5 million merchants around the world participate in Tmall’s "Double 11" and over 2,600 overseas brands make their debut
"Double 11" sees double cycle
Buy globally, sell globally.
On November 11, the 12th "Double 11" came as scheduled.
250,000 brands and 5 million merchants participated, more than 2,600 overseas brands made their debut, more than 380,000 poor county sellers went online to expand their sales channels, and 4 million parcels will be delivered to Europe through the China-Europe express train... The market is like a "super cake", attracting thousands of brands and global goodies.
The world's largest consumer festival during this epidemic is not only a consumer carnival for sellers and buyers to "chop their hands", but also an important window for observing China's economic vitality and domestic demand dynamics under the new dual-cycle development pattern.
250,000 brands and 5 million merchants around the world participate in the Tmall e-commerce platform, and the 10-minute live broadcast guides the transaction volume to exceed that of last year
"After a big night, I grabbed three half-price bottles of'fairy water' (skin care products), instant noodles and laundry detergent." These days, Ms. Meng, who lives in Chaoyang District, Beijing, switched back and forth between different e-commerce live broadcast rooms. Just to "don't miss any good bargains"; at one point, she quickly selected the pre-sale items added to the shopping cart in advance and clicked to pay.
Despite this, she still failed to grab a hot-selling facial cleanser.
Like Ms. Meng, there are hundreds of millions of netizens all over the country who guard the live broadcast room.
According to data from the Tmall e-commerce platform, 10 minutes after the first wave of pre-sales, the volume of live-guided sales exceeded that of last year’s “Double 11”, an increase of 4 times; in the field of beauty, there were only 1 live broadcast of 12 single products. The hourly turnover broke 100 million yuan respectively.
The live broadcasts of well-known anchors Li Jiaqi and Wei Ya’s cumulative viewership reached 162 million and 149 million, respectively, 100 million more than last year; the sales of both exceeded 3 billion, and the cumulative total of them was nearly 7.8 billion. 11" more than 150 times the sales.
Behind the new record high in transaction volume, millions of merchants came prepared and geared up.
Take the Tmall e-commerce platform as an example. This year’s "Double 11" is even larger, with 250,000 brands and 5 million merchants participating.
It is worth noting that "live delivery with goods" seems to be the unanimous choice of merchants, becoming the most eye-catching feature of "Double 11".
According to data from the Ministry of Commerce, in the first half of this year, there were over 10 million live e-commerce live broadcasts across the country, over 400,000 active anchors, over 50 billion viewers, and over 20 million products on the shelves.
Some experts predict that the overall scale of live e-commerce this year will reach 1,050 billion yuan, and this rapidly developing new economic format will enter the trillion-yuan era.
"Double 11 is not only a simple online consumption, but also an important part of China's internal economic cycle." Zhong Hongjun, director of the Digital Economy Research Center of Shanghai University of Finance and Economics, believes that behind an online order are offline factories, merchants, The participation of the courier brothers and back-office support staff has created a large number of employment opportunities while also bringing new consumer demand, which constitutes an important part of the economic cycle.
25,000 overseas merchants and over 2,600 new overseas brands make their debut on "Double 11"
Want to drink high-quality coffee at home?
Try a German coffee machine; dry skin in winter?
Japanese skin care products are used...In the shopping cart, products and services are "Biyi", and domestic and international brands "Qifei" are the normal consumption patterns of many people.
On November 5, in Alashankou, Xinjiang, a China-Europe special train carrying 200,000 parcels purchased online by European consumers during the "Double 11" period is about to set off.
The car contains 3C digital products, fitness equipment and daily necessities, which will be delivered to Europe in about 10 days, and then delivered to various countries and households.
It is estimated that over 4 million parcels will be delivered to Europe by rail during Double 11 this year.
China's cross-border e-commerce has been in a leading position in the world. The acceleration of the integration of the Chinese market and the international market, the recovery of China's economy and the huge potential of the market have given foreign businessmen more opportunities.
In order to welcome the "Double 11", many overseas businessmen started busy ahead of schedule.
At the end of October, in a camel ranch in Dubai, a banner read a few Chinese characters: "Making a family and getting rich depends on hard work, and go to China with oil and milk."
This ranch is called Camelicious, and it is currently the largest modern camel farm in the world.
In order to participate in China's "Double 11", the camels on the ranch "work overtime" and have prepared more than 1.6 million liters of milk.
Since the "Double 11" pre-sale started, Camelicious's overseas flagship store sales have exploded, an increase of 200% over the "618" promotion period.
According to statistics, at least 25,000 overseas merchants from more than 220 countries and regions participated in Tmall’s "Double 11" event this year, and more than 2,600 new overseas brands made their debut.
Zhang Manan, chief researcher of the US-Europe Institute of the China Center for International Economic Exchange, pointed out that cross-border e-commerce is an important carrier that promotes the domestic and international dual cycle in the context of opening up the domestic market's policy block points and stimulating market vitality and potential.
More than 380,000 merchants came from impoverished counties, and sales during the first wave of sales increased 76% year-on-year
"Double 11" this domestic demand feast, rural e-commerce is not absent.
According to statistics from the Ministry of Commerce, the current number of rural Internet users in China has exceeded 250 million, and rural e-commerce has exceeded 13 million.
E-commerce is becoming an important starting point for innovating agricultural products trading methods, increasing farmers' income, and helping precision alleviation of poverty.
Of the 5 million merchants who participated in this year's Tmall Double 11 event, more than 380,000 merchants came from impoverished counties.
During the first wave of "Double 11" sales period, the sales of platform agricultural products increased by 76% year-on-year, and the total number of agricultural products increased by 32% year-on-year.
Among them, the agricultural products of the "Poverty Alleviation, Caring and Helping Agriculture" area are recommended. This area sells agricultural products from 52 impoverished counties that have not alleviated poverty, including apples from Li County in Gansu and onions from Hezhang, Guizhou.
On the JD e-commerce platform, the turnover of agricultural products from November 1st to 6th increased by 83% year-on-year. Agricultural specialty products sold online in many places, which broadened the way for more farmers to get rich online.
"Online business" opens up new outlets for foreign trade companies
Zhejiang Yiwu Zexi Daily Necessities Co., Ltd. mainly produces and sells plastic and hardware daily necessities.
Affected by the epidemic at the beginning of the year, the company lost 10 million yuan in orders for its export business.
Subsequently, the company decided to turn to the domestic market, and this "Double 11" event was regarded as a "historical moment" for the company.
Affected by the epidemic, many foreign trade companies have expanded their business growth through export to domestic sales, seeking new opportunities for development.
It is understood that there are about 300,000 foreign trade factories like Zexi Daily to participate in the "Double 11" event this year.
"Xinbao" may be an unfamiliar name to most people, but the "Mofei" brand of small household appliances it produces has become a popular "net celebrity" product due to its high appearance and practicality.
After serving as an OEM supplier for decades, Xinbao Electric Co., Ltd. has gradually transformed into the domestic market.
"Three years ago, only 5% of our business was domestic and 95% was still exporting. This year the ratio is 3:7. The rapid growth of the domestic market has become the main driving force for the development of the company." said Zeng Zhanhui, president of Xinbao Electric.
For processing and manufacturing enterprises wishing to "turn export to domestic sales", it is inseparable from "middlemen" to connect large-scale, high-quality processing capacity with the huge but scattered domestic consumer market.
E-commerce platforms such as Tmall and JD.com serve as "intermediaries", providing OEM companies with channels and opportunities to transform into integrated brand operators, allowing them to participate in the competition of small household appliances in the Chinese market.
12-hour products from scratch, large-scale personalization and personal customization promote enterprises to accelerate digital transformation
How long will it take to transform a children's clothing design into a physical product?
On the eve of the "Double 11" promotion, the production base of Zhili Baseball Clothing Co., Ltd., located in Zhili Town, Wuxing District, Huzhou City, Zhejiang Province, was brightly lit. The tape measure is quickly measured, registered, and then "sent" into the "mouth" of the textile machine.
On the other side, more than 30 garment-cutting machines are running fast.
Outside the factory, the express parcels were piled high, and the courier brother drove the cart and quickly shipped...
Because it doesn't worry about the supply of goods, the company mainly engaged in direct online sales in the early stage, and did not establish a self-operated factory.
In recent years, sales of baseball apparel have achieved remarkable results, with a total of 4 million orders issued throughout the year and annual sales of 400 million yuan.
The gratifying sales performance has strengthened the company's determination to increase production capacity and improve the industrial chain.
This year, baseball apparel "entered" the manufacturing industry and established a self-operated factory to independently control the production rhythm and meet the personalized customization needs of customers.
Not long ago, the company's sales department monitored that orders for a child's clothing soared in a short period of time. The sales department immediately transferred the information to the production base, and the production base rushed to produce the clothing.
From fabric weaving and dyeing, designing and patterning, to production, quality inspection, to packaging and distribution, the product batch supply time is accurate to 12 hours.
For merchants, every major promotion node of "Double 11" is a concentrated test of manufacturing, circulation, marketing and other links; companies must enter the fast lane of digital transformation and realize the transformation and upgrading of supply chain to better satisfy consumers Demand, stand out from the fierce competition.
In the past, customers placed orders 2 months in advance, with an average order of 1,000 pieces and delivery within 15 days. Nowadays, they order at least 100 pieces and deliver within 7 days... A garment factory in Hangzhou uses an intelligent scheduling system to achieve The transformation from “customized sales” to “production based on sales”; customized dishwashers and cleaning robots according to user needs, some home appliance companies have completed the transition from “what I produce, you buy what” to “what you want, I produce what”.
More and more companies are exploring in the field of customized production, highlighting the positive influence of e-commerce on traditional manufacturing.
If joining e-commerce live broadcasts is more of a change in marketing methods, the soundness and improvement of the industrial chain and the digital transformation of the supply side have laid a solid foundation for the quality and upgrading of consumption.
Accelerated release of consumption potential and domestic demand, stimulating the vigorous development of new business forms and new models
According to data from the National Bureau of Statistics, in the first three quarters of 2020, with the total retail sales of consumer goods declining year-on-year, the national online retail sales increased by 9.7% year-on-year, and the growth rate was 2.4 percentage points faster than that in the first half of the year, achieving contrarian growth.
The new type of consumption represented by "Double 11" stirs the stock with one hand, and activates the increase with the other.
What is exciting is not only the transaction volume at the time of consumption, but also the growth and change of new business models and models behind it.
As a brand-new category of an e-commerce platform, online courses have become the "hot item" of this year's "Double 11".
Only 10 minutes after the launch, more than 100,000 consumers made the purchase.
Among them, only accounting courses sold more than 30,000 sets in one hour.
During the epidemic, new business models and new models such as remote office, online education, smart construction, and unmanned distribution have emerged rapidly. The "three new" economy with new industries, new business models, and new business models as the core has flourished, becoming a stimulating consumption and promoting economy. New dual-cycle engine.
Zhuo Xian, deputy director of the Development Department of the Development Research Center of the State Council, said in an interview, “Online office helps resumption of work and production, online education realizes'stop classes without stopping’, e-commerce live broadcasts stimulate consumption vitality, and new formats and models bring new Economic growth point."
"'Double 11' is the biggest consumption'peak season' after the'Eleventh' Golden Week. In the third quarter, the growth rate of total retail sales of consumer goods in my country has turned positive, and the extended version of'Double 11' is expected to promote the accelerated release of consumption potential, and live broadcast products, etc. New business formats and new models will also further boost the quality and expansion of new consumption." said Xu Guangjian, a professor at the School of Public Administration, Renmin University of China.
The number of orders processed per second set a world record, technological innovation created a solid foundation, and the digital economy ushered in greater room for development
This is a world-class traffic peak.
On Double 11 in 2018, 480,000 orders were processed per second; in 2019, 544,000 orders were processed per second, setting a world record, 8 times the peak value of VISA transactions, the largest credit card organization; what will this number be in 2020 ?
Wait and see.
Front-end users can "buy, buy, buy" whatever they want, and they cannot do without the support of back-end technology.
Behind the flow of hundreds of billions of times of consumption is a highly complex and coordinated operating system, which is a supporting system formed by the integration and development of multiple industries such as payment and logistics.
According to Zhang Xinhong, Chief Information Officer of the National Information Center, "Double 11" data has become an important yardstick for testing a region, platform, enterprise digital technology and economic development level.
"Hundreds of thousands of transactions can be completed in one minute, and more than 300 billion yuan of transactions can be achieved in a day. It requires strong computing power, communication capabilities, connection capabilities, payment and settlement capabilities, and collaboration between manufacturers and merchants. It is a test. A large number of packages must be delivered to the whole country and even the world within a few days, and it also requires strong modern logistics capabilities."
"The order placed in the early hours of the morning was received in the morning. Did this express come by rocket?" Ms. Guan from Fuzhou, Fujian was surprised at the speed of this year's express delivery.
At 0:00 on November 1, Ms. Guan "emptied" her shopping cart.
She was ready for the logistics "exploitation" and express delivery delays, but at noon on November 2nd, Ms. Guan received several express delivery.
This "smooth as silk" delivery experience is not due to the reduction in the number of express delivery, but thanks to the use of technologies such as intelligent sorting machines and big data AI scheduling, which greatly improves the efficiency of express delivery sorting.
According to preliminary estimates by the State Post Bureau, from November 1 to 16, the volume of postal (express) mail handled by the entire industry will reach 5.78 billion, a year-on-year increase of about 47%.
Among them, the business volume during the "Double 11" period will reach 2.9 billion, an increase of about 28% over the same period last year, and the average daily business volume will reach 490 million, which is about twice the daily business volume.
"The entire network's collection and delivery volume, processing volume, delivery volume, and trunk traffic volume are visually displayed. The China Post Command and Dispatch Center uses big data analysis to control the nationwide network transportation, handle emergency situations in a timely manner, and optimize and adjust the resources of each link to ensure that mail is not delivered during peak periods. Traffic jams and no jams.” The relevant person in charge of China Post said that in order to ensure logistics services during peak business hours, China Post also relies on Beidou, GPS, base station and other positioning technologies to centrally dispatch people, goods, vehicles, and yards.
In addition, the investment of intelligent equipment such as the collection and delivery machine and matrix sorting has realized the efficient and precise sorting of express delivery.
The application of drones, unmanned vehicles, smart express cabinets and other equipment has also continued to accelerate the delivery of express parcels.
"China has successfully controlled the new crown epidemic and promoted economic recovery. In this context, this year's "Double 11" event will start early, which may bring about a substantial increase in sales." Before the "Double 11" event officially began, British Reuters made predictions.
The Chinese economy is a sea, not a small pond.
The size of the sea comes from its huge potential and strong resilience.
Under the current background of constructing a new development pattern, online shopping consumption and digital economy represented by "Double 11" will create a large number of employment opportunities and consumer demand, which is an indispensable part of China's economic double cycle, especially the internal cycle. An important testimony of China's economic restart, recovery, and overall acceleration after the epidemic.
(Our reporter Chai Yaxin and Li Yunshu)