Double 11 started in a "quarrel": platforms and anchors confronted each other, and top anchors competed head-on

This article starts with the hot events of Double 11, and introduces in detail the situation and achievements of new and old anchors, large and small platforms during this year's Double 11. It also objectively analyzes the reasons why Double 11 formed a multi-legged situation. It is suitable for students who are new to e-commerce platforms.

This year's Double Eleven, with so many competitors vying for the top spot, who will be the winner?

Unlike in the past, this year's Double Eleven, while various e-commerce platforms actively participated, anchors of all sizes on each platform were also active this fall.

Faced with strong competition from anchors on various platforms, this year's e-commerce platforms are no longer obsessed with overly complicated promotional methods, but instead focus on offering the lowest prices.

As a result, the Double Eleven in 2023 has formed a situation of multiple forces; the fierce competition has also made the atmosphere more and more tense.

Because on the first day of Double Eleven, a series of hot events made this shopping festival unique.

New phenomenon 1: Platforms and anchors are in a confrontation

The first is the incident where an e-commerce platform complained about the anchor.

On October 24, the day after JD.com’s Double Eleven event kicked off, a JD.com purchasing and sales staff member angrily denounced anchor L for signing a “bottom price agreement” with the brand on WeChat Moments.

The JD purchasing agent complained that the brand's price was lower on JD because JD subsidized the product out of its own pocket. However, even so, the brand still asked JD not to lower the price due to pressure from anchor L.

Afterwards, even though some media reported that a "bottom price agreement" did exist, the brand involved and anchor L immediately issued a denial.

The controversy surrounding anchor L’s “price control” also quickly made it a hot topic.

New phenomenon 2: Head-on competition between the two anchors

The hosts often compete with each other in the live broadcast room for traffic, but on October 24, Brother Yang really "PKed" host L.

On that day, most brands in Crazy Little Brother Yang's live broadcast room were removed from the shelves. Big Brother Yang directly accused anchor L of controlling prices and inventory. "If there are 100 in stock and anchor L sells 70 or 80, the merchant must have cooperated with him. If he sells more, he has the power to hold the merchant hostage."

01 Traditional e-commerce faces live streaming e-commerce, and the industry’s hidden rules emerge

The series of events that occurred on October 24th, on the surface, were just the "melons" of the top anchors, but in essence, they marked a direct collision between traditional e-commerce and live-streaming e-commerce; on the other hand, as competition intensified, the industry became more and more transparent, and even the unspoken rules that everyone had tacitly understood in the past were directly put on the table.

The conflict between JD.com and anchor L indicates that traditional e-commerce platforms have to face the challenge of live e-commerce. During this year’s Double Eleven, almost all traditional e-commerce platforms emphasized the “low price” route, and “low price” happened to be the magic weapon that live e-commerce anchors relied on to make their fortunes.

Therefore, "who can get the lowest price" is the competition point that e-commerce platforms must strive for even if they have to pay out of their own pockets; and live broadcast e-commerce anchors want to maintain the label of "lowest price", so they will naturally not give up.

However, the impact of this competitive collision is also two-way. Traditional e-commerce platforms go for "low prices"; live streaming e-commerce, in turn, has to follow the path of traditional e-commerce.

For example, Dongfang Zhenxuan has recently been promoting its own app and has also launched membership services. Dongfang Zhenxuan itself started as a live broadcast e-commerce company, but while cultivating many well-known anchors, it is also actively building an independent supply chain, taking a vertical e-commerce route.

Crazy Brother Yang's public complaints against anchor L, coupled with a cosmetics incident that anchor L was previously involved in, show that the competition in live e-commerce is so fierce that the industry's unspoken rules have been put on the table for discussion.

This also allows consumers to clearly understand the transaction content behind the anchor and the brand.

From the anchor's perspective, perhaps ensuring the "lowest price" in their hands through "contractual agreements" is a means of survival; but if the "lowest price" is forcibly withheld by a certain anchor through monopoly, causing the entire industry to "dare not" lower prices; or if the price is maliciously raised to create the illusion of a certain anchor's "lowest price", is such an industry environment really beneficial to consumers?

02 Double Eleven starts in the middle of a quarrel

This year's Double Eleven started with a "quarrel": Li Jiaqi, Lao Luo, Dongfang Zhenxuan, Simba and other new and old anchors competed head-on with traditional e-commerce companies such as Tmall, JD.com, and Xiaohongshu. How was the result?

Li Jiaqi: The first day of Double Eleven saw over 10 million viewers and Huaxizi's sales reached nearly 15 million

On the first day of Double Eleven, Li Jiaqi is as strong as ever.

At 11:11 a.m. on October 24, Li Jiaqi officially started his Double Eleven livestreaming. On that day, a total of 400 products were put on the shelves in the livestreaming room, mainly beauty brands.

These include Proya, Hua Zhixiao, Hua Xizi, etc. According to Xinbang data statistics, during yesterday's live broadcast, Proya had a total of 16 SKU combinations, one of which was a face cream that sold 700,000 pieces at a price of 279 yuan; according to the sales data displayed on the front desk, Proya's cumulative GMV may exceed 900 million yuan;

The highly-watched Huaxizi brand also performed well in Li Jiaqi's live broadcast room 43 days later. According to statistics, Huaxizi has three products on the shelves, including 70,000 loose powders, 30,000 colored powders, and 3,000 beauty sets. The sales are expected to be close to 15 million yuan.

This result somewhat shows that the impact of the previous "eyebrow pencil incident" is fading, and there are still many netizens who are keen on shopping in Li Jiaqi's live broadcast room.

Luo Yonghao: Selling 20 million yuan worth of goods on a cruise, setting a record for the highest price of a single item

If Li Jiaqi's performance can be described as "steady", then Luo Yonghao, one of the new kings of e-commerce, is on the road to surpassing himself.

During the Double Eleven period, Lao Luo will travel around multiple live broadcast rooms such as Jiao Ge Pengyou Taobao, JD.com, and Douyin to contribute to the company's Double Eleven performance.

On October 24, Luo Yonghao appeared in the "Make Friends" Taobao live broadcast room and broke his own record for the most expensive item he has ever sold. It is reported that Luo Yonghao sold a "5-day, 4-night package of the large cruise ship Aida Magic City" with a price tag of 20 million yuan yesterday, breaking the previous record of the price of a single item in Hangzhou apartment of more than 2 million yuan after discount.

Simba: GMV on the first day exceeded 3.4 billion yuan

Another live streaming king, Simba, was also not idle during this year's Double Eleven. On October 21, Simba started selling products in advance. The sales of a type of bed sheet he sold exceeded 1 billion yuan. On the 21st, Simba's live broadcast GMV exceeded 3.4 billion yuan.

Rookie emerges with good results

In addition to the top anchors, some rising stars in the live streaming industry also performed well during the Double 11 shopping festival this year. For example, Douyin blogger "Qi Er" had over 10 million viewers for her first live broadcast during Double 11 shopping festival this year, and her sales exceeded 100 million yuan in the past month. In addition, "Bee Surprise Club" of Wei Ya's assistant team was second only to Li Jiaqi's live streaming room in terms of sales exceeding 100 million yuan the fastest. "Seven Boss", an anchor under Crazy Xiao Yangge, now has over 5 million fans, and her sales exceeded 100 million yuan in September.

Let’s take a look at the performance of several major e-commerce platforms on the first day of Double Eleven.

Xiaohongshu: The first buyer with sales exceeding 100 million yuan is born

On October 20, Xiaohongshu e-commerce delivered its first Double Eleven performance this year.

On October 15, buyer Zhang Xiaohui's live broadcast sales exceeded 100 million yuan, becoming the first buyer on Xiaohongshu to achieve sales of over 100 million yuan. Data shows that 26 brands achieved sales of over 1 million yuan during the live broadcast, of which 5 brands achieved sales of over 5 million yuan; and one hair care brand achieved sales of over 10 million yuan in a single broadcast.

JD.com: The number of orders and orders completed in 10 minutes increased by more than 4 times year-on-year

According to JD.com, at 8 p.m. on October 23, JD.com’s Double Eleven promotion started spot sales. In 10 minutes, the number of users placing orders and the number of completed orders increased by more than 4 times year-on-year, and the sales of 10 billion yuan subsidized products exceeded 100 million yuan in 5 minutes.

The number of JD.com's 10 billion yuan subsidized products participating in Double Eleven this year is twice that of 618.

Tmall: Transaction volume increased by more than 200% year-on-year within 1 hour, with more than 1,300 brands‍‍

On Tmall, at 8 pm on October 24, Tmall opened pre-sales for the Double 11 shopping festival. Within one hour, more than 1,300 brands saw their sales increase by more than 200% year-on-year, and nearly 700 brands saw their sales increase by more than 500% year-on-year. Domestic beauty products, iPhone 15 and other products were popular among consumers.

03 E-commerce + anchor =? ‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍

This year’s Double Eleven gives people the feeling of “rolling”.

Sanyan previously introduced the Double Eleven gameplay of major platforms, please see "How do various platforms play Double Eleven this year? E-commerce goes left, anchors go right". It can be seen that this year's Double Eleven has two main features.

First, e-commerce platforms began to take a simple and crude approach - low prices.

For example, Tmall focuses on “the lowest price on the entire network”; JD.com emphasizes spot sales while also offering 10 billion yuan in subsidies; Suning has added 10 billion yuan in subsidies for the first time while also providing price guarantee services.

Second, the anchors’ involvement this year is deeper and more obvious.

For example, during the Double Eleven period, Li Jiaqi held countless live broadcast activities; Oriental Selection launched a paid membership system; and Simba’s goal is to reach 10 billion.

Sanyan previously analyzed that this year's Double Eleven, "e-commerce is doing subtraction, anchors are doing addition." E-commerce returns to the low-price route, while anchors provide more refined and diversified services.

In the past, e-commerce was criticized for "Double 11 gameplay is too complicated", but this year it is no longer the case. Facing competition, e-commerce companies must return to their original intentions. "Low price" has always been the killer of the top anchors, and during Double 11, the anchors are doing refined operations on this basis.

Therefore, when e-commerce starts to take the "lowest price" route, it is bound to clash with the anchors; at the same time, under fierce competition, the "water" of e-commerce is becoming more and more transparent, which has also promoted the development of the industry from a long-term perspective.

What do you think of this year's Double Eleven? Welcome to leave a message.

Author: DorAemon; Public account: SanyanPro