On October 12th, Tmall officially announced that pre-sales for the 2024 Tmall Double 11 shopping festival will begin at 8pm on October 14th. JD.com also announced earlier that this year's JD.com 11.11 will be available for sale in stock at 8pm on October 14th.
In 2023, the launch of Double 11 on all platforms will be on October 24th, which means that the pre-sales that were cancelled during 618 will return 10 days earlier than usual this year.
On October 12th, Tmall revealed at the Double 11 media communication conference held in Hangzhou that this year's 88VIP large consumption vouchers will be distributed in advance at 2pm on October 14th, and can be used in conjunction with official platform discounts or cross store full discounts, as well as 88VIP large consumption vouchers.
On October 14th, Taobao live streaming rooms will also distribute 1 billion red envelopes. In a single live streaming room, each consumer can receive up to 30 red envelopes per day, with a maximum amount of 888 yuan per red envelope. Each person can receive up to 1500 yuan per day.
For the first time, the government's trade in subsidy can be combined with the Double 11 promotion. With the government's 20% subsidy, Tmall category coupons, and official brand discounts of 15%, the price of household appliances will be as low as 60% off.
Consumers will also find it easier to place orders. There are only two prices on the Tmall Double 11 product interface this year: the price before discount and the price 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.
On October 10th, JD.com announced that this year's JD.com 11.11 will be available for sale in stock at 8pm on October 14th. During the event, there will be promotional measures such as a full price drop, an additional subsidy of 60 yuan per day, and a 50 yuan discount for every 300 yuan spent across stores.
JD Apparel will first promote the buy one try three service. For products with relevant labels, you can choose three different sizes or colors of the same product by paying for one item, and enjoy free return shipping and on-site try on service.
The 30 day price guarantee for 3C digital products, the 180 day replacement and free on-site replacement service for home appliances and appliances, JD Health's free replacement of expired medicines and health products, 365 day replacement and no repair service for health equipment, JD Supermarket's free return for those who don't like to eat, and JD Auto's free on-site installation of battery replacement up to 26 minutes.
Double 11, which only lasts for one day, is also transitioning into the shopping season, just like 618. This year's Double 11 will be launched on October 14th, 10 days earlier than last year.
The pre-sale that was abandoned during the 618 shopping festival has also been revived on Tmall. Some merchants have expressed that restarting pre-sales can lock in high net worth customers earlier, and restarting pre-sales may mean that the effect of spot sales may not meet expectations.
In terms of price, although low prices have been weakened by platforms such as Tmall in the second half of the year, while balancing the interests of merchants and consumers, low prices are still an important theme of Double 11. At the Tmall Double 11 media communication meeting, "discount to the end", "save on everything", and "good price" were repeatedly mentioned, while JD 11.11 directly continued the theme of "cheap and good".