With the official conclusion of the year-end price festival and the "Double 12" activities on other platforms, the last shopping carnival of this year has been successfully closed.
This year, the 11th "Double 12" event was cancelled and the year-end price festival was held from 8 p.m. on December 9. Although the name has been changed, the intensity of the ** activity has not decreased. At the same time, JD.com, Douyin, Kuaishou, and Pinduoduo are also competing for the home of "Double 12". At a time when the industry is adapting, major platforms are also looking for their own breakthroughs.
Increase the engagement of small and medium-sized businesses
As the first e-commerce platform to explicitly change and cancel the name of the shopping festival, Alibaba continues to increase its support for small and medium-sized businesses. According to the platform information, the Good Price Festival focuses on small and medium-sized businesses in major domestic industrial belts, helping them to quickly make explosive products and increase sales on the platform.
In the live broadcast room of the Baigou Luggage Industry Belt, a truck made of transparent bags drove into the live broadcast room, and the "conspicuous bag" men's group carried the same bag on its back to dance the subject three dances while simultaneously displaying product details.
In the live broadcast room of the Kunming flower industry belt, the price of a truckload of flowers is less than 1,000 yuan, and "whole vehicle shooting" and "single chartered car" can enjoy year-end clearance**.
In the live broadcast room of the Inner Mongolia Sheep Industry Belt, the merchants were still full of passion even outdoors at minus 10 degrees Celsius, a Hangzhou consumer took pictures of the entire fleet, and a big brother on the list took pictures of 100 sheep.
Compared with previous years, the year-end price festival has been upgraded in terms of discount strength and product scale. **According to the data, the number of orders for "official instant reduction" pallets exceeded 65 million, and the number of orders in the market below the third line increased significantly. During the Good Price Festival, the number of participating products increased by nearly 20% year-on-year, hitting a record high. Bags, wigs, flowers, snow boots, etc. have become hot-selling categories at the year-end good price festival, and 500,000 orders of Cudi Coffee's 35 yuan full-time drink exchange electronic coupons have been sold.
At the same time, during the event, the turnover of tens of billions of subsidies increased by 829% year-on-year, and the average number of daily purchasing users increased by 351% year-on-year. Among them, the transaction volume of smart wearable categories such as watches and bracelets increased by 600% over the same period last yearThe daily sales of Dyson HD15 hair dryer are stable in the first single product in the personal care and massage industry, and the daily sales increase by 360% year-on-year.
Compared with the cross-store full reduction activity of 200 yuan minus 30 yuan for **, Jingdong and Pinduoduo, Douyin e-commerce has a greater intensity of 20 yuan for every 150 yuan. During the "Douyin**Double 12 Good Things Festival", with the boom of winter consumption, the sales of thermostatic kettles, tea bar machines, and **flame heaters on the platform increased by % and 116% respectively compared with the same period last year. The search volume of the keyword "goose down" on the platform increased by 412% year-on-year. In the fresh food sector, sales of potato flour in casseroles, which are convenient for home cooking, increased by 243% year-on-year, and sales of shrimp slippery ingredients, which are commonly used in hot pot, increased by 121%.
Interestingly, compared with live broadcast sales, what Douyin wants to do more is to use the "Double 12" promotion to quickly increase the number of merchants among users with high spending power. It is understood that after the "Double 12", Douyin will also open the Douyin ** Warm Winter Good Things Festival. It can be seen that Douyin under pressure is eager to make a festival and is eager to increase the platform's e-commerce income.
It can be seen that during this year's 'Double 12', low prices are still the key strategy of major e-commerce platforms. Several fixed promotion activities every year, superimposed on the usual various ** activities, more than ten years, the platform can think of, can use the best means have been exhausted, whether it is full reduction, coupons, membership, or playing games, increasing gifts, etc., it is no longer new to consumers. Now the main focus of the platform is to return to the basics and return to the low-price strategy. Cao Lei, director of the E-commerce Research Center of the Network Economic Society, said in an interview with a reporter from the International Business Daily.
"Good price" meets consumer demand
At the beginning of this year, from "618" to "Double 11" to "Double 12", the big promotions of mainstream e-commerce platforms such as JD.com, Douyin, Kuaishou, and Pinduoduo are dominated by low-price competition. During the "Double 11" period, **Tmall set the "lowest price on the whole network" as the core goal, Jingdong played the slogan of "really low price" and "really cheap", and Pinduoduo, Douyin, Kuaishou and other platforms passed various means such as tens of billions of subsidies in order to attract consumers with more preferential **.
With the advent of "Double 12", major platforms have continued the trend of low-price competition. From the first name changed to "year-end good price festival", it is not difficult to see its determination to cater to consumers with "good price" and pay attention to practicality and cost-effective needs.
Cao Lei believes that the low-price strategy and cost-effective products are the eternal "magic weapons" for the platform to directly achieve customer acquisition, drainage, and increase GMV.
In Cao Lei's view, the low-price strategy is in line with the needs of current consumers. "On the one hand, the demand for low-priced goods is real at any stage. In the past few years, in the context of consumption upgrading, Pinduoduo has still risen rapidly with its low-price strategy and providing cost-effective products, which is enough to explain one or two. On the other hand, low price does not mean that the quality is not good, to a certain extent, it reflects people's pursuit of high cost performance, such as Pinduoduo platform also has brand *** and imported high-end products, sales are good. ”
Cao Lei believes that in recent years, affected by the epidemic, changes in the international situation and the macroeconomy, people's consumption is showing a more cautious and conservative trend, but at the same time, demand is also showing a trend of diversification, that is, people are more in pursuit of practical and cost-effective products. "Even if consumption diversifies and people's income increases, this part of the demand still exists. ”
It is worth mentioning that during the "Double 12" period, at 22 o'clock on December 9, Liu Qiangdong, founder and chairman of the board of directors of JD.com, issued a long article on the intranet, mentioning that "now the organization is huge, bloated and inefficient, and it does take time to change" "I won't lie flat, and I hope my brothers won't lie flat" and other content. What triggered Liu Qiangdong's personal response was that a JD employee pointed out that the company currently has many problems, including the complexity of the mechanismPlatform promotions need to plan the rhythm and intensity in advance;The platform ecosystem needs to give more support to pop merchants;The low-cost mentality requires everyone to implement it in place and implement it to the end.
Coincidentally, on November 29, when Pinduoduo's market value almost surpassed Alibaba's, Ali's founder Ma Yun replied on the company's intranet as a "partner Ma Yun": "I hope you will put forward more constructive opinions and suggestions, especially innovative ideas." "The era of AI e-commerce has just begun, and it is both an opportunity and a challenge for everyone. ”
It can be seen that the founders of the company still have a keen sense of smell and can perceive the multi-faceted changes in the market landscape. Cao Lei believes that taking consumer demand as the core and supporting the growth of small and medium-sized businesses is still the focus of major platforms at this stage. In terms of seeking differentiated growth, the platform is also exploring its own ways to crack it.
Reporter Liu Xuying.