China News Service, Hangzhou, November 16 (Reporter Hu Yixin) Has Double 11 reached its peak?
Do you still need "Double 11"?
...... The "Double 11" of 2021 has come to an end as scheduled, but related topics continue to ferment.
"Double 11", which originated in 2008, has gone through 13 years and entered a new cycle.
Looking back at the "Double 11" in 2021, many changes are taking place under the superimposition of multiple changing factors such as the supply chain, the epidemic, and consumption trends.
To this end, the reporter interviewed e-commerce platforms, industry-related practitioners and consumers, and felt the "Double 11" in their eyes.
"Double 11" is cold?
"This year's Double 11 is quiet and low-key." At 10 o'clock in the evening on the 11th, netizen Qianqian sighed to reporters when he passed by Alibaba Xixi Park.
The term "quiet" has also become a common feeling among many netizens this year.
Compared with previous years, "Double 11" in 2021 is particularly different: the happy news-style real-time transaction volume is gone, while in previous years, the transaction volume exceeded 100 million yuan in a few seconds, how quickly it broke 10 billion yuan, real-time data big screen... …Every activity sparked discussion on social media.
At one time, there were media reports that Tmall and JD.com will not release transaction amounts this year.
From the previous "50% off straight down" to the current "wool is hard to harvest", from the previous "buy is to earn" to now feel that "buy nothing is the biggest victory of this'battle'", many Players who have been "fighting" for many years have begun to flee from "Double 11".
"The first sentence of getting up every day: Never buy anything!" "The latest iron rule of this group in November: You are a true friend if you don't buy." "I usually buy everything that should be bought, so'Double 11' has nothing to do with me"... …In Douban’s "Consumerist Retrograde" group, there are 306,000 people who say no to "buy, buy, buy".
The original intention of the group leader "Shards of Iron" to set up the "Consumerist Retrogrades" group is to call on netizens not to blindly follow the trend, not to be trapped by consumerism, and to become "retrogrades" in the consumer market.
"We are not'not buying', but thinking about what is the life we want to live."
An industry insider said that the emergence of live broadcast e-commerce allows consumers to enjoy "Double 11" every day.
"Double 11 will be more "daily" in the future. There is no need for consumers to release their demand in a certain period of time. Demand has been released every day."
In addition, the person believes that the concentrated outbreak of "Double 11" will place great pressure on merchants to stock up, transport, and labor. This kind of demand is evenly spread across the various periods of the year, which is a healthier form.
Enterprise live broadcast "carrying goods" scene.
Photo by Hu Yixin
"Live War" started?
According to a report from the China Internet Network Information Center, as of December 2020, users who have purchased products in e-commerce live broadcast accounted for 66.2% of the total e-commerce live broadcast users, of which 17.8% of the users’ e-commerce live broadcast consumption accounted for all their online live broadcasts. More than 30% of shopping consumption.
The consumption habits of live broadcast e-commerce have gradually developed, and the "live broadcast war" has become more and more fierce.
"The sales of the two live broadcast rooms of Li Jiaqi and Wei Ya alone can reach 20 billion yuan a day. It can be seen that the penetration rate of live broadcast e-commerce among the people is very high." said Li Hongchang, director of customer satisfaction department of Hangzhou Magic Chopsticks Technology Co., Ltd. Live broadcast e-commerce has become an important part of brand marketing. Brand merchants are willing to make their own accounts and launch their own broadcasts. "In addition to their own factories, many brands will open live broadcast rooms in places where the anchors are concentrated, so as to facilitate cooperation with the anchors."
Earlier, a report issued by the China Consumers Association showed that there are seven types of behaviors that violate consumer rights, including false propaganda, selling prohibited products, using "special shooting links" to mislead consumers, and inducing over-the-counter transactions.
Not only that, traffic data such as likes, comments, barrage, and forwarding can all be "swiped" with money, and you can even spend money to buy views, modify sales data, and so on.
The relevant person in charge of the Zhejiang Provincial Consumer Protection Committee told reporters that some "special shooting links" lack product details, and even only have one code. "Consumers using illegal links will not be able to prove the purchased products through purchase records. If the anchor deletes the live broadcast playback Or if you don’t keep the replay, it will be difficult for consumers to produce evidence to prove the content of the transaction when defending their rights."
According to the relevant person in charge of Douyin, Douyin has launched the "General Rules for the Management of E-commerce Creators" and "E-commerce Content Creation Specifications", and has established a set of content grading standards and content identification technology systems, supporting corresponding high-quality content incentives and low-quality content The suppression strategy aims to create a high-quality content ecosystem on the platform to ensure that what consumers see is what they get.
Prior to this, the State Administration for Market Regulation successively issued the "Guiding Opinions on Strengthening the Supervision of Online Live Marketing Activities" and "Measures for the Supervision and Management of Online Transactions (Draft for Comment)" and other measures to increase the supervision of e-commerce live broadcasts.
"It is foreseeable that in the future, the supervision will only be stricter. Only by legal compliance can we go further." The relevant person in charge of the Zhejiang Provincial Consumer Protection Commission said.
What other changes have been revealed in "Double 11"?
Individualized and diversified consumer demand is changing the "Double 11", and "interesting", "green" and "low carbon" have also become the new "Double 11" keywords.
With the popularization of smart phones and the change of consumption concepts, more and more middle-aged and elderly people are participating in the online world, and "the bursting of consumption power of'silver-haired people'" has become a new hot spot.
According to data from JD.com, the turnover of middle-aged and elderly users aged 46 to 55 this year increased by 54% year-on-year and 83% month-on-month.
According to data released by Tmall, new mobile phones, down jackets, and woolen coats are the three "good hearts" of elderly users during the "Double 11" period, and the iPhone is their most purchased electronic product.
Not only that, domestic products, time-honored brands and traditional handicrafts are also showing their explosive "combat power" in "Double 11".
Data shows that during the "Double 11" period, the sales of traditional handicrafts on the Douyin e-commerce platform increased by 166% year-on-year; Jiajiang fermented bean curd, phoebe chopsticks, longxu pastry and pastry, old bamboo craftsman bamboo baskets and other intangible cultural products are well-received. Loved by the person.
In the list released by Tmall, from November 1st to 11th at 0:45, 382 brands have had a turnover of more than 100 million yuan on Tmall’s “Double 11”, Huawei, Hongxing Erke, Pecho Ling, Huili, Jiao Domestic and other new and old domestic brands are sought after.
This is the fourth year for Huang Yu, a small and medium-sized e-commerce merchant, to participate in "Double 11". Because there was no "deliberate preparation", some of the store's products were sold "out of stock" on several platforms, but Huang Yu did not feel sorry.
"We originally planned not to cut prices significantly, nor did we specifically stock up for the'Double 11', and we would end the sale when it was sold out." Huang Yu said, "We don't want to disrupt the overall marketing rhythm because of the'Double 11', nor do we want customers to follow suit. The price of'Double 11' is the'benchmark', and we feel that we usually'buy and lose'. We hope that we can sell as much as we have in daily life."
When "Double 11" comes to its 13th year, perhaps the public is no longer feeling fresh about the changes in GMV, and no longer excited about discounts and low prices.
Entering a new cycle, platforms, e-commerce companies, and brands have entered a new stage of competition. The needs and challenges they face may be more complex and will usher in more changes.
(over)