Double 11 is here, e-commerce platforms say that their gameplay is simple, why can't you feel it?
Sino-Singapore Jingwei Client, October 21 (Chang Tao) Double 11 enters its 12th year. Consumers are looking forward to new changes, especially simpler and more interesting gameplay.
On October 19th and 20th, the two major players of Double 11, Jingdong and Tmall, launched the 2020 Double 11.
In terms of time, both platforms have stretched the Double 11 front.
JD Double 11 will start on October 21 and will last for 22 days as of November 11.
Tmall put forward the concept of "Double 11 is 3 days longer than in previous years". November 1st to 3rd is the first wave, and November 11th is the second wave, turning "Singles' Day" into "nunchaku".
However, for consumers, the length of time is not important, the most important is whether it can be "simple and rude" to save money.
A reporter from China-Singapore Jingwei noted that, considering the complaints made by consumers on the complicated rules of Double 11 in previous years, the two major platforms this year both expressed their desire to make shopping easier and make discounts more direct.
However, Double 11 has just begun after all. Whether consumers can feel the sincerity of the platform still needs time to test.
Platform: This year's Double 11 gameplay is simple
With the gradual lengthening of the Double 11 front, there are more and more complex exemption rules.
Some netizens complained, "Every year on Double 11, you have to go through an Olympiad exam." E-commerce platforms have also noticed the complaints of consumers. Therefore, in the past two years, the double 11 gameplay has been simplified, and more attention has been paid to fun and social attributes.
A reporter from China-Singapore Jingwei noted that the two major platforms that have launched Double 11 this year both stated that they would simplify the gameplay and make saving money more straightforward.
JD.com said it will make shopping easier through multiple marketing measures.
In addition to the number one Beijing post available across stores and all categories, the "Estimated Hand Price" setting on the product page will remind consumers of the discount information available to consumers, without complicated calculations, and the discounted price is clear at a glance.
On November 9th, Big Day "Wan Stores Full Reduction Day" will be the first day of the climax of the "2020 JD 11.11 Global Love Season", and the shopping spree will be started with "simple violence" preferential measures.
Tmall said that the lowest price for the whole year will be from November 1st to 3rd and November 11th. Tmall also said that Double 11 in 2020 is "the largest single-day platform in history." "Direct distribution of over 30 billion cash subsidies", specifically 4 billion cash red envelopes, 10 billion category subsidies, and 20 billion brand coupons; also includes "multiple surprise gameplay", specifically for 1 billion surprise missions. Red envelopes are issued first, followed by consumption , And 1 billion rebates, low-customer single users can also enjoy.
In addition, the game of "stacking cats" on Double 11 in 2019 continues. This year, Tmall will launch the "Super Star Show Cat Group Debut" on Double 11 this year. Consumers can claim a virtual cat and share it through operations such as feeding and friends PK. 2 billion red envelopes.
Tmall said that at least 3 million people on Double 11 this year received red envelopes above 100 yuan.
Tmall also launched activities such as "no need to receive allowances, and 40 off if you spend 300", "get 50% off coupons and large coupons every day".
Netizen: Say simple every year, is it true this year?
Double 11 kicks off, and the "hands-off party" can't hold back.
Some netizens said, "The Double 11 Woollen Group with more than 200 people has been established today (20th), and we are waiting to start the rush." Some netizens said, "With such a fast, Double 11 pre-sale will begin? Last year's Double 11 I haven't used up the things I bought." "Double 11 has indeed started, and the phone is full of promotional text messages from businesses."
Some netizens also expressed their views on the double 11 rules this year.
"Every year I say that the rules of Double 11 are simple. I don't understand every year. I don't know if this year is sincere." "After watching for a long time, I feel like a double 11 that doesn't understand the rules." "Double 11 is still honest. Just stare at 300 minus 40. I don’t understand the other rules.” “I feel that the Double 11 rules are quite interesting. Now Double 11 is already a holiday. It’s not just shopping, like raising a cat and playing games. of."
Some netizens have issued a "soul torture": I think why it is so difficult to simply spend money?
So, why don't e-commerce platforms directly cut prices during Double 11, but instead use various rules and activities to achieve discounts?
An e-commerce analyst who did not want to be named told the Sino-Singapore Jingwei client that the current Double 11 Shopping Festival is not an event on November 11, but a time period. Direct price reductions cannot achieve a continuous event effect.
In addition, many of the current Double 11 events are implemented by inviting and sharing friends, and have strong social attributes. These operations can not only enhance users' stickiness to the platform, but also spread the platform. Direct price reduction cannot achieve this effect. .
1 yuan free shipping "Tao Jing Fight" Rush to sink the market
In order to attract consumers, various platforms have launched many new moves during Double 11 this year.
For example, Tmall launched a 50% discount on buying a house and a car, and 300 stars and 400 CEOs went live on Taobao to bring the goods; JD.com organized a "JD Talk Show Conference" with talk show actors Li Dan and Li Xueqin.
It is also worth noting that on the eve of Double 11 this year, Alibaba and JD.com successively launched the "1 yuan free shipping", and "shopping" with Pinduoduo to sink the market.
On October 19th, at the launch conference of the "JD 11.11 Global Love Season" in 2020, Han Rui, vice president of JD Group and head of JD Retail Group’s platform business center, announced that JD’s social e-commerce platform Jingxi launched "1 yuan easy to use" Activities such as "Care Fragrance Festival" selected hundreds of millions of explosive products from more than 180 industrial belts, and combined 6 kinds of social gameplay represented by "Fortune Island" through industrial belt live broadcast, allowing users to enjoy "1 yuan free shipping" "And the whole process of "easy to use and fragrant" shopping experience at ease.
Earlier, on October 10th, the Taobao special edition launched the "1 Yuan More Fragrant Festival". 100 million factory shipments only cost 1 yuan to get home, and the event will continue until the end of Double 11.
It is understood that the Taobao Special Edition unites 145 industrial belts, 1.2 million industrial belt merchants, and 500,000 factories to provide consumers across the country with direct-source goods.
Wang Hai, vice president of Alibaba and general manager of Taobao’s C2M business unit, said that the “1 yuan more fragrant festival” is not only an exclusive festival for factories with industries, but also a carnival for consumer quality consumption. This will be the most important factory gold of Taobao special edition. The big promotion will be held regularly on October 10th every year.
"True Fragrant Festival" is not the first of two platforms, Taobao Special Edition and JD.com.
In July this year, Pinduoduo announced a high-profile investment of 100 million yuan to launch the first "True Fragrance Festival".
With tens of billions of subsidies, in the past two years, Pinduoduo's "True Fragrance Law" has been widely mentioned by netizens.
Public opinion big data shows that since Pinduoduo exclusively launched 10 billion subsidies in May 2019, the high-frequency vocabulary most closely related to the “tens of billions of subsidies” on the entire network is “true fragrance”.
After Pinduoduo launched the "True Fragrant Festival", the Taobao special edition proposed the "1 yuan more fragrance festival". Some analysts believe that the launch of the "1 yuan more fragrance festival" on the Taobao special edition is intended to fight for more.
However, Ali said that this move is not aimed at Pinduoduo.
A reporter from Sino-Singapore Jingwei noted that the person in charge of Pinduoduo’s "True Fragrance Festival" previously said, "Our research has found that true Fragrance is a surprising shopping experience for many consumers, and price subsidies have improved the cost-effectiveness of these products. Thereby enhancing the consumer's sense of experience."
When the Taobao special edition was unveiled in March 2020, Wang Hai once said in response to the "subsidies", "From a competitive perspective, I think Pinduoduo should also work with the Taobao special edition to achieve better technology improvements and better industries. Improve and upgrade the way to help consumers get better products, not just subsidies."
However, whether it is the "True Fragrance Festival" or "1 Yuan Fragrance Festival" or "1 Yuan Fragrance Festival", in addition to competing for consumers in the sinking market, their real battlefield is the platform to manufacturers and then to the entire industry. Competition, in the context of the global epidemic, the transfer of foreign trade factories to domestic sales has become an opportunity for e-commerce platforms to expand cooperation.
(Zhongxin Jingwei APP)
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