文 | 旗帜财经 木木

编辑| 凌凌柒

jinqi，luoyonghaobazhibojianbandaoletaobao，yuminhongyezaiweidongfangzhenxuandarehoudeshougeshuang11moquancazhang，er“kouhongyige”lijiaqidehuiguigengshijijijiangdaolaidedacuhuodongzengtianlejifenxiaoyanwei。tongshi，jinglile“shishangzuileng”618degedapingtai，douxiwangjiangfanpandejihuiyazhuzaijijiangdaolaideshuang11shang。

ciqian，yejiecengyucesijiduxiaofeizengzhangqianlijiangbuduanshifang。neimejinniandeshuang11huihengsao618deqingleng，chuxianxintupoma？

1、删繁就简，电商平台回归初心

jinniandeshuang11jiangzai10yue24rizhengshilakaixumu，gedapingtaifenfenjichule“shashoujian”。

taobaotuichu“shuang11chaojibo”jilijucuo，xianggeleikaibodeshangjiahedarentigongliuliangjili；jingdongzhidinglezhuanmenzhenduizhongxiaomaijia、chanyedaigongchangdezhichicuoshi，haiquanxintuichule“tanguan”pindao；douyinzezaineirongwanfashangbiechuxincai，tuichulebaokuopinpaijianianhua、quanminzutuanpksai、duanshipinrenwusaidenghuodong，litutongguotishengxiaofeizhexingqulaijiadashangchangliuliang。

zheichangpkbeihou，jihusuoyoudianshangpingtaidouxianxianchulegongtongdebianhua：zhangjiuyilai，shuang11yuelaiyuefuzadeyouhuijisuanguizehebuduanlazhangdeyushouqiyinfadetucao，zhongyubeigedapingtaitingjianle。

jingdongzaiyouhuiguizeshangdadajiangdilefuzaxing，tuichule“jiandancubao”demei299yuanjian50yuanhemei1000yuanjian50yuandecuxiaozhidu。ruci，dajiabuyongtiqianyiliangzhoukaishifeijinxinjizuofuzanandongdeshuxueti，rangwangyouzhihu：youleshuangshiyizaoqideweier。

tianmaosuoduanlezhanxian，jiangwangnian10yue20rijiukaiqidehuodongtuichidaole24ri，tongshi，jiandandekuadianman300jian50dehuodongyeshijinnianlaizhekouzuigaodeyici。ciwai，tianmaohaishoucizhichiduodizhihebingxiadan，jinyibujiangdilexiaofeizhecoudandenandu。

chuledalaomende“bixueganchao”，dianshangxinxingshiliyejinsuiqihou。kuaishouzaijinnianshuangshiyiqijianshoucituichulepingtaitongyongmanjianquan“66gouwujin”；douyinzezaikuadian“man200-30”waifujialedijiamiaosha、zhifubutiedenghuodong。

“xiaochutaolu、shanfanjiujian”，rangdazhongzhenzhengzhaohuiqingsong、yukuaidegouwukuanghuantiyan，sihushijinniangedadianshangpingtaidachengdegongshi。

dangran，zheiqiaqiashishuangshiyidanshengdechuzhong。

2、重视体验，情感因素成为消费新热门

fashengbianhuadebujinjinshishangjia，haiyouxiaofeizhedexinli。

dongfangzhenxuanzhibojiandeturanzouhong，qiaqiashijingzhunbuzhuodaolexinshidaibeijingxiadexiaofeixinli。zaichushenjiangtaidezhubomenyingzaodelizhi、youmo、huaijiudeqinggantiyankongjianli，xiaofeizhebujinjinhuodeleshangpinbenshen，haiyougouwuguochengzhongdeqingganzengzhifuwu。

cengjingzhangduozhongguoshouzhibaiyigongmujijindejijinjingli，xianrenkangmandezibenzongcaidedingyingzaitandaozhongguoxinxingxiaofeiqushishicengbiaoshi，zhongguoxiaofeidedicengluojiyifashengbianhua，xinyidaixiaofeizhezaiwenhuashanggengzixin，gengjiazhuzhonggetiganshou，gengxihuanbentuhua、gerenhuadechanpin，suoyi，tamendexiaofeixuqiuyeyijingcongguoqudechanpingongnengquxiangguoduweixiaofeiqingganquxiang。

《2022zhongguoxiaofeiqushibaogao》dediaochaxianshi，zhongguoxiaofeizhezhengzaihuigui“jianman”deshenghuo，zaixiaofeizhezhuiqiumubiaozhong，diyixiangshigengjiankangdeshenti，dierxiangshigengduodepeibanjiaren/pengyou。

xingquaihao、huwaihuodongdengxiaofeipinchengweilejinnianlaidesousuoremen，shuomingxiaofeizhekaishigengjiazhuzhongziwodejiangouyushengzhang，guanzhuneizaidejingshenshushidu。

youmeitibaodaocheng，yuanchuangshejishipinpai、yundonghuwai、chongwu、chaowandengxinqushishangjiayichengweilejinnian“tianmaoshuang11xinsheng”dezhongyaozhulijun。xiaohongshusousuoshujuxianshi，chumeizhuang、meishi、shishangsandachuantongshuangshiyiremensousuoguanjianciwai，xingquaihao、kejishuma、huwaichuxingdenggexinghua、xingquxingxiaofeisousuotongbizengzhangfenbiewei198%、192%、123%，qizhong，huwai、luyingzengzhangshitouxunmeng，tongbizengzhanggaoda637%。

3、国货潮流依然受追捧

zaiquniandeshuang11dacuzhong，guohuobiaoxianliangyan。yihufupinpaiweili，polaiyazhupinpaishixian gmv8.6yiyuan，tongbizengzhangle176%；huaxishengwuqixiasigepinpaihejixiaoshouzengsugaoda135%；zhuanzhuminganjifuhulideweinuonagmvshixian14.1yiyuan，tongbizengzhang105%。

jinnian，hufupinjiedeguohuofengchaosihuyueguayuesheng。zai618dacuqijian，xiangbihenduodapaichanpin，toubuguohuopinpaichanpinxiaoshouzengsuyaoyaolingxian。

10yue9ri，lijiaqizizhizongyi《suoyounvshengdeoffer 2》kaibo。keyikandao，gaidangjiemutebieshezhileguohuozhuanchang，polaiya、weinuonadengduogetoubupinpaichanpinzhanjulezhibojiandaliangkengwei，fanyingchuwulunshishengchanqiyehaishidianshangpingtai，douduiguohuopinpaichongmanxinxin。

jiezhu2022nianaoyunhuidazhanshenshoudeyundongpinpaianta、chengzaizhenianqingxiaofeizhetongnianqingjiedebaixianghewangwang、zaiyangpinpaidechuantongzhendikafeijiezhanjuyixizhididesandunbanheruixing……zongyouyikuanshinidexintouhao。

guochaobeihou，yifangmianshixiaofeizhewenhuazixindetishengyijiminzuqingjiedebuduanjiashen，lingyifangmianyeshiguohuobenshenpinzhibuduantisheng，xingjiabiyuelaiyueshourenkedejieguo，zheifanyingchudangxianianqingxiaofeizhegengjiaguanzhu“baqianhuazaidaorenshang”。

4、寻找平替，年轻人学会“把钱花在刀刃上”

shouyiqing、guojixingshidengduozhongyinsudeyingxiang，xiaofeishichangdimideqingxubuduanmanyan，zaiciqianmeitidebaodaozhongyeyoubushaoshangjiagankainianqingyidaixiaofeizheyuelaiyuelengjing、lixingle。

gouwuquyulixing，yiweizhexiaofeizhegengjiakanzhongpinzhi、xingjiabi，erbuzaimangmuzhuiqiupinpaidefuhuawaibiao。yigehenyouqudexianxiangsuizheshuangshiyidelinjinzhujiantuxian，neijiushi“zhongcaopingtai”xiaohongshushang“qingxingshimaimaimai”debijineirongzhujianzengduo，gouwugonglve、haoyangmaogonglvechengweipingtairemensousuoneirong，gezhonggeyanglinghuotengnuodefanganfenxiangzaixiaohongshu、doubandengnianqingrenjujideshejiaomeitishangjishouzhuipeng。

yixiangguanyuxiaofeixinbianhuadediaochaxianshi，zaibaqianhuachuquzhiqian，56.1%dezhongguoxiaofeizhehuitongguochanpinxiangqingyehepinglunquanfangweilejiechanpinxinxi，53.4%dexiaofeizhehuizaishejiaomeitishangguankanzhongcaoneirong。

xianran，xianzaidenianqingxiaofeizhegengrezhongyucongtarendegouwujingyanzhongxuexi、mosuo、zongjiechushihezijideshangpin。liruduihufuchanpindexuanze，congzhuiqiuangguidapaidaoyanjiuchengfen。

erqie，nianqingxiaofeizhekaishixunzhaopingtihuokuapinlei“pingti”。

suowei“pingti”，jiushiyuneixiejiagegaoangdedapaishiyang、chengfen、peiliao、gongxiaoxiangsi，qiepinzhichajubuda，danyouyumeiyoupinpaifujiazhi，suoyijiagegengjiadiliandechanpin。

er“kuapinleipingti”shidangxiaofeizheyouyugezhongyuanyinwufagoumai、shiyongmouyipinleideshangpinshi，tamenhuilinghuo、zhudongdixunzhaoxindegoumaifangan，zheixie“daitipin”tongchangyiweizhejiagegengdi，danshiyonghuotiyanganwumingxianchaju。

biru，yonggaoduanchuifengjitidaizhuanyemeifaspa、yongjinmoqiangtidaizhuanyeanmofuwu、yongchongwuxiaojiadiandaitizhuanyechongwudianfuwudeng，doushuyucileibianhuaxiachuxiandexiaofeixinqushi。

zheizhong“zhimaiduidebumaiguide”debianhua，qiahaoshuominglenianqingyidaidexiaofeixintaihelinianzhujianquyuchengshu。

lingyigezhideguanzhudebianhua，shizhiyinggongchangzhengzaichengweixiaofeizhede“xinchong”。

zhiyinggongchangdeshangpin，beixiaofeizherenweishidapaidezuijia“pingti”，zheixiezhiyinggongchangwangwangshimougehuoduogepinpaidedaigongchang，chanchudeshangpinzhiliangyudapaiwuyi。ciwaiyouyutichulezhongjianhuanjie，zheixieshangpindejiagehuiqinminxuduo。sihuguoneishichanghanlehenduoniandequzhongxinhua，zhidaoxianshangzhiyinggongchangdechuxian，caizhenzhengrangshangpingongjiduanyuxuqiuduanshixianlewufengduijie。

keyikandao，zaixiaohongshu、bzhandengnianqingrenjujideshipinpingtaishang，guanyuzhiyinggongchangdiandeceping、fenxihetuijieyuelaiyueduo。ali2022niancaibaoxianshi，taotem2cshangpinchanshengdezhifugmvtongbizengzhangchaoguo40%；jiezhidaojinnian3yue，taotenianduhuoyuexiaofeizheyichaoguo3yi。

jinnianshuangshiyi，taotehaijiangjubantaogongchangshangjiadahui，tuichubaokuocuofengkaimai、geridadengfuwu，jingdongyejiadaleduizhiyinggongchangdezhichilidu。

xianran，congmuqianshuang11shifangdexinhaolaikan，yuxiaofeizheneizaiqingganjiangou、gerenxingqutiyanxiangguandeshangpinhuizaiweilaichengweixiaofeixinremen；guohuochaoyiranhuijixu，bingjiangtuozhandaogengguangfandelingyu；quzhongxinhuaxianzaiganggangkaishi，xiangxinjinhoujiangyougengduoyuan、gengzhijiedexiaoshouqudaobeidatong。

xiaofeizheyuelaiyuelixing，duishangjialaishuoweichangbushiyijianhaoshi。

congzhangyuanlaikan，xiaofeizheduiqiyechuangxin、shangpingexinghuashejihepinpailiniandezhongshiriyijiada，duigouwutiyandezhuiqiubuduantisheng，doujiangcushishengchanqiyehedianshangpingtaitingzhiyiweizhuiqiushuzi、mangmukuozhanghefengkuangyingxiao，zhuanerrenzhenshenshiziwo，zhongshichuangxin，jiaqiangkeyanliyuchanpinli，tigaofuwupinzhi。