Fresh products make up for the shortcomings of the e-commerce giant "double 11"

Looking at the development in recent years, although Singles' Day is getting more and more lively year by year, its mode and style of play have hardly changed. The home court is always owned by the e-commerce giants, and the main products are also concentrated in digital 3C, cosmetics, clothing, bags and other things, and the consumer behavior of users is gradually fixed: staying at home, staring at the screen and brushing orders. However, the consumption of life services such as fresh distribution, entertainment and leisure, tourism and travel has been absent for a time.

The absence of consumption of life services has turned the consumption behavior that should have been treated by God into an "fierce war". In previous years, this often happened on Singles' Day: young girls came to the company with dark circles to go to work, and their thoughts and fingers were taken away by the screen when they fired at 10:00 or 12:00, and they were absent-minded at work. Stay up late, squat in the toilet, ask for leave. During the Singles' Day holiday, the tricks of the blood clans emerged one after another, and many blood clans could not help feeling that "it is not easy to grab something."

After the investigation, the reporter found that the categories that users try their best to grab are mainly concentrated in clothing, digital, cosmetics, bags and other categories that can be hoarded. Experts believe that the concentrated outbreak of panic buying has a negative impact on users' work, life and even health, and requires fresh distribution, entertainment and leisure platforms to make up for the shortcomings of Shuang 11.

On November 3, the reporter found that the strength of the "special purchase" channel is very strong in the one-meter fresh APP. If the order is over 69.9yuan plus one penny, you can buy an one-meter fresh brand pomelo "+ pomelo". Imported avocados, Jiannong sweet bananas, Vietnamese dragon fruits, and other fruits necessary to stay up late are all offered buy-and-give discounts. The purchase prices of high-end fruits such as avocados and Philippine pineapples are already lower than the double 11 promotion prices offered by some fresh platforms.

In the view of the industry, one meter fresh, who has been doing things with a dull head, has also participated in the double 11 promotion this time. Liu Jing, head of the one-meter fresh market, introduced to the reporter that these are only daily operational activities of one-meter fresh, and Singles Day is just one of them. One-meter fresh mainly deals with fresh fruit, while fruit consumption is a high-frequency and high-density daily consumption. Users will not store enough fruit for a month because of the Singles Day promotion, but must eat it often and often. Therefore, our positioning for Singles Day is also very clear, Shopping should be a happy thing, but now that all kinds of e-commerce have been fighting, we hope that with the company of one meter of fresh fruit, we can return shopping to the original "happiness". Therefore, the introduction of "+ pomelo" exchange means refueling for Singles Day, and the preferential activities are more targeted in replenishing VC, anti-fatigue, hydration, anti-radiation and other effects of fruit, in the hope that users stay up late to buy at the same time still healthy, beautiful, happy.