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

As of 0:00 on November 12, the Double 11 Good Things Festival officially ended!

This year's double 11, chatter e-commerce has undoubtedly become an important battlefield for a large number of merchants looking for business increment. During the Double 11 Good Things Festival of Shaking Mall in 2023, the GMV of Shaking E-commerce increased by 119% compared with the same period of last year, and the growth rate exceeded expectations; the number of consumers in Shaking Mall increased by 111% year-on-year, and the platform record was refreshed again. At the same time, the consumer shopping experience has also been upgraded. According to the data, from October 20 to November 11, the average delivery time of merchants participating in the promotion activities was shortened by 10 hours, the logistics signing time was shortened by 6 hours, and the service coverage rate of "quick return" of the platform increased by 17% year-on-year.

The heavy upgrade of global marketing play method, financial play method and after-sales guarantee provides consumers with good price and high-quality service, but also provides merchants with opportunities for business explosion. During the activity, the number of mobile merchants increased by 91% compared with the same period of last year, the accumulated time of chattering e-commerce direct broadcasting room was 58.27 million hours, and the number of Short Video broadcast on shopping carts was 169.7 billion times. Taking advantage of the platform's global potential energy, many merchants and people harvest to promote business explosion.

01

Multi-core play

Explode the shelf business

As an important business position of chattering e-commerce, chattering mall is also the highlight and explosion point of Double 11 Good Things Festival of chattering mall. During the activity, Shaking E-commerce launched "deposit pre-sale,""official reduction,""key goods,""Shaking Flagship-merchant member,""over-value purchase,""low-price second kill" and other multi-play methods and special promotion channels to provide merchants with various subsidies and exposure resource support, attract more consumers, and help merchants quickly create full-platform hot money.

During the activity period, the GMV of Shaking Mall increased by 119% compared with last year's Double 11, and the number of consumers in Shaking Mall increased by 111% compared with last year's Double 11. Among them, under the support of "key goods,""official reduction,""deposit pre-sale" and other play methods, explosive goods have become the engine driving business growth.

At the same time, the "low-price second kill" channel of the chatter mall, with the price advantage of explosive good things superimposed, drives the merchants to pull new explosions in a short time; and through 0.01 yuan lock gifts, large-amount coupon lottery, large-amount coupons and other forms of precipitation brand members "chatter flagship-merchant members" play method, also become one of the key actions of merchants to create increment.

In addition, the promotion also creates a broader development space for brand merchants. The "Super Value Purchase" of the chatter mall brings hundreds of millions of exposure traffic resources for the whole scene such as search, recommendation and store for merchants 'commodities, and the GMV of super value purchase increased by 635% compared with last year's double 11. Among them, the sales volume of "Mailard" headband catering to this winter fashion trend increased by 6133% compared with the same period last year; the sales volume of new Chinese clothing under the national trend increased by 102% compared with the same period last year; and the sales volume of false eyelashes and dental floss necessary for home increased by 162% and 155% respectively compared with the same period last year. This year's double 11, high cost performance, popular high-quality good things have become consumers 'hearts.

02

Focus on crowd growth

Assist merchants to continuously attract new customers

Every time there is a big promotion, merchants compete for "flow" and snatch users 'attention in order to increase the scale of planting grass and gain more business increment. During the activity, starting from the dimensions of flow support, exposure resources and new customer growth, Shaking E-commerce launched multiple play methods such as "Good Things Direct Broadcast Room,""Big Coffee Direct Broadcast Room,""Live Broadcast Task Competition,""Million Single Product Plan,""Merchant New Incentive Competition," etc. to help brands improve the scale of business customers and realize business explosion.

During the promotion period, the advantages of chattering e-commerce content scenes are significant. According to the data, the accumulated duration of e-commerce direct broadcasting room reached 58.27 million hours, while in the field of Short Video, the cumulative broadcast volume of Short videos hanging shopping carts reached 169.7 billion yuan. Among them, Little Swan brand is promoted in advance with the help of Short Video. During the Double 11 Good Things Festival of Shaking Mall, the pre-sale order of "Little Black Plum" washing machine exceeds 20,000 sets.

At the same time, in order to further release the power of content planting, Shaking E-commerce launched content play methods such as "Good Things Direct Broadcasting Room" and "Big Coffee Direct Broadcasting Room" to help merchants better realize sales transformation through interest content through direct broadcast room operation support and goods subsidies. Live broadcasting helps small and medium-sized merchants improve quality and efficiency obviously.@ Wangjia Youyu official flagship store In the first half of 2023, the sales volume of 4 live broadcasts exceeded one million, and 360,000 pieces of clothing were sold during the double 11 period, which is expected to drive the factory production capacity growth to 50%.

The "live mission competition","million single product plan","merchants pull new incentive competition" and other play methods, with red envelopes, traffic, gifts and other benefits as rewards, encourage merchants, people to produce high-quality content, through richer creativity, enhance the attractiveness of content, reach a wider range of groups.

03

global collaboration

These brand goods welcome business explosion

Double 11, the most important shopping carnival in the second half of the year, is also the most important business explosion moment for merchants throughout the year. At this key node full of opportunities and challenges, countless brand merchants realize business transition through the Double 11 Good Things Festival of Shaking Mall. This year, what brands and commodities shine double 11?

During the promotion period, the business growth of domestic brands was considerable. "Jinmen time-honored brand" Chinese goods Yumeijing, double 11 early stage, classic bagged children cream sold 187,000 pieces, shea butter body milk hot sale 31,000 pieces; and Chinese beauty brand Han Shu in the promotion period is also a pleasant rise, the main product "red waist" series, 12 days sold more than 260,000 sets, a year-on-year growth of 550%.

In addition to domestic brands, high-quality sources and good things from all over the country have also entered thousands of households with the upsurge of promotion. Fujian Liancheng dried sweet potato, Sichuan dried radish, Chongqing hot pot powder, Shandong tobacco potato and Sichuan jelly orange have become the most popular agricultural specialties TOP5 in Shuanyin Mall. In addition to the delicious food of origin, the autumn and winter warm items in the industrial belt are also popular with consumers. During the period of Double 11, the average daily sales volume of Hebei Qinghe cashmere industry belt increased by more than 50%, and the average daily sales volume of cashmere commodities exceeded 250,000; the sales volume of Guangdong Dongguan wool weaving exceeded 10 million units in half a month, and the sales volume increased by 116% year-on-year, creating 132 seasonal products with sales exceeding ten thousand units.

In the beauty and daily chemical industry, where competition is particularly fierce, there are also brands that use the potential energy of chattering e-commerce shelf scenes to leverage new business increments with explosive goods. From Huazhi flagship store, we improved the score of mall operation by continuously updating the goods on sale, and won more traffic opportunities during the promotion period. According to the statistics of one month after the mall operation optimization, through the improvement of brand mall operation points, the GMV of commodity cards increased by 9825%, the number of orders increased by 260%, and the business growth was obvious.

The Double 11 Good Things Festival of Shaking Mall provides comprehensive growth opportunities for many brands and merchants. Shaking E-commerce will continue to deepen construction, focus on explosive products, shelves and content scenes, continue to work together with merchants, continuously output explosive good things, meet consumers 'pursuit of a better life, and create new achievements in the subsequent promotion nodes.

Welcome to subscribe "Shulou Technology Information " to get latest news, interesting things and hot topics in the IT industry, and controls the hottest and latest Internet news, technology news and IT industry trends.