Over 11 years, Double 12 has shifted from a user-merchant interaction focus to a supplementary positioning, primarily centered on Gross Merchandise Value (GMV).
The festival's decline is attributed to an overemphasis on GMV, resulting in user attention decline and oversupply, exacerbated by a slower-growing e-commerce market and frequent shopping festivals.
Taobao and Tmall's strategy shift has positioned the year-end Good Price Festival as a replacement for Double 12, emphasizing support for small and medium-sized businesses.
Platforms, especially Alibaba, are adopting low-price strategies due to Pinduoduo's success in affordable consumption, intensifying the price war.
The Taobao Good Price Festival, starting on December 9, enhances discount intensity, merchant scale, and product scale, focusing on year-end shopping needs and offering more choices.
Consumer behavior has become more rational during Double 12 and the New Year Festival, with concerns about delayed Double 11 deliveries impacting enthusiasm.
Extended promotions like Double 11 have overdrafted consumer psychology and finances, making merchants feel that promotions are less lucrative.
Douyin and Kuaishou's attention to shelf e-commerce signals growing opportunities for small and medium-sized businesses.
In the mobile internet era, consumers make purchasing decisions based on comparing prices and quality across multiple platforms, opting for the best value for money.
Block D, Chengdu, Jiaozi Financial Technology
Center, Sichuan 四川省成都市武侯区交子金融科技中心D栋
Marketing： +972505766198
Support： +86 15108206500
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Block D, Chengdu, Jiaozi Financial Technology Center, Sichuan
Marketing: +86 15608051987
Support： +86 15108206500
Info@up2china.com
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