The launch of "double 11" is just around the corner, and the gameplay and rules of major e-commerce platforms are also announced one after another. Judging from the activity cycle, intensity and richness, this year may be "the highest in history". This year, various platforms have "rushed to run" and greatly advanced the "double 11" promotion time. Among them, Tmall, JD.COM and Pinduoduo all chose to start their activities today (14th).
What is the investment of each platform this year? What are the new changes and new ways of playing?
▲ Photo by Xin Jingwei Chang Tao in the data map
How strong is the platform investment?
Double 11 has been in operation for 15 years since it was opened in 2009. In recent years, various "calculation problems" such as "double 11" collecting orders, reducing large sums, earning points, and endless brain-burning games have made consumers feel headache.
As an old player of double 11, Tmall said at the double 11 conference on the 12th that there are only two prices on the product interface this year: the price before discount and the price after various discounts are superimposed. Consumers only need to look at one price, so it will be easier to place an order.
Specifically, this year, Tmall still divided the activities into two waves. The first wave was from October 14 to 31, and the deposit was paid at 8: 00 on the evening of the 14 th; The second wave is from 8: 00 pm on October 31 to November 11.
Tmall said that this year’s "double 11" was the largest investment in recent years, and an additional 30 billion coupons and red envelopes will be invested on the basis of full reduction and reduction activities, and 88VIP coupons will be issued in advance at 2 pm on October 14th. It is reported that on October 14th, Tmall had 100 live broadcast rooms opened at the same time, and a total of 1 billion red envelopes were distributed.
According to the news of anchor Li Jiaqi Weibo on 12th, on 14th-15th, 500 million red envelopes will be distributed in the live broadcast room of Li Jiaqi, which can be used to pay the final payment of pre-sale and purchase spot goods.
This year’s "double 11" in JD.COM lasted from 8 pm on October 14th to November 11th. Specifically, JD.COM said that during the "double 11" period, preferential measures will be introduced, such as receiving extra subsidies from 60 yuan every day, and reducing 50 yuan for each full 300 yuan across stores. Since then, special stage, climax stage and return stage have been launched, including different nodes such as "Ten Billion Subsidy Day", "9.9 Postage Day" and "PLUS Member Day" to meet consumers’ shopping needs. In addition, we will, as always, continue to make efforts in trade-in of home appliances and subsidies for digital products.
Pinduoduo, another home appliance platform, recently released the "double 11" subsidy game. Zhongxin Jingwei learned that this year’s "double 11", Pinduoduo announced the first launch of the "Billion Coupon" campaign, and upgraded the "Billion Double Supplement" to "Super Double Supplement". In addition, Pinduoduo recently issued a new regulation in official website, which will upgrade the previous "if you buy expensive, you will lose" service to "if you buy expensive, you will lose twice" service, which will take effect on October 16th.
For consumers, there is another difference between this year’s "double 11" and the past, that is, the interconnection of payments.
On September 12th, Taobao officially announced its support for WeChat payment function, and gradually opened it to all sellers. By the end of September, WeChat Pay had been fully connected to Taobao.
According to the news of CCTV news client on September 26th, JD.COM will also access rookie express and rookie post station, which are rookie’s self-operated express brand and parcel collection site respectively. In addition, JD.COM will officially access Alipay payment, which is expected to be launched on the eve of "double 11".
Wu Jia, vice president of Alibaba Group and president of Taotian User Platform Division, said in an interview earlier that Taobao Tmall is expected to purchase the largest number of users in the history of Tmall’s "double 11" after realizing interconnection and cooperation with multiple Internet platforms. He also said that the opening of payment is the first step of cooperation between the two sides, and cooperation in traffic and other aspects will continue to deepen in the future.
In addition, Wu Jia also revealed that Jingdong Logistics is expected to access Taobao before "double 11" to provide services for users.
For a long time in the past, it was impossible to use WeChat to pay for shopping in Taobao. Now, will this huge change break the current competitive pattern of e-commerce platforms and have a greater impact on the transaction volume of double 11?
Jiang Han, a senior researcher at Pangu think tank, told Zhongxin Jingwei that from the perspective of competition, Taobao’s support for WeChat payment will break the barriers of payment methods of e-commerce platforms in the past, making consumers have more convenient and flexible choices. Secondly, it will enhance consumers’ shopping experience and convenience, which will help Taobao achieve higher sales and transaction growth during the "double 11" period.
However, Ma Jihua, an Internet analyst, believes that Taobao’s support for WeChat payment will not have a great impact on Taobao’s overall sales volume, because on Taobao platform, more users have become accustomed to Alipay, and relatively few people use WeChat to pay. However, for WeChat users, they can now directly open Taobao to go shopping, which may have a great impact on the design of Taobao’s entire promotion activities and enrich users’ purchase channels.
The longest "double 11"
Zhongxin Jingwei combed and found that lengthening shopping time has become the collective action of e-commerce this year. Among them, Taobao Tmall, JD.COM and Pinduoduo all started this year’s "double 11" activity on 14th.
Specifically, compared with last year, the biggest change in the duration of the event was the Taobao Tmall platform: the pre-sale preheating was started on the 14th, 10 days earlier than in 2023 and 2022; JD.COM is 9 days ahead of 2023 and 2022; Pinduoduo is six days ahead of schedule.
▲ Photo by Xin Jingwei Chang Tao in the data map
In terms of new e-commerce platforms, Tik Tok is the first platform to launch the "double 11" this year. Earlier, Tik Tok Platform announced that the "double 11" Good Things Festival would be held on October 8th, one week earlier than 2023.
Aauto Quicker is the first e-commerce platform to announce the "double 11" in advance this year. At the investment promotion meeting on September 19th, Aauto Quicker announced that it would enter the "double 11" warm-up period on October 16th, and it would be officially put on sale on the 18th. Compared with last year, it was two days ahead of schedule.
As a player who entered the market later, Xiaohongshu E-commerce recently announced that the "One-year and One-degree Shopping Carnival" opened on October 12 and lasted until November 11.
In this regard, some netizens said on social platforms that this year’s "double 11" is too long, and it feels almost connected with the National Day holiday. Some netizens said that "every year is ahead of schedule, and every year is the longest in history."
Why did the major platforms decide to lengthen the "double 11" campaign front this year?
Wu Jia explained: "double 11 has its own rhythm every year. It is not in advance, but we have added some content. As you can see, different content is for different consumers."
Jiang Han said that by extending the activity cycle, the platform can provide consumers with more shopping time and choices, thus increasing sales and user stickiness. In addition, it can also provide more time and space for merchants to plan and implement various promotional activities, thus enhancing market competitiveness.
In Ma Jihua’s view, the current "double 11" activity is very different from that of a few years ago. Now e-commerce companies mainly use "double 11" as a gimmick to lengthen the whole marketing cycle as far as possible, with the aim of expanding sales. In addition, in order to better promote users’ desire to buy, they can also compete with friends for traffic.
Quality live broadcast has become a new highlight of this year’s "double 11"
Recently, traffic anchors such as "Xiao Yang Ge" and "Northeast Rain Sister" have caused concern about false propaganda when they bring goods live. In this context, the industry’s call for quality live broadcast has also become a highlight of this year’s "double 11".
Recently, the Report on High-quality Development of Live E-commerce Industry (2023-2024) issued by China Institute of Metrology, China Quality Certification Center, Meiwan and other units (hereinafter referred to as the report) pointed out that live e-commerce is moving towards the development path of "quality live broadcast".
At the release site of the report, Lao Yuling, director of the E-commerce Center of Shanghai University of Finance and Economics, said that in the future, the development of live broadcast e-commerce will pay more attention to the quality itself and help emerging consumption through live broadcast of quality. Among them, the head enterprises need to do a good demonstration role and drive the industry to positive energy.
Jia Luo, vice president of Ali Group and president of Tmall’s business unit, said at the Tmall double 11 conference that boosting consumption should not only expand "quantity" but also attach importance to "quality". It is necessary to promote the order transaction, "expand" the consumer market, but also pay attention to the brand and quality, and "improve" the consumption. The unique role of Tmall Double Eleven is to create more brand increments and quality increments.
At the press conference, Meng Xin, general manager of Taobao Live Shop, also said that the live e-commerce has entered a new stage of "quality live broadcast" from the entertainment red man mode, and the quality live broadcast mode of professional anchor, brand pallet and platform quality service guarantee will become the mainstream of the industry.
According to the Research Report on the Development of Network Audiovisual in China (2024), by December 2023, the total number of short video accounts in the whole network had reached 1.55 billion, and the number of professional anchors had reached 15.08 million.
It is worth mentioning that on July 31 this year, the Ministry of Human Resources and Social Security, together with the State Administration of Market Supervision and the National Bureau of Statistics, officially released 19 new jobs to the society, including network anchors.
Not long ago, the Shanghai Municipal Commission of Commerce and other departments issued the "Three-year Action Plan for Shanghai to Promote the High-quality Development of live stream economy (2024-2026)", in which it is particularly clear that it is necessary to establish and improve high-standard industry norms and supervision mechanisms, and at the same time, it is necessary to cultivate a number of large-scale, driving and influential anchor service organizations in China to play a leading role.
At the release site of the above report, Li Tong, deputy director of the Innovation and Internet Supervision Research Department of the Development Research Center of the State Administration of Markets, said, "It is very important to build a compliance evaluation system in the live broadcast e-commerce industry. Relevant regulatory authorities should pay attention to the improvement of laws and regulations, pay attention to collaborative supervision, and give play to the organizational role of industry associations to guide the standardized operation of enterprises. At the same time, it is necessary to broadcast the self-discipline of practitioners in the e-commerce industry. "
Text: Li xiaoxuan
(Zhongxin Jingwei)
