On September 26, AliExpress held a double 11 merchant kick-off meeting to officially announce the rhythm and gameplay of the overseas double 11 and black Friday promotions in 2024. The overall activity started on October 29 and lasted until December 3, covering the three major activities of Choice Day, Double 11 and Black Friday, and the overall activity rhythm was slightly longer than last year.
Specifically, this year's AliExpress Double 11 will start from November 8th to November 10th, with a 3-day warm-up, and 8 days of official sales from November 11th to November 18th; Black Friday will be warmed up for 3 days from November 19th to November 21st, and officially sold for 12 days from November 22nd to December 3rd (all subject to the local time zone of key countries).
01 Investment promotion rhythm: one-click registration for three major promotions, 75-day price control period, and differentiated investment promotion between cross-border goods and local goods
In terms of investment promotion rhythm, the three major promotion investment promotion registration will be opened with one click, and the official investment promotion will start at the end of September, and the Choice Day investment promotion will last for about 30 days, ending before 23:00 West Time on October 26, and Korea pop needs to register separately; The 11.11 investment will last for about 40 days and will end before 23:00 PST on November 5. Black Friday will last for about 50 days and will end by November 16. In addition, the sale period will open a total of about 75 days of price control, which ends on December 10.
Different from previous years, this year, before announcing the relevant matters of the event, AliExpress specially emphasized the direction of the platform, that is, the dual-track drive mode of "merchant self-operation + full custody" of cross-border pallets; The local pallet adopts the "overseas custody" model, supplemented by tens of billions of subsidized brand overseas projects.
In terms of specific investment rules, cross-border goods are also slightly different from local goods. Both of them need a store praise rate of ≥ 90% within 90 days, a DSR product description of non-new products in the past 90 days is divided into ≥ 4.2, sales in the past 30 days ≥ 1, the "72-hour Internet access rate" in the past 30 days > 80%, and the "72-hour Internet access rate" of new products in the past 30 days > 80%. Among them, cross-border goods require merchants to initiate SNAD disputes (products that do not match the description) in the last 30 days≤8%; For local goods, free shipping is required in markets other than Russia and Brazil.
02 Nationalized operation, opening three major flow warehouses in Europe, North America, Japan and South Korea
AliExpress officially said that in key national markets, this year's double 11 user growth and marketing investment will be doubled, and according to the needs of consumers in different countries, a nationalized pallet has been formed, and Europe, North America, Japan and South Korea have been enabled to bring packages sent to the same region to the same warehouse, reducing the allocation process and improving consumer experience.
In Europe, AliExpress will increase brand recognition through spokesperson David Beckham;
In Korea, AliExpress focuses on 3-5 days-like local e-commerce logistics experience, and has Tang Wei and Ma Dongxi double endorsements;
In Latin America, Brazil's tax reform has made tariff reductions for packages with a high unit price of more than $50, and AliExpress will also cooperate with local retail giant Magalu to exchange sales resources;
In the Middle East, AliExpress has previously signed a star spokesperson;
In the United States, AliExpress launched a $1 challenge to expand off-site traffic;
The Uzzi bonded warehouse in the Russia market has grown steadily, and tens of billions of subsidies will also be launched.
03 The core gameplay products have plummeted, and merchants should focus on the incubation of explosive models in October
In terms of core gameplay, this year is still a direct drop in single products, and the platform will focus on traffic to push super single products and super brands.
In terms of off-site traffic, AliExpress is still making efforts in affiliate marketing channels and media traffic channels, and will invest tens of millions of traffic this year to invest in high-transaction industries/explosive products. AliExpress said that merchants should pay attention to the incubation of explosive models in October and the play of investment in November.
In general, at the end of this year, AliExpress will focus on supporting POP merchants, emphasizing new products and product richness; The full custody model emphasizes light and small pieces, standard products, and warehouse hair, and has marketing channels such as "N yuan N pieces" and "super outbreak day"; Overseas custody is a large-scale, high-value commodity.