Double 11 this year, did you "chop hands"?
Compared with previous years, this year’s double 11 Shopping Carnival seems a little dull. Without Lei’s notice, double 11 ended unexpectedly, and friends and colleagues around him didn’t go shopping in double 11 specially, but just bought what they needed as usual.
Of course, the statistics around us are too one-sided. How about the consumption power of double 11 Volkswagen this year, we still have to combine the battle reports of major e-commerce platforms to draw a definite conclusion.
Double 11’s turnover is soaring, but there are no specific figures
The rise of Pinduoduo and the deployment of e-commerce business in Tik Tok and Aauto Quicker have made the domestic e-commerce industry, which is extremely competitive, enter a white-hot stage.
After double 11, many domestic e-commerce platforms published battle report data one after another. Combining the data of major platforms, we can clearly see the operation of e-commerce platforms during double 11 and the development of domestic e-commerce industry.
Tmall: The turnover soared, and the scale of 88VIP members reached a new high.
According to official data of Tmall, as of November 11th, the turnover of Tmall platform grew strongly, with a total of 589 brands trading over 100 million yuan, a year-on-year increase of 46.5%, setting a new record. In beauty cosmetics, 3C digital products, home appliances and other categories, Tmall won the first place in the whole network in terms of turnover growth rate, and Taobao’s 10 billion subsidized orders exceeded 150 million, and the cumulative number of orders increased by 50% year-on-year.

(Source: Tmall)
In addition, Taobao’s core 88VIP users maintained double-digit growth, and the number of people placing orders increased by more than 50% year-on-year. The brand that has reached annual cooperation with Taobao 88VIP has increased by more than 300% year-on-year.
In terms of live delivery, the turnover of 119 live broadcast rooms in Taobao exceeded 100 million, of which 49 live broadcast rooms exceeded 100% year-on-year, and the overall turnover and purchasing users increased significantly.
According to Tmall’s official statement, double 11’s turnover and user scale are increasing this year, but the specific figures are not specified.As the big brother of domestic e-commerce industry, Tmall’s strength is beyond doubt. Even if there are no specific figures, there should be no dispute about pressing Pinduoduo and JD.COM.
JD.COM: "One step ahead" made contributions, and the number of shopping users increased significantly year-on-year
Unlike Taobao and Pinduoduo, which are featured in many categories, the sales of products in JD.COM have always been based on 3C digital, and with warehouses all over the country, self-operated goods can basically reach the next day, and some goods can be delivered on the same day if placed before 11 am.
On October 31, double 11 staged battle report, JD.COM released a large number of data, including the growth data of 3C digital products, household appliances, clothing, beauty cosmetics and other categories of products. The double 11 Battle Report published by JD.COM was concise, revealing only some important information, including the number of shopping users increased by more than 20% year-on-year, the order volume of live broadcast increased by 3.8 times year-on-year, the turnover of more than 17,000 brands increased by more than 5 times year-on-year, and the turnover of more than 30,000 small and medium-sized businesses increased by more than 2 times year-on-year.

(Source: Weibo screenshot)
Among many e-commerce platforms in China, JD.COM’s attitude towards double 11 is probably the most positive, and during this period, it also launched the "one step ahead" plan. The plan makes full use of JD.COM’s warehousing and logistics advantages, and can deliver the purchased electronic products to users in extreme time. Some new machines have just been sold, and consumers may even get the products before the articles and videos of bloggers are released.
However, the "one step ahead" plan relies on the particularity of JD.COM’s self-operated model, which is difficult for other e-commerce platforms to follow, and this model will become one of JD.COM’s core competitiveness in the future.
Pinduoduo Tik Tok Aauto Quicker Xiaohongshu: The rapid expansion of emerging platforms
As of press time, the three emerging e-commerce platforms, Pinduoduo, Tik Tok and Aauto Quicker, have not released the overall sales data of double 11, but they have published some battle reports one after another before.
Pinduoduo upgraded the "10 billion double subsidy" to "super double subsidy" on October 11, and the subsidy was even stronger. As of October 18, the cumulative order volume in Pinduoduo reached 16.4 million. After the second round of super double replenishment, the number of participating businesses and brands increased by 2.5 times, and the order volume also exceeded 45 million.
Tik Tok e-commerce started the double 11 Enjoy Good Things Festival as early as October 8. By October 17, Tik Tok e-commerce had 52 brands with turnover exceeding 100 million, 323 live broadcast rooms with turnover exceeding 10 million, and 247 single products with turnover exceeding 10 million, with a year-on-year increase of 93% and an order volume of 72%. As of October 20th, the turnover of nearly 8,000 brands of e-commerce in Tik Tok increased by more than 200% year-on-year, and the turnover of more than 100 brands increased by more than 100%.

(Source: Tik Tok e-commerce screenshot)
The total transaction volume of Aauto Quicker e-commerce in double 11 on the first day increased by 90% compared with the historical peak, setting a new record. During the promotion period from October 12th to October 28th, there were 1,300 live broadcast rooms with e-commerce turnover exceeding one million in Aauto Quicker, and the turnover of more than 50,000 sellers increased by more than 200% year-on-year.
Little Red Book Platform As of October 20th, the number of businesses with turnover exceeding 10 million increased by more than 3.3 times, those with turnover exceeding 50 million increased by 4.5 times, and those with turnover exceeding 1 million increased by 3.1 times.
Although the details of these emerging e-commerce platforms are not as good as those of Tmall and JD.COM, they have huge traffic. After entering the e-commerce industry, the traffic is quickly converted into sales through live broadcast of goods and grass planting content, so the growth rate is calculated by "times", generally exceeding 100%, which is in a period of rapid development.
Summary: Behind the increase in turnover, there is actually something else?
Just looking at the data released by major e-commerce platforms, it seems that the domestic e-commerce industry is improving during the double 11 this year, with a substantial increase in sales and user scale. But is this really the case?
Looking through the data of all e-commerce platforms, Xiaolei failed to find the data I want to know most-turnover. E-commerce platforms are promoting a record high turnover, but no platform has released specific figures. For information such as turnover growth rate and number of users, the e-commerce platform can select data that is beneficial to itself for publicity, but the specific turnover figures cannot be falsified.
During the period of double 11 in 2021, the turnover of Tmall and JD.COM was 540.3 billion yuan and 349.1 billion yuan respectively. The huge figures made everyone feel the scale of double 11. However, in 2022, neither Tmall nor JD.COM released the turnover data of double 11, only indicating that it was stable and positive, which was the same as last year.Today, Tmall and JD.COM have not released specific revenue data, and there may be only one internal reason, that is, the turnover data is not good-looking.
In fact, it can be inferred from the official cover-up attitude that the turnover of major e-commerce platforms this year has not returned to the level of 2021. Since 2022, there has been a lot of voices on the Internet that are bad for double 11, and e-commerce platforms are constantly extending the duration of double 11 and 618. However, double 11 and 618, which have a history of more than ten years, reached the peak in 2019 and 2021. Why have they developed to the point where e-commerce platforms are no longer willing to publish specific turnover data?
In name only, is it time for double 11 to come to an end?
In the past, the reason why so many consumers "snapped up their hands" in double 11 was because the prices of various commodities in double 11 were greatly reduced, so consumers could buy more and more affordable products with less money. At present, double 11 is no longer in the past, and e-commerce platforms no longer publish specific transaction figures. There are three main reasons.
First, consumerism ended.Lei still remembers an article he read in a magazine when he was a child, saying that Chinese had saved money to buy a house, and he had saved all his life’s money. Only when he was old did he live in a new house. Foreigners took out loans to buy a house, and when they paid off their mortgage, they had lived in a house for decades, and they trumpeted consumption in advance. This kind of content that promotes consumerism is not rare, and it has also successfully brainwashed a generation. Xiaolei himself once bought electronic products in stages during the period of financial constraints.
The arrival of the epidemic has awakened Chinese people who are addicted to excessive consumers, and more and more consumers have realized the importance of saving money.Saving money is to improve our risk resistance and give us the confidence to stop working for a while.With inflation as the mainstream in the world, there is a sign of deflation in China. One of the reasons is that consumers understand the importance of saving money and spend money more cautiously and rationally.
Second, every day is a shopping festival, and double 11 exists in name only.When consumerism is abandoned, the most urgent thing is the merchants, so there are countless promotion schemes, and almost all kinds of festivals have been marketed as shopping carnivals, such as New Year’s Day, Women’s Day, Labor Day, Christmas, Spring Festival, etc. As long as it is a festival, merchants will always come up with various marketing schemes to stimulate consumers constantly, and full reduction activities are also wave after wave.

(Source: Bean Bag AI Generation)
The normalization of shopping carnival overdraws consumers’ spending power on the one hand, and makes double 11 exist in name only on the other.After all, every day is a shopping carnival. Why should we wait until double 11 to shop?
Third, prices in double 11 are too expensive, but they are actually cheaper at ordinary times.The normalization of the shopping festival has also caused a problem. During double 11, prices may be more expensive than usual. Xiaolei used the historical price inquiry function of a website to check a certain brand of notebook computer he bought, and found that the price of the product was the lowest in mid-August, but after entering October, the price rose to the highest peak in history. The price of this computer can only be comparable to the historical low price after the coupons are superimposed during double 11.

(Source: screenshot of price comparison platform)
It’s not uncommon to raise prices first and then offer promotions online and offline. Except for our essential mobile phone products with open and transparent prices, other products such as PC, clothing, groceries, beauty cosmetics, etc. generally have price increases during their stay in double 11. Only by using coupons or fully reducing shopping can the real starting price be almost the same as the historical low price.
Although all major platforms are cracking down on this kind of behavior, they have also introduced the policy of price protection, but the effect is not obvious. In order to increase the turnover in double 11, the e-commerce platform has continuously extended the double 11 time, and the results have also had little effect.
It can be seen from the fact that JD.COM is one step ahead and Tik Tok enjoys the Good Things Festival first that the e-commerce platform is still trying to enhance double 11’s influence through some marketing and promotion schemes. From the results, the effect is good.
Being a daily promoter is the most decent ending for double 11?
Saving double 11 and 618 cannot be achieved by one or two e-commerce platforms, and even if all e-commerce platforms work together, it is difficult to achieve it. To reverse the situation of shopping carnival, two conditions need to be met.First, the domestic economy has recovered, wages have increased substantially, and consumers have enough money to spend; Second, the intensity of competition among merchants has decreased, giving up the price war and unified price reduction and promotion during the shopping carnival.
The first condition depends on the global situation. As for the second condition, it is also difficult to achieve. How many brands talk about giving up the price war, but in fact they have to cut prices and promote sales.Shopping malls, such as battlefields, may be abandoned by consumers if they don’t cut prices and promote sales, and the competition in the market forces merchants to join the price war.
Therefore, the future shopping carnival will only be more normal, and truly every day is a shopping carnival. The residual temperature in double 11 has not yet subsided, and some domestic e-commerce platforms have begun to formulate marketing and sales strategies for Double 12. After Double 12, New Year’s Day will come again, with one ring tied to another.Double 11, which has lost its original position, may be the most decent ending to become a daily promotion. What is "daily promotion"? That is, the price should be reduced or reduced, just like the 618 and 10 billion subsidies, which are sparse and common.
For consumers, the decline in the status of double 11 and 618 is not necessarily a bad thing, which is the embodiment of the extreme competition in the industry. Consumers don’t have to wait for the preferential measures of 618 and double 11, they can buy their favorite products at any time, buy early and enjoy early.
In fact, double 11’s grand occasion is no longer due to the high maturity of the e-commerce industry. Every second price war will continue in the future, and every day will be a shopping carnival.
























