The heat is much lower than that of Double 11.
"The double 11 owed flowers have not yet been paid, so it's double 12?"
With the topic of "Li Jiaqi Double Twelve" on the hot search, the double twelve shopping festival, which has gone through eight years, is here again.
However, many people on Double 12 this year have already planned not to consume.
Consumers also compared the prices of some products on Double 12 with Double 11. They found that the discount on Double 12 was not as good as Double 11 and decided not to participate.
It is not only consumers but also some businesses who plan to take a break.
A merchant told China Business News that his store does not plan to discount on this year's Double 12 Shopping Festival.
Asking the reason, the other party said that because of the small profits but quick turnover, the daily price of the goods is not high. Even if they participate in promotional activities, the discounts will not be very large, and the sales volume will not increase much. Therefore, this year's Double 12 plan to abandon the activities.
In terms of platform promotion efforts, compared with Double 11, which was warmed up one month earlier this year, and the event cycle is as long as one month, the Double 12 event is only warmed up 5 days in advance, and the activities are concentrated in 3 days.
Regarding this, Zeng Ying, a senior analyst in Analysys’ circulation industry, told China Business News that the popularity of Double 12 will drop significantly this year, because most of the consumer demand has been digested during Double 11, and Double 12 has become one. Consumption supplement.
Since the development of Double 11, Double 12 and other shopping festivals, the popularity has not been as high as before. The main reason is that the frequent daily shopping festivals are related to the main daily low prices of some e-commerce platforms, which have offset some consumer demand, and low prices are no longer what users care about The only thing is that with the display of the consumption power of the younger generation, consumption trends have been quietly changing.
In view of the development of the shopping festival, we should return to the essence of business, pursue high-quality development, highlight the characteristics of quality, innovation, and personalization from the product, and adjust the supply according to different consumer needs to meet more hierarchical users.
The live broadcast is still the highlight of Double 12.
Before the start of Double 12, the top anchors such as Li Jiaqi and Wei Ya had already given a live broadcast list and preheated the live broadcast of Double 12.
Zeng Ying said that live broadcast is still a highlight of Double 12. First of all, live broadcast has become a must-have for the big promotion. More and more brands join live broadcasts and use live broadcasts to accumulate brand private domain members.
In addition, when the anchor live broadcast room talks with the brand, it will emphasize the lowest price of the whole network to benefit the consumers of the live broadcast room, which is also one of the ways to attract users in the live broadcast room.
On the other hand, this year's Double 11 is known as the lowest-profile Double 11 in history. The e-commerce platforms of several major e-commerce platforms have not only slowed down the sales growth of Double 11, but have also been under the siege of short video platforms.
After Double 11, platforms such as Douyin and Kuaishou provided data.
The total live time of Douyin on Double 11 Goods Festival this year was 25.46 million hours.
Among them, the total time of self-broadcasting by merchants was 12.27 million hours, the total number of viewers was 39.5 billion, and the number of brands with brand turnover exceeded 10 million (including over 100 million) reached 577.
According to data from Kuaishou, from October 20 to November 11, the number of online broadcasts by Kuaishou e-commerce merchants increased by 52% compared with the same period last year, and the number of broadcasts by brand merchants increased by 391% year-on-year.
The number of orders for overall branded goods increased by 350% year-on-year, and GMV increased by 433% year-on-year.
Zeng Ying said that although short video and other traffic platforms have begun to deploy e-commerce business, they still have a large gap with traditional e-commerce.
When preparing for shopping festivals such as Double 12, the short video platform will continue to improve its e-commerce business system on the one hand, including the optimization of the supply chain, logistics and warehousing, after-sales customer service, etc., to form a closed loop of in-station consumption; on the other hand, it will be provided on the merchant side. Preferential support, attract merchants to settle in and participate in shopping festivals, expand the number of categories and brands on the platform, and provide users with more choices.
Author: Lu Hanzhi