In 2020, skycat two eleven came earlier than ever. Pre-sales were launched on 21 october, with consumers rushing two waves, the first wave on 1-3 november and the second wave on 11 november. It also means two or more 11 days this year。
Last year, ms. Yang spent nearly 20,000 on double 11, buying furniture and electricity. She recalled that skycat had many discounts, some for pre-sale and others for discount. How the hell do we get it? She took a long time and eventually gave up, and she went straight to the list, "it's too much trouble, and i can't figure it out."。
In 2020, the budget of miss yang was reduced to $5,000. She missed the double 11 a few years ago, with a clear discount and a “simply rough” preference。
In recent years, double 11s have become an old topic. Disbursements, waiver rules, etc. Are the top consumer。
On november 3rd, 2020, the official weibo of the news launched the topic #and the call for a double 11 less routine # and went for a hot search. There is a lot of talk in popular reviews: “stop playing with building cats, it's really exhausting, and we're forced to take part in the competition, “fore-sale, down payment, tailing, coupons, stacking and discounts, and a lot of shops and shops, and we can count and don't want.”。
Hubei's consumer hu yun told southern journalists that either last year's build-up or this year's cat-keeping, none of these new games have worked. This year, she simply moved the shopping field to a tremor, because, in the live booth, “will tell me clearly how much money this thing is for, and i want it”。
"no way to let go."
Why would double 11 do the math
Around 2013, the electrician grew rapidly, and the merchants occupied the digital dividend in terms of flows and sales. At that time, hubei businessman xu weikang opened a women's dress shop and earned the first barrel of gold. "in 2013, i did a number of activities, such as `collective sum' `twenty-one', and that year i sold over 15 million."
As the electricity sector matures, the cost of flows increases. Over the years, seo weicon has seen the flow cost of the treasure hunt nearly tenfold. Every click by a consumer was once “35 cents done” and now a flow is two or three. By the time of the double 11, the platform's traffic costs would increase two to three times。
Even so, the volume of sales must be sold first。
Lee seung-sai, vice-president of the limwood brand, told southern journalists that the core purpose of business participation in double 11 was to gain more traffic and brand exposure. “the flow of the whole double 11 will be larger than usual, so merchants will make discounts to facilitate traffic conversion.” founded in 2007, lim wood is one of the electricians ' furniture head brands。
The most immediate option is preference. The greater the discount, the greater the flow。
Xu weikang revealed that the two-prong allowance was a platform subsidy and that the shop coupon was borne by the shop. “the participation of merchants in two eleven is also intended to fit the whole chain of rules to capture more traffic.”
Lee seung-sai said that the lim wood industry had participated in 11 “two 11s” of which seven years had been the home industry's sales champion, with the core strategy being to introduce products and prices that met the psychological expectations of consumers, “to compete as much as possible for consumers and traffic”。
On the one hand, the cost of the flow is higher, on the other hand, the price battle that has to be fought. If the discount is too low, the merchant may lose money。
As a result, “building” “cats”, full allowances, various coupons, buy-outs, kill-in-seconds, limit-out games are being launched. Complex rules, like a blind eye, become the protection of businesses in order to maintain a balance between flows and operating costs。
The head of an electric dealer told journalists in the south that discounts remained in place after the complicated rules of concessions, although the number of large discounts had decreased. “there is no way to let go and there is no way to afford it, which is why the merchants do it.”
He said that consumer demand was changing from “i want to buy” to “i want to buy good” to “i want to buy the best with the least of money”. In the process of consumer repression, business cannot last long if businesses fail to respond, supply chains fail to keep pace. “consumers specify what style of product you want, you have it and you have it at a sufficiently low price”。
“the platform requires businesses to meet the growing needs of consumers, and complex play practices can help them control costs.” he said。
In addition, some of the games have social attributes, such as team pk, helper, and need to be shared by users in order to obtain full discounts and concessions. According to the electrician expert, “this would turn users into promoters and convert them into sales in order to reduce the marketing costs of the platform”
It's the main business
Who's going to double 11
Xu weikang said that at the backstage, every businessman had a double 11 registration page, which was self-employed. The two core dimensions reviewed by the platform, one for turnover and the other for products。
Star shops and large, live shops can generally pass the trial and can be directly eligible by contracting brands with treasure hunters. "as in previous years, this year it's almost again." he said, “the focus is still given to the large brands, essentially the top 100 for each category. It's a small percentage."
The head of an electrician, a well-known sports brand, admitted to southern weekend journalists that head companies were almost open to participation in double 11. Small businesses can't get through if they don't sell much. Even if it passes, it will not yield much. Because the cost of obtaining traffic on the day of the double 11 is very high, “the cost of the traffic on that day is at least two to three times as high as in the past”。
The head of the business that did not want to be known also said that the platform would focus on selecting some of the outstanding vendors for referral to consumers. “ali is actually an algorithm platform that measures your productivity, buys it, hits it, dispatch speeds it, logistics storage, user reputations, which determine how the platform leans on your flow in two elevens.”
When we get to double 11, the merchants play the sprint. “... The whole flow pool was dynamic that day, and it had a horse racing mechanism, and whoever sold it quickly had the opportunity to rush up. You sell 3 million in 10 minutes, you're ranked, and it gives you more free traffic. The more you rank, the more traffic you get." xu weicon explains。
It is therefore particularly crucial to be able to run ahead for some time after the double 11 runs. In order to win on the start-up line, businesses participating in double 11 usually begin to provide supplies from july to august, plan shop activities, study play practices and prepare various outreach programmes。
At the center of the double 11 stage, there is a growing tendency towards big business and concentration。
"how can the small merchants play if they don't even have a couple of dozen and hundreds of thousands of orders coming in at once?" din taoist noted that the development of the two 11s was taking place in favour of large businesses. “the annual rankings, the millet, the beauty, the wood industry, are all in front of well-known first-line brands, and it is too difficult for small and medium-sized brands to cross double 11s.”
According to the data published by ali, on 1 november, at 0:00, skycats, 11 “first-in-first-out” formally opened for a minute, and nike made a deal of over 100 million. As of 1:51, 100 brands such as apple, oréa, haile, yaslande, nike, huai, u. S. A., ramón, mi, adidas, etc. Have been sold at over $100 million. These brands are great in all fields。
However, small businesses are not a distant future and there is room for development in the subdivision。
According to lee, brand competition tends to be classified. “there are new brands that are growing at a high rate, often under a subdivision of a product, such as shops that make only hard-core nordic furniture.”
According to the data provided by ali, 357 new brands have been traded for the top sub-category top1。
One minute at the beginning of the double 11, the black horse brand of small electrical items, "adde" the official flag shop, sold 100 million new items in one hour's time off. In addition, brands such as bosie, which focuses on sexless clothing, “milk pie”, which makes breasts for girls with large breasts, and “baby molluscs”, which creates new food items for babies and children, are all visible。
Live to standard
In 2020, live broadcasting became a new stream of traffic, with the most rapidly growing distribution mode。
According to the financial report released by alibaba at the end of june 2020, “the ecosystem of live treasure hunting continues to reinforce its advantages and is widely used by brands, retailers and traders in various industries in different product categories... I don't know. In june 2020, the number of transactions recorded on live television increased by more than 100 per cent each year. In addition, merchants contributed about 60 per cent of the value of the sale on their own
In the year 2020, double 11, live broadcasts were made up of make-up, clothing, food, electricity, automobiles, etc. Journalists from the south noted that many internet shops had opened live booths. During the double 11, even in the early hours of the morning, there was still a lot of activity in the live shop。
On october 21st, 10 minutes after the launch of skycat's double 11 pre-sale, the purchase price for the live show was higher than it was the whole day of last year. In the area of make-up, 12 single items were sold on a live one-hour sale。
"we focus on live and video this year." li seung-sai said that not only did the lin wood industry open live booths at headquarters, but all the shops below the line were also regularized。
There are two types of commercial live broadcasts, one of which is a store-run. “it was a marathon campaign, low-intensity, but growing fans every day。
The senior director of a clothing company in ningbo also stated to southern weekend journalists that self-broadcasting is a business routine and that “the rate of conversion of long-term self-broadcasting is good”。
The other is working with the star anchor. This pattern is restricted to headmasters, and the resulting flow is explosive. Lee seung-sawa described the lin wood industry as having worked with the star anchor, via, selling $30 million in half an hour。
On october 20th, close to midnight, li jiaqi turned and shouted, "don't sleep!" according to their publicly available data, the sum of li jiaqi's and via's deals that night was close to rmb 8 billion。
"you have to buy it when you're unconscious."
Hu yun worked at a property company in hubei after 80, and was a senior internet buyer. On one occasion she saw a group of cantonese anchors selling their goods live. A single piece of paper, with only one piece of money in the air, is half the price of the electric platform。
Hu yun became a regular visitor during the live broadcast, and then simply moved the internet shopping position over to watch the live broadcast and bought something。
The change of position was mainly due to the clearer and more intuitive quotations on live broadcasts. More importantly, hu yun has become a fan of several anchors, “they are already `circumbing', doing better, demanding quality and credit.”
Lee seung-sai said that the high volume of traffic is due, on the one hand, to the fact that many consumers prefer to interact and buy from the live booths, and, on the other hand, the fact that the anchor, as an elector, focuses on protecting his fans ' rights and gain their trust, making it easier for fans to consume in his live booths。
In addition, not only is the headmaster able to help sell the goods while cooperating, but his live fans also click to jump into a commercial store, leading to a remarkable flow。
What did it change? In a public presentation, li jia qi said that every commodity had its “historical weight” (which could be understood as a comprehensive evaluation of the backstage), but no new product. For example, in the search for “pants”, the number one sale was 1 million, the number two was 100,000, and the number three was 10,000... After turning 20 pages it was a zero-sum brand that nobody looked at. During the live broadcast, these businesses can be taken out and immediately created “historical weights”, such as 100,000 stocks of lipstick, which may be sold for three months and 15 minutes during the live broadcast。
So if they're on the air, will they get the lowest price
Actually not. Lee seung-sai revealed that the rights and interests in the live room are the same as those in the double 11, except for the small benefits used to stimulate the interaction of fans, such as the delivery of red bags and the waiver of vouchers, which are not very different overall。
