QuestMobile’s Insight Report on the Pre-sale Period of Double Eleven in 2021： What Consumption Trends are Worth Paying Attention to？
Wengun QuestMobile
QuestMobile data shows that the marketing methods of major e-commerce platforms have matured, the pre-sale period has been advanced to the middle and late October, and the user participation of the two pre-sales groups has continued to increase. On November 1, the comprehensive daily activities of Taobao, Pinduoduo and JD.COM increased by 4.5%, 27.4% and 23.6% respectively. Among them, Taobao and JD.COM have opened up user selection and selection through different payment time nodes.
It is worth noting that the short video platform, which has high hopes, has not changed significantly in user activity due to its weak e-commerce attributes. However, the content live broadcast in the e-commerce platform has greatly increased the number of users, and Li Jiaqi, Viya and other head anchors started live broadcasts at 4 pm on the 20th, which significantly increased the daily usage time of Taobao and Taobao. From the sales category of live e-commerce, beauty, food and beverage are still hot items, with Taobao live sales accounting for 91.2% and food and beverage accounting for 5.7%.
In addition, although the "tactics" of the platforms are generally similar, this time, several platforms still have their own unique goals. For example, Taobao has made full efforts to fight against the impact of short videos (the intention is obvious). Among the newly installed users on November 1, users under the age of 18 accounted for 14.5%, ranking first in all years; JD.COM continues to strengthen the stickiness of young high-value groups. Among the newly installed users on November 1, users aged 19-30 accounted for 30.5%; Pinduoduo continues to maintain its advantage among the elderly, but it is particularly strong in the age range of 31 to 40. Among the newly installed users on November 1, users in this range accounted for 29%.
Driven by the Double Eleventh National Congress, the main brand advertisements have also reached a climax in the past half month, especially in beauty, food and beverage, mother and baby, household appliances (small household appliances, sweeping robots, etc.), among which the overall mode of the beauty care industry is quite consistent, keeping the rhythm and highlighting the memory points (such as the perfect diary featuring "silver wing and small heel" lipstick), and the media channel is WeChat friends circle+. In food and beverage, domestic brands have made a strong attack, and Yuanqi Forest, Rui ‘ao and Beihai Ranch have all been continuously out of the circle … …
Report tour
1. The front lines of major e-commerce platforms have been lengthened, and the overall marketing rhythm has been fixed.
1.1 E-commerce platform, two waves of pre-sale climax drive two waves of shopping nodes, and short video platform, with staggered peaks, creates momentum.
Tmall prolongs the consumption and planting period, and promotes the continuous heat of double 11 through the fission of interactive games and the live broadcast of e-commerce; JD.COM drained through the party, started snapping up in advance, and launched a fast delivery service to accelerate the transaction transformation
2. The peak period moved forward, and the popularity of the pre-sale period increased year-on-year.
2.1 users’ participation in double 11 has increased year by year, and double 11 has formed a fixed habit of hoarding goods.
QuestMobile data shows that on the opening day of November 1st, the number of active users of Taobao, Pinduoduo and JD.COM platforms was 684 million, and the number of users of all platforms increased during the pre-sale period.
The content, media and social attributes of the short video platform keep the platform stable and active, and there is no obvious change before and after the big promotion node, and the e-commerce attribute is weaker than the basic attribute of the platform.
2.2 The different payment time nodes of Amoy and JD.COM platforms open the peak time points of user selection and purchase, and the multi-dimensional stable peak nodes are close to daily life.
2.3 E-commerce platform starts to pay the down payment and the final payment at 20 o’clock, which is more in line with the user’s behavior and is consistent with the most active period of users.
2.4 In addition to the growth of traffic, the conversion of user payment has been significantly improved compared with the daily pre-sale period from the perspective of great promotion effect.
2.5 e-commerce competition is fierce, the first wave of pre-sale period is to maintain high delivery and drainage, and directly connected to the second wave of drainage.
In the double 11 event in 2020, it became a big promotion node for the first time on November 1, and both e-commerce and brand owners greatly increased the advertising drainage on the same day, forming an obvious peak; In double 11 in 2021, the drainage action was advanced, and the high pre-sale period allocated the overall marketing budget. Although it was not an obvious peak on November 1st, it was still a high point.
2.6 live broadcast of the content planted grass in advance, detonating the heat in double 11.
At the same time, Li Jiaqi, Viya and other head anchors started live broadcasts one after another at 4pm on the 20th, which led the daily average usage time of Diantao and Taobao to reach the peak in the warm-up period.
2.7 Live e-commerce has become an important drainage and transformation position for brand owners in the pre-sale period, and beauty products and food and beverage products account for a relatively high proportion in the live broadcast room.
3. The pre-sale period of Double Eleven focuses on stimulating users to be active, and the competition among users between platforms is fierce.
3.1 The official sale period began on November 1st, and the scale of new users exceeded the first day of pre-sale.
3.2 Taobao is more attractive to teenagers, JD.COM to young people, and Pinduoduo to middle-aged and older new users.
3.3 During the promotion period, cross-platform price comparison is one of the consumer decision-making behaviors.
1. During the warm-up period, various industries launched fiercely, and consumer goods led the way.
1.1 Each e-commerce platform provides a series of support policies for merchants, reducing the threshold for merchants to settle in and operating costs.
1.2 The beauty care industry has greatly increased advertising and the competition is more intense; Influenced by the strategy of promoting products by e-commerce, related industries have also significantly increased advertising.
1.3 Brand owners put relevant material advertisements in advance to expand the drainage cycle of double 11.
1.4 FMCG industry pays attention to joint e-commerce advertising to promote sales transformation.
2. Beauty care industry: the category is concentrated, and the marketing strategy of explosive products is outstanding.
2.1 The categories of beauty care industry are more concentrated, and the overall delivery rhythm tends to be consistent.
2.2 The key categories of facial skin care are facial essence and lotion/cream, and the main products of perfume makeup are lipstick and base products.
2.3 Beauty brands’ advertising for the main products keeps pace with the pace of promotion, reaching a stage high around the end of the pre-sale payment period.
The perfect diary highlights the key points, and the creativity and cost of advertising mainly focus on the "silver wing and small heel" lipstick, which repeatedly strengthens the user’s impression.
2.4 Cosmetic brands prefer the strategy of centralized marketing and advertising.
Wechat Friends Circle+Xiaohongshu has become an important media combination for beauty brand promotion products.
3. Food and beverage industry: the pace of delivery is tight, with emphasis on packaged food.
3.1 The overall delivery rhythm is relatively tight, and the delivery high point of packaged food and beverage is more advanced.
3.2 There is fierce competition in the launch of head brands in sub-categories, and typical domestic cutting-edge brands rank among the top brands, thus gaining exposure for promoting marketing.
3.3 Take the coffee category in beverage brewing as an example. Young women are the main buyers. At the same time, brands are more likely to gain the attention of this group of people through outstanding product selling points and innovative marketing forms.
4. Household electrical appliances industry: Subcategories have been greatly promoted, and exposure has been continuously increased.
4.1 Kitchen and bathroom appliances, household appliances and small household appliances are concentrated at the high point before the official sale, while kitchen small household appliances and household appliances are focused on the week before the official sale.
4.2 small household appliances are rich in categories, and beauty instruments, razors, electric toothbrushes and other categories have gained more exposure.
4.3 Taking the category of sweeping robots as an example in household appliances, different brands launch different main products according to the pain points of cleaning scenes, and the spread of selling points of new brand products is more likely to impress urban female users and attract attention.
5, brand heat index map
1. Advertisers will adjust media delivery before and after the big promotion node to realize rapid sales transformation.
2. The beauty industry portfolio uses social and video media to plant grass for drainage and quickly increase exposure, which affects users’ minds and promotes sales transformation.
3. The food and beverage industry tends to reach users through online video media, and greatly promotes the advertising resources before the node to tilt towards the head media.
4. The household appliance industry follows the existing delivery habits and increases the delivery of social attribute media.