kuaishou double 11 2024 business promotion launched
2024-09-25
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chao news client reporter lou chun
on september 19, kuaishou e-commerce held the 2024 kuaishou double 11 merchant conference and officially announced the launch of double 11 business invitation. during this double 11, kuaishou e-commerce will provide 20 billion traffic subsidies, 2 billion user red envelopes, and 1 billion product subsidies, and work with merchants and influencers to bring users cost-effective and low-priced goods, and achieve commercial growth for merchants, influencers and platforms on multiple ends during double 11.
the theme of this merchant conference is "full-area collaborative global growth". the relevant person in charge of kuaishou's e-commerce platform gave a comprehensive explanation to merchants and influencers about this year's kuaishou double 11 traffic policy, marketing nodes, operational support, as well as interactive gameplay, subsidies and benefits for users.
short videos, live broadcasts, and shopping malls are fully coordinated, and top, mid-level, and bottom-level influencers grow at all stages
the entire kuaishou double 11 cycle is divided into five stages, namely the preparation period, warm-up period, opening day, category day, and carnival day. starting from september 19, kuaishou double 11's full network investment promotion was officially launched. on october 16, kuaishou double 11 entered the warm-up period, and users can start to buy their favorite goods in advance. from october 18 to november 11 is the official period of kuaishou double 11. the platform will provide opening day activities such as the network-wide hot-selling hot-selling items and the new product big day, and set up category day promotions such as the smart life festival, warm clothing festival, and winter beauty festival, as well as user carnival benefits in the sprint stage such as large-value red envelopes and 72-hour non-closing hot-selling items.
in order to help merchants and partners achieve efficient growth during double 11, kuaishou e-commerce will provide 20 billion traffic subsidies, 2 billion user red envelopes, and 1 billion commodity subsidy bonuses during this double 11 period, helping merchants and talent partners achieve full-domain collaboration and overall growth. kong hui, head of kuaishou e-commerce's c-end product department and double 11 promotion, said that through the traffic and subsidies of this promotion, kuaishou e-commerce will help all merchants and kuaishou seize the opportunity of full-domain resonance, ride the wind, and gain new business.
during the promotion period, the platform will provide targeted support to four groups: large-scale merchants, mid-level merchants, small and medium-sized merchants, and shelf merchants. for example, for large-scale merchants, the platform will provide high subsidies through category day activities, provide exclusive traffic for explosive venues, combine big-name subsidies and sky-dropping red envelopes in the live broadcast room, as well as traffic support from the fuyao plan and the chuanliu plan, and combine product functions such as fan shopping groups and 10,000-person groups to help large-scale merchants achieve efficient explosive growth.
in the live broadcasting field, the platform will provide long-term support for the growth of new merchants throughout the entire cycle. during the cold start period of the first broadcast of a new merchant, the platform will use natural traffic to help merchants start the cold start with 0 fans, and the cold start traffic coverage rate will exceed 95%; after the cold start stage, the platform's new merchant sailing plan will provide more than 100 billion traffic throughout the year to help merchants grow rapidly; when merchants grow to a certain stage, the fuyao plan will provide more than 70 billion traffic throughout the year to drive merchants to continue to grow. in addition, during the promotion period, the fuyao plan will usher in updates and iterations, and the fuyao plan traffic will fully cover merchants with a single gmv of more than 300,000, bringing more certain traffic support to merchants.
during this double 11, kuaishou e-commerce will efficiently coordinate across all fields including short videos, live broadcasts and shopping malls, combining key gameplay such as red envelopes from the sky, surprise red envelopes, hot-selling subsidies, and group sales of 10,000 people, as well as key products such as new/scarce products on the entire network, user-minded products, hot-selling products, and brand bestsellers. in addition, it will cooperate with the traffic policies of the short video star-grabbing plan, follow-up page traffic support, head merchant incentives, and mid- and tail anchor support plan to help merchants achieve deterministic growth.
as an important field for full-domain collaboration, the gmv of the pan-shelf field with kuaishou mall as the core has continued to grow for several quarters. during the 618 promotion, the gmv of the pan-shelf field increased by 75% year-on-year. ding yuqing, head of kuaishou e-commerce mall business, said that during this double 11, the mall field will combine user gameplay, hot product strategy, and multi-field linkage to help merchants unlock new growth. on the user side, the mall will launch interactive gameplay including timed free draws, sign-in to receive gold beans, and full discount coupons and red envelopes to increase user participation. on the product side, kuaishou mall launched a million hot product plan, planning to create more than 5,000 million single products. on the field side, in conjunction with the hot-selling sessions of the content venue, the mall field will provide double traffic support, and the products will continue to convert after being broadcast on the same frequency channel of the live broadcast.
during the just-concluded 818 promotion, the gmv of kuaishou's e-commerce expert business increased by 24%. chen tianhua, head of kuaishou's e-commerce expert business, said that during this double 11 period, on the expert side, the platform will provide targeted support and operation strategies for different groups such as top, mid-level and tail experts.
for top talents, the platform will work with the talent team to plan exclusive promotional activities and challenges, attract new fans through powerful benefits and value-for-money items, and provide all-round support including customized resource rights and official honor interactions. for mid-level talents, the platform will help hundreds of mid-level talents achieve annual peaks, create thousands of million-level gmv venues, help mid-level talents provide support for traffic, goods, services and marketing, and help talents plan their own bigday. for the tail group of talents, the platform will help more tail talents participate in the promotion through official communities, city communities and high-quality third-party institutions, and obtain official support including 1 billion traffic coupons.
targeted support strategies for various industries have been launched to upgrade content, efficiency and services to help improve brand marketing efficiency
in order to better serve different types of merchant partners in various fields during the promotion, kuaishou e-commerce launched more targeted support and operation strategies for merchants in different industries during the double 11 promotion, and helped merchants gain business growth from different dimensions.
taking the consumer electronics and home furnishing industry of kuaishou e-commerce as an example, li hao, the person in charge of the operation center of the consumer electronics and home furnishing industry of kuaishou e-commerce, said that the core gameplay of this double 11 includes two parts: deterministic transaction gameplay and diversified marketing. deterministic transaction gameplay includes all in pre-sale, multi-peak outbreak, interest-free installment, old for new, etc. diversified marketing includes ceo live broadcast, key marketing projects of super brand day & big brand day, user stratification operation, water storage and weeding, multi-field joint resonance, etc. at the beginning of this year, kuaishou e-commerce consumer electronics and home furnishing industry launched a special plan for new products, providing brands with a global deterministic business position through global traffic support for new products, upgrading new product reservation gameplay, and creating exclusive marketing ip for new products.
in the past year, the gmv of kuaishou's e-commerce women's clothing and parent-child industry has achieved a year-on-year growth of more than 20%, and the number of shopping users has increased by 25%. female users in the kuaishou e-commerce field continue to pay attention to women's clothing content, which has led to a year-on-year increase of 77% in the number of comments on trendy clothing content, and a year-on-year increase of 65% in the number of clothing content creators. based on the observation of industry users, li jie, the head of kuaishou's e-commerce women's clothing and parent-child industry, gave suggestions to merchants participating in double eleven, saying that combining "content + good things" can trigger sales growth, and cultivating the needs of vertical groups is a new blue ocean for merchants to grow. in addition, september and october in autumn and winter are a good time for merchants in the women's clothing and parent-child industry to seize the opportunity to enter the market during double eleven.
if e-commerce merchants want to achieve efficient development, commercial assistance is indispensable. wang sixun, head of kuaishou's commercial brand investment center, said that during the double 11 promotion, kuaishou's commercialization will create a high-light stage for branded goods from three aspects: content upgrade, efficiency upgrade, and service upgrade, to help merchants with the double 11 promotion. among them, the focus of content upgrade is opugc integration. ogc content will work with tv stations to do tv-network linkage evening events. pgc content can be combined with kuaishou's star-shaped short dramas, drama star plans and other short dramas. new content forms of diversified highlights, ugc content can be combined with aigc challenge, and together with wool-pulling live broadcast room and other gameplay. in terms of efficiency upgrade, kuaishou's commercialization will launch innovative brand advertisements to create a big promotion atmosphere, while upgrading the strategy model to drive traffic efficiency, and help brand advertising and juxing experts plant grass. in terms of service upgrade, kuaishou's commercialization will help merchants gain insight into business opportunities, guide marketing strategies, scientifically measure results, and improve brand management efficiency through the magnetic ark.
in addition to the support for e-commerce operations and commercialization, during this year's double 11 promotion, kuaishou e-commerce will further optimize the business environment of shangda and escort shangda's business operations. wen mengqing, head of the content governance and risk control center of kuaishou e-commerce, said that during double 11, the platform will launch measures such as improving the efficiency of merchant and product review, pre-review of marketing content, high-quality shangda marketing guarantee, and official express partner guarantee. in addition, the platform has also launched a series of cost-saving measures for merchants, including one-certificate multi-store matrix operation, green pass for novice period, 0 yuan broadcast, and digital human technology empowerment.
in may, at the 2024 kuaishou e-commerce gravity conference, kuaishou clearly put forward the "user first" strategy and stated that it will work with shangda to further optimize the consumer shopping experience; at the same time, it will also help merchants and experts improve their business certainty and efficiency through the coordinated growth of global traffic and enrich the supply of low-priced goods. during this double 11 promotion, kuaishou e-commerce will continue to collaborate efficiently across the entire region to help merchants achieve overall growth and bring users a better shopping experience.
(image source: kuaishou)
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