How Do Consumers View Double 11 This Year? Has There Been Any Change In Consumer Behavior?

According to the world clothing shoes and hats net, 2017

Coming, unknowingly, double 11 has gone through 9 years to China.

Had a profound impact.

So how do consumers think of double 11 this year and whether consumer behavior has changed? What will it become in the future?

Around these issues, the new retail advisory group invited Zhang Guohong, Wang Wei, Ge Jianhui and other new retail formats, the shopping center and senior experts in the department store, and big data mining system solutions service providers.

Jiang Chuanjin, Ge Ruyi, Chi Lihua, and Zhao Songwen, student association's representative teacher, who are engaged in e-commerce and marketing teaching research at Shanghai Business School, to explore the double eleven changes this year and their impact on the future retail industry.

At the same time, before discussing this issue, Shanghai Business School organized a survey on the double 11 change of college students in Shanghai.

The survey was conducted by Professor Zhou Yong and Professor Chi Lihua, two teachers.

Zhao Songwen carried out the investigation.

About double eleven

Zhao Songwen, President of Shanghai Business School student Marketing Planning Research Association, double 11 Shanghai university student survey executor

Through investigation, we find that the double 11 Shanghai college students mainly embody the following characteristics:

1, college students' "double 11" shopping enthusiasm is basically the same.

According to the survey in 2015, the proportion of college students having double 11 purchase intention is 65%, and this year's index is also maintained at 65%.

Because of the different samples, the proportion of participants who participated in the "double 11" survey last year was 76%, and the number of people who had shopping intention dropped by 11 percentage points.

This is a strong contrast to the 12 percentage point increase in 2015's intention to purchase people than in 2014.

In addition, about 1/4 of last year's "double 11" purchases were not ready for purchase.

2, cheap price is still the main inducement to participate in the "double 11" activities, but it also pays more attention to entertainment.

When asked about the reasons for participating in the "double 11", the result of choosing three options in multiple options is that 64%, 61%, 47% of the respondents chose "because of the cheap, the temptations of the shocking price of the explosive products can not be resisted", "just want to buy something," and "have a sense of festivities". The fourth ranking is: "concentrate on double eleven purchases" (27%).

But accounted for only 15% of the shopping behavior. This shows that college students' shopping behavior is more and more rational, but they also very much like the festive atmosphere, fun and fun, which is very important for students, which may also be the general psychology and shopping behavior of consumers.

3, doubts and boredom on prices are the main reasons why they do not want to participate in the "double 11" activities.

The reason why students do not take part in the "double 11" is still the price. In the respondents who do not want to participate in the activity, 43% think "not really much cheaper", and 21% of the respondents "doubt the authenticity of the price". The two total is 64%.

Of course, 43% of respondents did not want to join in the fun, and 36% of the respondents were "not interested", and another 37% of respondents were "no money".

4, Taobao Tmall and Jingdong are still "double 11" shopping first choice.

On the choice of shopping websites, 89% students chose Taobao Tmall, an increase of 4 percentage points over 2015. 53% of the students chose Jingdong, 6 percentage points higher than that of 2015.

5, 40% of the surveyed college students think that the sales of double 11 will exceed 150 billion yuan this year.

However, 22% of respondents believed that they were flat compared with last year's 120 billion 700 million yuan, while 17% of respondents thought it was lower than last year.

Only 8% of respondents believe that they will exceed 180 billion yuan.

Professor Zhou Yong, director of the new retail advisory group of Lian Shang Wang, Shanghai Business School.

The "double 11" Shopping Festival has been established for 9 years, from Taobao's exclusive development to the promotion of the whole network. The single day sales also rose from 50 million yuan in 2009 to last year. Taobao and Tmall sold 120 billion 700 million yuan last year.

Now the integration of online and offline, "double 11" sales can not simply calculate online sales, but also calculate the sales generated through online drainage. The sales of "double 11" are not all retail sales, but also the B2b business provided by Tmall and Jingdong to small businesses.

The purchase time is also getting more and more advanced. The shared express box is not only environmental protection but also more economical. The folding and sharing express box of plastic has a single cost of 25 yuan, a lifetime of 1000 times, and a single use cost of only 2.5 points, which is about 1/10 to 1/20 of the cost of corrugated boxes.

Everything is changing.

Overall, the enthusiasm for double eleven purchases remains basically unchanged.

Although some students think that the promotion of double eleven this year is not enough, they still want to buy it, because they feel a little bit less.

Now that the times are better and the consumption resources are no longer scarce, students like the feeling of "grabbing".

In the face of Z generation (that is, young people aged 18 to 24), who have become the most active market of online shopping in China, they are becoming the main consumers of the retail market. Business entertainment should be an inevitable trend. We should treat all consumers as pure and innocent children, and make the products proactive and commercially entertaining. This is the trend.

In essence, customers are always rational.

If the manager wrongly thinks that consumers are always emotional and easily fooled, it is a big mistake.

Some products sold online are even more expensive than convenience stores. Students hope that eleven pairs of businesses will not lower their prices before they can raise prices.

College students feel that there may be a lot of fake goods coming out of double eleven. We have not conducted any partial or comprehensive investigation, but no matter whether they really exist or not, at least from the psychological cognition of college students, they have such quality concerns.

The terrible thing is not the quality of products, but the fear of consumers' quality problems.

In fact, we have not really entered the era of brand consumption.

Consumer experience reminds consumers that they have every reason to doubt all foreign brands or local brands.

As an operator, we should shorten the purchase decision time by the promotion of brand trust (Wang Weiyu, general manager of Anhui Le Cheng).

The "fast" of Hunan retailing, proposed by BBK, can not only increase speed through "improved technology", but also enhance it through "nurturing the mind".

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Besides goods and prices, consumers may be more concerned about when and when they arrive.

This year, double eleven has launched the "folding and sharing express plastic box", which is an environmental protection measure and should also be a cost planning initiative.

But to fundamentally solve the last mile problem, we must rely on the integration of technology and capital.

Starting from Ali's "double eleven" in 2009, the eleven day trading volume of Ali double to 120 billion 700 million yuan in 2016, and then to the double 11 Tmall global shopping Carnival this year, upgrading again and again, the day's sales increase is not the most important problem. The key is that it has not evolved from a simple shopping festival to a comprehensive "happy festival".

But do customers really feel "small joy" or "great joy"? Is it "first joy after trouble" or "happy before and after"? Is "everybody happy" or "a few people happy"? The students say well, double eleven is a bit like "mid autumn moon cake", there are not many articles to do in mid autumn moon cake, we need to do "outer evolution", I think double eleven is also so.

Jiang Chuanjin, vice president, School of information and computer science, Shanghai Business School

I said that this year's electricity supplier "double eleven" trend.

1. with the development of e-commerce and the progress of society, consumers' consumption concept is more mature, and shopping tends to be more rational.

2. consumers pay more attention to the consumption experience, especially the quality of goods and the efficiency of logistics distribution.

3. Mobile has become the mainstream of electricity supplier. The mobile terminal orders in the double eleven period are expected to exceed 85%, and the competition in mobile payment will be more incentive.

4. Internet finance will become another competitive point of the double eleven. It is estimated that the number of orders paid by ant gold clothing "Hua Bai" and Jingdong white bill will exceed 25%.

Next I would like to talk about "double eleven".

Double eleven in 2014, when I was interviewed by Shanghai TV station, I demonstrated my attitude towards double Eleven: "double eleven" activities played an important role in the development stage of B2C, and promoted the public's understanding and acceptance of B2C.

But at this stage, online shopping has become a part of people's life. It is not very meaningful to create a selling point artificially. Instead, it may reduce the total social welfare, increase the pressure of logistics, reduce the experience of shopping and the profit margins of squeezed merchants, and eventually become the tool of Oligopoly.

Ge, an associate professor and doctor of information and computer science, Shanghai Business School.

The "double eleven" has gone to its ninth year. The creator of the festival probably did not expect it to have such a scale and influence today.

Although the "double eleven" seems to be very successful, things are changing all the time, and consumers are constantly changing the mentality of this festival.

According to the results of the survey, cheap and entertainment are still the main incentives for college students to participate in the "double 11" activities. However, some students have doubts and boredom about the price war of the businessmen, and the requirements for entertainment activities are getting higher and higher.

A popular concept in the past two years is "consumption upgrading". For the organizers and participating businessmen of "double eleven", they also need to consider how to deal with "consumption upgrading" and how to meet changing consumer needs.

Only in this way can we ensure the lasting attraction of "double eleven".

Electric business enterprises value the "double eleven" festival very much. Many business enterprises begin to enter the "double eleven" preparation period from August every year. Since September, they have been coming to schools for a long time, hoping that some students can help in the past because they are really short of manpower.

This is especially true in November. Some enterprises will take some classes of students to pick up bags and eat them in some cooperative schools.

Therefore, the battle of "double eleven" can win, which is very important for electric business enterprises.

To win this battle, we must have innovative thinking.

As I said before, consumer preferences are changing all the time, so enterprises must catch these changes and respond positively to win a lasting victory.

Chi Lihua, deputy director and associate professor, Dean's office, Shanghai Business School

We find that there are 7 kinds of psychological factions in this year's "double 11": sensibility, rationalism, quality, logistics, follower, conciseness and extension.

(1) sensual School:

1) great.

2) strength is not as good as 618 or a lot of chop, and spicy chicken is eleven.

3) they are all pre sold, cool and cool. They are so passionate that they understand what I mean.

4) chopping hands is a bit cool, and there is no money to spark.

(2) rationalism:

1) be rational and take what they want;

2) there is no substantial discount.

3) do not raise the price first and then reduce the price.

4) many commodities are raised and then reduced.

5) not (ready to buy in double eleven), anyway, things will not depreciate.

6) hope that the price will drop again and the network will not be stuck.

7) price reduction;

8) disguised marketing;

9) sales means.

(3) quality Pie:

1) the quality of goods is not guaranteed, especially in double eleven, many fake products come out, and hope that the relevant departments can strengthen management.

2) the quality of goods is not guaranteed, false sales;

3) buy shoes, buy bags, buy mobile phones, pick up trash next month.

(4) Logistics:

1) express is too slow.

2) logistics speed (keep pace);

3) every double eleven logistics system exploded, which is a problem.

4) improve logistics;

5) slow delivery;

6) express is too slow!

(5) follower:

1) in fact, just follow the crowd.

2) double eleven has become a shopping holiday, and shopping on this day has become a social custom just like eating moon cakes in the Mid Autumn Festival.

(6) brevity:

1).

2) (hope) the rules are simple and the routine is simple.

(7) extended faction:

1) schools can also hold double eleven;

2) if there is a discount on the express (convenience store), the canteen will be discounted.

Lu Yan, a member of the union network.

1, this year 618 momentum is also huge, do not know that double eleven will not have an impact.

2, double eleven shopping ranking is a must for some businesses, so there is a large number of fake shopping values. These are the marketing costs of the enterprise end, rather than revenue. Therefore, even if the sales record of double eleven can be innovating this year, it is difficult to tell whether the actual shopping demand of consumers is increasing or the growth of the cost of the brushes.

3, different from 618, double eleven has been developing to the large-scale performing arts program from the year before last. This is actually a pformation of the retail marketing mode, which can not be ignored.

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Double 11 pairs of retail development

Wang Wei, Australia's strategic adviser to Australia, and Deputy Secretary General of the Real Estate Society of CEIBS.

As I have said, 50% of the stores will be closed in ten years.

Fifteen six years later, the latest situation is that the proportion of total electricity providers in the United States is still no more than 11%.

I talked with the chairman of the German retail association. In 1995, there was no Internet, there were telex and fax, and a call sent goods to your home.

By 2000, the Internet had sprang up. At that time, some people said that the physical store was going to die, but the proportion of electricity suppliers to German retail sales is only about 10%.

When the Internet began to rise, Americans also said that 50% of the shops were closed.

In the 2000-2007 Years, the sales volume of the US pure electric business did reach 10% of the total retail sales.

But in the 2007-2013 years, the share of pure electric business sales in the United States declined, the proportion of pure electronic business sales decreased from 10% to 5%, the sales volume of electricity sold in the physical store accounted for 5%, and the sales of physical retail outlets reached 90%.

Why do Amazon and other e-commerce companies are struggling to open a physical store? From the 2012 "horse king gambling" (the proportion of the electricity market in 2020 reached 50%, Wang Jianlin will lose to Ma 100 million yuan, vice versa), after 2012 to 2017, although the electricity supplier growth rate is higher than the physical store, but the growth rate has declined, accounting for 50% of the proportion is almost impossible, the impact of the electricity supplier is a false proposition.

After the "horse king's bet", Ali also made a lot of layout in physical retail, investing in holding Yintai, shares in sunning, Sanjiang shopping, Bailian, Lianhua and so on.

After 2013, the whole entity retailer's investment in smart phones and mobile Internet investment changed.

In 2013, the US electricity supplier and the mobile Internet underwent a turning point, forcing the electricity supplier to open a store to merge.

From the perspective of full channel retailing, 72% of online purchases were first seen in the physical store, and 78% of the store purchases would be viewed online first, and the irreplaceable nature of the physical store could be felt inside and outside.

Ge Jianhui, President and founder of Chen Zhi Technology

The essence of retail business is "people" to "field" consumption of "goods", new retail also can not jump this logic.

Food and beverage is a form of retailing. It is a compound format that runs both "field" and "goods".

Just need and high frequency almost cover all the customers, so that the big tycoons are troubled by the rapid growth of Internet traffic costs, so they are rushing to the restaurant industry. This also brings data and technology to the traditional catering industry. In the past two years, typical takeaway platforms are pforming the industry. Besides eating and eating out, the third dining scenes have been increased. In the real sense, catering Internet, user data and food digitization are new retail modes of catering.

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