Double 11 and Double 12 are both shopping carnivals.

The Double 11 event is on November 11th every year, and the Double 12 event is on December 12th every year.

Since the Double 11 shopping carnival originated earlier and more merchants participated in the Double 11 shopping carnival, the scale of the Double 11 event is larger than that of Double 12.

1. Participating merchants vary.

The traffic of "Double Eleven" mainly promotes Tmall Mall, and the subsequent "Double Twelve" mainly promotes Taobao Market C stores, or some small and medium-sized sellers with one diamond, two diamonds, and three diamonds.

2. The coverage of activities is different.

"Double Eleven" is mainly targeted at brands, and its coverage is relatively not wide. "Double Twelve" will have hundreds of thousands of offline merchants participating in the event, truly combining the Internet with offline physical commerce and opening up a new business

Smart era.

Covering eight major offline scenes including restaurants, supermarkets, convenience stores, takeaways, business districts, airports, beauty salons, and movie theaters, the activities have spread to more than 200 cities across the country and 12 countries and regions including Australia, Asia, Hong Kong, Macao, and Taiwan, serving hundreds of millions of people.

Consumers provide services.

The Double Twelve event has become a consumer carnival for the offline service industry.

3. Different from the sales perspective.

The importance of "Double Eleven" and "Double Twelve" is also reflected in the sales data.

Every year, Double Eleven sales data are released.

From 0 to 120.7 billion yuan, Double Eleven opened the door to the new retail economy.

As for Double Twelve, sales have never been announced. It seems that sales volume has never been the focus for Double Twelve.

4. Ali’s support levels vary.

"Double Eleven" is the highlight of Alibaba, targeting the Tmall platform. It is of great help to Tmall merchants, especially the original offline brands, but it harms the interests of small and medium-sized merchants on Taobao; "Double Twelve"

It is mainly aimed at Taobao merchants, and its role is to appease the dissatisfaction of small Taobao merchants with the Double Eleven traffic cutoff, and incidentally improve performance and attention.

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Advertising text | Aurora JIGUANG (Aurora Mobile, NASDAQ: JG) released the "2020 Double Eleven E-commerce Industry Research Report", which covers the overall background of the 2020 Double Eleven event, the analysis of the e-commerce industry during the Double Eleven period, and the e-commerce segmented industries.

Analysis and other aspects provide insight into all aspects of the e-commerce industry during Double Eleven in 2020, and look forward to the development prospects of the e-commerce industry.

Aurora’s point of view: 1. During the Double Eleven period, the average person installed 4.2 shopping apps, and cross-platform shopping became the mainstream consumption habit of people when shopping; 2. Compared with previous years, the overall activity of the e-commerce industry during the Double Eleven period was

There was only a slight increase; 3. The average daily number of new users in the e-commerce industry during the Double Eleven event reached about 25 million, and the new users mainly came from lower-tier markets; 4. Live broadcast effectively shortened the link between the B-side and the C-side.

Empowering the traditional offline real economy promotes the iterative upgrading of traditional manufacturing, while effectively opening up traffic pools to achieve traffic reuse and long-term brand services.

1. The overall background of the 2020 Double Eleven event The significance of the 2020 Double Eleven Shopping Festival The post-epidemic Double Eleven is of great significance to the e-commerce industry. The explosion of consumer demand is compounded by merchants’ anxiety about recovery, and platform competition is fierce.

As the world's largest consumption season after the epidemic, Double Eleven is of great significance to consumers, merchants, and e-commerce platforms.

Consumer demand continues to be released after the epidemic. Merchants are looking forward to Double Eleven to boost sluggish sales performance in the first half of the year. With more platform players entering the game, the industry has formed a big battle, especially the competition for the new battlefield of live broadcasting.

The positioning change of the 2020 Double Eleven Shopping Festival relies on strong traffic absorption. Double Eleven is not only a position for discount promotions, but also an "amplifier" of brand reputation.

Double Eleven subsidies are unprecedented, and the methods tend to be "simple and crude". Tmall's subsidies have doubled, JD.com has launched the number one subsidy and double tens of billions of subsidies, and Suning.com's subsidies focus on online and offline merchants and big-name merchants.

Relying on its strong traffic adsorption, Double Eleven has gradually upgraded to the main position for brand new product releases. This year, e-commerce platforms have ushered in an explosion of new products, and more and more brands have chosen to release new products during Double Eleven.

The innovative model of the 2020 Double Eleven Shopping Festival "short video planting + live broadcast harvesting" has become the biggest highlight of Double Eleven, creating a unique consumption experience for consumers.

Compared with the traditional marketing model, the "short video + live broadcast" format is more effective in establishing emotional connections and trust between bloggers/anchors and buyer fans. Based on this, bloggers/anchors can greatly stimulate consumer desire and help

Consumers make purchase decisions, which greatly improves the conversion efficiency of goods.

The combination of "short video + live broadcast" not only promotes cooperation between traditional e-commerce and content platforms, but also promotes e-commerce platforms to explore innovation and iteration of internal functional modules.

Channel changes during the 2020 Double Eleven Shopping Festival: The Double Eleven e-commerce platform marketing strategy highlights omni-channel integration, and online and offline linkages become more in-depth.