Just a few hours later in the early morning, at 00 o'clock on October 21, the first wave of "Singles Day" discount activities will begin. Related concept stocks have been "excited". As of press time, BABA is up nearly 2%, JD.com and Vipshop Holdings Limited are up more than 2.4%, and Pinduoduo is up 5%.

"Singles Day becomes Singles Day", each platform arranges a quick tour.

First of all, this year's Singles' Day, the three e-commerce giants all started pre-sale in late October:

BABA said with a smile: "this year Tmall double 11 more than three days, from Singles Day to Singles Day."

Market analysts believe that the epidemic hit the offline economy at the beginning of this year, but further increased the penetration of e-commerce, and it is expected that pent-up consumer demand during the year will be greatly released on Singles Day.

Specifically, let's look at the timing and play of each platform.

Tmall:

JD.com:

Kuaishou Technology:

Douyin:

Last year, the all-day sales of Singles' Day of the whole network entered the era of 400 billion.

According to a report by Sina Finance, the full-day sales of "Singles Day" reached 410.1 billion yuan in 2019, an increase of 30.5% over the same period last year.

Among them, Tmall, JD.com and Pinduoduo occupied the top three of the day's sales with 65.50%, 17.20% and 6.10% respectively. Tmall announced that the turnover of 268.4 billion hit a new high; JD.com announced that the cumulative order volume of double 11 had reached 204.4 billion; Pinduoduo did not release transaction figures for two years in a row, but Huang Zheng said at the mobilization meeting to celebrate Pinduoduo's fourth anniversary that Pinduoduo's real payment GMV had surpassed JD.com.

In terms of categories, mobile digital, household appliances, personal care makeup, clothing, shoes and bags have become the top five categories purchased by consumers in "Singles Day" in 2019.

Analysts are optimistic about related sectors such as beauty makeup, e-commerce and home appliances.

• Guojun retail: beauty makeup, e-commerce plate is expected to benefit

On the platform side, Tmall's Singles Day promotion has increased from one wave to two, and the significant extension of the final payment time is expected to stimulate consumption growth. Platforms such as JD.com and Pinduoduo have also launched a number of targeted subsidies and preferential policies; on the brand side, beauty make-up brands have launched a variety of promotional activities such as large purchases and gifts, head VJs with goods, and Singles Day customized gift boxes. Multi-dimensional Singles Day, plate GMV growth is expected.

Key recommendations: Peraiya, Yujiahui, Shanghai Jiahua, Qingsong shares, Yiwang Yichuang, Fei Yada, Zhou Dasheng other recommendations: Ruoyuchen, Marumei shares, Lafang Jiahua, BABA, JD.com, Pinduoduo, Yonghui supermarket, Jiayue, Tianhong shares, Wangfujing, Bailian shares, Hubei Wushang, quality shops, three squirrels.

• Open source securities: focus on investment opportunities in "double 11" and live e-commerce

The "Singles Day" in 2020 not only develops the mode of "double pre-sale" and lengthens the consumption time, but at the same time, after live e-commerce successfully tested the waters of "Singles Day" in 2019, it is expected to show a "competitive" situation in 2020. Various platforms have launched diversified games to attract consumers to shop.

We judge that Amoy generation operators are expected to benefit from "double pre-sale", "Quick Shake" to enter live e-commerce, wrestling with the dark horse "Singles Day" in 2020, Taobao live broadcast daily, innovative game. the brand may increase the marketing expenditure of the live streaming e-commerce platform to benefit the new marketing companies with up-to-date as the media, and with the closure of Douyin live streaming, Douyin e-commerce ecological new generation operators may benefit from it.

Focus on recommending Yichuang, Yaoji Technology, Yuanlong Yatu, worth buying, beneficiary companies include Blue cursor, Huayang Lianzhong, Beauty make-up, Ruoyuchen, Baozun Inc.

• Bohai Securities Research: consumer demand for Home Appliances is expected to be further released
  

The third quarter performance forecast of the home appliance industry has been announced one after another. from the performance that has been disclosed, the performance of the small home appliance sector has exceeded market expectations, and the prosperity of the industry has continued. Affected by the epidemic and the rise of live streaming, companies are more aware of the importance of online sales and speed up the layout and improvement of online sales channels. The Singles' Day e-commerce boost is coming, and consumer demand is expected to be further released to speed up the recovery of the industry.

To sum up, temporarily give the industry a "neutral" rating, it is recommended to pay attention to: Midea, Haier Smart Home, Gree Electric Appliances, Xiao Xiong Electric Appliances and Xinbao shares.

• Guotai Junan: clothing e-commerce can be expected, pay attention to the three main investment lines

Tmall starts with the duration of activities, the intensity of discounts, and logistics support to stimulate consumer demand after public health events. JD.com double Eleven multi-stage play, to provide businesses with flow funds and other aspects of support. Emerging e-commerce platforms such as Kuaishou Technology, Douyin and Xiaohongshu are actively involved in a variety of promotion methods and are expected to achieve rapid growth.

Clothing leading enterprises 2020H1 online income achieved high growth, of which Li Ning Co. Ltd. 2020H1 online income increased 23% year-on-year, Anta 2020H1 online income increased by more than 30% year-on-year. With the strong support of various e-commerce platforms, the online income of clothing leading enterprises is expected to achieve eye-catching growth.

Investment advice: three major investment lines: 1) develop new retail and newly manufactured companies: Antarctic e-commerce, Anzheng Fashion, Kailun shares; 2) valuation + fundamental repair varieties: Sema clothing, Die Fashion, Highland House, Taiping Bird, Golly; 3) Hong Kong stock companies: ANTA Sports Products, Li Ning Co. Ltd., Bosideng International.

• GF Securities Co., LTD.: the "Singles Day" greatly promotes or promotes the continuous high growth rate of express delivery volume in the fourth quarter.
  

Taking into account the e-commerce industry in double 11 and other year-end promotion activities, its seasonality is more prominent, the Q4 quarter of this year's express delivery industry is expected to usher in a small business season. The "Singles Day" promotion may promote the sustained high growth rate of parts volume in the fourth quarter. The first "Singles Day" after the epidemic is of great significance in stimulating the performance of the domestic demand market in the second half of the year, and the major e-commerce platforms have also launched strong promotion programs. Focus on: SF Holdings, ZTO Express, Yuantong Express, Yunda shares.