What happened to the super-long double 11 from one day to one month？
Text/Feng Lingling Xia Bin
This year’s "double 11" promotion is even longer.
Tik Tok took the lead in launching the "Tik Tok Shopping Mall double 11 Enjoy Good Things Festival" on October 8th. Taobao, Tmall, JD.COM and other e-commerce platforms also launched a big promotion about 10 days earlier than in previous years. This year, the "double 11" activity cycle of major platforms has been extended to about one month.
Tmall: The turnover of 589 brands exceeded 100 million.
At 24: 00 on November 11th, Tmall "double 11" closed in 2024. The turnover of 589 brands in the whole cycle of "double 11" exceeded 100 million yuan, a year-on-year increase of 46.5%, setting a new historical record. Among them, the turnover of 45 brands, such as Apple, Haier, Midea, Xiaomi, Nike and Wuliangye, exceeded 1 billion yuan, and the trendy brand Mihayou, the beauty brand Tom Ford, Kelijin and the Belgian fish oil brand WHC were among the "100 million yuan clubs" of Tmall double 11 for the first time.
Taobao’s live broadcast transactions reached 119 live broadcast rooms, a record high, of which 49 live broadcast rooms exceeded 100% year-on-year. This year, the overall transaction amount and the number of users who purchased Taobao live broadcast of "double 11" achieved a substantial year-on-year increase.
However, the preferential rules of Taobao Tmall, such as cross-store coupons over 300 minus 50, 88VIP coupons over 3000 minus 240, and beauty super coupons over 280 minus 200, are dazzling, and it is more complicated to superimpose various coupons with different use thresholds.
JD.COM: The number of shopping users has increased by more than 20% year-on-year
As of 23: 59 on November 11th, in 2024, the number of shopping users in JD.COM on November 11th increased by over 20% year-on-year, and the order volume of live broadcast in JD.COM increased by 3.8 times year-on-year. The turnover of over 17,000 brands increased by over 5 times year-on-year, and the turnover of over 30,000 small and medium-sized businesses increased by over 2 times year-on-year.
During the period of 11.11 in JD.COM this year, Jingdong Logistics continued to expand the service scope of "express delivery to the countryside" and "delivery, loading and unpacking" of large items. Nearly 300 remote towns and villages such as Resuo Township in Gyangze County, Tibet, Pilale Township in Akto County, Xinjiang, and Yangmei Yi, Miao and Hui Township in Liupanshui, Guizhou have joined Jingdong Logistics’ own distribution scope. Consumers here can not only enjoy the home delivery service of Brother JD.COM, but also send agricultural products through Jingdong Express.
In addition, nearly 200 towns and villages in remote areas, such as Huoyanshan Town in Turpan, Xinjiang, Tuoba Township and Tingka Township in Ganzi, Sichuan, Paiyang Township in southeastern Guizhou, and Baijia Township in Pingxian County, Ankang Town, Shaanxi Province, can enjoy the one-stop on-site worry-free service of sending, installing, disassembling and collecting large household appliances of Jingdong Logistics, and participate in activities such as "trade-in".
Pinduoduo: 10 billion subsidies bless global good things
On the opening day of China International Import Expo(CIIE) this year (November 5th), Pinduoduo subsidized 10 billion yuan to hold live broadcast with goods, and moved more than 70 selected goods from nearly 20 countries around the world into the live broadcast room.
That night, with the support of tens of billions of subsidies, more than 30 million netizens snapped up the world’s good things such as Tanzanian cashew nuts, Norwegian mackerel and Ethiopian coffee. At the end of the live broadcast, the host also arranged for some international big-name star products to return.
"With billions of subsidies, international brands have found a broader market. These global good things have also enriched the supply of platforms, allowing consumers to buy all over the world at a lower price without leaving home. " The person in charge of the 10 billion subsidy said that the 10 billion subsidy will continue to increase subsidies for good brands at home and abroad, so that consumers can buy global good things at a more fragrant price.
Tik Tok: Half-way promotion volume broke out.
At present, Tik Tok has not released the overall "double 11" campaign report, but judging from the previously released "interim results", the sales this year are ideal.
Wei Wenwen, president of Tik Tok E-commerce, said that from October 8 to 29, the overall GMV of the platform broke out strongly, and the outbreak of the shelf yard was more prominent, with the mall GMV increasing by 91% and the search GMV increasing by 77%.
Aauto Quicker: Gold jewelry and household appliances are selling well.
With the help of platform subsidies and state subsidies, gold jewelry and household appliances have become the hot-selling categories of Aauto Quicker "double 11".
According to the data of the first half of the promotion, gold jewelry became the first category in the overall GMV of Aauto Quicker platform from 17: 00 on October 19th to 20th. It has become a new trend for young people to save golden beans in Aauto Quicker. On October 19th, the GMV of Aauto Quicker store of Emerald Jewelry reached tens of millions, and golden beans accounted for as much as half. In October, the newly settled businesses in Aauto Quicker received abundant money, with GMV exceeding 10 million yuan in the first week. At present, there are over 20,000 short videos related to saving golden beans in Aauto Quicker Station.
Yu Yang, the person in charge of the Aauto Quicker platform of Emerald Jewelry, mentioned that the Aauto Quicker platform has advantages in the coverage of users in the north, and the base of people who buy gold in the north is larger, and the unit price of consumers is higher. "For example, users in the north like to buy products with heavier grams, and men’s goods also sell well."
With the help of state subsidies, from 17: 00 on October 19th to 20th, the number of Aauto Quicker users participating in state subsidies for trade-in exceeded 1.3 million. On the first day of state subsidies, GMV increased by 670% compared with this year’s "618". From October 19th to 29th, washing machines, refrigerators and smart beds became the top three categories of state-subsidized sales in Aauto Quicker.
Little Red Book: The rapid growth of business buyers
Different from the traditional e-commerce platform, the number of business buyers with a turnover of over 10 million during the "double 11" of Xiaohongshu increased rapidly. A group of "post-95" and "post-00" managers are running business in Xiaohongshu e-commerce and growing rapidly.
In this year’s "double 11", Xiaohongshu e-commerce chose not to do traditional promotion, but to return to the user experience and create a shopping spree that is "easy to shop, fun and easy to buy". During the event, around more than 1,000 treasure shops showing various lifestyles, Xiaohongshu E-commerce built five theme blocks and launched rich activity incentives to bring new business to merchants and buyers on the platform.
Bilibili: UP main video drives tens of millions of turnover.
This year’s "double 11" is a big promotion. As the blue ocean of e-commerce traffic, Miley (bilibili) invested 3 billion traffic to support high-quality grass planting content, and joined hands with Tmall to open 10,000 UP main live broadcasts and special shows with goods.
The main output content of bilibili UP not only provides decision-making help for consumers, but also brings real business transformation to businesses. According to statistics, 500,000 fans’ digital UP master @ has a good screen, and the purchase of Raiders video on a single monitor has driven nearly 10 million yuan in order turnover in the first half of the "double 11" promotion.
On the day of the launch of the Great Promotion on October 14th, the number of people searching for "double 11" related keywords in bilibili Station increased by 570% year-on-year. The promotion related contents such as "shopping strategy", "double 11 pit prevention" and "must see before buying" have attracted the attention of young people. As of the first half of the promotion, the industries with the fastest year-on-year growth in bilibili’s total commodity transactions were digital home appliances and clothing accessories, both of which achieved over three-digit growth; The odd number of transactions of consumer goods of 5,000 yuan and above also increased by more than three digits year-on-year.