Which one is strong on Double Eleven this year?
Editor’s note: This article is from the WeChat public account “Time Interest Research Institute” (ID: SocialTouch2020), author : Time is interesting.
Due to the impact of the epidemic, Double Eleven this year is the most special year. In the first half of the year, the consumer demand of the general public was suppressed to a certain extent. The second half of the year is expected to usher in a small peak of consumption. In addition, as the domestic economy picks up, Double Eleven is no longer just an e-commerce shopping festival, but also a domestic shopping festival. An important reference indicator for economy and commerce. From the changes in Double Eleven, we can also see the future development direction of China’s commerce.
From the perspective of the rules of gameplay and user experience, major platforms have made significant changes in this year’s Double Eleven. Below we have sorted out the changes in major e-commerce platforms and the reasons behind them for everyone to watch and use.
Ali: “Singles’ Day” becomes “Nunkaku”
Alibaba’s double eleven changes have directly affected the pace of the entire e-commerce industry. The biggest change in this year’s double eleven e-commerce system is that from the previous concentrated shipment on November 11, it changed to November 1-3. There are two sales periods on November 11. According to Ali’s official statement, it changed from “Singles’ Day” to “Nunchoke.”
At the same time, Ali will also pass Alipay to cut into the shopping spree of local life services, through Taobao special edition Juhuasuan and other portals have penetrated into major industrial belts across the country, and launched activities such as “One Yuan Taobao Store” to explore the sinking market consumption power. In addition, a large number of international big names will come to Double Eleven with the intention of entering the Chinese market.
Not surprisingly, this year is the year with the most participating merchants. According to media reportsIt is said that at least 250,000 brands and 5 million domestic and foreign merchants participated, and the participation of a large number of new merchants also made the platform finally choose to use the “nunchaku” method for carnival.
For merchants, lengthening the time tempo of activities can make them better adapt to the platform gameplay, and also provide an opportunity for marketing trial and error; for the supply chainIn terms of transitivity, two-stage purchases can also alleviate industry pressure, and even stimulate the development of flexible supply chains, to a certain extent, to avoid stock out of stock in the past; As far as consumers are concerned, Shuangjie also gives users one more opportunity to snap up a purchase.
From the perspective of marketing, live streaming is still a means that businesses cannot ignore this year. According to the Taobao live broadcast list, Wei Ya and Li Jiaqi’s total pre-sale live broadcasts on the first day of the 21st were 3.221 billion yuan and 3.327 billion yuan respectively, with a total amount approaching 7 billion yuan. The cumulative views of the two anchors’ live broadcast rooms at zero o’clock both exceeded 100000000. Weibo‘s hot search list was quickly #被双十一許定狂的我#, #加油last money person #、#尾款人脸包#、#薇娅双十一爆款榜#、#The first oneCall I不睡的男# and other topics are occupied.
But for mass consumers, Taobao Double Eleven is also becoming more content-based. On the eve of Double Eleven, Taobao’s homepage underwent a major revision, deepening the display of information flow algorithms, making Taobao “better to visit”. In addition, this year’s interactive form has also become a “cat” bonus. Compared with building buildings in previous years, interactive games are lighter and younger.
From the perspective of preferential conditions, Alibaba once revealed in the press conference that this year will be the largest single eleven in the history of the platform. It will issue 4 billion cash red envelopes, 10 billion category subsidies, and 20 billion brand coupons. , The entire discount rate is twice that of last year.
For the user’s shopping experience, this year’s platform gameplay is relatively simple and straightforward. You can directly perform cross-store full reduction instead of doing Mathematical Olympiad questions like in previous years. The process is simplified a lot.
JD: Top 3 home games and top 10 moves
The theme of JD Double Eleven changed from last year’s “JD 11.11 Global Goods Festival” to this year’s “JD 11.11 Global Love Season”. The three homes of “low-priced good products”, “simple and happy” and “buy with confidence” have been built on the platform, and “10 big moves such as pre-sale, number one Beijing post, double-ten billion plan, new products, live broadcast, and interactive gameplay” have been launched. “.
JD.com also started pre-sale from October 21st, but from the perspective of sales rhythm, JD’s division is more refined, divided into four stages: October 21-31 is the pre-sale period, November 1- The 8th is a special period (of which November 1-3 is a good start, and November 4-8 is a category period), November9-11 is the peak period, and November 12-13 is the renewal period.
From the perspective of JD’s three major home games this year, the “low-price and good-quality products” focus on the ultimate cost performance. There will be more than 200 million 50% off products and more than 300 million new products launched. The main marketing activities are super 10 billion The “Double Ten Billion Plan” composed of subsidies and a consumer group exceeding 10 billion yuan.
The “simple and happy” home game means that there is no need for complex discount calculations and give users a simpler and more direct discount plan. On the other hand, it invites celebrity presidents to conduct live broadcast interactions to help brands carry out product marketing. According to official information, JD.com will have 300 celebrities walk into the live broadcast room and 500 CEO creative live broadcasts during Double Eleven. In addition, JD will also add variety shows, blind boxes, games and other gameplays to the interaction.
The home field of “buy with confidence” lies more in the linkage layout of the sinking market. In addition to the main website of JD.com, Jingxi and the speed version have penetrated into the sinking crowd and industrial belts. Starting from October 21st, JD.com will launch “Buy AllSuper province“, and help users walk into the factory workshops and fields through live broadcasts. Many mayors, township chiefs, and county chiefs will also face consumers directly.
Pinduoduo: Concentrate on large subsidies
Pinduoduo’s tens of billions of subsidies are already well-known. It just happened that my friend’s recent Apple press conference caused the public to pay close attention to Pinduoduo’s iPhone prices. But compared with Ali Jingdong, Pinduoduo has always been simple and rude in its preferential strategy, and it has always been rare in public propaganda.
The biggest difference is that the Pinduoduo Double Eleven Shopping Festival starts at 0:00 on November 7th and ends at 24:00 on November 11th, lasting 5 days and 5 nights overall. For the month-long protracted battle with Alibaba JD.com, Pinduoduo’s strategy is less time and greater effort.Subsidies in a preferential manner.
In addition, Pinduoduo announced that it will join Hunan Satellite TV to host the “11.11 Super Fight Night” party on the evening of November 10th. During the party, the audience can collectively share 1 billion cash red envelopes, team up and participate in racing PK, and have a chance to win 1,111 yuan cash.
In terms of overall subsidies, Pinduoduo has always been willing to spend money. According to media reports, the “must-buy list” of tens of billions of subsidies for all categories such as technology, digital, home appliances, beauty, and maternal and child will penetrate the industry. price. Among them, the subsidy for some products will increase from 10-20% of the sales price to 50-60%.
On the whole, Pinduoduo does not have many marketing methods and marketing highlights, and has always continued the promotion style of low-cost subsidies. Driven by Pinduoduo, “tens of billions of subsidies” have now become the norm in the industry.
Shake fast: Live broadcast with goods to disrupt Double Eleven
For DouyinKai Shou, Double Eleven is not its main battlefield, but due to the live broadcast this year With the rise of commerce, Douyin Kuaishou has also become a force that cannot be ignored.
Douyin participated in Double Eleven for the first time this year, and opened the “11.11 Douyin Pet Fan Festival”, which will be warmed up on October 25, and will officially open Double Eleven on November 1st, the ultimate spike day; Kuaishou is also set up Two waves of marketing actions were taken. From October 31st to November 5th, the number of cards was 500 million, and November 6th to 11th. click the red envelope rain event.
Although Douyin Kuaishou has room for imagination in the e-commerce sector, for both platforms, there are certain shortcomings in the supply chain, quality control, logistics, after-sales and other major sectors, so it is more traditional The supplementary existence of the e-commerce platform, and to become the main force. The obvious example is that Taobao made a lot of investment in Douyin during the Double Eleven period, which is to look forward to diversion from short video traffic to e-commerce stores. The short video platform still exists as a traffic channel.
In short, this year’s Double Eleven is still just a sniper battle for Douyin Kuaishou, trying to run through the product conversion process within the platform, and prepare for the future platform e-commerce.
(Some of the materials and maps in this article come from the Internet, please contact to delete infringement)