After 14 years of Double 11, what are the highlights and new ways to play this year? As each company launches pre-sale of Double 11, the answers are gradually revealed.
At 8 pm on October 24, Tmall and Douyin e-commerce pre-sales officially arrived. Tmall said that 17 million products were discounted, and every 300 yuan spent across stores was 50 yuan; Douyin launched the "Presale Venue" to promote thousands of good products, extending the maximum price warranty time to 34 days. Four days ago, Kuaishou, , JD.com, etc. had kicked off the pre-sales, indicating that they would bring "real savings" and "multiple points and real" discounts to consumption.
Nandu reporter sorted out the activities of each e-commerce platform this year's Double 11 activity game, and found that cross-store discounts are strong, merchant traffic support is increased and "buy expensive and one-click price difference" are attractions that the platform frequently mentions. At the same time, cross-platform sales by big anchors is also a major highlight. A few days ago, former "Tik Tok No. 1" Luo Yonghao and New Oriental founder Yu Minhong successively announced their entry into Taobao live , which triggered many discussions from the outside world. Whether the live e-commerce industry will usher in a new round of competition, this year's Double 11 seems to have added some room for imagination.
Shopping discounts and subsidies for key categories. The platform said that the discount is strong and
"17 million products are collectively discounted, and every 300 yuan of cross-stores are 50 yuan off. The discount is greater than in previous years. 88VIP members receive another large coupon of 820 yuan." On October 24, the 2022 Tmall Double 11 press conference was held online, launching a "triple discount" superimposed use measure for consumers.
Nandu reporter learned from Alibaba that in order to improve user experience, Taobao has added the function of "multi-address ordering" this year, that is, users can get multiple addresses when ordering. Not only that, the product manager also upgraded the maximum number of babies that can be installed in Taobao shopping carts from 120 to 300 on the eve of Double 11, and more than doubled the capacity.
Like Tmall, Douyin e-commerce also chose to start Double 11 pre-sale on October 24. A reporter from Nandu learned from Douyin e-commerce that the platform has launched the Double 11 "pre-sale venue". The products recommended cover electronic home furnishings, beauty, clothing, shoes and bags, personal care and cleaning, food and other categories. Consumers can pay the final payment for the pre-sale products from October 31 to November 3. At the same time, the platform will also provide product price subsidies to pre-sale areas during this period, striving to allow consumers to take the lead in enjoying low prices on Double 11.
Compared with Tmall and Douyin e-commerce, the pre-sale time for platforms such as JD.com and Kuaishou to start at least 4 days earlier. A reporter from Nandu learned from JD.com that JD.com started pre-sales at 8 pm on October 20. Consumers can enjoy more than 10 times of deposit expansion and tens of millions of gifts during the pre-sales period. The final payment for some products can also be added with cross-store discounts. At 8 pm on October 31, after JD.com’s Double 11 officially started, you will get 50 off for every 299 per category and cross-stores. You don’t have to receive coupons and enjoy the order as soon as you place an order.
On October 20, Kuaishou E-commerce also announced the official launch of the "116 Xinyi Shopping Festival". In this event, Kuaishou E-commerce has created a "really-saving" subsidy zone. Each product can get an ultra-low price if it meets the conditions of dozens to thousands of people placing orders. Kuaishou E-commerce has also launched new activities such as the pre-sale of "10,000-person bargaining group" for the first time.
The relevant person in charge of the platform told Nandu reporters that Kuaishou mainly issued shopping discount coupons through activities such as "66 Shopping Gold" and "Son of Hand Selection". Every day when users enter Kuaishou 116 promotional area page, e-commerce anchor live broadcast room, and interactive main venue, they can receive a shopping bonus. For every order amount of 60 yuan over when placing an order, the shopping bonus can be deducted by 6 yuan.
Nandu reporters found that in order to stimulate consumers' enthusiasm for purchasing, major e-commerce platforms continue their past strategies and attract users by setting key subsidy categories and launching shopping discount coupons. Not only that, in order to dispel consumers' concerns that "buy early but buy more", platforms including Tmall, Douyin e-commerce, JD.com all emphasize "full price protection" and "buy expensive and one-click to refund the difference", and extend the price warranty period from 15 days in previous years to about 30 days.
increases merchant support and helps increase traffic
Double 11 is not only a shopping carnival for consumers, but also a more important concentrated sales period for merchants in the year. After the e-commerce "choose one of two" was stopped, merchants' cross-platform operations are no longer restricted.In order to retain and develop high-quality merchant resources, major platforms have made frequent efforts in lowering business thresholds, improving merchant digitalization, and increasing traffic support.
"In 2009, there were only 27 merchants who signed up for the first Tmall Double 11. By this year, 290,000 brands from all over the world participated, of which 70,000 were participating for the first time. In addition, millions of industrial belt merchants and small and medium-sized entrepreneurs participated together." Alibaba Group President of the domestic digital business sector Dai Shan said at the 2022 Tmall Double 11 press conference.
"In order to make business easier for merchants, our investment this year is unprecedented, and will continue in the future." Dai Shan said that this year, Tmall Double 11 further simplifies rules, lowers thresholds, and reduces merchant operating costs, helping more small and medium-sized real enterprises participate. In the future, the platform will continue to increase investment in consumer decision-making, logistics performance, supply chain upgrades and other fields.
JD also revealed that it will help merchants reduce operating costs through reduced fees, simplified assessments, and improved operation efficiency. At the same time, optimize the traffic ecosystem, which will help merchants grow their full channel traffic by more than 20%, and provide merchants with 102 service products covering the entire link of users' shopping.
According to Nandu reporters, during this year's Double 11, JD.com also launched the "Top 100 Industrial Belt Support Plan", successively recruiting new merchants from more than 267 industrial belts across the country, providing merchants with 10 major support measures, covering store entry, operation, growth, supply chain, digital transformation and other aspects.
In addition, the competition between traditional e-commerce platforms and short video platforms in the market cake of "live streaming and selling goods" has also become a major highlight of Double 11. Kuaishou e-commerce said bluntly, "This year 116 will invest twice the previous traffic to help merchants' business explode." In terms of activity gameplay, this year Kuaishou 116 focuses on product gameplay, anchor incentives and short video gameplay, and launched activities such as opening traffic, super subsidy officers, short video rank competitions, etc., to increase merchant support.
Nandu reporters learned that as a general incentive for this year's Kuaishou 116 promotion, merchants can register to participate in Kuaishou 116 promotion to receive traffic, that is, the "Start the Traffic" activity, and you can also get additional traffic rewards for completing different tasks. The TOP3 of the anchor ranking competition daily list will receive platform traffic subsidies, and merchants can receive up to 500,000 exposures per day.
anchors have become a trend for cross-platform live broadcasts. Luo Yonghao started his first Taobao live broadcast show
There is no doubt that the super anchor is one of the protagonists of Double 11. Ali revealed that starting at 6 pm on October 24, celebrity anchors such as Li Jiaqi , Luo Yonghao, Ceige Zhang , Su Xing and other star anchors will be broadcast live on Taobao, bringing the first batch of Double 11 good products. Among them, the one that caused a lot of discussions from the outside world is Luo Yonghao, the former "Tik Tok No. 1".
On October 20, "Make a Friend" official Weibo and Luo Yonghao himself confirmed to be on Taobao Live, and will have its first Taobao live broadcast show on the night of Tmall Double 11 pre-sale day. Luo Yonghao declared, "I prepared a lot of good things for men who don't know how to shop."
On the evening of 24, a reporter from Nandu opened Taobao and entered Luo Yonghao's live broadcast room and found that two hours later, the cumulative number of viewers of this live broadcast exceeded 10 million. Judging from the list of goods, Luo Yonghao's recommended products cover digital home appliances, skin care products, clothing and big-name wines.
Why choose to start Taobao live broadcast business? The operating agency behind Luo Yonghao "make a friend" said that the company is continuing to look for growth opportunities. In the future, the anchors signed by Luo Yonghao will come to Taobao live broadcast room to meet consumers. At the same time, "Make a Friend" emphasized that the live broadcast operation on Douyin will not change in the future and will continue to maintain a good cooperative relationship with Douyin.
Not only Luo Yonghao, but also Yu Minhong, founder of New Oriental, and Yaowang Technology, the leading live broadcast agency, also announced that it will join Taobao Live. Among them, Yaowang Technology has entered the live e-commerce industry since 2018, and has 40 celebrity anchors including Cecilia Cheung, Jia Nailiang , and more than 100 master anchors. Recently, the company said that it will use Taobao Live as one of its long-term operating positions and officially launch a new business model of simultaneously operating the three platforms of Taobao Live, Douyin and Kuaishou.
Representative anchors of Douyin have "entered" one after another, attracting a lot of attention from the industry. Zhuang Shuai , a special researcher at the E-Commerce Research Center of the Internet Economic and Social Security and founder of Bailian Consulting, said that the risks and growth pressure of a single platform have forced anchors and the companies behind it to accelerate the omni-channel strategy. Of course, Taobao Live also requires the other party to promote competition, attract users and more anchors to join Taobao to start broadcasting, and at the same time accelerate the reform of platform rules of "content + transaction".
There are also analysts who believe that on the eve of Double 11, Luo Yonghao, Yu Minhong and Yaowang Technology announced their participation in Taobao live broadcasts. It can be seen that the companies behind the big anchors have begun to consider putting "eggs in multiple baskets" to avoid over-reliance on one platform. In the future, Taobao anchors will be able to live on Douyin. When big anchors sell goods across platforms, the situation where platforms monopolize over top anchors may be broken.
Editor: Nandu reporter Li Ling
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