This year, the "double 11" campaign, which has attracted the attention of the "chop hands party", has come. Compared with the bombardment before the "double 11" in the past, this year's "double 11" sales promotion storm does not seem to be fierce, and the propaganda efforts are relatively quiet. But under the calm surface, the undercurrent surging, Taobao, Jingdong, shuoyin and meituan platforms have become the biggest focus. This year's "double 11" is not only a big promotion node of traditional e-commerce platforms such as Taobao and Jingdong, but also a stage for short video platforms such as Shuo Yin and Kuai Shou, as well as meituan's real-time retail performance. The participation of the content communities such as xiaohongshu and station B has affected the festival atmosphere. With the Internet demographic dividend peaking, the scale of the e-commerce market has gradually reached the ceiling, which has been a dilemma for the giants.
In the past, the "double 11" was basically a match between Taobao and Jingdong. This year, Shuo Yin was strong enough to take a piece of the cake. According to AI media consulting data, Taobao has the largest number of Internet users participating in the double 11 Shopping Festival, accounting for 61.1%, followed by Jingdong and tmall, accounting for 56.6% and 51.9% respectively. As a rising star, shuoyin e-commerce has overtaken vipshop and other platforms, accounting for 28.9%. The "two giants" of Jingdong, such as Taobao, have joined the "two giants" and "Taobao" have been exposed to the crisis.
Zhang Yi, CEO and chief analyst of AI media consulting, said: "this year's" double 11 "is a huge watershed. For Ali and Jingdong, it is a continuation of their lives, and for Shuo Yin and meituan, it is life taking."
In recent two years, Shuo Yin and Taobao are often put together for comparison. Compared with previous years, fast hand, shaking tone and other short video platforms have also become the main force of the "double 11" shopping carnival. The short video giant Shuo Yin joined the "double 11" battle early. According to the data disclosed by the Douyin e-commerce, the number of "double 11" businesses in 2021 is 3.5 times that of the same period in 2020, and the number of Gmv brands reaches 577. In an interview with Tencent News, Zhang Yi said that tremor has made great efforts in the "double 11" market this year, showing an offensive trend. "Double 11" is no longer just a "cat and dog war". The addition of platforms such as Shuo Yin and meituan will make the "double 11" more exciting and intense. Taobao and Shuo Yin "grab people", content is the key to its transformation Taobao backed by Ali, with a solid position in the industry and reputation, has been doing business flow. However, with the rise of such platforms as Shuo Yin and Kuaishou, the traffic share of Taobao has been eroded, and the flow dividend of Taobao has disappeared, and the Gmv of live broadcast cannot escape the threat of decline. In 2022, Taobao changed the previous algorithm logic which was driven by transaction and rebuilt the content flow field for circulation and regeneration of traffic. Taobao live broadcast injected fresh blood into the "double 11" and used celebrities to carry out live delivery with goods, so as to increase sales. As a hot spot in recent years, live delivery with goods has attracted many businesses. AI media consulting data show that more than 90% of Chinese netizens watch live with goods to buy goods. The influence of celebrities promotes consumers' purchase intention, and the market potential of live delivery is huge. At the same time, Taobao began to "grab people" with Shuo Yin, and the two sides began a seesaw battle.
On October 20, Luo Yonghao and his MCN made a friend and said they would live on Taobao during the "double 11" period. Soon afterwards, Yu Minhong, Liu Fuhong's wife vivi, Liu siyao and other shaking tone systems were also broadcast live on Taobao. "Double 11" to invite more heavyweight and more head of the anchor, is to wait and see the market after the action.
Zhang Yi also said in an interview with Tencent News that "the anchor's participation is not an incremental market in essence, but a focus on the anchor's purchasing demand for other commodities or other platforms and other businesses." anchors can often influence consumers' purchase intention. At present, Taobao has achieved remarkable results. According to the war report data, Taobao's waist anchor and new anchor show explosive growth, and the sales volume guided by pre-sale has achieved a year-on-year growth of 365% and 684% respectively. The essence of Taobao's transformation to content is the traffic and user's duration. As one of the important supply of Taobao's content, live broadcast can bring continuous flow to Taobao. But behind the periodic achievements, Taobao's content-based transformation is far from over. After attracting people, Taobao's next step is to retain these people, but this is where the difficulty lies. The Taobao account of Wang WanFei, Liu Fuhong's wife, officially launched on October 31. Although the total number of viewers exceeded 2 million, the actual conversion rate was not ideal. It still needs some time for the new anchor and Taobao ecology to break in. Taobao data shows that in the past year, Taobao has added 500000 new anchors, and in the first two months of the "double 11", more than 100 live broadcasting organizations have settled in Taobao. For a long time, because of the iron walls formed by Li Jiaqi and Weiya, it is difficult for any new force to be born in the ecology of Taobao live broadcast. Jingdong implements new policies to deal with the impact, but the price and logistics difficulties remain Jingdong, which seems calm on the surface, is also secretly poking to compete with Li Jiaqi and Luo Yonghao. As an enterprise that has been deeply engaged in e-commerce for many years, Jingdong has accumulated a lot of experience and ensured the "authenticity" of its products by inviting manufacturers to settle in, so as to avoid the rampant situation of fake goods; Jingdong has more advantages in after-sales service and logistics service than other platforms, and has cultivated a number of middle and high-end loyal users; Through self built logistics and urban warehousing, we have built a logistics system with strong performance capability, and users have strong stickiness. According to Jingdong financial report, in the second quarter of 2022, the net service income of JD is 41.6 billion yuan (about 6.2 billion US dollars), with a year-on-year growth of 21.9%. It is not difficult to see that most users approve of JD services. This means that in order to cope with the new situation, JD will increase its logistics investment in 2022 and maintain its dominant position by taking advantage of its strengths and avoiding its weaknesses and optimizing its operational efficiency. Now Jingdong has begun to focus on the fine operation of logistics, and its business focus has shifted from sinking market to Jingdong Mall. According to the semi annual report released by Jingdong in September, electronics and household appliances are the largest business of JD. In the first half of 2022, this business accounted for more than half of the total revenue, but its year-on-year growth was the slowest among several businesses. Not long ago, news came out of Jingdong that it would launch a "special action to protect Jingdong's low price mentality". At the same time, Jingdong also launched a number of live broadcast activities, hoping to cope with the impact of pinduoduo, Taobao and shuoyin platforms, and improve the price competitiveness. Of course, Jingdong home, as a new channel of instant retail, should not be underestimated. According to the concept of "double eleven" and "online shopping platform", the concept of "instant shopping" and "offline shopping" of "Wanbao" have been expanded to "double eleven" and "online shopping platform". In this regard, Zhang Yi believes that this year's meituan's "double 11" trial of instant retailing is not a big splash, but this type of business and trend is worthy of attention. Under the influence of the development of the Internet and the epidemic situation, the demand for instant delivery of young people is increasing, and the development prospect of instant retail is broad. Zhang Yi said: "In the future instant retail sales system, online sales of small stores may account for 70%, while offline sales will account for 30%. In the next 3-5 years, instant retailing will fundamentally change the personnel composition of traditional individual businesses. More and more young people, especially college students, will join the industry. ”Meituan instant retail has great potential in the future, which will help meituan further upgrade. According to AI media consulting data, 69.1% of Internet users participated in the "double 11" because of the preferential price. It can be seen that whoever holds the price can win the hearts of consumers. The reason why "double 11" can make consumers crazy is that they feel "taking advantage of it".
As an industry giant, Jingdong still has outstanding advantages. In this "double 11", Jingdong pre-sale report card is quite eye-catching. From the official micro open data of Jingdong, the total pre-sale order amount of Jingdong household appliances increased by nearly 50% year-on-year; In terms of digital electronics, during the pre-sale period, the sales volume of folding screen mobile phones increased by more than 300% year-on-year; VR glasses increased by more than 3 times year on year; The year-on-year growth of game projection, micro single camera, game console and other categories exceeded 100%.
In addition, according to the latest financial report, in the first half of 2022, Jingdong's net income was 507.3 billion yuan (about US $75.7 billion), a year-on-year increase of 11.0%, accounting for 15.5% of the net income, a record high. This is very rare for Jingdong to obtain such achievements. After all, the pain points of JD users still exist. On October 11, 2022, in order to standardize the "double 11" promotion behavior and prevent merchants from "false discount" and "false mark price", Shanghai Market Supervision Bureau issued the "double ten one" network centralized promotion compliance guide, which put forward eight requirements to e-commerce enterprises to prohibit all kinds of unfair competition behaviors and protect the legitimate rights and interests of consumers. Due to the complaints of Jingdong, the price rise was not prominent. On the weekly complaint list on the black cat complaint platform, Jingdong is far ahead of Taobao, which ranks second with 340 complaints. Jingdong Logistics ranks fifth on the list of weekly complaints, which has affected JD's reputation and reputation. After learning from the previous experience and lessons, Jingdong began to escape from the "price war" during the "double 11" in 2022. At 8:00 p.m. on October 20, Jingdong took the lead in launching the "double 11" pre-sale campaign and fired the first shot. However, through the comparison with Li Jiaqi and Luo Yonghao's live broadcasting rooms, it is found that Jingdong's price advantage is not obvious in the same products. In Luo Yonghao's Taobao studio on October 25, the price of Fangtai range hood and range combination set was 4999 yuan, while the same product sold in Jingdong for 5699 yuan, 700 yuan higher. Beauty field can't beat Li Jiaqi, who has rich experience. But in 3C field, Jingdong also lost to Luo Yonghao. I'm afraid that in the long run, Jingdong's price advantage will continue to weaken. In addition to complaints, Jingdong Logistics is also a big problem. Previously, JD announced that it would launch special line service, priority processing service and fast payment service within 24 hours during the "double 11" period, hoping to further improve the personal delivery experience through the big data and processing technology of JD logistics. However, from the users' complaints, there is still a huge room for improvement in the logistics chaos of JD for a long time. In terms of complaints, although Jingdong has upgraded the price protection and logistics services, there are still some problems, such as the consumers can not get reasonable compensation, the platform and businesses are promoting the price first and then reducing the price; At the same time, the number of complaints about logistics lost parts, delayed delivery and other related issues also increased. In short, in the preheating stage of the "double 11" promotion, although JD has made corresponding commitments on price protection and logistics problems, from the perspective of the soaring number of complaints from consumers, Jingdong still has a dilemma. In this case, the rise of Shuo Yin and fast hand e-commerce and the price squeeze of Taobao and pinduoduo lead to the weakening of Jingdong's price advantage in the field of electronics and household appliances, and the situation is becoming more and more serious. "Flow ceiling" makes all platforms envious In the past, Ali and Jingdong were the targets of the e-commerce groups. Since the arrival of Shuo Yin, the situation began to have new changes. In an interview with Securities Daily, Zhang Yi said that e-commerce platforms have played a crucial role in stimulating consumption. "Judging from our monitoring, this year's" double 11 "will be the most intense in history. In the past, Ali and Jingdong were competing. This year, the new forces represented by tremolo are also very competitive. Judging from the current pre-sale situation, it should be said that the results are not bad." under the wind, many brands and businesses have increased their investment in tremor. Not lose Taobao live, Jingdong big promotion, shaking sound e-commerce is also big. In addition to the high price of the products in the past, the e-commerce city also provides a large number of products with a discount of 5 billion. In full investment, the flow and turnover of shuoyin mall have been significantly improved. According to the data released by Shuo Yin e-commerce, the exposure rate of pre-sale goods in the mall increased by 2000% year-on-year. As of 24:00 on October 31, the transaction volume of shuoyin mall increased by 629.9% year-on-year. Along with the development idea of global e-commerce, Shuo Yin e-commerce introduces brands and merchants, so as to enrich the basic commodity market and constantly occupy the market share. The rapid rise of Shuo Yin makes other enterprises feel the threat, and each enterprise competes with each other for its own advantages and maneuvers. In order to seize the flow highland of "double 11", on October 30, Kuai started to resume the external chain connection with Taobao and Jingdong, and once again attracted the commercial giants to stand on the opposite side of shuoyin. The battle for talent resources and the flow of the mall officially kicked off. In the cold winter of the industry, only by holding together can we get warm. Zhang Yi believes that it is difficult for Kuaishou and others to become the second buffeting e-commerce. "Tremor itself has a huge user base, and the whole transaction scale and system are relatively mature. In fact, there is no need for so many" tremor e-commerce "in the market." tuiyin, with its deep flow dividend, has become the flow ceiling of the market, and its mode is difficult to replicate. According to the data, in 2018, Douyin will cooperate with Taobao, and Taobao can jump to Taobao. However, as the service fee of the third-party live link with goods has been raised to 20%, so that a few months later, it has "officially broken up" with Taobao. Relying on the "flow" that traditional e-commerce craves, Shuo Yin strives to compete with standard meituan in local life. Through the online "9 yuan 9-pack mail", it tries to pry pinduoduo into trial again and again at the edge of the tolerance line of the giants. Although stars or online celebrities have a large amount of momentum during the live broadcast, shopping malls are still the main force in the "double 11" sales. In the studio, many consumers only watch for a few minutes, but they are willing to spend dozens of minutes or hours searching for goods in shopping malls. The follow-up platforms such as Shuo Yin and Kuaishou will make great efforts in the mall, and the multi platform layout of live broadcasting institutions will become the trend in the future. However, the essence of "double 11" is to serve consumers. All kinds of playing methods emerge in endlessly, and businesses should return to the essence of consumption Zhang Yi frankly said that there are too many ways to play "double 11", and many consumers feel confused. According to the sample survey conducted by AI media data center, Chinese mothers do not like the "double 11" Shopping Festival in 2021. The behaviors include: actively participating in activities but getting little discount in the end, needing to invite others to enjoy the discount, too many routines and so on. "Double 11" requires a large number of coupons, and the payment must be made in accordance with its rules and ingeniously combined to complete the full reduction, Various complicated routines and rules are the pain points of consumers. What consumers are looking for is simple and charming. AI media consulting data shows that in the expectation of next year's "double 11", winning red packets, increasing the amount of full reduction and increasing the inventory of goods in the live broadcasting room are among the top three. Therefore, what consumers really need is a simple shopping process and affordable prices. For the e-commerce platform, it is necessary to improve the user experience with the most affordable price, high-quality service and the fastest delivery, so as to increase user stickiness.
In 2022, tmall's "double 11" continued the model of last year, focusing on the consumer experience, increasing the discount, simplifying the playing method, and reducing 50 yuan for over 300 yuan; But vipshop's minimalist rules play, is to stimulate the enthusiasm of consumers. On the basis of the original price, all kinds of big brand commodities have launched 30% discount, which eliminates the need for users to collect orders and provides many conveniences. With each brand focusing on consumer experience, tmall, Jingdong and vipshop have successively published the "first war report" of the "double 11". Within one hour of tmall's "double 11", 102 brands had a turnover of more than 100 million, and Jingdong, Huawei, Xiaomi, Gree, Midea and other digital appliances also ushered in different degrees of growth. Netizens said that this year's "double 11" is the most worry free year, less marketing and routines, more sincere and human feelings.
At present, the field of e-commerce has maintained a steady growth with broad market development space. According to AI media consulting data, the total scale of China's live e-commerce industry will reach 1201.2 billion yuan in 2021, and it is expected to reach 2137.3 billion yuan by 2025. With the increase of live e-commerce businesses, consumers tend to compare and buy products with higher cost performance. Therefore, all businesses should adhere to the principle of consumer centered. The rise of e-commerce live broadcast intensifies the competition for traffic, but also strengthens the trend of content-based e-commerce. Market competition is increasingly fierce, and refined channel operation has become the top priority of brand breakthrough.
The above content is derived from the theme of "double 11 Shopping Festival research" of "Ai media data center".
