Canceled Double 12: Why Double 11 & 12's Not Appealing Any More

The Chinese E-commerce Giant Taobao has recently cancelled “Double 12” after the dismal sales performance during Double 11. Not only Taobao but all the main E-commerce has conveniently skipped the part of declaring their report for Double 11.


Alibaba's once-famed Double 11 Shopping Day, renowned for exclusive discounts and irresistible promotions, is now witnessing a decline in consumer enthusiasm. This shift in sentiment is primarily linked to the diminishing effectiveness of the discounts offered, concealed behind a plethora of discount tactics.


The allure of substantial discounts that once drew consumers is losing its sparkle. What was once a celebrated shopping extravaganza, brimming with enticing deals, has turned into a labyrinth of discount strategies. Consumers are increasingly disheartened, realizing that behind the multitude of discount offers, the actual savings may not be as significant as they appear.


The charm of Double 11's discounts, although still present, has been diluted by the oversaturation of marketing strategies. Consumers, initially attracted by the promise of substantial savings, now find themselves navigating through a maze of complex discount structures, feeling less convinced of the genuine value provided.


The evolving retail landscape has witnessed the entry of major supermarkets like Freshippo, Sam's Club, and Costco, advocating for a consistent and competitive pricing model year-round. This strategic shift has significantly impacted consumer preferences, drawing attention from the annual shopping spectacle to a more practical and predictable pricing structure.


This transition in consumer behavior underscores the changing landscape of shopping preferences. Instead of eagerly waiting for one grand sale, consumers now seek long-term value, favoring consistent and competitive pricing models that offer reliability and savings throughout the year.


As consumers begin to recognize the disparity between perceived and actual savings, their trust in these seasonal sales events diminishes. While Double 11 once represented an unrivaled shopping experience, the prevalence of intricate discount tactics is gradually eroding its appeal.


In conclusion, the waning allure of Double 11 can be attributed to the diminishing efficacy of discounts and the prevalence of intricate marketing strategies. Consumers are becoming increasingly aware of the actual value behind the advertised discounts and are leaning towards more consistent pricing models offered by emerging supermarket giants.


This shift in consumer sentiment marks a transformation in the retail landscape, emphasizing a preference for long-term value and reliability over sporadic sales events. As consumer behavior continues to evolve, the future of shopping events like Double 11 will rely on adapting to these changing preferences while maintaining genuine value and trustworthiness in their offers.