@Tao E-commerce Merchants! Tmall Double Eleven Investment Guide is here!

The annual Double 11 is approaching, and Tmall has issued rules for investment promotion.

The official start time of Tmall Double 11 merchant registration in 2022 is September 26 , and the registration time for products is divided into three waves—

The first wave of pre-sale products is from 12:00 on September 26 to 23:59 on October 10;

The first wave of spot goods is from 12:00 on September 26 to 23:59 on October 23;

The second wave of spot products is from 12:00 on October 25 to 23:59 on November 7.

The basic requirement for merchants on Tmall Double 11 is that it needs to meet the "Basic Rules for Marketing Access for Tmall Merchants", while Tmall International Merchants need to meet other requirements of Tmall International Platform. The verification indicators are points deducted for violations, comprehensive store experience points, merchant activity, honest operation, etc.

This year's Tmall Double 11 discount is for every 300-50 per cross-store , the price requirements for the product are ≤ 10% off the lowest price during the price verification period, except for some categories.

In addition, once the active product takes effect, consumers who receive the price reduction during the price warranty period can apply for the price warranty difference.

After reading the registration time of merchants and products, let’s take a look at the overall activity rhythm of Double 11 this year:

1. Double 11 pre-sale : 8 pm on October 24

2. The first wave of sales starts : 8 pm on October 31st to 24 pm on November 3rd

3. The second wave of sales starts : 8 pm on November 10th - 24 pm on November 11th

This setting allows merchants to stay up late when pre-sales and on-sales. Like in previous years, the shipping time of Double 11 this time is within 48 hours after payment and within 72 hours after payment, except for cross-border e-commerce goods.

In addition, Taobao and Tmall have also released 12 merchant measures , adding to grass planting traffic and product tools, and subtracting operating costs to serve merchants to prepare for Double 11. This year, Tmall has made key efforts to strengthen the logistics capabilities and content planting traffic support for merchants, and the scope of support is more comprehensive.

Judging from the specific measures, it covers all aspects of the merchant’s Double 11 business:

1. Adding the grass flow

1. Taobao Live launched the "Double 11 Super Broadcast" incentive measure to provide cold-start traffic incentives to all kinds of merchants and experts who start broadcasting.

2. The full-cycle Taobao live broadcast expansion of the first guess, main search result set, keywords and other Taobao app public domain channels provide more free public domain traffic for expert anchors and merchants' self-broadcast rooms.

3. Starting from October 10, Taobao Bangkan launched the "Starlight 1000" ranking competition, recruiting professional experts in vertical fields and personal influencers to plant content in Double 11. In addition, Double 11 provides free public domain traffic and bonus incentives to high-quality content creators throughout the entire cycle.

2. Add products and services

1. Alibaba’s “Dharmadisk” for the full cycle of Double 11 , 0 thresholds are open to Taobao and Tmall merchants, helping merchants to accurately reach target consumers.

2. The business consultant continues to upgrade, and jointly launched free intelligent analysis tools such as customer service performance, data warning, and sales forecast of major promotions to help merchants participate in Double 11 more easily.

3. Before Double 11, the logistics abnormality identification and full-link coordinated handling capabilities will be launched. In addition to merchant reporting, it will provide the ability to actively identify abnormal areas, and disclaim logistics complaints and eliminate assessment indicators for affected merchants.

3. Reduce operating costs

1. From October 21 to October 31, Taobao and Tmall merchants apply for "pre-stocking" credit loans, and Ant Merchants Bank provides a minimum 20% off interest rate discount.

2. During Double 11, Tmall and Taobao merchants can enjoy the discount on service fee reduction and exemption of [Repayment Service]. Some orders can be repaid for 0 payments on a time of delivery, and the average payment period is shortened by 7 days.

3. The Tmall premium warehouse recommended by merchants on Double 11 product entry platform will not increase in the price of the packaging operation fee and the express delivery fee will not increase in the price. Merchants adopt Taobao special delivery service, corresponding to the order express fee subsidy of 0.2 yuan per order, and home delivery service is free. After the orders of Taobao and Tmall merchants enter Cainiao Station, the platform provides additional subsidies to the end, providing consumers with home delivery options.

4. In the two cycles of August-September and October-November, Alibaba Mom’s “Super Consumption Rebate Plan” red envelope will be increased by 50%, and a single merchant can receive up to 5 million yuan.

5. Taobao Alliance’s “Super Alliance Partner Program” subsidies 1 billion yuan in the full cycle of Double 11, and participating merchants can add up to 15% of the commission subsidy.

6. Alibaba’s “Warming Plan” provides small and exclusive special packages of 99-399 yuan to small and medium-sized merchants, and receive marketing experience coupons at least 1 yuan to experience the precise monthly subscription.

...

Perhaps some merchants are already feeling weak about Double 11, and some even feel that there is not much difference from previous years. But no matter how you say that in the current environment, Double 11 is still an opportunity to improve performance. The more or less you improve depends on the merchant’s playing style. Just imagine, if there is no such opportunity, even less will not be possible.

In short, I wish e-commerce merchants a good harvest on Double 11!