Shulou(Shulou.com)11/24 Report--

On October 18, Kuaishou e-commerce Singles' Day shopping carnival officially opened its pre-sale. This year's Singles Day, Kuaishou e-commerce with the theme of "10 billion compensation for big brands, all in Kuaishou Mall", through the comprehensive help of the policy of "big brands and big subsidies", strives to enable many users to buy more cost-effective goods at more affordable prices. At the same time, in order to fully protect the rights and interests of users, Kuaishou e-commerce has also launched the authentic insurance underwritten by China Pacific property Insurance simultaneously for all big brands, constantly optimizing consumers' shopping experience in Kuaishou e-commerce.

"Big Brand Dabu", as the core brand commodity subsidy channel launched by Kuaishou e-commerce, has been based on "authentic brands and good goods at low prices", selects subsidized goods from the needs of users, and provides centralized subsidies for categories of goods that are widely welcomed by users. at the same time, it greatly enriches the shopping scene of Kuaishou Mall. To create a more convenient and comprehensive one-stop shopping ecology for users.

The Kuaishou e-commerce double 11 Shopping Carnival is divided into three stages, of which October 18 to October 30 is the pre-sale period, October 31 to November 3 is the final payment period, and October 31 to November 11 is the official cycle. it will focus on releasing the maximum discount strength of the whole year, so that users can really feel that "a good life can be inexpensive".

Specifically, from October 18 to November 11, Kuaishou e-commerce will continue to bring real benefits to users. In the pre-sale period that begins on October 18, users only need to pay a deposit, and the final payment can enjoy a maximum discount of 15%. In addition, users who buy big brands of fast-hand e-commerce can enjoy up to 24 interest-free periods. For new users, Kuaishou e-commerce will issue exclusive coupons of 5 to 12 yuan, and new users will also have the opportunity to enjoy a discount of 10 yuan and participate in 1 yuan to rob iPhone, Maotai, SK2 and other big-name items.

With the opening of the pre-sale, Kuaishou e-commerce has launched the "authentic insurance" of big brands simultaneously, and through the cooperation with China Pacific property Insurance, it can enhance and optimize the shopping experience of consumers. When a consumer buys a commodity in a live studio or shelf with genuine insurance protection, and there is a difference or quality problem between the commodity and the description displayed by the merchant, the consumer can negotiate with the merchant to replace, return, identify or repair the problematic goods, and the related expenses arising therefrom shall be settled by the platform, and the amount of compensation for a single time shall be limited to the amount of the actual purchase order, and the cumulative compensation limit is 10 million.

From the perspective of consumption scene, with big brands and subsidies as the core, in the process of building a mall, fast-hand e-commerce attracts consumers through "good goods at low prices" with more price competitiveness, so that more good goods from merchants can really enter the daily lives of fast-hand users, and further focus on the two major consumption relationships of "people and goods" and "people and scenes", which provides a boost to the positive cycle of the consumption chain of users-platforms-merchants.

From the perspective of business scene, in addition to the live studio, the pan-shelf field constructed by Kuaishou also includes many scenes such as mall, recommendation, search, store and so on. at the same time, the mall page has also become the main page juxtaposed to the attention page during the Singles' Day holiday, and its value lies in that brand merchants can better undertake the deterministic needs of consumers outside the live broadcast room. At the same time, it also broadens the business possibilities of operators beyond short videos and live broadcasts, and improves the comprehensive ROI.

Kuaishou second-quarter financial data show that Kuaishou e-commerce business GMV grew by 38.9% to 265.5 billion yuan in the second quarter. For the brand merchants engaged in e-commerce operation, who can seize as much market share as possible in the most competitive double 11 nodes will be able to strive for more development space for business operation. To this end, Kuaishou e-commerce has previously announced that this year's double 11 will invest 18 billion of the flow and 2 billion of commodity subsidies, through the stream plan, shake plan, explosive plan and other strategies to lock in users' shopping demand in advance. With the help of a series of platform traffic strategies, more brands will get more exposure opportunities and achieve global growth in this double 11 promotion.

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