping function, and users can directly shop in the UP main live broadcast room. In addition to self-operated products, other products come from third-party platforms such as Taobao and JD.com.
Too many up-and-coming shows are using big promotions to grab stocks, and Alibaba’s pressure this year can be imagined. Judging from Tmall's "Double 11" performance last year, its turnover was 540.3 billion yuan, with a year-on-year growth rate of only 8.45%; while the figure in 2020 was 26%. In the eyes of some industry insiders, the economic environment and user consumption power this year are under pressure, and the performance of "Double 11" is likely to continue the climbing state of "6.18".
To a certain extent, this has also forced traditional e-commerce to transform from the past that emphasized various coupon gameplay to maintain stability at both users and merchants, and further refine the granularity of the service. At the meeting, Alibaba also mentioned technological innovations for user and merchant experience this year. Alibaba Taobao Tmall CTO Ruohai said that for example, the core XR technology around consumption scenarios will provide merchants with low-cost three-dimensional modeling, virtual fusion, 3D content editing and other technical tools and solutions.
"In the future, merchants can quickly create 3D stores, and can replace the store style with one click according to different consumption seasons, while users can try it on and on through virtual digital avatars." Ruohai said.
After 14 years of "Double 11", it has to develop from a single price competition to a service competition and a variety of competitions. "Consumers have witnessed too many 'flattery', and this year's all show a weak state from the platform to the users. On the one hand, consumers have gradually become rational in recent years, and on the other hand, there is less and less room for merchants to make concessions. Although based on the habits of previous years, this year's 'Double 11' can still stir up a ripple, it is unlikely to return to glory." Zhao Zhenying, a researcher at the National Engineering Laboratory of E-Commerce Transaction Technology, told a reporter from Beijing Business Daily.
Beijing Business Daily reporter He Qian Qiao Xinyi
Beauty brand The biggest discount to support performance
On October 24, the pre-sale of the "Double 11" promotion officially began. Perchoa launched "not just buy one and get one free", Winona launched 50% off for the whole game; Lancome , Estee Lauder and other international brands also joined the carnival. Industry insiders said that with the rise of local emerging brands and the increase in foreign brands, the domestic beauty market is fiercely competitive, and brands like "Double 11" are the final winners of the nodes of customer acquisition and customer acquisition.
On October 24, the pre-sale of the 2022 "Double 11" promotion officially began, and various skin care brands have launched the largest discount activities in the past year to attract consumers.
Beijing Business Daily reporters learned that Perchoy flagship store launched activities such as "add bonus for full amount" and "more than buy one and get one free"; Winona launched the "50% off once a year" event. Marumei Co., Ltd. has launched discount activities such as 99 yuan off, 109 yuan off, and 109 yuan off, and 1 enjoy 3; Fuqing launched the "Pre-sale discount, 120 yuan off immediately after paying deposit" activity; brands such as Natural Hall and Hanshu are not only discount activities, but also bundled with Li Jiaqi and started the "Double 11" war through live broadcast.
In addition to domestic beauty brands, there are also many foreign brands in this national promotion. Lancome flagship store launched "must buy, buy one and get one free"; Estee Lauder flagship store listed "buy one and get one free"; L'Oreal official flagship store also launched "buy one and get one free"; in addition, the full amount of formal wear gifts launched by SK-II, Shiseido 's "buy one and get one free" and "gift super formal wear"; Lanzhi and Snow Show 's recharge discounts, buying formal wear and get formal wear and other activities have also made many netizens feel moved to buy.
It is worth mentioning that compared with skin care brands, emerging cosmetic brands have relatively weak participation. Huaxizi flagship store has launched activities such as giving away formal wear for full amount, buying 1 enjoy 3, and buying 1 enjoy 7 for some products; Perfect Diary has launched activities such as full discount, buying more and giving away.
Industry insiders said that skin care brands are more suitable to attract consumers to stock up through strong discounts. The demand for makeup is less urgent, and the stocking situation will be relatively weak.
Beijing Business Daily reporter Zhang Junhua
Tourism companies hope to recover cash flow
"Double 11" pre-sale has been launched, and major tourism companies have also entered the critical stage of stocking, including hotels, theme parks, etc., have launched ultra-low discount products. Compared with previous years, this year's tourism products' prices have not only taken the "cost-performance ratio" route, but their validity period is also being extended. In fact, due to the impact of the epidemic, tourism companies are also constantly adjusting their products, hoping to use the "Double 11" to try to recover cash flow.
At the moment when the "stocking economy" is prevalent, various travel companies are also welcomed the off-season of tourism by laying out "Double 11". Many travel merchants said that the "Double 11" promotion and the package sales model of "stocking first and then making appointments" are an effective way to "make the off-season of travel not slow down".
In recent times, hotel groups such as Worldhau , Hyat , Kaiyuan, Wanda have released "massive" hotel products. Among them, Hyatt Hotel Group has launched a buffet exchange, a 2-night Chase exchange in 87 stores nationwide, and many room packages; Kaiyuan Hotel Group has launched a two-night holiday exchange starting from 698 yuan, and it will be valid until June next year.
In addition to hotels, airlines are also taking the "cost-performance ratio" route. Beijing Business Daily reporter learned that on October 24, Hainan Airlines Free Fly (Double 11 Edition), Free Fly, and Sea- Mission Hills Holiday Product was launched, and on October 27, Surprise Fly (Double 11 Edition) was launched.
When it comes to stocking up, early bird tickets for skiing are essential. Recently, on multiple social platforms such as Douyin, Beijing Lianhuashan Ski Resort and Vanke Shijinglong Ski Resort and other ski resorts have successively started selling early bird tickets. In addition to skiing and hot springs, theme parks have also become the first choice for many consumers to stock up on goods.
It is understood that Beijing Global Resort official Fliggy flagship store has launched a variety of promotional products including Beijing Universal Studios non-specified day double tickets - Xinxiang, non-specified day multi-person combination tickets, hotel room coupons, Beijing Universal Studios designated 1.5-day tickets + hotel packages, etc. Among them, the discount for double tickets on non-specified days is close to 50% off.
Wu Liyun, associate professor at the Institute of Culture and Tourism Industry of Beijing Second Foreign Languages School of China, believes that for hotels and homestays , taking advantage of the "Double 11" promotion to gain popularity can help companies survive better and fill the operating pressure of the off-season.
Shangyouhui Cultural Tourism Chairman Zhong Hui also reminded consumers that they need to see clearly the pre-sale terms of tourism, see clearly whether there are additional rules for the product, whether it can be refunded, and the length of the cycle. In addition, you must learn to buy products in combination and get greater discounts.
Beijing Business Daily reporter Wu Qiyun
Appliance manufacturers Online quantity and offline quantity
For home appliance manufacturers, "Double 11" is also a valuable window to boost home appliance sales. Different strategies have been developed for online and offline market enterprises, forming a pattern of online quantity and offline quantity quota.
In the context of obstacles in home appliance shipments, the online and offline markets continue to differentiate. Among them, the online market relies on the emerging new categories of creative home appliances to maintain slow growth, while the offline market has been in a significant decline for a long time.
Take kitchen appliances as an example. According to the latest data from Aowei Cloud Network in September, the online retail sales of range hoods, dishwashers, integrated stoves, electric heating and heating were -2.5%, 6.9%, 27.3%, 12% and 10% year-on-year, respectively, showing an overall upward trend, while offline retail sales were -26%, -24.6%, -15%, -32.2% and -20.3% year-on-year, respectively, with a significant decline. The same is true for environmental health appliances. Although both online and offline have declined, the offline market is even less optimistic. Although the share of
is shifting to online, experts believe that the offline market still plays an irreplaceable role with its more intuitive experience and experience, which is conducive to the shipment of high-end electrical appliances and large-scale home appliances.
From the data, the kitchen appliance category has significantly led the sales of high-end building materials channels in China, with sales accounting for as high as 24.9%. Judging from the sales data of some shopping malls in Red Star Macalline in September, the average order volume of its stores reached 274 orders, and the average average customer unit price of the store is 13,754 yuan. Whole-house decoration home appliances such as kitchen appliances and central air conditioners contribute a high proportion, accounting for 24.9% and 17.5% respectively.
Regarding the sales strategy of set-up home appliances during the "Double 11" period, Liang Zhenpeng believes that in addition to paying attention to sales, it is necessary to increase market share, improve customer stickiness and even strengthen the brand's own ecosystem, which is the long-term strategy to stand firm in the complex and changeable home appliance market.
Beijing Business Daily reporter Jin Chaoli Wang Zhuli
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