On the evening of November 11th, Dai Shan, CEO of Taotian Group, introduced in a live interview with China Central Radio and Television that this year, the number of Tmall Double 11 users reached a historic peak, with a cumulative number of visited users exceeding 800 million; The price effect is significant, with users in the third tier and below markets placing 140 million more orders than last year.
This year's Double 11, all platforms are focusing on low-priced strategies. Taobao Tmall advocates for "good goods and good prices" and "low prices rather than cheap", emphasizing that low prices should be based on quality and provide users with the best prices in every price band. For the first time, the platform has launched a large-scale "official reduction" and a full cycle "daily low price" activity, collecting 80 million low-priced hot selling products throughout the year. It is expected that the Double 11 full cycle will save users over 95 billion yuan.
The addition of 140 million new orders in the third tier and below markets is the result of long-term accumulation of price power and mentality. In May of this year, Dai Shan announced three major strategies: "user first, ecological prosperity, and technology driven", with price power regarded as an important support for "user first". Before the Double 11, Taotian Group had established a systematic low price capability by starting from supply, traffic, mechanism, and ecology. Through a positive cycle of "good prices, good goods, user growth, sales growth, and business scale growth", it achieved profits for merchants and benefits for consumers.
The price power advocated by Taobao Tmall is not to trap merchants into vicious consumption, but to exchange for larger business scale through good prices. The price power has significantly driven the business growth of merchants on Tmall Double 11. As of midnight on November 11, two new price power pallets were added, with orders for "official reduction" products exceeding 210 million and orders for "daily low price" products reaching nearly 90 million.
Domestic brands and small and medium-sized businesses have also seen new growth in this year's Tmall Double 11. According to Dai Shan, this year's Tmall Double 11 has seen over 240 domestic brands with transaction volumes exceeding 100 million yuan, demonstrating strong explosive power; In addition, there are over 2 million small and medium-sized businesses with a year-on-year increase of over 100% in transaction volume, and a large number of "dark horses" have emerged in cycling, skiing, light health and other tracks, reflecting the diversity and vitality of the consumer market.
Dai Shan stated that the success of this year's Tmall Double 11 confirms the good momentum of consumer recovery and reflects the long-term prosperous trend of the domestic market. Taotian Group will stand more firmly from the perspective of the common people and work with the vast number of merchants to deepen and penetrate the Chinese market.