Will Consumers "Cut Their Hands" After "Double Eleven"?

11 days ago,

Consumers buy and buy crazily in various promotional discounts. After 11 days, they are swaying in the state of "poor to eat soil" and "bitter courier".

What about another round of bombing in November?

Will Chinese consumers continue to "cut their hands" after that?

This year's "double eleven" and "

There is only a difference of 14 days between the "black five" Shopping Festival.

The so-called "black five" refers to the day after Thanksgiving, the fourth Friday of November.

This holiday originated in the United States. Since Thanksgiving Day is the first day after the opening of the mall, and then it will usher in Christmas, American consumers usually start buying Christmas, and shopping centers will also offer a large number of discount promotions.

In recent years, with the rise of Hai Tao, "black five" has begun to flow into China quietly.

"Double eleven" after the "black five" facing the user demand has been nibbled in the market, this is a relatively big challenge.

Chen Tao, an e-commerce analyst at Analysys think tank, told the twenty-first Century economic news reporter, "in the future, for the construction of" black five ", it is also necessary for cross-border manufacturers to combine the needs of Chinese consumers to upgrade their consumption, excavate the unique characteristics of" black five ", and use the means of operation close to Chinese users to pack.

"Double eleven" and then "chopping hands"?

"Double eleven" buys clothes and daily necessities, and skin care products wait for "black five".

Ms. Luo told reporters in twenty-first Century the economic report reporters carefully counted their own mental calculations.

During the "double eleven" period, she bought a lot of clothes and shoes on Tmall, and bought some daily necessities on Jingdong. However, because favored cosmetics are more foreign brands, she chose the order of "black five".

Ms Hu is also looking forward to "black five", buying daily necessities and mother and baby products during the plan period.

In fact, Ms Hu told the twenty-first Century economic news reporter that friends who were accustomed to Hai Tao were expecting "black five", mainly because they trusted the quality of foreign goods.

But more consumers are not familiar with "black five". During the period of "double eleven" just ending, these consumers did not intend to continue shopping in "black five".

Even consumers say they have never heard of "black five".

"Black five" for Chinese consumers, its awareness, acceptance and influence range is not as prominent as "double eleven". The target audience is basically limited to users with cross-border consumer demand, with limited influence.

Chen Tao admitted to the twenty-first Century economic report reporter, "on the other hand, during the double eleven year this year, the major cross-border electricity providers have launched their own activities. They expect to improve their influence and revenue in the most enthusiastic online shopping festival in the year."

Although the domestic "black five" is still dominated by "double eleven", but on the other hand, with the rise of Hai Tao in recent years, "black five" also has a certain "fans" in China.

According to the "China cross border electricity supplier Industrial Park Research Report" released by the foresight Industry Research Institute, the scale of cross-border e-commerce market increased from 4 trillion and 200 billion yuan in 2014 to 5 trillion and 400 billion yuan in 2015. Even in the first half of 2016, due to the impact of the new cross-border electricity supplier policy, the scale in the first half of the year rose to 2 trillion and 600 billion yuan, an increase of 30% over the same period last year.

"Black five" period of low price goods and unique products to users still have a high attractiveness, part of the consumption demand will therefore germinate.

Chen Tao pointed out that "in the future, for the construction of" black five ", it is also necessary for all cross-border manufacturers to combine the needs of Chinese consumers' consumption upgrading, excavate the unique characteristics of" black five ", and make use of the operation means close to Chinese users to pack.

Fierce battle "black five"

In November 17th, Amazon held several "black five" experiences in Beijing.

In the North Plaza of Sanlitun's access center, a huge gray yellow Amazon express box is visible, with Amazon logo and "sea buying".

After entering the Amazon box, it seems that it has come to a palace of objects.

The white background has black stripes on the background walls, and shoes, bags, headphones and clothes are hung on the walls of different areas. There are various jewellery, cosmetics, even various dolls, baby carriages and suitcases on the sides of the walls.

These are the products sold by Amazon's official website.

"In order to interact with consumers in a more intuitive and vivid way, and increase consumer understanding of Amazon's overseas purchasing stores and the newly launched Amazon Prime, we have opened such an Amazon overseas purchasing line experience hall, which consumers can experience from November 17th to November 27th."

In an exclusive interview with the twenty-first Century economic report reporter, Niu Yinghua, vice president of Amazon China pointed out.

It is understood that "black five" on the same day, the international platform on Amazon platform will launch a discount of as low as 52% off, from 24 categories, 45000 kinds of imported direct mining products, the introduction of full price concession.

Niu Yinghua attributed Amazon's "black five" innovation to logistics, product selection and experience three points this year.

In terms of logistics, consumers who join Amazon Prime members can enjoy a single overseas purchase order of RMB 200 yuan free shipping service. The whole year is unlimited. The distribution to 82 cities in the country can enjoy an average of 5-9 days of accelerated distribution service. On the selected products, except for American goods, Amazon has officially added more than a million overseas purchases of British products during the "black five" period this year.

In addition, through the "Amazon box", consumers can more intuitively feel the goods and services purchased by Amazon sea.

Although the momentum is not as huge as Amazon, other cross-border e-commerce platforms also have some moves.

In twenty-first Century, the economic news reporter learned from Tmall that Tmall International's "black five" will start to warm up in November 21st. The US Department Store Messi and Target will also regard Tmall international as the home of "black five".

Foreign ports also announced that more than 30 thousand buyers will be involved in "black five", with more than 600 thousand online products, including more than 400 categories.

"Amazon has launched Prime service for Chinese users before the" double eleven "this year. It will provide efficient and fast direct mail service in the form of annual fee collection, which will bring some impact to domestic cross-border electricity providers.

At the same time, Amazon relies on its more mature global supply chain system, which can bring richer products to Chinese users.

Under the combined action of two factors, logistics and commodities, Amazon will bring a lot of competitive pressure to cross-border electricity suppliers in China.

Chen Tao bluntly said.

But at the same time, frankly speaking, domestic cross-border electric business enterprises have closer operation approaches to the market and closer to consumers, such as having a community that can increase user stickiness and live broadcasting that can stimulate users' consumption.