How will each company play on Double Eleven this year? E-commerce goes left, anchors go right

This year's "Double Eleven" promotion is coming again. So what kind of gameplay and strategies will the e-commerce platforms and live streamers use in the upcoming promotion? It can be seen that this year, e-commerce platforms are more inclined to "subtract", while live streamers are more inclined to "add". In this article, the author makes an analysis and summary, let's take a look.

In recent years, with the emergence of various shopping methods such as live streaming and the evolution of consumption concepts, the popularity of e-commerce promotions is far less than before.

The promotional gimmicks of spending a certain amount to get a discount, grabbing red envelopes, and staying up late to shop are gradually being reduced, and shoppers are becoming more rational.

So, in the face of new consumption trends, how can major e-commerce platforms and top anchors come up with new ideas? Let’s take a look.

First of all, the main force of Double Eleven is the e-commerce platforms.

1. Taobao Tmall: Focus on "the lowest price on the entire network"

Recently, Taotian Group announced at the Tmall Double 11 launch conference that it will set "the lowest price on the entire network" as its core goal.

In addition to the previous years' discounts, Taobao will add two new categories of products this year: "lowest prices on the entire network" which claims to guarantee the lowest prices on all e-commerce platforms during the same period, and "official instant discounts" which do not require cross-store order placement and can directly reduce the price of a single product by more than 15%. In addition, Taobao's 10 billion yuan subsidy will launch a "compensation for overpriced purchases" service.

It is understood that the biggest difference between this year's "Tmall Double 11" and previous years is the newly added event called "Double 11 Everyday Low Prices", and the corresponding marked products will receive weighted traffic.

The "Double 11 Everyday Low Price" products are four-star and five-star products among the five-star price-power products currently offered by Taobao and Tmall merchants. According to the official statement, they are the same low-priced products and the lowest-priced products on the entire network.

The lowest price on the entire network has become the core of this Tmall Double 11. Previously, "cross-store discounts" have always been the main promotional method of Tmall Double 11.

This is actually a return to the original intention of the shopping carnival. Consumers do not like the complicated rules of the game, and cost-effectiveness is the biggest attraction.

In terms of time, there is not much difference from previous years. This year, Tmall Double 11 will start at 20:00 on October 24, and two official purchase times will be set, namely 20:00 on October 31 and 20:00 on November 10.

The overall event is divided into three waves. The first wave is "Taobao Double 11 Early Purchase", the second wave is "Taobao Double 11 Good Price Festival", and the third wave is "Taobao Double 11 Carnival Day".

In terms of gameplay, while continuing the interactive forms such as red envelope guessing, treasure hunt at the venue, and surprise red envelopes, new gameplay has been added such as answering questions to win red envelopes and choosing one of two red envelopes.

In addition, a new early-start gameplay has been added to this year's pre-sale period, which will be launched at the pre-sale gameplay venue at 8 pm on October 22.

The Tmall Double Eleven promotion method of full-discount has been weakened this time, which may simplify consumers' purchasing decisions. The strategy of the lowest price on the entire network is the most direct promotional means to stimulate consumer desire.

Recently, Taobao has also opened the WeChat payment option to some users, which is also a new change for this year's Double Eleven.

2. JD.com: Mainly promotes spot sales

This year, JD.com’s Double Eleven products, prices and services have been upgraded.

The most eye-catching one is the spot sale. This year's JD.com Double Eleven will start at 8 pm on October 23. Unlike the previous pre-sales, this time the spot sale covers all categories of products such as 3C digital, home appliances, food, clothing, beauty, home furnishings, etc.

This directly reduces the long waiting time for consumers. Now that Double Eleven is no longer a matter of one or two days, the long pre-sale waiting time is very frustrating.

In terms of discount rules, JD.com has always been quite convenient. This year's Double Eleven is also the first time that JD.com will participate in the 10 billion subsidy. The 10 billion subsidy day will be ushered in at 8 pm on October 31st.

In terms of service, this year JD.com’s Double Eleven campaign has over 800 million products participating in the full price guarantee, which will last from 20:00 on October 23 to 24:00 on November 13. Some categories of products will also enjoy an extra-long price guarantee of 30 days, 90 days, etc.

For those expensive goods whose prices are easily fluctuating, this price guarantee policy is really good.

In general, JD.com focuses more on the shopping experience, whether it is the immediate sale, simple discount rules and price guarantee.

3. Suning: 10 billion yuan in subsidies + price guarantee

On October 12, Suning.com announced the marketing rhythm of this year's Double 11 at the Double 11 Partner Conference.

This year, Suning.com's Double 11 event will last for 21 days from October 23 to November 12, with three key time points: 8 pm on October 23, 8 pm on October 31, and 8 pm on November 10. During the event, there will also be 5 Big Days, 6 Super Brand Days, and 7 Super Category Days, covering the entire Double 11 event.

It is worth noting that this year Suning also joined the 10 billion yuan subsidy for the first time during Double Eleven.

In addition, Suning also emphasizes the 30-day price guarantee service for some products. Specifically, as long as you find a product with a "price guarantee" label on the Suning.com APP, you can participate in the event.

Suning also said it would keep prices as low as possible.

Although Suning is relatively small compared to Tmall, Taobao and JD.com, we can see the shadow of the former two from Suning's Double 11 strategy.

4. Xiaohongshu: First full-scale push for Double 11

At the end of August this year, Xiaohongshu e-commerce announced its development strategy, focusing on "buyer e-commerce".

Just recently, Xiaohongshu held the "2023 Xiaohongshu Double Eleven E-commerce Partner Mobilization Meeting", announcing that it will invest tens of billions of traffic support and billions of subsidies during Double Eleven, making a full effort on Double Eleven for the first time.

At the meeting, Xiaohongshu officially announced the promotion rhythm of this Double 11: the event will officially start at 0:00 on October 20 and last until November 12, which is 3 days earlier than traditional e-commerce.

The overall promotion is divided into three phases. The water storage period is from September 28 when the merchant registration channel is officially opened to midnight on October 20. The official period is from October 20 to November 11, and November 12 is the return period of the promotion.

However, Xiaohongshu’s biggest feature is its buyers. As a community for promoting products, it is different from traditional e-commerce platforms in that buyers are an important driving force for transactions.

It is understood that Xiaohongshu released "three major resources" for buyers and merchants at the meeting as well as "two matchmaking plans, three live broadcast methods, and eight support policies."

On the one hand, we increase traffic subsidies for buyers, and on the other hand, we encourage merchants to post more notes on officially designated topics through traffic support, and secondly, publish new product notes for multiple other products in the store.

In addition, in the field of notes, Xiaohongshu revealed at the meeting that it will release an AI smart note assistant during Double 11 to help merchants generate titles, texts and pictures based on products when publishing product notes, allowing merchants to publish product notes with one click.

In general, Xiaohongshu's Double Eleven is very different from traditional e-commerce and is closer to hobby e-commerce. Therefore, the focus is on content-driven transactions, with buyers and merchants as the core.

5. Top anchors on the platform: Li Jiaqi, Dongfang Zhenxuan, Xinxuan

In addition to e-commerce platforms, let’s take a look at how the top anchors who sell products operate.

Although he experienced a storm not long ago, Li Jiaqi is still the top name in the live streaming e-commerce field.

As the number one live streamer on Taobao, Li Jiaqi's live streams on Double 11 are also very rich, with special sessions every day, including beauty festival, lifestyle festival, fashion electronics festival, home decoration festival, and so on.

Currently, Li Jiaqi’s Double Eleven live broadcast event is tentatively scheduled to October 30th.

Now these live broadcast schedules are just appetizers, the real Double Eleven peak will not come until October.

Let’s take a look at Oriental Selection. The most anticipated thing is that today Oriental Selection APP officially launched the paid membership system.

It is reported that the price of paid membership of Oriental Selection is 199 yuan/year. Oriental Selection provides exclusive benefits to paid members, including 12% discount on hundreds of self-operated products, 12 membership coupons per year, 66 yuan coupon package membership gift, etc. Paid members are expected to save up to 12,000 yuan a year. Currently, there are more than 155 self-operated products on sale in the official store of Oriental Selection.

Oriental Selection also promised that if a user does not enjoy a discount of RMB 199 or more within one year after purchasing a membership, Oriental Selection will refund the remaining card fee in cash.

This can also be seen as a concrete manifestation of Dongfang Zhenxuan's multi-platform strategy. In fact, in addition to Douyin, Dongfang Zhenxuan also sells goods through live streaming on Taobao and its own APP.

The paid membership of Oriental Selection is somewhat similar to Taobao 88VIP and JD Plus. Of course, paid membership can provide users with more personalized services and increase user stickiness, but the scale of the Oriental Selection APP is still relatively small, and its success remains to be tested.

Yesterday, Simba also announced that the Double 11 event will start on October 21. Simba's goal is to sprint to 10 billion.

In the warm-up video, Simba not only released clips of major brands supporting Simba, but also shouted slogans such as "Help Simba to complete the decisive kill."

Simba also said that he has prepared 5 million gifts for Double Eleven, with prices as low as 1 yuan, including slippers, laundry detergent, etc.

From the video, we can see that Simba prepared a large venue for this Double Eleven event, which was full of people. This is obviously different from other anchors' live broadcast rooms.

Simba’s style is very characteristic of Kuaishou. He shouted “Challenge the entire network to KO the entire audience” at the top of his lungs, which was very passionate.

6. This year’s Double Eleven, e-commerce companies are doing subtraction, while anchors are doing addition

Whether it is Taobao, JD.com, or Suning, traditional e-commerce platforms are doing subtraction and returning to the original intention of e-commerce shopping - low price and high quality.

In terms of price, JD.com and Suning have both provided subsidies of tens of billions of yuan, and Taobao has also launched the slogan of offering the lowest prices on the entire network. Various preferential policies are no longer so fancy, making it easier for consumers to choose.

In terms of services, whether it is spot sales, price guarantee and other services, consumers' shopping worries are taken into consideration.

High quality and low price has become a consensus among e-commerce platforms.

Platform subtraction is another direction of consumption upgrading, which is inevitable due to commodity overcapacity and changes in industry competition.

As for the anchors who sell goods, they prefer to provide more complete services and add value.

For example, Li Jiaqi's live broadcast is very sophisticated, with a large live broadcast team, rich product categories, and high live broadcast frequency. In addition, Li Jiaqi also has his own membership service system to enhance user stickiness.

Simba and Oriental Selection are involved in the entire chain of live streaming.

Dongfang Zhenxuan has its own APP and self-operated products. It is not limited to one platform, but has blossomed on multiple platforms. Dongfang Zhenxuan tries its best to grasp more chips in the uncertainty, and keeps trying and adding around live streaming.

So far, everything is running well at Oriental Selection.

Simba has also been deeply involved in the supply chain. He has cultivated a large number of anchors who sell goods and has a considerable influence in the live streaming industry.

Platforms are committed to reducing consumers' bad shopping experience and providing more attractive prices; anchors are working hard to enrich their services and add value. In fact, whether it is addition or subtraction, the ultimate goal is to better meet consumers' shopping needs.

Who do you think will win this year's Double Eleven?

Author: Sanyan Pro

Source public account: Sanyan Pro (ID: sycaijing), providing cutting-edge information on new technology, new consumption and new future.