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

At 0: 00 on November 12, Tmall double 11 ended in 2023. The scale of users and merchants has increased significantly, and the advantage of scale has been further expanded, leading to the overall growth of orders and total transaction volume, and the brand has won the most important business outbreak of the year in Tmall.

As of 0: 00 on November 11, a total of 402 brands had sold more than 100 million brands, of which 243were domestic brands, and 38000 brands had a year-on-year increase of more than 100%.

Consumers showed greater enthusiasm for Tmall's Singles Day holiday, with a total of more than 800 million visitors in the whole cycle, a record high. The number of 88vip users broke through 32 million, another record high, double-digit growth in transaction volume compared with the same period last year, and the effect of the "user first" strategy is prominent.

Merchants showed greater enthusiasm for Tmall's Singles Day holiday. The number of Zhou active operators increased by 150% compared with the same period last year, and the number of daily advertising paid merchants increased by double digits compared with the same period last year.

The price power effect brings the simultaneous growth of user scale and merchant business. In the market below the third tier alone, Tmall added more than 2000 million buyers and more than 140 million new orders this year.

Merchant members become new growth dividends. As of 00: 00 on November 11, Taobao Tmall has brought more than 100 million new members to merchants, an increase of nearly 30% over the same period last year, and orders for merchant members have increased by more than 100% for many days in a row.

Store broadcast ushered in a big breakout. Of the 58 million live broadcast rooms on the platform, store live broadcast accounted for more than 60%, 451 store broadcast transactions exceeded 10 million, and brand live broadcast rooms with over 100 million transactions appeared for the first time within 4 hours of the pre-sale period.

Since the beginning of this year, the consumer market has continued to recover, the growth rate of social zero sum online retail has increased steadily, and the overall growth of Tmall's double 11 has once again witnessed the vigorous vitality of the consumer market.

With the recovery of consumption, the market is also changing imperceptibly, and consumers have higher requirements for brand power, price power and product power. In order to better meet consumer demand, Tmall maintains double-digit growth in 88VIP transactions while focusing on user size and order volume. Price power, merchant members and store live streaming have become new engines for platform transaction growth, and have also brought larger business scale for merchants.

The systematic low-price ability has brought business outbreaks, good goods and good prices have brought the greatest business opportunities for brands and merchants this year.

Compared with previous years, Tmall put more emphasis on price power this year. On the basis of full reduction across stores, official cuts and daily low prices were launched on a large scale for the first time. 80 million of commodities reached the annual floor price, and consumers are expected to save more than 95 billion yuan in the whole cycle of Singles Day.

Price power has brought a significant increase in the number of purchasing users. In the market below the third tier alone, Tmall added more than 20 million new buyers and won more than 140 million new orders this year.

This year, "low prices" have become the focus of e-commerce, while the price power of Tmall double 11 is not absolutely low, emphasizing "good goods and good prices" and "low prices but not cheap", striving for the best prices for consumers in every price belt. This year, the whole range of Shuang 11 mine iPhone products reached the floor price of 10 billion yuan in subsidies on Taobao, and the subsidy broke out exponentially. On November 11, the turnover increased by 699% compared with the same period last year, and the number of buyers increased by 386%.

Price power has also driven a significant expansion of business scale. As of midnight on November 11, the order volume of the two new price power pallets has exceeded 210 million for "official reduction" goods and nearly 90 million for "daily low prices" goods.

Let consumers get real benefits, let businesses make money, is Taobao Tmall price power unchanged original intention. Since the beginning of the year, Taotian Group has formed a systematic low-price capacity from the four aspects of supply, flow, mechanism and ecology. October data show that the average flow of low-priced goods on Taobao has increased by 62.5%. During the double 11 period, the low-price capacity was upgraded again, and the flow feedback immediately after the commodity price reduction to meet the demand of rapid explosion during the period of great promotion.

Merchant member = new growth dividend e-commerce penetration is nearly saturated today, who can have more active users, private domain users, who can have more retention and repurchase, who will have greater growth opportunities.

As of 00: 00 on November 11, Taobao Tmall has brought more than 100 million new members to merchants, and the membership of merchants on the whole platform has increased by nearly 30% compared with the same period last year. Members in many industries, including clothing and fast consumer goods, have maintained double-digit year-on-year growth.

The continuous growth of merchant members has brought a large number of transaction transformation.

In order to help businesses benefit from private operations, this year's double 11, Taobao Tmall through free private tools, regular customer return visits and other five major measures to provide businesses with more exposure opportunities for fans, regular customers and members, bringing the continuous improvement of business operation enthusiasm. During the Singles' Day holiday, the scale of active businesses in the private domain doubled for many days.

Since the beginning of this year, more flexible regular customer prices and fan prices, a simpler membership system with lower barriers, and more intuitive business staff data have significantly enhanced the confidence of Tmall merchants on Taobao. The private domain of the store has become the core position for businesses to quickly accumulate word-of-mouth, activate members, connect fans and expand the scale of their business.

Shop broadcast broke out, Taobao Tmall opened the second half of live e-commerce double 11 this year, Taobao live broadcast ushered in a new round of ecological prosperity, 58 live studio transactions exceeded 100 million, of which 14 were for the first time, the head camp significantly expanded.

Shop live broadcast performance is particularly outstanding, 38 stores broadcast more than 100 million, 451 stores broadcast more than 10 million, Tmall power consumption, jewelry, sports outdoor, home decoration, clothing and other industries, such as store broadcast transaction growth rate is remarkable.

The live broadcast room of the official flagship store of FILA Tmall broke 100 million transactions four hours before the pre-sale of double 11, breaking the industry record, which is of iconic significance. Chiba Jewelry has become the first 100 million live studio in the Taobao Tmall jewelry industry, with store penetration rising to 38.9% from 5% a year ago.

The outbreak of Tmall's double 11 broadcast in the store has already been a harbinger. This year, brands and merchants have taken a more positive attitude in the layout of store broadcasts. In the past year, more than 300000 brands and merchants have opened live broadcasts on Taobao, of which more than 27000 stores have sold more than one million live broadcasts and nearly 4000 have sold more than 10 million.

In recent years, users' consumption decisions are more rational, and the rich information and real-time interaction of live e-commerce have increasingly become an important support for consumption decision-making. The talent live broadcast, which undertakes the task of marketing recommendation, can not fully meet the needs of users, and it is difficult for merchants to obtain continuous transaction transformation. In Taobao, shop broadcasting can connect with the private domain of merchants and form stable crowd assets, which is more and more favored by brands and merchants.

Taobao is the pioneer of live e-commerce, today live e-commerce entered the second half, Taobao once again created a trend of store live broadcast.

In May this year, CEO Daishan of Taotian Group announced the three major strategies of "user first, ecological prosperity, and science and technology drive", which are intended to enhance active user access, strengthen user hierarchical operation, and further expand the rich supply of "omnipotent Taobao", forming a multiplier effect between the user side and the supply side. The scientific and technological ability represented by AI is the key support to amplify the multiplier effect.

The outbreak of Tmall's Singles Day this year, the outbreak of price power and business members, is the direct embodiment of the "user first" strategy. Both the public domain and the private domain have achieved the peak purchase of Tmall's Singles Day in the past 15 years; the rise of live broadcast in stores is the result of the "ecological prosperity" strategy, which has opened up a new core business front for mature brands and small and medium-sized businesses. The emergence of these three new engines is inseparable from the upgrading and expansion of a series of AI tools on Taobao, and technology is the core driving force.

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