The double 11 dilemma of small and medium-sized businesses: they can't escape and can't afford to play

当时商家参与活动时，平台会给予补贴，但提供的商品必须是全网最低的价格，至少提供10000件库存。

At that time, when businesses participated in activities, the platform would give subsidies, but the goods provided must be the lowest price in the whole network, and at least 10000 pieces of inventory should be provided.

"我们以10元左右的价格销售小吃和日用品。我们与厂商谈过合作事宜。平台通过后，产品由平台销售给主播。我们有很多东西，原价超过10元，平台补贴10元。用户只需要几元钱就可以购买。"他回忆道。

"We sold snacks and daily necessities for about 10 yuan. We talked to the manufacturer about cooperation. After the platform was approved, the products were sold by the platform to the anchor. We had a lot of things with an original price of more than 10 yuan, and the platform subsidized 10 yuan. Users only needed a few yuan to buy them," he recalled.

有一天，可能会有多个主播同时播出，飞鱼的店铺订单开始飙升，当天卖出了40多万份订单。突然，命令爆发了。该平台要求确保5分钟的响应速度，并在48小时内交付货物。他只能雇佣20多名临时客户服务人员，制造商开始雇佣临时人员送货。

One day, there may be multiple anchors broadcasting at the same time, and the shop orders of flying fish began to soar, selling more than 400000 orders on the same day. Suddenly, orders burst. The platform asked to ensure a five minute response rate and deliver goods within 48 hours. He could only hire more than 20 temporary customer service, and the manufacturer began to hire temporary people to deliver goods.

他说："当时，订单印刷机每天24小时工作，其中有几台出现故障。尽管如此，它仍未能在48小时内交付40万份订单。该平台还扣减了我们的信誉分，并罚款5000或6000元。"。

"At that time, the order printing machine worked 24 hours a day, and several of them broke down. Even so, it failed to deliver 400000 orders within 48 hours. The platform also deducted our reputation points and fined 5000 or 6000 yuan," he said.

飞鱼很兴奋地想到，在接下来的几天里，情况也是如此。结果，第二天没有订单。

Flying fish was excited to think that this was also the case in the next few days. As a result, there was no order the next day.

然后问题又来了。因为东西便宜，制造商们找到了便宜的物流公司，如天天快运和吉途快运。他们还尽最大努力降低包装盒的成本。许多零食在使用者手中被压得变形，许多人拒绝或直接退货。后来，据计算有40%的回报率。

Then the problem came again. Because things are cheap, manufacturers find cheap logistics companies such as Tiantian express and Jitu express. They also try their best to reduce costs on the packaging boxes. Many snacks have been pressed out of shape in the hands of users, and many people refuse or return them directly. Later, it was calculated that there was a 40% return rate.

一些登录的用户向商店客服投诉零食味道不好，数据线间歇性充电。不可能。活动期间，飞鱼还紧急下架了几款畅销但投诉颇多的产品。

Some users who signed in complained to the store customer service about the bad taste of snacks and the intermittent charging of the data line. No way. During the event, flying fish also urgently took off the shelves several products that sell well but have many complaints.

"有些产品的订单太多，有些甚至在出售前准备好的1万块蛋糕都没有退货。"他说，"许多蛋糕食品的保质期很短，这些东西基本上都被制造商砸碎了。最后，我们对制造商非常不满。"

"Some products have too many orders to send, and some don't even return the 10000 pieces prepared before they are sold." he said, "the shelf life of many cake foods is very short, and those things are basically smashed in the hands of the manufacturers. Finally, we got very unhappy with the manufacturers."

起初，飞鱼被贴上了标签。售价11元的耳机，厂家报价8元，平台收取2%的服务费，主播收取1%的佣金。按照原来的计划，他可以有1元以上的微利。如果单个数量足够大，利润是可观的。

At first, flying fish was posted. For an earphone selling for 11 yuan, the manufacturer quotes 8 yuan, the platform charges 2% of the service fee, and the anchor gets 1% of the Commission. According to the original plan, he can have a small profit of more than 1 yuan. If the single quantity is large enough, the profit is considerable.

但当他真的破产时，除了回报，加上13%的税点，他在最终结算中损失了560万元。

But when he actually ran down, in addition to the return, plus the 13% tax point, he lost 5.6 million yuan in the final settlement.

恢复后，主要原因是产品不好，瞬时单量过大。

After the resumption, the main reasons are that the product is not good and the instantaneous single quantity is too large.

"在产品方面，不能承诺备货、不能保证48小时内交货、价格不够低的制造商无法被选中。最终，他们寻找的是规模稍小的工厂，销售的是劣质品牌。事实上，劣质的资金驱逐了优质的资金。在选择产品时，制造商的许可证是无效的完成后，发送给我们的样品没有问题，我们在短时间内没有很多东西如何判断质量。"

"In terms of products, the manufacturers who can't promise to prepare goods, can't guarantee delivery within 48 hours, and the price is not low enough can't be selected. In the end, they are looking for slightly smaller factories and sell bad brands. In fact, bad money drives out good money. When selecting products, the manufacturer's licenses are complete, the samples sent to us are no problem, and we don't have many things in a short time How to judge quality. "

另外，飞鱼也承认有数据线和耳机，厂家的报价是8元。以这个价格不可能有任何高质量的产品。

In addition, flying fish also admitted that there is a data cable and a headset, and the manufacturer's quotation is 8 yuan. It is impossible to have any high-quality products at this price.

在每年的双11上，在平台令人眼花缭乱的营业额和大主播令人印象深刻的业绩背后，有很多像智成和飞鱼这样的中小企业亏损。

On the double 11 every year, behind the dazzling turnover of the platform and the impressive achievements of the big anchors, there are many small and medium-sized businesses like Zhicheng and flying fish that lose money.

你为什么不能赚钱？

Why can't you make money?

中小企业把希望寄托在双11上，主要是因为它们的日常运营并不理想。

Small and medium-sized businesses place their hopes on double 11, largely because their daily operation is not ideal.

去年底，志诚一开店就遇到了"电商蟑螂"，也就是所谓的职业假人。他们通过12315投诉该店，理由是在产品包装上使用了不合理的宣传。"货物应该在淘大百货提货。应该有30天的销售记录、买家展示、用户问答。一页不容易积累，一旦下架就会被清空。"他说，现在开新店越来越难了。

Zhicheng met the "e-commerce cockroach" as soon as he opened his store at the end of last year, that is, the so-called professional dummy. They complained about the store through 12315 on the grounds that unreasonable publicity was used on the product packaging. "The goods should be raised in the Amoy department. There should be 30 days of sales records, buyer shows, user questions and answers. One page is not easy to accumulate and will be emptied once it is off the shelf." he said that it is becoming more and more difficult to open a new store now.

为什么电子商务平台故意"制造节日"并尽力吸引用户，但一些参与双11的中小企业却抱怨他们"赚不到钱"？

Why do e-commerce platforms deliberately "create Festivals" and try their best to attract users, but some small and medium-sized businesses participating in double 11 complain that they "can't make money"?

从近年来电子商务的发展来看，首先，整个淘大系统的流量在下降。"当我们开始为淘大部门提供服务时，我们说一半的流量来自企业，一半的流量来自类别。到2020年初，由于平台上的流量也在下降，淘大流量已成为企业流量的3/4和类别流量的1/4。"。

Looking at the development of e-commerce in recent years, firstly, the traffic of the whole Amoy system is declining. "When we first started to provide services to Amoy department, we said that half of the traffic from businesses and half of the traffic from categories. At the beginning of 2020, it has become 3 / 4 of the traffic from businesses and 1 / 4 of the traffic from categories, because the traffic on the platform is also declining," Zhicheng said.

最初，交通量很小。此外，淘大系统内的交通也在"打斗"。由于商品直播的普及，大量用户进入了维雅、李佳琪等大主播直播室。很少有人访问淘宝，不去直播室的商店的流量也很小。

Originally, the traffic is small. In addition, the traffic inside the Amoy system is also "fighting". Because of the popularity of live broadcasting with goods, a large number of users have gone to the big anchor live broadcasting rooms such as Weiya and Li Jiaqi. Few people visit Taobao, and the traffic of shops that do not go to the live broadcasting room is also very small.

对于中小企业来说，上达主播直播室的选择门槛太高，坑费太高。选择商店自播或小锚与货物也不断踩坑。

For small and medium-sized businesses, the selection threshold of Shangda anchor live broadcasting room is too high, and the pit fee is too high. Choosing store self broadcasting or small anchor with goods also keeps stepping on the pit.

志诚曾经尝试在一个短视频平台上进行店铺自播。当商店每天的营业额不到3万元时，一切都是安全的。一个多月后，当这家商店每天能卖出5万元后，营业额就再也无法上升了。他发现，如果不在广告上花钱，即使商店有粉丝，也没有流量。

Zhicheng once tried to do store self broadcasting on a short video platform. When the daily turnover of the store was less than 30000 yuan, everything was safe. More than a month later, after the store could sell 50000 yuan a day, the turnover could not go up. He found that without spending money on advertising, even if the store has fans, there is no traffic.

他得出结论，不支付"保护费"，就不可能在别人的农场做生意。然而，推出信息流广告并不是一项长期计划。一旦发射停止，它仍然无法销售商品，转换后的投入产出比也不理想。

He concluded that it is impossible to do business in other people's farms without paying "protection fees". However, it is not a long-term plan to launch information flow advertising. Once the launch stops, it still can not sell goods, and the converted input-output ratio is not ideal.

但如果你不卖，就不会有销售。商店甚至没有基本数据，根本无法支持。在不到一年的时间里，志诚损失了100多万元。

But if you don't sell, there will be no sales. The store doesn't even have basic data and can't support it at all. In less than a year, Zhicheng has lost more than one million yuan.

此外，双11等大型节日的流量也在下降。海豚俱乐部联合创始人纳明远分析说，电子商务制作的节日太多，让人麻木。而且，用户都知道维雅和李佳琪直播室的东西是最便宜的。他们可以在平时通过观看直播购买低价商品。他们不需要等待double 11，因此double 11购物的用户数量近年来也在下降。

In addition, the traffic of large festivals such as double 11 is also declining. Na Mingyuan, co-founder of dolphin club, analyzed that there are too many festivals made by e-commerce, which makes people numb. Moreover, users all know that the things in the live broadcasting room of Weiya and Li Jiaqi are the cheapest. They can buy low-priced goods by watching the live broadcasting at ordinary times. They don't need to wait for double 11, so the number of users of double 11 shopping has also decreased in recent years.

针对双11，许多中小企业的反馈是："如果你不参加活动，你会死，如果你参加，你会死"。因为参加活动必须有折扣和广告费。要找到主播需要支付维修费和佣金。他们自己的产品赚不了多少钱，参加大促销的报酬更是糟糕。

Specific to the double 11, the feedback of many small and medium-sized businesses is: "if you don't participate in the activity, you will die, and if you participate, you will die". Because there must be discounts and advertising fees to participate in the activities. There are pit fees and commissions to find the anchor. Their own products don't make much money, and the compensation for participating in the big promotion is even worse.

"电子商务平台的双11与大型商场的折扣相同。老品牌或大型商店可以获得流量，新品牌和小型商店只能专注于参与。此外，当许多大品牌每年都争相表现时，该平台必须是优先的大金融家，"志诚说。

"The double 11 of e-commerce platform is the same as the discount of large shopping malls. Old brands or big stores can get traffic, and new brands and small stores can only focus on participation. Moreover, when many big brands rush performance every year, the platform must be the priority big financier," Zhicheng said.

几年前，一些参与双十一的中小企业也出现了亏损。当时，我们讲的故事是赔钱赚钱。但是现在很多企业发现他们不能亏本赚钱。双11"切肉"带来的用户未来没有明显的再购买。在这种情况下，飞鱼选择逃离双11，而志成仍在赔钱挣扎维持。

A few years ago, some small and medium-sized businesses participating in the double 11 also lost money. At that time, the story we told was to lose money and earn money. But now many businesses find that they can't earn money at a loss. The users brought by the double 11 "meat cutting" have no obvious re purchase in the future. In this case, flying fish chose to escape double 11, and Zhicheng is still struggling to maintain by losing money.

中小企业的出路在哪里？

Where is the way out for small and medium-sized businesses?

在纳明远看来，不能计算账户的企业不能参与双11。大企业有资本赔钱赚钱。此外，许多类别的利润结构不同，例如化妆品，其成本低，品牌溢价高。"是否参加双11取决于商家的目的，是销售额、利润、影响力还是清仓。如果清仓清仓可以，但很难追求利润。"

In Na Mingyuan's view, businesses that can't calculate their accounts can not participate in the double 11. Large businesses have capital to lose money and earn cries. Moreover, the profit structure of many categories is different, such as cosmetics, which has low cost and high brand premium. "Whether to participate in the double 11 depends on the purpose of the merchant, whether it is sales volume, profit, influence or inventory clearance. If it is OK to clear inventory and influence, but it is very difficult to pursue profit."

在未来，中小企业应该如何摆脱困境？许多企业的共识是，不要寄希望于大的晋升，而是诚实地培养内部技能。

In the future, how should small and medium-sized businesses get out of trouble? It is the consensus of many businesses not to place hopes on great promotion and honestly cultivate internal skills.

许多企业发现，以前的许多逻辑不再适用于电子商务。Tiktok，一家早期行业的新店，发现了1000本小红皮书KOC草，然后1000人制作了一段短片，并选择了一位大主播，如李佳琪、罗永豪等，带来商品，外加一位店主。

Many businesses find that many of the previous logics are no longer applicable to e-commerce. Tiktok, a new shop in the early industry, found 1000 small red books KOC grass, and then 1000 people to make a short video, and choose one of the big anchor, such as Li Jiaqi, Luo Yonghao and so on, to bring goods, plus a shop's master.

但现在，这个行业的成交量，这些都只是例行公事。

But now, the industry volume, these are just routine operations.

纳明远指出，中小企业未来的出路之一是改变规模思维和用户思维，转向盈利思维。

Na Mingyuan pointed out that one of the ways out for small and medium-sized businesses in the future is to change their scale thinking and user thinking and turn to profit thinking.

他进一步解释说，公司首先应该赚钱，确保生存。以前的低价榨干和等待未来资金的方式已不再适用。事实上，企业很难从低价转向高价。因此，企业应该在做好产品的基础上提高价格，保持价格，否则品牌就会消失。"真正喜欢一种产品的人将不再关心它的价格。对于过于关心价格的'羊毛党'，企业很难从他那里赚钱。"

He further explained that the company should first make money and ensure to live. The previous way of draining at a low price and waiting for money in the future is no longer applicable. In fact, it is difficult for businesses to change from low price to high price. Therefore, businesses should raise the price and hold the price on the basis of doing a good job in products, otherwise the brand will disappear. "People who really like a product will no longer care about its price. For the 'wool Party' who cares too much about the price, it is difficult for businesses to make money from him."

此外，车站内没有交通，许多商家开始将目光投向车站外。

In addition, there was no traffic in the station, and many businesses began to cast their eyes outside the station.

那明远补充说，如果想在颤抖的声音上做生意，找大V tiktok比品牌自播要好。大型V带产品的总体投资回报率约为4-5，但品牌自播的投资回报率也为1-2，并且这个数字一直在变化。很多品牌一开始觉得效果不错。在持续投资后，他们发现投资回报率无法恢复，最终大量库存被他们手中折叠起来。

That Ming Yuan far complements, if want to do business on the trembling sound, find big V tiktok better than brand self broadcast. The general ROI of large V-belt goods is about 4-5, but the ROI of brand self broadcast is also 1-2, and this number has been changing. Many brands felt that the effect was good at the beginning. After continuous investment, they found that the ROI could not run back, and finally a large amount of inventory was folded in their hands.

"但企业也应该知道，观看电视直播购物的用户容易冲动消费，回报率高。此外，电视直播销售对品牌建设没有什么价值，因为用户认识到了大v。"Na Mingyuan说。

"But businesses should also know that users who watch live TV shopping are prone to impulsive consumption and return a lot. In addition, live TV selling is of little value to brand building, because users recognize big v." Na Mingyuan said.

许多业内人士告诉申然，获得流量后，普通企业更重要的一步是做"私有域流量"，即在电子商务平台上引导流量，并将其转移到品牌自己的社区甚至个人社交账户。因为私人交通更具粘性，更稳定，更商业化。

Many insiders told shenran that after getting the traffic, the more important step for ordinary businesses is to do "private domain traffic", that is, guide the traffic on the e-commerce platform and transfer it to the brand's own community or even personal social account. Because private traffic is more viscous, more stable and more commercial.

打磨产品，告别价格战，与目标用户建立深厚的关系，也许不能完全"打破"新品牌的"圈子"，但可能会给陷入泥潭的中小企业带来一线希望。电子商务还有很长的路要走，他们只能摸索前进。

Polishing the products, bidding farewell to the price war and establishing a deep relationship with the target users may not completely "break the circle" for the new brand, but it may give a glimmer of hope to the small and medium-sized businesses trapped in the quagmire. E-commerce has a long way to go, and they can only grope forward.

*图片来自VisualChina，文本中的图片来自pexels。应被采访者的要求，智成和飞鱼在文章中是笔名。

*The picture is from visual China, and the picture in the text is from pexels. At the request of the interviewee, Zhicheng and flying fish are pseudonyms in the article.

Link：https://new.qq.com/omn/20211108/20211108A01MLD00.html

update time：2021-11-08 14:58:01