Rapid Development of Xianyu Double 11 Marketing Discount Platform

In 2021, Xianyu aimed to turn the Double 11 shopping festival into a core revenue driver, requiring a complete marketing discount system that had previously been nonexistent.

Initial research identified three essential capabilities: product‑guide venue support, interaction & rights (tasks, points, lottery), and discount functionality (merchant recruitment, discount setting, expression and calculation).

While Xianyu already owned a product‑selection and placement platform and could use the group‑wide rights system, it lacked a full discount solution, so the focus shifted to building that capability.

For merchant recruitment, the team evaluated the group’s middle‑platform solution and a standalone discount‑setting tool. To meet the tight Double 11 timeline, a simplified approach was chosen: offline recruitment combined with the standalone tool for discount entry, avoiding a lengthy full‑integration.

The discount foundation service component was created to unify discount expression and calculation across product‑detail, chat, SKU selection, and order pages. It provides a layered design (business, data assembly, request handling), configurable discount copy, request filtering via product tagging, and fine‑grained degradation strategies.

Marketing atmosphere was enhanced by pre‑heat price preview images and Double 11 themed tags, driving traffic before the sale. During the event, the system displayed real‑time discounts and red‑packet offers.

Two full‑scale rehearsals were conducted, uncovering issues such as timeout‑prone batch discount queries, which were refactored for concurrency and added fallback data‑completion interfaces. Load testing, scaling, and degradation measures ensured stability.

The case demonstrates how leveraging existing middle‑platform services and a lightweight, configurable discount component enabled Xianyu to launch a robust Double 11 promotion within a short period, providing a reusable foundation for future marketing activities.