Early warfare of double 11: the last era of traffic e-commerce

From 2009 Double Eleven, this year is already the 12th Double Eleven.

This year’s Double Eleven is not the past Double Eleven. Relying on the “flow of wholesale” traditional e-commerce and traditional Internet model, is relying on algorithms, social networking as the basis for a new generation of Internet companies, iterations, showing “spell iterative Taotao”, “brush iterative search”. “The law of evolution.


2020 Double 11

It’s no longer a pleasant “hunt.”

The Sale can arouse the urge to shop at any time of the year, with the exception of Double Eleven.

This season, buyers are eager to try their luck, adding and subtracting items from their shopping lists, and are reluctant to take a second glance at the “Sale” signs in offline stores in case they miss out on the e-commerce site’s coupon grabbing time.

The “Sale” signs in offline stores do not tease buyers’ hidden desires, as their souls are already being seduced by the websites of major e-merchants.

Shuttling between various e-commerce platforms is like a hunter with a hunting rifle looking for prey. In the past, they enjoyed the hunting process, it seems not “panning” out a whole network of the most cost-effective baby, it is not called “double eleven”.

But now, they are fed up with the process and just want to end it as soon as possible.

First of all, the discount rules are comparable to the math questions on the college entrance exam, which has killed the fun of shopping, and Double Eleven is a shopping holiday rather than a day to study math, especially for young parents who have just finished tutoring their children’s homework.

Secondly, the time span of the substantial extension is also eroding the patience of buyers, from the beginning of 1 day to a few days to now 1 month time, Double Eleven seems to harvest all the traffic before resting. However, for buyers, means to put more than ever before the energy and time in the double eleven, hard will “flash war” dragged into a “tug-of-war”.

Third, the traditional e-commerce “people looking for goods” mode. It’s a good idea for consumers to get stuck in a sea of thousands of SKUs, jumping from one link to another, tossing them back and forth, often forgetting what they initially wanted to buy in the end, but adding a whole bunch of “unplanned” goods to their shopping carts.

This is the traditional e-commerce “routine”, with year after year of more complex discount rules, to dissolve the consumer’s understanding of “cheap”. The important thing is not the “cheap” itself, but the price to make you feel the cheapest.

The need to make consumers “stay” for a longer period of time is why pre-sales are divided into rounds, extending the time span of Double Eleven, because only if consumers “stay” long enough will e-commerce sites have a greater chance of selling goods that you don’t need.

However, traditional e-commerce companies are still trying their best to make this happen. From the data, new e-commerce, such as Shakespeare and Ponto, is impacting traditional e-commerce’s active user base and gradient growth.

QuestMobile’s latest September Internet report data show that the new e-commerce spidos have surpassed Taobao’s monthly average use of hours, which is still established in spidos only one main APP, no Alipay, hungry, Gaode map, UC browser diversion.

In the field of short video and other areas, it is reflected in the number of daily live users of the Shakespeare app has exceeded 600 million, completely surpassing the microblogging and other traditional content platforms.

The new e-commerce is more active than traditional e-commerce, on the one hand, because the traditional e-commerce “tricks” failed, on the other hand, is the new e-commerce playbook fits the inner demands of consumers, ultimately because the era of Double Eleven has changed.


“Traffic Anxiety”

Plaguing traditional e-commerce giants

“Lurking” in the double eleven buyers should have found, this year, Tmall double 11 extended 3 days, Jingdong double 11 lasted 27 days, that is, the cat and dog war has been early war.

The motivation behind this is that traditional e-commerce more than ever need to rely on Double Eleven, locking sales in advance is the visible reason, bearded traffic is the invisible reason, the purpose is to block the impact of the shake fast entry.

This is a reflection of the traditional electric business to learn from the “flow” business model, but now the center mall model has been unsustainable, as shopping needs to social, short video and other scenes of migration, goods to find a single model gradually become mainstream.

The “flow in hand, the world I have” was once the traditional electric business rise of the only two doors.

The majority of traditional e-commerce “originated” in the PC era, the business model has become a stereotype, with “wholesale traffic + traffic realization + sale traffic” as the core, the understanding and definition of e-commerce as “traffic × conversion rate”, emphasizing the entrance thinking and centralized thinking, with goods and transactions as the ultimate goal, relying on the ability to trade the wholesale traffic to sell to the business twice.

In the earlier competition between eBay and Taobao, the main battlefield was the advertising market, with eBay monopolizing the advertising of major portals and Taobao covering the advertising of small and medium forums, essentially competing for the channel of “wholesale traffic”. The early competition between Dangdang and Jingdong was also a competition for the wholesale traffic.

The rise of the guide website, such as rebate network, mushroom street, beautiful said, content, community based on traffic, and then traffic to the e-commerce system to cash income.

After the decline of the guide site, the traditional electric business giants will lock eyes on video sites, maps, bicycle sharing and delivery and social media channels, trying to solve the problem of wholesale traffic costs through investment and mergers and acquisitions.

The company is highly dependent on traffic, and traditional e-commerce sites are also facing a “shortage” of traffic.

The above-mentioned cumbersome preferential rules, artificially increase the Double Eleven time span behind the reflection of a reality, that is, the traditional electric business “traffic anxiety” is becoming more and more obvious to the surface.

During this year’s Double Eleven, traditional electric business desperately smashing the flow of the phenomenon is still endless, the elevator advertising bombing is not enough, even microblogging are almost into a guide APP, users no matter how to click always jump to the electric business website, other such as browser, office software, etc. at some point will suddenly jump out of the electric business Double Eleven rush advertising.

All of these are typical features and patterns of wholesale traffic. In essence, this is also a traditional electric business profit model decision, the traditional electric business is essentially the flow of the upside down, selling the “user into transactions” ability, therefore, there will be search ranking products, and then formed “online commercial real estate. “mode.

But the traffic “big top” has now appeared, whether from the giant’s earnings report can see the user growth has touched the ceiling, or from the traditional electric business “gold” flow of channels and ways to gradually narrow and intense.


Traditional e-commerce turns “people” into “traffic.”

New e-commerce treats people as users

“What is a ‘savvy’ person? He knows the price of everything in the world, but he knows nothing of its value.” Oscar Wilde’s quote seems perfect for today to describe the Double Eleven tailgater.

It seems to figure out how to figure out the various weird and wonderful rules of Double Eleven offers, but in reality, counting, consuming thirteen masks and half a bottle of eye cream can not remedy the damage of staying up all night, did not even figure out why exactly to buy.

The reason for this is that the basic model of the wholesale traffic volume leads to the relatively high cost of traditional electric business traffic, therefore, the traditional electric business needs to continuously improve the efficiency of traffic conversion, so that users continue to buy.

This also explains the full reduction coupon, prepaid deposit, “routine” why can continue to exist, wood or improve the user unit price and purchase frequency.

The first thing you need to do is to get a good idea of what you’re looking for and what you’re looking for.

In essence, because the traditional electric business needs to buy the user and flow of the value of maximizing the realization, so there is a “furnace” general existence of the double eleven, concentrating on melting all the traffic.

Why is it that in the world of traditional e-commerce, the consumer is just a tool?

Because of the traditional business model, the consumer is a “flow unit” form of existence, no matter from which channel to get customers, the consumer’s head will be marked with an invisible label – the cost of customer acquisition, and then the algorithm “circled” consumers, and finally alienated into “flow”, and realized.

Sadly, after 12 years of evolution, Double Eleven has morphed from an e-commerce shopping festival into the abuse of consumerism, whether playing workers, tail payment people also strike, and eventually become a tool people.

Fortunately, the era of people alienated into traffic may be in the past. The new algorithm recommendation, social scenario as the entrance to the new electric business abandoned the flow model, the user more as “people”, but also to create a new shopping experience.

The core goal of the former is to operate and sell goods, while the latter is to serve people and meet their needs.

Obviously, the traditional e-commerce is centralized entrance mode, emphasizing the absolute control of merchants, goods and consumers, while the new e-commerce is to the individual user as the core node, emphasizing the satisfaction of user needs, interaction between users, change “people looking for goods” for “goods looking for people”.

The newest addition is the newest one, which is the algorithm and social scenario is sharper and becomes a new hope that is difficult to reach for traditional retailers.