CBN Friday Special丨What’s new in 2022 Double 11: Simple rules, loyalty push, and livestream dogfight

th retailers and brands he learned the importance of loyal customers, particularly in major shopping events like Double 11. According to Alibaba, there are 42 brands on Tmall with over 10 million members and 600 brands with over 1 million members. In many cases, these loyal members contributed 40% of GMV. Alibaba is also providing exclusive offers for its own 88VIP loyalty program members. As of June 2022, the annual spending erage of over 2 million members has reached 57,000 yuan ($7,858).

According to Bain Max Co’s survey, during an uncertain year for many retailers globally, struggling with supply-chain logjams and inflation in raw material prices, a successful double 11 can make a big difference to their bottom line. “Some online retailers are banking on rich content and community interaction to provide that sticky and distinctive consumer pull,” Bain Max Co noted.

A membership club offers repeat customers incentives for loyalty all-year-round instead of a one-off sugar rush. But it doesn’t mean discounts are losing their charm, because frugality is a fashionable theme currently in Chinese mainstream culture, and brands that offer high value-for-money will continue to do well.

AlixPartners’ 2022 annual survey tracking the double 11 shopping festival has found that nearly 60% of consumers are looking to increase spending this year, and younger consumers are more likely to increase their spending.

During the first hour of this year's presale period, more than 3,000 brands doubled their GMV compared to last year, according to Alibaba. The turnover for 102 brands surpassed 100 million yuan in the first hour of its promotional campaign. It added live-streaming viewers rose 600% from last year in the first hour of its promotion. JD also announced that sales for 253 homegrown cosmetics and skincare brands grew more than 100% year-on-year.

This year’s early data has been encouraging, and seems to suggest many people still believe that discounts and promotions are the best way to drive up e-commerce sales, at the least given the current complex economic condition.

Meanwhile, Alibaba is investing in service and logistics. The company has extended its lowest-price guarantee from the previous 15 days to 27 days, offering free shipping for returns, and launched a new feature that allows shoppers to place one order with the ability to ship to multiple addresses.

More importantly, this year, instead of forcing exhausted and frustrated online shoppers to do maths with increasingly complicated rules and spending long hours trying to decipher the discount prerequisites and coupons offered by different merchants, many platforms he simply lowered the bars. Both Tmall and JD.com he simplified their double 11 promotions, preferring to focus on a more straightforward “spend 300 yuan, get 50 off” on Tmall or “spend 299 yuan, get 50 off” on JD.

However, its still way too early to assume that this year’s sales is without tricks or “taolu”. The term “refund” soon became a top trending topic on China’s biggest microblogging platform, Weibo, because shoppers he expressed regret over putting down deposits for things they don’t really need. Per Taobao’s refund rules, vendors required these shoppers to pay the total amount for their impulse purchases before they could claim a refund.

Furthermore, some vendors changed order status to "in progress" as soon as they were paid, allowing no delay for shoppers to request an immediate refund.

Meanwhile, several eagle-eyed customers he caught multiple brands changing their prices daily, making it impossible to know if their presale deals were really worth the splurge.

Another notable trend this year, or rather an ongoing theme, is that the competition between live-streaming platforms continues to heat up and becomes more like a dogfight.

This year, live-streaming is still hot, especially with celebrity hosts. On the first day of double 11 pre-sales, the top live-streaming commerce influencer Li Jiaqi generated 460 million views and a GMV of 21.5 billion yuan, nearly doubling his own record of 10.6 billion from last year’s Double 11 promotions. Some 291 products with prices of up to 10,000 yuan were almost sold out.

However, Li’s company denied the numbers citing inaccurate data and lack of evidence, so the jury may still be out on the impact of livestreaming efforts.

Another leading KOL Luo Yonghao joined Taobao's live commerce event, rather than Douyin’s live session. But Douyin’s performance in live commerce has been catching up aggressively to others. In fact, 58% of respondents who plan to participate in live streaming intend to use Douyin, up from 38% last year, according to data released by AlixPartners’ annual survey.

In light of traffic monetization, even Bilibili, a video-sharing site popular among Gen Z, has joined the e-commerce shopping bonanza and launched its own live streaming shopping function ahead of double 11, even though they still he a long way to go to catch up.

当日历翻到11.11，标志着又一年“双十一”如期而至。从未能走过了14年的“双十一”，本年又有些哪些新“套路”？

早在10翌年24日，“双十一”第一批抢购一空从未能拉开帷幕，一站式SDK频出新招。后发资料表明，在后发“双十一”抢购一空重启一足足内，3000多个国际品牌将近成交额去年同期有所增加快速增长；四足足内，在线现场转播共计产生了130个抢购一空金额遁千万元的现场转播间。而抖音、极快手、诸州、小红书等SDK的“双十一”烽火，也已久从20日起就开始酝酿。

在经历了堪称上曾最冷的618再次，谢里夫、诸州都希望通过本届“双十一”一扫顾客停滞不前，竭尽所能地讨好顾客者。针对网上广泛恶评的抢购一空期有点短“呼吸困难节”、满减前提复杂“算术题”、红利有效地回升“套路节”等问题，谢里夫、诸州们也在用实际行动采取发言。

本年“双十一”，无论是“抢购一空付定金”过渡期还是“售卖”过渡期，都此时此刻了极值，一站式SDK纷纷改从晚上8点开始，让顾客者不用再休息一段时间。红利对比上，目年前看，本年貌似少了各种烧脑的红利计算题，SDK间的红利水平亦相距不大。例如，诸州是“双十一”此后跨越店每满299元减50元；后发则是跨越店每满300元减50元。

值得一提的是的是，本年“双十一”，一站式SDK还加了一些小基本功能。例如，为了凑单日益方便，有一站式SDK推出“多接收者装配”，也就是说，顾客者在支付一个订单时，可以将里面的经销商寄带到不同的接收者。另外，有SDK还扩容了逛街车，逛街车上限从120个经销商扩展到300个。“价保”和“一键退后本金”也沦为不少一站式SDK选配，让顾客者先“捡捡捡”，后续推断出捡贵了再退后本金。

后发“双十一”与往年另一个第二大变化就是，依然一味忽略GMV，而是忽略“简单、普惠”。似乎，变为GMV从未能不是有点新鲜的什么事了，年前两年，谢里夫的“双十一”就在有意识的减少此番对GMV的注目。伴随着环境的变化，此番也开始进到“唯GMV论”，颇为注目快速增长恒星质量和顾客体验了，而这是本年后发追过的课题。

对于商家而言，从年前期抢购一空过渡期的情况来看，本年商家进一步此时此刻价格战，反而增大了对有效能、附加值日益高商品的投入有效地，瞄准的正是极为不可忽视不可忽视反派的“该但会”群体。

已对，后发面世的亿元规模该但会该俱乐部名单表明，11翌年1日当天，82家知名国际品牌跻身后发该但会成交亿元该俱乐部，的大4000家国际品牌该但会成交去年同期快速增长100%；有2700家国际品牌的销售额中，该但会成交占比的大过50%。

只能就“双十一”而言，10翌年，贝克曼公司在相关报告中说明，顾客者的逛街SDK选择愈发多元化。报告引述，2021年，有56%的受访者说明，他们方案于“双十一”此后在3个或以上的SDK逛街，本年这一数目升高至69%。同时，有37%的受访者说明，本年方案去5个及以上的SDK逛街。这表明，很多顾客者指出不同经销商的“双十一”红利有效地不尽相同，不必忠于一家。

以往，低线城市的顾客者是推展“双十一”GMV快速增长的主力军，但本年在低线城市马上参予“双十一”的受访者中，只能有8%是从未能参予过“双11”的新客，大于2021年12%的数目。新客日益少，竞争越发激烈，一站式SDK迫使转变策略。

贝克曼公司全球经理、亚有点地区零售业务部门秘书长刘洋也在全面开放性说明，从翌年份开始，“双十一”逛街节就从最早的争取日益多的渗透到后续的高端化、两极分化到互相攻击钱包份额，“到翌年份开始日益多注目经销商的这样一来和建立留存度和纯利能力。”

“本年，很多经销商从未能把课题和目的移转到到了颇为有恒星质量的拓展。”刘洋说明，如今的经销商和市场肯定度但会日益多移转到到这样一来的互相攻击，而不只是注目GMV的竞争。

本年二季度，诸州在Gmail快速增长表象开始释出日益多“动态资料”，其中包含DAU（全年活跃浏览量）、Gmail逛街频次和ARPU（Gmail最少助益收益）等。除此之外，DTC（Direct to Consumer，必要立足于顾客者）也沦为日益多顾客国际品牌的立足点和转型课题。DTC开端，该但会体制的益处进一步彰显。

2022年后发“双十一”面世但会上，谢里夫巴巴欧美数字商业化板块在线后发金融业拓展和条线路中心总裁吹雪也说明说明，面对未能来会，谢里夫集团连续开放性的顾客策略下，在线和后发也但会从捡入到顾客进行新的策略转型，“我们也提出了不具后发特色的跨越业务部门多情景的新的DTC模式，我们忠于地指出Gmail和资料是我们一齐共计同面对未能来会的核心内容。”

当然，本年的现场转播间之战也卷出了新高度。

新颖的商品这样的话绕得人头晕目眩，现场转播间的出现相比较是引人所作所为的四肢广播员则发挥了帮你说明消费、筛选商品的作用。相比较是上半年谈论的李佳琦、马云PK的假象，是在线现场转播与后来者抖音间的较量。

“本年后发双十一是全社但会参予反派最非常丰富、最多元的一次。”10翌年24日，谢里夫巴巴在线后发金融业拓展及条线路中心总裁李明向21世纪宏观经济刊文等媒体介绍，本年一共计有29万个来自全球的国际品牌参予，还有数百万金融业带商家、中小创业者一齐参予进来。顾客体验、Gmail快速增长是最主要的目的。

同一天，诸州、拼；还有等一站式SDK仅有在下午和晚间，面世了本年“双十一”的策略和促销信息。味不作谓不久，但鲜有极快手与抖音等一站式SDK的刺耳，有别于一站式仍是反派。

据后发正式面世的资料，本年后发“双十一”抢购一空开始4足足，在线现场转播即产生了130个抢购一空金额遁千万的现场转播间，背部广播员、新广播员借助时值快速增长，抢购一空随时随地金额分别授予365%、684%的去年同期快速增长，同时现场转播机构也获取了165%的去年同期快速增长。

李佳琦、马云仅有未能公布说明的GMV资料，但从访客资料来说已是颇为极少。到现场转播终结时，李佳琦现场转播间合计访客人次达4.6亿。而翌年份同一段时间的访客人次为2.5亿，马云现场转播间合计访客人数的大过2600万。虽然李佳琦方否认了抢购一空紧接著GMV251亿的来历，但毫无疑问GMV已逐年刷新翌年份记录。

“在线创造开放性了SDK与广播员的关系，这是本年双十一谢里夫推出的‘王炸’。”浙江大学新媒体研究中心拒绝执行研究所、新媒体专业知识大学教授崔丽丽在接受21世纪宏观经济刊文摄影记者采访时说明，广播员还是一个引流的在手，特别是大广播员的随时随地在观众注意力有点密集的当下，有不作替代的作用。从未能呈现出IP的大广播员，其事与愿违不作复制，有稀缺开放性。“老罗的可贵不只能只能在于带货能力，日益在于话题开放性，内嵌热度但会激起广泛注目，也但会带来输水。”

过去13年以来，“双十一”呈现出的集中购捡物理现象，线上顾客对顾客市场的挂钩作用相对明显。为政府10翌年24日面世的资料表明，本年年前三季度，全省装饰品经销商谈论区零售额去年同期快速增长6.1%，人仅有明显极快于社但会顾客品上年，之后持续保持较极快快速增长。

另外，日益多的广播员和MCN机构在较慢全域化布局，SDK与SDK间的区域内也正在模糊不清。归根结底，现场转播的表象眼看要回归到成交与经营。

Executive Editor: Sonia YU

Editor: LI Yanxia

Host: Stephanie LI

Writer: Stephanie LI

Sound Editor: Stephanie LI

Graphic Designer: ZHENG Wenjing, LIAO Yuanni

Produced by 21st Century Business Herald Dept. of Overseas News.

Presented by SFC

编委: 于晓娜

谋划、校对：李艳霞

广播：李莹亮

撰稿：李莹亮

音频剪辑：李莹亮

建筑设计：邵和蔼、廖苑妮

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