Industry News: This year's Double 12 is 'cancelled' and Taobao's Year-End Good Price Festival will officially start at 8 pm on December 9th!

Is Double 12 canceled this year?

As soon as the news came out, it quickly aroused heated discussions among netizens!

A few days ago

Topic 'Taobao cancels Double 12'

It became the first trending topic on Weibo

As of the evening of the 24th, the reading volume reached 500 million!

Although Double 12 does not attract as much attention as Double 11, at the end of each year when merchants are competing for performance, especially clothing stores, there will be clearance prices, and many people will stick around.

Therefore, not long after Double 11, some netizens have been waiting for Double 12 to restock and pick up missing items.

After learning that Taobao canceled Double 12

Netizens who are keen on buying and buying said:

Don't want to be cancelled!

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01

Taobao responds: Double 12 canceled

The 'Taobao Year-End Good Price Festival' will begin

According to the Taobao Merchant Service Hall, this year's 'Double 12' event has been canceled and changed to the platform's large-scale event 'Taobao Year-End Good Price Festival'.

In response, Taobao said that the Taobao Good Price Festival will officially start at 8 pm on December 9. Compared with the 'Double 12' in previous years, the discount intensity, merchant scale, and product scale will be greatly improved. Taobao holds the year-end Good Price Festival, which is a continuation and enhancement of the Good Price Festival.

It is reported that the Taobao Good Price Festival is not a new product. On 618 this year, Taobao Group launched the Taobao Good Price Festival. This is also the first time in the history of Taobao Tmall 618 that an exclusive field and marketing channel has been launched specifically for Taobao merchant ecology. This marketing channel mainly focuses on cost-effectiveness needs, thus attracting more visits and purchases from lower-tier markets and young users to Taotian Group.

Taotian Group said that during the Double 11 flat sales period, the Good Price Festival brought explosive growth to small and medium-sized businesses. Taobao's year-end Good Price Festival is a continuation and enhancement of the Good Price Festival, creating greater growth opportunities for all types of merchants.

In 2011, Taobao launched the 'National Crazy Grab' event on December 12, and the transaction volume on that day reached 4.38 billion yuan. However, in the subsequent development, there was Double 11 in the first place, and various online and offline year-end promotions later. , the momentum of Double 12 has gradually weakened, and Alibaba has not announced the turnover of Double 12 for many years.

Alibaba's financial report shows that in the three months ended September 30, Taotian Group's total revenue was 97.654 billion yuan, a year-on-year increase of 4%.

The financial report shows that this quarter, the number of Taobao APP users, transaction buyers, and order volume continued to grow. 88VIP members showed double-digit growth year-on-year, with the number exceeding 30 million.

02

Let more small and medium-sized businesses stand up

As far as the personal care industry is concerned, despite the blessing of top anchor Li Jiaqi last year, the Double 12 promotion was still deserted. Many people in the personal care industry revealed that 'many brands did not have stock last year' and 'there was no enthusiasm.'

Take Li Jiaqi as an example. Judging from last year's Double 12 promotion data, Li Jiaqi launched a total of 35 personal care products on the evening of December 10, and only 10 products were sold out. During the live broadcast on the 11th, only 25 products were launched. Personal care products, only 7 products are sold out. Compared with Double 11, last year's Double 12 was a tragic event. Regarding last year's Double 12, many brands have gradually become indifferent. Some brands said they would reduce their investment a lot and were basically not optimistic about the data. Some brands said they would not participate in Double 12 because the data in previous years was not consistent. good. It can be seen that the gradual indifference of merchants towards Double 12 may be one of the triggers for Taobao to hold a good price festival during Double 12.

Regarding Taobao's plan to hold a Good Price Festival during Double 12, Nob, the founder of Jiubian Beauty, said that the poor performance of this year's Double 11 data may be an important reason for holding the Good Price Festival this Double 12. Another senior person in the e-commerce industry believes that this is a signal of the downgrade of Double 12. 'Only by downgrading, Double 12 will not be the Matthew effect of leading players.' As industry insiders say, with the years of development of major promotions such as Double 11 and Double 12, 'it's just a game for top brand players' has become the perception of more and more industry insiders. High promotional fees and huge discounts have a very high threshold for small and medium-sized merchants, making it difficult for them to profit from them.

  In this regard, some service providers confessed to the media that Taobao's sales have been shrinking in the past two years, making it difficult for small and medium-sized merchants to increase their sales. Douyin live broadcasts tend to be impulsive consumption. Merchants may only sell 1 on the first day, but their sales may suddenly explode the next day. Although it is expensive to drop, there is still a chance of becoming popular, and this situation is rare on Taobao.
  Since this year, Taobao has obviously realized this and has shown unprecedented strength in supporting small and medium-sized businesses. During Double 11, Taobao invested more than 2 billion in cash subsidies for small and medium-sized merchants and held a good price festival. In addition, Taobao has also established a small and medium-sized enterprise development center to elevate its support for small and medium-sized businesses and low-price supply to a strategic level. According to Taotian Group's public statement, Taobao has added 5.12 million new merchants in the past year, of which about 1 million came from a low-price e-commerce platform.

It can also be seen from the above introduction of Taobao that supporting small and medium-sized merchants is part of the Double 12 strategy, and it is also another major measure after the success of supporting small and medium-sized merchants on Double 11. However, in addition to the difficulty for small and medium-sized merchants to participate, the rise of platforms such as Douyin, Kuaishou, and Xiaohongshu has also brought an unprecedented sense of crisis to Taobao.
  In fact, as a strong competitor of Taobao, Douyin is also constantly making efforts to support small and medium-sized businesses. Especially during this year's 'Double Eleven' period, Douyin e-commerce invested over 100 billion in traffic resources in shelf scenes and content scenes, focusing on domestic brands and small and medium-sized merchants in industrial belts to help them expand more space for sales increments. While activating the consumer market, it also helps physical enterprises and merchants improve quality and efficiency.
  Regarding the competition between platforms, Taobao and Tmall platforms will face increasing challenges. The increase in platform traffic has dried up, Taobao traffic has been diluted by live broadcast e-commerce and interest e-commerce, and Douyin has become a triple combination of product, effect and sales. One platform'. A senior e-commerce person who has operated many leading anchors said, 'Tmall's personal care products will only become more and more difficult, and the 'cake' will be divided up by Douyin, Xiaohongshu and other channels.'

03

Morning news

In fact, whether it is 618, or double 11 and double 12, it has become an indisputable fact that the appeal of businesses and consumers has gradually declined.

Taking this year's double 11 as an example, in this year's double 11 promotion strategy, Tmall, Tiktok, Kuaishou and other platforms are still giving huge subsidies and investing in massive traffic support, of which the 'low price' strategy has returned again, becoming the most focused selling point of the double 11 promotion of platforms such as Tiktok, Kuaishou and Jingdong this year. However, some people in the industry frankly, 'go round and round, the focus of the major e-commerce platforms fighting this year once again returned to' low price ', but from the phenomenon of Li Jiaqi double 11 first day of protection sales performance year-on-year decline, 'low price' seems to have met an unprecedented test. '

In addition to being tested in terms of price, the not optimistic macro environment has made consumers' purchasing power decline. In addition to Taobao's big action in the double 12 promotion, this year's double 12 promotion activities on the Tiktok platform are also in full swing.

According to public reports, Tiktok e-commerce recently officially held the Tiktok Mall double 12 good thing Festival investment conference, announced this year's double 12 activity rhythm, registration rules and core gameplay, which in this year's Tiktok Mall double 12 good thing festival 'cross-store every full reduction' activity, the platform launched a 'every full 150 minus 20' full reduction mechanism, To a certain extent, it reduces the threshold for consumers to participate in the bill.

In 2012, Taobao first opened the wind and put forward the double 12 promotion, followed by major e-commerce platforms. Nowadays, in the context of declining data and increasingly cold attitudes of consumers and merchants, Taobao has taken the initiative to carry out major reforms on double 12, or it has proved that the golden era of great promotion is quietly leaving. Facing the future, how to find their own opportunities in the crisis tests the wisdom of major e-commerce platforms, and also determines the future e-commerce landscape.