(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。

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。

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”。

（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。

（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）

（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。

（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。

（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。

（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。

（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。

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”。

“双11”落下帷幕，但根据往年消费投诉情况显示，先涨后降、虚假宣传、定金不退、发货迟缓、退换货受限、信息泄露、快递延误是消费者主要遇到的问题。为此，电诉宝（）开展“双11 安心购——为网购消费保驾护航”活动，通过发布快评、消费预警、投诉受理、滚动曝光、专题聚焦、密集播报、媒体联动、律师咨询、纠纷调解、典型通报等10大方式，关注电商大促期间的消费权益问题。如果您有相关线索，请提供给我们！