2024抖音电商双11大促复盘报告

Investment Rating - The report indicates a strong growth trajectory for the Douyin e-commerce sector, particularly during the Double 11 shopping festival, with significant year-on-year increases in transaction volumes and brand participation [11][19]. Core Insights - The Douyin e-commerce platform has seen explosive growth, with over 33,000 brands achieving more than 100% year-on-year transaction growth during the Double 11 period, and nearly 17,000 brands exceeding 500% growth [11][19]. - The report highlights a shift in consumer focus towards self-improvement and quality of life, with categories such as personal care, health products, and luxury goods experiencing rapid growth due to changing consumer preferences [34][40]. - The luxury goods sector has shown remarkable growth, driven by innovative marketing strategies and enhanced consumer engagement on the Douyin platform [24][34]. Summary by Sections Market Overview - The overall sales during the Double 11 event reached new heights, with 275 brands achieving over 100 million in sales and 111 live-streaming authors surpassing 100 million in sales [11][19]. - The report notes that the sales peaked during the first day of the category day and the final three days of the event, benefiting from weekend effects and closing day promotions [20]. Consumer Behavior Changes - Consumer preferences have shifted, with a notable increase in demand for warm clothing and skincare products that focus on repair and anti-aging during the autumn and winter seasons [3][25]. - The report emphasizes the importance of understanding traffic distribution characteristics across different industries to optimize marketing strategies [3][20]. Industry Performance - The top-performing categories during the Double 11 event included apparel, beauty and skincare, food and beverages, 3C digital products, and outdoor sports, with luxury goods and 3C digital products showing the highest growth rates [24][30]. - The report identifies that the apparel sector, particularly women's clothing, accounted for 70.3% of the apparel market share, with a strong demand for thermal clothing as winter approaches [25][28]. Sales Trends - The skincare segment dominated the beauty market with a market share of 75.7%, with consumers favoring skincare gift sets during the promotional period [28]. - The food and beverage category saw significant growth driven by alcoholic beverages and snacks, with a notable increase in the sales of ready-to-eat meals and frozen foods [30]. Price Trends - The report indicates that high-ticket items such as smartphones and luxury goods have seen a rise in average transaction prices, attributed to bundled sales strategies during the promotional period [45][48]. - The average transaction price for 3C digital products and luxury goods has increased significantly compared to previous sales periods, reflecting consumer willingness to invest in higher-priced items during the Double 11 event [45][48].