increased subsidies, many e-commerce platforms launch double 11 investment conference丨new economy observation
2024-09-27
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cover news reporter fu wenchao
on september 26, taobao's tens of billions of subsidies and juhuasuan held a double 11 investment promotion conference and announced cost reductions for all merchants. merchants who participated in taobao's tens of billions of subsidies during the double 11 period will have 100% of their tmall commissions returned. at the same time, the newly released fully managed product "ten billion stars" is open to registration for all merchants, providing merchants with guaranteed growth during double 11.
this year's double 11, taobao's tens of billions of subsidies and juhuasuan will increase subsidies, invest tens of billions, issue large consumer coupons and red envelopes frequently, and increase tens of millions of traffic increments in public channels. at the same time, in order to help all merchants reduce costs, taobao’s tens of billions of subsidies will provide merchants with 100% tmall commission refunds.
it is understood that since the launch of the new managed product "ten billion stars" nearly a month ago, nearly a hundred merchants have participated in internal testing, covering industries such as food, fmcg, pets, medical, and clothing, and have achieved varying degrees of business growth. . wu ge, head of tens-billion subsidy marketing for juhuasuan and taobao, said that this year’s double 11 “ten-billion stars” will provide customized double 11 exclusive growth plans for different merchants.
at the investment conference site, as the first marketing position for the taobao brand explosion, juhuasuan also upgraded its brand and launched the latest joint brand promotion plan "ten billion jutou" - joint promotion by exchanging internal and external resources with merchants. use high-quality resources to feed back merchants, obtain greater advertising value, and increase business growth. yi xin, head of the juhuasuan user product center, said that the "ten billion jutou" resource replacement cycle is flexible and covers all scenarios inside and outside taobao. it is especially suitable for brand merchants who want to expand their marketing volume during this year's double 11.
in fact, recently, kuaishou and jd.com have also launched the “double 11” merchant conference. on september 19, kuaishou held the 2024 "double 11" merchant conference and announced the official launch of the "double 11" investment promotion. for this "double 11", kuaishou e-commerce will provide 20 billion traffic subsidies, 2 billion user red envelopes, and 1 billion product subsidies.
on september 20, jd.com’s “11.11” merchant ecological partner conference was held in beijing. jd.com stated that it will continue to bring hundreds of billions of new traffic to merchants through "tens of billions of subsidies for factory goods," 1 billion of live broadcast subsidies, and 100-billion-level advertising bonuses. at the same time, jd.com’s “11.11” will provide merchants with service support at merchant training, finance, logistics, insurance and other levels, effectively reducing merchants’ store opening costs and reducing merchants’ burdens and increasing revenue.
industry insiders believe that taobao, juhuasuan, jd.com, and kuaishou’s “double 11” warm-up shows their ambition to sprint into the e-commerce market. this move not only provides strong support to merchants, but also indicates that e-commerce platforms will set off a new round of shopping frenzy during this year’s “double 11” period.
