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今年双十一 有啥不同？



今年双十一

有啥不同？

What's Different about This Year's Double 11 Shopping Festival?

2021.10.20-21.11.11

The arrival of late autumn marks the beginning of China's Double 11 (also called Singles' Day) shopping festival for brands and online platforms. The shopping fest has arrived at its 13th edition this year, and to celebrate an even bigger event, e-commerce platforms have started preparation work as early as July, in order to finally launch on October 20th. The hype from consumers resulted in a record number of over 200 million viewers on Taobao's two major livestreaming channels, with over 290 thousand brands participating.

随着深秋的到来，品牌和平台的双十一之战也正式打响。双十一走到今年已经是第十三届了，电商平台早在七月就开始筹备双十一项目，仅天猫就有29万品牌商家参与双11，消费者热情不减，预售开始的第一天，淘宝两大带货主播的直播间观看人数均突破了两亿。


In order to provide consumers with a better shopping experience, e-commerce platforms have implemented several adjustments in terms of marketing and APP functions. With all that being said, let's see what's different about this year's double 11 shopping festival：

为了给广大消费者带来更好的购物体验，平台对双十一的宣传及落地实施都做出了适当的调整。和往年相比，今年的双十一有何不同呢？一起来看看吧：




NEW

Good bargains, but also a good night's sleep: This year platforms have decided to preemptively set the pre-sale time back from 12am to 8pm, so that consumers can order their favorite products with great deals without losing any sleep.

要折扣，也要休息：和往届双十一相比，今年最大的变化就是将预售时间从凌晨12点提前到了晚上8点，如此，广大“打工人”消费者就无需熬到深夜就能提前锁定心仪产品。






Share your shopping "homework": Taobao also adapts to trends and has launched a sharing function for users' shopping cart. With just one click, consumers can easily forward their shopping carts to their friends so they can conveniently copy their shopping "homework".

购物车“抄作业“：此外，淘宝也顺应潮流发展推出了购物车一键分享分享功能，也可以当面摇一摇，轻松转发自己的购物车，朋友之间可以更方便地“抄作业”。

Shopping Cart Sharing

购物车分享






NEW

Green Double 11: Alibaba announced its commitment to create a low-carbon shopping festival. For the first time, Tmall is offering special deals to those who purchase green products. Furthermore, over 60 thousand courier stations nationwide are now offering carton recycling services.  Lu Su, Chief Technology Officer of Alibaba Group, has said that the carbon emissions of each order will be further reduced by 17.6 percent this year through upgraded technologies.

提倡绿色消费：阿里巴巴宣布，今年将致力于打造一节低碳双十一，购物潮期间，天猫首次设立了绿色会场“，消费者买绿色商品可以在“每满200-30”的基础上，再领专属购物券。消费者收到货后，全国6万个菜鸟驿站都可回收纸箱。阿里巴巴集团首席技术官鲁肃说，通过技术能力的提升，今年每一笔订单在交易环节的碳排放，将在618降低17.6%的基础上进一步减少。






Senior-friendly interface: E-commerce is not only for younger generations anymore, with more and more seniors getting used to online shopping. Thus, this year Taobao has innovated its user interface to make online shopping more convenient for the elderly as well, with the option to choose to switch to a customized mode for senior, which incorporates larger fonts, higher-resolution pictures and all-round easier usage. Exclusive deals will also be offered to products that fit this demographic, such as equipment for fishing and traditional "square dancing".

银发族友好：随着社会的发展，电商消费也逐渐走向银发族。今年购物潮来临之际，淘宝完成了界面适老化改造，银发族可以一键切换到长辈版淘宝，长辈模式正式上线，字更大、页面更清晰、操作更简单，加上语音助手，老年人也能无障碍的网购了。此外，双11期间还会上线银发族的专属会场，相较于标准模式，老年模式在商品供应上也做了改进，鱼竿、广场舞用品等符合老年群体用户使用的商品更容易被推荐。

Senior Mode

长辈模式


Why is Alibaba innovating so much? Because customers in China are significantly demanding and expecting a premium service from their first click. For this reason, it is of the utmost importance for both brands and shopping platforms to provide a humanized shopping experience that satisfies their customers (of all ages), as well as allowing them to retain a remarkable market share amidst growing competition.

为什么阿里巴巴如此创新？因为中国的消费者非常需要并期待第一次点击就能获得优质服务。因此，对于品牌和购物平台来说，提供一种人性化的购物体验来满足他们的顾客(所有年龄段的)是至关重要的，同时也使他们能够在日益激烈的竞争中保持显著的市场份额。





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