Spoiler! The gameplay of Double 11 has been exposed in advance, and these merchants have already started to take action!

      The golden autumn of September is approaching. This is a season for all things to mature and harvest, which also means that the e-commerce industry will enter the final sprint stage of the second half of the year.

Tmall announces the rhythm of Double 11 this year

      Although it is more than two months away from the Double 11 promotion, Tmall announced the pace of Double 11 this year early.

      On September 2, Alibaba’s vice president and Tmall vice president Fuyuki said at the Alibaba Mom M summit that Double 11 this year is the same as last year, and it will still be carried out in two stages. Among them, the two sales periods are November 1-3 and November 11 respectively. Merchants can conduct two waves of pre-sales in advance based on the sales time.

      The difference is that the two waves of pre-sales this year were all ahead of schedule at 20 pm. The first wave of pre-sales will be launched at 20 pm on October 20, and the second wave of pre-sales will be launched at 20 pm on November 4.

      For merchants, taking advantage of the two waves of explosions can attract different consumers respectively.

These sellers usher in new opportunities in Double 11

      In 2021, Tmall Taobao platform released measures to reduce costs and improve efficiency, which caused many changes in merchant operations. Faced with the upcoming Double 11 promotion, merchants must understand the platform's investment promotion rules and promotional gameplay in advance in order to plan products, prices and other aspects in advance.

      Recently, merchant conferences from various industries in Taobao have been held online one after another. Any shop that meets the marketing access rules of Tmall merchants can be shortlisted for the Tmall Double 11 promotion.

      According to the Double 11 investment rules of some Tmall category merchants this year, large-scale fast-moving consumer goods such as beauty, mother and baby parent-child, toy trendy toys, home cleaning, personal care, pets, fragrance and aromatherapy, and men's care are still the main industries of Tmall Double 11. In addition, the growth of the four categories of men, perfume, pets, and trendy toys has been significantly increased, and they have been separated from the original industry and operated independently, becoming the first-level industry of Tmall. As independent category merchants, they may invest exclusive resources by the platform. This type of merchant can start with the purchase habits of buyers in different cycles, and make differentiated settings based on their demands on the gameplay and discounts of goods, and may explode quickly during Double 11.

Do these better to welcome the promotion

      Every year on Tmall Double 11, it is a good opportunity for merchants to sprint and turn the tables, and they must not be missed. Although it seems that there is still some time before the Double 11 promotion, merchants still need to prepare a lot of content. They need to do the following aspects to ensure the smooth progress of the promotion.

      1. Pay attention to platform policies. Under the general trend of reducing costs and increasing efficiency on Tmall platform, the investment promotion and activity price rules for Double 11 this year will continue to be simplified. Faced with the long-term Double 11 line, merchants should pay more attention to products, logistics and other services, reduce too many marketing routines, and use simple gameplay to guide consumption.

      2. The product selection and discount strength of the Double 11 promotion determine the user's purchasing power. As the consumption habits of consumers continue to change, it is necessary to more accurately grasp the needs and search habits of users, and improve the conversion efficiency of products through trendy product shopping guides. Merchants can prepare differentiated products for two waves of sales rhythm, attract consumers' attention and core hot products to increase store sales through low-priced product drainage, new product categories, limited products, etc.

      3. Live short videos are an important way to attract traffic. In an era when everything can be broadcast, for consumers, live broadcast makes up for the lack of information that occurs when products are spread through pictures and texts, and can display products in a comprehensive and efficient manner; for merchants, live broadcast can greatly shorten the consumption link, and there is only one click to buy from seeing. As the Double 11 promotion is approaching, merchants can quickly plant grass through store self-casting and short video content, and use content guidance to connect users and store products to further guide users to consume.

      4. Multi-channel layout, enlarge the public domain through private domains, and close the store traffic. Competition in the e-commerce industry is becoming more and more inspiring, and traffic costs are also getting higher and higher. Merchants may wish to combine on-site + off-site, online + offline, public domain + private domain, and purposefully use the characteristics of different platforms such as Weibo, Xiaohongshu, and Zhihu to layout the omni-channel, bringing new increments to themselves.

      5. Improve logistics and after-sales service. After-sales service is also very important as the end of the e-commerce industry. Only by facing a large number of orders can we increase customer service response speed, reduce return rate, and improve logistics timeliness to retain more precise consumers.

      In short, when doing business, we pay attention to "people, goods, and places". This year's Double 11 promotion is an excellent opportunity for merchants to increase sales, and they must make careful arrangements.