In the past few years, Double 12 has been regarded as a year-end promotion by the e-commerce industry, and major platforms have launched crazy ** activities to attract consumers to buy wildly. However, this year's 12.12 has seen some unusual circumstances. Many people think that this traditional ** event is about to go out, because Alibaba canceled the Double 12 event, and JD.com did not promote it with as much fanfare as in previous years. On the surface, there is some silence, but the reality is not so simple.
Prior to the 12.12 event, Alibaba released the news of the cancellation of 12.12, which immediately caused a lot of dissatisfaction and concern among consumers. Many people said that 12.12 is an important time for them to shop every year, and they both bought Tmall products on 11.11 and wanted to buy ** products on 12.12. This campaign has been going on for 11 years, which shows its importance in the minds of consumers. In addition, although the e-commerce platform has not made any big moves on the surface, in fact, they are still working silently. In fact, there are many signs that Ali did not cancel Double 12 entirely, but launched a year-end bargain festival to attract more small and medium-sized businesses to participate. And Jingdong is also quietly increasing the size, although there is no emphasis on double 12, but they are still working hard to improve logistics, ** chain and other aspects of quality services. Although Vipshop, a special sale e-commerce company, did not focus on promoting Double 12, it launched a 128th anniversary special sale conference, providing many discounted big-name products. Aren't all these real profit-making activities more attractive to consumers than the lively publicity in the past?
As the big sale draws to a close, this actual change has indeed gained consumer recognition and is further proof of the vitality of the consumer market at the end of the year. Vipshop, for example, has seen a gradual increase in sales this year, attracting the attention of a large number of young consumers. For example, in terms of outdoor sports, sales of sports coats, sweatshirts and other goods increased by more than 30% year-on-year, sales of sports hats increased by 168%, and sales of outdoor campers also increased by more than 140%. In addition, warm consumption is also an important area of concern for consumers. Vipshop's 12After the start of the 8th anniversary sale, sales of women's knitwear increased by 20% year-on-year, sales of women's cardigans increased by 71%, and sales of sports down jackets increased by 38%. In addition, the jackets loved by young people have also achieved explosive growth, and the sales of Birch and jackets increased by 131% year-on-year during Vipshop's anniversary celebrations. The development of the e-commerce industry has entered the second half, the industry trend has changed, and the consumption behavior of young people is more rational, so the strategy of e-commerce platforms also needs to be adjusted accordingly. In this year's Double 12 event, e-commerce platforms generally chose a more low-key way of publicity, paid more attention to tapping the needs of consumers, and pursued high-quality development, thus winning the popularity of consumers.
In general, the end of e-commerce Double 12 is only a superficial silence, in fact, e-commerce platforms have won the recognition of consumers through practical actions. Young people's willingness to buy makes 12.12 still attractive, and although Alibaba has canceled 12.12, it has launched a year-end bargain festival to replace it with the aim of attracting more small and medium-sized businesses to participate. Although Jingdong has not promoted it on a large scale, it has made great efforts to improve logistics and the best chain. Vipshop, on the other hand, has attracted the attention of a large number of young consumers through its actual profit-making activities.
The changes in e-commerce Double 12 also show that the e-commerce industry has entered a new stage. Young people are more rational, they pay more attention to the quality of goods and cost performance, so e-commerce platforms no longer rely on the fancy publicity methods of the past, but focus on the quality and service of the product itself. This also means that the e-commerce industry needs to pay more attention to user experience and provide better goods and services in order to stand out from the fierce competition.
In short, the silence after the end of e-commerce Double 12 is just an illusion. In fact, e-commerce platforms have won the recognition and attention of consumers through practical actions. Young people's willingness to buy makes 12.12 still attractive, and they are more rational and pay more attention to the quality and value of goods. The e-commerce industry has entered a new stage, and it needs to focus on user experience and provide high-quality goods and services in order to gain a firm foothold in the competition.