“Token hoarding” became a hot word in the “Double 11” circle, and after Li Jiaqi, Luo Yonghao also came to sell

Red Star Capital Bureau reported on November 11 that during this year’s “Double 11”, many people had an invisible and intangible product in their shopping carts, but it was called “water, electricity and coal in the AI ​​era” – Token.

In the past, word elements that were only settled on a volume basis in the developer’s backend were clearly priced for the first time, packaged into monthly passes and packages, and included in the big promotion list along with paper towels and laundry detergent.

From Li Jiaqi’s 1-cent monthly card sold nearly 100,000 copies in half an hour, to JD.com’s live broadcast room’s Token package sales soaring 20 times month-on-month, to Luo Yonghao’s relay of Alibaba Token products on the evening of November 11, “token hoarding” has become a hot word during this year’s “Double 11” period.

The live broadcast room has become the main battlefield for selling Tokens

On November 2, Li Jiaqi’s live broadcast room took the lead in igniting the enthusiasm for selling tokens. Qianwen Office personal membership monthly card, original price is 28 yuan, promotional price is 0.01 yuan. Only half an hour after the sale started, nearly 100,000 copies were sold, corresponding to approximately 2 trillion Tokens. Chen Yusen, vice president of Alibaba Group and CEO of Qianwen Office, was a guest in the live broadcast room. The amount of tokens planned to be released in this live broadcast is as high as 20 trillion.

At almost the same time, JD.com’s 3C Digital Procurement and Sales Live Room launched more than ten large model Token packages including JD Cloud, DeepSeek, GLM, Volcano Seed, and MiniMax, with prices also as low as 0.01 yuan. More than 1 billion tokens were given out in the first hour of the broadcast. JD.com data shows that within 2 hours, the sales of token packages increased 20 times month-on-month, and the platform’s “Token” keyword search volume increased more than 7 times month-on-month.

Luo Yonghao’s entrance continued the popularity. He plans to launch the Alibaba Qoder CN domestic professional version monthly card package in the Make a Friend live broadcast room at 10 pm on the 11th, which supports free switching of domestic mainstream large models such as Qwen, DeepSeek, MiniMax, Kimi, GLM, etc. The original price is 59 yuan, and the live price is 19.9 yuan, which is only about 33% off. An additional 1,000 Credits will be added, for a total of 3,000 Credits. Just the night before, Luo Yonghao was still in the live broadcast room bringing ByteDance’s AI development tool TRAE. The first month for new users of the Lite monthly card is limited to 9.9 yuan.

Most popular products are driven by low prices, while sales of regular packages are stable.

In addition to platforms and live broadcast rooms, large model manufacturers’ own “Double 11” promotions are equally intensive.

On November 9, Alibaba Cloud announced that the Token Plan personal version subscription will “increase the amount without increasing the price”: the monthly quota of the 39 yuan Lite package will be increased from 11,500 Credits to 20,000, the 79 Yuan Essential package will be increased from 25,500 to 45,000, the monthly fee of the Pro package will be reduced from 499 yuan to 312 yuan, and the quota will be increased from 180,000 Credits to 200,000.

Baidu Qianfan launched a Token Plan discount on “Double 11”. New users get 50% off their first purchase and bonus points, starting from a minimum of 4.9 yuan. Points bonus for some packages can reach up to 74%, and designated models such as DeepSeek and GLM are as low as 20% off during night time periods.

Tencent Cloud TokenHub enjoys a 50% discount for volume-based calls, and Token Plan personal version calls Hy4 are as low as 25% off for a limited time. The Volcano Ark Coding Plan is further discounted for DeepSeek-V4.1-Flash, which is equivalent to a 35% discount on the original price after stacking. The Qianwen AI Lite monthly card activity price is 39 yuan, which is more than 30% cheaper than the daily price.

The sales rhythm of the manufacturer’s self-operated channels is in contrast to the traffic gameplay in the live broadcast room.

Tmall disclosed that on October 20, the first day of “Double 11” sales, the transaction volume of Token-related categories surged 450% month-on-month. Red Star Capital Bureau noticed that the internal differentiation of the categories is obvious: the regular regular-priced packages on the flagship stores of manufacturers such as Zhipu, MiniMax, Alibaba Cloud Bailian, etc. are mostly priced at the same price as the official website, with limited discounts and stable natural sales on the shelf; what really detonates the traffic is the low-priced traffic-driving model exclusive to the anchor’s live broadcast room.

For example, the Qianwen Office basic version membership monthly card launched in Li Jiaqi’s live broadcast room. This live broadcast room has an exclusive 0.01 yuan new user benefit bill. Nearly 100,000 copies were sold in half an hour, corresponding to approximately 2 trillion Tokens. It is the core increase in driving the growth of the category.