Why did even the Double 11 start to involute?

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Why did even the Double 11 start to involute?

Have all of you here participated in Li Jiaqi and Wei Ya’s tens of billions project?

This Double 11 every year is not only a shopping carnival, but also a grand gathering for jokers.

For example, there are dangers everywhere, but Qihu is hard to get down.

The descendants of Hua Luogeng, Double 11 PTSD, the regretful person, the final payment person, and the single person.

But it seems that more and more "sober people" are calming down in this shopping spree and saying no to Double 11.

Why did they choose to "escape" from this shopping spree?

After the involution of education and the workplace, why did Double 11 also begin to involute?

Regarding Double 11, everything must start from the Taobao Mall marketing planning meeting in May 2009.

In order to promote this new platform, they decided to hold an event in the fall similar to the American Thanksgiving Sale.

As for the final date of November, it is just because there is National Day in October and Christmas in December. We can only hope to grab some traffic between the two traditional shopping crazes.

So, on November 11, 2009, a day that was still referred to as "Singles' Day" at that time, Taobao Mall put up the slogan "Let consumers have fun once a year" and started the carnival. the prologue.

However, due to the limited scope of influence and promotional efforts at that time, the final transaction volume of the first Double 11 was only fixed at 52 million, with only 27 brands participating, but this was already far beyond expectations. It worked.

And just one year later, Double 11 sales increased 18 times! Breaking through 932 million;

Two years later, it exceeded 3.3 billion; three years later, it exceeded 13.2 billion, which is almost a breakthrough of an order of magnitude every year.

At this point, Double 11 began to become synonymous with merchant promotions and shopping carnivals. As the initiator, Taobao Mall naturally became an instant success. Many e-commerce companies that smelled business opportunities stepped on the B2C trend. Make a lot of money.

At almost the same time as Double 11 was born, Wei Ya gave up her dream of being a singer, left the entertainment industry, and opened a clothing store with her husband in Xi'an; 17-year-old Li Jiaqi is still in high school; Luo Yonghao The Niubo website he founded ceased operations, and his first venture failed.

This shopping spree initiated by Taobao has changed the fate of many people.

Even Viya, who sold 10 million on Double 11 in 2015, would not have imagined that just a few years later, on the Double 11 pre-sale day alone, the live broadcast room transaction volume would be Nearly 10 billion;

Li Jiaqi, who graduated from college in 2015, successfully became a beauty consultant at L'Oréal counters and won multiple sales championships, would never have imagined that one day he would become a household name in China and become the "biggest winner" of Double 11 ".

Lao Luo and his friends never imagined that one day they would be able to successfully turn around by relying on Double 11 and live streaming to bring goods.

Of course, this carnival that changed the fate of many people also changed the fate of Hangzhou citizen Teacher Ma.

In 2012, CCTV held the China Economic Person of the Year Award Ceremony, and invited Hangzhou citizen Mr. Ma and the newly crowned China’s richest man Wang Jianlin.

At the forum, Mr. Ma made a shocking statement. In 10 years, e-commerce will replace traditional stores.

Wang Jianlin felt unhappy after hearing this and immediately fired back, "If e-commerce accounts for 50% of China's retail market in 10 years, I will give him 100 million. If not, he will give me 100 million."

However, a year later, Wang Jianlin said that this "100 million gambling game" was just a "joke" and was dismissed as a "joke".

Of course, Teacher Ma is not short of this small goal, because with the popularity of smartphones and the Internet, the public’s consumption habits and consumption scenarios have begun to change. Coupled with the improvement of logistics and other supporting facilities, e-commerce companies are enjoying traffic dividends and finally ushering in explosive growth.

Online shopping has begun to enter thousands of households, and Double 11 continues to set sales records at an astonishing speed.

But having said that, although e-commerce is developing rapidly, in fact, until 2019, the proportion of e-commerce in the retail market was still in the early 20s, still far from the 50% of the "100 million bet" that year. Far away, Boss Wang’s layout has become smaller.

However, this situation has undergone earth-shaking changes in 2020. Yes, the epidemic is coming. It would be an understatement to say that physical stores have been devastated.

Not only do they have to face high rents, but they also have almost no income. Those who can survive are basically exhausted. What’s more, individuals over 60 have not been able to survive the cold winter of 2020. .

Although some entities are relatively flexible and quickly turn to online self-help, they have no competitive advantage compared with e-commerce companies that already have a complete system.

Therefore, when the physical stores failed, it was e-commerce that took over this "huge market cake".

Since the beginning of the epidemic, the consumption habits of ordinary people have completely changed, and they have become accustomed to and dependent on online shopping. This is the fundamental reason why physical stores continue to decline and e-commerce continues to surge after the epidemic. .

Under the historical trend of retail shifting to online, e-commerce competition has also begun to become fierce.

As far as participating platforms are concerned, Taobao Mall and JD.com, which were initially launched, are “veteran players” with more experience in Double 11.

Since 2015, Pinduoduo has also begun to join this e-commerce war, becoming a Double 11 “krypton gold player”.

Two years later, short video platforms Kuaishou and Douyin also joined in, using live broadcasts to bring goods, successfully turning into "disruptors", breaking the inherent e-commerce market structure, and overcoming obstacles along the way.

The e-commerce war on Double 11 is intensifying, and the involution is "late but coming."

In addition to price wars, endless routines, and all-out diversion, the involution front has been lengthening since last year, and platforms have already burned the Double 11 war into October. , some platforms have advanced the pre-sale to 8 pm on October 20, or even rushed it on October 15.

Of course, with involution, there will inevitably be chaos, with shoddy products, price fraud, and the "choose one" that was criticized not long ago, everywhere. Saving your life is important, so I won’t go into details here. You can add more in the comment area.

Having talked about how to register for Double 11, let’s talk about why to register for Double 11.

In fact, Double 11 is more like a microcosm of the entire e-commerce.

According to data from the National Bureau of Statistics, after nearly 10 years of rapid growth, the growth rate of the entire e-commerce market has begun to slow down. From July to September this year, the monthly retail sales of online goods and services increased by 1.7% compared with the same period last year. Slowed down;

And there is another terrifying data. The number of monthly active users of mobile shopping apps in my country has approached 1.1 billion, and the penetration rate has reached an astonishing 92%.

It can be said that the ceiling has been reached and it is difficult to have another blowout outbreak.

Moreover, as the "spoiler" of Double 11, live streaming e-commerce is accelerating its share of the existing cake.

Some people ridicule that anchors who do not bring goods are not good Internet celebrities. The anchors sell things almost every day on Double 11.

The live broadcast room is going on every day. The host and the supplier are "pulling" and "fighting for the welfare of the audience", which invisibly diverts the traffic of Double 11.

Speaking of which, we have to mention the current normalization of restraint.

In addition to Double 11, JD.com has created the "JD.com 618 Shopping Festival", Kuaishou has launched the "Kuaishou 616 Quality Shopping Festival", and Douyin has also launched the "Douyin 818 Trendy Goods Festival".

This is not over yet, 520, the back-to-school season, Double 12, and the New Year Festival.

Under the visible ceiling of e-commerce, various platforms are opening up new paths one after another, once a year? How can it be enough? It must be once a month! The involution is getting worse day by day.

Having said this, everyone will understand why platform merchants now create various festivals.

You think you are celebrating the holidays, but in fact it is capital that wants you to celebrate the holidays. The more festivals there are, the more marketing opportunities there are.

Merchants promote that the festival requires a sense of ritual and shopping.

If you don’t give gifts or buy flowers on Valentine’s Day, is it still Valentine’s Day?

On Girls’ Day (Boys’ Day), if you don’t give gifts or buy flowers, do you not love me anymore?

Even if it’s the beginning of autumn, aren’t you going to buy me the first cup of milk tea in autumn?

Christmas parties, Halloween haunted houses, and more and more foreign festivals are being developed. This is really not the fault of culture, but a routine of capital.

It is not ruled out that relatively cheap products can be purchased in many promotions, but this is also where consumerism traps come from.

Emmm, after reading this article, if necessary, you can send it to your significant other.

How many of you have ever thought about why you always have to pay the balance in the middle of the night during Double 11?

Stagger the online shopping peak? Give you enough time to think about it?

How is that possible?

In fact, the choice of this time also has a hidden mystery.

According to psychological explanations, people have the greatest mood swings in the middle of the night and are most prone to impulsive consumption.

Data shows that the transaction rate of payment during this period is the highest.

As for whether you will regret it after you wake up, it depends on whether your returns are fast or whether the merchant delivers the goods quickly.

In fact, just like the "routines" hidden in the final payment, various "sexy operations" in Double 11 have been criticized, and more and more "sober people" have begun to watch Double 11 with cold eyes.

First of all, the activities have become extremely complicated. The discounts that should be calculated by addition, subtraction, multiplication and division in elementary school have become incomprehensible to most people.

Some netizens vividly summarized the Double 11 discount method:

“Hide the coupons 300 feet behind a 400-year-old tree in Daxinganling in the garage of Liu’s home. If you find the Marmot family in 2 hours and take a photo in front of the garage, you can get a 5 yuan coupon.”

“The full discount will be doubled for the first 250 people to share the discount with 3 people. Get it. ”

I can understand every word, but I just don’t know what to do when I put it all together?

Many people who have missed out on quality education shout: I just want to save some money. Why is it so difficult to realize this simple wish?

In addition to discount calculations, since last year, Double 11 has also extended the front line.

Every day when I open my eyes, I am collecting coins, recruiting people to help, and there are endless tasks.

I don’t know if I can get a discount in the end. It consumes both time and energy, which is extremely torture.

Not to mention, for those whose prices have been falling and rising, I diligently completed the task and worked hard to calculate the discounts, only to find that Double 11 was actually more expensive than usual.

In fact, having said all this, I am not trying to persuade everyone not to shop online. After all, it is unrealistic to completely boycott shopping in this era of consumption.

But what is sad is that Double 11 seems to have changed.

At the beginning of Double 11, the slogan “Let consumers have fun once a year” seems to be the one being played.

In fact, Double 11 could have been a win-win situation where merchant platforms profited and consumers enjoyed benefits. I hope Double 11 can be less clichéd and more sincere.

The winners of Double 11 should not be just "Li Jiaqi and Wei Ya".

Okay, that’s it for this article. If you have any ideas, please feel free to discuss them rationally in the comment area. See you in the next issue.