Platform competition under the “full-term Double Eleven”

With the price of PC hardware such as CPU and GPU continuing to rise, compared with previous years, the price of PC products during this year's "Double Eleven" did not show a significant downward trend. According to the International Data Corporation (IDC) China PC Market Quarterly Tracking Report, the average unit price of notebooks is expected to be US$811 in the fourth quarter of 2021, an increase of 8.2% over the same period last year; the average unit price of desktops is US$553, an increase of 13.2% over the same period last year. The high prices have also invisibly prolonged the replacement cycle of consumers, causing the PC market to slow down its growth during this "Double Eleven".

As we all know, live streaming e-commerce, which has developed rapidly in recent years, still plays an important role in the "Double Eleven" e-commerce festival. Live streaming e-commerce represented by Douyin and Kuaishou drives product sales with original content from anchors and live streaming with goods. Different from the graphic form of traditional e-commerce, live streaming with goods presents goods to users in a more intuitive way. The anchor uses his own private domain traffic and ability to bring goods to help more users understand the product in the shortest time. His credibility as a key leadership, price reduction and limited shelf form can quickly promote users to "plant grass". While attracting more traffic eyeballs, it also indirectly stimulates users' unplanned consumption, thereby greatly improving the conversion rate. As the user group watching live streaming with goods gradually expands, live streaming with goods has also gradually transitioned from the top anchors to the trend of bringing goods to the whole people.

Driven by the Internet anti-monopoly policy, competition among various platforms has become an inevitable trend in the e-commerce industry. In recent years, whether it is the "Double TikTok and Kuaishou" platforms that focus on short videos, or the rapid development of Pinduoduo, the entry of these platforms has undoubtedly accelerated the formation of a diversified pattern of e-commerce platforms. It has also objectively diluted the traffic of the top platforms. At the same time, as e-commerce platforms gradually change from a single search form to a diversified form, the main source of traffic for "Double Eleven" is also changing from the "user search + preference recommendation" model to an online and offline multi-channel model. On the other hand, the competition among various e-commerce platforms has given manufacturers and consumers more room for choice.