Shuang 1 1 came to the e-commerce platform and said that the gameplay was simple. Why can't you feel it?

Double 1 1 came, and the e-commerce platform said it was easy to play. Why can't you feel it?

The Sino-Singapore Jingwei client 10 2 1 th (Chang Tao) double1entry 12 years, consumers expect new changes, especially simpler and more interesting gameplay.

10On June 9th and 20th10, JD.COM and Tmall launched the 2020 Double 1 1. In terms of time, both platforms have extended the double 1 1 prefix. JD.COM Shuang 1 1 starts from 65438+1 October 2 1 and ends at165438+1October1for 22 days. Tmall put forward the concept of "double 1 1 3 days longer than in previous years", 165438+ 10/0 to 3 days as the first wave, 1 65438+1.

Platform: This year's double 1 1 is easy to play.

With the gradual extension of the double 1 1 front, the relief rules are becoming more and more complicated. Some netizens spit out, "Every year, double 1 1 has to go through an Olympic math test." The e-commerce platform has also noticed consumers' complaints, so in the past two years, it has simplified the double 1 1 and paid more attention to fun and social attributes.

JD.COM said that it will make shopping easier through various marketing measures. In addition to the number one Beijing sticker that can cross stores and all categories, the setting of "estimated price" on the product page will remind consumers of the preferential information available, and the discounted price is clear at a glance without complicated calculation. 1 1.9 is the first day of the climax of "2020 JD.COM11global love season", and the shopping spree will be started with the preferential measures of "simple violence".

According to Tmall, the lowest price in the whole year is1October 1 1 to 3,1October1these four days. Tmall also said that the double 1 1 in 2020 is a "historical platform investment. It also includes "multiple surprise games", specifically, 65.438+0 billion surprise tasks, with 65.438+0 billion rewards after giving out red envelopes, which can also be enjoyed by low-end customers.

In addition, the game of "overlapping cats" was continued on 20 1 1 in 2009. This year, Tmall Double 1 1 launched the "Super Star Show Cat Group Debut", where consumers can claim a virtual cat and finally divide up 2 billion red envelopes through feeding and friends PK. Tmall said that at least 3 million people received red envelopes of 1 1 or more this year. Tmall also launched activities such as "no subsidy, 300 directly MINUS 40", "50% discount coupons every day, large coupons".

Netizen: Every year is very simple. Is this year true?

The double 1 1 has started, and the "Chopper Party" can't help it. Some netizens said, "The double 1 1 bonus hunter group of more than 200 people has been established today (20th), waiting to be robbed." Some netizens said, "So soon, the pre-sale of double 1 1 is about to start? Last year, the things bought by Shuang 1 1 have not been used up. " "Double 1 1 has really started, and the mobile phone is full of promotional messages sent by merchants."

Some netizens also expressed their views on this year's double 1 1 rule. "Every year, I say that the double 1 1 rule is simple and I don't understand it every year. I don't know if I have sincerity this year. " "After reading it for a long time, I feel that I can't understand the rules." "Double 1 1 still honestly staring at 300 MINUS 40, I can't understand other rules." "I feel that the double 1 1 rule is quite interesting. Now double 1 1 is already a holiday, not just shopping, for example, it is quite interesting to raise a cat to play games. "

Some netizens issued a "soul torture": I think it is so difficult to simply spend money.

Then, why does the e-commerce platform not directly reduce the price during the double 1 1 period, but realize the discount through various rules and activities?

An e-commerce analyst who didn't want to be named told Zhongxin Jingwei client that the current double 1 1 shopping festival is not an activity of111for a period of time. Direct price reduction cannot achieve sustained activity effect. In addition, at present, many activities of Shuang 1 1 are realized by inviting friends to share, which has a strong social attribute. These operations can not only enhance users' stickiness to the platform, but also spread the platform. Direct price reduction can't achieve this effect.

1 yuan "Tao Jing curse" is going to sink.

In order to attract consumers, various platforms have launched many new tricks during this year's double 1 1. For example, Tmall launched a 50% discount on buying a house and buying a car, and 300 stars and 400 presidents went to Taobao to bring goods live; JD.COM and talk show actors Li Dan and Li Xueqin held a talk show conference in JD.COM.

In addition, it is worth noting that on the eve of this year's double 1 1, Ali and JD.COM successively launched "1 yuan package" to "shop" with Pinduoduo and sink the market.

10 June 19, in JD. COM 1 1. 1 Global Love Season In 2020, Han Rui, vice president of JD.COM Group and head of the platform business center of JD.COM Retail Group, announced that Jingxi, a social e-commerce platform owned by JD.COM, launched "1 yuan, which is easy to use and fragrant. Select hundreds of millions of explosive products from more than 180 industrial belts, and combine the live broadcast of industrial belts with six social games represented by "Fortune Island" to let users enjoy the whole process of "1 yuan" and "easy to use before fragrance".

On June 10, Taobao Special Edition launched "1 Yuan More Fragrant Festival", and 1 000000 pieces of factory goods were only sent home by1wallet, and the activity will last until the end of double 1 1. It is understood that Taobao Special Edition has joined forces with 145 industrial belt,10.2 million industrial belt merchants and 500,000 factories to provide consumers with good goods with straight origin.

Hai Wang, vice president of Alibaba and general manager of C2M business department of Taobao.com, said that "1 Yuangengxiang Festival" is not only an exclusive festival for industrial belt factories, but also a carnival for consumers' quality consumption. It will be the most important factory commodity promotion activity of Taobao Special Edition, and will be held regularly every June 10.

"True Fragrance Festival" is not the first of two platforms, Taobao Special Edition and JD.COM. In July this year, Pinduoduo announced a high-profile investment of 1 100 million yuan to launch the first "True Fragrance Festival".

Under the subsidy of10 billion yuan, in the past two years, the "true fragrance rule" with many products has been widely mentioned by netizens. According to the big data of public opinion, since Pinduoduo introduced the 100 billion subsidy exclusively in May 2000/09, the high-frequency word that has the closest relationship with 100 billion subsidy in the whole network is "to the truth".

After Pinduoduo launched the "True Fragrance Festival", Taobao Special Edition put forward "1 Yuan Fragrance Festival" in a tit-for-tat manner. Some analysts believe that Taobao Special Edition launched "1 Yuanxiang Festival" to strengthen Pinduoduo. However, Ali said the move was not aimed at Pinduoduo.

When the Taobao Special Edition appeared in March 2020, Wang Hai once said to the "subsidy", "From the perspective of competition, I think Pinduoduo should also work with the Taobao Special Edition to help consumers get better goods through better technological upgrading and better industrial upgrading, not just subsidies."

However, whether it is "True Fragrance Festival" or "1 Yuan Fragrance Festival" or "1 Yuan Fragrance Festival", in addition to competing for consumers in the sinking market, their real battlefield is the platform's competition for manufacturers and even the entire industrial belt. In the context of the global epidemic, the transfer of foreign trade factories to domestic sales has become an opportunity for e-commerce platforms to expand cooperation. (Zhongxin Jingwei APP)