The new features of this year's Double Eleven are: early start and two sales periods; New product consumption is added; The addition of new brands; Expansion of consumption scenarios; Consumer experience upgrade.

1. Start ahead of schedule, with two sales periods

This year's "double 11" shopping festival started ahead of schedule, which is divided into two sales periods, November 1-3 and November 11. On November 1 ST, the zero-point sales started, and the major e-commerce platforms ushered in the peak of the transaction. One minute after the opening of Tmall, the turnover of Adidas broke 1 million yuan. By 1: 51, 1 brands had quickly entered the "1 million yuan club".

2. New product consumption joined

New product consumption has also become a highlight of this double 11. From digital mobile phones, household appliances, beauty and skin care to shoes and bags, more and more brands choose to release new products around November. Huawei Mate4 series was put on sale for the first time on October 3th. The first round of products sold out quickly, and the reservation on Suning.cn platform exceeded one million. "double 11" is bidding farewell to the traditional year-end clearance, and has become the biggest new product launch node in a year.

3. Joining new brands

Some new brands of Guochao, which are committed to innovation, also seek new growth points through "double 11" and win favor with trendy design sense, scientific and technological core and other elements. On November 1st, the turnover of more than 1,8 new brands exceeded that of last year's double 11.

"Unlike the single-point emergence in previous years, this year's new brand is a phenomenal explosion." The person in charge of Tmall's new brand business said that the growth rate of Tmall's new brand in Guochao has become faster and faster from to 1, which is behind consumers' recognition of Guochao's new brand, especially the lifestyle represented by Guochao's new brand.

4. Expansion of consumption scenes

Ali connects Alipay to take-away, food, hotels and other businesses to create an entrance to local life scenes. JD.COM launched the "Omni-channel Wandian Carnival", which covered nearly 1 million stores and participated in the "double 11" sale. Suning launched a 1 billion yuan subsidy, "J-1%" and other money-saving plans, and the scope of subsidies touched offline for the first time. The data shows that from October 3 to November 3, Suning Carrefour's omni-channel GMV increased by 39% year-on-year, and home order service orders increased by 45% year-on-year.

5. Upgrade of consumption experience

Live shopping, AR try-on, 3D shopping ... This year's "double 11", the new consumption scenes of major e-commerce companies have been expanded again, bringing consumers a rich consumption experience.

shopping with the anchor in the live broadcast room has become a "standard" in the shopping festival. This year's "double 11", major e-commerce companies actively arranged live broadcasts. According to the data from Taobao, the pre-sale volume brought by the live broadcast for 1 minutes on October 21st exceeded the whole day of "double 11" last year, with an increase of four times.

China Economic Net-This year's "double 11" shopping festival is full of popularity, and new consumption, new formats and new models are changing rapidly.