This Year, The Face Of Tmall Double 11 Is Also Changing Secretly

At 8 o'clock in the evening, tmall ushered in the double 11 without staying up late

There are no eternal rules, only eternal user feelings.

As the most important e-commerce promotion of the year, the success of double-11 to some extent determines whether the business can "receive more than three or five fights" in the whole year; And for users, they have higher and higher requirements for double-11.

For this reason, the face of tmall double 11 is also changing secretly this year.

The first change is that the opening time of double 11 is more humanized.

In the past year's double 11, the platform and businesses focused on the welfare of the platform and brand at zero point because of the difference in the unit price of the products before and after the zero point. Staying up late and waiting until zero to start shopping has become the normal life of many people during the double 11;

This year, tmall's double 11, for the first time, started pre-sale at 8:00 p.m. on October 24, bringing about two new changes: first, the whole cycle of double-11 has been shortened by four days, and the process of double-11 has become more compact, reducing the degree of fatigue combat between businesses and users; The other is that the clock of double 11 is set from zero to 8 p.m., which greatly saves the physical strength of consumers. For the majority of consumers, this is undoubtedly a more friendly move.

In fact, tmall made the decision to open at 8:00 p.m. on double 11, which was very risky.

We know that it is difficult to change one's opinion; Change a person's habit, more difficult!

In the past more than 10 sessions of double 11, the zero point opening robbery has been retained because of the welfare release point. It is also because of this, zero point open grab has become an indispensable ceremony in the hearts of many users: it seems that only after zero point opening, the taste of double 11 will be stronger.

Then, why does tmall break the tradition and advance the opening time of double 11 to 8 p.m?

The main reason is that the shopping mentality of users has changed, and the context of zero point opening has also changed fundamentally.

With the fierce competition among e-commerce platforms, especially the rise of live broadcasting platforms, in some live broadcasting rooms, users can grab the same products at a lower price than double 11. The price advantage of traditional e-commerce platforms has disappeared. In this context, the zero point opening and grabbing of "trying to cover up the gap" has lost its original significance.

Therefore, many e-commerce platforms, including tmall, simply advance the start time of double-11, start from improving user experience, and pull consumers back to the main battlefield of double-11.

27 days insurance, multi address orders, double 11 rules more transparent

Of course, the advance of the opening time of double 11 also reflects, to some extent, the decline in the attractiveness of double 11 as the only two e-commerce providers.
Analysis up, double 11 in the hearts of some users is no longer so "fragrant", there is an important reason: marketing is too strong.
In previous years, the double 11 has not yet arrived, and various complex rules about building buildings, full reduction, super red envelopes, and inflated shopping gold are full of major social platforms. These rules have a common characteristic: the algorithm is tens of millions, the routine comes to meet. At the end of the day, users will find that these so-called concessions and profits are in fact thunderous but raindrops are small. The real benefits to consumers are not so big.

For example, the platform claims to reduce 50 yuan for every 200 yuan, but it has a clear limit on the goods purchased. If it is not within the scope of the products delineated by the platform, you can't enjoy this discount at all. Under this kind of setting, the goods that meet the conditions of full reduction are not needed by consumers.
For example, many of the so-called "double 11" period can only enjoy discount, but the unit price is increased by more than 50% compared with usual. After the actual price comparison, the commodity price during the double 11 period is more expensive than usual.
All these have increased the consumer's feeling of "routine" of double 11.
At this time, only by cutting down the complexity and simplifying, and treating consumers with more transparent rules and greater sincerity, can their overall perception of double 11 be changed.
As a result, many people have found that many rules of tmall have been transparent to an impeccable level
Upgrade freight insurance: since October 19, tmall has upgraded the rights and interests of freight insurance. Users can return goods unconditionally free of freight, and even if they are overweight, they will be free of postage. This year, on November 11, we can finally return and exchange goods without any worries.

The insurance period has been extended to 27 days: previously, the price protection period of tmall was only half a month. This year, while the overall process of double 11 has been shortened, the longest price protection time has been extended to 27 days, giving users more time to observe the price protection.
That is to say, in the nearly one month after placing an order, if users find that the price of goods paid during the double-11 period has been reduced and they feel that they have "bought too much", they can strive for more benefits for themselves through the new insurance rules.
In view of the common concern of consumers that prices should be raised first and then reduced during the promotion period, tmall has also offered the "strictest" punishment method in history: once such behavior is found, those who fail to rectify in time will be directly kicked out of the double 11 activity!
It is worth mentioning that this year's double 11, tmall also launched a more humanized measure: multi address merge single function.
In fact, when shopping on double 11, many consumers also want to "bring a copy" for their family and friends when they encounter the goods they like. They just give up because they are subject to the fact that they are in different places with their families and friends and it is very difficult to operate. This year, tmall launched the multi address merge order function, which can directly add different addresses for different products, and then merge them into one order to place an order. It can be said that the user insight has been achieved.
With the changing times, find a new breakthrough direction
During the "double 11" period, orders broke out on a large scale, which put forward higher requirements for logistics services.
For logistics services, tmall launched the double 11 logistics plan this year to comprehensively guarantee the smooth flow of logistics during the double 11 period from different aspects.
First of all, the distribution team of tmall double 11 is even larger.
In addition to being the "standing army" of tmall double 11, in the context of breaking through the boundaries of the Internet, this year's tmall double 11 also has some new faces, such as Jitu, Debang, etc., which is a new situation that the previous double 11 did not appear. The huge logistics distribution team brings stronger transportation capacity, and jointly speeds up tmall double 11.

Secondly, the service mode is more flexible.
In view of different customer service needs, tmall double 11 is more diversified in terms of logistics and distribution modes this year: it wants to receive the new bird direct delivery with higher matching efficiency for the products ordered by double 11 at the first time; Users who can't find time to receive goods can choose the rookie post station; We want to take advantage of the double 11 to replace and upgrade our home power, and we have deppon logistics's special delivery service for large items.
What's more, service guarantee is more powerful.
This year, tmall double 11 launched a big action in service guarantee: automatic compensation service for delayed delivery, which is also unique in the logistics and logistics services of previous double 11. At the same time, various express companies have launched the "double 11" operation room to comprehensively and real-time supervise the logistics performance from the aspects of delivery signing and receiving, etc.

Only with the changing times can we find a new breakthrough direction.
On the whole, there is no need to stay up late, the price protection service is upgraded, the rules are more transparent, and the logistics is more secure. The reason why tmall double-11 holds out such "big moves" is mainly because the times are changing, the service needs of consumers are changing, and the service of the platform must also be changed.
It is worth our expectation to keep pace with the times!