Fresh produce category fills the gap of e-commerce giants during Double 11
Looking back at the development of recent years, although Double 11 gets livelier every year, its model and approach have barely changed. The home turf always belongs to those few e-commerce giants, and the featured products are also concentrated in digital 3C, cosmetics, clothing, luggage and other physical goods, and users' consumption behavior has gradually become fixed: staying at home, staring at the screen and snapping up orders. But lifestyle service consumption such as fresh produce delivery, entertainment and leisure, and travel was once absent.
The absence of lifestyle service consumption turned a consumption behavior that should have enjoyed god-like treatment into a "fierce battle." In previous years, Double 11 often saw scenes like this: young women arriving at the office with dark circles under their eyes, their minds still on the shopping rush; as soon as 10 o'clock, 12 o'clock and other on-the-hour start times arrived, their attention and fingers were captured by the screen, and they were distracted in all kinds of ways while working. Staying up late, squatting in the restroom, asking for leave... during Double 11, the tactics of shopping spree fans emerged one after another, and many shopping spree fans could not help but sigh, "It's not easy to grab something."
After investigation, reporters found that the categories users tried every possible way to grab were mainly concentrated in clothing, digital products, cosmetics, luggage and other categories that can be stockpiled. Experts believe that the concentrated outbreak of rush-buying has had a negative impact on users' work, life and even health, and platforms for fresh produce delivery and entertainment and leisure need to fill the category shortcomings of Double 11.
On November 3, reporters found on the Yimixian APP that the "Special Offer Trade-In" channel was very strong: with an order of 69.9 yuan plus one cent, users could trade in one Yimixian brand pomelo "+Pomelo." Imported avocados, Jianong sweet bananas, Vietnamese dragon fruit and other must-have fruits for staying up late all had buy-one-get-one offers. The purchase prices of high-end fruits such as avocados and Philippine pineapples were already lower than the Double 11 promotional prices offered by some fresh produce platforms.
In the industry's view, Yimixian, which had always kept its head down and worked, was also participating in the Double 11 major promotion this time? Liu Jing, head of marketing at Yimixian, told reporters that these were only Yimixian's regular operating activities, and Double 11 was only one of them. Yimixian mainly deals in quality fresh fruit, and fruit consumption is high-frequency, high-density daily consumption. Users will not stockpile enough fruit for a month just because of a Double 11 promotion; rather, they will definitely eat often and fresh. Therefore, our positioning for Double 11 is also very clear: Shopping should be a happy thing, but now after all kinds of e-commerce players fight, it has already become a storm of blood and wind. We hope that with the company of Yimixian fresh fruit, shopping can return to its original "happiness." Therefore, the launch of the "+Pomelo" trade-in means cheering for Double 11, and the promotional activities are also targeted mostly at fruits with effects such as supplementing VC, resisting fatigue, replenishing moisture, and resisting radiation, hoping that users can still be healthy, beautiful and happy while staying up late to snap up goods.