“双十一”17岁 从流量狂欢转向战略节点

Core Insights - The necessity of "Double Eleven" is affirmed by industry leaders, viewing it as a significant commercial node despite the rise of live commerce and other sales scenarios [1][2] - Data from major platforms like Tmall, JD, and Douyin shows impressive sales performance during the event, with Tmall reporting over 80 brands achieving over 100 million yuan in sales on the first night [1][2] Group 1: Sales Performance - Tmall reported that 80 brands achieved over 100 million yuan in sales, with 30,000 brands doubling their sales [1] - JD's sales from October 9 to October 20 showed over 52,000 brands with sales increasing by over 300% year-on-year, and over 3,300 categories experiencing doubled growth [1] - Douyin reported over 41,000 merchants achieving a 500% year-on-year sales increase through live streaming, with the number of merchants surpassing 100 million yuan in sales increasing by 900% [1] Group 2: Changing Dynamics of "Double Eleven" - The event is evolving from a focus on GMV growth to a more sustainable long-term accumulation strategy for brands [2] - The promotional mechanisms have simplified, moving towards direct discounts rather than complex reduction schemes, indicating a shift to a "clean and straightforward" discount era [3][4] - Platforms are prioritizing user lifetime value (LTV) over GMV, reflecting a strategic shift in focus towards retaining users and merchants [4] Group 3: Brand Strategies - Brands are increasingly relying on their own live streaming channels rather than depending on top influencers, with significant growth in self-broadcasting [9][10] - The rise of brand self-broadcasting is supported by platforms offering tools and training, indicating a shift in how brands engage with consumers [9] - Successful examples include brands like DeShiMan and HaoHuanLuo leveraging celebrity endorsements and strategic marketing to achieve substantial sales increases during the event [10] Group 4: Future Implications - "Double Eleven" is transitioning into a strategic node for driving annual business rather than merely a sales event, reflecting broader trends in consumer behavior and retail innovation [11] - The simplification of promotional mechanisms and the focus on brand autonomy suggest a competitive shift among platforms towards ecosystem development rather than just promotional strategies [11]