On October 14th, the "longest" Double 11 in history officially kicked off.
In the context of boosting consumption, e-commerce platforms attach great importance to this year's "Double 11". From the situation of various e-commerce platforms, Tmall, JD.com, and Vipshop have successively announced their platform rhythm and gameplay. On October 14th, Tmall started pre-sales, while JD.com and Vipshop focused on spot goods and launched activities such as "early purchase". In addition, the live broadcast e-commerce platform opened the "Double 11" earlier than the shelf e-commerce platform, and Tiktok announced that the "Double 11" preemptive period will be opened on October 8.
In terms of specific gameplay, Tmall and Taobao have continued their previous arrangements and started pre-sales on the evening of October 14th. In terms of discount methods, they mainly offer cross store discounts and official discounts. It is worth mentioning that the pre-sale of Tmall's "Double 11" event in 2023 will start on October 24th, which means that this year's "Double 11" event is 10 days earlier than last year. It is understood that Tmall has set up multi band sales outbreaks throughout the entire cycle.
JD's "Double 11" this year still focuses on "cheap and good", with the activity rhythm of "early purchase", "good start", "special period", "peak period", and "return period", which will last until November 13th. In terms of the full discount mechanism, JD will launch cross store discounts of 50 yuan for every 300 yuan spent, and users can receive additional subsidies and other preferential measures every day.
Vipshop's "Double 11" special sale carnival will be available for pre order purchase at 10am on October 14th. According to the relevant person in charge of Vipshop, many popular products have the lowest prices in a year during this year's "Double 11". In addition, there will be three 86 hour limited edition hot selling events on the evenings of October 21st, October 31st, and November 10th at 8:00 pm. Tens of thousands of hot selling products will be discounted on top of the promotional prices, and limited time discounts will also be available 4 hours before these three events. In terms of discount methods, consumers do not need to make a full discount order, and can also enjoy discounts on a single item.
The rapid rise of live broadcast e-commerce in the past two years has also closely embraced the "Double 11" campaign. The "Double 11" campaign in Tiktok Mall is divided into two stages: the preemptive period (10.8-10.17) and the official period (10.18-11.11), and the official period is to create Big Day to release various benefits. The Kwai "Double 11" Shopping Festival is divided into two stages: from October 10 to October 18, the pre-sale period, where good goods are bought first and prices are locked in advance; The official period from October 19th to November 11th will release the maximum discount on all platforms, creating a shopping frenzy.
According to industry insiders, this year's "Double 11" has seen the highest discounts on multiple platforms in history. At the same time, it is also the longest and most interconnected "Double 11" event among platforms. Price and user experience have become the focus of e-commerce platforms, and merchants and brands also see "Double 11" as the most important growth opportunity of the year. Consumption is expected to experience rapid growth during the "Double 11" cycle.