Source: Huaxia Times
Author: Lu Xiao
As the highlight of e -commerce at the end of each year, this year has reached the fifteenth year of Double Eleven.
On October 20, China Tao Tian Group announced that this year's Tmall Double Eleven will start pre -sale at 8 pm on October 24th.It was announced on October 19th that its Double Eleven will be officially opened at 8 pm on October 23.
Low prices have become the common choice of retail giants this year's Double Eleven, but at the same time, value services represented by logistics distribution are also emphasized by them.Behind "Fantastic", new traffic channels are constantly poured out. How to keep users and transactions to stay or return to their own platform is a certain issue that retail giants in the consumption cycle to face this double eleven.
collective low price
Like 618 in the year, the low price is still the common theme of the two hundred and ten retail giants this year.
According to the reporter, JD.com did not pre -sale on Double Eleven this year. On the evening of October 23, it was directly available to buy, and more than 800 million products were guaranteed.JD.com also revealed that since the first price insurance service in 2008, it has saved consumers a total of nearly 9 billion yuan (RMB and S $ 1.6 billion).In his speech on October 19th, the JD CEO CEO CEO also stated that the theme of Jingdong's Double Eleven this year is really cheap. The low price is the gene engraved in JD bones.Consume the price for consumers and make manufacturers make money.
According to the reporter's understanding, since the end of last year, low prices have been the core strategy of JD.com.In March of this year, Jingdong launched 10 billion subsidies, and 9 yuan and 9 free shipping were launched in September.In his speech on October 19th, Xinli Jun revealed that the number of products that have promoted the participation of JD.com's subsidy this year will be doubled at 618.
Tao Tian Group's first Tmall Double Eleven this year also focused on the "lowest price on the entire network".It is reported that on the basis of cross -store reduction this year, Tmall launched a "official decrease" for the first time on the basis of full -scale reduction. It is expected that more than 80 million products will be reduced to the lowest price of the year.In addition, this year's Double Eleven Tmall also added the "Double 11 Daily Low price" event for the first time.
For how to achieve low prices, Owen, President of the Tao Tian Group Brand Business Development Center, said in an interview with media reporters such as Huaxia Times on October 20 that it will adopt different discounts with mixed investment with brand, such as cross -discount, such as cross -crossingThe store full of merchants will contribute, the platform will issue red envelopes, and so on.
It has officially opened the Double Eleven Promotional Pinduoduo. This year, the slogan of "11.11 every day, a true low price every day" is also proposed.The reporter learned from Pinduoduo that its tens of billions of subsidies will be launched for the first time "Single Setaling" activity. For the products participating in the event, there will be an additional official subsidy, and there will be no upper limit.At present, there are more than 20,000 brand products participating in this event."Benefiting from consumers' favor for cost -effective products, the tens of billions of subsidy channels have become a powerful engine for the rapid growth of the brand." The relevant person in charge of Pinduoduo 10 billion subsidies said.
Logistics Speed Speed
Although they rolled up at a low price, the retail giants expressed unintentionally.
On October 19th, in his speech, Xinlijun said at a low price that the low prices of JD.com would not affect the normal development of the industry.He recalled the fierce price war about the home appliance industry around 2000. At that time, "the television was selling, and the industry lost money. That miserable competition is now vivid." He said that JD.com will not do the healthy development of the industry's healthy development.Behavior is to really promote consumption and stimulate market vitality.
Owen also told media reporters such as Huaxia Times in an interview on October 20 that the price must be a very important measuring factor for all users, but Tmall has no intention to let each brand compete for prices and be in huge consumption points.In the era of layers and diversified demand, how does Tmall's claim better serve users? "Price war will only destroy one category, but value battle leads a category."
At the same time, the value brought by multiple services is also an important direction for the Double Eleven Retail Giants this year.
Among them, the speed -up of logistics has also become their common choice.
The president of the Taitian Group Supermarket Business Development Center said in a speech on October 20 that Tmall Supermarket achieved the "half -day" distribution service in 20 cities this year.20%-30%growth.In addition, she also mentioned that Taobao ’s buying vegetables also established hours of service and community group purchase services.In addition, according to the reporter, in late September this year, Cainiao and Alibaba's Ali Express also announced the "Global 5 Days" International Express Express products. The first batch of landing in the United Kingdom, Spain, the Netherlands, Belgium and South Korea.
JD.com, which has invested heavily in the logistics field, also comprehensively upgraded the express delivery services in Hong Kong and Macao before Double Eleven this year.The reporter learned from Jingdong that the fastest express delivery in the same city in Hong Kong is currently delivered to the fastest, and Hong Kong consumers can also realize the fastest the next day from JD.com.In addition, in terms of instant retail, this year's Double Eleven JD.com also joined hands with more than 400,000 real stores to achieve full -category free shipping hours. At present, it has covered more than 2,000 counties and cities.
retain users
Whether it is price or value, the dazzling gameplay of retail giants is to attract users and business to the most important promotion festival at the end of the year of Double Eleven and stay on their own platform.An example is that the data provided by Taitian Group shows that price power has become an important source of bonus for Taobao Tmall merchants on the platform.In the past month, the average traffic of low -cost products provided by merchants on the Taobao platform has increased by 62.5%.
Behind Tao Tian emphasizing traffic gains, with the continuous flow of new channels, the doubles of Tmall and JD.com have changed from Tmall and JD.com to multiple platforms.One option.
From the iconic Double Eleven Evening Club's changes in recent years, we can see the disappearance between channel platforms.According to the reporter's understanding, the Double Eleven Party was first opened by Tmall in 2015, and reached the climax in 2020. One night on November 10th, Tmall, JD.com, Suning, and Pinduoduo were gathered.Douyin and Kuaishou also held their own Double Eleven Party, but they avoided the day of November 10.On November 10, 2022, there was only a Double Eleven Party with Douyin, and other platforms were relatively silent.
However, the situation has changed this year.In addition to the announcement of restarting Tmall Double Eleven Evening Party with Hunan Satellite TV, Dai Shan, CEO of Tao Tian Group, also stated in his speech on October 20 that the three major goals of Tmall Double 11 this year are to obtain the maximum scale for brand merchantsUsers, the brand's assets to improve the brand power, and return to the original intention to give consumers a happy double 11.
Although the platforms have been working hard, brand manufacturers have already paid close attention to users.The person in charge of P & G said on October 20 in the media reporters such as Huaxia Times and other media reporters said that the channels or the platform will change in the future.Still listen to and follow consumers, and serve them on each platform. "Patto Person also said during the exchange on the same day that Bosideng's offline proportion accounted for 70%.Types are the customers behind them.
The stay of users depends on the real landing effect of low prices and value services on each platform.Regarding the consumption performance of the Double Eleven this year, Li Chengdong, the founder of Dolphin Club, told reporters that with the end of the epidemic and the gradually recovery of consumption, the entire large double 11 performance, including Pinduoduo, Douyin and other platforms.Ali's year -on -year data will be better, but it is expected to be weaker than the broader market.Zhuang Shuai is rightThe reporter predicts that there will be a certain increase in the Double Eleven this year, but it is estimated that it is still a single digit. He also believes that the low -cost strategy of e -commerce will continue to be longer.
