Double 11 Is The Carnival Of Head Merchants And The Loneliness Of Small And Medium-Sized Brands

In 2016, businesses had a common bottleneck of stagnant performance, but there was no "Involution" at that time. The three major uncertainties, namely, penetration, high-end and polarization, will be more special in 2020.

498.2 billion, which finally set the final sales volume of tmall double 11. However, in the view of Zhang Tao, founder of Guangzhou Weiguan Fashion Technology Co., Ltd., what deserves more attention is the plight of the platform and small and medium-sized businesses behind the bright Gmv.

"The platform originally wanted to break out twice, but it didn't work out as expected." "double 11 is the carnival of the head merchants, the desolation of small and medium-sized brands", "the popularity of platform live broadcast, the store self broadcast expected by the platform is dying." At the 2011.11 cloud summit of 2020 billion state power, he was called "11 years of e-commerce veteran" by his peers.

For this year's double 11, Zhang Tao summed up four points.

The first point is "nunchaku"

This year, for the first time in the history of double 11, the mode of once preheating and one pre-sale has evolved into twice. In Zhang Tao's view, the reason for setting up two outbreaks on the platform is to address the impact of the epidemic and avoid the low sales risk of one outbreak.

But this year's double 11, the effect has not fully met the expectations of the platform. "Originally, I expected the performance Gmv of No.1-3 and No.11 will be 4:6. From the actual transaction, it is basically 5:5 or 6:4. There is no more surprise from the actual flow and transaction of merchants." Zhang Tao said frankly.

Second, "Involution"

Zhang Tao believes that the so-called involution is about the decadence of no effort. "In the past two years, double 11 is basically the carnival of the head merchants, the loneliness of the waist and small and medium-sized businesses interweave the floating prosperity." He said.

In fact, looking back on the development process of the double 11, it can be found that as early as 2016, businesses had a common bottleneck of stagnant performance, but there was no "Involution" statement at that time. Zhang Tao believes that the three major uncertainties, namely, penetration, high-end and polarization, will be intertwined in 2020, making this year another key turning point in the history of the double 11.

Third, "e-commerce live broadcasting is a double-edged sword"

With the fact that the small and medium-sized e-commerce companies will be more interested in the closed-loop business, Zhang Tao may be more interested in the closed-loop business.

"Our company has also carried out live broadcasting in shaking tone test this year, and achieved good results. "Even so, he said that the essence of e-commerce live broadcasting is a double-edged sword.

"Fast hand, Shuo Yin and other platforms are booming this year. But the store self broadcast expected by the platform is still dying, and more store self broadcasting is responsible for the work of video customer service. " He said.

Zhang Tao also told Yibang that the platform's expected store self broadcast is still dying, and that more store self broadcasting is responsible for video customer service. More live traffic is still concentrated in the hands of a few head net red. However, due to the short time of double 11, big net red takes the self-respect of fans, and the selection is harsh. Finally, most of those who can be shortlisted are vanity fair with high gross profit such as cosmetics (especially international brand) food and other famous brands.

"In essence, live broadcasting is a video gathering, which is cost-effective. It needs more gifts. It is more a kind of behavior that the brand wants to lower its identity and tease its head and pose to please consumers. The long-term damage to brand value also makes brand owners think deeply." Zhang Tao added.

Fourth, "jump out of the traditional platform and point to the essence of retail"

While the concept of "people's goods yard" has been chewed over and over again by the industry, Zhang Tao thinks that retail does not matter about people's goods yard.

Now, in the eyes of the retailers, the content of the bookstores has been changed into that of the retailers. So that the merchants used to eat all kinds of fresh food, but now they need 18 kinds of martial arts. They are e-commerce companies and media advertising companies. Otherwise, whether tmall, Jingdong and vipshop are really reduced to a delivery platform.

In addition to the above four observations, in the dialogue with Yibang, Zhang Tao is also honest that Taotao brand has gradually disappeared on the stage of tmall double 11. "In fact, since 2015, Taobao brand has been declining." He said.

To blame the decline of Taotao brand, Zhang Tao summarized it as follows:

1、 In the competition with international brands, Taobao brand starts from Taoxi, and its brand influence is doomed to be hard to compare with it genetically; secondly, with the rise of brand acting operation agencies represented by baozun, more and more brand talents who are familiar with the user's mind have been recruited, and Taotao brand is also facing greater pressure.

China's e-commerce 20 years, the fate of small and medium-sized brand business ups and downs. For the development of small and medium-sized brands, Zhang Tao also gave his own suggestions:

Deep and 1, but to find a small category of incision;

To be a brand today, we should strengthen our internal skills and become king slowly. With the increasing competition, small and medium-sized brands need to do a good job in basic skills. The future competition must be the competition of comprehensive strength.