"Will there be a summary of Double 12 this year?"
In the face of the fans' "soul questioning", Li Jiaqi gave the fans a dose of reassurance on Weibo: "Some of the double 12 are some, rest assured." ”
This Weibo post was a bit caught off guard, double 11 Li Jiaqi and Wei Ya began to warm up a month in advance, when Li Jiaqi Weiya's "top secret Excel" document spread in the circle of friends, Li Jiaqi also released the variety show "Offer to all girls" to open the topic.
Compared with the popularity of Double 11, Double 12 came a little quietly, and Li Jiaqi only released a summary of products two days in advance.
There is also a set of data that can show that consumers' enthusiasm for double 12 is decreasing, the number of views in the double 11 pre-sale night Li Jiaqi live broadcast room is 250 million, while the number of views in the double 12 Li Jiaqi live broadcast room is 41.6 million, which is only one-sixth of the number of double 11 viewers, and the combat effectiveness of consumers is obviously insufficient.
Recently, there have been some subtle changes in the anchor circle, anchors Sydney and Lin Shanshan did not participate in the double 12 due to tax evasion, and their live broadcast rooms and social accounts were blocked.
Sydney is the third place of the double 11 Tao series anchor, but the double 12 did not have the opportunity to participate, some consumers added the goods of the Sydney store in the shopping cart on the evening of the 11th, and the result was that the double 12 could not place an order, and found that the clothes showed "the seller account error".
Subsequently, according to the China News Network reporter consulting Taobao customer service, it was learned that due to violations of relevant regulations, the store's goods have been removed from the shelves.
(Source: China News Network)
The closure of the anchor account with goods, the price war between Li Jiaqiweiya and L'Oréal, and the fact that the money spent by consumers on Double 11 has not yet returned to blood, etc., are all diluting the influence of Double 12.
A chopper Xiaofei said: "I didn't know that yesterday was double 12, until I chatted with friends to realize this, and finally did not place an order, one reason is that double 11 spent too much money, now the money and things needed in hand are not much, the second is that the discount is not very large, there is no need to chop hands." ”
According to the platform monitoring data released by the National Postal Express Big Data, on the day of double 12, the total number of express mail received by postal and express delivery enterprises nationwide reached 460 million pieces, a record high, but compared with the 696 million express delivery volume on the day of double 11, it was still a lot less.
Even if Double 12 does not look as "lively" as the Double 11 carnival of the whole people, it is still undercurrent.
Trend 1: E-commerce platforms no longer emphasize GMV, but more emphasis on consumer concepts and attitudes.
Double 12 has passed a long time, the major e-commerce platforms have not revealed the amount of transactions, the number of participants, these data seem to have been frozen.
Before the arrival of double 12, e-commerce APP installed a "12.12" logo on the cover, which also conveyed the signal of "double 12 is coming" to consumers, it is worth noting that Taobao will also add a "love" logo to the icon, which is also a signal to the outside world.
Before the advent of double 12, Taobao launched several "heart" functions, such as "send a copy to the loved one", "share the shopping cart together", "call and shop together" and other functions, online shopping is no longer a person, and the double 12 gift has become more heartwarming.
A consumer said after using the new features launched by Taobao Double 12: "These functions are quite heartwarming, the 'shop together' function takes care of some elderly people who can't shop online, I called my grandmother on Taobao together, and I can help her buy things across the screen." ”
After hanging up the phone, the system will display: "XX time to accompany each other." "The system emphasizes the word companionship more than directly displaying the length of the call.
After the epidemic, people are more pursuing the intimacy with the people they love, and Taobao jumped out of a "buy a copy for the people they love" guidance, which also evoked the inner touch of many people.
Consumer Pepe said: "When I bought a quilt online that day, when I was just preparing to place an order, I suddenly remembered that my grandmother said that the quilt had broken a hole last month, but she herself was reluctant to change it, and at that moment she wanted to buy another copy of the same for her." ”
Whether it is the sharing shopping cart function of Taobao online during the double 11 period, or the shopping together function of the double 12 Taobao online, the essence is that Taobao hopes to go through the transaction itself, tap the emotional relationship behind people, and create social e-commerce.
Trend two: The e-commerce festival has triggered a wave of "returns", and consumers are keen to "pick up leaks" on second-hand platforms.
The wave of returns after Double 11 has triggered a "idle fish carnival", which is also a reason for the cold of Double 12.
Around the double 11, the user's demand for commodity circulation has become larger, on the idle fish, some consumers are keen to pick up and leak others double 11 to buy inappropriate goods, and some consumers incarnate as sellers to make a fortune.
There are also some consumers because of the double 11 full reduction mechanism, so they bought some goods, after receiving the goods found that the frequency of use is very low, so they chose to transfer on idle fish.
On idle fish, there are users who want to return blood after double 11 impulse consumption, there are users who want to sell cosmetic samples, and there are a group of "fisherman deli" users who sit and squat...
The time point of double 11 and double 12 also provides a good opportunity for idle fish, consumers chop their hands on Taobao, and then resell on idle fish, accelerating Ali's internal circulation, overall, Ali this wave does not lose.
Trend three: the lowest price is disappearing from the live broadcast room, and consumers are more rational about shopping.
During the double 11 period, the two head anchors and L'Oréal competed for bargaining power, presumably everyone has heard about it
Although L'Oréal finally apologized and offered a solution, it did not satisfy all consumers.
The big battle between the brand and the anchor has also weakened people's enthusiasm for the e-commerce festival: "In the future, you can't believe the lowest price in the live broadcast room, and you still have to weigh everything yourself." ”
During the double 11 period, the anchor did not deliberately emphasize the "lowest price of the whole network" in the live broadcast room, and many consumers of double 12 said that the discount was not as much as double 11, and the biggest force was the reduction of "full 200 minus 25", they only bought some goods that they really needed.
"The flowers of Double 11 have not been repaid, and it is now Double 12." It is a phrase that many people often say.
The time point of Double 12 is a bit awkward, stuck in the middle of Double 11 and the New Year Festival, Double 12 is more like a supplement to double 11 consumption, if Double 11 is a feast with a variety of dishes, and Double 12 is more like a small dessert after a meal, satisfying the desire that is not released in the staple food.
Looking back at the artificially manufactured e-commerce festival, starting from the New Year's Goods Festival at the beginning of the year, there are 38 Queen's Day, 618 festivals, September school season, 99 bargain festivals, double 11, double 12 and so on in chronological order.
And the onlookers with the head with the goods anchor, some also created a specific fan festival for themselves, such as Wei Ya's fan festival is May 21, Li Jiaqi also created "snack festival" and "girls' day" and other e-commerce festivals in order to bring goods.
The endless number of festivals and preferential treatment will give consumers an illusion of "every day in the festival, every day there are discounts", not to mention the double 12 that is closely lined up with the double 11, not the double 12 is not OK, but the artificially created e-commerce festival is too much, which has made consumers uninterested.
For consumers, if every day can become an "e-commerce festival", then there is no need to use special festivals to release their consumption desires.
Every year, some people are singing the decline of the e-commerce festival, but the data can still refresh last year's record.
For many consumers, buying things on double 11 and double 12 has become a sense of ceremony and habit, which is also what the platform wants to see, in October, the goods added to the shopping cart must be left to double 11 and then ordered together.
When the e-commerce festival returns to daily life, some e-commerce festivals may disappear, and which of the first disappearing e-commerce festivals will be?
Author: E-commerce Jun