The atmosphere of this year's shopping festival is cold, and the growth rate of product turnover will slow down significantly.The merchant feels that the people's willingness to consume to cool down, and no longer pay attention to the turnover, and will turn to a healthier and sustainable operation.
China ’s annual“ Double 11 ”Shopping Festival has a cold atmosphere this year. In the end, the growth rate of product turnover is expected to slow down significantly, showing that the economic downturn and the employment situation has a serious impact on consumer confidence and demand.
Analysts pointed out that the overall sales data of the "Double 11" will not grow rapidly, but companies will turn to healthier and sustainable operations.
The "Double 11" shopping festival was launched by e -commerce giant Alibaba in 2009, attracting major e -commerce, short videos and social platforms to join, and sales continued to refresh the record.The annual shopping event was covered with shadows.
According to the observation of the joint Morning Post reporter, this year's "Double 11" rarely appeared on the Weibo hot search list, and major platforms have also canceled the "Double 11" party in previous years.
The Chinese government's anti -monopoly and anti -"inside rolls" governance of Internet companies has prompted the platform to adopt a lower -key attitude and support SMEs and agricultural and sideline products in marketing.
Merchants also feel "cooling", and some operators told the Beijing Business Daily that the sales volume of "Double 11" in the past three years will increase by 300 % year -on -year, but this year's overall and flat last year.
Surging News quoted the live broadcast merchants that this year's "Double 11" does not seem to have a sense of atmosphere, and consumers are more rational and cautious than in previous years.
Citi Group predicts that Alibaba's turnover will increase by 0.9 % to 3.6 %, and JD.com will increase by 4.6 % to 8.9 %.Citi Group analysts attribute their weak consumption to China's increasing employment instability and the discounts of platform promotion.
Jia Kun, editor -in -chief of E -commerce Knowledge Platform, said in an interview with Lianhe Morning Post that this year "Double 11" can observe the growth of omnisients, and some video platforms have grown rapidly, but the market data will not have a rapid progress.Growing, "social demand is not very strong, it is very good to maintain."
"Double 11" cooling reflects the decline in the economic downturn and the zero policy of the crown disease, and the people's willingness and confidence are frustrated.In the first three quarters of this year, the Chinese economy increased by 3 % year -on -year, and it is expected that about 5.5 % of the growth target set by the official setting throughout the year is expected.
Affected by the epidemic and control, in April of this year, the survey rate of urban cities and towns once reached a historical high of 6.1 %.In the first three quarters, the average unemployment rate in urban survey was 5.6 %, exceeding the limit of 5.5 % of the Chinese government.
Consumers should treat live shopping carefully
Liu Yuanchun, president of Shanghai University of Finance and Economics, pointed out in an interview published by the WeChat public account of the "China Finance 40" WeChat public account at the end of last month that consumption is the most obvious impact on the epidemic of consumption as a economic slow variable;The impact is in a state of downturn.
Bloomberg report also pointed out that the loss of celebrities with goods anchors also affected the sales of "Double 11".
Live shopping is a new form of consumption in China in recent years, but the government has strengthened its specifications for the live broadcast industry.The Internet "Queen with the goods" Wei Ya and many popular anchors were punished for evasion of taxes; "One brother with the goods" Li Jiaqi also suspected that she had touched the political red offline for several months.
Consumers have become more cautious in live shopping.According to the investigation of 2,000 Chinese consumers, about three -quarters of consumers of 2,000 Chinese consumers said that the consulting company AlixPartners stated that they would watch live broadcasts or purchase goods through the platform, which was lower than 97 % last year; some respondents said that the anchor scandal reduced them.Participation.
Jia Kun believes that the platform and merchants are no longer paying much attention to the turnover, and the platform has innovative social value, such as low -carbon consumption and factory e -commerce; merchants uphold the concept of "survive" and pay more attention to cash flow and profits., User, brand and other indicators.
