There is no doubt that Double 11 has become a weather vane for Chinese consumption. Like the Spring Festival, it has a fixed date, has a customary form, and has distinct Chinese characteristics, attracting the participation of all people, and it can be said to be one of the most important economic and social activities for consumers. The boys paid more attention to the battle of mobile phone manufacturers. Huami OV, as usual, fought fiercely. And more young women put their eyes and chopping hands on the Weibo celebrity e-commerce. In addition to clothing brands such as Uniqlo and VEROMODA, women's purchasing power has also been fully released on popular brands.
Compared with traditional Taobao shop owners, celebrity brand shop owners pay more attention to the interaction and communication with "fans". Through the shaping of personal IP, fans can complete the consumption projection of the symbolic Fax List meaning of symbols. In the context of the disappearance of traffic dividends and the continuous increase of customer acquisition costs, the social assets accumulated by celebrity brands on Weibo have been fully displayed during the Double 11 period. After years of fan traffic, it finally turned into sales and sales on this festival.
The full rise of red man e-commerce The other side of the Double 11 Carnival is the full rise of the Weibo celebrity e-commerce ecosystem. Last year's Double 11, within 10 minutes of the opening, the transaction volume of Sydney's parent company Chenfan exceeded 100 million. In the first 30 minutes, Zhang Dayi's "My Happy Wardrobe" and Sydney's "Mrs. Qian's Sydney Custom" two popular stores rushed into the top 10 best-selling women's clothing industry on the Internet.