China News Service, Hangzhou, November 11 (Wang Yifei, Guo Qiyu, Zhang Yuhuan, Huang Lingyi, Wang Xuying) On the 11th, at 0:00:26 on the 11th, the traffic peak of Tmall Double 11 appeared, and the order creation peak was 583,000 transactions per second, setting a record. At 0:30 on the 11th, the real-time transaction volume exceeded 372.3 billion yuan; from the 1st to the 11th at 14:26, Jingdong’s cumulative order amount exceeded 243.1 billion yuan, a new record...
This year, affected by the epidemic, how many people regard the performance of Double 11 as a "thermometer" of China's economic vitality.
Judging from the situation that day, the sales of multiple e-commerce platforms quickly exceeded the same period last year.
Experts pointed out that this reflects the huge potential of China's domestic demand and is also a positive signal for China's economy under the new development pattern.
Observing Double 11, the multiple dimensions involved in manufacturing, marketing, and logistics have also become a mirror that reflects China's economic power, vitality, and potential.
Inside a live studio of Hangzhou Yaowang Network Technology Co., Ltd.
Photo by Wang Xuying
Merchant performance welcomes more stable "outbreak"
After the "fierce battle" that ended in the early morning, Feng Wu, deputy general manager of women's clothing brand Evely e-commerce, arrived at the company very early on the morning of the 11th.
Since the opening of Double 11 on the 1st, he has become accustomed to this rhythm.
Feng Wu has been paying attention to the brand sales ranking of Tmall Double 11. In an interview, Evely's industry ranking ranked among the top 5 Tmall women's clothing brands, leading the domestic women's clothing brand, and is expected to win this honor for the fourth year.
"This year, the battle line is stretched. We are ready in October. We will focus on low-luxury groups and young people on the 1st and 11th, respectively, for key marketing. Unlike previous years, we have concentrated our efforts on 1 day. 'Burst'."
Since participating in Double 11, Evely has achieved an increase in sales year by year.
From the 1st to the 11th at 0:36:49, the cumulative turnover of Evely Group exceeded 400 million yuan.
"We were also worried about the epidemic at the beginning of the year, but after the recovery in April and May, the online and offline performance began to rebound, especially the performance of e-commerce this year has increased by more than 50%. Looking at the whole year, it should be a positive trend. "Feng Wu introduced that Evely focuses on the domestic market. Although there will be uncertainties in the epidemic, the market is not an era in which clothes can be sold in previous years, but the domestic apparel industry under social demand is still growing. Space, which also gives companies more confidence in the future prospects.
Packed and shipped from the Eveli warehouse.
Photo courtesy of Evely
Similar to Evely, Hangzhou Infice Technology Co., Ltd. also achieved a full-line boom in Double 11 this year.
This company, which owns the inFace brand and is engaged in the independent design and development of home beauty products, has achieved more than 22 times the daily sales on the 11th on the basis of continuous sales growth in the previous ten days.
Hangzhou Inface Technology Co., Ltd. prepares for Double 11.
Photo courtesy of Xu Shu
According to Xiao Yin, CEO of Hangzhou Infice Technology Co., Ltd., in the beauty equipment industry, as users represented by the "post-95s" have grown into major consumers, the phenomenon of "foreign moons being rounder" has dropped significantly, and these users pay more attention Experience, better at research and strategy.
"Based on this, domestic brands that not only have R&D capabilities but can also achieve supply chain cost control, have a very promising market for incremental space. We are very interested in making high-quality but no longer expensive boutique home beauty equipment. confidence."
To welcome Double 11, a temporary tent was set up at an express station in a district in Hangzhou.
Photo by Liu Jinyan
"Sharp tool" to assist new consumption growth
Looking through this year's Double 11, behind each platform's year-on-year breakthroughs in a short period of time, the role of many "weapons" in each link has been strengthened, contributing a lot to stimulating demand and stimulating growth.
In the production process, the real-time feedback of big data on the e-commerce platform is representative.
Taking clothing as an example, the platform can feed back the fashion trends reflected in the data to the company for the first time, and the company can respond quickly to meet customer needs while effectively reducing the risk of inventory backlog.
In the marketing link, the further consolidation of the status of live streaming is also particularly evident this year.
Data shows that on the 11th, the Jingdong platform achieved a live broadcast of more than 100 million yuan in just 6 seconds.
Taobao live broadcast from 1st to 11th at 12 o'clock, there have been 28 live broadcast rooms with a turnover of more than 100 million yuan...
Hangzhou Yaowang Network Technology Co., Ltd. is currently the only A-share listed company in the concept of live e-commerce, and has nearly 30 anchors with goods.
According to Wang Kai, director of the company's marketing and public relations department, during Double 11, some head anchors had to work continuously for more than 10 hours a day on average, and the product selection, stocking, customer service and other departments were also "spinning".
The busy state also reflects the popularity of live streaming this year.
"Although Yaowang is participating in Double 11 for the first time, some of our small anchors can sell to tens of millions every day, and some of the industry's leading anchors carry 368 million yuan a day, and sell the best products for 50,000 orders in 3 minutes." Wang Kai Say.
There are also many new changes in logistics.
For example, the railway sector’s Double 11 e-commerce Golden Week transport service this year has been extended to 20 days compared to the previous 10 days.
The Yangtze River Delta Railway has 245 high-speed EMU trains that can be used for e-commerce transportation every day, 102 regular-speed passenger train luggage carts, and 3 express e-commerce special trains, covering most areas in China.
From the 1st to the 10th, the Shanghai branch of China Railway Express has carried 10,781 tons of e-commerce express goods in the Yangtze River Delta.
"According to the forecast of the State Post Bureau, the peak season of Double 11 this year will appear from the 11th to the 16th. The average daily express business volume will reach 490 million pieces, which is about twice the daily business volume. According to this calculation, Zhongtong’s The average daily business volume will exceed 100 million pieces per day.” According to the relevant person in charge of Zhongtong Express, this year the company has purchased 3,600 high-capacity tractors, and a total of 35 sets of automated sorting equipment have been added to the transfer centers in various places, including 32 transfer centers. New warehouses have been added, and transshipment centers have been added to six locations to further increase the production capacity of the entire network.
Zhongtong Express Transit Center.
Photo courtesy of Zhongtong
He pointed out that due to the impact of the epidemic, consumption is accelerating the shift to online, and ZTO Express estimates that online physical retail will account for more than 30%.
"Express, as the most important infrastructure for online retail, has huge room for growth."
Double 11 e-commerce goods "take" high-speed rail at Hangzhou East Station.
Photo by Huang Ling Yi
Innovation injects more "certainty" into the economy
Regarding the Double 11, experts believe that the new economy and new consumption represented by it will help inject more "certainty" into the Chinese economy.
Qu Qingchao, deputy director of the Economic Committee of the Beijing Municipal Committee of the Chinese People’s Political Consultative Conference and dean of the Longxin Data Research Institute, pointed out that in an environment where global economic growth is slowing down and the new crown epidemic is intertwined, Double 11, the world’s largest consumer festival, is more than just a "shopping". "Carnival" is a window to observe China's economic vitality and the dynamics of domestic demand under the background of accelerating the construction of a new development pattern in which domestic and international cycles are the mainstay and the domestic and international dual cycles promote each other.
"This window can also allow the outside world to see the resilience of China's economy. New consumption represented by Double 11 is precisely the digital transformation of supply and demand driven by innovative power. It will become the dual cycle of China's economy, especially the internal cycle. An indispensable component, providing a key impetus for the recovery and high-quality development of China's economy after the epidemic, and injecting more'certainty' into the Chinese economy." Qu Qingchao said.
Shi Jinchuan, senior professor of liberal arts at Zhejiang University and dean of Zhejiang University’s Institute of Finance, believes that from the year-on-year growth of this year and last year, Double 11 has achieved short-term domestic demand stimulus and potential manifestation, which has a positive boost to the current Chinese economy. effect.
From the perspective of long-term exploration of domestic demand, Shi Jinchuan suggested that in the next process of focusing on building a new development pattern, on the one hand, we should pay attention to the improvement of consumption ability and continue to increase the income of the people. The key is to do a good job in the proportion of residents’ disposable income in per capita GDP Increase and narrow the income gap by increasing the income of low-income earners and expanding the size of middle-income groups.
On the other hand, he believes that on the basis of using traditional methods such as promotion and advertising to excavate and enhance existing demand preferences, in the future, more attention should be paid to supply-side innovation, and new technologies and new products should be used to develop and lead new preferences. And demand, in order to accelerate the construction of a higher-quality new development pattern with domestic and international cycles as the main body and mutual promotion of domestic and international double cycles.
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