The wind direction of Double 11 has changed this year. Last night, I talked to a friend in the consumer industry about the changes to Double 11. He revealed three news, which shocked me!
First, the position of the consumer has changed, and the major platforms no longer have the final say. In the past, major platforms tended to pile up high GMV many days in advance in order to extend the time, but this time it was basically advanced, but the time was no longer 12 midnight, but collectively changed to 8 pm, which means that consumers do not have to stay up late, indicating that the status of consumers has changed.
The other is a variety of complicated rules and gameplay, which have all been almost canceled this year. In the past, Alibaba created cross-store relief, but this year Alibaba also announced that it was no longer mainstream and had begun a single direct decline. JD Vipshop will be the same, there are no fancy rules, but pay attention to the direct drop, especially the latter, still emphasize how much you see, no need to calculate.
Secondly, the focus of platform development has changed, and price, service, and quality are essential. Just yesterday, Alibaba, JD.com, Vipshop and other platforms have successively exposed a large amount of information, but it has been ignored by many people. This year, Alibaba is working to save its business. The number of new stores on Tmall has increased by 105% compared to last year. Many believe that retaining users is important for Alibaba. In fact, saving businesses is also important.
JD.com's attitude has changed a lot this year, both require spot, no spot is not allowed to participate, which is completely opposite to previous years. Vipshop has jointly inspected and upgraded all quality inspection systems. On the one hand, the price is guaranteed, and on the other hand, the quality is guaranteed, which is fully in line with the popular "reverse consumption" of young people, and the pursuit of quality and cost performance. Therefore, we found that this year not only the price, but also factors such as service, quality and after-sales service are no longer overlooked. The platform needs to pay more than in any previous year.
Third, the home field of Double 11 has changed, imports are no longer beautiful, and domestic ones are no longer ignored. Today, the first round of data for Double 11 has basically been released, and Tmall and JD Vipshop have ushered in huge growth, which reflects the release of China's domestic demand consumption potential, and also confirms that China's consumption is indeed steadily accelerating.
But it's worth noting that this year's consumption direction is completely different. The first good news is not the main imported brands, but our domestic brands. In addition to Apple, JD.com also exceeded 100 million domestic mobile phones this year, such as Huawei and Xiaomi. There are 100 home appliance brands that have grown 10-fold in ten minutes, most of them domestically. Vipshop men's and women's wear took the lead in growth, with an increase of more than 30%, and outdoor sports also increased by more than 30%, a large part of which is domestic. Therefore, this year has completely changed, Double 11 is no longer imported, and the domestic has begun to become the protagonist of the stage.
Many people lament that the annual Double 11 is a direct confirmation of the release of spending power. In fact, the opening ceremony of this year's Double 11 once again confirmed that China's strong consumption potential cannot be underestimated, which also means that China's consumption is stable and well recovered. But what we also need to see is the high-quality development of Chinese Internet companies and changes in China's consumption trends. It is foreseeable that this year's Double 11 will reflect the return of consumption and confidence