At the node of Double 11, anchors tore each other, platforms bid for each other, and the battle for "low prices" was staged in a good show.
Written by Xin Yi.
Produced by New Pick Business Review.
This year's Double 11 has come to an end, and the e-commerce giants still very tacitly did not announce the relevant transaction data, but replaced them with "user scale" and "live broadcast data".
As of 0:00 on November 11, a total of 402 brands on Tmall Double 11 have exceeded 100 million yuan; The total number of people in Jingdong's live broadcast exceeded 3800 million; Pinduoduo's 10 billion subsidized orders increased by 107% year-on-year.
After 15 years of Double 11, from the beginning of immature and youthful, to now mature, complex and sophisticated, once under the Internet and e-commerce "savage growth", now like a child who has passed puberty, into the growth of the "bottleneck period".
Major e-commerce giants have played the slogan of "low price" to snatch consumers, trying to return to the original appearance of Double 11 - shopping carnival, however, Mu Ran looked back and found that everything had changed.
At the node of Double 11, anchors tore each other, platforms bid for each other, and the battle for "low prices" was staged in a good show.
1. The anchor's eventful season.
The story of the dragon slayer boy is staged in the e-commerce anchor circle.
During the warm-up period of Double 11, a "floor price agreement" pushed Li Jiaqi and Brother Xiao Yang to the cusp. Brother Xiao Yang directly "tore" Li Jiaqi in the live broadcast room in the face of tens of millions of viewers, and angrily scolded Li Jiaqi for controlling prices and inventory. Brother Xiao Yang also shouted that he would go to the Anti-Monopoly Bureau to report the relevant situation.
However, with the fermentation of the matter, Brother Xiao Yang's slap in the face came quickly, and a merchant who had been in Brother Xiaoyang's live broadcast room revealed: "Brother Xiao Yang's live broadcast room has an insurance contract, and there is also a compensation amount after breach of contract - 1 million." ”
At this point, many problems such as "floor price agreement", "choosing one of two", and "holding merchants hostage" common among the head anchors in the live broadcast room have surfaced and been exposed to the public.
Li Jiaqi, who speaks for all girls, and the crazy little Brother Yang who grew up at the grassroots level, once monopolized the live broadcast market, and the former dragon slaying boy slowly grew dragon scales and became the new dragon ruler.
Whether the "floor price agreement" of the super anchor has been suspected of monopoly is currently inconclusive. However, after the incident, on October 30, the Hangzhou Bureau of Justice issued an announcement on the public solicitation of the "Compliance Guidelines for the Live Streaming E-commerce Industry", Article 5 of which clearly states that live streaming e-commerce practitioners shall not require merchants to sign "lowest price agreements" or take other agreements, decisions or concerted actions that eliminate or restrict competition, except for those that do not constitute monopoly agreements in accordance with the law.
In addition to the chaos of the ** war, Crazy Brother Yang's "vulgar delivery" caused public outrage. During the Double 11 period, its female anchor "Yellow of the Traffic Light" was wearing a Saint Laurent air cushion in the live broadcast room, with a hideous face, and frequently made vulgar and exaggerated actions.
Many netizens said that this vulgar live broadcast has seriously damaged the brand image of Saint Laurent International brand, "500 yuan looks like 9."$9".
Not only that, Brother Xiao Yang's approach is even more excessive, and vulgar remarks such as "taking out sanitary napkins" and brushing teeth on the toilet in the previous live broadcast caused strong discomfort.
"Simba", which has the same live broadcast style as Brother Xiao Yang, also fell into a **storm in this Double 11. On November 2, Simba's Douyin account was banned, and a person familiar with the matter said that Simba had repeatedly posted false information on Douyin before, insulting and insulting, and leading to war.
The anchor is in an eventful situation.
Recently, there has been a class action lawsuit on the Black Cat complaint platform for "Oriental Selection Cashback Red Envelope False Publicity". It is reported that after users place an order in the Dongfang Selection ** live broadcast room, they will get red envelopes, which can be used to pay the final payment, buy spot, etc. However, some users found that the red envelope had expired when the final payment was made.
No matter what the industry, once a supergiant emerges and the industry balance is broken, then the industry will inevitably fall into a state of disorderly competition.
With the development of live broadcast e-commerce, super head anchors have been formed, and the contradictions and compromises between anchors and anchors, anchors and platforms, and platforms have appeared in this Double 11 episode.
2. Who is the real lowest price?
Behind the melees of anchors around "low prices" on Double 11 is the battle of platforms, and the balance between live broadcast e-commerce and traditional e-commerce is striking.
In 2009, Double 11 initially attracted consumers to place orders online with "5% off ultra-low price", and now 14 years have passed, and major e-commerce platforms have turned back to the origin, and returning to "low price" has become their unanimous choice.
However, this time is different from the past, the rapid development of live e-commerce, the siege of traditional e-commerce, cats and dogs are fighting fast, the five platforms are fighting their own battles, can the e-commerce giants really return to the peak of the "carnival" with "low prices"?
Chunjiang plumbing duck prophet, behind the collective return of e-commerce to "low price" is their deep insight into the current market supply and demand, e-commerce platform is in the front line of consumption, connecting consumers and brand merchants, what consumers want most, how to stimulate consumption, they are the most sensitive.
Because of this, Ma Yun pointed out three directions for Taotian this year: return, return to users, and return to the Internet. Under the guidance of these three directions, Dai Shan, the head of Taotian Group, put forward three directions: user first, ecological prosperity, and technology-driven.
This year's Double 11 is also the first big test faced by Ali after the 1+6+N reform, under the leadership of Dai Shan, implementing the low-price strategy, setting the "lowest price on the whole network" as the core KPI, in addition to the full reduction, but also launched the "official reduction" and the "daily low price" activity throughout the whole cycle.
In terms of live broadcast, Li Jiaqi is undoubtedly the trump card of the Tao system's low-price strategy, however, there is a noteworthy new change in the live broadcast, on the first day of Double 11, 37 of the live broadcast rooms of stores exceeded 100 million year-on-year, and store broadcasts have become an important part of the live broadcast ecology.
* There have been subtle changes in the attitude towards Dabo and storecast, weakening the influence of head anchors on the platform, supporting storecasting, and putting risks in different baskets.
On the other hand, JD.com is not to be outdone. Liu Qiangdong said at JD.com's internal middle and high-level meetings in November last year: "If you lose the advantage of low prices, all other so-called competitive advantages will be zero." ”
Jingdong shouted the slogan of "really cheap",Focus on spot sales,In terms of consumption subsidies,In addition to providing cross-store 299 yuan for every full 50 yuan,20 yuan subsidy can be superimposed,It has also launched a number of measures such as double compensation for expensive purchases、Lowering the threshold of self-operated free shipping。
The two big brothers who have been in the e-commerce circle, Double 11 "** war" in addition to the perception of changes in the social consumption pattern, but also hidden anxiety about their own market share. With the rise of new e-commerce companies such as Douyin and Pinduoduo, the market share of Taotian and JD.com has been continuously eroded, and the previous "two-man competition" has evolved into today's "five-nation brawl".
Douyin links content with consumption through algorithms, changing users' minds, and the rise of content e-commerce is changing the traditional shelf e-commerce. Of course, the consumption potential of shelf e-commerce with "people looking for goods" as the core should not be underestimated, and Douyin** After nearly two years of development, the volume is also expanding. With the blessing of algorithm technology, Douyin live broadcast and ** are parallel links and development.
This year's Double 11, Douyin has also increased its investment in Douyin**, and the previous year's "Douyin Double 11 Good Things Festival" was renamed "Douyin**Double 11 Good Things Festival", the difference between the two words, the importance of Douyin ** is self-evident. In addition, during the Double 11 period, Douyin**single product** will drop by 15%, and the discount ratio will be determined by the merchants themselves, which is equivalent to Douyin only providing a platform, and merchants will actively bid to select the "lowest-priced" products.
According to late news, the total merchandise turnover (GMV) of Douyin e-commerce from January to October this year was close to 2 trillion yuan, with a year-on-year growth rate of nearly 60%.
Let's look at Kuaishou's side, on the eve of Double 11, Su Hua resigned as chairman of Kuaishou, and Cheng Yixiao took over. Cheng Yixiao has been actively deploying the e-commerce business since he took over as CEO in 2021, and in 2022, he established a business ecology committee and personally took charge of the e-commerce sector.
The overall layout of Kuaishou and Douyin is similar, live broadcast + ** walking on two legs. But the embarrassing thing is that Kuaishou currently doesn't seem to have any other super head anchors who can handle it except for "Simba". Kuaishou's entry into the game is also late, however, we can also see Kuaishou's raise in this regard. Before the opening of Double 11 this year, Kuaishou launched the first-level entrance.
Compared with other platforms, Pinduoduo has engraved "low price" into its DNA. In this "low-price war", Pinduoduo directly issued additional official subsidies on the basis of big promotions and tens of billions of subsidies, and simultaneously launched annual price reduction lists, brand discounts, direct drops of 100 yuan and other activities.
3. Anchors and platforms, looking for a balance.
In the field of e-commerce, the relationship between the anchor and the platform is similar to that between the actor and the producer, the platform provides the stage for the performance, the anchor performs on stage, and obtains the audience through his talents, and the platform obtains traffic and income from it.
There is a delicate balance between the two, which is both interdependent and conflicting interests.
On the one hand, the platform and the anchor achieve each other. Whether it is Li Jiaqi to **, Dongfang Selection to Douyin or Zhang Xiaohui, Dong Jiezhi and Xiaohongshu, in fact, at a certain stage, or even most of the time, both are in a win-win state.
For Xiaohongshu, the emergence of Zhang Xiaohui and Dong Jie provides new ideas and solutions for the realization of grass planting communities.
At the end of August this year, Xiaohongshu COO Conan shouted that "the buyer's era has come" and proposed Xiaohongshu's buyer e-commerce strategy. Zhang Xiaohui, Dong Jie, Yi Nengjing and other high-quality buyers gather in the Xiaohongshu ecosystem, different from the hustle and bustle of the live broadcast room, Xiaohongshu's live broadcast room flows with the "delicacy and taste" of the anchors, and this kind of personality charm is the key to attracting consumers to place orders.
As of November 3, Zhang Xiaohui and Dong Jie's single-game sales have exceeded 100 million yuan, and a large number of buyers with a single game of more than 10 million yuan have also grown.
The buyer e-commerce that grew out of the community has achieved a win-win situation between the platform and the anchor in this Double 11.
However, the power of the anchor and the platform is not always in a state of balance, and once the two are out of balance, one side will form a monopoly or even a monopoly pattern. No matter which side is damaged, it will inevitably pose a threat to the entire e-commerce ecosystem.
We can find that whether it is Li Jiaqi or Crazy Brother Yang, when they are strong enough to bring traffic to the brand and the platform, they will ask for higher commissions and lower **, at this time, if the platform cannot effectively regulate the interests of all parties, then it will have a negative impact on consumers, merchants and other e-commerce participants.
Chaos is the premise of all order, and great chaos is followed by great order.
In fact, the anchor and the platform have always been full of games but symbiosis with each other, and the source of this contradiction - low price, is only a special means in a special period, it is undeniable that in the next few years, low price may become the mainstream.
After 15 years of Double 11, it has entered the second half of the competition, and all the carnivals will one day return to normal. In the new stage of development, anchors and platforms also need to find a new balance.
The long-term data support of this account comes from Tianyancha