this year's "double eleven" major platforms how to play e-commerce platforms have begun to prepare for the war and introduced preferential policies for merchants
2024-09-30
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there is still more than a month left before "double eleven", and major e-commerce platforms have begun to prepare for the event. recently, platforms such as tmall, jd.com, and kuaishou have introduced preferential policies for merchants.
"double eleven" has entered its 16th year. what is different this year? what are the new initiatives of the major platforms?
it is not yet known what kind of discounts consumers will receive, but judging from the investment policies of major platforms, this year's "double eleven" is no longer just about "low prices", and merchants have become the key targets of the platforms.
this year’s “double eleven” is ahead of schedule, and the promotion cycle is lengthened
this year’s annual shopping feast seems to have started earlier than in previous years.
on september 20, the 2024 jd 11·11 merchant ecological partner conference announced that it would enter the preemptive purchase phase at 8 pm on october 17. this start time is one week earlier than last year. the preemptive purchase phase will be followed by jd.com’s “double eleven” important ip “ten billion subsidy day” which will start at 8 pm on october 31st. after this there is a special period, a climax period and a return period.
jd.com said it hopes to help merchants obtain more sales increases through a longer activity cycle. consistent with the past, jd.com’s “double eleven” is already a spot sale during the preemptive purchase stage.
kuaishou also held a “double eleven” merchant conference on september 19. kuaishou's "double eleven" full cycle is divided into five stages, namely the preparation period, the warm-up period, the good start, the category day, and the carnival day. on october 16, kuaishou’s “double eleven” entered the warm-up period, and october 18 to november 11 was the official cycle of kuaishou’s “double eleven”.
in addition, public information shows that suning.com announced at the 2024 "double eleven" merchant conference that it will launch the "double eleven" promotion on october 17, and will launch advance sales on a spot basis from october 23 to 25. rush to buy. then it will enter the good start stage at 8 pm on october 30, then start the category rotation, and usher in the explosive period at 8 pm on november 10.
obviously, from a node point of view, the cycle of big promotions is getting longer and longer.
no longer simply looking for “low prices” to expand business and reduce costs
during last year's "double eleven", various platforms played the "low price" card and used slogans such as "the lowest price on the entire network" and "really cheap" to seize consumers. this year, the trend seems to have changed. it no longer simply competes at low prices, but instead focuses on wooing merchants and increasing merchant support.
judging from the information released so far, this year's "double eleven", major platforms have launched a series of discounts to help merchants expand their business and reduce costs.
for example, tmall's "double eleven" will fully realize commission-free sales and store broadcasts, and will also unbundle freight insurance for taobao merchants to comprehensively reduce operating costs. at the same time, merchants will be provided with “zero handling fee and extremely fast repayment service”. in other words, for orders placed during tmall’s “double eleven” period, as long as the merchant delivers the goods, the payment can be recovered immediately. this will effectively alleviate the financial pressure on merchants, especially small and medium-sized merchants on taobao, during the major promotion period.
in addition, this year tmall will also invest an additional 30 billion in consumer coupons and red envelopes on the basis of full discounts and instant discounts to comprehensively facilitate transactions; it will also invest 10 billion in purchasing traffic and cooperate with more than 200 internet platforms to comprehensively expand business opportunities for merchants. passenger flow.
jd.com and kuaishou have adopted similar policies.
as for jd.com, this year’s “double eleven” 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 billions of advertising bonuses.
at the ecological partner conference, jd.com even launched the slogan of “more traffic, faster operations, better services, and lower costs”, focusing on helping merchants reduce costs and increase efficiency, and help merchants obtain more sales increases. .
during this "double eleven" period, kuaishou e-commerce will provide 20 billion traffic subsidies, 2 billion user red envelopes, and 1 billion product subsidy bonuses to help merchants and talent partners achieve global collaboration and overall growth.
from "low prices" to expanding business and reducing costs, is this a shift in e-commerce competition? let’s wait and see what happens during this year’s “double eleven”.
