Friday Forum – We bring the hottest questions from the Chinese Social & Digital space to our brightest minds.
周五论坛——让中国社交与数字领域最热门的话题碰撞出思维火花

What are you most surprised about during this year’s Double-11 sales festival?
今年双11最让你吃惊的是什么?

West Xu
Senior Account Manager / We Are Social

今年双11和往年不一样,已经不再是纠结那一天,而是从11月1日就开始的全国买买买大庆典。而今年的双11让我吃惊的地方不在于数字又突破了多少个亿,而是随着直播的兴起,半个娱乐圈都在给电商“打工”。而且相对于往年的购物狂热相比,今年的规则也比往年要复杂与繁琐,熬夜满减,执着尾款,娱乐圈人打工赚钱,欣欣向荣的大好河山。

This year's Double-11 is different from previous years, for sure. It is no longer a day of celebration, but a national buy-buy-buy event that began on November 1. And what surprised me with this year's Double-11 is not the new records and sales numbers, but the explosive rise of live-streaming. Half of the entertainment circle was involved in some type of e-commerce initiative during the sales festival. And compared to the shopping frenzy of previous years, this year's rules are more complicated and cumbersome than in previous years. Staying up late for the chance for receiving more discounts, and money-obsessed customers and businesses, all looking to make an extra buck.

Reece Xiang
Senior Account Executive / We Are Social

因为新冠疫情对零售业的全方位冲击,今年的品牌商和零售商对双11的期待值较过往更甚。除此以外还有一个很明显的趋势:奢侈品牌们开始花更多精力参与中国市场上的各类购物节。
无论是品牌商自己还是通过入驻各类电商平台,奢侈品牌们开始开辟更多渠道、参与直播,尝试抓住中国年轻消费者,中国的奢侈品消费者正在成为品牌商们最不能忽视的群体。

Because of the pandemic's impact on the retail industry, many brand owners and retailers had even greater expectations for Double-11 than previous years. Because of that, it might not be that surprising, but I was astonished to see luxury brands, that might not be the first to jump on discount-heavy sales festivals, to spend money on various shopping festivals this year.

Whether it is brand owners themselves or through various e-commerce platforms, luxury brands are embracing new channels, participating in live-streams, all to capture young Chinese consumers. 

Sylvia She
Senior Account Executive / We Are Social

说到双11,从淘宝双11第一年开始我就是买在前线的一名积极分子,以往的那些电商节日优惠机制其实给我的体验是最好的、门槛也是最低的。近两年我在双11时期买东西的热情锐减,其中一个主要原因就是我觉得本来双11大家都是来享受大幅折扣的,但各种各样的游戏、噱头让我觉得获得优惠这件事情门槛越来越高了…得精打细算才能得到最大优惠。会让我觉得商家和平台就是在玩花样,其实并不想给我们优惠,让我感觉吃相很难看...所以我今年都不爱参与了。反正对我这种双11看中实实在在的折扣的消费者来说,花式玩法并没有太大的趣味性。

I've been an active Double-11 warrior ever since the first year of this major sales festival. I have truly enjoyed previous years with various discount mechanics that have given me great value for relatively low money. However, my enthusiasm to spend time buying things during Double-11 has dropped sharply. One of the main reasons is that I think the sole purpose of the event is for people to enjoy large discounts, but the various games and gimmicks are pushing the consumers harder and harder to receive a similar type of discount. You need to plan carefully to get the maximum discount, which just makes me feel like retailers and the platforms are playing us tricks to avoid paying out any type of discount. All this gameplay is not fun anymore.

Leeya Liu
Copywriter / We Are Social

没有最吃惊,只有最疲惫。
不吃惊是因为玩法上面淘宝依然是养猫盖楼,没做更新。而疲惫的是,今年战线拉长,两波预售加上全年层出不穷的各种购物节,只会让人越来越不兴奋越来越累。

Not much surprised me with this year's Double-11, I felt more exhausted, to be honest. Taobao used similar types of discount mechanics and gameplay gimmicks we've seen before, but perhaps most exhausting was the extended promotion period with two separate time slots for pre-sales. Together with a whole year of various tiring shopping festivals, Double-11 failed to engage me.

Emily Zhang
Copywriter / We Are Social

这个双11让没买啥的我感情波动的事有两件,1️⃣是依旧繁琐的减满规则,发现参与某东预售还不如直接下单划算(也有可能是算懵了);2️⃣是精彩的各家双11晚会,特别是老艺术家蔡国庆先生的顶级RAP展示,请空降01:35体验
👉https://www.bilibili.com/video/BV1er4y1w7UC?from=search&seid=8722154772221694693

Two things stood out for me during this year's sales festival, both good and bad. Firstly, I didn't buy anything from Double-11. I was surprised at how complicated the different discount deals were and the requirements to participate. The calculations were confusing and it just left me with a bad, irritating experience. However, I was positively surprised by Alibaba's big launch event, especially the performance of the famous rapper, Cai Guoqing. I can recommend jumping to 01:35 on this video!

Link: https://www.bilibili.com/video/BV1er4y1w7UC?from=search&seid=8722154772221694693