[CNMO] No "shopping people" can suppress the idea of pretending to buy and buy on the night of Double Eleven; no "shopping people can repeat the past consumption passion for ten years. After experiencing more than a dozen Double Eleven consumption wars, onlookers and participants will probably sigh from the bottom of their heart: Double Eleven has changed, and there are more routines and more prices, and prices can't be bought. However, when the smoke of the price war has dissipated, what is the meaning of Double Eleven? The meaning of
needs to be constantly filled, and new content is used to inject vitality into it. Therefore, live broadcasts on Double Eleven will also be promoted. Have more new ways to play. Last year on Double Eleven, the live streaming sales of Li Jiaqi and Weiya took a fault-like lead. Now, Viya fell and Li Jiaqi's comeback soon, the dual oligarchical pattern of escort anchors has been missing. At the same time, top anchors selected by Oriental Yu Minhong and making friends will lead the new ways to play. Multi-platform live streaming may be lively in the e-commerce live streaming world.
Speaking of the past of Double Eleven, it was once on e-commerce platforms The popular mini-games are no longer popular now, but similar game-style marketing has not disappeared, and replaced by the more grand version of the Metaverse Eleven. Offline, the tentacles of Double Eleven have reached the local life market, , Douyin, , Kuaishou, etc. are recruiting soldiers, and a traffic battle is undercurrent between short video platforms.
These signs indicate that e-commerce is rapidly entering all walks of life. In this process, Double Eleven, a shopping festival with only a decade of history, will continue to refresh its definition. This year, Double Eleven As the shopping festival begins, CNMO will observe Double Eleven under the new changes and conduct in-depth discussions around various topics. The topic focused on this article is "Why are Double Eleven games becoming less and less popular", and explore the reasons behind why the "cat-raising" mini game has gradually changed from a stunning start to a stunning start to a stunning complaint.
![[CNMO] No](https://cdn-dd.lujuba.top/img/loading.gif)
New changes in Double Eleven: Why does the "cat-raising" mini game have gone from a stunning start to a stunning complaint to a stunning complaint to a stunning start?
As the first to launch such mini game Tmall , from the "energy collection" in 2018 At the beginning, it will bring a small game every year on Double Eleven. Whether it is the "building a building" in 2019, the "raising cats" in 2020, or the "grab grabbing grids" in 2021, the games every year can be said to have attracted the attention of countless consumers who plan to shop on Double Eleven, and have also brought a lot of popularity to Tmall's Double Eleven event. However, as time goes by, the reputation of the mini-games has shown a downward trend year by year. By this year, although Tmall still launches mini-games, its publicity efforts are significantly smaller than before.
Double Eleven game starts
For Alibaba , mini games are not an unfamiliar thing. As early as Alipay , various public welfare games such as Ant Forest and Ant Manor have already existed, and many Alipay users also participated. However, during Tmall Double Eleven in 2018, Alibaba brought the "energy-gathering" mini game into the Double Eleven event, which is still a very innovative move. In the view of consumers at that time, they could also complete some official ones in addition to shopping. Tasks, and finally, you can divide Double Eleven red envelopes. Not only can you relax through related games when visiting Tmall/Taobao, but you can also get a certain amount of red envelope discounts on Double Eleven. Why not do it?
Tmall Double Eleven
After "gathering energy" in the first year, the "building building" in 2019 and the "cat-raising" mini games in 2020 can be said to have truly made the popularity of Double Eleven games reach its peak. For a time, various posts and messages about "raising cats" and "building building" can be said to be everywhere on the Internet. , Under the strong official publicity, related mini-games often appear on various hot searches, and "group PK" has become a new generation of Internet hot words.
2021 Double Eleven "grabbing grid" game
has institutional statistics. In 2019's "building building" mini-games accumulated nearly 300 million users in just one week; the total number of users of the "cat-raising" mini-games in 2020 exceeded 500 million, and in comparison, the number of users of the most popular " Honor of Kings " in 2020 is only 100 million.Although the two do not belong to the same category of games and do not have much contrast, this can also indirectly reflect how popular the Double Eleven mini-game was at that time.
mini-game reputation has been reversed
Although many people have had a lot of fun after the launch of the Double Eleven mini-game, some people have also found that the development of things has begun to deviate from the results they had originally expected. As early as the "Building Building" event in 2019, some players said on the Internet that their desire for winning and losing games has exceeded their desire for red envelopes.
has introduced a PK mechanism, and can only win if the floor height of your team is greater than the opponent. Therefore, in order to win, there has even been a "buy" service with clear prices on the Internet, specifically targeting players who want to win the game. The netizen said that in order to experience the feeling of winning, he spent 20 yuan to buy a house to gain an advantage. Unexpectedly, before the end of the game, the team on the opposite side suddenly had 2,000 more floors. She suspected that the opponent might have won the victory by buying a house, and the money spent on buying a house was even more than in the prize pool. In order to win a game, some people were obviously a little "high-end". It was obviously not worth the money to spend money on a game that received red envelopes.
Double Eleven "Building Building" mini game
For those players who don't have "tops", as time goes by, the cost-effectiveness of playing Double Eleven games is getting lower and lower. The main purpose of most users participating in the game is nothing more than red envelopes, so as to get a certain discount when paying the final payment on Double Eleven. However, with the increasing number of users participating in the game, everyone is facing the dilemma of " zero-sum game ".
Although Tmall official also adds the rules of upgrading and receiving red envelopes in the Double Eleven mini-game, if you want to get a larger red envelope, you must team up with other players and then PK with other teams. Since the amount of red envelopes in the entire bonus pool of the mini game is certain, and the winner takes all game method, if you want to get more red envelope rewards, you need to continuously complete tasks and receive meow coins to improve your own strength, which will invisibly consume a lot of time.
"Graphic" game was criticized by netizens for
In the "Graphic" game last year, due to the addition of the new strategy mechanism, although the gameplay has been improved, it has also raised the threshold for the game and further increased the time cost for people to play the game. While the final red envelope reward has not been significantly improved, many people have not significantly increased the amount of red envelopes when they have spent more energy than before, which naturally led to a large-scale collapse of the reputation of the Double Eleven mini-game.
Why does the Double Eleven game still exist?
On this year's Double Eleven preheating, many Weibo netizens went to Taobao's Weibo to leave messages, hoping that they would not launch mini games this year, but instead offer more real discounts. However, even among the many oppositions, Tmall still launched the new "Shou Meow Fruit" mini game on October 25. However, this time it was launched, and the official Weibo of Tmall/Taobao did not even have any trailers or promotions. It may be because the mini game was criticized by countless netizens last year.
This year's Double Eleven "Shou Meow Fruit" game
Many people believe that since the Tmall Double Eleven game is no longer as lively as before, why doesn't the official cancel it directly? On the one hand, various mini games actually play a role in attracting traffic for merchants. Users who have participated in various mini-games should be able to find that in order to obtain Meow Fruit, players need to browse the stores and products of various merchants, which to a certain extent has brought considerable traffic to merchants, thus helping to increase merchants' GMV (total commodity transaction amount) data.
mini games for stores to attract traffic
On the other hand, the emergence of Double Eleven mini games can also improve the social attributes of Alibaba applications such as Taobao/Alipay. In daily social environment, few people use apps such as Taobao and Alipay to achieve social purposes. However, due to the "team PK" gameplay in the mini-game, players who join the game will most likely invite their relatives and friends around them to join through team invitations, red envelope links, etc.Compared to the annoying "cutting a knife" link, this disguised recruitment activity that uses gamified attributes may be less likely to cause people's solutions, and can also improve the social attributes of these apps, which is a good way to kill two birds with one stone.
Finally, although the Double Eleven game is not as popular as before, there are indeed a small number of people who still enjoy it. For them, exchanging time for discounts is a good choice, and it is also a way to retain them. In addition, Alibaba may also hope to build the Double Eleven mini-game into a fixed link like "collecting five blessings" with Alipay, thus becoming a "people's memory" in special seasons.
was written at the end
After the freshness of the first launch, most consumers' ultimate goal of playing Double Eleven mini games is nothing more than to match discount red envelopes. After experiencing the increasingly complex game rules and fewer red envelope rewards, it is not difficult to understand that related mini games have been repeatedly criticized.
Consumers complain that the game reward is low
At a time when the economic environment is not ideal, for most consumers who choose to shop on Double Eleven, how to get the biggest discount is their most concerned thing. As for mini games, it is just a means to get discounts. Once the final profits of Double Eleven mini-games are not as expected, they will naturally lose the favor of users.
