Tmall Vice President Chuixue: This year, Tmall Double 11 focuses on growth quality and social value

On the afternoon of November 11 , Tmall Vice President Chuixue said at the Double 11 Media Communication Conference that growth quality and social value are the most important goals of Tmall Double 11. "We pay more attention to the improvement of consumer and merchant experience , as well as a healthier business ecosystem. " He said that the 290,000 merchants participating in Tmall Double 11 performed well, including national trend time-honored brands, new brands and international brands, all of which achieved good results.

This year, Tmall Double 11 has undergone many major changes, including the launch of a green venue for the first time, covering four major industries: food, home decoration, consumer electronics, and maternal and child products, with more than 2,000 merchants and 500,000 products participating . In terms of consumer experience, not only has the discount been expanded for two consecutive years , the threshold for full reduction activities has been lowered to 30 yuan off for full 200 yuan, but also large consumer coupons have been issued to 88 VIP users. In addition, the function of sharing shopping carts with friends and the Taobao version for elders were also launched this time. The "Public Welfare Baby " project, which was born 15 years ago, has also been completely upgraded in this Double 11. Currently, 10% of the products on Tmall are public welfare babies.

Fubuki said that the underlying tone of this year's Double 11 is "warmth". This year, Tmall's Double 11 paid great attention to meeting the needs of niche groups. Tmall and seven brands jointly launched the "One Shoe Plan", breaking industry conventions and providing disabled people with the service of buying only one shoe. Currently, more brands have responded positively.

Chuixue said that this year's Double 11 also launched unprecedented merchant support measures to help merchants reduce operating costs and create business growth. Since the beginning of this year, Tmall has launched more than 30 merchant support measures, including free business advisors and reduced return shipping insurance . During the Double 11 period, another 14 services were launched, including various subsidies, pre-sale and immediate payment financial services, and open innovation tool applications. It is expected that this year will reduce the operating costs of merchants by at least 15 billion yuan.

It is understood that the number of brands and products participating in Double 11 this year has increased significantly compared to last year . It is particularly noteworthy that among the 290,000 merchants participating in Double 11, 65% are small and medium-sized merchants, industrial belt merchants and new brands , among which 70,000 small and medium-sized merchants, industrial belt merchants and new brands are participating for the first time.

Double 11 has become the biggest determinant of new brands’ development. According to Chuixue, more than 700 brands ranked first in their sub-categories during this year’s Double 11 , and more than 275 new brands have doubled their sales for three consecutive years , maintaining rapid development .

Time-honored brands are the most successful new brands. This year, the sales of national fashion, time-honored brands, and intangible cultural heritage products have grown rapidly. "During this year's Double 11 , the sales of 220 time-honored brands increased by 100% year-on-year , and the number and amount of post- 00s consumers who purchased intangible cultural heritage products increased by 100%," said Fubuki.

A large number of manufacturing companies are accelerating their transformation into new retail companies during Tmall Double 11. Not long ago , Tmall released a D2C strategy to help companies face consumers directly, from crowd operations to full-domain consumer and product life cycle management . During this Double 11 , Tmall specially launched activities such as membership system upgrades and the " Brand Member Challenge Plan " , with more than 1,600 brands participating in the " Brand Member Challenge Plan " . So far, the plan has attracted more than 21 million brand members to participate, bringing more than 2 billion yuan in revenue growth to brand merchants , as well as more than 97 million new members. The average customer order of members is about 20% higher than that of non-member users . "Members will become the second curve of growth for brand merchants ," said Fubuki.

At the scene, Chuixue also revealed that this year a brand will have sales exceeding 10 billion during Tmall Double 11 for the first time .

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