On December 13, the real-time monitoring data of the Express Big Data Platform of the State Post Bureau showed that on the day of Double 12 this year, the number of express mail received by postal and express delivery companies nationwide reached 460 million pieces, an increase of more than 20% year-on-year, a record high.
Double 12 is a small peak period of online shopping after Double 11, which has been highly valued in previous years, and the enthusiasm of consumers is not lost to Double 11. However, with the emergence of a series of festivals such as Christmas, New Year's Day, and New Year's Festival, Double 12, which is immediately after Double 11, has gradually become deserted. A large number of netizens on Weibo sighed, "This year's double 12 is also too deserted, the weekend at home actually did not remember that Sunday is the 12th, have forgotten to pay the final payment."
Even so, this year's double 12 express parcel volume still reached a new high, reaching 460 million pieces. Although the festive atmosphere is relatively cold, everyone says not to buy, but the body is still very honest. According to the data, the volume of express parcels on the day of Double 11 this year reached 696 million pieces, and the cumulative number of parcels reached 6.8 billion pieces from November 1 to 16, compared with Double 12, which is indeed a lot of deserted.
It can be found that this year's major e-commerce platforms have not promoted double 12, and the ads that can be seen everywhere in previous years have suddenly disappeared, resulting in a decline in the popularity of double 12 and a decrease in the sense of atmosphere. Secondly, this year's double 11 period of various business routines also make many consumers feel dissatisfied, many goods are in advance price increases and then discounts, or need to make up how much to use the discount, and finally converted down may not have daily price concessions, resulting in everyone no longer value this so-called shopping festival.
There is also a more important point is that the uninterrupted live streaming of goods throughout the year is attracting consumers to place orders every day, and constantly decomposing consumers' shopping enthusiasm. Moreover, the price of live streaming with goods is also quite favorable, you can place an order at any time if necessary, you do not have to wait for double 11 or double 12, more flexible and fast.
The rapid rise of live streaming allows consumers to enjoy more affordable prices at any time, and some product discounts are not inferior to Double 11. In addition, the double 11 disgusting business routines and single full reduction activities have triggered strong dissatisfaction among consumers, resulting in more and more unbuying, and the popularity of shopping festivals such as double 11 and double 12 has not been as good as in previous years.
This year's double 11, many brands, as well as Tmall, are no longer posting real-time sales, and the war report is also a lot more rudimentary. From this, it can be vaguely guessed that the sales growth rate of 11 this year has slowed down compared with previous years, which may not meet expectations. The direct cancellation of the double 12 activity warm-up also further confirms this conjecture. If Double 11 and Double 12 continue to maintain this routine play, perhaps in two years, Double 11 will return to the usual day.