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These days in Japan to travel from Kyoto to NARA, Kansai Plains skies clear and far-reaching, Maple Leaf Chinese Restaurant will be red, not red, and it was before the season in a small time. Because has great of phone hand, domestic commercial circle of smoke still far to constantly hit to, to is coming of "double 11", Ali Department and Beijing East put frame are playing to has Court Shang, the road businesses gearing up, consumers of eyes more is was stimulus have full has blood, a let world "stunned" of network purchased records also will not out any accident to ready.
2009-2014 size of China's e-commerce transactions.
However, we really need to "double 11"?
"Double 11" creative beginning in 2009, then, the company has just launched Taobao Mall, online shopping total retail sales of social consumer goods weighting less than 2%, and online shoppers just surpassed 100 million, Ali's inspiration was undoubtedly a genius. At that time, the Festival is called directly as "singles", but with a strong flavor of Internet has been echoed by young consumers ' understanding.
In later years, "singles" has become the Internet impact on traditional retail the Revolutionary Party and its enlightenment on the market far outweigh the high sales, was bombed in record breaking time and time again, and public opinion in the consumer online shopping passion is activated, experience accumulated, millions of businesses also opened the sunroof of the Internet in the test water. Today, China has become the world's most active online shopping's benchmark market, "singles" credit Jue Wei, could be written into the history of modern Chinese business volume.
However, and as for today, we really need to "double 11"?
Six years since the Chinese Internet, turnaround move, all things huanran, had a lot of purpose and conditions have undergone substantial changes.
First, the "singles" meaning the Internet has disappeared.
From 2009 until now, explosive Internet demographic dividend is finished, 670 million Internet population is over 2/3 adults nationwide, market education completed. Neither cat Taobao's sales growth and Tencent micro activity to the letter are the same as China's macro-economic and back down to the "new normal" levels, through to marketing greatly boost Internet access and online shopping are less likely.
2009-2014 size of China's online shoppers.
Secondly, the sheep market movement has not adapted to the development of mobile Internet.
Invention of "singles" of 2009, is in the PC era heyday, when platform-based flow distribution is the most important marketing tools, business users accumulate is basically a quantitative sense of the probability of an event, at the same time, because the category structure is not, any extensive user gets is worth it.
By 2015-the smart phones replace computers, based on networking and Word of mouth spread has totally replaced the old flow distribution, effective user acquisition costs higher and higher, and refinement of business Internet sales and decisive. In this new environment, sheep's marketing campaign looks very busy, in fact, is already very old and inefficient mode.
Third, businesses profit mode in a bloody spell price never formed.
In the previous "singles", the Opera is a platform, pay millions of merchants, and almost 99% participating companies only make sales and user populations, and with the profit was negative in the sense, when after the user has significantly reduced the effectiveness of such marketing campaign becomes a sad zero-sum game.
More and more businesses than just passively involved in "double 11" big, tasteless and giant high-cost, abandon fear offending the platform or by opponents to take advantage.
Finally, the "double 11" sales record loses real value.
In the past few years, online shopping is amazing break records one after another, from 2009 's 52 million yuan in Taobao Mall, cat by 2014 days exceeded 1 billion yuan within two minutes, the leap represented the pride of Chinese e-commerce.
Ali 2009-2014 day purchase records over the Internet. How to eye movement routes to design Web pages
However, today, the record's significance has been overshadowed by the record itself becomes a result which can be set – like those around the city created the Guinness Book of records story mode, and even the ranking of each category, and so on, can be manipulated and operation, almost no reference to the actual meaning.
Finally, concentrated outbreak new public crisis caused by logistics and distribution.
As early as two years ago, geometric explosion of goods delivery country logistics system put to the test over and over again, causing great confusion and waste of social resources, "double 11" has, like spring, became a new crisis.
VI, jingdou duopoly of platform of increasingly vicious and nasty.
In the past year, baiyiji capital merger and acquisition of China's online shopping market by Ali and Tencent integration formed a duopoly structure, the competition is fierce bloody, due to limited means and less efficient competition gradually deviated from the original intention, artificial breath getting heavier, senseless attack causing unnecessary environmental damage of public opinion.
"Double 11" section six of the embarrassment.
Any commercial game, is a prerequisite for development, win-win is the Foundation, fun is the condition, if people gnash their teeth, as in dead enemies, then the competition itself was bland, and lost a gentleman's attitude, the business of beauty. In the past few days, around the "boss boss" tearing force war has got to make people poor stomach-turning point.
In the Internet-driven business conferences in progress, techniques and tools of the iteration is the basic motive force of innovation, and consumer and business relationships the redistribution of benefits, "singles"-today known as "double 11" invention, hit the right e-commerce and mobile Internet explosion of two major outlet, thus forming a prominent market effects. Today, big picture arrived, regular gradient, wonderful moves a few years ago apparently had fallen into a new era of old stereotypes.
So today, we really need to "double 11"?
I guess on November 11 in a few days will still be records one after another, Fireworks in the sky, but may also be "double 11" the last battle.
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