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there is still more than a month until "double 11", and major e-commerce platforms aresuccessivelyrecently, tmall, jd.com,quick workerplatforms such as qq.com and qq.com have introduced preferential policies for merchants.

"double 11" has come to its 16th year. what is different this year? what new tricks do major platforms have?

it is not yet known what discounts consumers will receive.however, judging from the investment policies of major platforms, this year's "double 11" is no longer simply about "low prices", and merchants have become the key targets of the platforms.

this year's "double 11" is advanced, and the promotion cycle is extended

this year's annual shopping feast seems to have started earlier than in previous years.

on september 20, the 2024 jd.com 11.11 merchant ecosystem partner conference announced that it will enter the pre-sale phase at 8 pm on october 17.

"october 17th"the launch time is one week earlier than last year.

jd.com said it hopes to help merchants gain more sales through a longer activity cycle. as in the past, jd.com will sell spot goods during the pre-order stage of double 11.

pre-order stageafterit was the "10 billion subsidy day" of jd.com's double 11, an important ip, which started at 8 pm on october 31.besidesspecial period, climax period and encore period.

in addition, kuaishou also held a double 11 merchant conference on september 19. it is reported that 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.

on october 16, kuaishou double 11 entered the warm-up period, and october 18 to november 11 is the official period of kuaishou double 11.。

in addition, public information shows that suning.com announced at the 2024 double 11 merchant conference that it would launch the double 11 promotion on october 17, and open early purchases in the form of spot goods from october 23 to 25. then it entered the opening stage at 8 pm on october 30, and then started the category rotation, ushering in the explosive period at 8 pm on november 10.

it is obvious that from the node point of view, the promotion cycle is getting longer and longer.

no longer simply offering “low prices”,expand flow and reduce costs

last year, during the "double 11" shopping festival, various platforms played the "low price" card, using slogans such as "lowest price on the entire network" and "really cheap" to attract consumers. however, this year, the trend seems to have changed.no longer simply competing on low prices,attract businesses and increase support for them.

judging from the information released so far, major platforms have launched a series of discounts on this year’s “double 11” to help merchants expand traffic and reduce costs.

for example,tmall“double 11”we will fully implement commission-free promotions and store broadcasts, and will also unbind freight insurance for taobao merchants to comprehensively reduce operating costs.“0 handling fee and fast payment service”that is to say, on tmall“double 11”for orders completed during this period, as long as the merchant ships the goods, the payment can be recovered immediately.

thisallit will effectively alleviate the financial pressure on merchants, especially small and medium-sized merchants on taobao during the promotion period.

in addition, this year tmall will invest an additional 30 billion yuan in consumer coupons and red envelopes on top of the full-reduction and instant-reduction activities.comprehensive transaction promotion; invest tens of billions to purchase traffic, and through cooperation with more than 200 internet platforms, comprehensively expand customer flow for merchants.

jd.com and kuaishou have also adopted similar policies.

as for jd.com, this year's "double 11" will continue to bring hundreds of billions of new traffic to merchants through "10 billion subsidies for factory goods", 1 billion live broadcast subsidies, and billions of advertising rewards.

at the ecosystem partner conference, jd.comit even hit“more traffic, faster operation, better service, lower cost”the slogan is to focus on helping merchants reduce costs and increase efficiency, and helping merchants gain more sales growth.

during this "double 11" period, kuaishou e-commerce will provide 20 billion in traffic subsidies, 2 billion in user red envelopes, and 1 billion in product subsidy bonuses to help merchants and expert partners achieve full-area collaboration and overall growth.

from "low price" to expanding traffic and reducing costs for merchantsis this a shift in e-commerce competition? we will wait and see on this year's "double 11".

luo yaqi, financial reporter of xiaoxiang morning news