The longest "Double 11" shopping festival in history that lasted nearly a month.Double 11 this year, driven by government subsidies, home appliances and household supplies have exploded, and the platform shows the trend of "volume" price "volume".After some head anchors turned over, quality live broadcasts are rising.
The two major e-commerce Ali and This years Double 11 Finale Battle Daily seems to be relatively simple.Tmall announced that at 24:00 on November 11, Tmall Double 11s total turnover increased strongly in 2024, and the purchase of users was innovative.The Tmall Double 11 full cycle, 589 brands have exceeded 100 million yuan, an increase of 46.5%year -on -year, refreshing historical records.
Considering that at 8 pm on October 31st, Tmall Double 11 spot was announced, and 373 brands that had exceeded 100 million since the opening of Double 11 this year, it can be estimated.Within 11 days, the brand with a turnover of 100 million yuan increased by about 58%.
JD.com announced that as of 23:59 on November 11, the number of shopping users in Jingdong 11.11 in 2024 increased by more than 20%year -on -year, and the live order volume of JD.com increased by 3.8 times year -on -year.The turnover of more than 17,000 brands increased by more than five times year -on -year, and the turnover of more than 30,000 small and medium -sized merchants increased by more than doubled year -on -year.
Double 11 overall 10 days in advance, the platform does not "roll" the price "volume" service, cost performance
This years Double 11The time span is the longest in history.Compared with last year, the Taobao Tmall platform was 10 days in advance, JD.com was 9 days in advance, and Douyin was 7 days in advance. 6 days in advance.Overall, this years "Double 11" started 10 days earlier than last year.The promotion time for platforms such as Jingdong, Douyin, and Pinduoduo has been in the promotion time for more than 30 days.
For some consumers feel that Double 11 has changed "light", Xinhua Daily quoted industry people to comment that this has a certain relationship with time scattered.But for consumers, the long -term discount cycle is actually returning the initiative to consumers. It does not need to make a discount for a certain amount. Obviously, the experience is better.
Xinhua Daily mentioned another change of this years Double 11: Almost all platforms do not "roll" the price "volume" service, and this year rarely mention the "lowest price on the entire network".
The theme of the Jingdong "Double 11" launching ceremony was locked in "cheap and good" and "do not want the industry to be over -rolled." Wu Jia, vice president of Alibaba Group, saidThis year, "Double 11" hopes that through a series of means, let merchants with quality and guarantee serve stable prices to ensure that brands and merchants have stronger autonomous pricing power.
Pinduoduo has upgraded the service fee for the deduction of the merchants service fee.
There are also comments that this year many e -commerce platforms no longer vigorously pursue the lowest price of the entire network, but pay more attentionGood price, Jingdongs cheap and good.
The "C -position" mobile phone digital and clothing of the national supplement blessing of the home appliance consumption follow the close
Compared with previous years, this years "Double 11" came earlierThe platform subsidies are greater. There are also the old replacement of the old replenishment, which ignites the enthusiasm of consumers. The transaction turnover of major e -commerce companies has increased to varying degrees, and home appliances consumption occupies a "C position".Star diagram data shows that as of October 30, the cumulative sales of the Double 11 on the entire network this year reached 845 billion yuan.Historical sales records also show the continuous enthusiasm and high participation of consumers for the Double Eleven Shopping Festival.The small home appliances and smart home categories have driven the substantial growth of related categories.
Data from the first stage of Tmall Double Eleven from October 21 to October 24 showed that the transaction growth rate of more than 12,000 brands exceeded 100%, nearly 6,000The growth rate of the brand exceeded 500%.Among many categories, household appliances topped the list with a sales of 132.4 billion yuan, accounting for 15.7%of the market share.The mobile phone digital and clothing categories followed closely, and the sales of 120.1 billion yuan and 118.4 billion yuan, respectively, occupied 14.2%and 14.0%of the market share, respectively.
JD.com said that during the Double 11 period, more than 90%of the county rural areas across the country have replaced the old new choice through JD.The transaction turnover of 519 home appliances, including the 519 home appliances, increased by 200%year -on -year, and the turnover of multiple AI hardware categories such as AI computers and AI mobile phones exceeded 100%.The supermarket blind box was voted by consumers as the "conspicuous package" of this years Jingdong Double 11, and the overall turnover of the Jingdong Supermarkets combination set increased by more than 50%year -on -year.
Tmall Double 11 clothing brand transactions have continued to outbreak. As of 00:00 on November 11, 7062 clothing brands have doubled year -on -year, with 66 brands exceeding 100 million yuan, a strong growth.
Tmall data shows that as of the 00:00 on November 11, Apple, Xiaomi, Huawei, OPPO, Sony, Fuji, DJI, Nintendo, Little Genius, TakuyaDigital brands have exceeded 100 million transactions during Double 11.Vivo, IQOO, Machinery Revolution, Yingshi and other over 100 brands have doubled year -on -year.Among them, the transaction of vivo mobile phones increased by 190%year -on -year, and the DJI brand transaction increased by more than 100%year -on -year.
Xiaomi announced that as of 23:59:59 on November 11, the cumulative payment amount of Xiaomi Double 11 has exceeded 31.9 billion yuan, setting a new record for Xiaomi over the years.
Taobao transactions breaking 100 million live broadcast room innovative high -quality live broadcasts into a new trend
Wall Street News learned that as of November 11, Taobao live transactions exceeded 100 million live broadcastsThere are more than 100 in the middle, a record high, of which 32 breaking hundreds of billions of live broadcasts have a growth rate of over 100%year -on -year.In addition, the overall transaction amount and the number of buyers in Double 11 have achieved a significant year -on -year increase.
Taobao live broadcast reflected that this years Double 11, consumers and brand formulas fully shifted to the quality live broadcast room.The professional anchor is strong. Many experts participated in Double 11 for the first time. The brands official cargo broke out significantly.Essence
Douyins data also reflects the new trend of brand live broadcast.Third-party data shows that from October 18th to the afternoon of November 10th, this years Douyin Double Eleven promotes the list of goods (the top five are Xinjiang Hetian Yu Lao Zheng and Huihui, Guangdong couple, Jia NailiangThe first four sales of Xiaobei Jewelery exceeded 700 million yuan, forming a leading advantage of faults.= "35O99TV1"> Blue Whale News said that one of the biggest changes in Douyin Double Eleven this year may be the absence of some super -head anchors, such as the crazy little Yang brother who flipped through the incident of Meicheng Moon Cake.In the context of increasingly reasonableness, the influence of channels and anchors themselves is exponentially collapsed.It is nearly 70 % of the broadcast ratio, so it is normal for the ranking of live broadcast rooms such as friends and Dongfang.Water else, compared to the online celebrity live broadcast and cargo mode, professional anchor and brand cargo coordinated quality live broadcast model is expected to become the mainstream of the industry.
