Abstract:
Tmall officially announced that this year’s Double 11 sales will start on time at 8 pm on October 20. On the eve of the big sales promotion, Tmall President Jia Luo and Double 11 project leader Mu Shan jointly accepted a group interview with the media and said that after so many years of accumulation, Double 11 has already become an established annual consumption habit of Chinese consumers.
In the view of two platform executives, the two major consumption nodes of Double 11 and Double 12, coupled with the concentrated seasonal demand brought about by the widespread cooling of the country in the fourth quarter, together form the core shopping season with the strongest consumption vitality in China every year.
They admitted that the platform is not satisfied with the same promotional activities year after year. They also revealed that this year’s Double 11 will continue to update and optimize the gameplay rules to lower the participation threshold for consumers as much as possible.
According to Jialuo, the core registration requirement for the 70 million products participating in this year's big promotion is to directly provide immediate discount rights. After all the discounts are added up, the final discount can be as low as 22% off. The core starting point for setting such rules is to simplify the process and prevent consumers from spending unnecessary energy on complicated full discount calculations and cross-store orders.
However, Jialuo also bluntly said that today’s Double 11 can no longer return to the stage of rough and unified 50% discount on all platforms in the early stages of development.
In the early years of Double 11, the overall scale was small, and the core logic was to sell out a small number of limited edition products. When it has evolved into a nationwide event with hundreds of millions of consumers and millions of merchants participating, the big promotion has long been no longer a forced offer of 50% off, but to encourage all participating merchants to come up with the lowest real discount of the year, and put an end to the false promotion routine of rising first and then falling.
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