Break down the highlights of this year's "Double Eleven"

　　Core reading

　　Behind the continuous growth of "Double 11" transaction data is the continuous efforts of many merchants to optimize their services and enhance the consumer experience.

　　With the continuous optimization of the supply side, "Double 11" will help further stimulate consumption potential and better play the role of consumption in accelerating the construction of a new development pattern.

　　Every year, "Double 11" will become a topic of focus.

This year, the "Double 11" transaction data of major platforms still maintained a momentum of growth.

"Double 11" sales reached a new high. While promoting consumption improvement and expansion, it also confirmed the huge potential of China's consumer market from one aspect.

　　Hot transactions, new highs in transaction volume

　　As of 23:59 on November 11, Jingdong’s "Double 11" cumulative order amount exceeded 349.1 billion yuan, exceeding the same period last year.

At 20 o'clock on November 10th, on the JD platform, the turnover of home appliances exceeded 2 billion yuan in 5 minutes, entertainment TVs, partition washing machines, fresh air air conditioners, and floor scrubbers all increased by more than 5 times year-on-year, and the turnover of high-end notebook computers increased by 260% year-on-year. , The turnover of edible oils and condiments for infants and young children increased by 30 times year-on-year.

　　As of 24:00 on November 11, Tmall’s "Double 11" total transaction volume reached 540.3 billion yuan.

On Tmall, sales of a number of small and medium-sized brands have achieved leapfrog growth.

From 00:00 on November 1st to 23:00 on November 11th, there have been 698 small and medium-sized brands with a turnover of more than one million yuan last year, and their sales this year exceeded 10 million yuan.

　　On the Suning.com platform, the trend of online and offline consumption integration is significant.

From 0:00 to 12:00 on the 11th, the number of visits to the store increased by 122% year-on-year.

Across the country, many stores, including Suning Tesco’s Beijing Lenovo Bridge Store and Beijing Ciyunsi Store, had sales of over 10 million yuan from 0 am to 10 am on the 11th. Sales exceeded 100 million yuan.

　　Li Zhengbo, chief expert on macro consumption at the China International Electronic Commerce Center of the Ministry of Commerce, said that "Double 11" not only shows the huge potential of my country's consumer market, but will also further boost consumer confidence.

Promotional activities represented by "Double 11" have become an important shopping node recognized and accepted by many consumers, which will help to further activate the vitality of the consumer market and promote the upgrade of the consumer market.

　　In this year's "Double 11" promotion, the upward trend of agricultural products has become a bright spot.

The e-commerce platform takes advantage of the flow, unblocks the upward channel for agricultural products, promotes farmers' income, and helps rural revitalization.

On the Taobao special edition, the Gansu apples with direct supply from the origin are widely loved by consumers, and they were robbed as soon as they went online.

On the JD platform, the sales volume of fresh product King Crab increased by 600 times year-on-year, and the total sales volume of Guizhou Xiuwen Kiwifruit Industrial Zone increased by 10 times year-on-year.

　　Physical retail stores are also ushering in new growth in the new retail test.

This year's "Double 11", Intime Department Store launched the WeChat Mini Program to provide more convenient consumer services with offline stores.

At the same time, Intime department stores across the country provide counter free shipping services, allowing consumers to more easily complete shopping. From October 20 to November 10, the volume of express orders increased by 44% year-on-year.

　　Service optimization, more relaxed ordering and shopping

　　"How can it be so fast!" Just after 20 o'clock on November 10, a JD courier delivered a box of kiwi fruit to Mr. Lin, a consumer in Weinan City, Shaanxi Province.

This product is the 1 millionth order since the trial operation of the Intelligent Supply Chain Center in Wugong County, Shaanxi Province of JD.com.

　　Li Zhengbo believes that after years of development, consumers' habits of placing orders during the "Double 11" shopping festival are also changing.

For example, buying time becomes longer, more attention is paid to product quality, consumption mentality is more rational, and more attention is paid to delivery experience.

These changes, on the one hand, can release new consumer demand, but also put forward higher requirements on the platform.

Brand merchants and logistics companies need to better cope with peak orders and increase consumer attention and brand stickiness with continuous and stable high-quality services.

　　This year's "Double 11", the overall compliance rate of Suningyi's shopping flow reached 99.8%, the shipment volume of home improvement achieved a year-on-year increase of three times, and the completion rate of one-time delivery increased to 98.7%.

　　In addition to distribution, consumers are also concerned about commodity return and exchange services.

This year's "Double 11", on the one hand, the Vipshop platform strengthened supply chain cooperation with brands to ensure high-quality goods and good prices, while continuing to insist on "full 88 SF Express", "7 days no reason to return and exchange", "face-to-face return and exchange", etc. Service measures to further enhance the shopping experience.

　　This year's "Double 11", the consumption model of "enjoy first and pay later" is also favored by many consumers.

Consumers can consume spot goods with only a down payment, and pay in installments within a specified time.

This year's "Double 11", Lexin's first enjoy and pay later platform combined with hundreds of online and offline brands to provide users with services, covering mobile phones, computers, clothing, daily necessities and other categories.

Only 2 hours after the promotion was on sale, the online order volume increased 10 times than usual.

　　Continuous upgrading, brand quality becomes the key

　　As an important window for observing China's consumer market, the transaction data of "Double 11" can also see the trend of China's consumer market upgrading.

　　"On the Tmall platform, the sales of Dezhou Braised Chicken have been nearly four times that of last year. New products such as Orleans chicken drumsticks and self-heating chicken pot under its new brand'Lu Xiaoji' are also loved by many consumers." Shandong Dezhou Braised Chicken shares Said Cui Chen, executive general manager of the company.

　　This year's "Double 11", more time-honored brands began to try new ways to interact with consumers and achieved good sales results.

This year, a total of 184 time-honored brands met with consumers in Taobao live broadcast rooms.

As of 8 o'clock on November 11, sales of 220 time-honored brands on Tmall’s "Double 11" sales have increased by more than 100% year-on-year, including the sales of Jin Hui, Guihuazhuang, Baishui Dukang and many other time-honored brands in central and western regions such as Huili. The amount has exceeded 100 million yuan.

　　Healthy consumption has become one of the hot spots of "Double 11".

On the JD Health platform, the sales of a diving oxygen generator exceeded one million yuan in the first minute of "Double 11"; in the first five minutes, the turnover of JD Pharmacy increased by more than 100% year-on-year; in the first ten minutes, Cordyceps, Products such as wolfberry and flower maw have become the 3 tonic categories with the fastest growth rate.

　　On the Suning.com platform, mid-to-high-end home appliances are popular among consumers.

The sales of complete sets of home appliances increased by 46% year-on-year, the sales of energy-saving and low-consumption home appliances (new-level energy-efficient air conditioners, energy-saving refrigerators) that are more in line with the green and low-carbon concept increased by 39%, and the sales of washing and drying integrated machines with healthy washing and drying functions increased by 28 %.

　　This year's "Double 11", service consumption is also a key word, and services such as housekeeping, car maintenance, physical examination, and home improvement have attracted consumers' attention.

According to data from Tuhu's vehicle maintenance platform, during the "Double 11" period, sales of tires, oils, and car products increased by nearly 20% year-on-year, and maintenance orders increased by nearly 40% year-on-year.

　　Li Yongjian, a researcher at the Institute of Financial and Economic Strategy of the Chinese Academy of Social Sciences, believes that the deep integration of online and offline has given "Double 11" new features.

On the one hand, online platforms use new technologies such as artificial intelligence to further optimize the shopping experience; on the other hand, offline shopping is also actively transforming, increasingly interacting with elements of experience, entertainment, and social interaction to provide more convenience for consumption.

The “Double 11”, which is continuously optimized on the supply side, will help stimulate greater consumption potential and better play the role of consumption in accelerating the construction of a new development pattern.