October 31st is the day when many e-commerce platforms "double 11" promoted the payment of the final payment. With the launch of "the final payment person", the promotion of "double 11" reached its first stage climax in 2023.
On November 1, multi-platform disclosed the first round of sales battle report. It went on sale at 8: 00 pm on October 31, and the turnover of 155 brands on Tmall exceeded 100 million yuan per second; JD.COM Billion Subsidy Channel was officially launched. Less than 4 minutes after the opening, the channel’s turnover was declared to have exceeded 100 million yuan.
According to industry insiders, "double 11" is still an annual event to stimulate consumers’ enthusiasm for shopping, and the growth of domestic consumption potential is certain. Consumers pay more attention to the consumption experience and the real value of goods, and brands need to continue to do a multi-level market with deep and thorough consumption.
"Dopamine economy" has become a new hot spot of consumption
The reporter learned from Tmall that at 8: 00 pm on October 31, Tmall’s "double 11" was officially put on sale, and 155 brands including Apple, Haier, Midea, Huawei, Fila, Xiaomi, Polaiya, Lin’s Home, Nike and Little Swan broke through 100 million yuan. In the first hour of the sale, the turnover of 71,900 brands exceeded the first day of last year.
"Dopamine economy" has become a new hot spot of Tmall double 11 consumption, and consumers are willing to pay for happy consumption that can please them. Tmall "double 11" was on sale for 1 hour, and the e-sports keyboard axis rose by 600%; Cycling is very popular, with motorcycle turnover increasing by 101% year-on-year, road bicycle turnover soaring by 300%, bicycle watch and accessories increasing by 230%, and cycling, skiing and out shoes clothing increasing by 300% year-on-year.
In recent years, consumers’ recognition of domestic beauty brands has continued to increase. Tmall platform data shows that many domestic brands have ushered in several times of growth. Among them, Juzi Bio can pre-sell in the United States for 4 hours, exceeding the full cycle of double 11 in 2022, and its collagen rods sold more than 300,000 pieces in 3 hours; The 4-hour pre-sale of Kelijin exceeded the full cycle of "double 11" in 2022, which was 8 times higher than the first day of 2022.
The strong growth of mobile phone digital home appliance industry has brought some confidence to the recovery of consumer electronics. Tmall "double 11" sold for the first hour, and the turnover of 4,791 brands exceeded that of last year. Citywalk’s city stroll also brought fire to digital micro-orders and retro cameras. In the first hour of sales, the turnover of digital micro-orders was nearly 100% year-on-year; "Black technology" represents a 400% year-on-year surge in 3D printing equipment. Xiaomi Group released data, and Xiaomi’s latest flagship mobile phone Xiaomi 14 series was officially launched on October 31. It took only 5 minutes, and the sales volume soared to 6 times of the total sales volume of the previous generation Xiaomi 13 series.
JD.COM’s "double 11" promotion has been launched since 8 pm on October 23rd. According to the data of JD.COM platform, in the week since the spot sale on October 23, the number of individuals and self-employed shops that participated in the big promotion activities and achieved business growth increased by more than 11 times compared with the same period of last year; JD.COM’s tens of billions of subsidized channels have produced more than 1.2 million explosive products, and the scale of channel users has increased nearly five times compared with June this year; In a week, the sales of nearly 30 brands exceeded 1 billion yuan, the turnover of nearly 15,000 brands increased by more than 5 times, and the turnover of nearly 9,000 brands increased by more than 10 times.
Live broadcast with new force
The live broadcast room is still the key sales field for each platform. Previously, Taobao Live said that compared with the previous strong investment in head merchants and anchors, this year Taobao Live provided corresponding support policies for different types of merchants and anchors. For example, for merchant store broadcasting, the "merchant super broadcast plan" was proposed, which was the strongest annual incentive policy, aiming at helping merchants grow rapidly.
The data shows that after 8: 00 pm on October 31, 29 live broadcast rooms of Taobao Tmall platform were sold, and the turnover exceeded 100 million yuan. Store broadcast became a new dividend for brand growth, and the turnover of 280 live broadcast rooms exceeded 10 million yuan.
In JD.COM, the official live broadcast room in JD.COM has set off a new wave of bringing goods this year. The purchasing and sales personnel personally went off to set up a live broadcast in the conference room, shouting slogans such as "no pit fees, no commission for talents". According to reports, since the launch of "double 11" in JD.COM, more than 140 million consumers have poured into the "official live broadcast room for purchasing and selling in JD.COM". Among them, the first week’s turnover of JD.COM’s home appliances and 3C digital live broadcast rooms increased by 10 times compared with the same period of last month, while the first live broadcast of JD.COM’s supermarket created tens of millions of viewing records.
"Low price" is indeed the most distinctive label of live broadcast with goods in consumers’ minds, and it is also one of the core competencies that major anchors with goods hope to build. However, in order to lock in "low price", competition "friction" between platforms occurs from time to time.
Some places have noticed this phenomenon and made efforts to guide the development of industrial compliance. According to the website of Hangzhou Municipal Bureau of Justice on October 30th, Hangzhou will compile a series of compliance guidelines for key industries, among which "Compliance Guidelines for Live E-commerce Industry (Draft for Comment)" has been publicly solicited for comments and suggestions from all walks of life, and the time for feedback and suggestions is before November 6th, 2023. The exposure draft stipulates that live broadcast e-commerce practitioners may not require merchants to sign a "lowest price agreement" or take other agreements, decisions or concerted actions that exclude or restrict competition, except those that do not constitute a monopoly agreement according to law; Live e-commerce practitioners should compete fairly, and they should not compete viciously by means of high salary, fictional data, and one-sided comparison.
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