Double Eleven gameplay guide for each e-commerce platform in 2025

The core activities and rules of domestic mainstream e-commerce platforms during Double Eleven in 2025 are compiled based on official announcements and the latest developments, covering key information such as shopping hours, discount mechanisms, special gameplay and logistics guarantees:

1. JD.com: 37 days long cycle, direct sales of all categories + smart logistics

Event time: October 9th 00:00-November 14th 24:00 Core gameplay:

Official direct sales + cross-store discounts:

All categories of products are discounted to 10% off, with 50 off for every purchase of 300 or more (no upper limit), and can be stacked with state subsidies, PLUS member-exclusive coupons, Beijing-exclusive red envelopes, etc.

Home appliances and digital categories are superimposed with “state subsidies”: first-class energy-efficiency home appliances can receive an immediate discount of up to 2,000 yuan, and mobile digital products can receive a maximum subsidy of 500 yuan.

Red envelopes and benefits:

You can receive Beijing’s red envelopes every day (up to 11,111 yuan), and the red envelopes will be increased at 8:00 pm on October 31st and November 10th.

PLUS members only enjoy benefits such as 2 hours in advance, 10x points, and free iPhone 17 draws.

Logistics upgrade:

The dual link of "fast delivery for pre-sales + quick delivery for spot goods" is enabled, with the fastest minute-level delivery in key cities; night delivery and appointment delivery cover the country, and door-to-door returns and exchanges are supported.

Autonomous vehicles complete over 5,000 deliveries on average every day, and drones assist transportation in remote areas, increasing delivery efficiency by 35%.

Key nodes:

October 9th at 20:00: Preemptive purchase starts, digital home appliances are discounted by 30% starting from 30%.

20:00 on October 31: A good start with the distribution of “1000 off for purchases over 5000” super subsidy coupons.

November 10th at 20:00: Peak carnival night, double the red envelope + national supplement + three consecutive reductions.

November 12th - 14th: Return for clearance, price guaranteed for 30 days.

2. Taobao/Tmall: pre-sale + spot dual-track parallel, AI and global linkage

Activity time:

Pre-sale period: October 15th at 20:00 - October 20th at 17:00 (deposit payment); October 20th at 20:00 - October 24th at 23:00 (final payment).

Spot period: October 20, 20:00 - November 14, 24:00.

Core gameplay:

Official instant discount + global synchronization:

No complex ordering is required, single items are directly discounted (as low as 50% off for some categories), and cross-store discounts and red envelope stacking are supported.

For the first time, it was launched simultaneously in 20 sites around the world, with a marketing subsidy of 1 billion invested to help merchants go overseas, and the entire logistics and payment chain was coordinated.

Live broadcast and content ecology:

Invest 3 billion in subsidies and introduce tens of thousands of vertical anchors (such as entertainment and jewelry), led by top anchors such as Li Jiaqi.

Newly added "deposit-free" and "spot discount coupon" gameplay, consumers can pay up to 0 yuan to deposit, and can also enjoy discounts during the spot period.

AI tools and services:

The merchant side has upgraded “Business Manager” to support AI-generated product main images and selling point copywriting, significantly improving conversion rates.

Taobao Wenqi is connected to the large model to provide personalized services such as intelligent search and outfit suggestions.

Logistics and after-sales:

Cainiao Network optimizes delivery routes, enabling "same-day delivery" and "next-day delivery" in key cities; remote areas cover the core areas of 23 cities.

The return package freight service will be subsidized to the maximum extent throughout the year, and a new no-threshold free order policy will be added.

3. Pinduoduo: Ten billion subsidies 3.0 + Yuanverse interaction, combining low prices with entertainment

Event time: The pre-sale starts at 20:00 on October 20th, officially breaks out on November 1st, and lasts until 24:00 on November 11th. Core gameplay:

Ten billion subsidy 3.0 upgraded version:

The dynamic price comparison system monitors the entire network in real time, and the price difference is 3 times rebate; the coverage category has expanded from digital home appliances to luxury goods and cross-border beauty products, and supports interest-free installments and stacked platform coupons.

Some products are discounted as low as 50% off, such as mobile digital products, beauty cosmetics and other high-demand categories.

Social group play and live streaming:

Super Group 2.0: 10% off for a group of 1 person, 30% off for a group of 3 people, 50% off for a group of 10 people; bargaining for 10,000 people can unlock 0 yuan purchase.

Exclusive benefits for live broadcasts: half-price coupons will be issued from 8 to 10 o'clock every night, free tickets will be drawn for the whole year on the hour, and the brand president will drop in to give away a customized gift box.

Metaverse and interactive venue:

Complete tasks in the AR virtual shopping street to collect digital badges and exchange them for cash red envelopes (daily limited to 1,111 yuan, no threshold coupons).

The AI ​​shopping assistant recommends discount combinations based on consumption records to improve product selection efficiency.

Full discounts and membership benefits:

Cross-store discounts are 30 off for every 200 yuan spent, and 60 yuan off for every 500 yuan spent, which can be stacked with platform red envelopes and store coupons.

Plus members only enjoy 2-hour advance purchase, monthly subsidy of 500 yuan, and free shipping for returns 20 times per month.

Logistics and guarantee:

Merchants need to deliver goods within 48 hours, and free shipping and shipping subsidies are fully covered in remote areas.

We will compensate you 10% for every fake one, and take measures such as unboxing video and machine inspection to ensure the safety of shopping.

4. Douyin e-commerce: 57 days super long cycle, two-wheel drive of content and shelves

Event time: September 16th (Mid-Autumn Festival period) to November 11th (official period), covering double festival consumption in two stages. Core gameplay:

Official instant discounts and one-piece discounts:

All categories of products are directly discounted (some are as low as 50% off). There is no need to put together an order. Store coupons, platform red envelopes, etc. can be stacked. For example, beauty products are discounted by 15%, and digital home appliances are discounted by up to 2,000 yuan.

Launched "Super Value Purchase" and "Flash Sale" channels, with groups of 10,000 people, double replenishment for a limited time, etc. Some products are discounted as low as 30% off.

Pre-sale mechanism and deposit gameplay:

Deposit pre-sales are only open to designated industries (such as women's clothing, beauty care, jewelry) and high-experience merchants. Pay a 10%-20% deposit to lock in inventory, and the balance payment supports combined payments and superimposed discounts.

Content ecology and live broadcast:

Top experts lead the "Super Value Group" live broadcast room, and category experts focus on subdivided categories (such as cultural toys and home furnishings) and launch exclusive discounts and gifts.

Merchants can use AI to generate product main images and selling point copy to improve content production efficiency.

Logistics and guarantee:

Delayed delivery is not supported during the major promotion period, and merchants must strictly abide by the 48-hour delivery time limit.

Some cities have piloted "minute-level delivery", and logistics coverage in remote areas has been further optimized.

5. Kuaishou E-commerce: global collaboration + AI efficiency improvement, tens of billions of subsidies upgraded

Event time: The pre-sale period starts in October, and the official period runs from mid-October to November 11. Core gameplay:

Ten billion subsidy 3.0 and full category coverage:

The "Big Brand Big Supplement" channel covers 2,200+ brands and 2,500+ categories. Gold jewelry is as low as 601 yuan/gram, and mobile digital products have a maximum subsidy of 500 yuan, and interest-free installments are supported.

National subsidies are combined with platform discounts. The maximum subsidy for trade-in of 8 major categories (such as refrigerators and air conditioners) is 20%, and the maximum subsidy for a single product is 2,000 yuan.

AI efficiency improvement and global operations:

The large AI model optimizes recommendation logic and accurately matches user interests and products; digital human live broadcasts can be broadcast 24 hours a day, reducing merchant costs.

Public-private domain cycle: short video planting, live broadcast harvesting, fan-exclusive coupons attract users, and the repurchase rate of regular customers has increased significantly.

Social fission and interaction:

"Three Order Challenge": The more orders you place, the lower the discount, and you can enjoy up to 50% off for three orders; "Shopping Group" joins the group for 0 yuan to unlock exclusive red envelopes and lucky draws.

The "Koi Lottery" in the live broadcast room will share 2 million in cash, and the mall's free order draw event will involve more than 200 popular items every day, with a maximum free order of 15,000 yuan.

Logistics and guarantee:

Cooperate with express companies such as ZTO and STO to launch services such as priority collection, price commitment (no price increase within 3 kilograms), and full compensation (logistics delays will be borne by the express company).

Northwest container shipping services cover Xinjiang and Inner Mongolia, and free shipping and freight subsidies are fully covered in remote areas.

6. Xiaohongshu: content-driven + buyer ecology, direct spot sales and live broadcast innovation

Event time: October 11th - November 11th, cancel the full discount and get an immediate discount of 15% or more (starting at 15% off). Core gameplay:

Key items and limited-time subsidies:

The platform selects high-potential products to enter the "limited-time subsidy" fixed channel and enjoy full-scenario traffic support and additional subsidies. A single popular product can receive up to 300,000 exposures.

Expansion of the buyer ecosystem: Creators with more than 1,000 fans can apply to become buyers. The product selection center covers beauty, home furnishing, fashion and other categories, with a commission rate of up to 30%.

Live broadcast incentives and stamp collecting gameplay:

Store broadcasting tiered incentives: weekly turnover growth ≥10% can earn 3K-8K exposures, and growth rates ≥50% can earn up to 40,000 exposures.

Users collect "stamps" by watching different live broadcast rooms and redeem official gifts (such as free coupons, brand gift boxes), and 20% of participants completed purchases during the stamp collection process.

Logistics and after-sales:

Logistics coverage has been further optimized, and some products support exclusive free shipping for the “Limited Time Subsidy” channel.

The return package freight service will be subsidized to the maximum extent throughout the year, and a new no-threshold free order policy will be added.

7. Vipshop: Brand Sale + Super Brand Day, discounts on clothing and beauty products

Event time: mid-October - November 11 (specific details are subject to official announcement). Core gameplay:

Brand specials and discounts:

Clothing and beauty categories launch a “Super Brand Day”, with some products discounted by 30% to 50% off, or as low as 20% off after adding platform coupons.

Cross-store discounts include 30 off for every purchase of 300 and 60 off for every purchase of 500, which can be combined with brand discounts.

Vipshop Quick Grab and membership benefits:

The "Vipshop Quick Grab" is open at 10:00 and 16:00 every day, with discounts of up to 10% off on limited edition items.

Super VIP members enjoy exclusive benefits such as 10% off, free shipping, and fast refunds.

Logistics and guarantee:

SF Express’s free shipping covers the whole country, and some cities support “next-day delivery”.

7 days no questions asked, free shipping on returns.

8. What you get: trendy items + temporary quota coupons, appraisal guarantee

Event time: November 1st - November 11th. Core gameplay:

Subsidy for trendy items:

Limited-edition sneakers, luxury bags and other trendy products are discounted by 10%-30%, and can be as low as 30% off after adding platform coupons.

Some products support "interest-free installments" to lower the purchase threshold.

Temporary quota coupons and cash withdrawals:

Temporary coupons of 50 yuan and 100 yuan will be issued on Double Eleven, which can be used to offset the amount of goods.

For VIP merchants, withdrawals of up to 5,000 yuan will be credited immediately, with the maximum amount for top merchants being 10,000 yuan.

Logistics and guarantee:

All products have been authenticated by the platform to ensure authenticity; SF Express provides free shipping and provides shipping subsidies in remote areas.

9. WeChat video account: private domain traffic + live broadcast of Good Things Festival

Event time: November 1st - November 14th. Core gameplay:

Live broadcast of good stuff festival and huge discounts:

Merchants in clothing, beauty, food and other categories participate, and the live broadcast room issues discount coupons (such as 5 off for every 50 spent, 10 off for every 100 spent).

High-quality live broadcasts will receive exposure to the main venue and rewards of tens of millions of traffic coupons.

Private domain fission and community operation:

Users share the live broadcast room through WeChat groups and Moments, and invite friends to help unlock additional discounts.

Some anchors have launched "community exclusive prices", which are only available for private domain users.

Logistics and after-sales:

The WeChat store provides logistics tracking, return and exchange services, and supports WeChat payment and bank card payment.

Suggestions for participating in the event:

Pay attention to the pre-sale period in advance (October 9 on JD.com, October 15 on Taobao, and October 20 on Pinduoduo) to lock in your favorite products.

Make good use of price comparison tools (such as Pinduoduo dynamic price comparison and JD.com price guarantee) to maximize discounts by stacking red envelopes and full discounts.

Live broadcast periods (such as JD.com’s November 10th, Taobao Li Jiaqi’s special event, and Pinduoduo President’s live broadcast) are key windows for snapping up popular items.

Logistics options: JD.com and SF Express have fast delivery times, while Pinduoduo and Kuaishou have obvious advantages in free shipping in remote areas.

Pay attention to the rights and interests of platform members (such as JD.com PLUS, Taobao 88VIP) and enjoy exclusive discounts and services.

Through the above strategies, you can shop efficiently during Double Eleven in 2025 and get your favorite products at the best prices.

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