Reporter'S Observation: This Year'S "Double 11" And "Not Popular" Make Up The Bill,

Business War - Double 11

With the final participation of Tmall, this year's "Double 11" will be fully "launched" tonight. Spot sale, no pre-sale; There is no need to make up the order. One piece is discounted; When goods are delivered to the door, the world can also arrive the next day... Not only that, but also new changes such as the large and small live broadcast rooms ready to be launched, breaking the platform traffic wall, and "broken circle" diversion.

The "Double 11", which has been founded for 15 years, is ushering in the "busiest battle in history". In order to "win" 1 billion consumers, we will run ahead of time. Tmall, JD, Tiaoyin, Vipshop and other veteran players, as well as content platforms such as Station B and Little Red Book that participated in the first battle, are both rivals and "teammates" of circle breaking cooperation. The original appearance of "Double 11" is that there are no complicated playing methods and rules, only "the lowest price". All media reporters found that this has become the common theme of e-commerce platforms this year.

Focus:

Strive for 1 billion users, and the platform "breaks the wall" for the first time

"This year's" Double 11 "is expected to involve 1 billion users." This is the figure disclosed by Tmall. No matter which platform, they want to capture as many users as possible in the "Double 11" war. Recently, when you swipe the WeChat friends circle and watch the video of station B, you find that you can jump directly to Taobao or Tmall APP. Will it make you cry "See you forever"? Yes, the most fresh news of this year's "Double 11" is that the big platform has begun to break the traffic barrier and achieve "breaking the wall" to guide users.

Behind the increasingly heated "battle for 1 billion users" is Taotian Group, the "Double 11", "founder" and e-commerce leader in the Jianghu, who is facing the common sniping of new and old e-commerce players such as Tiaoyin, Fast Hands, Pinduoduo and JD. Among them, Diaoyin Daily Life now has 700 million person times, which is the biggest win of its "Double 11". Not only that, Diaoyin E-commerce has begun to threaten the beauty brand, the main business position of Taobao Tmall. According to Cicada Mama's data, in the third quarter of 2023, the beauty sector of Tiaoyin e-commerce continued to grow by 58.9% year on year, of which the growth rate in September reached 62.2%. In the first half of the year, the overall GMV of Tiaoyin E-commerce cosmetics exceeded 76.6 billion yuan, up 54.8% year on year. Other e-commerce platforms are also coming: according to the latest "battle report" of Fast Retailing E-commerce, the platform's consumer home industry has made a good start in "Double 11". On October 21, GMV broke 2.2 billion, breaking the industry's single day GMV record; In addition, furniture and home decoration, mobile phones, large and small household appliances and other categories have achieved sales explosion. JD also disclosed in its 2023 Q2 financial report that the number of goods participating in the "10 billion subsidy" during the 618 period was more than 10 times that in March; In the second quarter, Jingdong Group's revenue reached 287.9 billion yuan, up 7.6% year on year, and the year-on-year growth rate exceeded that of the first quarter.

In order to keep the top position of e-commerce in the Jianghu, Taotian Group's "Double 11" has been a struggle. Moreover, it is not limited to simply competing for price. Taotian has also expanded its user base through multiple reforms, such as expanding off site traffic, multiple combination discount modes, and more accurate and hierarchical operation of users. Of course, it's not just Taotian. Station B disclosed to our newspaper's all media reporters that during the "Double 11" period, Station B has opened up the commodity library with Alibaba, JD and Pinduoduo, which provides users with more convenient consumption scenarios.

Mo Daiqing, senior analyst of the online retail department of the online economic and social e-commerce center, said that the gradual peak of traffic is not only a problem faced by live broadcast e-commerce, but also a problem faced by traditional e-commerce. In this case, both live broadcast e-commerce and traditional e-commerce platforms need to further develop in the stock market. Industry insiders pointed out that this year's "Double 11" platforms are interconnected, joint efforts are made to increase the exposure rate, and it is very meaningful to collectively create a big promotion atmosphere, to help new businesses and new brands invest in the "Double 11" with the minimum customer acquisition cost to participate in the largest event, and ultimately all platforms can benefit from it.

New play:

This year's "unpopular" make up the list, and one piece will have "the lowest price of the year"

In this year's "Double 11", Tmall launched a "flash mark" preferential product, which means that the product is not "the lowest price in the whole year", or "the lowest price in the whole network", and there will be a discount on one piece... If you ever complained that making up or reducing on the "Double 11" is comparable to an Olympian math problem, then this year you may regain "simple happiness". All media reporters noticed that this year, all major platforms chose the collective "roll low price".

In addition, e-commerce platforms all choose to "return to the original" instead of "various" moves, which simplifies various marketing routines and makes it easier for consumers to choose products and compare prices. For example, Pinduoduo launched the "10 billion subsidy" and launched the "single piece reduction" game for the first time. The price dropped directly on the basis of the subsidy. The first batch of brand goods participating in the single piece reduction activity exceeded 20000. The main selling point of JD this year is "800 million full category spot sales". Many big brands of popular goods have been prepared in advance, and consumers no longer need to set their mobile phone alarm clock to remind them to pay the balance. On October 20, Diaoyin also opened the "Double 11" Good Goods Festival in Diaoyin Mall ". In the categories of beauty makeup, personal care and household cleaning, some goods will be delivered from stock within 24 hours after being launched; In addition, the slogan of "One piece can be reduced without making up the order" was also put forward by Diaoyin, which directly means that "the official product can be reduced by 15%.".

Industry insiders pointed out that this year, e-commerce platforms can cut down on complexity, simplify preferential rules, and directly offer "low prices", which will more easily hit consumers' hearts and help restore consumer confidence.

New speed:

Improve the praise rate of "the last mile" and realize the next day arrival of international parts

In addition to the price, this year's "Double 11" e-commerce platforms and express companies jointly compete for logistics speed and services. Taking JD Logistics as an example, in 20 core cities such as Beijing, Shanghai, Guangzhou and Hangzhou, the fastest 2-hour door-to-door collection for merchants was upgraded, and the cut-off time was extended to 18:00; At the user level, Cainiao Group said that it provides overseas consumers of Tmall Taobao with "5-day" services in Hong Kong and Macao, Singapore and Malaysia.

Not only is logistics speeding up, but service is also increasing. Ao Wen, president of the brand business development center of Taotian Group, said that this year's "Double 11" Tmall logistics service providers supported merchants to provide free freight insurance to users and improve door-to-door delivery services. During the "Double 11" period, Diaoyin E-commerce also launched products with the "door-to-door delivery" logo. As long as you buy them, you can enjoy the service of door-to-door delivery and no door-to-door compensation.

Xie Xiaowen, a special researcher of China Institute of Logistics and Deputy Secretary General of Express Logistics Branch of China Communications and Transportation Association, told all media reporters that this year's "Double 11" will compete with express delivery companies to optimize service capabilities, improve operational efficiency, product service processes and other innovative capabilities. "Their competition will no longer be just a price war, but will gradually turn to high-quality development, improve service quality and customer experience."

Journalist observation

At this year's "Double 11" press conference, Dai Shan, CEO of Taotian Group, once again mentioned Ma Yun's famous saying: "Today is cruel, tomorrow is more cruel, but the day after tomorrow is beautiful, but most people will die tomorrow night." It can be seen that Taotian is full of crisis now. Active attack is the best defense. This year's "Double 11" Taotian spent 2 billion yuan to encourage businesses, let "Cat Night" return, and even shouted "the lowest price of the whole network" and other "heroic" operations, with the overall investment far exceeding that of previous years. It is not only to speed up the response to the connectivity requirements of the Ministry of Industry and Information Technology, but also to compete for business and user resources through strength.

From an outstanding "founder" to one of many e-commerce platforms today, the market situation has changed greatly, and the gap between new and old platforms, such as "Taokuaishuaishuaipaijing", has begun to narrow. Moreover, as the cost of acquiring customers on e-commerce platforms has increased in recent years, it is a consistent choice for e-commerce platforms to win more users through the "Double 11" war.

"Double 11" is also an important window to observe the consumption recovery and consumption trend this year. According to the social zero data released by the National Bureau of Statistics, the current online retail penetration rate has continued to increase, from 21.5% before the epidemic to 26.7%, and the consumption habit of online shopping has further expanded. Now, new and old players have been "clear" in this "Double 11". After 20 days, we can not only see how each family is fighting, but also have a glimpse of the recovery of people's overall consumption level this year. (Reporter Deng Li, Wenjing, Zhang Lu)

(Source: Guangzhou Daily)