There is no doubt that as long as the e-commerce industry still exists, Double Eleven will continue year after year, and perhaps the Double Eleven in the future will continue to set new records. However, after 12 years of Double Eleven, innovation and reform are urgently needed to bring real value increment to related industries and participants such as merchants, users and logistics. Cheng Li, CTO of Alibaba Group, said: "We prefer to use eleven years as a cycle for Double Eleven." That is to say, Double Eleven in 2020 is a new cycle. In the new cycle, it is yet to be seen where Double Eleven will go. However, from the current situation, it may be worth starting from the following aspects to carry out reform and innovation.
First of all, a simple and direct discount method is the marketing method that best meets the expectations of consumers. According to QuestMobile data, in this year's Double Eleven, users are more willing to choose to receive coupons and collect full discounts in various ways of playing, such as receiving coupons, placing orders with full b2b data discounts, and time-limited purchases, and pre-sale. In these two ways, 82% of orders were placed with coupons, and 65.6% of orders were made when they were full. For consumers, whether it is to receive a coupon or to make a full discount, it is the easiest, and the system can directly deduct the preferential method.
From this, we can also see that simple and frank rules can make consumers more enthusiastic to participate. Secondly, from the price competition to the experience, it is an inevitable development trend of Double Eleven. On the surface, the complaints about Double Eleven this year are complaints about complicated rules, but at a deeper level, more and more people are unwilling to spend time to save money. When the price of fighting can no longer impress users, the experience of fighting will become the common choice of the platform. In addition to simplifying the rules to optimize the experience of consumers in the shopping process, the platform can also improve the shopping experience from logistics, customer service and other after-sales services.