China News Service, Beijing, November 12 (Chen Jing) After 0:00 on November 11, the three platforms of Tmall, JD and Suning successively released real-time "battle reports."

　　At 0:3:57, Tmall announced that the peak order creation was 583,000 orders per second, and at 0:30 it announced that the transaction volume exceeded RMB 322.3 billion.

　　From 0:00 on November 1st to 23:59 on November 11th, JD.com’s total order amount for the 11.11 global love season exceeded 271.5 billion yuan, setting a new record.

　　Data released by Suning Tesco in the early hours of the morning showed that its full-scenario channels including the main station, Tmall flagship store, superbuyer live room and Suning store broadcast, achieved a total GMV (transaction value) of over RMB 5 billion in 19 minutes on the 11th .

　　Behind the rising numbers and the rising sales year by year, what do you see?

Peace of mind is more important than cheap

　　"Trusted consumption" has risen. The survey reports of many third-party organizations show that more and more consumers of this "Double 11" have shifted from focusing on cost performance to focusing more on "quality" of life.

　　According to the latest e-commerce service satisfaction survey and consumption report, the "factors that consumers care about most" when shopping are product quality and the reliability of the platform (merchant), especially in areas with high sales such as 3C and beauty.

　　Quality consumption not only reflects the increase in national consumer demand, but also promotes brands to continuously introduce high-quality products, driving the growth of the high-end consumer market.

According to data from JD.com, as of 12:00 noon on November 6, the turnover of mid-to-high-end air conditioners has increased by more than 3.5 times year-on-year, and the turnover of comfortable air conditioners has increased by 5 times year-on-year.

Service consumption reversely boosts commodity consumption

　　Service consumption has become a new driving force for economic growth and structural upgrading.

The speed of logistics is an important part of supporting e-commerce service satisfaction.

　　In order to speed up the "Double 11" package, Cainiao Digital Supply Chain cooperated with more brand merchants this year, through intelligent prediction, to sink pre-sale orders to distribution outlets and communities in advance.

　　Through the pre-sale pre-sale model, JDL Jingdong Logistics started warehousing and production as soon as the deposit was paid.

　　Under the multi-party layout, the express speed has been refreshed again.

Cainiao logistics data shows that only 5 minutes after paying the balance, Mr. Li from Xiaoshan, Hangzhou received the parcel delivered by Cainiao.

According to data from JD.com, 6 minutes after paying the final payment, Ms. Rong from Mohe, Heilongjiang received the lipstick ordered on JD.com.

　　It is not difficult to see that consumption hotspots are extending from commodities to services, and then service consumption is in turn boosting commodity consumption, forming a larger positive cycle of consumption.

Sinking the market into the "strongest increment"

　　In recent years, consumption in the county and township markets has been significantly upgraded. Under the epidemic, the whole people have accelerated their "access to the Internet", and the sinking market has become the largest incremental market for e-commerce platforms, releasing stronger consumption momentum.

　　According to data from JD.com, during the "Double 11" pre-sale stage, the pre-sale orders in the first-tier market and the rural market both increased rapidly year-on-year, reaching 117% and 126% respectively.

The consumption power of the sinking market cannot be ignored.

　　Some consumption highlights are also appearing in the sinking market.

According to JD.com's big data, from November 1st to November 11th, the sales of smart watches for rural users on JD.com increased by 144% year-on-year; sales of smart accessories increased by 128% year-on-year; sales of electric toothbrushes increased by 212% year-on-year.

Personalized demand is strong

　　With the increasing demand for personalization, e-commerce giants such as Alibaba, JD.com, and Pinduoduo have focused on C2M reverse customization (factories directly meet consumer needs).

This mode of on-demand production, which only produces the types, styles and quantities of products that consumers need, is conducive to connecting supply and demand, solving the problem of overcapacity, and ultimately improving industrial efficiency.

　　Data shows that during the "Double 11" this year, the sales volume of reverse customized products on JD.com was 1.7 times that of last year, and many C2M products that "know you better than you" became the top category.

　　Liu Hui, chief data officer of JD Big Data Research Institute, told China News Service that C2M is an important path to truly boost the growth of physical manufacturing, and it is also a shortcut for China's manufacturing to achieve rapid development.

　　In terms of depth, in addition to the design field, C2M can help companies confirm pricing, marketing methods and packaging, covering the entire life cycle of the product.

"Double 11" to move the global supply chain

　　"Double 11" this year is not just a carnival for domestic consumers.

"Double 11" has moved the global supply chain.

The e-commerce platform not only imports high-quality global products for the domestic market, but also promotes domestic products to the world.

　　According to reports, for this year’s "Double 11", Tmall is pulling overseas brands to make full preparations. In order to make orders, the Israeli factory will not be closed for 4 months, and the assembly line will not be suspended for 24 hours; the Japanese brand Yameng has also cancelled European and American orders and directly supplied to China .

　　JD International has gathered more than 500,000 imported goods from more than 100 countries and regions. While meeting domestic consumers' demand for imported products, it also opened channels for more overseas brands to enter China and promoted the growth of foreign trade import and export.

　　Liu Hui stated that China, as the consumer market with the fastest recovery and the best growth rate this year, "Double 11" brings market growth opportunities for a large number of imported and international brands.

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