Alibaba Snow: Tmall Double 11 will become an important engine for brands to gain user growth

Tonight ( October 24 ) at 8 o'clock, the 2022 Tmall Double 11 pre -sale officially starts.

As the biggest consumption peak season of the year , this year's Double 11 , consumers can use "triple discounts" in combination: 17 million products are collectively discounted, 50 yuan off for every 300 yuan spent across stores , and 88VIP members can receive an additional 820 yuan coupon.

In addition to the huge discounts, this year's Double 11 is centered on consumer experience, and both "change" and "unchange" are based on consumer experience. For example, this year's time rhythm will be "no late nights": not only the pre-sale is at 8 pm, but the two official sales will also be at 8 pm on October 31 and 8 pm on November 10 .

Starting at 6 o'clock tonight , celebrity anchors such as Li Jiaqi, Luo Yonghao, Cecilia Cheung, and Su Xing will also broadcast on Taobao Live, bringing the first batch of Double 11 goodies .

"This year's Tmall Double 11 is the one with the richest and most diverse participation of roles from the whole society." Chuixue, president of Alibaba Taobao Tmall Industry Development and Operation Center, revealed at the press conference that from the first Double 11 when only 27 merchants signed up, to this year's 14th Double 11, a total of 290,000 brands from all over the world participated, and millions of industrial belt merchants and small and medium-sized entrepreneurs also participated.

Chuixue said that this year's Double 11 will also become an important engine for brands to gain user growth. Currently, there are 42 brands on Tmall with more than 10 million members , and 600 brands with more than 1 million members. Among them, the transaction volume brought by most brand members exceeds 40% of their total transaction volume . It can be said that Tmall is the first choice for the brand DTC (brand direct to consumer) model and the first position for brands to achieve certain business growth . On the basis of full digitalization, Taobao Tmall will insist on allowing merchants to face consumers directly and help merchants establish a positive cycle of accumulating consumer assets.

The latest data shows that the number of purchasing users of Taobao and Tmall in China has exceeded 1 billion, and the number of merchants has long exceeded 10 million . At the same time, Taobao and Tmall are constantly attracting a new generation of entrepreneurial groups to open stores, and these entrepreneurial groups have grown into a new commercial force on Taobao and Tmall .

Chuixue said that in the past year, the growth rate of more than 800 new brands exceeded 100% , a total of 1.2 million new merchants were added to Taobao Tmall , and Taobao Live added more than 500,000 new anchors . Just before Double 11 , Luo Yonghao, Yu Minhong , and the leading live broadcast organization Yaowang Technology announced their entry into Taobao Live, making it a long-term business base.

"It can be said that a new generation of business people are already on Taobao Tmall . They have brought a steady stream of new creativity to Taobao Tmall . " Chuixue said that these broader groups have brought a more prosperous ecosystem. They continue to reach new users on Taobao Tmall , making Double 11 a stage for business vitality and creativity.

Tmall

Double 11