Si Liuliu has not yet recovered from the tense atmosphere of the promotion. This year is his first Double 11 since returning to his hometown to start a business, and creating a good start is his expectation for this promotion.
After getting married last year, Siliuliu returned to his hometown in Shangqiu, Henan and started selling Undaria on Pinduoduo. This Undaria pinnatifida is like a stepping stone, opening up its situation in the agricultural field. At the beginning, Siliuliu did not have too high expectations, but only regarded it as a trial and error product. After participating in several flash sales activities, the daily sales volume was 8000 units, and the performance of 20000 to 30000 units during the promotion period helped the company stay firmly in this category.
Nervousness and excitement are the shared feelings of Pinduoduo merchants participating in Double 11 this year. After the launch of this year's promotion, the sales of agricultural products such as seafood, aquatic products, lamb, and fruits on the platform increased by 110% year-on-year, becoming a key node for countless small and medium-sized businesses to achieve breakthroughs. Seasonal agricultural products such as Yangcheng Lake hairy crab, Zhangzhou grapefruit, Ningxia lamb, Dandong chestnut, Yunnan Chu orange, Yongquan honey orange, and Luochuan apple are directly reaching consumers' dining tables from the fields.
Some merchants have been busy since September, due to the popularity of domestic products, the phenomenon of lotus monosodium glutamate exploding orders has continued until the big promotion. The team keeps track of the warehouse's stock situation, in order to adjust the pace of store promotion in a timely manner; Some businesses have keenly captured changes in consumer trends, shifting from focusing on low prices to placing more emphasis on consumer experience.
It is worth mentioning that the busy trajectory of e-commerce people is also intertwined with the changes in consumption habits. They witness the gradual activation of purchasing power in third and fourth tier cities, and see high-quality goods gradually becoming popular items for young people in small towns.
For e-commerce platforms and practitioners, these changes are happening every year, and the Double 11 is like a microscope, allowing some subtle changes to be clearly presented before their eyes.
High quality elderly shoes come out in circles, and young people place crazy orders
This year's Double 11, Zulijian elderly shoes have become a must-have item in the shopping cart of the post-95 generation. They value quality of life and are willing to pass on similar concepts to their parents. Taking advantage of the Double 11 promotion, Jinchen, who lives in Shanghai, placed an order for two plush elderly shoes in Pinduoduo. "Recently, it has cooled down all over the country. I want to buy a pair of high-quality shoes for my parents for the winter. Zulijian is an old brand now, and buying them is more reassuring
At the end of 2019, Zulijian settled in Pinduoduo and began official operation the following year. At the beginning of opening the store, Zulijian's strategy was originally to go in the direction of low prices, but it was quickly discovered that something was wrong.
After dismantling the consumer base of the official flag, we found that users of Pinduoduo are not only concerned about price, but also more about the value of the product, and are very willing to pay for the experience. "Peng Shan, the person in charge of the official flag of Zulijian, introduced that Zulijian quickly adjusted its strategy and launched multiple dedicated contributions with customer order prices of 399 yuan and 299 yuan, with good results.
Since the beginning of this year, sales of Zulijian have begun to fully explode in Pinduoduo. The first quarter of previous years was off season, but in February of this year, Zulijian launched the "Leap Moon Shoes" and the official flag achieved double growth, which gave Peng Shan higher expectations for November 11th.
As early as May, Zulijian had prepared two autumn special contributions and two winter special contributions for Dajian in advance. Among them, winter snow boots are made of Australian sheep wool, which has good thermal insulation performance and a unit price of over 299 yuan per customer. In September alone, the single item sales have exceeded 1 million yuan and have been selling well, consistently ranking among the top two in official flag sales.
In the offline stores of Zulijian, customers are mostly elderly people who prefer on-site experience, while online users are mainly urban white-collar workers, small town youth, etc., which effectively compensates for the shortcomings of the user population. For young people born in the 1990s and 1990s, Zulijian has become a high-quality choice for giving gifts to parents in the village, buying several pairs at a time with a repurchase rate of over 20%.
As of the end of September, we had already completed last year's performance for the entire year, and the peak season has just begun. This year's sales are expected to exceed 100 million, which is only three years since Zulijian opened its store, "Peng Shan said.
In response to the November 11th of this year, the Chinese elderly shoe brand Fulijian has set up a customer service team of over 40 people at the Guangzhou e-commerce center and mobilized the nationwide logistics supply chain for collaborative delivery.
After allowing parents to wear more comfortable elderly shoes, urban middle class, young white-collar workers, and small town youth have become more specialized in their sports equipment. The growth of high-end equipment from brands such as Nike, Adidas, Andema, Puma, Li Ning, Anta, Special Step, Peak, 361 degrees, and Hongxing Erke is the most significant.
Among them, the sales of domestic sports brand 361 degrees increased by 100% year-on-year, and the order volume of its carbon board racing shoes in fourth and fifth tier cities increased by five times; Puma's order volume increased by 77% year-on-year among the post-95 generation; Anta's user base in new first tier cities has increased by 93% year-on-year; The sales of American sports brand Wilson basketball increased by 180% year-on-year.
Since the beginning of this year, the upgrade of sports equipment has been shifting from first and second tier cities to third and fourth tier cities, especially with a significant increase in demand for professional running shoes. "The relevant person in charge of 361Du brand e-commerce stated that during this promotion period, 361Du has upgraded its logistics and after-sales service systems and added independent return warehouses, adopting a forward and reverse diversion method to accelerate the efficiency of after-sales processing, committed to bringing good results to Pinduoduo users Comfortable shopping experience.
Middle aged and elderly people are also catching up with the golden fever, and global good things are flying towards third and fourth tier cities
On October 31st, the e-commerce team of the domestic brand Liuguifu Jewelry was almost busy all night. Everyone's goal was very clear, to complete the shipment task within the time limit. On that day, the brand's order shipment volume exceeded 50000 units, and the peak of the order volume arrived earlier.
Originating from the Northeast, Liuguifu Jewelry has made rapid progress in recent years, opening thousands of brand chain stores across the country and establishing a brand headquarters in Shenzhen. During the promotion period, the inventory of Liuguifu Jewelry E-commerce Center exceeded 100000 pieces, and Pinduoduo was one of its key channels for e-commerce.
As of mid October this year, the sales of Liuguifu in Pinduoduo have increased by 450% year-on-year. "The person in charge of Liuguifu Jewelry E-commerce Center said that this is due to Pinduoduo's outstanding advantages in two major consumer groups. On the one hand, the young user group is younger than other platforms, bringing new growth; On the other hand, the consumption power and stickiness of the middle-aged and elderly population are correspondingly stronger.
Data shows that gold consumption has undergone new changes during this year's major promotion, with young people increasingly valuing investment attributes, while middle-aged and elderly people place greater emphasis on emotional attributes. The sales of IP ancient gold jewelry series such as Fuyun Palace Museum and Fuyun Dunhuang under Liuguifu Jewelry have increased by 120% year-on-year, with the most significant increase in order volume for middle-aged and elderly high net worth users. Among the young population in third and fourth tier cities, 1 gram of small gold beans, 5.2 grams of love coins, and 10 and 20 grams of gold bars are selling well. Young people are beginning to pay attention to the value of investment and savings in their consumption decisions of gold jewelry.
The above person in charge stated that Liuguifu Jewelry only opened its first store on the platform two years ago, which was not long but grew rapidly. The next step for the group headquarters is to accelerate channel construction, expand store groups, and launch more competitive and differentiated high-quality products to meet different needs of consumers such as gift giving, wedding, self satisfaction, and investment.
The popularity of Liuguifu jewelry is just a microcosm of the gold consumption trend. In the second half of this year, sales of brands such as China Gold, China Jewelry, Chaohongji, and Fulong in Pinduoduo continued to rise.
In addition to gold jewelry, the sales performance of top domestic and foreign brands is also quite impressive. Since the promotion, Bosden down jackets have grown by more than 200% year-on-year, Vidal Paper has grown by 101% year-on-year, Babycare, a high-end brand for mothers and babies, has grown by 167% year-on-year, usmile, an electric toothbrush brand, has grown by 193% year-on-year, sales in flagship stores of the Perrier brand have increased by 80% year-on-year, domestic luggage brands have grown by 966% year-on-year, Bremen has grown by 186% year-on-year, and HP laptops have grown by 150% year-on-year, The sales of Lenovo laptops in the student group increased by 157% year-on-year, and so on.
In Pinduoduo's global shopping business, 21 out of the top 100 brands achieved year-on-year growth of over 300%, with 59 items with daily sales exceeding one million yuan, driving continuous hot sales of international brands and products on the site. Mike Gao Shi's luxury luggage increased by over 200% year-on-year, Royal Meisu Jia'er increased by 480% year-on-year, Yishilu increased by 543% year-on-year, Zeiss increased by 220% year-on-year, and Daisen Official Flag and overall sales increased by 200% year-on-year.
Behind this, the new first tier cities have become the main consumers, and the new middle class has a greater preference for international luxury brands such as Michael Gauss and Zeiss, as well as domestic brands such as Bosden and Bremen. In cities below the third tier, orders for luxury brands such as international luggage, watches, and beauty products are rapidly increasing, with orders generally accounting for over 30%, and orders for some individual items accounting for up to 47%.
From this year's promotion, 'not buying the most expensive, only buying the best' has become a common pursuit, and many consumers have rationally completed their consumption upgrades. 'The person in charge of Pinduoduo's promotion stated that since its establishment, Pinduoduo has been committed to helping consumers buy better things with less money. The platform will continue to leverage the resource advantage of billions of subsidies to promote more domestic brands and global high-quality goods to enter new e-commerce, Continuously bringing consumer benefits of "naive and low prices".