双11最冷一年！阿里巴巴首次不公布销售额

米兰 2022-11-13 简体 | 繁体

今年双十一购物狂欢节大陆电商平台十分低调，消费主力的年轻人也热情不再。阿里巴巴宣布今年不只不办名人晚会，也不会举办最终商品成交金额（GMV）统计倒数计时的活动，阿里巴巴预估销售额可能仅较去年持平。

彭博社估算，双11销售额会自2009年开办，史无前例下跌。路透社分析指出，中国消费者信心正处于低潮，主要受到严格的新冠疫情限制和经济急剧放缓的严重打击。大陆媒体以《年轻人逃离双11》为题，报道双11热潮不再，也有媒体批评部分商家采取先涨价后降价欺骗消费者有折扣的现象。

《联合报》引用贝恩公司调查指出，2022年双11只有 24％的受访者计划今年增加支出。

今年双11，一篇《年轻人逃离双11》文章广传，文中指出大陆电商节的盛行，直播带货的无处不在，给了年轻人逃离双十一新的理由。内地消费者分享，“很多东西没必要等到双11去买，经常就会有打折促销活动。”

文中指出，网路行销无孔不入地渗透进生活，当消费主义企图绑架人们的欲望的时候，逆消费主义的人就多了起来，许多年轻人加入这个行列。

2021年，中青网双十一发布的调查显示，超过86％的消费者表示自己能在双十一期间做到理性消费。预售时间过早、行销套路太深，取代折扣力度、平台补贴大战，成为大部分消费者对本届双十一的最终印象。

此外，今年许多消费者投诉称许多商家“先把价格涨起来，然后双十一当天再降到原来正常销售价格，让不知情消费者以为是卖家大降价。”这样的情况层出不穷。多个品牌在今年登上微博热搜。

黑猫投诉新资料显示，近五年来双十一年收到近8,000条投诉资讯，此外，同样的物品不同帐号购买价格不同的情况也很常见。内媒指出，双11应该“真正让利于民，电商的未来才能走得更远。”

本文由看新闻网原创、编译或首发，并保留版权。转载必须保持文本完整，声明文章出自看新闻网并包含原文标题及链接。

本文网址：https://vct.news/news/a87b53fc-1aac-43cb-9fc4-59b1a4aa5727

促销双11 双11销售额电商阿里巴巴

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