As double 11 enters its 12th year, consumers expect new changes, especially simpler and more interesting ways to play.
On October 19th and 20th, two major players in double 11, JD.COM and Tmall, successively launched the 2020 double 11. In terms of time, both platforms have lengthened the double 11 front. Double 11, JD.COM is open from October 21st to November 11th for 22 days. Tmall put forward the concept that "double 11 has three more days than in previous years", with the first wave from November 1 to 3 and the second wave on November 11, turning Singles Day into "nunchakus".
For consumers, the length of time is not important, but whether it can be "simple and rude" to save money is the most important. The reporter of Zhongxin Jingwei noticed that, considering consumers’ complaints about double 11’s complicated rules in previous years, this year, both platforms indicated that they wanted to make shopping easier and offer more direct. However, after all, double 11 has just begun, and it will take time to test whether consumers can feel the sincerity of the platform.
01Platform: double 11’s gameplay is simple this year.
Along with the gradual lengthening of the double 11 front, there are more and more complicated relief rules. Some netizens spit out, "Every year, double 11 has to go through an Olympic math test." E-commerce platforms have also noticed consumers’ complaints, so in the past two years, double 11’s gameplay has been simplified, and more attention has been paid to fun and social attributes.
The reporter of Zhongxin Jingwei noticed that the two platforms that have started double 11 this year both indicated that they would simplify the gameplay and make saving money more direct.
▲2020 JD.COM double 11 started.
JD.COM said it would make shopping easier through multiple marketing measures. In addition to the number one Beijing sticker available across stores and all categories, the setting of "Estimated Price" on the product page will prompt consumers about the available preferential information, and the price after the discount will be clear at a glance without complicated calculation. On November 9th, Big Day, as the first day of the climax of "Global Love Season of November 11th, 2020 in JD.COM", will start the shopping spree with the preferential measures of "simple violence".
Tmall said that the lowest price in the whole year was from November 1 to 3 and November 11, and Tmall also said that in 2020, double 11 was "the double 11 with the largest platform investment in history", including "direct payment of over 30 billion cash subsidies", specifically 4 billion cash-filled red envelopes, 10 billion category subsidies and 20 billion brand coupons; It also includes "multiple surprise games", specifically, 1 billion surprise tasks, giving out red envelopes first, then spending, and 1 billion pen returns, which can also be enjoyed by low-end customers.
▲2020 Tmall double 11 started.
In addition, it continued the game of "stacking cats" in double 11 in 2019. This year, Tmall double 11 launched "Super Star Show Cat Group Debut", where consumers can claim a virtual cat, and finally divide up 2 billion red envelopes through feeding, friend PK and other operations. Tmall said that at least 3 million people in double 11 received red envelopes above 100 yuan this year. Tmall also launched activities such as "no allowance, direct reduction of 40 from 300" and "50% discount coupons and large coupons every day".
02 Netizen: It’s simple every year. Is this year true?
Double 11 started, and the "hand-chopping party" couldn’t help it. Some netizens said, "The double 11 bonus hunter Group with more than 200 people has been established today (20th), waiting to be robbed." Some netizens said, "So fast, the pre-sale in double 11 will start? The things that double 11 bought last year have not been used up. " "double 11 really started, and the mobile phone is full of promotional messages sent by merchants."
Some netizens also expressed their views on the rules of double 11 this year. "Every year, it is said that the double 11 rules are simple. I can’t understand them every year. I don’t know if this year is sincere." "After reading it for a long time, I feel that I am a double 11 who can’t understand the rules." "double 11 is still honestly staring at 300 MINUS 40, and I can’t understand other rules." "I feel that the double 11 rules are quite interesting. Now double 11 is already a festival, not just shopping. For example, it is also interesting to have a cat to play games."
Some netizens issued a "soul torture": I think it is so difficult to simply spend money.
Then, why didn’t the e-commerce platform directly reduce the price during its stay in double 11, but realized the discount through various rules and activities?
An e-commerce analyst who did not want to be named told Zhongxin Jingwei (micro-signal: jwview) that at present, the double 11 Shopping Festival is not an activity on November 11th, but an activity for a period of time, and direct price reduction cannot achieve a sustained activity effect. In addition, at present, many activities in double 11 are realized by inviting and sharing friends, which have strong social attributes. These operations can not only enhance users’ stickiness to the platform, but also spread the platform, which cannot be achieved by directly reducing prices.
03 1 yuan’s "Taojing Spell" has sunk the market.
In order to attract consumers, various platforms launched many new moves during double 11 this year. For example, Tmall launched a 50% discount to buy a house and a car, and 300 stars and 400 presidents went to Taobao to bring goods live; JD.COM and talk show actors Li Dan and Li Xueqin held a talk show conference in JD.COM.
In addition, it is worth noting that on the eve of double 11 this year, Ali and JD.COM successively launched "1 yuan package", and together with Pinduoduo, "shopping" sank the market.
On October 19, 2020, at the launch conference of "JD.COM 11.11 Global Love Season", Han Rui, vice president of JD.COM Group and head of the platform business center of JD.COM Retail Group, announced that Jingxi, a social e-commerce platform owned by JD.COM, launched the "1 yuan Good Use and Fragrance Festival" and other activities, selected hundreds of millions of explosive products from more than 180 industrial belts, and combined with six social games represented by "Fortune Island" through live broadcast of industrial belts for users to enjoy.
Prior to this, on October 10th, Taobao Special Edition launched the "1 yuan More Fragrant Festival", and 100 million pieces of factory goods were mailed home with only one wallet, which will last until the end of double 11. It is understood that the Taobao Special Edition unites 145 industrial belts, 1.2 million industrial belt merchants and 500,000 factories, providing consumers all over the country with good products with straight origin.
Hai Wang, vice president of Alibaba and general manager of C2M business department of Taobao, said that "1 yuan More Fragrant Festival" is not only an exclusive festival for industrial belt factories, but also a carnival for consumers’ quality consumption, which will be the most important golden promotion for Taobao special edition and will be held regularly on October 10th every year.
"True Fragrance Festival" is not the first of two platforms, Taobao Special Edition and JD.COM. In July this year, Pinduoduo announced a high-profile investment of 100 million yuan to launch the first "True Fragrance Festival".
Under the subsidy of 10 billion yuan, in recent two years, Pinduoduo’s "law of true fragrance" has been widely mentioned by netizens. According to big data of public opinion, since Pinduoduo launched the 10 billion subsidy exclusively in May, 2019, the high-frequency word most closely associated with the 10 billion subsidy in the whole network is "Zhen Xiang".
After Pinduoduo launched the "True Fragrance Festival", the Taobao Special Edition put forward the "1 yuan Fragrance Festival" in a tit-for-tat manner. Some analysts believe that the Taobao Special Edition launched the "1 yuan Fragrance Festival" to strengthen Pinduoduo. However, Ali said the move was not aimed at Pinduoduo.
The reporter of Zhongxin Jingwei noticed that the person in charge of the "Real Fragrance Festival" in Pinduoduo had previously said, "Our research found that for many consumers, real fragrance is a surprise shopping experience, and the price subsidy has improved the cost performance of these goods, thus enhancing the consumers’ experience".
When the Taobao Special Edition appeared in March 2020, Wang Hai once said to the "subsidy", "From a competitive point of view, I think Pinduoduo should also work with the Taobao Special Edition to help consumers better obtain good goods through better technological upgrading and better industrial upgrading, not just subsidies."
However, whether it is the "True Fragrance Festival" or the "1 yuan Fragrance Festival" or the "1 yuan Fragrance Festival", in addition to competing for consumers in the sinking market, their real battlefield is the platform’s competition for manufacturers and even the entire industrial belt. Under the background of global epidemic, the transfer of foreign trade factories to domestic sales has become an opportunity for e-commerce platforms to expand cooperation.
