Did your shopping algorithm “graduate” during this Double 11?

As the curtain of Double 11 in 2024 slowly falls, we can't help but ask: In this shopping season full of algorithms and strategies, will consumers' shopping algorithms also "graduate"? This article will take us to explore how consumers adjust their shopping strategies in the face of changes in platform algorithms.

Zhang Shule, columnist for People's Daily Online and People's Post and Telecommunications News, said that the platform algorithm has changed, but so has the consumers' inner actuarial thinking, from arithmetic problems to multiple-choice questions.

Algorithms are not only owned by platforms.

Everyone is his own actuary.

During this Double 11, the shopping algorithms of many consumers graduated.

Are you among them?

This year's "Double 11" comes earlier than in previous years.

It seems that judging from the results of Double 11, everything is beautiful.

On October 8, Douyin and Pinduoduo started warming up for their big promotion; on October 14, Tmall and JD.com simultaneously launched the "Double 11" event.

This means that this year's "Double 11" time span lasts about one month, refreshing the shopping cycle since the birth of the "Double 11" concept.

At 24:00 on November 11, the 2024 Tmall Double 11 came to an end, with the total transaction volume growing strongly and the scale of purchasing users reaching a new high.

During the entire Tmall Double 11 period, 589 brands achieved sales of over 100 million yuan, a year-on-year increase of 46.5%, setting a new historical record.

Tmall’s old rival JD.com also released its Double Eleven battle report.

The battle report shows that as of 23:59 on November 11, the number of JD.com’s 11.11 shopping users in 2024 increased by more than 20% year-on-year, and the volume of JD.com’s procurement and sales live broadcast orders increased by 3.8 times year-on-year.

The first entry of government subsidies has also become a highlight of this year's "Double 11", and the popularity of "old for new" has soared.

Some media launched a questionnaire survey on the consumption trends of 3C digital products.

Data shows that with the combined effects of big promotional discounts and government subsidies for old-for-new products, half of consumers said they saved more than 500 yuan, with mobile phones, smart watches and laptops becoming the most popular categories of products replaced.

But more importantly, the entry of the post-00s.

During this year's "Double 11", the top Internet celebrities turned into plush toys, and young people's "emotional partners" ushered in new growth.

"Fluffy" dolls that can provide emotional value and spiritual comfort are not only popular among children, but also among many adults. Thousands of netizens are busy "paying for cuteness."

According to public data, the transaction enthusiasm for plush toys on Tmall's "Double 11" has soared.

On Taobao, relying on AI data technology and user insights, many unexpected segments are leveraging vertical advantages, and dark horse brands and tracks are emerging.

Data shows that on the first day of Tmall's Double 11 sales, transactions in more than 200 categories, including steel plates, motors, low-voltage contactors, business services, design services, and customized packaging supplies, doubled year-on-year; transactions in multiple market segments such as spare parts and consumables, electronic and electrical, and complete equipment exceeded 100 million yuan.

Among the merchants with outstanding performance, there are many “newbies” who are participating in Double 11 for the first time.

What changes in consumption concepts are reflected behind the new consumption trends on Double Eleven this year?

What does consumers’ consumption choices reflect?

In this regard, "Xiaoxiang Morning News" reporter Chen Shixian and Shu Le had a discussion. I think:

The platform algorithm has changed, but the consumers’ inner calculations have also changed, from arithmetic problems to multiple-choice questions.

For many years, Double 11 has been about creating an atmosphere that stimulates emotions and leads to impulse consumption, which has also resulted in the word "剁手" (shopping spree) becoming a hot search topic every Double 11 for the past decade.

But now with rational consumption, low prices alone are no longer enough to drive consumers.

More and more rational consumers are starting to move from the optimal solution to the arithmetic problem of how to spend the coupons to the multiple-choice question of what is the most appropriate thing to buy.

Consumers' choices are not actually limited by economic conditions, but by ideas.

Over the past decade, the Double 11 strategy has been overly intensively focused on fast-moving consumer goods, which has long caused consumer fatigue.

Consumers' deeper life needs are a combination of multiple categories.

The hot segmented track just illustrates the desire to break away from fast-moving consumer goods.

The release of consumer desire over a year is something that fast-moving consumer goods cannot bear.