In the past two years, every November 1, "tail man" will be on the hot search. This year is no surprise, but this year's Singles' Day seems to have changed a bit.
Because although the activities of Double Eleven are still there, the attention of Double Eleven is not as good as before.
Personally, I didn't buy anything on Singles' Day this year. One is because there is no special need for things, and the other is that the price of Double Eleven does not have much advantage.
I wonder if anyone feels the same way as me? This year's Singles Day atmosphere has clearly cooled down, and there is nothing exciting about it.
Netizens have said that this year's double eleven feels quiet, what is the situation?
First, no phenomenal activities have emerged. If you want to have a real atmosphere, you need everyone to participate. If you want to achieve the effect of participation for everyone, there needs to be a phenomenon-level activity.
However, this year, no matter which e-commerce platform, we have not seen everyone participate, which shows that there is a problem in this year's Double Eleven planning.
From the perspective of the e-commerce platform, if you want to play a new trick on the basis of the previous activities, the difficulty is also objective, after all, everything that should be played is played.
Second, the supervision of e-commerce platforms has become stricter. From the perspective of the e-commerce platform, we must all hope to make the most of the limelight, after all, this is a great opportunity to borrow marketing. However, the state's policy on e-commerce platforms is becoming more and more stringent, not only strictly controlling the monopoly phenomenon, but also restricting various false activities of merchants.
Let's first look at the problem of monopoly, some platforms have already handed over huge fines because of monopoly. Double Eleven is the time node when platform monopoly is most likely to occur, and the existence of supervision has made the platform converge a lot.
In addition, China's Double Eleven turnover has experienced rapid growth, and it is almost impossible to continue to maintain the growth rate of previous years.
Looking at the problem of merchants, many merchants will often appear in order to rush to the top few in the subdivision field, which will not only seriously mislead consumers, but also cause a waste of resources.
Third, the Double Eleven activity time is too long. The previous Singles' Day was a true Singles' Day, and there was only an event on November 11 of each year. However, now, the internal entanglement between the platforms is serious, and the activity time is constantly extended, and now it starts from October 20 and ends on November 11.
The time front is so long that many people have nothing to buy by the day of Double Eleven, and the things they want to buy have already been bought.
It's like the New Year, 30 years ago people looked forward to the New Year because they had good food and new clothes. In recent years, many people will also say that there is no New Year's taste, because we can eat meat every day, buy new clothes to wear from time to time, and after more, the taste will become lighter.
Fourth, Singles Day does not really offer much. In the past, people liked to buy things on Double Eleven because some merchants deliberately reduced the price by half in order to brush sales. In other words, the store at that time on Singles Day was not to make money, but to make a good sales, so as to slowly make money in the days to come.
After more than 10 years of development, merchants can't wait to treat consumers as leeks, many stores will not only not reduce prices, but will increase prices on the day of double eleven, in order to make more money.
Since there are no obvious offers, why should people buy things on Singles' Day? It doesn't make sense!
Fifth, people really don't have much money. Since the outbreak of the epidemic, it has been the best outcome to not lose your job. This means that many people have barely raised their salaries in the last two years.
If your salary is already high, the impact of the pandemic on you may not be large. But assuming your salary is average, you'll find that you don't have enough money.
Why? Because after the outbreak of the epidemic, the whole world is releasing water, and it is a foregone conclusion that money is not worth it. Coal prices, steel, vegetable prices, rents, health insurance, and so on are all rising. Although you haven't been cut, your purchasing power has declined, which has led to a lot of people being more cautious when buying things.
Sixth, the impact of live streaming with goods. Although live streaming with goods is often questioned about fake goods flying all over the sky, it does solve the problem of finding people for goods. As long as you dare to watch the live stream with goods, there is always a product that can impress you and make you pay directly.
In addition to Internet celebrities, there are now countless celebrities who also do live streaming with goods, so many people have successfully driven the volume of live streaming goods, so that people spend money when they are leisure and entertainment.
Since people have already bought things in advance, Double Eleven does not have that sense of excitement.
If you want to return to the previous grand situation, you must show sincerity and do not treat consumers as leeks, otherwise it will only be worse than a year.
Use media thinking to cover the whole network, so that product sales come to visit!
In the future, all commercial competition will focus on media communication. A company or a boss, if there is a shortage of media thinking, is doomed to lose early.
Remember: without communication, there is no recognition; without awareness, there is no reputation; without reputation, how to be popular!