In 2023, Taobao Merchant Service Hall showed that Taobao Double 12 was cancelled and would not be held again. At the same time, a large-scale platform activity "Taobao Year-end Good Price Festival" will be held in 65438+February 2023. Although the volume of double 12 is indeed smaller year by year, Taobao directly announced that it will no longer be held, which can be regarded as a big promotion of Taobao Department and officially came to an end.
According to the official news of Taobao, the Taobao Good Price Festival will be officially opened at 8 pm on February 9, 2023. Compared with double 12 in previous years, the discount intensity, business scale and commodity scale have all been greatly improved. From double 12 to Taobao New Year Festival, Taobao may have found a more suitable promotion form for consumers. Many e-commerce platforms have launched similar activities, leading to excessive competition in the market. Taobao may hope to reduce the competition in the industry by canceling the double 12 and turn to a more distinctive and differentiated year-end good price festival.
Brief Introduction of Taobao Double 12 Positioning Limitations
Before the launch of Taobao Shuang 12, there were only two festivals in the industry, Taobao Shuang 1 1 and JD.COM 618. The birth of Shuang 12 still attracted people's attention. Later, more and more platforms launched their own e-commerce festivals: Suning.cn 818 Fever Shopping Festival, Tik Tok 92 1 Good Things Festival, A Auto Quick Less116 Warm Heart Shopping Festival, 99 Poly Cost-effective Festival and so on. The positioning of the double 1 1 2 after one month is even more embarrassing.
By 2022, Taobao's last double 12 will no longer have a sense of existence for consumers and businesses will no longer have passion. Some merchants tell them at a glance, because on the one hand, the profit has not got the expected flow, on the other hand, the cycle of double 1 1 has become longer, and many remaining problems need to be dealt with.