双十一，开启新的“江湖”

一年一度的双十一，来了。

昨天晚上至今天凌晨，电商平台的双十一购物节迎来高潮。从各大电商披露的数据看，今年的双十一依然“战绩显赫”，大量品牌迅速破亿，海量中小商家增长强劲，数百万农户大幅增收。

不知不觉间，双十一已经走到第13个年头。这个原本被用来庆祝光棍节的日子，早已被一场年度购物大狂欢取而代之，并从一个单一电商平台的营销手段，到如今几乎席卷所有消费场域，成为吸引社会各阶层广泛参与的消费现象。

伴随着新消费模式的出现，加上疫情等多种因素的叠加影响，今年的“双十一”也开启新的走向。

Presales for the Double 11 shopping spree, the biggest of its kind falling on November 11 each year in China, came earlier this year. Thousands of online merchants are offering huge discounts to consumers to boost revenues as the country continues its economic recovery from the pandemic.

实际上，大部分消费者可能已经提前度过了一个“兵荒马乱”的夜晚。近两年来，双十一的战线拉得越来越长，多个购物平台争相抢跑，相继把预售提前到10月中下旬，开启流量争夺战。

从十月中旬开始，各大品牌的预售消息就扑面而来。年年“玩法”翻倍的双十一，规则设置依旧层出不穷，时间节点提前的同时，支付也被分为两次进行。不仅纷繁复杂的消费套路需要时刻警惕，为了获得更多优惠，消费者还需要时刻蹲守直播间。

随着直播带货成为电商平台的标配，今年的双十一，直播电商依旧成为各品牌争抢流量的主战场，仅预售日当天，多名头部主播的销售额就已经突破十亿元大关。直播带货也逐渐从头部主播之间的竞逐，走向品牌自播的新浪潮。

This year's sales period was expanded into a "shopping season" – from October 20 to November 11, with two sales windows – the first is November 1 to 3, and the second is November 11.

It's another annual Double eleven shopping spree in China – one of China's most popular online shopping events. As people get busy buying, retailers are exploring new ways – such as live-streaming – to sell.

Consumers can view the items through live-streaming. That gives them a better sense of what they are paying for, which is why brands have been quick to get in on the action, adopting this model as an essential part of reaching customers.

今年双十一，除了传统大品牌表现亮眼以外，国产品牌和中小品牌也强势突围。根据天猫发布今年双11部分数据显示，截至11月11日0点45分，已有411个去年成交额过百万的中小品牌，今年销售额突破千万。其中不仅有华为、鸿星尔克等一大批人气国货品牌，也有百雀羚、回力这样的老字号，蕉内、添可等新品牌也跻身成交额过亿之列。

不仅美妆、运动、手机、食品饮料等品类的国货销量呈爆发式增长，助农产品也成为今年双十一各大平台的销售主力军。消费者对来自地标原产地的国产生鲜青睐有加，通过专场直播、货品补贴等形式，新疆库尔勒香梨、江苏宿迁霸王蟹、宁夏葡萄酒、贵州修文猕猴桃等农特产品得到有力推广，成交额均有大幅提升。

多家电商平台集中开展大促也让快递业务量猛增，物流行业迎来年度大考。值得注意的是，低碳消费成为今年双十一的新趋势。

今年双十一来临之际，中国快递协会向全行业发出主题为“绿色快递 人人有为”的倡议，各大电商平台紧随其后，天猫上线绿色会场，以“绿色、低碳”为主题，苏宁易购也发布“低碳消费力”战报等。与此同时，绿色物流正在加速发展。更多的用户倾向购买环保包装的商品，不少企业也启动了包装箱循环共享业务。

物流回归绿色的同时，消费者的消费理念也正在回归理性。尽管双十一让不少消费者购物热情高涨，但受疫情影响，大众消费观念已经发生了较大转变，在大促期间疯狂“买买买”的习惯正逐步被理性消费所取代。

China's Double 11 (November 11) online shopping spree this year is not only a shopping extravaganza, but also a carbon reduction test field which echoes the country's call on green and low-carbon development.

On October 18, China Express Association issued a green Double 11 initiative to the logistics industry. The initiative said 80 percent of e-commerce should be no longer repackaged, and the use of disposable plastic foam boxes should be reduced. E-commerce giants took the sales opportunity to join the country's environmental campaign by promoting low carbon products and reducing waste. Alibaba's Tmall issued 100 million yuan ($15.63 million) worth of green shopping vouchers to encourage users to purchase low-energy home appliances and certified green products.

There are also signs that consumers are becoming more rational and "greener" in their shopping habits during the festival, choosing to buy things they really need instead of hoarding tissues and laundry detergent like they used to.