On October 12th, it was learned from Tmall that the 2024 Tmall "Double 11" event will start at 8pm on October 14th. During this year's "Double 11" period, the government's trade in subsidies can be combined with the "Double 11" platform discounts for the first time, which will further promote the release of consumer power in home appliances and other products.
It is reported that on this year's "Double 11", Tmall will invest an additional 30 billion yuan in consumer coupons and red envelopes, in addition to the official promotion of 50 yuan off every 300 yuan for instant discounts or cross store full discounts. In addition, the 88VIP large spending voucher will be distributed in advance at 14:00 on October 14th.
According to Xiu Xun, General Manager of Taobao 88VIP Business at Taotian Group, in the past year, Taobao 88VIP has maintained double-digit growth, with a year-on-year increase of 67% in the number of post-2000 users and a membership size of over 42 million, becoming the largest e-commerce paid member in China. The annual cooperative brand scale of 88VIP has increased by over 300% year-on-year, and more than half of the top brands' business is contributed by 88VIP, becoming a new driving force for the explosive growth of Tmall's "Double 11" brand business this year.
From the perspective of consumer experience, ordering this year will also be simpler for consumers, with only two prices on the product interface: the price before discount and the price obtained after adding various discounts. Consumers can purchase in two waves: the first wave is from 8pm on October 21st to October 24th, and the second wave is from 8pm on October 31st to November 11th.
Live streaming e-commerce has entered a new stage of quality live streaming from the entertainment influencer model. "At the 2024 Tmall Double 11 press conference, Yuan Yuan, General Manager of Taobao Live Store Broadcast, pointed out that the quality live streaming model of professional anchors, brand inventory, and platform quality service guarantee collaboration has become the mainstream of the industry. Backed by Tmall's 300000 global brands, Taobao Live continues to grow with high quality, with a year-on-year increase of 25% in GMV and a 300% increase in the daily number of explosive products.
Previously, Tmall has supported Alipay, WeChat payment and other payment methods, which means that this year's "Double 11" platform ordering experience is more rich, smooth and simple.