This year's Double 11 is indeed not as popular as in previous years, but it cannot be said that the entire network will be silent, let alone the silence. Judging from the Double Eleven data released by major platforms, many platforms actually performed well, and some categories s

This year's Double 11 is indeed not as popular as in previous years, but it cannot be said that the entire network will be silent, let alone the silence.

Judging from the Double Eleven data released by major platforms, many platforms actually performed well, and some categories still have considerable sales.

Let’s take Tmall as an example. This year, there are 290,000 brands in Tmall Double 11 event, millions of small and medium-sized merchants and anchors register, and more than 21 million products participate in the Double 11 event.

And after the event started, some brands also had good sales. In the first hour of the sale, 102 brands had a transaction volume of over 100 million yuan, and some brands even achieved a good result of an hourly transaction volume of over 100 million yuan. Among them, home appliance brands such as Haier, Midea, Little Swan, and TCL achieved a transaction volume of over 100 million yuan in one second.

According to the Double 11 report released by Tmall, 358 brands sold over 100 million in Double 11 this year, 358 brands sold over 10 million in Double 11, and 148 sub-categories increased by more than 100% year-on-year.

Let’s take a look at JD’s battle report again.

During the Double Eleven period, nearly 10,000 agricultural products on JD.com had a transaction volume of more than 100,000 yuan, and nearly 30% of primary agricultural products such as grain, oil, tea and other primary agricultural products achieved a growth of more than 100%.

In addition, according to the "2022 Double Eleven Consumption Trend Report" released by Suning.com on the 11th, , sales of smart home products increased by 153% month-on-month, sales of smart home appliances increased by more than 150% month-on-month, and sales of one-stop old-for-new orders increased by 133% month-on-month, sales of offline green and energy-saving home appliances increased by 141% month-on-month, and purchase orders for offline home appliances and home decoration increased by 214% month-on-month.

Judging from the data released by major platforms, this year's Double 11 is not as bad as everyone imagined. , but so far we have not seen the final transaction volume announced by major platforms.

According to previous practices, major platforms will monitor the platform's transaction data in real time, but this year major platforms no longer do this, and even the final transaction volume will not be released.

As for why these platforms do not publish transaction volume, I think it may be due to various considerations, but I think the decline in transaction volume compared with previous years should be an important reason why they are embarrassed to publish.

I believe everyone has discovered an interesting phenomenon. During this year's Double 11 period, many platforms have sent pop-up advertisements to everyone everywhere, for fear that everyone will not know about the Double 11 event. This situation was rarely seen before.

From these details, we can actually see that the sales of many e-commerce platforms this year may not be as optimistic as in previous years, so they can only remind everyone to participate in the event through constant pop-up windows.

But from a realistic perspective, this year's Double Eleven is indeed not as active as in previous years. I think express delivery is the most unrestrained to lie.

In previous years, between Double 11, major express delivery companies have been in liquidated, and many goods may be delivered for more than a week.

However, this year the outlets of major express delivery companies are obviously not as popular as before. The order volume of many express delivery outlets has not increased much compared with before, so the delivery is not as slow as in Double 11 in previous years.

After comparing various factors, it can basically be judged that this year's Double 11 is indeed not as popular as before, and it is not an exaggeration to describe it as a dumb fire.

Then why did this year's Double 11 suddenly get cold? I think there are several main reasons here.

First, everyone's consumer confidence has declined.

Whether you admit it or not, in recent years, with the repeated outbreak of the epidemic, everyone's work will be more or less affected to a certain extent. Many people have even been directly laid off, which will affect everyone's income. Income instability has also affected everyone's confidence in consumption.

From the actual situation, not only did Double 11 not perform well, but the consumption growth rate of the entire market is relatively slow. For example, in the first three quarters of 2022, the total retail sales of consumer goods in the whole society was 32030.5 billion yuan, a year-on-year increase of only 0.7%, of which online retail sales were 9588.4 billion yuan, a year-on-year increase of only 4%. Although online retail is still growing, the growth rate has declined significantly compared with previous years.

Second and Double 11 routines scared away many consumers.

In the past two days, consumers only received a discount of 0.28 yuan on Bosideng's price increase and then lowered the price promotion, which caused a lot of controversy on the Internet.

In fact, it is no longer a new thing for major merchants to raise prices first and then promote promotions during Double 11. This is an old routine. Judging from the actual situation, some things may not be cheaper than usual during Double 11, and may even be more expensive than usual.

may not have seen these routines before, but as more and more times are trapped, consumers are now gradually awakening. Now everyone has realized that Double 11 is not necessarily the most suitable time to buy things, so many people simply don’t buy them.

Third, everyone has begun to feel tired of Double 11.

Double 11 first appeared in 2009. It was relatively new when it first appeared. Moreover, the discounts given by merchants at that time were also very strong, so many people focused on shopping on Double 11. As a result, in the first few years when Double 11 first appeared, the annual sales growth rate was very fast, and in some years it could even reach more than 10 times.

But the development of any thing actually has a cycle, including Double 11. After Double 11's growth rate reached its peak in the past few years, it has begun to slow down in the past two years. Everyone's favorability towards Double 11 is getting lower and lower, and their freshness towards Double 11 is getting less and less.

When everyone is tired of Double 11, no matter how strong the platform's publicity is, people are actually no longer interested in shopping, so many people have no interest in shopping during Double 11.

Under the influence of various factors, the growth rate of Double 11's transaction volume has indeed slowed down in the past two years. According to this trend, it is not ruled out that the entire network transaction volume of Double 11 may still show a downward trend in the next few years.