"Double 11" kicks off early, who can take the lead?
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The consumption recovery trend of Chinese residents shows the advantages of China's super-large-scale market, and the vigorous momentum released by the construction of a new development pattern with domestic large-scale cycles as the main body and mutual promotion of domestic and international double cycles.
At 0:00 on October 21, the 2020 Tmall Double 11 Carnival pre-sale will start.
On the same day, Wei Ya and Li Jiaqi had sales of 5.32 billion yuan and 3.87 billion yuan respectively. Many "chop hands" shuttled back and forth between their live broadcast rooms, buying and buying.
The "Double 11" e-commerce promotion has not yet arrived. Alibaba, JD.com, Pinduoduo, Suning and other e-commerce companies have sounded the horn of the war a month in advance.
And the manufacturers of single products are not showing any weakness. The cutting-edge smartphone brand Zhenwo is the first to "make a move". The new 5G product of 998 yuan has once again set the lowest record of 5G mobile phone prices.
When many people have not yet recovered from the "retaliatory" consumption during the National Day and Mid-Autumn Festival, "Double 11", which is considered the world's largest online shopping festival, followed one after another.
"Golden Nine Silver Ten" e-commerce hot
Tmall’s "Double 11" has been warming up and pre-sales since late October. This strategy has continued this year. However, starting from November 1st, Tmall’s "Double 11" time will be more detailed.化.
From "one wave of climax" to "two waves of outbreak", from "brand sales growth" to "serving the whole society", the changing Tmall "Double 11" once again made everyone's eyes shine.
Alibaba estimates that at least 250,000 brands, 5 million small and medium-sized businesses, new domestic products merchants, foreign trade companies, industrial belt factories, and agricultural products merchants will benefit.
"Last year's Double 11, I discovered that e-commerce platforms such as Tmall have brought a very substantial growth for many brands." Driven by the new consumer wave, some local businesses are no longer satisfied with being "watchers". Liangshan, Chongqing The founder of Chicken Yang Aixiang told reporters that for catering companies to be large, geographical and venue restrictions are a big bottleneck, and an e-commerce platform based on the Internet is a magic weapon to break through the bottleneck and break geographical and venue restrictions.
On the day of "Double 11" last year, Chongqing's famous "Internet celebrity shop" Liziba Liangshan Chicken entered the Chongqing Hema Fresh Fortune Center store and launched a "50% off meal ticket" event on Ele.me.
In three days, in 14 offline stores, together with more than 10 Ele.me takeaway stores, launched 10,000 "crazy chop-hands" dishes for 11.11 yuan, which were snatched by many young consumers on Tmall Taobao.
"This is the target consumer group that Liangshan Chicken wants to reach. Now we have been patiently cultivating the online market, hoping to rely on Tmall, Taobao, and Hema to gain Internet acceleration and promote our Chongqing characteristics to the whole country." Yang Aixiang said. .
Gao Rui, an associate researcher of the China Enterprise Confederation, said: “Tmall’s Double 11 has given us more possibilities for consumption and even lifestyles, making people’s pursuit of a better life more economical and better. way."
While stimulating the upsurge of consumption, Gao Rui believes that Tmall’s “Double 11” will also bring a broader “money scene” for related companies: between online and offline, between e-commerce and logistics, between technology and applications , Between the platform and the merchants and users, not only allows consumers to have a better experience and a greater sense of acquisition, but also allows companies on the production and service ends to have better room for growth.
Big data shows that thanks to the strong recovery of social consumption, Suning.com's "Double 11", which was launched in advance, ushered in the first stage of the first victory.
During the November period, the overall passenger flow of Suning's various stores increased significantly to 58%. Driven by the strong sales of home appliances, home improvement, and mobile phones, Suning.com's online orders increased by 157% year-on-year.
Offline markets such as tourism, catering, and shopping during the double festival also ushered in an explosion, indicating that consumers' confidence in consumption is gradually returning.
Join the battle ahead of time
This year, PM Network, a well-known American project management research magazine, put "Tmall Double 11" alongside the Internet, the Apollo Moon landing, and the Human Genome Project, and they are collectively called the TOP50 most influential projects in the world.
"Double 11" not only changed the way people shop, but also opened up business and entertainment.
As a rising star of social e-commerce, Huibaobao has recently launched slogans such as tens of billions of subsidies, 0 yuan purchases, and large coupons, to actually benefit consumers and try to become the first stop for online shopping.
Suning.com has launched the 2020 Double 11 in advance on September 28, smashed a subsidy quota of 5 billion for all categories, invested 100 million ultra-low hot-selling products, and extended the price guarantee until November 12, etc. Policy, start the subsidy war ahead of schedule.
Mo Daiqing, director of the online retail department and senior analyst of the e-commerce research center of the Net Economics, believes that Suning.com’s move can be described as the earliest time to launch the "Double 11" in history, and it is deliberately "wrong with Tmall, JD "Feng" confrontation, grab the spot in advance
Currently, Kuaishou e-commerce has more than 100 million daily active users. The total number of orders in September is second only to Taobao Tmall, JD.com, and Pinduoduo, making it the fourth pole of the e-commerce industry.
As a top-level traffic aggregate, the Kuaishou e-commerce company has tilted the entire network resources to create two network-level activities, namely, 100 million card points and red envelope rain on the hour, bringing benefits to users and a feast for users.
In 2019, Tmall’s “Double 11” created a transaction volume of 268.4 billion yuan, which is still fresh in the memory.
Under the dazzling light of transaction volume, perhaps many people have overlooked another key data. As of 24:00 on November 11, the volume of logistics orders reached 1.292 billion orders, which is bound to bring great challenges to business services, warehousing logistics, and terminal distribution. The test.
The National Day Mid-Autumn Festival is just a warm-up, and "Double 11" is the war.
With the upgrade of SF Express brand on October 10, the home improvement appliance market is latent with the e-commerce side and the logistics side.
However, whether Best Express can grab the large e-commerce market from the mouths of SF Express, Zhongtong, and Debang, and end the pain points of the industry, remains to be verified.
Zhou Feng, Director of Daily Youxian Operations and Maintenance, said frankly that cloud service provider UCloud optimized the carrying capacity of IT architecture in advance, which is a prerequisite for dealing with instantaneous high concurrent traffic.
Starting from October 20th, Daily Youxian’s operation and maintenance department has sorted out the promotional activity indicators, estimated coupons, traffic and other data, so as to ensure that all transactions are under control during the "Double 11" period.
Retaliatory consumption "Double 11" can be expected
According to data from the National Bureau of Statistics, China's consumption scale is expected to reach 45 trillion yuan this year, which is expected to increase by more than 10%, and will surpass the United States as the world's largest consumer market.
According to the third quarter data of China’s economy, GDP growth has reached 4.9%, which has returned to the usual 75%. Combined with a decline of 6.8% in the first quarter and a growth of 3.2% in the second quarter, China’s economy has corrected in the first three quarters and GDP is positive. An increase of 0.7% is a very gratifying achievement.
From October 21st to 31st, the "2020 Jingdong 11.11 Global Love Season" will start the pre-sale period. During the 10-day period, consumers can pay a deposit in advance to purchase more easily, and they can also enjoy a deposit reduction and new product additions. Bonus benefits.
It is reported that in the "2020 JD 11.11 Global Love Season", JD will bring more than 200 million 50% off products, over 300 million new products, the number one Beijing sticker, and the "Double Ten Billion Plan" to bring multiple discounts and massive new products.
On October 12, KPMG and Ali Research Institute released the report "Live E-commerce Toward a Trillion Billion Market". Experts judged that the overall scale of live e-commerce this year will reach 1.05 trillion yuan.
This year's "Double 11", more consumer demand will be met through live broadcast e-commerce.
Xinchuan, the head of Taobao Live MCN agency, said that more merchants will join the Taobao Live e-commerce track during Double 11 this year, and sales and growth will be higher than the same period last year.
The relevant person in charge of the State Administration of Taxation said that the consumption recovery of Chinese residents shows the advantages of China's super-large-scale market and the vigorous momentum released by the construction of a new development pattern with domestic and international double cycles as the main body.
With the coming of "Double 11", "Double 12" and New Year's Day and Spring Festival holidays, the home appliance market will usher in an explosion again, helping the healthy and rapid development of the consumer industry.
Li Guo