Around Double Eleven this year, I was silent and calm. On the 14th Double Eleven, in 2022, there are too many factors that affect it.
Double Eleven seems to have reached a clear critical point.
Today we won’t talk about any major trends, but I want to tell you about the midfield battles of Double Eleven that we have seen from small and medium-sized businesses. And 8 pragmatic suggestions.
1
2022 Double Eleven phenomenon
1,
As a community mainly based on e-commerce, I have initiated any discussion on Double Eleven among 20 member groups and more than 8,000 members, small and medium-sized business owners in various industries, without exception,
is very, very cold and calm. Be calm and terrible.
The few responses are: lying flat, unable to ship, no profit.
mentality determines posture. Merchants have gone from pursuing explosive sales to pursuing low return rates, high repurchase rates, and small and beautiful profits.
2 and
1 are not written by self-media, but no one has discussed it.
The enthusiasm and popularity of Double Eleven seem to have disappeared all of a sudden. Just like an outdated star, no matter how is posing, no one pays attention to . Double Eleven does not seem to be in the hot search. The rules of the platform are still complex and the cycle is still very long. A business friend complained like this:
"Why don't the platform be simpler?
is right? Behind it, the traffic is not enough, the merchant's budget is not that abundant, and it can only be more complicated to maintain the superficial prosperity. I understand it at a glance, the merchants stop playing, and no one participates the user."
all have to cooperate with marketing traps. Behind the deep routine is the embarrassment of merchants not having enough discount budgets and insufficient user purchase budgets.
4,
There are no merchants in the circle of friends to post their battle reports, the platform does not organize Double Eleven party, and the GMV data will not be announced.
Those who make money are also making a fortune in silence, while those who fail to make money are even silent. Whether it is low-key or dismal. The deserted atmosphere is indeed taking place.
5,
Shiseido was exposed to have a lower Tmall store than the lowest price promised to Li Jiaqi.
Even if Li Jiaqi is, even if he is Double Eleven, he may not be able to get the so-called lowest price on the entire network.
brand is becoming more and more cautious.
and even Li Jiaqi are becoming more and more cautious. Do you still remember the tough battle with L'Oreal last year? Not this year.
6,
Tiezi from a brand said:
I started in October this year, and various brand live broadcast cases are not focused on Double 11, but on the quarter or longer.
The importance of Double Eleven, and the importance of success in the battle is greatly reduced.
2
Double Eleven will disappear
After reading Teacher Liu Run on Double Eleven, he discussed whether Double Eleven will disappear.
Double Eleven in the past 10 years represents the "large number of scarce buyers", which is the so-called traffic.
But under the impact of today's live short video, the traffic was flattened and the buyer's purchasing power was flattened. Double Eleven may disappear, but the competition for products and traffic behind them will not disappear.
Unlimited involunt product competitiveness in selling goods, unlimited involuntary traffic to facilitate traffic.
is actually useless if you open this, traffic roll traffic, brand roll brand, channel roll channel. When supply exceeds demand. The volume, right there.
Double Eleven's bonus period has really passed. There is no need to be sad because of the dismal Double Eleven.
I think the only pragmatic thing is to keep a steady mind and not go to the card table and live to the next cycle. The way is simple, just bow your head and arch forward.
3
8 8 pragmatic suggestions for small company bosses
1, to make the scale smaller and the profits larger.
2, Be prepared to close the company tomorrow , do you leave enough cash for decent bankruptcy? Can the company survive after being banned for 3 months?
3 and must be resolute in laying off employees, and compensation must be in place . The core purpose is to quickly adapt to the new environment. Hesitate and die;
4, The boss himself starts from small things and practices frugality, and carries the control costs into the bones of all employees;
5, The boss himself should be online on the core business and keep in touch with the core customers in person;
6, concentrate on maintaining real customers. The customer who made money was , and those who didn’t get the money were all woolly. Never waste time;
7. Don’t manage your finances, your money in the bank may be the best way to manage your finances. The safest cash.
8, Maintain a healthy body . The more difficult it is, the more you need a healthy body and willpower.
