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

On October 31, the pre-sale period of Kuaishou e-commerce double 11 shopping carnival ended, and this year's double 11 promotion period also began. During the period from October 18 to 30, the pre-sale GMV of Kuaishou e-commerce double 11 increased by 84% compared with the same period last year, and household appliances, cosmetic care and 3C digital became the highest sales categories in the pre-sale stage.

In May this year, Kuaishou e-commerce put forward a new business concept of "a good life can be inexpensive", taking users to provide a good but inexpensive life as a long-term development goal, trying to bring low-cost good things to more consumers. with the help of 618 and double 11 promotion, Kuaishou e-commerce continues to land the development strategy of low-cost good things in the real consumer life.

According to statistics, in the double 11 pre-sale phase of Kuaishou e-commerce this year, household appliances have become the highest sales category of pre-sold products, of which mousse leather beds, floor washers and TCL TVs have become the top three sales of household appliances. In addition, in the pre-sale stage, the top three beauty makeup brands favored by Kuaishou users are Rimuyuan, Chunzhihao and Grain Rain, the top three most popular mobile phone products are iPhone15, Huawei Mate 60 and OPPO A1, and the top three sales of specialty fresh categories are Ecuadorian prawns, ready-to-eat sea cucumbers and Inner Mongolia lamb calves.

As a concrete landing of the development concept of "a good life, it can be inexpensive", Kuaishou e-commerce released the maximum discount for the whole year in the Singles' Day focus this year, using super-value subsidies to bring low-cost good goods to the majority of old people. The double 11 Shopping Carnival, Kuaishou e-commerce with the theme of "big brands 10 billion compensation, all in Kuaishou Mall" as the theme, through the comprehensive help of the policy of "big brands and big subsidies", so that more users can buy more cost-effective goods at more affordable prices.

During the Singles Day event, Kuaishou e-commerce launched six money-saving strategies to bring users a value-for-money shopping experience. First, the official subsidy of 2 billion yuan, users can get up to 2888 yuan a day consumption coupons, shopping can enjoy a reduction; second, every morning at 6: 00, 12:00, 6: 00 p.m., open time-limited supplement, big-brand good things from 1 yuan; third, users can open a "money-saving monthly card" with a monthly coupon of 96 yuan Fourth, the "money-saving hot list" 10 yuan shop rest assured to choose, daily selection of hot hot products, brothers to buy, immediately save; fifth, can enjoy interest-free, up to 24 interest-free, 10 yuan per period; sixth, bank card payment can be reduced, new card users issue orders, more opportunities to enjoy ten thousand yuan order-free benefits.

In order to create a price-competitive double 11, Kuaishou e-commerce revised its store experience score and word-of-mouth score in October this year. For businesses and talent, the assessment of "store competitiveness" and "competitiveness with goods" dimensions are added respectively, and the assessment weight accounts for 30%. This means that merchants or talent can get higher scores and more traffic if they offer good goods at low prices, such as lower prices for comparable goods, higher conversion rates for placing orders, or higher store repurchase rates.

At the end of the pre-sale phase of double 11, Kuaishou and the Xinhua News Agency client jointly launched the joint video "the good Life at 18:00", showing the completely different living conditions of the twin brothers after 18:00 in a split-screen creative way. On the one hand, the younger brother of the staff of a big factory living in a big city is busy working and working hard for a living; on the other hand, the elder brother of the people's teacher, who lives in his hometown, has returned home at the same time and had a big dinner with his family.

From the perspective of real life, the short film discusses different ways of life, bringing warmth and emotion, but also conveys the brand attitude: happiness is the true meaning of life, whether in a big city or hometown, choose a suitable way of life, is the beginning of a better life, because "the world is not only to see the outside world, but also hidden in life." This is the case with life, so is consumption, and what suits you is the best, just as the concept of life advocated by Kuaishou e-commerce: a good life can be inexpensive.

With the end of the pre-sale phase, the formal promotion period of 2023 Kuaishou double 11 has also been launched. From October 31 to November 11, high-quality head anchors of fast-hand e-commerce companies, including Prince Yu, Zhou Zhou, an Jiu, Jie Jie, Dan Jie and Xu Xiaomi, will start special live broadcasts one after another, and large consumption coupons and other super benefits will be delivered continuously.

Double 11 this year, fast-hand e-commerce all-round implementation of "low-cost good goods, high-quality content, intimate service" platform management weather vane, invest massive resources subsidy efforts, not only bring users more good but not expensive goods, create a relaxed and diversified consumer experience, so that they can buy rest assured, happy to buy, but also help brand merchants to achieve business outbreak and global growth, for the future long-term operation to open a broader space for development.

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