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From public extravaganza to intimate comfort and self-satisfaction... China's "Double-11" in 2022



๐˜๐˜ณ๐˜ฐ๐˜ฎ ๐˜ฑ๐˜ถ๐˜ฃ๐˜ญ๐˜ช๐˜ค ๐˜ฆ๐˜น๐˜ต๐˜ณ๐˜ข๐˜ท๐˜ข๐˜จ๐˜ข๐˜ฏ๐˜ป๐˜ข ๐˜ข๐˜ฏ๐˜ฅ ๐˜ข๐˜ฑ๐˜ฑ๐˜ฆ๐˜ข๐˜ณ๐˜ข๐˜ฏ๐˜ค๐˜ฆ ๐˜ธ๐˜ช๐˜ต๐˜ฉ ๐˜จ๐˜ณ๐˜ข๐˜ฏ๐˜ฅ ๐˜ด๐˜ข๐˜ญ๐˜ฆ๐˜ด ๐˜ฏ๐˜ถ๐˜ฎ๐˜ฃ๐˜ฆ๐˜ณ ๐˜ค๐˜ณ๐˜ถ๐˜ฏ๐˜ค๐˜ฉ๐˜ช๐˜ฏ๐˜จ ๐˜จ๐˜ข๐˜ญ๐˜ข๐˜ด

๐˜ต๐˜ฐ โ€˜๐˜ช๐˜ฏ๐˜ต๐˜ช๐˜ฎ๐˜ข๐˜ต๐˜ฆโ€™ ๐˜ญ๐˜ช๐˜ท๐˜ฆ ๐˜ด๐˜ต๐˜ณ๐˜ฆ๐˜ข๐˜ฎ๐˜ช๐˜ฏ๐˜จ ๐˜ฆ-๐˜ค๐˜ฐ๐˜ฎ๐˜ฎ๐˜ฆ๐˜ณ๐˜ค๐˜ฆ ๐˜ด๐˜ฆ๐˜ด๐˜ด๐˜ช๐˜ฐ๐˜ฏ๐˜ด ๐˜ธ๐˜ช๐˜ต๐˜ฉ ๐˜ง๐˜ฐ๐˜ค๐˜ถ๐˜ด ๐˜ฐ๐˜ฏ ๐˜ค๐˜ฐ๐˜ฎ๐˜ง๐˜ฐ๐˜ณ๐˜ต, ๐˜ฆ๐˜น๐˜ฑ๐˜ฆ๐˜ณ๐˜ช๐˜ฆ๐˜ฏ๐˜ค๐˜ฆ ๐˜ข๐˜ฏ๐˜ฅ ๐˜ด๐˜ฆ๐˜ญ๐˜ง-๐˜ด๐˜ข๐˜ต๐˜ช๐˜ด๐˜ง๐˜ข๐˜ค๐˜ต๐˜ช๐˜ฐ๐˜ฏโ€ฆ

๐˜ข ๐˜ต๐˜ถ๐˜ณ๐˜ฏ๐˜ช๐˜ฏ๐˜จ ๐˜ฑ๐˜ฐ๐˜ช๐˜ฏ๐˜ต ๐˜ช๐˜ฏ ๐˜ธ๐˜ฐ๐˜ณ๐˜ญ๐˜ฅโ€™๐˜ด ๐˜ญ๐˜ข๐˜ณ๐˜จ๐˜ฆ๐˜ด๐˜ต ๐˜ฆ-๐˜ค๐˜ฐ๐˜ฎ๐˜ฎ๐˜ฆ๐˜ณ๐˜ค๐˜ฆ ๐˜ด๐˜ข๐˜ญ๐˜ฆ๐˜ด ๐˜ง๐˜ฆ๐˜ด๐˜ต๐˜ช๐˜ท๐˜ข๐˜ญโ€ฆ


While the more than 20% annual growth numbers since the first ๐—ฑ๐—ผ๐˜‚๐—ฏ๐—น๐—ฒ-๐Ÿญ๐Ÿญ ๐—ผ๐—ป๐—น๐—ถ๐—ป๐—ฒ ๐˜€๐—ฎ๐—น๐—ฒ๐˜€ ๐—ณ๐—ฒ๐˜€๐˜๐—ถ๐˜ƒ๐—ฎ๐—น in 2009 are over, according to research center Syntun, the total cumulative sales of e-commerce and live stream platforms were more than 1100 billion yuan (about USD 155 billion) this year up 17% from 2021.


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China's Singles' Day (ๅ…‰ๆฃ่Š‚) or "Double 11" (ๅŒๅไธ€) is world's largest e-commerce shopping festival in early November every year with the grand finale on November 11, China's singles day. The e-commerce festival was held first time in 2009 by Alibaba with only 27 merchants. Today, the event includes 100,000's of brands and 100's of millions of consumers (inside and outside of China) buying products.

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Remarkably, most of this year's growth has been accounted to a 145% sales growth by #livestreaming sales sessions while the โ€˜traditionalโ€™ #ecommerce platforms made an overall โ€˜modestโ€™ 3% growth with #TMall (Alibaba) ranking first, followed by #JD and #Pinduoduo (source Syntun). Exact sales numbers were not revealed in contrast with previous years.




The product category winners this year were comfort products such as kitchen and house appliances and toys; experience products as camping/outdoor gears and clothing; and โ€˜self-satisfactionโ€™ products as jewelry, health foods and supplements, alcoholic beverages and pet foods. Categories at the tougher end during this yearโ€™s double 11 were among others the beauty, telecom (smartphones), luxury brands and automotive sectors.


This shift in product categories, along with the slowing down and direction of the economy and the strong growth of live streaming in comparison with traditional e-commerce explain a change in consumer behaviours moving toward needs of more self-satisfaction, experience and comfort; slightly shifting from competitive-edged consumer behaviours in appearance and status.




๐˜ˆ ๐˜ฏ๐˜ฆ๐˜ธ ๐˜ฆ๐˜ฑ๐˜ช๐˜ด๐˜ฐ๐˜ฅ๐˜ฆ ๐˜ธ๐˜ช๐˜ต๐˜ฉ ๐˜ฏ๐˜ฆ๐˜ธ ๐˜ฐ๐˜ฑ๐˜ฑ๐˜ฐ๐˜ณ๐˜ต๐˜ถ๐˜ฏ๐˜ช๐˜ต๐˜ช๐˜ฆ๐˜ด, ๐˜ค๐˜ฉ๐˜ข๐˜ฏ๐˜จ๐˜ฆ ๐˜ช๐˜ด ๐˜ต๐˜ฉ๐˜ฆ ๐˜ฐ๐˜ฏ๐˜ญ๐˜บ ๐˜ค๐˜ฐ๐˜ฏ๐˜ด๐˜ต๐˜ข๐˜ฏ๐˜ต ๐˜ช๐˜ฏ ๐˜Š๐˜ฉ๐˜ช๐˜ฏ๐˜ข ๐˜ข๐˜ฏ๐˜ฅ ๐˜ต๐˜ฉ๐˜ฆ ๐˜Š๐˜ฉ๐˜ช๐˜ฏ๐˜ฆ๐˜ด๐˜ฆ ๐˜ฎ๐˜ข๐˜ณ๐˜ฌ๐˜ฆ๐˜ตโ€ฆ



#D11 #double11 #chinamarket #chinesemarket #chinaretail #chineseconsumers #newchina #china2022

Source video : Kuaishou ๅฟซๆ‰‹ 2425870548

Header picture : Weibo



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