Why is this year's Double Eleven so bleak? The reason is actually these.

Tech 2023-11-12 01:50:40 Source: Network

The Double Eleven Festival every year is a time for major e-commerce platforms to harvest crazily. However, with the increase in the span of the Double Eleven Festival in recent years, the popularity has become increasingly desolate

The Double Eleven Festival every year is a time for major e-commerce platforms to harvest crazily. However, with the increase in the span of the Double Eleven Festival in recent years, the popularity has become increasingly desolate. I believe that if it weren't for news coverage, even if I watch a large number of campaign advertisements every day, I would only think that I no longer pay attention.

An online promotion event organized by Taobao Mall (Tmall) on November 11, 2009. And set November 11th as the platform's online promotion day every year. With the continuous rise of the e-commerce industry, the "Double Eleven" has become an annual event in China's e-commerce industry and gradually affecting the international e-commerce industry. On this day, many e-commerce platforms will launch a large number of promotional activities to attract consumers to purchase goods. At the same time, the "Double Eleven" has also become one of the important time nodes for consumers to shop.

2023	Not yet announced	2016	120.7 billion yuan
2022	557.1 billion yuan	2015	91.2 billion yuan
2021	540.3 billion yuan	2014	57.1 billion yuan
2020	498.2 billion yuan	2013	35.2 billion yuan
2019	268.4 billion yuan	2012	19.1 billion yuan
2018	213.5 billion yuan	2011	3.3 billion yuan
2017	168.2 billion yuan	2010	900 million yuan

20222009520011

2015Double Eleven Evening PartyIt was first held by Alibaba Group in Hangzhou, Zhejiang Province, China. This party is held to celebrate the Double 11 Shopping Carnival, aiming to attract consumers' attention and increase sales of Double 11 through artistic performances and interactive programs. Meanwhile, since 2015, the Double 11 Gala has become an important event in the Chinese e-commerce industry, attracting a large number of viewers and consumers every year. With the passage of time, the scale and influence of the Double 11 Gala have also continued to expand, becoming a landmark event in the Chinese e-commerce industry.

2023 Double 11 Evening Party Promotion Poster

2000540.3 billion yuan557.1 billion yuan

However, there has also been a strange phenomenon in the past two years. Although sales are still rising, people's enthusiasm for the Double Eleven has decreased, especially this year's Double Eleven, which has been exceptionally cold and only focuses on the platform and merchants themselves. People seem to have lost their enthusiasm for promotional activities.

According to a survey conducted by the Social Survey Center of China Youth Daily on a joint questionnaire network of 1000 young people surveyed, 86.5% of the surveyed youth clearly stated that the consumption concept of "the province where the flower belongs" can enhance their sense of control over life.

In the 15th year of the shopping carnival, consumers' attitudes towards the "Double Eleven" have shifted from the initial "hot love period" to the "calm period", becoming rational and cautious. The consumption concept has changed from "hoarding and not missing out on big promotion activities" to "not buying, saving 100%, and comparing goods to three".

The reasons for today's situation are no more than the following:

1. Consumer fatigue: With the consecutive holding of the Double Eleven Festival, consumers' enthusiasm for this promotional activity may have gradually declined, and some consumers are beginning to feel tired of this promotional method.

2. Attitudes towards various platforms' activities: In order to stimulate consumption, major platforms have launched too many promotional activities, such as the new season in March, Goddess's Day, 618 Mid Year Promotion in June, Double Twelve at the end of the year, and renewal at the end of the year

3. Long activity cycle: Some e-commerce platforms have extended the Double Eleven activity cycle in order to increase sales, resulting in consumers' purchasing enthusiasm gradually fading during long-term promotional activities.

4. Price Fluctuation: Some merchants have raised prices first and then discounted during the Double Eleven period, leading consumers to question the discount strength of the Double Eleven.

5. Intensified competition: With the development of the e-commerce industry, more and more e-commerce platforms are joining the promotion activities of the Double Eleven Festival, leading to intensified competition and more diverse choices for consumers.

The changes in online shopping and offline sales in recent years have also impacted the popularity of Double Eleven

1. Evolution and innovation of e-commerce models: The traditional B2C e-commerce model has been replaced by more diversified e-commerce models, such as 020, social e-commerce, and live streaming sales. These innovative models have brought huge development opportunities to business.

2. The rise of new retail models: The new retail model combines online and offline, improving the shopping experience while also improving shopping efficiency. For example, the growth in sales in offline stores such as Suning Easco and Haier, as well as their performance in providing complete home appliance solutions and serving over 3000 households, all illustrate this trend.

3. Consumer shopping methods have undergone significant changes. They are more reliant on the internet and social media for shopping, and are increasingly focusing on consumer experience and personalized needs.

4. The rise and fierce competition of e-commerce platforms: With the development of internet technology, e-commerce platforms such as Alibaba, JD, Suning, and Amazon have rapidly developed. These platforms constantly innovate and expand to meet consumer needs, while also facing fierce competition.

5. Traditional offline sales are undergoing transformation: Traditional offline sales are integrating with online sales to create a more personalized and technological shopping experience. For example, physical stores enhance the consumer experience through high-quality after-sales service, comfortable shopping environment, and interesting activities.

6. The rise of intelligent retail: Intelligent retail is a form of new retail that combines emerging technologies such as artificial intelligence, the Internet of Things, and big data to provide more precise and personalized services, making consumers' shopping experience more convenient and efficient.

The above are all possible reasons for the decline in the popularity of the Double Eleven Festival. Of course, this phenomenon may also be an inevitable trend in market development. With the needs of consumers and changes in the market, e-commerce platforms may need to constantly innovate and adjust to adapt to market demand.

This year's Double Eleven, everyone is choosingempty cart What about it? stillEmpty shopping cart?

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