Look beyond the surface.
Editor’s note: This article is from WeChat public account “Seven Wheat Research Institute” (ID :Qimaiyanjiuyuan), author Tu.
Tmall “Double 11” full-day turnover exceeded 268.4 billion; Jingdong “Double 11” accumulated orders exceeded 204.4 billion; Suning “Double 11” on the same day omni-channel orders increased by 76%…. .. This year’s “Double 11” platforms are very impressive. Seven wheat data monitoring, search for keywords from the App Store “Double 11” and “Double Eleven”, the data shows that Taobao, Tmall, Suning Tesco three shopping apps nearly iOS estimated downloads in January 300w.
New and Explosive – New product launch
In early January of this year, Tmall proposed a new product strategy, saying that it will invest 10 billion scale resources to provide traffic exposure and supply chain innovation services for brand new products, and target 100 new products with 100 million items sold. In the Tmall “Double 11”, the number of new products released for the first time has exceeded 1 million. At the same time, Jingdong also launched a new product launching position “Jingdong Xiaofangfang” this year, indicating that it will increase investment in new products in the next three years, and release 100 million new products and C2M products, at least 70% of which will be innovative categories. “Jingdong Xiao Rubik” Also assisted in the launch of new products during the “Double 11” period.
In fact, this new product launch is actually similar to the App reservation in the App Store. Both of them are pre-announced that the user will be on the shelf, so that the user can know the product at the beginning of the product’s official launch or even book the product. When the product is officially put on the shelf, Experience the product. Products announced in advance