"Double 11" May Have No More Stories To Tell

On September 7th, it's not uncommon. Jingdong held the double 11 business conference in the form of live broadcast. Immediately after that, on the morning of September 8, tmall also "revealed" the double 11 time node and general playing method, more than a month earlier than before.

The latest movements of tmall and Jingdong add a little noise to the quiet double 11.

Tmall: help small and medium-sized businesses and content may be the focus

On September 8, tmall announced that double 11 would open its pre-sale at 8:00 p.m. on October 24, the first wave on October 31, and the second wave on November 10. The opening time of both waves was advanced to 8:00 p.m.

According to insiders, this year's double 11 tmall will provide a series of surprises for consumers, and provide detailed assistance measures for the entrepreneurial development of young people and small and medium-sized enterprises.

Although the detailed rules have not yet been released, it can be predicted that this year's double 11 will continue the previous relevant support strategies. Under the background of "from trading to consumption", tmall will introduce a series of new actions during the double 11. There are two points to pay attention to, one is to help businesses, especially small and medium-sized businesses to find incremental, the other is Taobao content.

From the perspective of the structure of tmall's double 11 stores last year, 65% of the 290000 brand merchants were small and medium-sized businesses, industrial belt businesses and new brands, with the highest proportion over the years.

From the overall point of view, the overall consumption market is relatively sluggish. According to the National Bureau of statistics, the total retail sales of consumer goods from January to July totaled 24630.2 billion yuan, down 0.2% year-on-year; China's online retail sales reached 7322.4 billion yuan, an increase of 3.2%, which was 21.9% in the same period last year.

In the case of consumers' willingness and demand for high-quality goods, consumers' desire and demand can be reduced through the platform. On the other hand, in addition to the bright big brands, the growth of small and medium-sized businesses, as the "capillary" of the economy, is more important.

In the past, Taobao tmall's core concern was the transformation from traffic to transaction. However, under the slowdown of traffic and channel differentiation, how to make good use of existing traffic to maximize efficiency is an important proposition.

In recent years, Ali has been emphasizing the content of Taobao. The reason is that the consumers facing Taobao have become more dispersed and subdivided, and the traffic scattered outside the transaction has become more and more valuable.

Previously, at the 2022 Taobao live broadcast ceremony, Yang Guang, President of Alibaba Taobao tmall industry development and operation center, said that the current consumer demand is becoming diversified and professional, and consumers are more demanding, and each category needs to be more subdivided, not only to serve better, but also to have better emotional appeal. This puts forward new requirements for the traditional consumption decision-making mode.

Although the traffic of Taobao platform is slowing down, there is still a part of the traffic "redundancy" precipitated in the aimless consumers. For Taobao, it is necessary to let more aimless shopping people stay in the whole flow field, form new consumption decisions through more professional and diversified shopping suggestions, so as to obtain new business increment.

The latest change is that Taobao live broadcast announced the upgrade of 2.0. The primary measure is to realize the "big public domain connection" between the live broadcast and the first guess, shopping, search, good goods and other manual Taotao fields as well as point Taobao. In terms of traffic allocation mechanism, the main indicator of transaction is changed to double indicators of transaction and content. The live room with good content and high conversion will get more public domain traffic.

Last year, Taobao tried to launch the "grass planting machine" on double 11 last year.

"Grass planting machine" not only displays the selected products, but also floats the product categories that users may choose in real time. Click "start planting grass" to complete the targeted recommendation of good products. At the same time, the activity page shows many stars' good plants for planting grass. With the dual drainage of stars and platforms, Taobao's grass planting attribute is strengthened.

This method can help potential target consumers to find out the goods they may need in advance. The essence of grass planting is to share, and it can also enhance the activity of users.

In fact, in the grass planting scenario, one third of users will not specifically look for products, mainly relying on platform algorithm recommendation. At present, the penetration rate of live users is still at a low level. Combined with this year's double 11, Taobao tmall will have more content and traffic play.

Jingdong: adjustment of traffic distribution mechanism and upgrading of store rating index

From the perspective of Jingdong double 11 business conference, it mainly focuses on the adjustment of flow distribution mechanism, assisting small and medium-sized businesses and content-based grass planting, which is similar to the rhythm of tmall.

In terms of traffic distribution mechanism, JD focuses on content, category and search scenario.

In May this year, JD made a big logical change to the app, canceling the fixed focus map, increasing the proportion of home page short videos, channels, shops, etc., adding more goods and interest scenes to meet the needs of users, and providing more exposure opportunities for characteristic stores through content-based and algorithm recommendation.

BOE said that this year's double 11 will continue to improve the flow operation mechanism, helping businesses to increase their total channel traffic by more than 20%. Compared with the beginning of the year, the exposure of third-party businesses on the app home page has also increased significantly. This year, we will launch "11" channel and "high-quality" channel, which will enhance the transformation rate of "high-quality" and "exploration" channel, which will bring more high-quality search scenarios to merchants.

Specifically, the flow in Jingdong ecology will incline to new products, special products, potential products and top-notch goods. In terms of indicators, in addition to transactions, we also pay more attention to the comprehensive data performance of stores. For example, in the aspect of store star level, the resources of search recommendation, activity field, channel field and advertising are integrated. The higher the star level of the store is, the better the service level of the store is, and more traffic support will be obtained.

This year, Jingdong double 11 will take the star rating of stores as the standard for merchants to settle in, and businesses with 3.5 stars or above and those who buy with confidence can participate in Jingdong double 11.

In terms of supporting small and medium-sized businesses, in addition to launching the "Jingdong small store" mode for high-quality individual businesses, the "factory store" mode will focus on supporting industrial belt factories, individual businesses, farmers and college students to open stores, so as to drive the growth of small and medium-sized businesses.

It is understood that previously, JD opened more than 200 secondary categories to attract investment for "Jingdong stores". It is reported that in the second quarter of this year, the number of new businesses in JD increased by 40% year-on-year, and the goal is to achieve a 100% increase in the number of new small and micro businesses and a 100% year-on-year increase in sales

It is worth noting that this year, Jingdong double 11 has added a new planting period before the pre-sale period. In October, Jingdong will start the grass planting period. In late October, it will be the pre-sale warm-up period. This year, it will be on-line for 28 hours and play in different periods. In terms of content operation, it will add short video qualifying competition and store broadcast and delivery competition. These measures are lengthening the entire double 11 sales cycle.

However, although the game is similar, the Growth Logic of Jingdong's businesses is different. Jingdong is mainly self operated + pop, of which the main business is self operated plate. For brands, it is more direct to see the precipitation of sales data. In terms of brand new product research and development, brand equity deposition and customer transformation at the bottom, the platform and the brand side need to find a mental fit.

Double 11 without head anchor

Unlike Wei Ya and Sydney, who were registered and punished by the regulatory authorities, there are still rumors that Li Jiaqi will return soon after she disappeared on June 2. There are market news that Li Jiaqi will return in September, but this news can not be confirmed.

But when the big fish in the pond disappeared, there was no new big fish, and there was still a clear distinction.

Judging from the current head players, the live audience of lieerbei on September 7 was 6.696 million person times, the bee surprise community day of weia was stable at about 7 million person times, and the field view of Sydney "mushroom is coming" was about 5 million, which were not more than the previous head anchors.

However, Taobao live broadcast pattern is also quietly changing. Taobao left the scene in person and trained new anchors through anchor competition, official support and introduction outside the station.

Take Huige, which has exceeded ten million Gmv in two months, for example. In just two months, the number of live fans of Taobao's live account "Huige is coming" has reached 610000, and has created a record of more than ten million transactions in two consecutive months, ranking first in the new host list of Taobao live broadcasting. In "the rise of Huibao", the anchor group of "Taobao" has entered into China's top 11.

According to the 50th statistical report on China's Internet Development released by China Internet Network Information Center (CNNIC), as of June 2022, the number of Internet users in China was 1.051 billion. The user scale of e-commerce platform is gradually peaking, and online traffic is becoming more and more difficult to obtain.

In terms of the future trend, live broadcast will return to the normal commodity presentation and promotion tool attribute, and will no longer be the promotion form of ultra low price and high Gmv. And the anchor traffic will be more and more balanced, super top stream anchor will gradually fade out of the halo, a large number of mid waist anchor will be born. And the value of live broadcast will not be simply aggregated in the anchor body, but more reflected in the value of commodities and brands.

The sales cycle is lengthening, and the business is constantly dividing

Since the outbreak of the epidemic, the promotion time of tmall and Jingdong's double 11 has been gradually extended.

As for why the sales cycle has been prolonged, the head of tmall has previously responded that a longer period of time can cover more consumers and improve the shopping experience of consumers.

In fact, the increase of multiple pre-sale periods is mainly to flatten the peak and valley of sales promotion, reduce the pressure of logistics, and promote performance compensation. However, for consumers, the double 11 experience still needs to be improved, especially in terms of sales rules.

From the perspective of platforms and businesses, behind the complex rules is to sell more goods and achieve more performance growth. But from the consumer's point of view, the complicated promotion methods and complex rules can hardly damage the "balance payer".

From the performance over the years, the promotion complexity of double 11 is gradually reducing, but for many consumers, the consumption concept has changed. In the post epidemic era, consumer attitudes are becoming calm.

In terms of external environment, the situation of double 11 has changed from "competing for hegemony" to "multi-party separatism", which also impacts the inherent rhythm and potential energy of double-11.

Take Shuo Yin as an example, in the first three quarters of 2021, the Gmv of the first three quarters of 2021 increased by 7.9 times over the same period last year, reaching nearly one trillion yuan. In terms of clothing stores, in October 2021, there were 10 stores with over 100 million women's clothing on Taobao and 15 stores with shaking tone; More than 10 million women's clothing shops, Taobao has 500, Shuo Yin more than 600.

In addition to expanding the market increment with the help of live short video, Shuo Yin e-commerce has focused on shopping mall, search, shop window and other pan mall channels. However, the repurchase rate of new users of fast e-commerce has reached 10%. In September 2021, the overall repurchase rate of fast e-commerce platform has reached 70%, which is at a high level in the market.

Conclusion

The double is regarded as the most flat in 2021. Will double 11 be more insipid this year?

After experiencing a variety of routines, consumers have already smoothed down their consumption enthusiasm and returned to rationality.

In the face of double 11, the platform is also striving to return to rationality, pay more attention to the health and sustainable growth of businesses, and pay attention to the consumer experience. From the rise to the climax, and then to normalization, double 11 has completed a cycle.

Double 11, maybe there is no more story to tell.