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当阿里巴巴以总理办公室来电为第7个“双11”揭开盖头,当各项所谓的吉尼斯纪录在水立方的大屏幕和万千电商从业者的手机上刷屏,当全天成交额定格于912.17亿元,商业社会在为这个天文数字狂热时,许多清醒的参与者与旁观者嗅到的却是空气中弥漫的衰亡气息。我曾特意询问一位茶企老板对“双11”的看法,他沉吟一会儿,悠悠而道:爱恨交加,恨大于爱。不参与吧,好像被边缘化了,参与吧,高昂的促销和广告费用造成的结果是卖得越多亏得越多。
When Alibaba called the Prime Minister’s office for the 7th “Double 11”, when the so-called Guinness Book of Records swipes at the Water Cube’s big screen and thousands of E-commerce practitioners’ phones, The daily turnover was fixed at 91.217 billion yuan. As the commercial community was fanatical to this astronomical figure, many sober participants and onlookers smelled the perilous atmosphere of the air. I have specifically asked a tea company owner on the “double 11” view, he pondered for a while, long time: love and hate, hate more than love. Do not get involved, seem to be marginalized, get involved, the result of expensive promotions and advertising costs is the more you sell the more you lose.