At midnight on November 12, the annual Tmall “Double 11” shopping festival comes to an end. Different from previous years, Tmall, JD.com and other leading e-commerce companies did not announce the transaction volume data of this year’s “Double 11”. They only stated that the transaction scale “stabilized” and was the same as last year.
However, judging from the data related to clothing and apparel categories released by major e-commerce platforms, this year’s “Double 11” Shopping Festival also showed some changes in the word “stability” that are different from the past: The sales of multiple sub-categories have grown rapidly, and merchants have paid more attention to consumers’ shopping needs and shopping experience. In addition, new business formats such as live streaming and shopping have become more and more popular in recent years. They have also abandoned the previous “horse racing” style of disorderly expansion and are more and more Return to the essence of commercial retail.
E-commerce no longer focuses on transaction volume
Since Taobao Mall launched the “Double 11” shopping carnival known as the “Singles’ Day Carnival” more than 10 years ago, every November The 11th has become an annual drama where e-commerce platforms, brands and consumers interact and dance together. Consumers are happy to “shop”, brands and platforms are also busy, and the transaction volume of “Double 11” has hit new highs repeatedly. .
However, this year’s “Double 11” event is no longer based on transaction volume.
Tmall did not release transaction data in the final “battle report” released in the early morning of November 12. It only stated that this year’s “Double 11” is the most diverse event for participating merchants, with 29 Thousands of brands, millions of small and medium-sized businesses, and anchors are participating, and more than 21 million kinds of products are participating in “Double 11”.
If you review the “battle situation” of this year’s “Double 11”, it is not difficult to find that the consumption peak of this year’s “Double 11” shopping festival is not completely concentrated on November 11, but starts from November A small climax came on the 1st.
“This year’s ‘Double 11’, the ‘Double 11’ pre-sales for major platforms and some brands started in mid-October.” Ms. Geng, who works for a headhunting company, told China Textile News The reporter said, “Although there are no ‘Double 11’ parties on major platforms this year, the various promotional messages received on mobile phones have not stopped since the beginning of October.”
“This year’s ‘Double 11’ There are two waves of sales peaks, one is from November 1st to 3rd, and the other is a few days after the 11th, which can be seen from the concentration of the number of our logistics orders.” Responsible for the Shuangjing area in Beijing A man from SF Express who handles logistics and distribution told reporters, “In previous years, orders were mostly concentrated in the days before and after Double 11.”
In fact, this year’s Double 11 is still more than a month away. Major e-commerce platforms such as JD.com and Tmall, as well as live broadcast platforms, have begun to “warm up”. In addition to the “kaleidoscope” of online channels that are constantly updated with information on promotions, full discounts, and free gifts, urban supermarkets, shopping malls, etc. Centers and even community stores have begun to display various promotional signs one after another. Even bus stop signs in some big cities are full of large promotional posters from JD.com and Tmall.
On this year’s “Double 11”, JD.com and Tmall launched the first round of pre-sales and cross-store discounts at 20:00 on October 20 and 20:00 on October 24 respectively.
Statistics from Tmall show that starting from the pre-sale on Tmall on the evening of October 24, 130 live broadcast rooms with pre-sale amounts exceeding 10 million yuan were generated in just 4 hours. As one of the main consumer categories of “Double 11”, the performance of clothing and accessories during the “Double 11” period has always attracted much attention.
Statistical data shows that Bosideng’s sales exceeded 100 million yuan in just 40 minutes after the pre-sale on Tmall started. The men’s clothing category has become a “dark horse”. Among them, GAP (Gap) men’s clothing sales increased by more than 200% in the first hour of pre-sale compared to last year. Some new products of the “YEEZY GAP Balenciaga” collaboration model were launched on Tmall in just one day. Sold out within hours.
The pre-sales have been fruitful, allowing many brands to get enough of the “Double 11” “addiction”.
However, it is worth noting that consumption channels are becoming increasingly diversified, and the rise of social e-commerce, interest e-commerce, live broadcast e-commerce, etc. has dispersed the traditional e-commerce platforms that were originally concentrated on Taobao, Tmall, and JD.com. sales.
In the view of Qu Jing, vice president of Huimei Fashion Group Co., Ltd. (hereinafter referred to as “Huimei Group”), in the initial “Double 11”, only Taobao and Tmall platforms were the dominant platform. Nowadays, JD.com, The addition of multiple platforms such as Vipshop and Douyin has not only made participation methods more diverse, but also derived some new marketing models such as private domain, anchor, and store broadcast.
“Consumers are still those consumers, but there are more purchasing methods and purchasing channels to choose from. Therefore, the sales of a single specific channel will decrease.” Mi Nan Cashmere Clothing in Qinghe, Hebei Li Shengchao, the brand manager of the company, told a reporter from China Textile News, “In addition, consumers value product design, personalization and quality more than price.”
In addition, through The release of “Double 11” sales data can also be found that today’s “Double 11” is gradually bidding farewell to the “turnover-only theory” that was valued in the past, and this also marks that the clothing consumer market has shifted from quantity to quality. stage, as well as the increasing diversification of clothing consumption methods and channels.
Clothing brands have regained their original aspirations
In the reporter’s WeChat Moments, the first person to post this year’s “Double 11” report card was the chairman of Huimei Group and Inman Brand Founder Fang Jianhua.
The first wave of sales peak of this year’s “Double 11” has just ended, Fang Jianhua couldn’t wait to announce the Inman brand in his circle of friends.To get the most discounts, you need to stack different discounts, red envelopes and rebates according to different categories. I feel like I was forced to become a ‘mathematician’. “Xiao Zhang, a loan officer who works in a bank, jokingly told reporters, “On Tmall and JD.com, the screens are full of discounts such as ’50 off when you spend 300, 50 off when you spend 299,’ and other red envelopes for tasks. , password red envelopes, as well as various combination orders and coupons, and some full discounts can be used across stores, while others cannot, it is confusing. Even me, who works in credit, sometimes can’t figure out what to do. Which discount can you use to save more money? ”
“I have read various money-saving strategies through various channels before, but when I finally checked out, I was still confused. “The wife of loan officer Xiao Zhang also feels the same way, “It’s also a clothing product with a total price of more than 5,000 yuan. When I checked out, I spent more than 200 yuan more than my colleagues. I really can’t understand the settlement rules on the platform. ”
“It would be great if the e-commerce platform could automatically accumulate discounts according to established procedures during settlement, allowing consumers to automatically maximize their benefits.” “Xiao Zhang said, “This eliminates the need to hold a calculator to do arithmetic when shopping. ”
Compared with online e-commerce’s “squandering flowers that are gradually becoming more attractive,” the “Double 11” promotions in offline physical stores appear to be much more pragmatic, so many consumers tend to go offline. Shopping channels.
“For products such as clothing, shoes and hats, I prefer to buy them in supermarkets. The prices and discounts in supermarkets are very straightforward, and I don’t have to calculate coupons, full discounts, etc. , and compared with the same clothing purchased by neighbors on the e-commerce platform, the price is not much different. “Mr. Jiang, a citizen who lives in Xicheng District, Beijing, told reporters, “For clothing products, I still like ‘what you see is what you get’. I will buy a piece of clothing after I have spotted it in the store and try it on if it suits me. Although e-commerce can also provide free returns and exchanges, it is not as convenient as in-store. Especially middle-aged and elderly consumers are still more accustomed to offline shopping. ”
“For consumers, e-commerce platforms need to focus on how to improve consumers’ purchasing experience, and meet consumer needs in various aspects through different means and services, so that consumers can buy with confidence and happiness. , satisfactory. “Weng Yi, a senior researcher at the Digital Economy Think Tank, said.
Ouyang Rihui, deputy director of the China Internet Economic Research Institute at the Central University of Finance and Economics, also believes that from a consumer perspective, this year’s “Double 11” will Consumption concepts are becoming more rational. Therefore, whether for online e-commerce platforms or offline stores, today’s “Double 11” shopping festival is not only an “eyeball-making” marketing activity, but also a way for clothing brands to build their core competitiveness. An effective means.
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