By hannover-web.com China’s biggest annual shopping event, known as “Double 11,” kicked off early today, marking a significant change in timing. For the first time, the Taobao and Tmall Double 11 activities will begin at 8 PM, ahead of the usual schedule by ten days, making this the earliest and longest Double 11 event ever recorded.
Major Chinese e-commerce platforms are aggressively vying for both merchants and consumers by rolling out a range of subsidies and discounts. Leading players, JD.com and Taobao Tmall, have introduced a variety of promotional activities, such as cross-store discounts (for example, spending 299 yuan to get 50 yuan off) and are distributing consumption vouchers and red envelopes worth a total of 30 billion yuan. Additionally, Pinduoduo has launched a “10 Billion Consumption Vouchers” initiative and upgraded its “10 Billion Double Compensation” to the “Super Double Compensation.”
In contrast to previous years when the Double 11 shopping festival typically commenced around October 24, this year’s event breaks records by starting earlier, hence being referred to as the longest e-commerce shopping festival in history.
Traditionally, the Double 11 shopping festival lasts until November 11, with some platforms potentially extending promotions until November 15. According to Southern Metropolis Daily, JD.com has unveiled various promotional activities like cross-store discounts to capture consumer attention. Meanwhile, Taobao Tmall is distributing 30 billion yuan in vouchers and red envelopes, providing substantial discounts on hundreds of thousands of brand-name products. Pinduoduo is enhancing its offerings with the “10 Billion Consumption Vouchers” program.
As the competition for merchants heats up, JD.com has introduced a massive traffic support policy worth 100 billion yuan, while Taobao Tmall is contributing 10 billion yuan in financial aid for merchants through various incentives. Pinduoduo has also upgraded its original “Price Match Guarantee” to compensate double for price discrepancies, effective from November 16, for all products participating in the “10 Billion Subsidy” promotion, while additionally implementing a merchant exit mechanism.
According to Sina Finance, the shift in the start date for Double 11 is just one aspect of the ongoing e-commerce battle. Taobao Tmall, the originator of Double 11 and the largest e-commerce platform in China, has long set the tone for the event. Competing platforms closely monitor Taobao Tmall’s timeline, with many rushing to launch their promotions earlier, believing that starting sooner allows them to capture the initial wave of sales.
