"Double 11 with the worst atmosphere" reverses frequently: Li Jiaqi's income of 25 billion was "slapped in the face", and the platform said that the trading volume increased

The 2023 Double 11 has come to an end, and the controversial Li Jiaqi team recently broke the news that Li Jiaqi's total income on Double 11 this year is expected to exceed 25 billion yuan, and it will immediately occupy the first place in the hot search as soon as the news comes out. Surprisingly, the MCN company behind it told the media that "it never publishes Double 11 data". In addition, some media said that this year's Double 11 was exceptionally "deserted", and Baidu's search volume even dropped to the "freezing point", but judging from the platform data that has been released so far, "growth" has become a major keyword. Reversal and reversal seem to have become the biggest feature of this "Double 11 with the worst atmosphere".

The U.S. wrist said that Li Jiaqi's team's "income of 25 billion" was untrue

At 0:00 on November 12, the 2023 Double 11 will come to an end. It is reported that Li Jiaqi's team announced that according to the sales and selling price of Li Jiaqi's live broadcast room, Li Jiaqi's total revenue is expected to exceed 25 billion yuan on Double 11 this year.

Li Jiaqi's team responded with "revenue of 25 billion". Screenshots of the network 

Not long ago, Li Jiaqi was also deeply involved in negative rumors such as floor price agreements, two choices, and fakes, and was repeatedly on the hot search and was frequently questioned by all parties about the suspected monopoly, so the news of "Li Jiaqi's double eleven income of 25 billion" quickly rushed to the hot search and firmly occupied the first position.

Since the launch of sales activities related to Double 11 on major platforms at the end of October, Li Jiaqi's sales have attracted much attention. At 20 o'clock on October 24, the "2023 Tmall Double 11" event officially opened for pre-sale. According to media reports, on the first day of pre-sale, Li Jiaqi's live broadcast room put a total of about 400 products on the shelves, with unit prices ranging from tens of yuan to tens of thousands of yuan, and the number of views of the live broadcast on the spot was 10 million+. According to the preliminary statistics of the selling price and sales data of each product page, the GMV of this live broadcast is about 9.5 billion yuan, which is half compared with the same period last year.

According to the data, on the first day of Double 11 in 2022, the GMV (total transaction volume within a certain period of time, including the amount of unpaid orders auctioned) in Li Jiaqi's live broadcast room will be about 21.5 billion yuan; On the first day of pre-sale on Singles' Day in 2021, this figure was 10.6 billion yuan, and this year's GMV sales are the lowest in three years. According to estimates, in the same period last year, Li Jiaqi's first-day live broadcast sales accounted for nearly one-third of total sales, and this year's proportion dropped to about one-quarter.

Interestingly, after the MCN agency (online media operation company) behind Li Jiaqi, Meifang Company, publicly responded to the media that "it never publishes Double 11 data" after the above-mentioned "revenue of 25 billion" report was issued. Later, the U.S. wrist responded to the media: "The data is purely fabricated, seriously untrue, the receipt and data statistics of Double 11 are far from over, and Li Jiaqi's live broadcast room has never released GMV data, and the so-called 25 billion revenue is pure nonsense." ”

According to public information, the full name of the company is Meifang (Shanghai) Network Technology Co., Ltd., which was established on December 22, 2014, registered in the China (Shanghai) Pilot Free Trade Zone, and the legal representative is Qi Zhenbo. Since its establishment in 2014, it has successfully incubated and operated many of its own IPs such as "Li Jiaqi Live Room", "Li Jiaqi New Product Show" and "Li Jiaqi Small Classroom", covering 170 million users across the network.

On the morning of the 13th, a reporter from Upstream News (report mailbox [email protected]) sent an interview email to the company, asking about the source and authenticity of Li Jiaqi's team's "income of 25 billion", but there was no reply as of press time.

The search volume dropped to "freezing point", and the topic atmosphere was deserted

In addition to Li Jiaqi's "income of 25 billion", this year's Double 11 also attracts attention for its "coldness". Some media pointed out that the Baidu index shows that the popularity of Double 11 is not as good as year after year, and the search volume peaked in 2017, and has been declining year by year since then, and this year it has fallen to the "freezing point": the peak search volume of Double 11 this year has decreased by 60% compared with the same period last year; In 2019, the average duration of topics related to Double 11 on Weibo once reached 464 minutes, that is, nearly 8 hours, but this year, the duration on the hot search list has dropped by more than half, with an average duration of less than 3 hours.

In addition, e-commerce platforms such as Alibaba, JD.com, and Douyin have also reduced the publicity of promotional activities related to Double 11 to some extent. As of now, none of the major platforms have announced the total amount of transactions.

Related Reports: Screenshots of the network

All things considered, this year's Double 11 does look cold. According to analysis, for consumers, there may be the following reasons: there are many discounts and promotional activities throughout the year, which make consumers desensitized to Double 11; The offer is not cost-effective and cumbersome, unattractive. In a way, it's not that Double 11 is deserted, it's that Double 11 is normalized, and some people in the industry even point out that Double 11 may become an ordinary promotional event.

The actual sales volume has not decreased, and the express pickup has increased

In the case of a deserted online atmosphere, what is the sales situation of major e-commerce companies on Double 11 this year? Although several platforms have not released overall data, they have some "qualitative" statements about this year's Double 11 sales activities.

For example, Taotian Group said that the scale of users and merchants has increased significantly, and the scale advantage has been further expanded, driving the overall growth of orders and total transactions, and the cumulative number of visiting users in the whole cycle has exceeded 800 million, hitting a historical peak.

Jingdong said that as of 23:59 on November 11, the turnover, order volume, and number of users all hit a new high, and the total number of viewers of Jingdong's live broadcast exceeded 380 million, and at present, more than 60 brands have sold more than 1 billion yuan, and the turnover of nearly 20,000 brands has increased by more than 3 times year-on-year, and the number of new merchant transactions has increased by more than 5 times month-on-month.

Douyin said that as of 23:59 on November 11, 2023, the "Double 11 Good Things Festival" of Douyin Mall has surpassed the past in terms of GMV, order volume and other data.

Xiaohongshu said that during this year's Double 11, the GMV of Xiaohongshu's live broadcast room increased by 4.2 times year-on-year, the number of participating merchants increased by 4.1 times, the number of buyers increased by 3.3 times, the GMV of buyers' live broadcast increased by 3.5 times, the number of purchasing users increased by 3.3 times, the GMV of store broadcast increased by 6.9 times year-on-year, the number of merchants who started broadcasting increased by 8 times, and the number of fans increased by 14.2 times.

Related Reports: Screenshots of the network

Vipshop said that in this year's "11.11 Special Sale Carnival", its deep discount columns such as "Crazy Second PLUS" and "More than 5% Off" and other sales exploded, taking "Crazy Second PLUS" as an example, 24 hours after the start of the event, its sales soared by 12.5 times compared with the daily daily period, the sales of single products with sales of more than one million increased by 31% year-on-year in 2022, and the smart life appliances such as floor scrubbers/sweeping robots increased by 5.4 times year-on-year.

This can be corroborated by the data from the express delivery industry: the monitoring data of the State Post Bureau shows that from November 1 to 11, 2023, postal express companies across the country collected a total of 5.264 billion express parcels, a year-on-year increase of 23.22%, and the average daily business volume is 1.4 times that of the usual business volume. On November 11, a total of 639 million express parcels were collected, which was 1.87 times the usual business volume and a year-on-year increase of 15.76%.

According to the analysis of industry insiders, the above data shows that the so-called Double 11 is deserted, but the discussion on the Internet is not hot, consumers are treating the online shopping festival with a normal heart, and the consumption behavior has become low-key and rational, but the consumer demand is still strong, and the consumer market is still full of vitality.

Upstream news reporter Yang Bo Feng Shengyong Part of the content is based on Securities Daily, Southern Metropolis Daily, Jimu News, Surging News, CCTV and other comprehensive

Editor: Xu Yuanzhe

Editor-in-charge: Li Yang, Wang Rong

Final review: Feng Fei