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当前位置:100EC>B2C动态>【电商快评】12年轮回 复盘双11:利弊参半 愿“天下无双十一”

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【电商快评】12年轮回 复盘双11:利弊参半 愿“天下无双十一”
网经社发布时间:2020年11月20日 08:48:38

(WANGJINGSHEXUN)ZHANZAI12NIANLUNHUIGUANKOUSHANGDE“SHUANG11”HUODONGLUOXIAWEIMU。ZAIZAOJIUXINGYEKUAISUFAZHAN,TUIDONG“GUOHUOCHAO”JUEQI,XIANSHANGXIANXIALINGSHOULIANDONGFAZHAN。TONGSHI,SHUJU“ZHUSHUI”、CUXIAO“TAOLU”、SHUADANZHIXIAN、SHOUHOUBUJIADENGSHENGYIN“BUJUEYUER”,KEWEISHI“LIBICANBAN”。BENWENWOMENJIANGCONGLINGSHOUYE、ZHIZAOYE、KUAJINGYE、WULIUYEHEFUWUYEDENGFANGMIANFENXISHUANG11“QIDALIHAO”HE“QIDABIDUAN”,QIWANGWEILAI“SHUANG11”NENGGOUJIANKANGDECHANGTAIHUAFAZHAN。

QQ图片20201120131344.jpg

12年淬炼迎来“七大利好” 

LIHAO1:ZHESHEXIAOFEIQIANLI TUIDONGGUONEIGUOJI“SHUANGXUNHUAN”GEJUDEGOUJIAN

LIHAO2:DIANSHANGKUODA“DIPAN” DAIDONGXIANXIALINGSHOUGONGTONGFAZHAN

LIHAO3:WULIUQIYEYING“GAOGUANGSHIKE” DAOBIXINGYECHUANGXINFAZHAN

LIHAO4:QIANGZHANSHIJI ZHULIKUAJINGDIANSHANGDAKAIJUMIAN

LIHAO5:ZAOJIUXINYETAIFAZHAN DAIDONGSHEHUIJIUYE

LIHAO6:TUIDONG“GUOHUOCHAO”JUEQI RANGPINZHISHENGJI

LIHAO7:CIJISHANGJIAXIAOLIANG BANGZHUXIAOHUAKUCUN

 “七大弊端”需深思  

BIDUAN1:GMVYOUSHUIFEN GAOCHENGJIAOEXIADE“XUJIAFANRONG”

BIDUAN2:KUANGHUANBEIHOU ZHONGXIAOSHANGJIALUCHUPITAI ZHUANQIANCHENGYI

BIDUAN3:“DUOSHOUDANGMEN”DEANRANSHENSHANG XIAOFEIJINRONGDESIKAO

BIDUAN4:QIANYIXUANXIAODEKUANGHUAN XIAOFEI“TAOLU”CENGCHUBUQIONG

BIDUAN5:39.65YIJIANKUAIJIANLIANGBEIHOU:“KUAIDILAJI”CHENGNANTI

BIDUAN6:AOYE“MAIMAIMAI” LINGCHEN“PEISONG” “BUJIANKANG”DEGUAIXIANG

BIDUAN7:YOUHUIQUAN、HONGBAO“MANTIANFEI” FEILIXINGXIAOFEIXIADE“DUNHUOJINGJI”

今年“双11”促销活动依旧激烈,京东、苏宁易购、天猫等电商平台,抖音、快手、蘑菇街等直播电商,小米、小狗吸尘器、完美日记、三只松鼠、良品铺子等品牌电商,丽人丽妆、宝尊电商、壹网壹创等电商代运营公司纷纷晒出“亮眼”双11成绩单。(详见网经社双11专题 http://tttfamily.com/zt/20s11/)

“JINNIANSHUANG11ZHENDEBUXINGLEMA?”“MEIYOURENCOURENAOMAIMAIMAILEBA?”......JINGUANMEINIANDOUYOURENCHANGSHUAI“SHUANG11”,DANGEJIASIHUDOUZAIDAZHONGDEZHIYISHENGZHONG“WANQIANG”DISHIXIANLECHENGJIAOEZHENGXIANGZENGZHANG。JUWANGJINGSHE“DIANSHUBAO”()DIANSHANGDASHUJUKUXIANSHI,2020NIANSHUANG11QUANWANGJIAOYIEBIJIN8600YIYUAN,TONGBIZENGZHANG43.3%,YUWANGJINGSHECIQIANYUJI8567.4YIYUANSHIFENJIEJIN。CIWAI,JINNIANSHUANG11TIANMAOJIAOYIEDA4982YIYUAN,TONGBIZENGZHANG85.62%,ZHANQUANWANGJIAOYIEDE57.93%;JINGDONGJIAOYIECHAO2715YIYUAN,TONGBIZENGZHANG32.82%,ZHANQUANWANGJIAOYIEDE31.57%;ZHEILIANGDATOUBUPINGTAIJIAOYIEZHANQUANWANGJIAOYIEDE89.5%,“GUATOUXIAOYING”MINGXIAN。

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ZAIQUANQIUYIQINGSHANGWEIJIESHUDEBEIJINGXIA,“SHUANG11”ZHESHECHULEZHONGGUOJUDADEXIAOFEIQIANLI,YONGHUGOUMAILIYIJIUQIANGJING;“XIAODIAN”BIANSHEN“PINPAI”,TUIDONG“GUOHUOCHAO”JUEQI;XIANSHANGXIANXIALINGSHOULIANDONGFAZHANDENGDENG。DANSHISHUJU“ZHUSHUI”、CUXIAO“TAOLU”、SHUADANZHIXIAN、SHOUHOUBUJIADENGSHENGYIN“BUJUEYUER”。CHUCIZHIWAI,“SHUANG11”QIJIAN,JIANGUANBUMENMIJICHUTAIDUOXIANGXINGUI,ZHIZAIJINYIBUJIEJUEWANGGOUDEGEXIANGWANJI。

SHUANG11FAZHANDELUOJIQISHIHENJIANDAN——PINGTAIYAOLIULIANG、SHANGJIAZHENGXIAOLIANG、YONGHUXUSHIHUI。JINNIANDE“SHUANG11”YIGUIYUPINGJING,MINGNIANSHIFOUCHIXU“FANRONG”?GUANJIANHAISHIHUIGUILIXING——PINGTAIHEGUI,SHANGJIASHIZAI,YONGHUCAIHUIMAIDAN。WEICI,TOUGUOCUILIAN12NIANDESHUANG11ZAOJIUXINGYEKUAISUFAZHAN,XIANSHANGJINGJIXIAOFEIDEJUDAQIANLI,TONGSHI,WEI“LIANGBIAN”ER“WUXUSHENGZHANG”SUODAILAIDEXINGYE“YINHUAN”HEXIAOFEI“LUANXIANG”。KEWEISHI“LIBICANBAN”,WOMENYEXIWANGWEILAI“SHUANG11”NENGGOUJIANKANGDECHANGTAIHUAFAZHAN。

一、“双11”千亿成交额屡创纪录 12年淬炼迎来“七大利好”

LIJING12GENIANTOUDE“SHUANG11”DIANSHANGGOUWUJIEFAZHANZAOYI“CHENGSHU”,HUIJIGEXINGGEYE。WANGJINGSHEJIANGLINGSHOUYE、WULIUYE、KUAJINGYESANGEXINGYEYIJIXINYETAI、XINPINPAI、SHEHUIJIUYE、XIAOFEIQIANLIDENGFANGMIANJIANGSHU“SHUANG11”FAZHANLIHAO。

利好1:电商扩大“地盘” 带动线下零售共同发展

WANGJINGSHEDIANZISHANGWUYANJIUZHONGXINTEYUEYANJIUYUANCHENHUDONGRENWEI,“SHUANGSHIYI”CHENGWEIZHONGDUODIANSHANGFENQIANGSHICHANGDANGAODEZHONGYAOQIJI。YINCIZHONGDUODIANSHANGMAOZUJINGZAOSHI、BEIZHAN,JIEZHUSHUANG11QIJIKUODAZISHENDIPAN,XIYINGENGDUOXIAOFEIZHE,TISHENGZHUANHUALV。JINNIANSHUANG11DIANSHANGTUICHUDEWANFAYOU:BAIYIBUTIE、XIAOFEIQUAN、XIANJINBUTIE、XIANJINHONGBAO、YOUHUIQUANDIEJIA、YOUXIHUDONGDENG,LEIJIBUTIEJIN1000YI。TONGGUOGELEIWANFAYOUZHUYUZENGQIANGDIANSHANGZAIPINPAISHANGJIAFANGMIANDEXIYINLI,CONGERXINGCHENGPINGTAIWAIBUHEZUOPINPAI、SHANGJIACENGMIANDELIANGXINGHEZUO。

LINGWAI,SHUANG11QIJIAN,ZHIFUBAOSHOUCITUICHU“CHENGSHISHENGHUOKUANGHUANJIE”,LAIZIELEME、FEIZHUDENGPINGTAIDE200WANSHANGJIATUICHU5ZHEHUODONG,TIGONGBAOKUOCANYIN、JIULV、YULE、YIMEIDENGZAINEIDEFENGFUXIANXIAXIAOFEIGONGJI。JINGDONGYETUICHU“QUANQUDAOWANDIANJIANIANHUA”HUODONG,JINGDONGQUANQUDAOSHENGTAIXITONGFUGAIDEJIN100WANJIAMENDIANCANYUQIZHONG。SHUANG11YEDAIDONGLEXIANXIALINGSHOUDEGONGTONGFAZHAN。

利好2:物流企业迎“高光时刻” 倒逼行业创新发展

JUGUOJIAYOUZHENGJUSHUJUJIANCEXIANSHI,CONG11YUE1RI-11RI,QUANGUOYOUZHENG、KUAIDIQIYEGONGCHULIKUAIJIAN39.65YIJIAN,QIZHONG11YUE11RIDANGTIANCHULIDEKUAIJIANDADAO6.75YIJIAN,TONGBIZENGZHANG26.16%。CAINIAO JINGDONG SUNING SITONGYIDAGENGSHIFENFEN“SHUAXINJILU”。

图片3.png

(WANGJINGSHEZHU:TUPIANCAIJIZIGUOJIAYOUZHENGJU)

WANGJINGDIANZISHANGWUYANJIUZHONGXINFALVQUANYIBUFENXISHIMENGHUIXINBIAOSHI,MEINIAN“SHUANG11”DUIYUKUAIDIRENERYAN,SHIYINIANZHONGZUIFANMANGDESHIKE,DANZHEIYECUSHIWULIUQIYETISHENGQIYEYEWUSHIYINGNENGLI,SHENGENGYITUOZHINENGJISHUTUIDONGGAOXIAOYUNZHUANDENENGLI,DAOBIQIYECHUANGXINFAZHAN、FUWUJIASUPIPEI。YUCITONGSHI,SUIZHESHUANG11DIANSHANGPINGTAIBUDUANXIACHEN,DAIDONGLEKUAIDIQIYEDUIXIANGZHENWANGLUOJIANSHE,NONGCUNWANGDIANBUDUANFUGAI,TUIDONGNONGCUNKUAIDIDEFAZHAN。

利好3:抢占时机 助力跨境电商打开局面 

BENCISHUANG11,JINGDONGGUOJI、TIANMAOGUOJI、KAOLAHAIGOU、VTNDENGJINKOUKUAJINGDIANSHANG,Lazada、QUANQIUSUMAITONG、ShopeeDENGCHUKOUKUAJINGDIANSHANGHUODEJIAJI。WANGJINGSHEDIANZISHANGWUYANJIUZHONGXINWANGLUOLINGSHOUBUZHUREN、GAOJIFENXISHIMODAIQINGBIAOSHI,“SHUANG11”WEIJINKOUSHANGPINJINRUZHONGGUOSHICHANGDAKAILEJUMIAN,LIANJIELEGUONEIWAISHICHANG,BUJUSHICHANGDEYOULISHIJI。TONGSHIYEWEIGUONEIPINPAI“CHUHAI”,DATONGGUOJISHICHANGDAILAIJIYU。

WANGJINGSHEDIANZISHANGWUYANJIUZHONGXINB2BYUKUAJINGDIANSHANGBUZHUREN、GAOJIFENXISHIZHANGZHOUPINGRENWEIQUANQIUYIQINGYINGXIANGXIA,WANGGOUCHENGWEILEZHONGDUOHAIWAIXIAOFEIZHEDEXIAOFEIQUDAO,JIAZHISHUANG11DACUDEDIJIARANGLI,SHIBIJIANGCIJIWANGGOUXUQIUZAIDUANQINEIDEJIZHONGBAOFASHIZENGZHANG。

利好4:造就新业态发展 带动社会就业  

“‘SHUANG11’DIANSHANGGOUWUJIEDEFAZHANLICHENGBUJINSHIDIANSHANGXINYETAIMOSHIFAZHANDE‘SUOYING’,GENGSHIDAIDONGSHEHUIJIUYEDE‘ZHUTUIJI’。”MENGHUIXINBIAOSHI,LIJINGDI12GENIANTOUDE“SHUANG11”DIANSHANGCUXIAOHUODONG,CONGTESHUYUTAOBAO、TIANMAODEPINGTAICUXIAOHUODONGZHUJIANYANBIANWEIQUANWANGDIANSHANGPINGTAIDEDIANSHANGGOUWUJIE,GUIMOZHENRONGZHUBUZHUANGDA,XIAOFEIQUNTIDUOYANGHUA,WANFAGENGSHIBUDUANTUICHENCHUXIN。SUIZHEHULIANWANGXIAOFEIMOSHI、XIAOSHOUXUANCHUANFANGSHIYEBUDUAN“GENGXINDIEDAI”,ZAOJIULESHEJIAOPINGOU、ZHIBODAIHUO、XIAOFEIFANXIANDENGXINYETAIDEFAZHAN,ZAIYIDINGCHENGDUSHANGDAIDONGSHEHUIJIUYE。

图片4.png

(WANGJINGSHEZHU:TUPIANCAIJIZILIJIAQIZHIBOJIAN)

MODAIQINGJINERZHICHU,SHUANG11CONGYIWANGDANCHUNDEXIANXIAGOUWUYANSHENGCHUZHIBODAIHUODENGQUANXINMOSHI。ZHIBOYIJINGCHENGWEIDIANSHANGDE“BIAOPEI”,SHANGJIADE“XINJIJIAN”。XINDEMOSHIYUJIAZHUAZHUXIAOFEIZHEXINLI,JINYIBUSHIFANGXIAOFEIQIANLI,ZUIZHONGXINGCHENGZHUANHUALV。WEILAISHUANG11HAIJIANGDAIDONGGENGDUOXINMOSHIDECHANSHENG,CHUANGZAOCHUGENGDUOJIHUI,DAIDONGXIANSHANGXIANXIACHANYEDEGONGTONGFAZHAN。

利好5:推动“国货潮”崛起 让品质升级  

MODAIQINGBIAOSHI,GUOHUOJUEQICHENGWEINEIXUNHUANXIAOFEIDEZHONGYAOLUXIAN,BINGQIESHOUDAONIANQINGXIAOFEIZHEDEZHUIPENG。JINNIANSHUANG11.MEIDE、HAIER、GELI、XIAOMI、XIAOGOUDIANQIDENGJIADIAN3CPINLEI,WANMEIRIJI、HUAXIZI、XIAOAOTING、colorkeyDENGMEIZHUANGPINLEIQUDEBUSUCHENGJI。QIZHONG,XIAOMISHUANG11ZHONGGUOQUQUANQUDAOZONGZHIFUJINECHAOGUO100YIYUAN;WANMEIRIJIKAICHANG31FENZHONGXIAOSHOUEPO5YI;XIAOGOU28FENZHONGQUANWANGXIAOSHOUEPOYI。SUIZHEZHONGGUOZHIZAOYESHENGJI、NIANQINGYIDAIXIAOFEIGUANNIANDEBIANHUA,YETUIDONGZHEGUOHUOJIASUJUEQI。

网经社电子商务研究中心特约研究员、海南职业技术学院经管学院副教授刘俊斌也表示,以小米公司领衔的450家品牌销售过亿,其中小米线上线下达到143亿,亿元品牌团的阵容扩大,反应了消费者对品质商品的追捧,符合对美好生活追求的主旋律。
利好6:折射消费潜力 推动国内国际“双循环”格局的构建 

11YUE1RIZHI11RIDACUQIJIAN,JINGDONG11.11QUANQIUREAIJILEIJIXIADANJINECHAO2715YIYUAN,TONGBIZENGZHANG32.82%。11TIANMAOZUIZHONGZONGCHENGJIAOE4982YIYUAN,TONGZENGZHANG85.62%。QITADIANSHANGPINPAIYEFENFENSHUACHUXINJILU。

WANGJINGSHEDIANZISHANGWUYANJIUZHONGXINWANGLUOLINGSHOUBUZHUREN、GAOJIFENXISHIMODAIQINGRENWEI,JINNIANSUIRANYIQINGFANGKONGXIADESHOUGESHUANG11,DANYONGHUXIAOFEIREDUYIRANBAOCHIGAOZHANG,GOUMAILIQIANGJING。SHUANG11DEXIAOFEIRECHAOJIANGWEIGUONEISHICHANGHUINUANDAILAIGENGDUOJIJIYINSU。“SHUANG11”TUIDONGLEYIGUONEIXUNHUANWEIZHU、GUONEIGUOJISHUANGXUNHUANXIANGHUCUJINDEXINFAZHANGEJUDEGOUJIAN。

利好7:刺激商家销量 帮助消化库存  

MODAIQINGBIAOSHI,DUIYUDABUFENSHANGJIALAISHUO,618DACUJIESHUHOU,JIUJIJIBEIZHAN“SHUANG11”。SHANGJIALIYONGZHEIDUANSHIJIANJINXINGBEIHUO、YOUHUAKUCUN,JIANQINGZIJINZHOUZHUANYALI。JINNIANSHOUDAOYIQINGYINGXIANG,SHANGJIAMIANDUIDALIANGKUCUNJIYANANTI。JIEZHUSHUANG11ZUOCUXIAOKUANGHUANJIE,SHANGJIAZOULIANGPAODAN,DAIDONGXIAOLIANGTISHENG,CONGQIDAOQUKUCUNDEXIAOGUO。JIASHANGJINNIANTIANMAOSHUANG11YOULIANGBOYUSHOUQI,FENBIESHI11YUE1RIYU11YUE11RI,ERJINGDONG、SUNINGYIGOUYETIQIANQIDONGSHUANG11。DUIYUSHANGJIALAISHUOYOUCHUANGKOUQIKEYIJINXINGBEIHUO,YOUHUAZIJIAKUCUN。

二、数据“注水” “套路”难防 “七大弊端”需深思

SHIWUFAZHANYOULIYOUBI,DANGWOMENKANDAO“SHUANG11”XIAOFEIDAIDONGDELIHAO,QIZHONGYEYOUSUOQUEXIAN。WOMENJIANGCONGCHENGJIAOE、CONGYEZHE、XIAOFEIZHEYIJIYANSHENGCHUDEXIAOFEILUANXIANG、KUAIDILAJI、TIQIANXIAOFEIDENGFANGMIANJIANGSHU“SHUANG11”FAZHANLIHAO。

弊端1:GMV有水分 高成交额下的“虚假繁荣” 

“SHUANG11”ZHIQIANJIAO“CHIBIDAIGOU”,RANHOUJINGGUO“XIAOFEIYUZHI”,ZHIHOUJIAO“XIAOFEITOUZHI”,BINGQIEJIZHONGCHENGXIANCHUXIANXIAXIANGXIANSHANGKUAISUZHUANYIDEXIAOFEIXIANXIANG。MODAIQINGBIAOSHI,SHUANG11CHENGJIAOEHUALISHUZIBEIHOUXUYAOLIXINGKANDAI。GEDADIANSHANGPINGTAIGONGBUDEZHANBAOSHI11TIANSHENZHISHIGENGZHANGSHIJIANDELEIJIJINE,BINGQIEDADUOGONGBULE11YUE12RILINGDIANGUOHOUBANXIAOSHIDAOYIXIAOSHIDESHUJU,ZHEIGEYESHISHUJUJIYAHOUDEJIEGUO。CHENGJIAOESHIZHIXIADANLIANG,SHIJIYINGGAIKOUCHUWEIZHIFULIANG、TUIHUOLIANG、SHUADANLIANGDENG,JICHUSHUIFENYIHOUCAISHIZHENSHIDEGMV。YINCI,DUIYUSHUJUWOMENHAIXUYAOJICHUSHUIFENHOU,ZHENSHIKANDAI。(ZHENSHICHENGJIAOE=CHENGJIAOE(GMV)-WEIZHIFULIANG-TUIHUOLIANG-SHUADANLIANG)

微信图片_20201120130402.jpg

(WANGJINGSHEZHU:TUPIANCAIJIZIZHONGXINWANG)

弊端2:狂欢背后 中小商家露出疲态 赚钱成疑

MODAIQINGRENWEI,SHUANG11FANRONGXIA,DUIYUYIXIEZHONGXIAOSHANGJIALAISHUONEIXINSHIMAODUNFUZADE。TAMENJIXIWANGTONGGUOSHUANG11TISHENGXIAOLIANGHEYINGXIANGLI,DANSHILIULIANGCHENGBENDUITAMENLAISHUOYALIYEHENDA。PINGTAISOUSUO、LIULIANGDENGHUIQINGXIANGDAPINPAI,MEINIANDEYINGXIAOMOSHIHECUXIAOHUODONGRANGZHONGXIAOSHANGJIAXIANLUPITAI,ZHUJIANLUNWEIPEIPAOJIAOSE。

图片6.png

(WANGJINGSHEZHU:TUPIANCAIJIDIYICAIJING)

LINGWAIDUIYUSHANGJIALAISHUO,TUIHUOWUYISHI“ZHIMING”DE。DALIANGTUIHUOHUIDAOZHIKUCUNWENTIDECHANSHENG,YUANBENSHANGJIAXIWANGTONGGUOSHUANG11NENGGOUDADAOQINGKUCUNDEXIAOGUO,ZHEIYANGYILAIFANERQIDAOFANXIAOGUO。JIASHANGJINNIANSHUANG11YUSHOUSHIJIANTIQIAN,BINGQIEFENDUANSHIJIANJINXING,ZHEIJIUDAOZHISHANGJIACHAOLIANGBEIHUO,YINCIKUCUNHENNANXIAOHUA。

JINNIANZHIBODAIHUOSHISHUANG11DEYIDATEDIAN。SHANGJIAMENYEBUGANLUOHOU,FENFEN“RUKENG”。DANSHIZHIBODAIHUOMIANLINKENGWEIFEIGAO、TUIHUOLVGAODENGWENTI。YICHANGZHIBOXIALAI,SHANGJIAKENENGJIUSHIJISHIWANDEKENGWEIFEI,ERCHENGJIAOLIANGZHIYOUJIWAN,CHUXIANPEIBENZHUANYAOHEDEQINGKUANG。

弊端3:“剁手党们”的黯然神伤 消费金融的思考

“YUGOUXIAOFEIYISHISHUANG,WEIKUANZHIFULEILIANGXING”ZHEISHI“WEIKUANREN”MENDEKUANGHUANHOUDEXINSHENG。YUGOUXIANGHAOLIZHEISHISHANGJIADUIXIAOFEIZHEZUOCHUDECUXIAOCELVE,YIBANSHIYUSHOUQIZHIFUJIAOSHAO“YUFUKUAN”,HOUXUZAIMOUGESHIJIANJIEDIANZHIFUSHENGYU“WEIKUAN”,DANYERANGBUSHAOXIAOFEIZHEMEIYOUJIEZHIDIZAOZAOTOUZHIXIAOFEI。

图片7.png

(WANGJINGSHEZHU:TUPIANCAIJIZIWANGLUO)

YUCITONGSHI,DACUQIJIANWEICIJIXIAOFEI,DIANSHANGFENFENTUICHULEISIYUMAYIHUABEI、JINGDONGBAITIAO、SUNINGRENXINGFU、FENQILE、HUIFENQIZHILEIDE“SHEZHANGFUWU”,ERBUSHAOPINGTAIWEIGULIXIAOFEIZHESHIYONGXIAOFEIJINRONGFUKUANJICHULEGENGDUODEYOUHUI。DABUFENDIANSHANGPINGTAIDEXIAOFEIJINRONGFUWUFENWEIYICIXINGHAIKUANDEMIANXIFUWUYIJIFENQIFUKUANDESHOUSHOUXUFEIFUWU,BINGQIEDUOSHUBIAOMINGJUTIDEHAIKUANJINE。

“DANZHIDESIKAODESHI,XIAOFEIZHEXUMINGBAIRENHEDE“SHEZHANGFUWU”DOUXUHAIKUAN,BINGQIEBUTONGPINGTAIDEXIAOFEIJINRONGFUWUFENQISHOUXUFEICUNZAIJIAODACHAYI。YOUXIEPINGTAISHENZHIMEIYOUMINGQUEBIAOSHIJUTIHAIKUANJINE,DAIHAIKUANSHIGAOESHOUXUFEIRANGXIAOFEIZHECHARAN。CIWAI,KAITONGBINGSHIYONGDUOGEPINGTAIDEXIAOFEIJINRONGFUWURONGYIZAOCHENGWANGJIHAIKUAN,YINGXIANGGERENXINYONGDEQINGKUANG。ERDUIYUHOUXUMEIYOUNENGLIHAIKUANDEXIAOFEIZHEERYAN,ZHEISHIWUXINGDEXIAOFEI‘YINHUAN’,SHENZHIHOUXUDAILAIBULIANGDEYINGXIANG”MENGHUIXINBIAOSHI。

弊端4:千亿喧嚣的狂欢 消费“套路”层出不穷

“SHUANG11”QIANYICHENGJIAOEBUDUANSHUAXIN,PINGTAI、SHANGJIADEYINGCELVEYEYICICIGENGXINHUAYANG,CONGQIANQIDEXUANCHUANDAODACUJINXINGSHIYIJIWEISHENGDESHOUHOUFUWU,ZONGSHI“TAOLU”CENGCHUBUQIONG。

MENGHUIXINBIAOSHI,QIANQIDEPINGTAI、SHANGJIADEXUANCHUANTUIGUANG,RANGBUSHAOXIAOFEIZHEYOUDIAN“NAO”,BUDUANDEDUANXINHONGZHA,SHENZHIHUIFU“TD”TUIDINGYECHENGWEIXUSHE,JIBIANXIAOFEIZHEHUIFUHAISHIHUISHOUDAOXIANGGUANCUXIAOXIN,CENGCHUBUQIONGDECUXIAODUANXINWANQUANCHENGWEIJIANDANCUBAODEDANXIANGSAORAO。BUJINJIXIAOFEIZHEDAILAIXINXI“SAORAO”DETONGSHIGENGDUODESHIANZANGYINSIXIELU、WANGLUOZHAPIANDENGFENGXIAN。

JUGUONEIDIANSHANGZHUANYEXIAOFEIDIAOJIEPINGTAI“DIANSUBAO”()GENJULINIANYONGHUTOUSUQINGKUANGTONGJIXIANSHI,“618”、“818”、“SHUANG11”、“SHUANG12”、“HEIWU”DENGDIANSHANGDACUHOURONGYICHUXIANXIAOFEIZHEBAOFASHITOUSUDEQINGKUANG,WENTIJIZHONGBIAOXIANWEI:XIANZHANGHOUJIANG、XUJIAXUANCHUAN、DINGJINBUTUI、FAHUOCHIHUAN、TUIHUANHUOSHOUXIAN、XINXIXIELU、KUAIDIYANWUDENG。

YINCI,MENGHUIXINBIAOSHI,SHANGJIA“TAOLU”DUO,“XUGOUYUANJIA”、“WENZIYOUXI”、“FAHUOXIANJING”、“SHANGPINZHILIANGCHA”、“XIANZHANGHOUJIANG”DENGWENTIYESHIXIAOFEIZHEPINPINTUCAODEDIAN。“SHUANG11”DIANSHANGGOUWUJIEXUBUDUANFAZHAN,SHOUXIANDEYAOWEIXIAOFEIZHETIGONG“KANDEJIAN、MODEZHE”DESHIHUI,SHANGJIAGENGYAOSHAOYIFEN“TAOLU”,DUOYIFEN“ZHENCHENG”,ZHENZHENGZUODAOTIGONGWUMEIJIALIANDESHANGPINBINGTISHENGFUWUSHUIPING,ZHEIYESHIDIANSHANGGOUWUJIEDECHUZHONG。

弊端5:39.65亿件快件量背后:“快递垃圾”成难题

SUHUASHUO,SHANGBANCHANGKANDIANSHANGPINSHUAJILU,XIABANCHANGKAOKUAIDIFENZHANSONGDA。ZHIDEGUANZHUDESHI,JINNIAN11YUE1RI-11RI,QUANGUOYOUZHENG、KUAIDIQIYEGONGCHULIKUAIJIAN39.65YIJIAN,QIZHONGSHUANG11DANGTIANGONGCHULIKUAIJIAN6.75YIJIAN,TONGBIZENGZHANG26.16%,ZAICHUANGLISHIXINGAO。

微信图片_20201120125425.jpg

(TUPIANLAIYUAN:WANGJINGSHE)

ZAIKUAIDISHULIANGKUAISUZENGZHANGDETONGSHI,MIANDUIRUCISHULIANGPANGDADEKUAIDIBAOZHUANGYOUGAIRUHECHULI?JUXIANGGUANSHUJUXIANSHI,JINNIANKUAIDIZONGLIANGYUJIDADAO800YIJIAN,QIZHONGYUE20%WEISULIAODAIBAOZHUANG。DANGWOMENCHENJINYUCHAIKUAIDIDE“KUAIGAN”SHI,SUIZHIERLAIDEDE“BAISELAJI”YICHENGWEI“XIANSULING”JIANGUANDETONGDIAN。

“SHUANG11CHENGJIAOEBUDUANSHUAXIN,‘KUAIDILAJI’YEZAIZHUNIANZENGZHANGSHENZHIZAOCHENGZIYUANLANGFEI,YINCI,KUAIDIBAOZHUANGDEHUISHOU、ZAILIYONGYIZHIDOUSHIWULIUQIYEXUYAOXINGYE‘GONGJIAN’DEYIDANANTI。”MENGHUIXINBIAOSHI,DANMIANDUIHAILIANGDE“KUAIDILAJI”,JINGUANCAINIAO、JINGDONGWULIU、SUNINGWULIUDENGQIYEBUDUANCHAOZHE“LVSEBAOZHUANG”CHUANGXIN,NULIRANGKUAIDIBAOZHUANG“LV”QILAI,SHENZHISHIXINGHUISHOUZAILIYONG,XIANGGUANZHENGFUBUMENYEBUDUANCHUTAIYIJIBUSHUXIANGGUANWENJIANHETONGZHI,DANSHISHISHANG,RENGJIUBUNENGCONGGENBENSHANGJIEJUEZHEIYIWENTI,WEILAI,GENGSHIXUYAODIANSHANGPINGTAI、WULIUQIYEYIJIXIAOFEIZHEDUOFANGLIANDONG,SHIXIANZHENZHENGDE“LVSEKUAIDI”。

弊端6:熬夜“买买买” 凌晨“配送” “不健康”的怪像

“WEIKUANRENDESHENYEKUANGHUAN,HAOSHENYOUHAOQIAN,ZHENDEZHIMA?”、“LINGCHENSHANGMENPEISONG,WEILESHIXIAO,ZHENDEYOUBIYAOMA?”、“WEISHENMEQIANGGOUSHIJIANYAODINGZAILINGCHEN?”...ZHEIHUOXUSHIDADUOXIAOFEIZHE、CONGYEZHEDEZHIYI。DANGXIADE“SHUANG11”BUZAISHIYIBUFENRENDE“WUYEXINGDONG”,CONGPINGTAIHOUTAIZHICHENG、SHANGJIAJINZHANGBEIHUO、ZHUBOMENZHANGSHI“JIAOMAI”、WULIURENLINGCHENDAIMINGZHENGQIANGDIYIDANSHIXIAO、GONGYINGSHANGDEBEIHOUZHICHENG...DANGRENHAIYOUWOMENWEIKUANRENDE“TONGXIAODADAN”YIJIYINYUBEIHOUDEGEXINGGEYEDE“DAGONGREN”。

YIZHIYILAI,HULIANWANGXINGYEGONGZUOYALIYIZHIDOUHENDA,YENEIYOUWANXIAOCHENGITYESHI“NVRENDANGNANRENSHI,NANRENDANGSHENGKOUSHI”,YINCIYINFADEGUOLAOSIYEPINPINFASHENG。“GUOLAOSI”,YIJINGCHENGWEIDAOZHIITCONGYERENYUANSIWANGLVBUDUANPANSHENGDEZHUYAOYUANYIN。ZAIKANSIGUANGXIANDEGONGZUOBEIHOU,GONGZUOYALIDA、SHENGHUOJIEZOUKUAI、YINSHIBUJIANKANG、ZUOXIBUGUILV,SHIITXINGYEPUBIANCUNZAIDEXIANXIANG。

DUICI,MENGHUIXINBIAOSHI,“SHUANG11”DUIYUHULIANWANGGONGZUOZHEERYANSHIZHANGDAYIGEYUEDEBEIZHAN,BURONGSONGXIE,XUYAOCONGYEZHEJIABANJIADIANGONGZUOYUYIZHICHENG,CONGSHENGLIHEXINLILAISHUO,BIRANCHENGDANGENGDADEYALI。CHUCIZHIWAI,CONGYEZHEDEQUANYIYENANYIBAOZHANG,ZHEIGESHIQI,ZHENGSHIPINGRIJIZANMAODUNBAOFADEZHONGYAOSHIQI,BUFENQIYEPINGRIYUANGONGDEHEFAQUANYISHOUDAOYINGXIANG,CISHI,WEIQUANKENENGGENGNENGYINQIQIYEHESHEHUIGAODUGUANZHU,YIQIZHENGQUBIYAOYINGDELIYI。HUOXUWOMENXUYAOYIGEGENGWEIQINGSONGDEDIANSHANGDACU。

弊端7:优惠券、红包“满天飞” 非理性消费下的“囤货经济”

MIANDUIFENFANDECUXIAOHUODONG,RANGXIAOFEIZHEHUANGLEYAN,ZHEIYERONGYIZAOCHENGGENGDUOFEILIXINGXIAOFEIZHECHONGDONGXIAOFEI。DADUOSHANGJIAWEILERANGXIAOFEIZHEXIADAN,YOUHUIQUAN、HONGBAOJINTIEFASONGXIAOFEIZHE,DANYIBANXUYAODADAOYIDINGDEJINEHUOZHEDUOJIANSHANGPINGOUMAIFANGKEXIANGSHOUYOUHUI,YINCI,BUFENXIAOFEIZHEWEILESHIYONGBUDEBU“COUDAN”CONGERCHANSHENG“DUNHUOXIAOFEI”,GOUMAIBINGFEIJIXUSHANGPINZAOCHENGLANGFEI。

图片8.png

(WANGJINGSHEZHU:TUPIANCAIJIZITAOBAOSHANGJIAJIETU)

MODAIQINGBIAOSHI,JINNIANSHUANG11DIANSHANGTUICHUDEWANFAYOU:BAIYIBUTIE、XIAOFEIQUAN、XIANJINBUTIE、XIANJINHONGBAO、YOUHUIQUANDIEJIADENG。XIAOFEIZHEZAIGEZHONGWANFADE“YOUHUO”XIA,RONGYICHANSHENG“CHONGDONG”XIAOFEI,SHIHOUHUIFUPINGJINGHOU,TUIHUOQINGKUANGYELVJIANBUXIAN,BINGQIEYOUTUIHUOLVDADAOHENGAO。SHOUXIANZHEIYANGBINGBUYOULIYUXIAOFEIZHEGUIHUADEXIAOFEIXIGUAN,ZAIFEICHANGDUANDESHIJIANNEICHUXIANXIAOFEITOUZHIQINGKUANG,YIZHIYUJIEXIALAIDEJIEDUANHUICHUXIANCAIWUJINZHANG,YOUXIEYONGHUABEIDENGFANGSHIGOUMAIDE,YEHUICHUXIANHAIKUANYALI。LIRUSHENBIANYOURENTONGGUOSHUANG11CUXIAODUNJILEDALIANGCANJINZHI,JIEGUOYONGLELIANGNIANDOUMEIYOUYONGWAN,ERCANJINZHIDEYOUXIAOQIYIJINGGUOLE,ZAOCHENGLEBUBIYAODELANGFEI。CANJINZHIZHEIYANGDESHENGHUOYONGPINDOUHUICHUXIANZHEIZHONGQINGKUANG,NEIMEQITAPINLEISHANGPINYEHUICHUXIANZHEIZHONGQINGKUANG。

ZUIHOU,“SHUANG11”DIANSHANGDACUDUIYUXIANXIASHITIYEHUIXINGCHENGYIDINGCHONGJI,SHUANG11RANGXIANXIADEGOUMAILIZAIDUANSHIJIANNEIXUNSUXIANGXIANSHANGZHUANYI。ERDUIYUXIAOFEIZHELAISHUOJIUSHI“ZUOKOUDAIJINYOUKOUDAICHU”DEWENTI。ZAIYITIANHUOSHIYIDUANSHIJIANNEIDEGAOQIANGDUJIYA,BINGBULIYUCUJINXINGYEDEJIANKANGFAZHAN。BAIWANDIANSHANGCONGYEZHEI、QIANWANJISHANGJIA、YIJIYONGHUJIASHANGWULIU、JINRONGTIXI、BAOZHANGTIXIDENG,GEFANGMIANZAITEBIEDUANDESHIJIANMIANLINGAOQIANGDUDECUXIAO,YALIKEXIANGERZHI。ZHEIGEKEYISHUOSHISHEHUIJINGJIYUNXINGZHONGDEQIANGYA,BINGBULIYULIANGXINGFAZHAN。YINCIWOMENHAISHIXIWANGNENGGOUGEFANGNENGGOUXINGCHENGLIANGXINGJINGZHENG,XUNXUJIANJIN。

图片9.png

小贴士:

JINNIAN“SHUANG11”DIANSHANGGOUWUJIEKAIQIZHIJI,WANGJINGSHETEFABU“SHUANG11”SHIDAWANGGOUXIAOFEIYUJING,BAOKUOZHIBODAIHUOLUANXIANG、WANFA“ZHANSHU”、XIANZHANGHOUJIANGJIAGE“TAOLU”、SHEJIAOPINGOU“MAONI”、TEJIAXIANGOUSHIJIBUFU、DIANSHANGZHUANGONG“TAOLU”、XIAOFEIJINRONGGAOLIXI、DINGJINXIANJING、WULIU“WANJI”、TUIHUO“NAN”DENGFANGMIAN,TIXINGXIAOFEIZHEJINFANGCUXIAOZHONGDEGELEIXIANJING,BIMIAN“RUKENG”。

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