Double 11: A Never-Ending Carnival: From Numbers to Hearts

Double 11: A Never-Ending Carnival: From Numbers to HeartsFrom a single day to a whole month, the Double 11 shopping spree has stretched longer and longer, to the point that on November 11th itself, many consumers' first reaction was: "Isn't Double 11 over yet?" Indeed, ubiquitous shopping app pop-ups, coupons and red envelopes covering all product categories, live streams filled with impassioned or soothing introductions, and the constant stream of bills and deliveries, have become the backdrop and white noise of the past month seemingly tireless, they've collectively constructed the "longest ever" Double 11. Even though specific GMV figures are no longer displayed, the platform still routinely publishes its performance report:Taobao, as of 24:00 on November 11th, saw 589 brands achieve over 100 million yuan in sales during the entire period, a 46

Double 11: A Never-Ending Carnival: From Numbers to Hearts

From a single day to a whole month, the Double 11 shopping spree has stretched longer and longer, to the point that on November 11th itself, many consumers' first reaction was: "Isn't Double 11 over yet?" Indeed, ubiquitous shopping app pop-ups, coupons and red envelopes covering all product categories, live streams filled with impassioned or soothing introductions, and the constant stream of bills and deliveries, have become the backdrop and white noise of the past month seemingly tireless, they've collectively constructed the "longest ever" Double 11. Even though specific GMV figures are no longer displayed, the platform still routinely publishes its performance report:

Taobao, as of 24:00 on November 11th, saw 589 brands achieve over 100 million yuan in sales during the entire period, a 46.5% year-on-year increase, with 45 brands exceeding 1 billion yuan in sales. Taobao Live saw 119 live streams achieve over 100 million yuan in sales, with 49 of those exceeding 100 million yuan in sales, a year-on-year growth exceeding 100%.

JD.com, as of 23:59 on November 11th, saw over 20% year-on-year growth in the number of shopping users, and the number of orders from JD.com's procurement and sales live streams increased by 3.8 times year-on-year. Over 17,000 brands achieved over 5 times year-on-year growth in sales, and over 30,000 small and medium-sized businesses saw sales increase by over 2 times year-on-year.

Douyin E-commerce, from October 8th to November 11th, saw sales of over 33,000 brands double year-on-year, with sales of nearly 17,000 brands increasing by over 500%. 111 e-commerce creators' live streams achieved over 100 million yuan in sales, over 470,000 e-commerce creators saw sales double year-on-year, and nearly 250,000 e-commerce creators saw sales increase by over 500%. Shelf-based sales contributed 42% of overall sales, continuing to see an increase.

Kuaishou E-commerce, saw over 7 million new paying e-commerce users; in the content domain, the number of businesses achieving a single-session GMV exceeding last year's Double 11 peak exceeded 57,000, and the number of live streams achieving over 1 million yuan in sales surpassed 2,500; in the pan-shelf field, the number of businesses exceeding last year's Double 11 peak daily GMV exceeded 84,000, with product card GMV growing 110% year-on-year, and search GMV growing 119% year-on-year.

Xiaohongshu E-commerce, saw the number of million-level merchants increase 5.4 times year-on-year, and the number of buyers who achieved over 10 million yuan in single-session sales increase 3.6 times year-on-year. At the same time, this was their first Double 11 event after focusing on shop live streaming, and the number of shop live streaming rooms achieving over 1 million yuan in single-session sales reached 8.5 times last year's level.

Bilibili, witnessed a 154% year-on-year increase in sales GMV, and a 79% year-on-year increase in the number of UP users selling products. The number of orders for products priced over 1,000 yuan was twice that of last year, the number of UP users achieving over 10 million yuan in sales GMV was nearly five times that of last year, and the number of advertisers was 6.6 times that of last year.

While the numbers are relatively detailed, the overall feeling they convey is vague. In fact, even though simplicity and transparency are constantly emphasized, Double 11 remains a mathematical problem for platforms, merchants, and users alike. Everyone is working hard, meticulously calculating, to make money and save money. Some are tired and quietly withdrawing; others are unwilling to give up and continue to persevere. But amidst this "unchanging," many changes are also happening. Of course, it's also possible that some "shenanigans" are brewing.

Membership

This year, on the earnings call following Alibaba's earnings report, 88VIP members became one of the key topics related to Taobao. Last year, management was concerned about price-sensitive consumers, but now, their attention is shifting towards "high-end consumers," represented by 88VIP members.

The so-called "88VIP" is a membership system born from the integration of services across Alibaba's various platforms: consumers pay 88 yuan for an annual membership card, which grants them joint memberships with platforms like Youku and Ele.me, a 9.5% discount on orders from Tmall Supermarket, Ali Health, Tmall Global self-operated stores, and multiple brands, as well as free return shipping, points for red envelopes, and stacking large-value coupons. Taobao's data shows that 88VIP members have consistently maintained double-digit growth over the past year, with a membership base exceeding 42 million as of June. This Double 11, as of midnight on November 11th, the number of 88VIP members placing orders increased by over 50% year-on-year.

JD.com also has its own membership system - JD PLUS, which has been online for nine years. Data from JD.com shows that JD PLUS members spend an average of 10 times more per year than non-PLUS members. After becoming PLUS members, ordinary users see their spending increase by over 150% within a year, and their spending frequency increases by over 120% year-on-year.

88VIP members and JD PLUS members are both considered by the platforms to be the most purchasing power. This may be the reason why the 88VIP member exclusive coupons have a high usage threshold. The first round only offered two options: full 7,000 yuan minus 560 yuan and full 3,000 yuan minus 240 yuan, with lower thresholds only offered later on.

Bulk Buying

Bulk buying is a rule that platforms, merchants, and consumers all know well, especially during big promotional events. Even though Zhang Dayi closed her shop, which was mocked as a "bulk buying tool," consumers can still find replacements, not necessarily "substitute" but rather "higher-level alternatives." This year's Double 11, Ralph Lauren has become a "new bulk buying brand." Since it did not participate in the platform's full 300 yuan minus 50 yuan promotion, but was included in the scope of 88VIP member exclusive coupon usage, coupled with a higher unit price, it has transformed into a must-have for many shopping guides. More importantly, it allows for "instant refunds." Order, refund, and money back, without even reaching the shipping stage.

A brand representative told Dianchang that after the usage threshold for 88VIP member exclusive coupons increased, consumers would buy many products they didn't actually need in order to meet the conditions, and then return them. In cases where the products have not yet shipped, these actions result in actual losses for merchants primarily in terms of advertising and marketing expenses. As for Ralph Lauren, it has achieved indirect promotion through the flood of bulk buying.

One consumer observed that on the evening of October 21st, all products in Ralph Lauren's store were removed. The aforementioned representative said that even if the losses are minimal, "for shop operations, repeated ordering and refunds create a significant workload." However, this individual also mentioned that every transaction has been counted in the platform's GMV. In other words, higher-threshold membership exclusive coupons are one of the platform's methods for boosting GMV.

Some merchants familiar with the rules, in order to reduce the "damage" they suffer, even set up special bulk buying links, labeled as "old customer exclusive" or "no real product, no logistics."

"We Sincer

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