Shulou(Shulou.com)11/24 Report--

For the first time in 14 years, neither Ali nor JD.com released the Singles' Day GMV (total merchandise trading volume) figures.

At 0: 00 on November 12, the 14th session of Tmall ended on Singles Day. It is worth noting that Ali and JD.com have not officially released the specific GMV data of this Singles Day holiday. In previous years, the good news of the performance and the big screen of the deal were also absent.

Tmall said that Tmall double 11 this year is stable and good, and the scale of the transaction is the same as last year.

JD.com Group said that as of the evening of November 11, "JD.com Global Love season" in 2022 has exceeded the growth rate of the industry and set a new record, while the number of retail shopping users has also reached another record.

The total transaction volume of Tmall double 11 in 2021 was 540.3 billion yuan, an increase of 42.1 billion yuan compared with 498.2 billion yuan in 2020. On the other hand, JD.com 's double 11 transaction volume exceeded 349.1 billion yuan in 2021.

Losing double-digit growth and losing double-digit growth, we have to recognize the fact that the era of high growth of e-commerce in China, which has lasted for many years, is waving goodbye. The historical mission of Singles' Day has also changed from looking for increments to ensuring stock.

In the 14th year of Singles' Day, under the crisis of bottoming out of traffic, the people, goods, and markets surrounded here are in a deep whirlpool and bottoming out for change.

Consumer: from impulse to doubt, is it really more favorable for things in the studio? Low price, convenient shopping, subsidized red packets, interesting content. These gimmicks in the studio attract more and more consumers to choose live shopping. However, frequent disturbances such as uneven quality of anchors, false promotions, price routines, mismatch of goods, and difficulties in returning and exchanging goods have also become the focus of discussion among consumers.

The price of a box of face cream brand's Singles' Day event is 300 yuan, and the price of the live broadcast room is also 300 yuan, but some samples such as water milk will be given away, the price of these gifts will be included in the price of face cream, and then tell consumers that the face cream has been discounted. and this discount is the "lowest price in the whole network" and "exclusive welfare for the family".

Since Singles Day holiday, A Xian (not her real name) has been squatting in a head anchorman's studio. From the beginning, she couldn't get it, and later found out the anchor's marketing routine. She began to question the so-called "lowest price": "would I buy these samples at ordinary times? are the goods grabbed by the studio really more favorable?"

"the goods are introduced for three minutes, and some of them are on the shelves for a few minutes, or even only a few tens of seconds, and consumers simply don't have time to compare prices." After some calculation, Ah Xian finally chose to give up the purchase of this water emulsion.

"this kind of network-wide lowest price is somewhat disguised to deceive consumers." A beauty brand practitioner told the "State ℃" column, "samples are actually not worth much. In the past, some brands would give samples to company employees, and some brands would sell them at a domestic purchase price. Now pack these samples into commodity discounts. On the surface, consumers have made money, but in fact they are not."

Mo Daiqing, director of the online retail department of the online Economic and Social Commerce Research Center and a senior analyst, said that another typical live broadcast mess of this year's Singles Day is that consumers are easily affected by anchors' emotions and tight inventory during live shopping. in the face of the overwhelming "low price" label, it is more likely to "impulse consumption".

During the Singles' Day holiday, Yan Yan (a pseudonym) spent more than 4000 yuan on shopping in the studio. Shuttling through the studio every night, after the hustle and bustle, she felt more and more lost: "shouldn't shopping be fun?"

She felt "time-consuming and energy-consuming" and "impulsive consumption" because of her unified speech skills, super-fast speaking speed, tight inventory, complex price routines, and obviously deliberately performing "tearful discounts".

Especially after learning to "make orders", she hardly entered the head anchor's studio in the second half of Singles' Day. "one is that you can't get it, you're tired and you don't want to grab it, and the second is to buy products in the brand flagship store, which is not much different from the head anchor's price. although there are not many things sent by the anchor, it is sometimes cheaper to learn to make the order." Yan Yan said.

Gao Pan, chairman of Jiangnan holding Group and an e-commerce expert, said that as the current live broadcast industry exaggerates propaganda and sells knockoffs more frequently, it is obvious that the same quality obtained by the studio is not necessarily cheaper. Of course, by careful screening and comparison, some products in the brand live broadcast room are more likely to "pick up bargains" on Singles Day.

At the same time, Mo Daiqing also reminded consumers to guard against the "low-cost commodity trap" in the studio.

"according to the analysis of Singles Day complaints in previous years, some 'low-cost goods' are easy to be used by merchants as a sharp weapon for drainage, attracting consumers to stop in the studio to watch, but in fact, the links of 'low-cost goods' have been delayed. Some businesses ask consumers for high freight charges, and even refuse to deliver goods after consumers have photographed the links. They are tough and only willing to refund rather than deliver goods. Consumers need to be cautious when buying." Mo Daiqing said.

Merchants: more eager for solid profits and cash flow than miraculous growth, engaged in electronic wholesale and retail for many years, mainly selling Xiaomi, Huawei and other brands on Taobao and JD.com.

Affected by the epidemic, he, who participated in the Singles' Day activities for many years, fell into unprecedented hesitation this year.

His business has changed significantly since last year. According to him, the ex-factory prices of upstream manufacturers have been rising because of the rising cost of raw materials in the past two years. On the user side, you can feel that people are not as interested in the emerging trend of electronic products as before, spending money has become cautious, and the frequency of replacement is decreasing.

Changes from both upstream and downstream consumers have further squeezed his company's profit margins. "Last year, the customer quoted a price, and then the customer repaid the price, and then the order cost was almost cheap. to what extent this year? quote your own price, the customer feels high, immediately turn around and leave without saying a word."

After hesitating for a long time, he decided to participate in this year's Singles' Day, but his heart was not optimistic. "if you feel like you can do 70% of last year's, you will burn high incense."

In order to participate in the Singles' Day, the store began to stock in September, and the money was basically bet on the goods. "I have become a user of platforms such as Lesser Fullness of Grain, applying for some small loans for temporary turnover and emergency response. I dare not prepare too much this year, and now labor costs are also on the rise. Generally, they are sold at a profit or even without a loss, because it is also a cost."

He told the "State ℃" column, "now according to the expectation of 'the next 2-3 years will be hard times' to do the strategy, and to implement the day-to-day operation, I feel that we still have to go through it again, and we must not expand blindly and waste unnecessary costs."

Li Li (a pseudonym), who is engaged in the business of importing recording equipment, this Singles' Day is even more difficult. "affected by the overall environment, the exchange rate is rising, the cost is increasing, the price remains the same, and profits are decreasing at the present stage."

In his view, the most painful thing for businesses on Singles Day this year is logistics. "the shutdown of logistics affects overall sales. In previous years, more than 3000 were sent, but this year there are only more than 1000. It is estimated that the sales are not good, and they may even lose money."

For Li Li, he is more eager for solid profits and cash flow than miraculously high growth.

Liu Xingliang, director of the Internet Research Institute of DCCI, also said in a media interview that businesses have been more pragmatic and rational since the beginning of this year. "on the one hand, it is unrealistic to pursue excessive growth, and on the other hand, the cost is too high. Enterprises are thinking about how to survive and how to increase profits and operating efficiency."

Platform: join hands to "tear down the wall", from competition to competition this year's Singles Day, nothing attracts more attention than the free flow of the head anchors.

The two major heads of Douyin with cargo hosts Luo Yonghao and Yu Minhong have announced that they will open new positions in the live broadcast of Taobao. Liu and his wife, who caught fire in jumping exercises on Douyin, also announced the broadcast of Taobao. At the same time, all three parties have made it clear that live streaming on Taobao is a long-term plan with clear goals.

On the question of "how to view the return of merchants broadcasting on Douyin to Taobao", industry insiders close to Douyin revealed to State ℃, "Douyin is very open about this. First, in such an environment, understanding that people have to plan for themselves, no one can tie each other up; second, the risk is shared equally. With the lessons of Kuaishou and Simba, Douyin may not want to be too tied up with the anchor."

Blown Xue, president of Alibaba Taobao Tmall Industrial Development and Operations Center, responded to NetEase Technology, "this is an open market, and we think that anchors' multi-platform operation is definitely a normal and objective thing that will exist in the future."

Blowing Xue mentioned, "Taobao Live has added 500000 new anchors in the past year, among which there are a lot of entrepreneurial teams, distributed in various categories. The form of" Live + short Video + activities "has given many young people new ways to do business. More people are also welcome to join the platform in the future."

Major anchors and the companies behind them are starting to think about putting "eggs in multiple baskets" to avoid over-reliance on one platform, and some anchors are becoming more and more independent, which may become a new normal in the future.

Mo Daiqing said, "in the era of increasing interconnection, live broadcast platforms are also promoting the balance of various anchor structures on their platforms, and mobile live broadcasting across platforms is actually conducive to the development of the live broadcast industry."

In addition to the anchor's multi-platform operation, the e-commerce platform is also intended to untie merchants.

Starting from October 28, 2022, Taobao Alliance merchandise links will gradually resume publishing goods and service chains in Kuaishou studio shopping carts, short video shopping carts, commodity details pages, and so on. At the same time, JD.com and Kuaishou recently resumed cooperation on links to external goods and services.

Gao Pan said that the current Internet e-commerce industry has entered the stock era, interconnection is positive and beneficial to the development of the industry.

In his view, the fact that giants are more open is mainly due to two aspects: first, the national policy level is strongly advocated, and the interconnection between platforms is the general trend; second, it is driven by interests between platforms. in particular, fast-hand parties need to make efforts to improve their e-commerce ecology.

Chen Hudong, a special researcher at the Economic and Social Electronic Commerce Research Center, said that interconnection is the essence of the Internet, and that the gradual restoration of different e-commerce platforms is actually a return to common sense.

He mentioned that at present, there is a very significant phenomenon, that is, the trend of e-commerce traffic following the anchor is more obvious. "this reflects the high degree of disloyalty of consumers in the current era of e-commerce. For the industry or merchants, the future traffic will gradually balance and it will be more difficult to get customers, thus forcing enterprises to practice basic internal skills and consolidate infrastructure."

In the crisis of peak flow, from competition to competition, from antagonism to symbiosis, perhaps the industry can regain its vitality.

Welcome to subscribe "Shulou Technology Information " to get latest news, interesting things and hot topics in the IT industry, and controls the hottest and latest Internet news, technology news and IT industry trends.