Double eleven this year, I really don’t stay up late! ?

　　Chinanews client, Beijing, November 11th (Reporter Wu Tao) The annual "Double Eleven" is here again, and consumers still "buy, buy and buy" while complaining.

　　However, there have been some new changes in Double Eleven this year.

For example, e-commerce platforms have begun not to publish real-time data on total turnover; some e-commerce platforms have also changed the rules of previous years and adopted the strategy of not staying up late. Do you feel it?

"Double Eleven" not so staying up all night, domestic products are selling crazy

　　Jingdong opened the "Double Eleven" climax at 20 o'clock on the 10th, 4 hours earlier than in previous years, in order to "not stay up late."

#假今晚可以不住夜# rushed to the hot search, reflecting consumers' expectations of not staying up all night.

　　At the same time, new domestic products have risen to win over a large number of consumers.

From November 1st to 11th at 0:45, 382 brands have had a turnover of more than 100 million yuan on Tmall’s "Double Eleven".

There are not only a large number of popular domestic brands such as Huawei and Hongxing Erke, but also time-honored brands such as Pechoin and Huili, and new brands such as Jiaonei and Tianke.

　　JD.com also stated that this is the "Double Eleven" with the fastest growth in national tide consumption. Within 4 hours, the sales of time-honored cross-border products increased by 105% year-on-year. Among them, first- and second-tier cities led the growth rate list of Chinese brand consumption.

2021 Tmall Double 11 Global Carnival Night scene.

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　　The cat night also ushered in changes. For the first time, it was integrated into the plot interaction and attracted more than tens of millions of people. Inspiring young people to be the main coffee, the national style constitutes the main tone, and six "space capsules" and "national tide winds" have been built outside the venue. Scenes.

　　"We hope that through this kind of content expression, we can show the happiness and abundance of current life, and express the increasing confidence of national culture." Jiang Minhao, director of the program center of Zhejiang Satellite TV and commander-in-chief of Maowan, said that the temperature of the times and cultural connotation are this cat night. Core.

The number of small and medium-sized brands that have sold more than 100 million yuan has increased

　　The reporter was informed that as of 0:45 on November 11, Tmall had 411 small and medium-sized brands with a turnover of more than one million last year, and sales exceeded 10 million this year; 40 of them had a turnover of 10 million on Double Eleven last year. This year’s "Double Eleven" brand has exceeded the 100 million mark in turnover.

Data map of Tmall Double 11 Global Carnival Night.

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　　JD.com calculated from 20 o'clock on the 10th, the turnover of JD home appliances broke 2 billion yuan in 5 minutes.

Among them, entertainment TVs, partition washing machines, fresh air air conditioners, and floor scrubbers all increased by more than 5 times year-on-year, high-end notebook computers increased by 260% year-on-year, and infant edible oil and condiments increased by 30 times year-on-year.

　　Judging from the data released by the e-commerce platform, the vitality of this "Double Eleven" small and medium-sized brand has greatly increased.

Shen Donglai, the co-founder of the domestic cosmetics brand, said: "The sales are too crazy!" Before the celebration, the team hurriedly adjusted the goods. The pre-sale opened less than 2 hours, and the sales volume reached 1 million. The pre-sale amount was nearly 130 million yuan, 10 times more than the same period last year.

　　According to JD.com, taking Qibang tea beverages as the main brand of "Ripe Fruits" as an example, within one hour of participating in the JD Cube New Product Day, the turnover increased by 500% year-on-year, and the number of visitors increased by 500 times from the previous month.

　　Li Yongjian, a researcher at the Institute of Financial Strategy of the Chinese Academy of Social Sciences and a professor at the University of the Chinese Academy of Social Sciences, believes that the hot data of "Double Eleven" shows that the confidence of Chinese consumers has been fully restored, and the trend of consumption upgrades still exists.

"Buy, buy, buy"

　　Live delivery of goods is still popular. "It has been done in Li Jiaqi's live broadcast room." "Watching live delivery of goods is equivalent to watching a show while buying something, and it’s not a loss." The reporter also noticed that there are multiple platforms such as Douyin and Kuaishou. "Double Eleven" has also started live streaming with goods, and the popularity has not diminished.

　　However, now consumers are more rational in buying and buying.

"I basically finished the pre-sale on October 20, and I feel that there is nothing to buy by November 11." Some consumers told a reporter from Chinanews.com, "This year's Double Eleven is more rational and only spend I bought some seasonal clothes for a few hundred yuan."

Data map.

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　　After sorting it out, it is found that consumers often complain about the time to pay the balance, "Why stay up late and buy health care products?" I stayed up late, and I felt that "Double Eleven" was more serious than Taobao."

　　In addition, "Double Eleven" commodity prices are still a complaint from netizens, "Normally, there are discounted prices for products, but at this time, they are still discounted. Although they are not more expensive than usual, we hope that discounts can turn them into fractures."

　　"Double Eleven" Did you stay up late and what did you buy?

(over)