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Just in the first half of the month, a carnival without smoke came to an end. The 11.11 day has been an uncommon day since that the banner was set off in ten years ago. It is a veritable "China Shopping Festival" and it is a public consumption annual feast. Some overseas media lamented, "China is undergoing a consumer revolution, comparable to the consumer revolution that took place in Europe in the 18th century, which reached its peak when the department store came out in the 19th century. Alibaba and JD.com are making e-commerce  efficient but also entertaining. 

According to data released by Alibaba, the final transaction volume of Alibaba Tmall Double 11 in 2019 is locked at 268.4 billion RMB, which is 54.9 billion RMB more than last year. Ten years ago, the first Double 11 transaction amount was only 52 million, from 10 million to 100 billion. This is not just a change in numbers. Behind this, what phenomenon-level changes are there?

01 Chinese Consumer Culture Behind "Double Eleven"

——Reflection in the New Retail Era

[Consumer era]

In the past ten years, China's global influence has rapidly expanded. With the Internet + era, we have been penetrated by capitalist culture in all directions, which has resulted in consumerism, nihilism and fragmentation. "Sneakers' trade craze" , " Shopping Festival "and so on are all its products.

And what is consumerism? It does not refer to all the behaviors that generate consumption, but refers to the ideology believes that continuous and increased consumption activities are conducive to the economy, and its behaviors are manifested in the behavior of paying for pleasure. Under the trend of new consumerism, desire, lifestyle and personal identity have been further strengthened. People always cannot escape the consumption trap in the face of material desires. Therefore, consumer demand has continued to escalate for ten years.

At the same time, issues such as information clutter dominated by traffic, aesthetic convergence led by rules, and advance consumption cannot be ignored. There is a well-known saying in the retail industry: The success of the fashion business depends on its ability to quickly find trends but quickly escape when trends decline. In order to satisfy consumers' sense of community and popularity, all industries require constant updates. For example, the fashion industry is actually contrary to anti-capitalist culture. The tide created by man seems to have made choices for consumers.

[Retail Revolution]

Double 11 has always been a great test of the logistics and payment capabilities of the commercial system, but it has also become a catalyst to improve the commercial infrastructure. Under the ten-year e-commerce revolution, it has also stimulated the development of other retail platforms. , "Globalization", "New Retail" became the theme.
The integration of online and offline is one of the manifestations of retail innovation. The in-depth application of retail technology has extended the consumer's concept of "buy, buy and buy" in time and space. This is the biggest difference from the past that focused on product sales and traditional retail. "Double Eleven" is the biggest highlight of the tenth year.

At the same time, there has been a better interaction between supply and demand, such as a series of new words appearing on Tmall's "Double 11" this year: C2B guides manufacturing, direct supply of agricultural products, and Christmas products in Tmall International first released on Double 11 , The large children's economy, the world's most luxury goods, and so on, all of which make the supply side more diverse, more personalized, more quality. It can be said that in the next three years, fashion taste will be one of the core competitiveness of the brand.

To say that in this fierce battle, Uniqlo has become the fastest Tmall flagship store to break through 1 billion brands, which shows that its brand value penetration is high. The reason for Uniqlo's success is not just the Double Eleven Day. In 2016, it achieved online and offline integration and synchronization, and used Double Eleven to successfully drain offline stores. More importantly, while Uniqlo has accurately positioned itself in first-tier cities, it has also paid attention to the spread of commodity values in third- and fourth-tier cities, which is an important factor for victory in the Double Eleven with the participation of the whole people.

The success of Uniqlo is telling us that the so-called carnival gimmicks will  make consumers tired in one day. The price war is temporary. More importantly, they have deep insight into consumer life needs, so that they can grasp industry trends in time and give consumers trust in brands, and keep looking forward to more products in the future.

02 It's time to lose the chain of contempt for Taobao
——The Future Potential of "China DTC Brand"

DTC is the abbreviation of English Direct To Customer. As the name suggests, the DTC brand, that is, "a brand that is directly facing consumers, does not need to rely on traditional retail stores or other intermediate channels." For a long time, Taobao brands seem to have been labeled with grassroots, and many big brands will choose Tmall instead of C2C Taobao believes that its brand aesthetics and added value will be greatly reduced. However, in recent years, a large number of Taobao designer brands have emerged. They also have original design attributes, and use Taobao as a platform to build a group of highly engaged consumer groups.

In Shanghai Fashion Week, which just came to an end some time ago, the trendy brands ROARINGWILD and Superr, which debuted at the LABELHOOD, the pioneering fashion art festival, both presented high-profile shows. They also chose to start hatching on Taobao, one became as one of the most popular domestic tide brands in the country, one already has more than 1 million followers on social media.

In the past, Fashion Week was not the home of online brands, but now, positioning brands online and offline is too one-sided. In particular, when a brand born on the Internet received good feedback on the show, or even performed better than a designer brand, Yokohama's barriers between mainstream fashion and online brands were broken.

The "first Taobao and  then entity store" approach has actually been successfully practiced by independent designer brand MS MIN. MS MIN, the designer's eponymous brand, was founded in Taobao in 2010 and was selected by the famous buyer store Lane Crawford in 2013. Unlike other independent designer brands that deliberately create a sense of distance, Liu Ye believes that Taobao has always been the most important online platform. For high-price units, it is necessary to accept the disadvantages of online shopping without a real try-on, but its popularity the advantages of MIN are more capable of presenting real consumption data and market cognition. Based on word-of-mouth and customer data accumulated over the years, MIN chose to open its first store in Shanghai's luxury business district in 16 years.

As a low-cost independent sales platform, Taobao has led the design and produced a vertical DTC model with Chinese characteristics, which meets the needs of most consumers to buy high quality with low consumption. At this moment, in China's unique social context, the e-commerce industry and consumer culture are facing huge innovations and opportunities. Today's "Tao brand" marketing model is gradually diversifying, KOL, media cooperation, brand co-branding, etc. In China's fashion industry, it has gradually gained a more equal voice.

03 E-commerce business is changing
——The power of Chinese opinion leaders

It can be said that 2019 is the year when the live broadcast e-commerce industry has exploded. Platforms, anchor institutions, SaaS channels, live broadcast bases, brand parties, etc. have ushered in vigorous development. Taobao live streaming led, fast hand, vibrato, volcano and other platforms opened the way to e-commerce monetization, e-commerce content and content e-commerce will be an important trend in the future Internet, and live broadcast has become one of the most efficient forms of the KOL streaming model has successfully created a marketing closed loop.

If there are Messi and Cristiano Ronaldo in the football stadium, then Li Jiaqi and Wei Ya are in the e-commerce arena. On October 20, the first day of Taobao ’s “Double Eleven” pre-sale, the total value of pre-sale products of Wei Ya ’s live studio was estimated to be 1 billion, surpassing the total sales of the “Double Eleven” night last year, which is equivalent to the total sales of some physical malls Annual income. Not to mention the high traffic of lipstick person Li Jiaqi so that countless artists have to come to a wave of heat.

Unlike foreign celebrity bloggers who set off a wave of ins, Chinese-style opinion leaders represented by Li Jiaqi and Wei Ya present a simple and rude monetization method-WYSIWYG, everything can be broadcast .

After Rihanna beauty brand FENTY BEAUTY teamed up with traffic stars to enter the Chinese market, the first US online red Kardashian took her fragrance brand to Tmall and made a video connection with Wei Ya to break the dimension wall line. Although Weiya's fans can't count her odds, Kardashian was really killed in minutes on the ability to take goods in China. The 6,000 bottles of perfume sold out immediately before the connection on Weiya proved this. Even though the global influencer marketing model has matured, each type of influencer has a circle of consumers, but today, when the fashion industry is overturned by social media, all of its closedness may be lost due to the flood of benefits boundary.

Some people have predicted China's future consumer market from the history of Japan's consumption changes. Japan has experienced the journey from the first consumption era of large production and consumption to the bubble economy to the downgrade of consumption and low-cost formats such as Daiso. Although there is a huge difference with China, Japan's advanced social civilization also seems to remind when we face the problems of homogeneity, serious waste, and overspending in the consumer era, what kind of thinking do we need after the carnival?