An analysis has pointed out that express delivery during Singles Day has been lower than last year, suggesting lackluster interest in this year’s extravaganza.
China’s State Post Bureau on November 12 reported that on November 11, a total of 552 million express parcels were handled. Mainland media Express Observer reports that on the same day in 2021, the country processed 696 million parcels. This means the number of parcels processed on Singles Day this year has been a 20.69% decrease from last year.
The bureau noted that the express delivery volume on November 11 this year was 1.8 times greater than the daily business volume. But as the Observer reported, a courier said the volume for this year’s Singles Day had not been as much as usual.
The person said some operators prepared many vehicles for Singles Day, but they were not used, raising operating costs. Additionally, because of COVID, several outlets were closed, and couriers couldn’t access the items. Some men were even snapped up during delivery as a community fell into lockdown. More outlets have also been suspended after operators increased the number of door-to-door distributors.
The Observer said last year, more than 400 million parcels were processed daily between November 1 and 16. This year, the figure between November 1 and 11 has fallen to 388 million parcels.
Singles Day’s host Alibaba has remained obscure on this year’s full sales results for the first time. The e-commerce giant only reported that the figure was similar to 2021, which suggested that the years of bonanza had come to a halt.
As the Financial Times reported from consulting firm Bain, Singles Day saw year-over-year growth of between 25% and 50% from 2014 to 2020. But last year, growth dropped to 13%.
Jacob Cooke, chief executive of WPIC Marketing + Technologies, stated, “Part of that is the economic headwinds, but also the consumer market has matured and the days of 30 per cent growth . . . are far behind us.”
Two people speaking with the Times noted that income uncertainties discouraged their shopping intention on Singles Day. They said their jobs were at risk because of zero-COVID.
31-year-old He Dan said she had just lost her consultant job because COVID measures had kept her from traveling.
32-year-old Shi Wei, also cutting back on spending, says, “If you are locked down at home and can’t go to work for a few months, no one knows what will happen to your job.”