The biggest consumption Carnival of e-commerce "double 11" has passed its 13th year. Major e-commerce platforms have released the sales performance of this year's "double 11": the total transaction volume of tmall's "double 11" reached 540.3 billion yuan, a year-on-year increase of 8.45%; JD's "double 11" cumulative order amount exceeded 349.1 billion yuan, of which 43276 businesses had a year-on-year increase of more than 200%. Compared with previous years, sales hit a new record, and the powerful engine role of e-commerce in promoting consumption and driving economic growth is still apparent. Compared with previous years, the "front line" of "double 11" is longer, consumers' purchase behavior tends to be rational, upgraded consumption and service consumption increase, SMS bombing, price fraud and other non-standard behaviors converge, and the platform competition is more fair and orderly. From Carnival to rational, e-commerce has entered a new stage of development In the past 13 years, we have witnessed the growth of "double 11". In 2009, Alibaba held the online "double 11" for the first time, with a turnover of only 52 million yuan. By 2021, the total turnover of tmall's "double 11" will reach 540.3 billion yuan. With more and more platforms participating, "double 11" has evolved into the largest promotion event of e-commerce, and the overall transaction scale has continuously reached a record high. The continuous growth of "double 11" transaction volume is the epitome of the rapid growth of China's e-commerce market. According to the data released by the Ministry of Commerce, during the 13th Five Year Plan period, China's e-commerce transaction volume increased from 21.8 trillion yuan in 2015 to 37.2 trillion yuan in 2020. China has become the world's largest online retail market for eight consecutive years. This year's "double 11" has not had the good news transaction report in previous years, and the major platforms have not updated the real-time transaction volume as frequently as before. Although the final total sales still hit an all-time high, the growth rate has actually leveled off. In 2021, the transaction volume of tmall's "double 11" increased by 8.45% year-on-year, while the growth rate was 26% in 2020. It is not difficult to see that the enthusiasm of businesses and consumers for "double 11" is declining, consumers are aesthetically tired of "retaliatory" centralized consumption, businesses are also slightly tired when they are busy preparing goods and competing, and various "new playing methods" are not warm. This shows that "double 11" is returning to rationality from carnival. On the one hand, e-commerce promotion is becoming more and more "normalized". Some live e-commerce "swept" part of the "annual lowest price", and the centralized purchase and promotion of "double 11" are gradually diluted. On the other hand, affected by the epidemic, the penetration rate of e-commerce industry has been further improved, and the positioning and understanding of e-commerce platforms from all walks of life have been gradually deepened. Consumers are more concerned about the shopping experience and rights protection. The online shopping impulse of "buy a cheap" has been reduced. Blindly buying at a low price is inappropriate and then returning goods, which not only wastes personal energy, but also causes a huge waste of social resources. No longer focus on "overdraft" social purchasing power and supply capacity, so that the healthy, stable and sustainable development of e-commerce platform is the long-term solution. Behind the rational return of "double 11", the e-commerce market has gone through the industry expansion period and entered a new stage of standardized and healthy development. Since the beginning of this year, the regulatory authorities have made frequent moves, and problems such as "one out of two" and "big data killing" have been rectified, and illegal enterprises have received "monopoly fines". On the eve of "double 11" this year, the Ministry of industry and information technology required that e-commerce platforms should not send marketing messages without the consent of consumers. At the same time, new e-commerce formats and models such as social e-commerce, live e-commerce and fresh e-commerce are becoming more and more perfect; E-commerce has become a new focus for poverty alleviation and agriculture. The national rural online retail sales in 2020 is 5.1 times that in 2015; E-commerce has become a new channel for innovation and entrepreneurship, flexible employment and inclusive employment. In 2020, the number of relevant employees exceeded 60 million, an increase of more than 27 million over 2015, with an average annual growth of 13%. E-commerce is playing an important role in boosting the economy, promoting equity and promoting employment in a wider field. Continue to play the leading role of e-commerce to create a high-quality digital life In recent years, China's digital economy has developed vigorously and has become the key engine of China's economic development. As an important part of digital economy, e-commerce shows a great leading role. In the new development pattern of "accelerating the formation of a large domestic cycle as the main body and mutual promotion of domestic and international double cycles", the basic role of consumption in economic development is prominent. Under the condition of the decline of overall consumption of the whole society, e-commerce has achieved contrarian growth. In the first three quarters of this year, while the total retail sales of consumer goods in the whole society decreased by 7.2% year-on-year, the national online retail sales maintained a year-on-year growth rate of 9.7%. E-commerce has become an important part of the national economy and an indispensable way of life for the people. For e-commerce platforms that have experienced the "baptism" of accelerated expansion, returning to rationality and seeking healthy, orderly and sustainable development are the key to continue to play a leading role. In the long run, the future competition of e-commerce is by no means who can play more tricks in the "double 11", nor confuse consumers with the "sales routine", but should look at the larger market, give better play to the role of e-commerce in supplementing social supply, meeting consumer demand and promoting balanced development, and create a high-quality digital life for the whole society. We should continue to enrich the supply of online services, improve online services such as culture, tourism, medical treatment and education, and improve people's digital living standards; Further extend services to remote areas beyond the reach of the real economy, so that rural people can also enjoy digital life, and provide more convenience for the sales of agricultural products. In addition, promote the integration of digital technology and e-commerce, provide consumers with a better shopping experience, and also drive the improvement of the digital level of the industry. The 14th five year plan for e-commerce development proposes that by 2025, new e-commerce formats and models will flourish, the core competitiveness of enterprises will be greatly enhanced, online retail will continue to lead consumption growth, and a high-quality digital lifestyle will be basically formed. It can be predicted that under the continuous guidance of e-commerce, a new picture of high-quality digital life will slowly unfold. (Xinhua News Agency)