Tmall double 11 entered the 11th year, and the potential energy did not see any reduction, but showed a strong potential for consumption growth.
On October 21st, the 2019 Tianma Double 11 pre-sale officially launched, immediately showing a strong explosive power. According to data released by Tmall, the overall pre-sale first-day transaction doubled, and nearly 100 of the first-generation new products broke through 10 million, realizing the launch of new products. The pre-sale of 7 beauty brands opened 10 minutes of sales and broke the billion. The Estée Lauder brand only sold for 25 minutes, and the transaction volume reached nearly 500 million, surpassing last year’s double 11 full-day turnover.
In addition, the strong consumption upgrade trend continues to be the feature of this year’s double 11 pre-sale. According to Tmall International, the first-hour transaction volume of pre-sales increased by 113% year-on-year, and the one-hour and 47-minute transactions exceeded the all-day transaction last year. Among them, apparel sales increased by over 500% year-on-year, digital home appliances increased by over 250%, and pet supplies increased by 100%. In particular, some consumer upgraded items, the first hour of beauty and body instrument sales increased by 257%, and the average price of imported beauty products with a unit price of more than 4,000 yuan sold 40,000 units per hour. Zeus 24K beauty instrument with a unit price of 10,000 yuan, sold out 6000 units in 30 seconds, Tmall double 11 entered the 11th year, the potential energy is not seen at all, showing strong potential for consumption growth.
The pre-sale outburst shows the strong appeal of Tmall Double 11 to consumers, and it is also looking forward to the growth potential of this year’s Tmall Double 11. On October 21st, Tmall President and President of Taobao Jiang Fan revealed at the launch conference of Tmall Double 11 in 2019: On November 11 this year, it is expected that the number of users accessing mobile phones Taobao and Tmall will increase by 100 million. 500 million users participate in Tmall Double 11.
Public data shows that in the past two years, Taobao Tmall’s monthly active users have increased by 226 million, annual active consumers have increased by 208 million, and over 70% of new users have come from sinking markets. The latest quarterly earnings report shows that Taobao already has 755 million active users. Jiang Fan had previously revealed at the investor conference that the penetration rate of Taobao Tmall in the sinking market has exceeded 40%. The new user of the sinking market has more than 2,000 yuan in the first year of landing on the Taobao Tmall platform. This has undoubtedly become This year Tmall Double 11 is one of the most important sources of growth.
This year’s Tmall Double 11 starts with “Buy well, buy a province”. Jiang Fan revealed that the Tmall double 11 in the past ten years has saved consumers 121.2 billion yuan. And this year’s Tmall double 11, platform and merchants will save consumers at least 50 billion, the brand will bring consumers in historyThe official discount for maximum strength. The ultimate price and simple gameplay will further enhance the appeal of Tmall Double 11 to users.
On the supply side, Tmall Double 11 focuses on promoting new supply of new products, new brands, imported good goods and direct supply to meet the diversified needs of consumers.
Tmall’s new product strategy has created a huge appeal to brand merchants. This year, more than 1 million Tmall Double 11 will be released for the first time. Many international and domestic brands have changed the original new product release rhythm to participate in the Tmall Double 11 collective discount activity. Apple, Huawei, Hailan Mystery, Dyson, Volvo Cars, and Maotai all put their annual heavy new products and “hard currency” products on the Tmall Double 11 for sale. More than 50% of the big beauty brands even broke the convention, and the most attention to the Christmas gift box of the year, ahead of the Tmall double 11 release. 215 major brands including Lancome, SK-II, YSL, Givenchy, Shiseido, and 241 exclusive products for Tmall Double 11. Tmall Double 11 has become the world’s largest new product release window.
Before September 23, Tmall just released a strategic-grade product, Tmall’s new digital system. Merchants can rely on this system to conduct demand mining, selection and trial, and trial sales through online and digital methods. And a series of new product development steps such as product iteration, this system has been applied by many brands during this year’s Tmall Double 11.
The newly launched Tmall flagship store 2.0 also provides merchants with a wealth of operational tools. The brand can directly complete the in-depth operation of consumers online, which will bring more product innovation and transaction conversion.
The cooperation between brand merchants and the Taobao platform will bring more surprises to users in the sinking market. It is reported that the poly cost-effective will be launched in the Tmall double 11 and the brand jointly launched a number of customized models, branded goods will be presented to consumers in the ultimate low price, which will help them better reach the sinking market consumers, get more More new customers. According to the previously disclosed data, the head brands of Midea, L’Oreal, Libya, Hisense, Adidas and so on have increased by more than 100% in the first eight months of this year, and more than 80 brands have grown by more than 50% year-on-year. Concerned about the “poly cost-effective effect.” Relying on the pooling of this sharp knife in the sinking market, the Tmall double 11 will further drive the brand to sink and create business growth.
In addition, consumers can also buy good source goods from agricultural products bases and factories during the Tmall Double 11 period. Ali said that in the past oneIn the past few years, the Amoy platform has driven more than 50 billion kilograms of agricultural products to go up, while the factory direct supply of industrial orders has exceeded 5 billion. The Taobao coverage of the farm and the factory’s source of good goods strategy not only brought huge benefits to consumers, but also effectively helped the branding of agricultural bases and industrial belt factories.