This is the most direct question in the He Tuber public's mind after Taotian announced the cancellation of Double 12 and replaced it with "Taobao Year-end Good Price Festival". Although this is a strategic adjustment made by Taotian for the normalization of low prices, in the context of the cooling of the shopping festival, it is inevitable that it will give the outside world the impression of "sending troops away with gold".

Judging from the performance of each company during this year's Double 12 , in contrast to Taotian's hesitation, Doukuai is ushering in the dividends of pan-shelf e-commerce construction, occupying the high ground of year-end promotions, and a new industry pattern is brewing.

More than ten years ago, Taobao used the "Singles' Day" to launch the Double 11 promotion. At the same time, JD.com also used the 618 store anniversary to launch a limited-time promotion. The shopping festival once made traditional e-commerce a feast for the eyes, and it became a leader in the Internet industry. At that time, the short video live broadcast platform had not yet entered the center of the stage. The enthusiastic response from the market allowed the platform to see the vitality of the big promotion. In order to undertake the remaining demand of Double 11 and cater to the year-end consumption climax, Double 12 came into being.

For a long time, Double 12 has been immersed in the proposition of continuing to write the “consumption myth”. However, subsequent shopping festivals have become more homogeneous. Frequent and similar promotions have overdrawn consumer enthusiasm, and traditional e-commerce's control over promotions has weakened. In addition to the main position of Double 11, “auxiliary festivals” such as Double 12 are also targets for e-commerce companies to capture.

There was a loud thunder in the shopping world, which contributed the first wave of popularity to this year's year-end sales, and also brought the shopping festival into the whirlpool of controversy.

The major platforms have given a positive answer by sparing no effort in publicity. Taotian did not compromise with the empty talk, but used the adjustment of shopping festivals to normalize low prices. For traditional e-commerce companies whose transformation pressure has doubled, how to take advantage of the waste heat of major promotions to transform low-price presentations is the most urgent issue at the moment. As for Doukuai, which is aiming at the main position, it is enhancing the collaboration between the shelf market and the content market, and improving the construction of global interest e-commerce, just to get in.

In 2009, the newly established Taobao, under the leadership of then CFO Zhang Yong, launched the Double 11 Shopping Festival in the name of "Singles' Day" promotion, which was subsequently followed by other platforms, bringing e-commerce into the carnival era.

In the increasingly intensive consumption atmosphere, the promotion time is gradually extended and the gameplay is constantly enriched. In just a few years, platforms competing for customers and fanatical consumers have joined forces to create a "consumption myth". "Hand-picking party" has become a hot topic of discussion. The numbers on the battle report have grown exponentially, and the influence has spread beyond the circle and radiated to the entire consumer market. .

The performance of Double 11 allowed Alibaba to see the potential of holiday promotions. At that time, in order to seize the general trend of consumption upgrading, Alibaba changed the name of Taobao Mall to Tmall, shifted its focus to B2C, and focused on Tmall's brand building. The Double 11 promotion was It has contributed a lot. For the purpose of broadening market coverage, Alibaba followed suit and created another festival for small and medium-sized Taobao merchants in order to maintain its C2C position.

In addition, another purpose of Double 12 is to absorb the remaining demand of Double 11 and seize users’ spending budget at the year-end nod aobao’s original intention was to position Double 12 as a supporting role for Double 11 . Rather than driving turnover growth, the most important tasks are to complement Double 11 and build a complete e-commerce ecosystem. Therefore, the concept of Double 12 has placed great emphasis on differentiation from Double 11 since its inception.

However, even if Double 12 emphasizes the differences from Double 11 in terms of discount plans, target groups, etc. at the beginning of its establishment, the two will inevitably converge at the operational level. Since 2016, the growth of Double 12 has begun to slow down. Online and offline integration has been combined with Alibaba’s local life business. The complicated tasks have gradually blurred the positioning of Double 12.

The degree of distinction is no longer there, and the significance of complementing the platform ecology is eliminated. As Double 12 gets closer and closer to Double 11, the too close time node exposes the embarrassing situation of Double 12. The interval between the two promotional holidays is short. With the promotion of the pre-sale model, the promotion time of Double 11 has been continuously extended, leaving extremely limited buffer time for merchants and consumers.