来源:深圳商报 | 2021-11-12 16:44:35 |
在强化平台经济反垄断、推进公平竞争的政策信号下,今年的“双11”呈现哪些特征?百度App昨日发布的数据显示,今年“双11”搜索热度稳步上涨,全民消费风格趋于理性,青睐的电商渠道日益多元;投诉搜索下降12%,国货搜索热度创近年最大涨幅。
13岁的“双11”依然备受消费者关注。大数据显示,“双11”搜索热度稳步上涨25%,可验证其生命力旺盛。具体来看,美妆护肤、智能家居、宠物产品等消费方向的增长拉动了购物需求,其中美妆护肤搜索热度增长46%位列第一。
平台经济反垄断的政策正在加速推进,消费者对电商平台的选择反映了政策影响之下电商行业的变化。大数据显示,同比2020年电商平台头部效应减弱,新兴电商平台崛起。淘宝与京东仍处在第一梯队,但搜索热度比例均有不同程度的下滑。与此同时,抖音、快手等短视频平台的电商业务快速增长。电商格局变迁,意味着用户有着更多的选择。
经验多了,选择多了,消费者对“双11”的态度从狂热转向理性,更倾向于结合实际需要进行消费决策。大数据发现,同比去年比价网站相关搜索增长了28%,而退换货规则相关的搜索则减少了10%。今年“双11”热搜中体现了不少网友的冷静观察,“双11买东西真的比平时便宜吗”“双11防套路指南”等问题相继入榜。(记者 陈姝)
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