Taobao's year-end Good Price Festival comes to an end: the number of "official instant discount" orders exceeds 65 million, and the mentality of "good products and good prices" is highlighted

Taobao ’s year-end good price festival has officially ended!

This year , Taobao set the Good Price Festival as the theme of the Double 12 promotion for the first time, upgrading the venue from a sub-venue to the main venue, and continued to increase the "good products and good prices". Compared with previous years, the year-end Good Price Festival has been significantly upgraded in terms of discount intensity and product scale.

Taobao's "good products at good prices" mentality has been further strengthened, and the number of orders for "official instant discounts" exceeded 65 million , with a particularly significant increase in orders from third-tier and lower-tier markets . Brands participated in the Good Price Festival for the first time and relied on "good products at good prices" to achieve business explosion. During the Double 12 period, Taobao's 10 billion subsidy transaction volume increased by 829 % year-on-year, and the average daily number of purchasing users increased by 351% year-on-year.

With the increase of "good products and good prices", small and medium-sized businesses have seen a surge in transactions

During this year's Taobao Double 12 Year-end Good Price Festival, small and medium-sized businesses achieved explosive growth. On the first day of sales on December 9, Zheng Jie's Hetian jade bracelets sold over 100,000 pieces, with the average customer price increasing by 70% month-on-month; and Jimu Home Furnishings' sales increased by nearly 200% month-on-month.

For new merchants established this year, Taobao launched an exclusive IP "New Store Rewards" during the year-end Good Price Festival to help new merchants quickly achieve a cold start. Four hours before the sale started, the new Taobao merchant "XYILLUSION" completed more than 5,000 orders in the entire store, and the average daily order volume of "Bo Cat and Lang Rabbit" increased by more than 4 times compared to usual.

The performance of store broadcasting is also very impressive. The overall store broadcasting transaction volume of household appliances increased by 30% year-on-year during the entire Double 12 period last year. Many new stores have achieved rapid growth through store broadcasting. On December 11, the store broadcasting traffic of "Zhejiang and Anhui Specialties" increased significantly, and the order volume increased by nearly 20 times compared with usual times; the number of visitors to "Gui Dafu Silver Jewelry Wholesale" increased by 4 times compared with daily sales, and the number of completed orders increased by 13 times.

When Taobao Good Price Festival was first established, it was an exclusive marketing channel tailored for small and medium-sized businesses. After its effectiveness was fully verified during the 618 and Double 11 periods, the Double 12 Good Price Festival was upgraded to the main venue and attracted a large number of brands and small and medium-sized businesses to invest heavily.

During the 618 period, the transaction volume of over 2.56 million small and medium-sized businesses exceeded that of the same period last year; on Double 11, the third-tier and below markets alone added over 20 million new purchasing users and received over 140 million new orders.

It is understood that Taobao Good Price Festival will be operated as a long-term IP in the future, and will continue to increase investment to ensure good products and good prices.

Brands participate for the first time, with subsidies of 10 billion yuan growing rapidly

Compared with 618 and Double 11, the biggest change in this Taobao Good Price Festival is that this is the first time that brands have actively participated in the Good Price Festival, bringing a large number of hot-selling products. The number of participating products increased by nearly 20% year-on-year, setting a historical high.

Tmall brand merchants are fully participating in the year-end Good Price Festival. Not only are there official instant discounts of 15% off on items, but Taobao and Tmall stores are connected and can offer a 30 yuan discount for every 200 yuan spent across stores, making it easier to place an order.

Brands are willing to join the Good Price Festival because during Tmall Double 11, which focuses on "low prices across the entire network", GMV, order volume, user scale, and merchant scale have all grown, allowing brands to see the value and trend of "good products and good prices".

The results of the year-end good price festival also proved this point. Kudi Coffee's 35 yuan all-you-can-eat beverage e-voucher sold 500,000 orders, and bags, wigs, men's clothing, flowers, snow boots and other products became the hot-selling categories of Taobao's year-end good price festival.

Taobao's 10 billion yuan subsidy continued its high-speed growth. During the Double 12 period, Taobao's 10 billion yuan subsidy transaction volume increased by 829 % year-on-year, and the average daily number of purchasing users increased by 351% year-on-year.

Among them, the transaction volume of smart wearable products such as watches and bracelets increased by 600% year-on-year compared with last year's Double 12; the daily sales of Dyson HD15 hair dryer remained the top product in the personal care and massage industry, with daily sales increasing by 360% year -on-year; the sales volume of cherries on Double 12 increased by 270% year-on-year .

Clearing the industrial belt, the source of production "chartered a car" to sell hot products

During this year's year-end Good Price Festival, Taobao's major live broadcasts actively promoted products for the industry. Nantong wool quilt home textiles sold 50 million yuan in a single live broadcast, and 500,000 kilograms of Northwest mutton sold out within 2 hours.

Taobao has also teamed up with leading industrial belts such as Inner Mongolia sheep, Xuchang wigs, Baigou luggage, and Kunming flowers to launch the "charter sales" campaign to benefit consumers and clear inventory for merchants in the industrial belts.

Consumers can buy good products at the "charter price" or "group order and charter" to buy single items at the charter price. According to the number of goods that each car can accommodate in different categories, users set the number of charter purchases, and when they place an order in the store for enough quantity, they can enjoy the Taobao "charter purchase" subsidy price to buy goods.

In the live broadcast room of the Baigou luggage industry belt, a truck made of transparent bag cabinets drove into the live broadcast room. The " Conspicuous Bag " boy group carried the same bags and danced the Subject Three dance while showing the details. The truck was full of goods.

In the live broadcast room of Kunming's flower industry belt, a truckload of flowers sells for less than one thousand yuan. Those who "buy the whole truckload" or "group order and charter a truck" can enjoy the clearance price of the year-end good price festival.

In the live broadcast room of the Inner Mongolia Sheep Industry Belt, a Hangzhou consumer took a picture of the entire fleet, and a top buyer took a picture of 100 sheep. Even in the 10-degree below zero temperature outdoors, the merchants were still full of passion. A carload of 100 sheep cost only 22.9 yuan per kilogram.

In addition, during the year-end Good Price Festival, Taobao opened exclusive venues for the 20 major industrial belts and launched activities such as the return to true 50% off, free shipping insurance for each piece, and anchor traceability of origin. The One Million New Merchants Star-Making Plan was added to the industrial belts, which not only benefited merchants but also brought high-quality and low-priced popular products to consumers.

Taobao

Year-end Good Price Festival

Official discount