The "Double 11" is about to start, and the gameplay and rules of major e-commerce platforms have also been announced. Judging from the periodicity, intensity and richness of the event, this year may be the "most in history". This year, various platforms have "rushed" and greatly advanced the "Double 11" promotion time, among them, Tmall, Jingdong and Pinduoduo The three major platforms have chosen to start the event today (14th).
How much has each platform invested this year? What are the new changes and new ways to play?
Data map by Chang Tao
How much investment is there in the platform?
"Double 11" has lasted for 15 years since its opening in 2009, and in recent years, "Double 11" has made up orders, large full reductions, and various "calculation questions" to attract people to earn points, as well as endless brain-burning games that have made consumers feel a headache.
As a veteran player of the "Double 11" event, Tmall said at the "Double 11" press conference on the 12th that there are only two prices on the product interface this year: the price before the discount, and the price after superimposing various discounts.
Specifically, this year's Tmall will still divide the event into two waves, the first wave will be from October 14th to 31st, and the deposit will be prepaid at 8 o'clock in the evening on the 14th; The second wave will run from 8 p.m. on October 31 to November 11.
Tmall said that this year's "Double 11" is the largest investment in recent years, and an additional 30 billion consumption vouchers and red envelopes will be invested on the basis of full reduction and immediate reduction activities, and 88VIP large-amount consumption vouchers will also be issued in advance at 2 pm on October 14. It is reported that on October 14, Tmall's top 100 live broadcast rooms were opened at the same time, and a total of 1 billion red envelopes were distributed.
According to the anchor Li Jiaqi's Weibo on the 12th, on the 14th and 15th, Li Jiaqi's live broadcast room will distribute 500 million red envelopes, which can be used to pay for the balance of pre-sale and buy spot goods.
This year's JD.com's "Double 11" event lasted from 8 p.m. on October 14 to November 11. Specifically, Jingdong said that during the "Double 11" period, it will launch preferential measures such as receiving an additional subsidy of 60 yuan per day and a reduction of 50 yuan for every 300 yuan across stores. Since then, it has also launched a special period, a climax period and a return period, including different nodes such as "10 billion subsidy day", "9.9 free shipping day" and "PLUS member day" to meet the shopping needs of consumers. In addition, we will continue to make efforts in the trade-in of home appliances and subsidies for digital products.
Another e-commerce platform, Pinduoduo, also recently released the "Double 11" subsidy gameplay. Zhongxin Jingwei learned that in this year's "Double 11", Pinduoduo announced the first launch of the "10 billion consumption voucher" activity, and upgraded the "10 billion double supplement" to "super double supplement". In addition, Pinduoduo also recently released new regulations on its official website, upgrading the previous "Buy Expensive Must Compensation" service to "Buy Expensive Double Compensation" service, which will take effect on October 16.
For consumers, there is another difference between this year's "Double 11" and the past, that is, the interconnection of payments.
On September 12, Taobao officially announced that it would support WeChat Pay and gradually open it to all sellers. By the end of September, WeChat Pay had been fully connected to Taobao.
According to the CCTV news client on September 26, Jingdong will also access Cainiao Express and Cainiao Post Station - the two are Cainiao's self-operated express brand and the site for collecting parcels. In addition, JD.com will also officially access Alipay payment, which is expected to be launched on the eve of "Double 11".
Wu Jia, vice president of Alibaba Group and president of Taotian User Platform Division, said in an interview that after Taobao Tmall and multiple Internet platforms have achieved interconnection and cooperation, it is expected that this year will be the largest number of Tmall users in history. He also said that the opening of payment is the first step of cooperation between the two sides, and the cooperation will continue to deepen in the future, including in terms of traffic.
In addition, Wu Jia also revealed that JD Logistics is expected to access Taobao before the "Double 11" to provide services to users.
For a long time in the past, WeChat Pay was not available for shopping on Taobao, but now, will this huge change break the current competitive landscape of e-commerce platforms and have a greater impact on the transaction volume of "Double 11"?
Jiang Han, a senior researcher at Pangu Think Tank, told Sino-Singapore Jingwei that from the perspective of competition, Taobao's support for WeChat Pay will break the barriers of payment methods on e-commerce platforms in the past, making consumers have more convenient and flexible choices. Second, it will enhance the shopping experience and convenience of consumers, which will help Taobao achieve higher sales and transaction growth during the "Double 11" period.
However, Internet analyst Ma Jihua believes that Taobao's support for WeChat payment may not have a great impact on Taobao's overall sales volume, because on the Taobao platform, more users have become accustomed to Alipay, and relatively few use WeChat payment. But for WeChat users, they can now directly open Taobao to shop, which may have a great impact on the design of Taobao's entire promotional activities, and enrich the user's purchase channels.
The longest "Double 11" on the front
Sino-Singapore Jingwei combed and found that extending the shopping time has become a collective action of e-commerce this year. Among them, Taobao Tmall, Jingdong, and Pinduoduo all started this year's "Double 11" activity on the 14th.
Specifically, compared with last year, the biggest change in the duration of the event is the Taobao Tmall platform: the pre-sale warm-up will start on the 14th, 10 days earlier than in 2023 and 2022; JD.com is 9 days ahead of 2023 and 2022; Pinduoduo is 6 days ahead of schedule.
Data map by Chang Tao
In terms of new e-commerce platforms, Douyin is the first platform to open "Double 11" this year. Previously, the Douyin platform announced that the "Double 11" Good Things Festival will start on October 8, a week earlier than in 2023.
Kuaishou is the first e-commerce platform to announce the "Double 11" promotion in advance this year. At the investment conference on September 19, Kuaishou announced that it would enter the "Double 11" warm-up period on October 16, and it will be officially launched on the 18th. Compared to last year, it is 2 days earlier.
As a late player, Xiaohongshu e-commerce recently announced that the "1 Degree Shopping Carnival in 1 Year" will start on October 12 and last until November 11.
In this regard, some netizens said on social platforms that this year's "Double 11" is too long, and it feels like it is about to be connected with the National Day holiday. Some netizens said, "Every year is advanced, and every year is the longest in history."
Why did the major platforms decide to lengthen the "Double 11" activity line this year?
Wu Jia explained: "'Double 11' will have its own rhythm every year, it is not in advance, but we have added some content, and we have also seen the specific event schedule, and different content is for different consumers." ”
Jiang Han said that by extending the activity cycle, the platform can provide consumers with more shopping time and choices, thereby increasing sales and user stickiness. In addition, it can also provide merchants with more time and space to plan and execute various promotional activities, thereby enhancing market competitiveness.
In Ma Jihua's view, the current "Double 11" activities are very different from a few years ago, and now e-commerce companies are mainly using "Double 11" as a gimmick to try to lengthen the entire marketing cycle in order to expand sales. In addition, in order to better promote the user's desire to buy, it can also compete with competitors for traffic.
Quality live broadcast has become a new highlight of this year's "Double 11".
Recently, traffic anchors such as "Brother Xiao Yang" and "Sister Northeast Yu" have successively appeared in false propaganda and other problems during live broadcasts, which have attracted attention. In this context, the industry's call for high-quality live broadcast has also become a highlight of this year's "Double 11".
Recently, the "High-quality Development Report of the Live Broadcast E-commerce Industry (2023-2024)" (hereinafter referred to as the "Report") released by the China Institute of Metrology, China Quality Certification Center, Meifang and other units pointed out that live broadcast e-commerce is moving towards the development path of "quality live broadcast".
At the release of the report, Lao Weiling, director of the e-commerce center of Shanghai University of Finance and Economics, said that in the future, the development of live broadcast e-commerce will pay more attention to quality itself, and help emerging consumption through quality live broadcast.
Jia Luo, vice president of Alibaba Group and president of Tmall Business Division, said at Tmall's "Double 11" press conference that to boost consumption, we must not only expand "quantity", but also pay attention to "quality". It is necessary not only to promote order transactions and "expand" the consumer market, but also to pay attention to brand and quality, and "improve quality" for consumption.
At the press conference, Meng Xin, general manager of Taobao Live Storecast, also said that live broadcast e-commerce has entered a new stage of "quality live broadcast" from the entertainment celebrity model, and the quality live broadcast model of professional anchors, brand pallets, and platform high-quality service guarantee collaboration will become the mainstream of the industry.
According to the "Research Report on China's Online Audiovisual Development (2024)", as of December 2023, the total number of short video accounts on the whole network has reached 1.55 billion, and the number of professional anchors has reached 15.08 million.
It is worth mentioning that on July 31 this year, the Ministry of Human Resources and Social Security, together with the State Administration for Market Regulation and the National Bureau of Statistics, officially released 19 new occupations to the society, including online anchors.
Not long ago, the Shanghai Municipal Commission of Commerce and other departments issued the "Shanghai Three-Year Action Plan for Promoting the High-quality Development of the Live Broadcast Economy (2024-2026)", which specifically states that it is necessary to establish and improve high-standard industry norms and regulatory mechanisms, and at the same time, it is also necessary to cultivate a number of large-scale, strong, and influential anchor service institutions in China, so as to give full play to the head demonstration effect.
At the release of the report, Li Tong, deputy director of the Innovation and Internet Regulatory Research Department of the Development Research Center of the State Administration for Market Regulation, said, "It is very important to build a compliance evaluation system in the live broadcast e-commerce industry, and the relevant regulatory authorities should pay attention to the improvement of laws and regulations, pay attention to coordinated supervision, and give full play to the organizational role of industry associations to guide the standardized operation of enterprises." At the same time, it is necessary to have self-discipline from practitioners in the live broadcast e-commerce industry. ”
Source: Zhongxin Jingwei Editor: Li Yu