​Author | Editor Mia | It’s the 16th year of sugar-fried hawthorn. Double 11 inevitably “the atmosphere is getting weaker and weaker”, but when compared vertically with last year, the data is not bad. As of November 1, Taotian’s cumulative sales of 373 brands exceeded 100 million

​ Author | mia

Editor | Sugar-fried hawthorn

In its 16th year, Double 11 inevitably "the atmosphere is getting weaker and weaker", but in terms of vertical comparison with last year, the data is not bad.

As of November 1, Taotian’s cumulative sales of 373 brands exceeded 100 million. More than half of the sales of leading brands on Tmall are contributed by 88vip. According to a screenshot of the Tmall PR director's circle of friends, as of noon today, nearly 600 brands have sold over 100 million yuan, more than last year.

The first-round battle report shows that JD.com’s “Double 11” transaction volume, order volume and number of ordering users maintained double-digit growth. The Douyin e-commerce platform has nearly 8,000 brands with a year-on-year increase of more than 200% in transaction volume. Star map data shows that as of October 30, the cumulative sales of the entire Double 11 network in 2024 reached 845 billion yuan. Among them, comprehensive e-commerce accounts for 80.3%, and live broadcast e-commerce accounts for 19.7%.

This is naturally related to a series of platform actions. Major platforms have rushed ahead of schedule, known as "the longest Double 11 in history" . Taotian and JD.com pre-sale 10 days earlier than in previous years, Douyin 12 days earlier, Kuaishou, Pinduoduo, and Xiaohongshu earlier. About a week.

At the same time, it is also inseparable from a series of measures taken by the government to expand domestic demand and promote consumption. The state's "trade-in" subsidy has driven the growth of the home appliance market. Guangfa Securities' research report shows that the retail sales of the seven categories of products (excluding computers) included in the subsidy this time account for about 79%, and are expected to drive terminal sales of about 50-200 billion. Yuan.

Familiar routines such as prices rising first and then falling, and complex discount rules were criticized again, and "Double Eleven refunds" became a hot search topic. As consumers move from "carnival-style consumption" to the era of "rational consumption", e-commerce promotions become normalized, and 618 and Double 11 become more and more popular. As the "thermometer" of the Q4 consumer market, what changes will this year's Double 11 reflect?

The battle for inventory: tearing down walls, going overseas, shuffling, new trends

The cooling of consumption is reflected on the one hand in consumers’ “no sense of big sales”, and on the other hand in the reshuffle of many industries such as beauty and apparel.

Affected by the global environment, fierce competition, excessive marketing, etc., brand merchants are closing stores one after another. The Tmall flagship store of oysho, a subsidiary of Spanish fashion retail giant inditex group , announced that it will cease operations from November 17, 2024; the cutting-edge national fashion cosmetics hedone announced that it will officially close on November 9, 2024; the French salon perfume brand le jardin retrouve Lexiang Duwei released the "Lexiang Duwei Brand Closing Announcement" on Xiaohongshu, Tmall and other platforms; at the end of September, dr.brandt (Brandt) closed stores for clearance; the American technology skin care brand 3lab announced Tmall Overseas flagship stores have been cleared and closed; there are also many local beauty brands such as vnk that have closed their stores... According to incomplete statistics, a total of 21 foreign beauty brands have closed, withdrawn, or adjusted channels this year.

q3 Financial reports show that the performance of luxury goods groups such as lvmh Group and Kering Group have declined. In addition, judging from the Tmall beauty list, Double 11 is still the main battlefield for big brands, and it is more difficult for small and medium-sized brands to survive. Except for Proya, which has won the championship for ten consecutive years, the overall potential of domestic products has declined.

In the stock era, competition has become increasingly fierce, which has had a profound impact on all aspects and has affected the macro strategies of major e-commerce platforms.

First, the interconnection between platforms has strengthened , performance pressure, and the impact of "Internet antitrust" have caused major giants to "tear down walls" one after another. In September, Taobao officially announced its access to WeChat payment, and WeChat video account information streams can be mounted with Taobao advertising links; Meituan Takeout and hotels were able to open Alipay mini programs; on October 29, Alipay confirmed that JD.com has now opened Alipay payment. Some users have successfully completed the payment, and the two companies have cooperated again after 13 years. JD Logistics is connected to Taobao Tmall, and JD is connected to Cainiao Express and Cainiao Post.

Second, the platform strives to expand the incremental market and find new growth points from cross-border e-commerce.

In terms of top Taobao anchors, live broadcast rooms such as Li Jiaqi austin, Bee Surprise Club, Mushrooms, Chen Jie Kiki, and Lieer Baby all achieved sales of over 100 million within 5 minutes. Li Jiaqi, whose previous appearance in "Brother Pi 4" was recognized for her performance and thus partially changed her reputation, this Double 11 gave away 500 million red envelopes, becoming the fastest live broadcast room to break the 100 million mark, and topped the list on the first day of the broadcast. Cui Dongsheng, vice president of

Make a Friend Holdings, said that this year’s Make a Friend live broadcast room, where Luo Yonghao is located, has exceeded its Double 11 growth target ahead of schedule. As of 4 p.m. on November 10, GMV has exceeded 1.7 billion.

As for the head anchors of the Dou line, although the image of a cultural figure has collapsed due to the incidents such as Shaomai in Inner Mongolia and Marie Curie, Dong Yuhui’s strong sales force is still there. Daduoduo’s October sales popularity list shows that Youhui, which entered the Double 11 promotion for the first time this year, had 45 live broadcasts and the amount of sales exceeded 1 billion yuan.

Regarding some media calling fans "urban silver-haired people" and "county ladies", Dong Yuhui said in the live broadcast that this kind of behavior is quite unqualified and "does not understand us, but looks at it with a sense of superiority." The staff announced the age ratio of fans who are walking with Hui: 20% are 25 to 30 years old, and 40% are 30 to 35 years old. But it is undeniable that a considerable part of its fan base is the market that many businesses desire most: people with relatively little pressure, decision-making power and consumption potential.

Ranking third, fourth and fifth on the list are the Guangdong couple, Mr. Dong and Jia Nailiang respectively. The above three anchors have sales of 700 million yuan, 500 million yuan and 500 million yuan respectively. Make a Friend live broadcast room and Wei Ya's Qi'er ranked 8th and 9th respectively, with sales of 400 million yuan each. Oriental Selection did not enter the top 10 of the goods list.

As for Kuaishou anchors, Simba, who has continuously bombarded Brother Yang and the Guangdong couple, also contributed a lot to Double 11. On the 14th, Simba made a high-profile comeback by posting three videos in Kuaishou, one of which was "kneeling down on one knee." Returning to the first show on October 19, after more than 13 hours of continuous live broadcast, as of the end at 24:00, Simba’s GMV reached 6.41086 billion yuan. His apprentice and “first sister” Dandan, who has just surpassed 100 million fans, launched the Double Eleven promotion for the first time on October 13, with sales exceeding 689 million yuan and sales exceeding 3.58 million orders that day.

has experienced house collapse and reshuffle, and is the first to reap the dividends of the times. The fan base and appeal of veteran anchors are still there, and a considerable number of users will continue to consume out of emotional stickiness, inertia, etc. With the strengthening of supervision, live broadcast e-commerce has entered the era of "professional anchors". Big anchors will be more careful in their words and deeds to avoid accidents, focus on quality and after-sales, and keep a low profile and weaken data.

On October 11, the China Institute of Metrology, together with the China Quality Certification Center, the China Customs Science and Technology Research Center and other units, released the "High-Quality Development Report on Livestreaming E-commerce Industry (2023-2024)", pointed out that livestreaming e-commerce is moving forward Toward the development path of "quality live broadcast".

How much room for imagination does Double 11 have? Can Taotian Group regain its glory? How to cut more cakes on DouKuai? ...See you in the next round.