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

The 2023 Kuaishou double 11 Shopping Carnival officially ended, with Kuaishou e-commerce GMV and orders reaching new highs, a record one-day peak, and brilliant growth in brands and general shelves.

According to the final report of Kuaishou double 11 Shopping Carnival, nearly 100 million Kuaishou consumers and more than 1 million merchants and anchors participated in the double 11 promotion. The number of orders for the whole cycle of double 11 increased by nearly 50%, the number of movable goods increased by more than 50%, the GMV of small and medium-sized businesses increased by 75% compared with the same period last year, and brand GMV increased by 155%. Among them, the number of brands increased by nearly 2500.

This year, the scale of Shanda, which participated in the promotion of platform double 11, exceeded 1 million for the first time, and more and more merchants and anchors have achieved business growth in Kuaishou e-commerce. We also found that during this great promotion, many excellent anchors emerged and were deeply loved by Lao Tie. They provide the old iron with "good but not expensive" goods, and use their word-of-mouth and influence to make users willing to place orders, repurchase and other consumption behavior on the platform, all showing the scene of prosperity of Kuaishou e-commerce and the characteristics of strong fan stickiness.

In order to encourage more anchors to participate in platform activities and policies, this year's Kuaishou double 11 Shopping Carnival, Kuaishou e-commerce launched the "double 11 Peak Honor Race" for anchors, opening two tracks-"pre-sale period Peak Competition" and "formal period Peak Competition". And provide award-winning anchors with giant screen rewards for landmarks in key cities in the country.

Double 11 peak anchor shines in Shanghai Huangpu River pre-sale period peak stage, the platform anchor actively signed up to participate in the honor competition, finally, the anchor egg, Li Xuanzhuo break through themselves, regardless of the pre-sale period GMV, user recall, user purchasing power and other aspects, the two head anchors showed super strength, in the double 11 pre-sale period to the hundreds of millions of old iron first to deliver low-price good goods, leading the double 11 promotion.

A few days ago, the personal image of the anchor appeared on the big screen of the Magnolia Square, the tallest building in Puxi, and anchor Li Xuanzhuo also appeared on the light show of the Citigroup Building, a landmark on the Bund. When the anchor, who is always active in the mobile phone screen square inch live room, appears on the huge screen of more than 10000 feet, the strong sense of existence and honor brought by the big screen is self-evident for both anchors and fans. The anchors have the opportunity to show their elegant demeanor, and fans can watch and clock in closely, cheering for the anchors offline, further narrowing the distance between the fans and the anchors, and improving the fans' good feeling and stickiness towards the anchors.

The lineup of "Quick hand with goods all-Star" lights up the landmarks of the country's key cities.

At the peak of the formal phase, we found more powerful new faces. This double 11, in addition to the exclusive traffic of 18 billion double 11, Kuaishou e-commerce also provides operators with supporting policies such as stream plan, shake plan, explosive plan and so on, which also allows more anchors of Kuaishou e-commerce to make use of this important promoting node to achieve explosive growth and leap of business on the platform.

According to the comprehensive contribution of the anchors participating in the "Peak Honor Competition" during the double 11 promotion period, Kuaishou selected a total of 10 award-winning anchors, including Shijiazhuang Rui Sister, Taiyuan Lao GE, CC Datong, proprietor's original design, Zhang Ying original home textile, Wu Zhaoguo, Zhou Zhen loveliness, long Brother, Xiao cui Home Children's Wear, and long Xiaodou Tea.

Among them, Zhang Ying's original home textile, cute children's clothing, long Xiaodou tea and other anchors are all new faces that stand out. Anchor Zhang Ying original home textile deep ploughing home textile industry for 10 years, has from the procurement of cloth-fixed style-production and processing-finished product design ability to create an one-stop product, in the field of home textile accumulated senior professional background and e-commerce sense of smell, so that it can continue to learn to optimize fashion elements, continue to develop more cost-effective products, and then be trusted and selected by fast-hand iron.

Tea anchor long Xiaodou said that tea focused on high-quality Pu'er tea, in-depth study of the major Pu'er producing areas in Yunnan, to achieve strict control of the source, and with a deep understanding of Pu'er tea, dedicated to the promotion of products, launched a number of classic good tea. In terms of marketing, in the live studio and short video works, the anchorman will meet with fans about tea online, popular traditional Pu'er tea technology and cooked tea production technology and other professional knowledge, so as to attract the attention of many people who really love tea. Under the blessing of "quality Pu'er from the source area + professional tea tasting people", anchor long Xiaodou said that tea has grown into a TOP anchor in the tea category.

The anchorman Little cute Home Children's clothing Anchor aims at the Baoma group of fast-hand users, relies on the advantage of direct sales of goods owned by his own factory, and has absolute control over materials, quality, price, and other aspects. to be able to customize "good but not expensive" differentiated low-cost goods for fans. On the basis of the advantages of the goods, Little cute family children's clothing also gives full play to its advantages in "wear and match", through the continuous output of high-quality recommended content such as "children's clothing daily matching update" and "fashion trend children's wear". Pry users to continue to transform and close a deal.

From these anchors, it is not difficult to find that anchors have a deep understanding of the live e-commerce industry and their deep friendship with fans. When we see the exclusive declaration of each anchor on the city screens such as the West Lake Skyscreen in Hangzhou, the Eye of Guangzhou in Guangzhou and the Middle Street screen in Shenyang, for example, "the old iron needs to listen attentively", "the live broadcast brings goods with heart", "the first-hand supply of goods is really good, and all the high-end goods of popular styles are taken home", "order does not need to be better than home", "good products are cheap and good, good reputation accumulates over time" and so on. Every kind and honest cry makes us feel clearly that excellent anchors not only pursue long-term business operation and sustainable growth in Kuaishou e-commerce, but also pursue to bring more good and inexpensive goods to consumers. They use carefully built low-cost good things, so that fans can achieve a "good life, can be inexpensive" good life experience.

Anchors have always been a key part of Kuaishou e-commerce ecology. Now, they are the important practitioners of the platform management weather vane "low-price good goods, high-quality content, intimate service". Through trusted anchors, consumers find good things at low prices and enjoy intimate and high-quality consumer experiences. as a result, they continue to deepen their trust relationship with platforms and anchors, further promoting the business growth of platforms and anchors.

Kuaishou e-commerce is committed to creating a high-quality and diversified e-commerce anchor development ecology, so as to provide continuous help for the anchor's long-term operation on the platform.

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