"Double Eleven" Seven Years Itch Except What Is Left In Gimmick?

"Double eleven" came into being at the beginning of 2009.

The artificial holiday that appease "Bachelor" has evolved for 6 years, but it has become the "Carnival day of the whole people" between the electricity supplier and the consumer.

In the seventh year, this is still a holiday that we are looking forward to. It has played a prelude full of gimmicks and ridicule because of the Jingdong's "paper petition" and the "chicken and duck" response of Ali.

"Double eleven" seven years itch except what is left in gimmick?

At yesterday's zero point, dozens of high-rise buildings in the district were still brightly lit, with lights on.

Without the noise of TV and stereo, there is no quarrel between husband and wife, only the click of a mouse.

In the doorway, Uncle Ye silently gazed at all this, thinking for a long time, and lit a cigarette and inhaled deeply. Finally, accompanied by the puff of smoke, he firmly pulled down the total gate of the district.

That night, he might have saved hundreds of millions of irrational consumption for the district owners.

Although this is only a piece of paper, the picture of Ye Ye pulling the brake is true.

"

Jingdong's recent "paper petition" has created a big business circle.

On the 3 day, BOE said that it had been receiving information from merchants, reflecting Alibaba group's "two choices" in the "double eleven" sales promotion activities. Jingdong has already reported to the SAIC that Ali has disrupted the order of e-commerce market.

Tmall responded quickly. In an interview with Xinhua news agency, Tmall spokesman said today's situation is: the real name of the chicken has been reported to the duck, and the duck has monopolized the lake.

The person further said that the market is bound to be hyped, but can not always stay in the hype, the market needs fair and open competition in the sun.

According to the insiders, the analogy of Ali throwing chicken and ducks apparently did not consider Jingdong's active attack as a threat.

BOE's response to Ali's response is not to be bought, and its responsible person, referring to Ali's evasion of the core issue of "two elections and one election", is directly under Ali's interview with Xinhua news agency. "For Ali's" let consumers choose ", Ali's actual behavior is precisely limiting the consumer's choice, so that businesses do not choose other platforms to promote sales, so how can they let consumers choose?

In fact, "double eleven" businesses are forced to "stand in line" is no longer a novelty.

Even a few days ago, Jingdong, who took the initiative to "pick things up", was also exposed to suggestions and even disciplinary actions against "sturdy" businesses.

Since the birth of "double eleven", it has always been a battleground for big and small businesses.

Scramble for suppliers, questioned false prices, payment system collapse, delivery was paralyzed.

Not only is the electricity supplier itself, but almost every link of the industrial chain closed loop has become a trough of accusation and choking.

And the pinch rack between the electricity suppliers has already been strange, even to some extent, it has caused the aesthetic fatigue of spectators.

But all these old disadvantages have not been effectively solved after years of "killing each other".

It is worth noting that the relevant departments have realized all kinds of long-standing disadvantages.

The Interim Regulations on the management of centralized promotion of network goods and services promulgated by the State Administration for Industry and Commerce have been put into effect since November 1st. Among the eleventh provisions, the organizers of network centralized sales promotion must not violate the rules.

"Anti Unfair Competition Law" and other laws, regulations, rules and regulations, limit and exclude the network centralized promotion operators in the platform to participate in other third party trading platform organization promotional activities.

A few days ago, the NDRC also organized 15 enterprises such as Alibaba, Jingdong mall, suning.com and so on to hold a reminder meeting to regulate the retail price behavior of the network, preventing and warning in advance.

Ponder behind farce: can overdraft consumption last?

"Double eleven", as a consumption time point, creates industry growth without doubt. Positive aspects are also worth affirming.

But what we need to see is that in the past 6 years, "double eleven" has accumulated wealth for the major electricity suppliers, and has also exposed the problems gradually exposed in the industry.

The Chinese Internet firmly believes that "users are king" is based on the logical reasoning of 1 billion 300 million population size. As long as we have the resources of users, we can accomplish the business miracle of intensive manpower.

However, when the "double eleven" artificial Festival is experiencing users' curiosity fading away, merchants' enthusiasm decreasing and industry competition disorder, these giants will naturally start to worry.

For consumers, after experiencing the initial novelty and the climax of the year, their hearts have already had a relatively reasonable expectation of this carnival.

The frenzied sweep of the past "chop hands" has gradually become a "prudent party" of three goods.

Online shopping is always the two most popular word for consumers. If the electricity supplier still plays the same price as the past, then the discount or the old means of playing the fake discount after splitting the goods, then the shopping feast will surely make consumers lose interest.

For the electronic business platform, the "artificial holiday" brings the consumption of concentrated consumption more, which is obviously inconsistent with the development trend of personalized consumption.

This mode overdraws all aspects of retail business, and will only become a wave of China's commercial society with poor retail environment, but it will not become a trend.

For businesses, especially small businesses, they are often the most vulnerable in the big business competition.

Such businesses lack enough brand influence, and their own channels and operational capabilities are limited. They naturally lose the right to speak in the process of dealing with e-commerce platforms.

The disorder of the industry caused them to feel wronged in the festival that was supposed to rise.

This time the "cat and dog war" fuse is caused by the platform forcing merchants to "stand in line".

As the saying goes, the gods fight, mortals suffer, this time the big business competition, so that these market participants were seedlings.

This year is the seventh year of the "double eleven". It is foreseeable that after the smoke, every big tycoon will issue a victory declaration from various angles.

However, how to develop the "double eleven" after the elimination of all kinds of gimmicks is a matter of immediate concern.

The shopping Carnival after the seven year itch is "going to the end", or as Feng Xiaogang said it will become the "old tradition" in the future.