Busy Double Eleven, lonely Double Twelve | malatang hotpot cimahi, pragmatic yang gacor, macam macam permainan kartu remi dan cara memainkannya

Nearly 20 days have passed since Double Eleven, and the hustle and madness of Double Eleven shopping is still vivid in my mind. Now Double Eleven is coming again.

Noisy Double Eleven

This year, Double Eleven once again created a digital miracle, reaching 1 billion yuan in sales in just 21 seconds, and recording sales of up to 213.5 billion yuan in the 24-hour shopping event. However, after the grand Double Eleven carnival, Double Twelve is becoming more and more lonely and embarrassing.

Due to the increasing cost of traffic and the increase in the number of competing merchants, major brands eager to grow their performance are anxious about Double Eleven year after year. However, as traffic becomes more and more concentrated, many merchants and platforms compete for attention and consumption on this day. It is a festival that many merchants have to passively participate in. After all, if you lose your voice on Double Eleven, it is likely to weaken your own brand effect and fan effect. Moreover, for many brands, Double Eleven performance is an unavoidable data in the annual sales KPI, and their work often starts two months in advance. This causedthe accumulated potential energy to explode on a large scale like a flood on Double Eleven, thus overdrafting consumer demand and desire on Double Eleven.

Therefore, this kind of holiday hustle and bustle has caused many merchants to feel passive, anxious and helpless. It has also led to the dilemma of some merchants on Double Eleven. They discount too much to compete with their peers to offset sales data. In the extreme case, consumers buy more and merchants lose more. However, if the old trick of raising prices in advance and discounting on the same day is seen through by consumers, it will often lead to a decline in reputation and even consumer dissatisfaction, returns, and many other negative public opinion effects.

As a result, many businesses are stuck in a dilemma. In the face of the first situation, in order to avoid huge losses, many merchants do not deliver goods during Double Eleven because they suffer too much loss. Even half a month after Double Eleven, some consumers say that the seller has not yet shipped the goods, and even ask consumers to cancel the order directly.

Earlier media reported that many consumers reported that they grabbed coupons from a flagship store called Veroni during the Double 11 period and bought several cotton clothes at double-digit prices, but they have not been able to find the logistics information. Later, the merchant explained that the promotional offer was set incorrectly, and that if all goods were shipped as usual, it would cause huge losses, and he hoped that buyers could apply for a return and refund. Such cases are not uncommon.

According to Tmall's relevant regulations, orders placed during Double Eleven must be shipped within 10 days, otherwise they will be punished by the authorities. However, these merchants would rather be fined than ship, which shows their inner anxiety.

EMarketer data shows that Chinese consumers’ e-commerce spending is slowing down, and it is expected that consumers’ average online shopping spending will drop by 5% in 2018. In fact, this is also proven by the growth rate of Double Eleven sales. Despite record sales, Alibaba's Double Eleven sales growth rate fell from 39% to 27%.

It can be said that Behind the Double Eleven shopping, there is a dual fatigue between merchants and consumers. After so many years of rapid evolution, the bottleneck period for e-commerce platform traffic growth has also arrived. Due to the arrival of the traffic dividend bottleneck period, online shopping expenditures have declined, platform competition has become increasingly fierce, and more and more brands are participating, which means that the average traffic shared throughout Double Eleven is getting less and less, and it is becoming more and more expensive. The final results obtained by merchants on the day may not be as good as the initial results.plan.

So, although this year's Double Eleven transaction data has reached a new high, but pure data can no longer attract attention and trigger people's discussion, because the essence of business is to make production and consumption, supply and demand more consistent, rather than falling into an irrational noise and fanaticism. The current situation is that the Double Eleven carnival has made people irrationally buy a lot of things they should not buy. This is not the normal situation of matching supply and demand and upgrading consumption.

Lonely Double Twelve

Amidst this enthusiasm and fatigue, Double Twelve is becoming more and more redundant. However, the current news is that Taobao has launched the most competitive Double 12 event in history. With the theme of "People's Treasures", it is divided into four directions: "People's Face", "People's Home", "People's Stomach" and "People's Joy". It has designed 350 large and small venues with different themes, including special venues, list venues, industry venues, magic coupon venues, etc., for 12 days of carnival. For the first time, a variety show was used to cheer for Double 12, and for the first time, a limited-time flash sale with as low as 30% off in the first hour was launched.

Another highlight is the launch of “Taobao Express” by Taobao on Double 12 this year. Consumers in eight cities including Shanghai, Chengdu, Wuhan, Guangzhou, Xi'an, and Fuzhou can enjoy Taobao's express delivery service, and Taobao orders can be delivered within two hours at the fastest. At the same time, live broadcast group play is also launched.

But behind these gameplays, it may be difficult to mobilize consumers’ horizons and appetites that have been broadened by Double Eleven. On the one hand, the reason behind the two-hour direct delivery of express delivery may be that there are fewer orders, and behind the small orders, there is more demand that was overdrawn by Double Eleven. This is true judging from the intensity of Double Twelve promotions and the attention paid by consumers and sellers over the years. Due to meager profits and small discounts, small and medium-sized sellers can only watch brand owners go up and up during Double Eleven, and big promotions win reputation. Due to the huge transaction volume, the platform supports more and more big brand merchants. Brand owners can make money during the Double Eleven carnival, but the long tail has disappeared - the traffic resources of super platforms like Tmall are also quite expensive, compressing the survival and growth space of small and medium-sized e-commerce companies. Since Double Eleven occupies the right time and place, it also overdraws and absorbs the purchasing power of the vast majority of consumers.

The time nodes of Double 12 and Double 11 are too close, similar to celebrating the New Year and then the Little New Year, and consumer enthusiasm will no longer return. Many merchants also know very well that the goods accumulated during Double Eleven cannot be sold, and Double Twelve is used to clear inventory. With the growth of social e-commerce companies such as Pinduoduo, Taobao's overall traffic has also been affected. In the absence of traffic, many sellers can only turn to Pinduoduo.

This makes Taobao also think of ways to attract traffic and retain sellers. Therefore, Taobao has also been promoting the socialization of e-commerce. In March this year, Taobao launched a special version of mobile Taobao to counter the impact of Pinduoduo. Now it is an upgrade of special prices. It has been upgraded from daily special prices to daily specials. In fact, it encourages sellers to attract traffic from outside the site.

When the overall traffic growth is not good, artificially increasing the sales of a certain day or a certain period of time actually further sacrifices the normal sales. Last year, someone close to Taobao revealed that many small and medium-sized businessesOn Double Twelve, the turnover will double in one day. But the truth behind it is: Many small and medium-sized businesses spend about a week warming up before Double 12, promising that the price will be reduced to the lowest price on Double 12, so there is almost no sales during this week or so. Therefore, even if sales double on Double 12, it will be difficult to make up for the losses before and after the warm-up.

How much Alibaba supports Tmall means how embarrassing Taobao is. Tmall has been upgraded to "Big Tmall", what about Taobao? Although the scale of platforms such as Cainiao Logistics, Alipay, Tmall, etc. is indispensable for the help and driving behind Taobao, its relationship with Tmall is more similar to QQ and WeChat. The former laid the foundation and made the latter a skyscraper. However, the world only knows the scenery of skyscrapers, but does not see that the latter has hidden its merits and fame, so that it was eventually left out.

Double Twelve, with traffic and attention gradually declining, has eclipsed Double Eleven. Both the early momentum and publicity investment are far from the same level as "Double Eleven". On the one hand, consumers’ shopping desire threshold has reached its peak and they can no longer afford to buy. Secondly, sales will increase on Double 12, but it will be difficult to offset the losses caused by pre-holiday warm-up and post-holiday desertion.

After seeing the sea of clouds on the top of the mountain, you will never miss the rooftop scenery again. No matter how hard Double 12 marketing works, it can’t save users’ budgets that have already been exceeded when facing the dazzling array of product discounts on Double 11. It can’t save people’s withered pockets. In addition, Double 12 is too close to the promotion time of major festivals such as Christmas and New Year’s Day, which makes people more rational and picky during Double 12.

So we can see that unlike the high-profile announcement of real-time data on Double Eleven every year, except for the Double Eleven transaction volume announced in 2015, which was 91.217 billion yuan, the Double Eleven transaction volume over the years has always been a mystery. It seems like a benefit to small and medium-sized Taobao sellers, but who knows the sadness behind these sellers? For Taobao sellers, no traffic is empty talk. Without the support of large-scale traffic and consumer demand like Double Eleven, the new "interactive group-building" gameplay of Taobao Live will inevitably become a mere formality. The repeated decline in sales has led many Taobao C-store sellers to switch to Pinduoduo. Previously, the person in charge of Pinduoduo said that 2 out of 10 e-commerce packages came from Pinduoduo.

Although it has become a consensus many years ago that Double Twelve has no characteristics, poor time selection, and tasteless Double Twelve, in the author's opinion, Double Twelve needs to mobilize the enthusiasm of consumers and buyers. First, the time of this festival can be advanced or delayed by reserving sufficient time intervals. To delay satisfying consumer psychology to create consumer demand, forming peak blowout demand and traffic effects.

The second is to cancel Double Eleven and improve the interest ecology and entry threshold of Double Eleven. With a fair ecological and benefit sharing mechanism, more small and medium-sized sellers can participate in Double Eleven and obtain traffic to achieve the balance of the internal seller interest ecological chain, so that the majority of sad small and medium-sized sellers will no longer be frustrated by Double Eleven and can revel in Double Eleven and make profits. This is not only a mechanism to support the improvement of Alibaba's ecology, but also an important idea to retain Taobao sellers.

Third, come up with more innovative new traffic methods to break the current traffic dilemma.

According to some statistics, the 2017It took JD.com 10 years, Vipshop 8 years, Taobao 5 years, and Pinduoduo two years to reach the goal of GMV (total transaction volume) exceeding 100 billion yuan. Of course, many people in the industry have seen through it without saying anything, saying that Pinduoduo has impacted JD.com but not Taobao. Now Pinduoduo has more than 300 million users. Its sellers focus on low quality and low price. Pinduoduo and Taobao are both the same C2C model, and the overlap with Taobao is too high. Its GMV, ARPU and monetization rate indicators are all growing. It is more self-deception to say that there is no impact.

For Taobao, due to the lack of changes and gameplay upgrades over the years, as well as the lack of new exploration in business models, other platforms and emerging gameplay are gradually eroding its boundaries. For Taobao, keeping small and medium-sized merchants alive is related to Taobao's future.

But the current situation is thatnew social e-commerce and content e-commerce models such as Pinduoduo, WeChat mini-programs, and Toutiao’s Anxin Gou have the possibility to continue to suck away small and medium-sized sellers and traffic from the Taobao platform in the future.

It is worth mentioning mini programs. Data from Tencent shows that the DAU of brand-operated mini programs increased 7 times during Double 11 this year, and the transaction amount increased 22 times. This year, brand manufacturers such as ZARA, Uniqlo, Heilan House, Handu Clothing House, Lingzhi, Ralph Lauren, Coach, Dyson, and YSL have all begun to turn to mini programs to play Double Eleven marketing. From the gameplay of brands such as Uniqlo, we can know that they have opened up their own service systems for the integration of small programs, including integrating their own mobile flagship stores, product selection and membership service experience on store and online store platforms. This means that low-cost access to huge e-commerce traffic and social fission marketing mean new traffic and fan gameplay.

The reason why the gameplay of these new channels and platforms can attract brands and small and medium-sized e-commerce companies is that they are still in the stage where the rules of the game have not yet been finalized. They are not the solidified model of Taobao and Tmall of spending money to get traffic. Instead, by exploring the boundaries of familiar game rules and creating new ones, new traffic and fan increases can be obtained without spending or spending less. It can be said that they have also provided reference for Taobao's transformation and upgrading and gameplay innovation, while also exerting pressure.

Various innovative forms and gameplay indicate that there is a lot of new room for imagination in the future of e-commerce, but its future may not necessarily belong to Taobao.