No "shopping people" can suppress their "buy, buy, buy" mind on the carnival night of Double Eleven; no "shopping people" can repeat their past consumer passion for decades. 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, the gameplay has increased, and the price can no longer be bought. However, when the smoke of the price war dissipates, what is the significance of Double Eleven's existence?
The meaning needs to be constantly filled and new content is used to inject vitality into it. Therefore, the live broadcast of Double Eleven will also have more new ways to play. Last year on Double Eleven, the live broadcast sales of Li Jiaqi and Viya took a fault-like lead. Now that Weiya has fallen and Li Jiaqi has made a comeback, the dual oligarchical structure of the host of goods has been missing. At the same time, top anchors such as Oriental selected Yu Minhong and making friends will lead the new gameplay, and multi-platform live broadcast may be lively in the e-commerce live broadcast world.
Speaking of the past of Double Eleven, the mini-games that were once popular on e-commerce platforms are no longer popular now, but similar game-style marketing has not disappeared, and replaced by the more grand-sounding meta-universe version of Double Eleven. Offline, the tentacles of Double Eleven have reached the local life market, , Douyin, , Kuaishou, etc. are recruiting soldiers, and a traffic battle ready to go is undercurrent between short video platforms.
These signs indicate that e-commerce is rapidly entering all industries. In this process, Double Eleven, a shopping festival with a history of only more than ten years, will continue to refresh its definition. As this year's Double Eleven shopping festival begins, CNMO will observe Double Eleven under the new changes and conduct in-depth discussions on various topics. The topic of this article is: The price war has come to an end. What should I use to keep the shopping spouse on Double Eleven?
The gimmick of Double Eleven lies in the low price, which is indeed a key factor of , that can stimulate consumers' desire to buy. However, consumers always have their own pursuit of life. As their consumption level improves, the attractiveness of low prices on Double Eleven naturally weakens.
price carnival is no longer
It seems that since last year, the price carnival of Double Eleven has been ended. At that time, consumers saw major live broadcast rooms throwing in gimmicks such as "low price", "flash sale benefits", and "subsidy red envelopes", but the products they finally grabbed were not much cheaper. It is precisely because of this that "false propaganda" became the keyword of Double Eleven that year. At the same time, "rational consumption" was mentioned over and over again, which made last year's Double Eleven somewhat neglected.
Double Eleven Shopping Festival
According to general business logic, merchants seeking anchors to sell goods in order to leverage sales through traffic, so price concessions are necessary. However, last year's false publicity incident of L'Oreal , L'Oreal surprised many shoppers. The price of L'Oreal's own live broadcast room is actually lower than that of the anchor's live broadcast room, and its pre-sale price is 66% more expensive than spot. With such a price, how can you make consumers rejoice.
On the other hand, merchants have also learned their skills and are unwilling to drop the prices of goods again and again, and the phenomenon of giving more gifts has increased. However, the implementation of low-price strategies by many merchants may be a very "scam" routine. and use the name of low-price to clean up some defective products, flaws or products that are close to their shelf life, and also call it "buy one and get one free". Of course, there are also merchants who choose to take action on Double Eleven because of simply accumulating goods, and there is no quality problem.
Under the influence of consumers and merchants, the price carnival of Double Eleven is no longer the same as before. But e-commerce platforms must find new growth points. Since we are no longer competing for prices, better services will become a high ground for e-commerce platforms to compete for. This does not necessarily drive consumers to consume, but it is something they are happy to see.
gives the "shoppers" the
Since ancient times, the routine has been popular, and this sentence is out of place on Double Eleven, because consumers have long hated the fact that playing brain-burning games.On Double Eleven in previous years, consumers were surrounded by various routines. Not only did they spend their energy on , but the price was not much cheaper.
Tmall
However, this year's Double Eleven, there are obviously fewer such routines. At least brain-burning activities like shopping money expansion are gone. Major e-commerce platforms have returned to direct discount measures such as "full discount" and "discounts".
This year, Double Eleven Day Cat brought "three discounts" - 17 million products collectively discounted, 50 yuan off for every 300 yuan spent across stores across the store, and 88VIP members received another large coupon of 820 yuan. These three discounts can be added. JD Cross-store sales of RMB 50 for every 299 yuan or RMB 100 for every 1,000 yuan or RMB 100. Douyin and Kuaishou will have some fun in . For example, Douyin will also hold a short video task competition based on the "30 yuan discount for every 200 yuan".
For the above activity rules, consumers can at least understand the literal meaning, and do not have to do very complicated arithmetic problems. Thank God, regardless of whether there are big discounts in the price, this year's Double Eleven should not be so tormenting in terms of shopping experience.
Following shopping experience and product services, this year's Double Eleven has indeed undergone a lot of changes.
For example, in terms of time, many e-commerce platforms no longer choose to pre-sale products at midnight, and shoppers no longer need to stay up late. This is not a new change, as it has been the case in Double Eleven in the past two years. However, more merchants should do this this year's Double Eleven. At the same time, consumers' shopping carts have also become much larger. Take Taobao for example. The shopping cart capacity inside will be increased from 120 to 300 pieces, which is a once-in-a-century shopping maniac.
Taobao shopping cart capacity has become larger
Last year, the price reduction rhythm of the Double Eleven products was chaotic, which led to many consumers complaining and calling them "blood loss". Major e-commerce platforms have also thought of this. For example, Taobao and Tmall have upgraded the price insurance service rules during the Double Eleven event, and the maximum price insurance time has been extended from 15 days to 27 days. This basically covers the entire Double Eleven event time. However, this only applies to goods marked with a price guaranteed logo, and goods without a logo are not guaranteed.
Obviously, after experiencing several price wars, major e-commerce platforms have realized the importance of goods and services.
The value of Double Eleven is reshaping
Indeed, over the years, the low-price advantage of Double Eleven has been gradually lost, but its value is also being reshaped.
In the era of wild growth, e-commerce pursues sales and even the pleasure of digital growth itself when it starts Double Eleven. In 2010, the sales of Double Eleven were far less exaggerated than today. Just one year later, sales on Double Eleven exceeded 10 billion, and in 2016, it achieved sales of 100 billion. In 2021, sales on Double Eleven have reached 965.12 billion, approaching trillions of yuan, and this figure should be able to make a breakthrough this year. However, last year's Double Eleven sales growth rate hit a record low.
2021 JD Double Eleven transaction volume
The hero does not mention his courage, and the e-commerce platform that has experienced a period of wild growth is trying to create new growth points, which can be regarded as a positive transformation.
From the new practices of major e-commerce companies, how to create a better consumer experience is the focus of this year's Double Eleven. Not only is the product pre-sale time more friendly, but the price guarantee service rules are upgraded. Some e-commerce platforms also stipulate that order returns can be completely exempted during Double Eleven, and even the postage generated by overweight will be subsidized by the platform. These practices have indeed solved the worries of consumers.
Tmall Double Eleven Free Shipping Return
As an e-commerce culture, Double Eleven is rapidly entering all walks of life and blending with it, inseparable. In recent years, major museums across the country have actively participated in the Double Eleven activities and have gained a lot. Last year's cultural and creative products, especially archaeological blind boxes, have become very popular. Now Double Eleven is right in front of you, major museums are secretly creating some very creative "hot products", such as the Wenteng theme series of Suzhou Museum , and the Green Horse theme cultural and creative products of Gansu Provincial Museum may all be "out of the circle".
Double Eleven has been held for more than ten years, but it has become a festival, and it has its own cultural value behind it. This cultural value is actually a customer value, which is also the meaning given to it at the beginning of Double Eleven. Only by returning to the original intention can Double Eleven retain the shopping clan.
