Everyone can see the popularity of Double Eleven and Double Twelve in recent years. Here, everyone must have felt that for the same event, why is Double Eleven much more popular than Double Twelve? The following are some related analysis by Lao Gao E-commerce editor on why Double Eleven is much more popular than Double Twelve. The details are as follows:
1. Because Double Eleven was already bleeding before Double Twelve
During this year's Taobao Double 11 event, various Double Eleven red envelopes, live broadcasts and other ways to play them frantically gave Taobao buyers money, and the total transaction amount eventually led to was 120.7 billion yuan. The editor of Laogao E-commerce himself also bought a lot of products on Taobao Double 11 (although many of them are useless). It can really be said to be a big bloodletting.
2. The methods of Double Eleven are better than those of Double Twelve
During this year's Double 11, the water content of major websites was too high, not as true as in previous years. However, Double 11 was popular, and a big factor was caused by an industry trend and consumers' online shopping concept. By Double 12, due to the fact that Double 11 was not long since Double 11, coupled with the influence of goods prices, and the marketing methods of major websites were not as fierce as Double 11, they were not as popular!
3. The strengths of Double Eleven and Double Twelve are very different
As mentioned earlier, the two activities themselves have different positionings, Alibaba's operations have a focus, and the sellers' strength is huge, which will definitely make one more weaker than the other;
Double 11 is an event that has been around for a long time, and Double 12 has only been found in recent years. Double 11 is deeply rooted and has a stronger brand awareness.
4. The interval between the two activities is not long, and the consumers are tired
Taobao's strategy of using activities to bomb promotions has caused a negative effect on itself, which can be said to be that Taobao is not doing its job properly. This kind of activity is like taking stimulants. Once the momentum is over, it will cause fatigue. If you continue to suffer from the poisoning too deeply, you will become a terminal illness.
5. To put it simply, the following factors have affected the activity intensity of Taobao Double 12.
1. The marketing quality of merchants is lower than that of merchants on Double Eleven;
2. Compared with the discount strength of Double Eleven, there is no advantage;
3. The activity interval is short, and consumers' enthusiasm is reduced.
4. The promotion and traffic import strength are insufficient;
VI. Other factors
There are still some imperfections in e-commerce itself, and consumer consumption is becoming more and more rational.
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