[Explanation] With the opening of pre-sale on major platforms, this year's "Double Eleven" also kicked off.
This year's "Double Eleven" major platforms have launched a lot of new measures. Compared with the "brain-burning games" in previous years, this year's emphasis is on direct preferential measures such as "full reduction", "guaranteed price" and "free return shipping".
[Concurrent] Liu Hui, Dean of JD Consumer and Industrial Development Research Institute
This year's "Double Eleven" is to hope that it will be more realistic. For example, in terms of promotion rules, cross-stores with all categories will receive a discount of 50 (RMB) for every 299 (RMB) full, and then this one can be enjoyed by placing an order without receiving coupons.
In terms of logistics, if there is a problem, you can enjoy full compensation within the scope of the insured price, and you can get to your account as quickly as 24 hours.
[Concurrent] Xiang Weilin, Tmall Double 11 Project Team
The price insurance service has been upgraded. From the previous price insurance within 15 days after payment, to after the final payment is paid, the entire price insurance will be guaranteed until 15 days after the event ends on November 11. The longest price insurance period has been extended from 15 days to 27 days.
In addition, our app has also upgraded the rights of freight insurance. When consumers return goods, in addition to the part that is deducted from the scope of freight insurance, the postage caused by overweight will also be free.
In addition, for the elderly user group, we have also upgraded the functions of the Taobao elder version, and equipped the elder users with exclusive manual customer service. The entrance of this customer service will also be displayed in a prominent position on the homepage, which can help users to protect their rights and provide refunds on behalf of customers. and other services.
[Concurrent] Economist Wan Zhe
Against the background of some penalties for unfair competition between platforms, the entire promotion of consumption has become more rational. For example, merchants used to have some "brain-burning" preferential policies. In the past, the rush to buy started at 0:00, and the competition among merchants was very fierce. This year, it has actually eased a little, and it has been simplified, and the intensity of promotions has become more explicit.
[Explanation] According to the observation of industry insiders, this year's "Double Eleven" expects pet consumption, men's clothing, men's skin care, and outdoor camping to become consumption hotspots.
In addition, the overall consumption shows a trend of green, healthy and rational.
[Concurrent] Xiang Weilin, Tmall Double 11 Project Team
For example, pet consumption, smart pet companion robots, smart cat litter boxes, pet smart nests, smart pet water dispensers, etc. These new products were very popular as early as this year's "618", with a year-on-year sales increase of 150%.
During the "618" period this year, the "male face economy" has grown significantly. Men's grooming has achieved a rapid growth of 20 times year-on-year. Men's styling, men's isolation, and men's foundation have all grown rapidly.
[Concurrent] Liu Hui, Dean of JD Consumer and Industrial Development Research Institute
In this "Double Eleven", we will also see consumers in green consumption, such as purchasing energy-saving, electricity-saving and water-saving products, and showing huge spending power when they trade in old products for new ones.
In addition, consumers pay more attention to the time value of consumption, such as healthy consumption, and consumption with improved capabilities such as books. During this period, we expect a relatively clear growth.
[Concurrent] Economist Wan Zhe
The health awareness of the whole people, the penetration rate of digital China is actually getting higher and higher, so everyone's demand for the market is actually more and more common, not entirely based on traditional market segmentation, such as gender and age. consumption preferences.
As far as this year is concerned, I think the rationalization and pragmatization of consumption may be more prominent than the previous two years.
[Explanation] Merchants have also shown certain confidence in the sales prospects of this year's "Double Eleven". According to the introduction of e-commerce platform personnel, the stocking volume of merchants in major industries has increased.
[Concurrent] Xiang Weilin, Tmall Double 11 Project Team
For example, such as insulation cutting boards, wall breakers, split hot pots, beriberi warmers, clothes dryers, etc., the stock (quantity) of new and popular small appliances is very high.
Some of the popular new products in Guangdong's home appliance industry started with 100,000 units.
Moreover, there are nearly 20,000 clothing companies in the Suzhou clothing industry belt. Some of them have prepared stock two months in advance. For example, some woolen coat merchants in Suzhou have stocked 300,000 pieces this year, which is 1.2 times that of last year. We have also prepared twice as much fabric as last year, and we plan to flexibly follow up on production according to the situation.
Dong Yufei reports from Beijing Expo
Responsible editor: [Luo Pan]