The double 1 1 shopping frenzy that lasted for 12 years seems to be cold in 13 years. Not only did the platform "low-key" the battle report, but even the double 1 1 party that was screened in the previous two years almost disappeared into social networks. Some netizens even lamented, "This year's double 1 party.
Some clues can already be seen in the transaction data. 1October 1 12 zero, the total transaction volume of Tmall Double 1 1 was fixed at 540.3 billion yuan, up 8.45% year-on-year. 165438+1October 1 1 23:59, the accumulated order amount in JD.COM exceeded 349 1 100 million yuan, up 28.58% year-on-year. On165438+1October1zai 12, the double 1 1 half-day consumption data released by Suning.cn shows that by the end of the double1/kloc,
Double 1 1 is not only a shopping festival for consumers, but also an arena for e-commerce platforms. However, after the supervision gradually standardized the platform economy, this year's double 1 1 has an unusual significance compared with previous years, and the platform has become calm and restrained. The platform is changing and consumers are changing. This year's double 1 1 also showed a different trend.
The growth rate hit a record low.
Double 1 1 to 13, followed by an increase in the number of transactions. Some people think that this e-commerce festival is a hot topic and frontier topic of national consumption, and it also reflects that the business world remains energetic and optimistic in the face of repeated shocks of uncertainty.
However, judging from the growth rate of Tmall Double 1 1 from 2009 to 20021year, it is actually slowing down. From 2009 to 20021,the transaction volume of Tmall Double 1 1 was 52 million yuan, 936 million yuan, 3.36 billion yuan,19/kloc-0 billion yuan, 36.2 billion yuan and 57 1 respectively.
Corresponding to the growth rate, from 2009 to 20021year, the year-on-year growth rates of Tmall Double 1 1 were 1700%, 259%, 468.5%, 89.5%, 57.7% and 59.7% respectively.
2009 -202 1 tmall double 1 1 turnover and year-on-year growth data. Wu Yuxin, a reporter of this newspaper, drew a chart.
The reason why Tmall's year-on-year growth rate increased to 85.6% in 2020 is that since this year, Tmall has turned double 1 1 into a "nunchakus", and the transaction volume statistics have also changed from 24 hours 1 1.
Real-time transaction data "missing"
165438+1October 1 1 day, the newspaper's exclusive report "Double 1 1 Good News Real-time Transaction Missing" was posted in Weibo hot search, with a reading volume of 2 1 10,000. Tmall no longer announces the real-time transaction amount, while JD.COM announced the accumulated order amount at that time before11,14: 09 and 12 respectively.
As for the real-time turnover, netizens have different opinions, such as "whose child has regressed and set off firecrackers to celebrate", "Double 1 1 is not just a day, what is the data worth watching" and "A meal is as fierce as a tiger, and all kinds of discounts are routines. Dazzling and foggy, the result is only two and a half pieces missing. "
Regarding Tmall's cancellation of the big screen of real-time transaction volume, the vice president of Tmall Business Group, Chuixue, said at the double 1 1 media communication meeting: "What everyone likes more is that number, that explosion, but in the process of Tmall's long-term strategic adjustment, we have made it very clear that the long-term strategy of Tmall in the future is, first, consumer experience, and second, business experience, which is the purpose of all our businesses." Chuixue said that 290,000 merchants participating in Tmall Double 1 1 performed well, including old brands, new brands and international brands.
Xin Lijun, CEO of JD.COM Retail, said that while the outside world pays more attention to the sales figures, JD.COM and the industry pay more attention to the increasingly powerful and sustained upward force behind them.
On the whole, Tmall and JD.COM are the best players of Double 1 1, while Suning.cn and Pinduoduo have not announced the transaction amount of Double 1 1.
Wool is hard to burn, and the enthusiasm of players to fight again is fading.
From "50% straight down" to "wool is hard to catch" now, many players who have participated in the war for many years have begun to reveal the signal that they may gradually withdraw from the double 1 1.
Wu Tian, one of the players who didn't miss any double 1 1 activities, said, "Today's double 1 1 has lengthened the front line, the rules are complicated and the concessions are vain. It's really disappointing every year. For example, the goods robbed at 0: 001that day cost 243 yuan, but only 190 yuan for sleeping. There is no difference between the pre-sale and non-pre-sale prices of some products, and even some direct shots are cheaper than pre-sale. "
Regarding the uneven preferential strength, Yan Xu, another player of Shuang 1 1, said, "Shuang 1 1 has placed more than 70 orders for the whole family, which is close to 30,000 yuan. It is really a consumption disease that is difficult to quit. In fact, at least half of the products have subtle price concessions. The first wave of pre-sale price of a dress I like is above 500 yuan, and the second wave is in 650 yuan, and there may even be a price difference. At present, there are few products whose preferential strength fully meets expectations. It depends on whether you are willing to take the time to do a' price survey' in depth. "
This year's double 1 1 Yan Xu's record.
With the end of the double 1 1, bonus hunter players are gradually waking up.
Wen Jia, who was dragged to the Tmall game by his friends this year, said, "1October 27th, 165438+ The game is over. Individuals give a red envelope of 60. 19 yuan, and other members of the team are divided into more than 50 yuan. This kind of game is really not fun. Once it started, it was reluctant to give up and owed a lot of friendship debts, but at least it opened a big red envelope to satisfy this addiction, but it will not play in the future. "
Divide red packets in Wen Jia Tmall game
Wen Jia chatted with her friends about online shopping.
Yao Ai, who has participated in the double 1 1 four years, said that the coupon strength of 88VIP was not as strong as last year. Last year, I received a lot of coupons over 6000 minus 600. Finally, I found that it must be a product of Tmall store to enjoy this benefit. Although I have received similar coupons this year, I am still more rational. I haven't failed to meet the standard of full reduction, and I won't work hard again.
It is worth noting that in the poll "Do you think the double 1 1 is strong" initiated by the paper on the Weibo platform, up to now, * * * has 598 1 participants, among whom 3,498 people think there are too many routines and algorithms,1/kloc-0.
On bonus hunter, netizens said: "The most important thing in consumption is to bring happiness to people. If you spend too much time and energy for a trivial discount, then such consumption would rather not! " Some netizens also said: "The eyes of consumers are discerning! Even from the beginning, it was smashed in the sheepfold because of the crazy preferential model, but times have changed. When the routine is solved, the rational consumption of pouring ice will naturally come. When routines replace honesty, naturally there will be no sheep to gather and no hair to lick! "
The "lowest price of the whole network" is gone, and the opportunity for small and medium-sized anchors is coming?
"Tired" is the feeling shared by many anchors with paper media reporters after this year's double 1 1. Chen, the anchor of Xiaohongshu, told this newspaper that she was on call from 5 pm to 2 am on the day of Shuang 1 1. "Maybe the front is too long. On the day of double 1 1, everyone's enthusiasm was not as high as at the beginning. "
What changes have taken place in the live broadcast this year? The paper media reporter observed that after the end of the Double Eleven this year, the data and sales volume of the live broadcast room that had been screened before no longer disappeared. According to previous data, by the early morning of June 2 10, during the live broadcast of 12 hours, the sales transactions of well-known anchors such as Li Jiaqi and Weiya reached billions or even billions of yuan, and hundreds of millions of people participated in the "opening ceremony" of "Double 1 1".
"We have never released data to the public. There are many problems in the current open data source, and the return factor is not considered. There is also a problem with the automatic crawling of the system. " Yan, a senior executive of ONE USA, said in an interview with the newspaper that he didn't want the outside world to pay too much attention to Li Jiaqi's "cargo data".
In addition, according to consumer feedback, it is difficult to provide the lowest price in the head live broadcast room now. For example, the prices of live broadcast rooms in Li Jiaqi and Viya are not far from those of many brands. A number of small and medium-sized brand businesses told this newspaper that compared with the strong "price reduction" of the head anchor, the profit margin is reduced, and they are more willing to choose the brand live broadcast room for self-broadcast, incubating their own live broadcast channels and fans.
The data shows that this year, the live broadcast room of brand merchants has developed rapidly. As of June 26th 10, Taobao Live has produced 165 live broadcast rooms, with a turnover of over 10 million, of which the live broadcast rooms of merchants account for nearly 90%. The turnover of the live broadcast rooms of 9 brands exceeded 100 million, far exceeding the pre-sale period last year.
Compared with the traffic occupied by strong head anchors in previous years, small and medium-sized anchors have found new opportunities in the "vertical field" this year. Chen said that according to Xiaohongshu's data, the results of millions of fans and bloggers are not the best. "Comparatively speaking, the top bloggers don't have so many fans, but their fields are more vertical and sticky."
Another brand merchant told reporters that the mid-waist anchor also has more outstanding advantages for the brand. First, the delivery price is lower to meet more demands of brands; Secondly, most of these mid-waist anchors have a specific consumer audience, which is convenient for refined operation.
Although the market is getting bigger and bigger and there are more and more opportunities, what Chen misses most is the original double 1 1. "At that time, the price was really favorable, and there were not so many ways to play. I don't need to rack my brains to calculate the Olympic math problem. I hope that the future double 1 1 will make the rules simpler and the price clearer, and really bring more benefits to everyone. "