Will Consumers' Enthusiasm For Double Eleven Fade?

Seeing that double eleven is coming, some enterprises are trying to create carnival, while others advocate rational consumption to double 11.

Compared with previous years, the different reflection of Internet business enterprises this year is a bit intriguing.

The development of double 11 to eighth years seems to have changed.

From the fog to the first sight

In November 11, 2009,

For the first time in the form of Shopping Festival in everyone's eyes.

Before that, the day was originally an entertainment festival circulating among young singles.

At this time, Taobao mall was born for second years, coincided with the pformation and upgrading of e-commerce in China. With the emergence of Jingdong, fan and other B2C e-commerce platforms, the e-commerce mode has expanded from C2C to B2C, and some traditional enterprises have begun to layout B2C.

In the words of Alibaba group CEO Zhang Yong, Ali built the original intention of double 11, and also wanted to promote Taobao mall through making festivals.

This double 11 can only be regarded as a small test knife. Taobao mall has a single day turnover of 50 million yuan, with only 27 brands participating.

In 2010, double 11, Ali increased publicity efforts, when more and more businesses took part in it, and Taobao store performance doubled and doubled, showing a 10 fold increase, with single day sales reaching 936 million yuan.

This year is the year of rapid development of B2C business in China. Suning.com is on the line; the growth rates of Jingdong and van guest are 300% and 400% respectively; Dangdang is publicly listed on the New York stock exchange.

From a single major to a hundred schools of thought contending

Next, China's electricity industry entered the platform competition. According to the data from the Analysys think tank, China's B2C online retail market share in the two quarter of 2011, the top three of Taobao mall, Jingdong mall, Amazon ranked fourth, and suning.com.

Fierce competition, the major business platform has seen the impact of sales promotion, double 11 participating in the electronic business platform has also spread from Tmall to the whole industry.

But consumers' impression of double 11 is also dominated by Taobao mall.

On the same day, Ali Taobao mall and Taobao network Qi Fa Li, won 5 billion 200 million yuan per day sales, and 2200 shops were involved.

Among them, the Alipay trading volume of Taobao mall exceeded 3 billion 360 million yuan, which is nearly 4 times the volume of trading on the same day in 2010.

The rapid growth of the electricity supplier market has led to the double 11 Festival. However, the participation of other electronic business platforms is still low, and the results are relatively plain.

For example, Jingdong mall, the real participation in double 11 is also only started in 2013. At the beginning, only the market department staff interviewed relevant businesses to decide different plans.

In 2012, Taobao mall announced its renaming to Tmall.

According to the statistics in the morning of November 12th, this year, the total sales of Tmall and Taobao reached 11 yuan, reaching 19 billion 100 million yuan, of which Tmall was 13 billion 200 million yuan and Taobao was 5 billion 900 million yuan.

Double 11 has gradually become a landmark Festival, and dividends have broken out.

By 2013, with the popularity of online shopping, a number of e-commerce platforms have joined the trend of double 11 sales promotion.

However, compared with ALI, other e-commerce platforms are slightly inferior.

It is understood that in 2013 double 11 days, Jingdong total turnover of 6 million 800 thousand single, easy to reach 3 billion 500 million yuan.

And Ali set a daily turnover of 35 billion yuan.

But at the same time, there are a series of problems behind the gratifying sales.

Especially in logistics.

For example, there are serious problems such as express warehouse explosion, serious delay in logistics, and commodity damage. Other aspects such as after sale and promotional price are very criticized by consumers.

Moreover, this stage also brings a great misunderstanding to consumers. We believe that only cheap and discounted goods are sold on the Internet.

Double 11 seems to be a simple promotion of price first.

The most fundamental reason is that mainstream consumers are younger and less consumed. They prefer to be able to afford goods that are relatively cheap.

From Carnival feast to rational consumption

In 2014, the impact of double 11 was increasing. The number of businesses involved was the largest in the past few years. Tmall alone had nearly 27 thousand.

42 thousand.

Among them, Ali has set up a new record in many aspects, with a daily turnover of 57 billion 100 million yuan.

At the same time, the major business platform for logistics and other aspects of hardware support gradually improved.

For example, Jingdong has established a good reputation with its advantages of self built logistics.

Other e-commerce platforms choose to connect with several major express companies for efficient deployment and cooperation.

Ali's rookie network is also working with several logistics companies to help double 11.

With the improvement of hardware, some consumer forms that are more in line with consumer experience have been generated, such as cash on delivery, pre sale and so on, which are becoming popular and accepted by consumers.

In order to differentiate competition, Jingdong, suning.com and other platforms began to promote sales in October.

The most obvious trend in this year is that mobile terminal consumption gradually takes the lead. In the total turnover of Taobao Tmall, mobile terminals account for 42.60%.

And other electronic business platforms, such as Jingdong and suning.com, account for almost the same amount of mobile phone orders as Tmall's.

This indicates that the competition of the Internet has shifted from the PC terminal to the mobile terminal.

It was also in this year that Ali announced that he had already obtained the "double eleven" registered trademark.

Although Ali said that double 11 is always an open holiday, this news is undoubtedly a major threat to other e-commerce platforms, and other platforms are starting to create their own shopping festivals.

For example, Jingdong 618.

In 2015, the double 11, Ali spent 50 million yuan to hold the "double 11" evening party, directed by Feng Xiaogang, the star lineup was also very strong, and Jingdong also held a double 11 "Beijing Xi night" party on the same night with CCTV.

The process of double 11 entertainment has opened, and double 11 has evolved into a social phenomenon.

However, even though double 11 seems to be profitable, the participation of other e-commerce platforms has begun to decline.

A few days ago, Jingdong's external voice, noisy entertainment and impulse consumption will no longer be the mainstream of this year's "double 11". Through the three "double 11" initiatives of "good property and low price", "extreme service" and "intelligent experience", Jingdong will advocate rational shopping for consumers.

Mogujie.com CEO June said that joining the "double 11" is a job that has to be done under the current domestic electricity supplier environment. "In the big environment, we must follow it to do this, but we hope to be able to express a point of view instead of being a businessman who sells bargains."

Price war is out of date, and the market is rational.

From several platforms advocate rational consumption attitude, we can see that after seven years of crazy sales of double 11, the price is no longer the core attraction.

In the minds of consumers, the balance of quality and price is gradually balanced, and the impulse consumption era is gradually over.

This coincides with this year's hottest concept of consumption upgrading.