Friday Forum – We bring the hottest questions from the Chinese Social & Digital space to our brightest minds.
周五论坛——让中国社交与数字领域最热门的话题碰撞出思维火花

How’s this year’s Double-11 sales festival different from previous years?
今年的双十一购物节和往年比有什么不同?

Ashley Wu
Senior Account Manager / We Are Social

今年双十一购物节相较往年在时间上略有延长,第一波预售在10月21日已经开启。由于活动周期的延长,品牌方需要进一步完善在产品供应和客服上的策划和执行。同时,直播在今年取得了耀眼的成绩,成为了今年双十一购物节最有效的销售方式。作为最有影响力的主播之一,李佳琦的直播间在双十一预售的当天售出了价值53亿元的商品。他的部分直播内容被粉丝制作成表情包流传。

Double 11 promotion has been prolonged to start already on Oct 21st this year, which requires well-thought planning and execution from the brand's side in terms of product supply and customer service. Besides the extended promotion period, live streaming has been one of the most effective methods to drive sales during this year's sales festival. The famous live-streamer, Jiaqi Li, impressively generated 5.3 billion RMB in sales on the launch date of Double-11. Parts of his live-streaming even become a meme.

Howie Jiang
Account Manager / We Are Social

年年双十一,今年最大的变化莫过于双十一也没那么双十一。疫情之后刺激消费的经济需要和报复型消费的大众需求产生了共鸣,奇奇怪怪的各类“小双十一”满减大促购物节如雨后春笋般冒了出来,这反倒让大家对双十一的期待打了折扣。这不,双十一还没到,打工人们提前预售付了尾款的快递都拆了好几十箱了。这也就印证了那个不变的,依旧是你永远算得不如卖家精的预售算法,还有你依旧觉得双十一不囤点啥就会亏的消费心理。

The biggest change this year is that it feels less “Double 11” than before. The economic need to stimulate consumption resonates with consumers' retaliatory shopping needs in the post-pandemic period. Various promotion events have sprung up early this year, which lowers people’s expectations for the real D11 promotion to some degree. You can see that D11 has not the same "hype" with dozens of packages already been delivered, which were paid with deposits and final payments from the pre-order period. This also proves the unchanging D11 rule, that for the pre-order algorithm, you will never be as clever as the sellers that are still able to play with consumer psychology and FOMO, the fear of missing out.

Ivy Wang
Associate Account Manager / We Are Social

随着双十一的来临,这个主要的购物节成为了众多店铺商家激烈竞争的主要战场,然而也有一些品牌采取了截然相反的策略,例如更少的限时抢购且不做复杂的优惠玩法。例如网易严选在官方微博宣布,出于人们由于疫情受到的影响,网易将退出双十一,在今年不做任何复杂优惠玩法。有趣的是,网易此举在网络上受到了很多积极的回应与支持。与很多美国商家计划取消黑色星期五促销活动相似,我们不难推断出,杜绝过度消费主义和促销狂欢,并营造健康理性的网络消费可能成为下一个趋势。

Although many brands are highly competitive during this major sales festival, I noticed some brands took a very different approach with less time-limited deals and complicated discount schemes. For example, Netease chooses to officially announce they will exclude any complicated deals and calculations with respect to consumer's current endeavors due to COVID-19. Interestingly enough, Netease received favorable comments and positive reactions on social media. Just as brands in the US are starting to canceling Black Friday, we may see this trend continuing for next year's Double-11.

Jessie Zhou
Associate Account Manager / We Are Social

今年双十一最大的不同是时间上的分成了两个阶段。1~3号为第一波,11号为第二波,同时也对应两波预售。一定程度上缓解了物流压力,提高了消费者的购物体验感。但是漫长的活动周期也对品牌电商运营玩法提出了更高的要求。
今年另外的一个亮点是直播。10月20日预售预热开启,这一天薇娅和李佳琦的直播间观看人数均超过了一亿人,实现了历史新高,这体现了消费者网购习惯的改变。

One unique thing about this year’s Double 11 Festival is the division of two sales windows, opening on Nov 1st - 3rd, and Nov 11th. The new time division eases the logistics pressure and also enhances the shopping experience of consumers. However, the period between these two occasions also requires brands to develop smarter solutions in their e-commerce operations. Another special thing to be focused on is live-streaming. During the opening of preselling on Oct 20, viewing of Viya and Jacky Li’s live streaming both reached the new highest of over 100 million people, which also reflects the change of trends in consumers’ shopping behavior.

Claire Ren
Senior Account Executive / We Are Social

首先,今年11.11活动比往年提前了,很多品牌在11.1就开始了第一波促销。
此外,今年11.11有两种跨店折扣,满300减40和满200减25,因此,也有更多不同规模的店铺加入了11.11跨店满减阵营,例如一些私人的海外代购店铺。

First of all, this year’s Double 11 festival begins way ahead of time, thus we're no more limited to a specific date. Starting from Nov, 1st, many brands already started their first promotions. Additionally, I've noticed this year's Double 11 festival has embraced two distinctive discount-models: Buy for 300 and get 40 Off, and Buy 200 and get 25 Off. A large number of online stores, big and small, have all used these specific discount campaigns during this sales festival, including overseas stores.