Double 11, will it disappear?
This is a problem, and it is also an old problem, and this year's "double 7-year itch" (14 years) has been repeatedly brought up to say things. Even if "the transaction size is the same as last year" (about 540.3 billion yuan).
Xiao Hao personally experienced that for more than 10 years, there are three main waves of Double 11 "disappearing" theory:
1. In 2012, the transaction volume of Double 11 was 19.1 billion yuan, and at the beginning of 2013, there was a rumor in the e-commerce circle: Double 11 was going to stop.
But at the same time, a friend of a listed retail group was shocked by 19.1 billion, 1 day is better than their sales for a year, and the top management keeps meeting, eager to find opportunities to combine with e-commerce.
Therefore, I told my friend: rest assured, the shock and change of the entity are still there, and Double 11 will not stop, because this is a must for the combination of online and offline.
2. In 2015, the transaction volume of Double 11 was 91.2 billion yuan, and a few days before the figures were announced, there was a wave of buzz on the Internet, the enlightenment significance of "Singles' Day" was no longer there, and Double 11 should withdraw from the historical stage.
But at that time, the problem of online payment had just been solved, logistics was still a headache, and the word "liquidation" still existed.
At that time, the boss of Zhongtong told Xiao Hao that in order to solve the "blocking point" of logistics, they even had to pray that there would be heavy rain and snow during Double 11, otherwise, there would be scolding on the Internet.
So, I told my friend: Ann! The key fulfillment issue of e-commerce has not been solved, and Double 11 will not stop, because this is the consumer experience that retail must solve.
3. In the first two years, the transaction volume of Double 11 rose to 540.3 billion yuan, and the voice of singing the empty Double 11 was full of dregs, as if only by demonstrating that it could not, could not work, and could not be achieved, could it prove that it was very capable, very good, and very successful.
However, the consumption of young people has hit them in the face, new domestic products such as Hua Xizi have burst out one after another, the three bankrupt sisters and the three bankrupt brothers have become popular, and skateboarding, skiing, tide play, new food, etc. are "determined" because of Double 11.
Therefore, I told my friend: don't worry, things are as new, retail does not chase "new", it will be revolutionized, as long as this realistic force field to create "new" is still there, Double 11 will not stop, because this is the key to retail survival.
This year, with weak consumption and weakening transaction volume, the Double 11 "farewell" theory is once again discussed.
But after Xiao Hao's interview, the reality is:
This time, 11,17 million goods and about 400,000 merchants joined Double 11, an increase of 20-30% compared to 2021. And the old coffee who once shouted to lie flat and not play, and the fledgling players after 00 have joined in.
1. Sellers: no longer drain low-priced products, make money at a loss, and instead increase promotion efforts for high-end products. Facts have proved that sellers seek ROI, repurchase rate, and users precipitate into their members, and consumers are willing to pay.
2. Anchors: They are "interconnected" between different platforms, no longer shouting about the "big" transaction amount, but more concerned about how many fans Double 11 attracts from the public domain and how long they stay to watch live broadcasts. Li Ai, Da Zuo and other "waist" anchors also broke out to take the position.
3. Domestic products: accelerating the rise!
The turnover of Tmall's 2,000 single products exceeded 10 million yuan, of which domestic products accounted for more than half, and a large number of explosive models emerged from cutting-edge brands such as Spes and Blue Box.
Suning smart home appliance sales increased by 143%, and domestic products accounted for more than 60%; 80% of the top 20 brands in Jingdong in turnover are domestic; Douyin e-commerce, 7 days before the start of sales, the top 10 products in the sales of home appliances are all domestic.
4. Brand: The brand self-built live broadcast, like Estée Lauder pre-sale watch more than 10 million, has been almost the same as the head anchor, the words, scripts, preferential gameplay, etc. are becoming more and more professional, and the turnover brought by brand members exceeds 40% of its total turnover.
This is just like Wu Jun, the founder of Santong and a half, said: Double 11, users pay unlimited attention to the price, and sellers continue to increase their value. Pursue a return to business efficiency, not GMV that "looks beautiful".
In 14 years, Double 11 is still on the track of discovering problems and solving difficult problems, and it has not changed! Even if the super-high outbreak of the carnival is gone, it is still complete and innovative, and it is endless.
As the economist Adam Smith said, if a cause is good for society, it should be free and competitive.
Will such a Double 11 still disappear? Should it disappear?
See you in the comment area!
