With the total retail sales of consumer goods and the growth rate of online retail sales both declining, this year's Double Eleven will officially end the high growth and enter a period of steady growth. For major e-commerce companies, this year's Double Eleven will no longer be a "commercial show", but a performance test, especially for those e-commerce special database platforms that are still losing money, without the growth of GMV and membership. Myths, stories that simply emphasize the number of active users on the platform have lost their appeal.
The passion of national consumption has cooled down. Double Eleven is no longer a national carnival In 2019, affected by the overall social and economic environment, the consumption enthusiasm of the entire society has also changed. Especially in the first half of this year, the performance of the entire consumer industry was particularly flat. According to special database data from the National Bureau of Statistics: From January to June, the total retail sales of consumer goods nationwide reached 19.5 trillion yuan, a year-on-year increase of 8.4%, and the growth rate dropped by 1 percentage point year-on-year.
Among them, online retail increased by 21.6% year-on-year, and the growth rate dropped significantly year-on-year, reaching 8.2 percentage points. In addition, according to the data released by the National Bureau of Statistics for the first three quarters of 2019, the total retail sales of consumer goods in the first three quarters was 29,667.4 billion yuan, an special database increase of 8.2% year-on-year, and the total retail sales of consumer goods after deducting automobiles increased by 9.1%. According to the location of business units, the retail sales of urban consumer goods was 25,352.4 billion yuan, an increase of 8.0% year-on-year.