On December 18 (this Saturday), the College English Test Band 4 and band 6 (CET) in 2021 will begin.
Double 12 has become the last "Buddha foot" of this examinee. The reporter found that in December, some people asked everyone in the comment area of Taobao store - "is it still time to buy now", and more than 20000 sets of CET-4 book and course packages (including books and courses) of spark English alone were sold.
Compared with the calm CET-4 and CET-6 candidates, workers quietly "upgrade their equipment" on double 12. The number of orders placed by WPS flagship store, which is mainly engaged in office software members, increased nearly three times year-on-year during double 12, and nearly 10000 sets were sold in the first hour of sale.
In December, many exams have ended, "it was a stable off-season. Unexpectedly, double 12 brought another wave of consumers." Many educational businesses said.
After the release of the opinions on promoting the high-quality development of modern vocational education, the benefits of vocational education continued. According to tmall culture and education data, the consumption of vocational qualification examination and vocational skill training increased by nearly 60%. Double 12 hot selling CET-4 and CET-6 courses
examination courses increased steadily in double 12, and also increased inversely in the off-season
Accounting courses are one of the few "popular in the season". On the transaction ranking of tmall culture and Education (including education, books and musical instruments), Dong'ao, which is mainly engaged in accounting courses, occupies the first place in the education list. In the hearts of many accountants, this education brand rooted in tmall for many years is becoming "Huawei of mobile phone", and its big brand and easy use have become a hot comment in the store comment area.
It is understood that on the 12th day of the double festival alone, 20000 accountants placed orders in the East Olympic flagship store. The transaction in the live broadcasting room alone exceeded 5 million, and the overall transaction in the store increased by 300% year-on-year.
In the opinion of xiaoerxingsi of Taobao education, "the results of Certified Public Accountants in 2021 were announced just before double 12, and many students decided to blog again. The key to the popularity of Dong'ao is that in addition to forming a stable mind in tmall, the live studio is a good communication window, and curriculum commodities need such strong communication."
Different from accountants, Law Examiners just finished the exam in November. It was a "comfortable period" for them to feel at ease. However, many students "didn't move and took the book class first" in double 12. Jue Xiao Fakao flagship store sold thousands of 2022 criminal law study packs at one go. "Double 12 has become the review kick-off meeting for candidates, and has also turned our off-season into a peak season."
Ding jianggui, President of Sen University's online school, agrees. We mainly do adult vocational education and training. Generally speaking, December is the off-season, and all kinds of examinations are over. However, as soon as the double 12 comes, the students also follow. This year, the double 12 transaction has increased by 100% year-on-year, and the most popular course is the course of psychological counselors.
try a new method on double 12: planting grass all over the network tmall deal
This year's "learning investment" of consumers is not limited to "examination". Interest and self-improvement have become the main driving force. More and more consumers find interest in Taobao short video and live studio.
Xinmu musical instrument store, which is mainly engaged in pianos of more than 10000 yuan, found a new method in shuang12. Duan Yibiao, its operation director, introduced that for commodities of more than 10000 yuan, consumers have a long decision-making cycle, which is suitable for short video to educate consumers first. According to media observation, 1 / 3 of Taobao's orders come from grass planting, and the proportion of short videos on Taobao's home page continues to increase. Xinmu piano & Wuxi Online Offline Communication Information Technology Co.Ltd(300959) in live broadcast
"We planted grass with short videos throughout the network early and accumulated a lot of interested customers. Finally, we consulted and traded in the Taobao live broadcasting room, and sold hundreds of units that month." It is understood that more than 400 offline stores of Xinmu musical instruments have been fully connected with tmall to jointly serve consumer needs online and offline. There are good solutions for both detailed explanation of products and after-sales.
Not only the price, but also "professional" goods affect consumers' decision-making. The one to many explanation and Q & A in Taobao live broadcasting room has become a good prescription for businesses to suit the case.
Hisai education, which is mainly engaged in PMP (management professional qualification certification) and system architecture designer courses, has found more consumers through live broadcasting, "The live broadcast, which has never been paid attention to before, has brought us great harvest. Compared with the silent order, the sense of communication and detailed introduction of the live broadcast make it easier for consumers to understand the core advantages of the course, and the number of consumers has increased twice over last year."
In Taobao's opinion, "big promotion is not only the outbreak of consumption, but also the scene where businesses continue to find new methods. For content related products such as education, books and musical instruments, business efficiency is constantly improving with the evolution of Taobao's content-based scene."
(China Economic Net)
