According to the Star Daily on November 14 (Reporter Xu Cihao), following Tmall and jd.com, Douyin, Kuaishou, and Xiaohongshu have successively announced their performance for the singles' day sales.

Zhuang Shuai, founder of Bailian Consulting, stated in an interview with the Star Daily that this year's singles' day sales signifies a new development stage in the e-commerce industry. Unlike the previous years that emphasized low-price competition, currently both brand merchants and e-commerce platforms pay more attention to attracting more quality products through differentiated innovation.

In his view, this transformation not only aligns with the norm of business, where high cost-performance remains the core of market competition, but also helps create a healthier and dynamically balanced market environment. In this new stage, the e-commerce industry will place more emphasis on quality and service, providing consumers with a better shopping experience.

Xiaohongshu, Douyin, and Kuaishou are changing the landscape of the e-commerce industry.

In recent years, the rise of Douyin, Kuaishou, and Xiaohongshu has changed the structure of the e-commerce industry.

Unlike traditional e-commerce platforms, Xiaohongshu, which made its e-commerce debut during last year's singles' day sales, has established a direction of 'lifestyle e-commerce'.

Compared to last year's singles' day sales, Xiaohongshu's logic is to 'move' the offline street scene online, covering multiple aspects from casual entertainment to trendy culture.

Previously, the COO of Xiaohongshu, Conan, mentioned that Xiaohongshu's e-commerce is "lifestyle e-commerce," and the dual-column waterfall layout gives a feeling of offline shopping, where there is a diversity of content on both sides of the street, with each note resembling a store and the cover resembling a window, allowing one to see a glimpse of people’s lives.

This year during the November 11 shopping festival, TikTok e-commerce was the earliest platform to enter the market, starting on October 8. According to data released yesterday (12th), from October 8 to November 11, the transaction volume of over 33,000 brands doubled year-on-year, and nearly 17,000 brands saw transaction growth over 500%, with over 2000 products exceeding 10 million yuan in sales.

At the same time, during the "TikTok Mall November 11 Good Goods Festival," a total of 275 brands achieved over 100 million yuan in transaction volume through live-stream selling; 111 e-commerce authors had live-stream transaction volumes exceeding 100 million yuan, with over 470,000 e-commerce authors doubling their transaction volumes year-on-year and nearly 250,000 e-commerce authors experiencing over 500% growth in sales. Additionally, transaction volumes driven by shelf platforms continue to grow, accounting for 42% of the large cap.

The president of TikTok e-commerce, Wei Wenwen, revealed that during this year's November 11 shopping festival, the GMV contributed by search accounted for 14%. Centered on search, TikTok e-commerce has opened up a new channel for stable growth.

According to Li Sanshou, the founder of women's wear brand Zhizhi, Zhizhi focused on optimizing the search experience before November 11, leading to over 440% year-on-year growth in search GMV during the early rush of November 11.

Kuaishou e-commerce, which has a strong accumulation in lower-tier markets, provided 20 billion yuan in traffic subsidies, 2 billion yuan in user red envelopes, and 1 billion yuan in commodity subsidy bonuses during this year's November 11 shopping festival. According to the disclosed performance, the GMV of Kuaishou e-commerce for general shelf commodities increased by 110% year-on-year, and search GMV grew by 119%. During the November 11 shopping festival, the number of commodities surpassing 100 million yuan in transaction volume on Kuaishou e-commerce increased by 200%, and GMV for high unit price items exceeding 1,000 yuan grew by 110% year-on-year.

In terms of content areas, the number of merchants with a single GMV exceeding last year's November 11 shopping festival peak surpassed 57,000, and the number of live-stream rooms with a GMV exceeding 1 million exceeded 2500, while the release of short videos grew tenfold year-on-year.

According to insiders from Kuaishou, short videos play an important incremental role in merchants' operations during the November 11 shopping festival on Kuaishou. On one hand, short videos provide merchants with new sales channels. On the other hand, direct interactions create a synergistic effect. Clips from live streams can be edited into short videos for secondary dissemination, achieving long-tail revenue and enhancing the overall business scale.

Getting rid of internal traffic dependence relies on product and service.

Take Lai Shangbo, the owner of the home brand Sina Bo, established for 14 years, as an example. He operates his home brand across multiple channels. For such a long supply chain with high customer prices and complex trade, facilitating online transactions and recurring purchases is not an easy task.

"Taking Xiaohongshu as an example, selling commodities on the platform is more about enhancing live-stream conversion rates and customer stickiness through content and interaction," said Lai Shangbo during an interview with the Star Daily. Store broadcasting is transitioning from shelf e-commerce across various channels and platforms, but many people have not managed to adapt to this shift.

To successfully transform, Lai Shangbo dismantled the original operation team, reducing it from 10 to 3 people, adding new media operations with a higher proportion of women than men, and clearly allocating a substantial portion of costs to content channels.

In the face of traffic competition, Lai Shangbo bluntly stated, "It's certain that acquiring traffic is becoming more difficult, regardless of the track, traffic is getting harder to obtain." There are more platforms and more merchants, but demand is limited, and breaking away from internal traffic dependence relies on product, service, and whether it is user-centered.

Cui Lili, a professor in the Digital Economy Department and director of the Digital Business Research Center at Shanghai University of Finance and Economics, stated in an interview with the Star Daily that the multiple e-commerce platforms participating in the november 11 shopping festival-related have more diverse marketing strategies, while basically discarding overly complex discount methods, which can be said to be a flourishing variety that brings more different dimensions of discounts.

In her view, this year, each e-commerce platform places greater emphasis on breaking through and rising within fierce competition, and has a deeper understanding of emerging consumer groups and segmented markets. "At the same time, the live-streaming industry is becoming increasingly standardized, and its role in brand marketing and communication with consumers is becoming more significant, becoming an important channel that various brands are eager to lay out. These new trends not only enrich the shopping experience of the singles' day sales, but also inject new vitality into the sustainable and healthy development of the e-commerce industry."