The transaction volume of the whole network is close to 860 billion yuan, showing new consumption characteristics.


This "Double 11", the purchasing power is stronger (Online China)

　　During the "Double 11" period, Guangzhou City, Guangdong Province held the first city shopping festival. Through online and offline integration, all links of production, distribution, circulation, and consumption were opened up to help expand the domestic market and promote consumption upgrades.

The picture shows residents buying goods in offline physical stores at the first Guangzhou City Shopping Festival on November 11.

　　Photo by Xinhua News Agency reporter Lu Hanxin

　　During the "Double 11" shopping festival this year, e-commerce platforms and physical retail stores became more popular and lively.

Experts said that under the background of the normalization of epidemic prevention and control, the outstanding performance of this year's "Double 11" is a window for the domestic market to show new vitality in the new development pattern. It vividly demonstrates that China's economy is indeed huge and resilient.

　　"'Double 11', if you buy it, you earn it"

　　Unlike previous years, this year’s "Double 11" is divided into two sales periods from November 1 to 3 and November 11.

　　After an eager and anxious wait, just after midnight on November 11, Ms. Chen, a resident of Hangzhou City, Zhejiang Province, couldn't wait to pay the balance and place the order.

As early as November 1, she switched to the "Double 11" mode and began to ponder the e-commerce platform's promotional methods such as "Building Buildings", "Raising Cats", and Team PK. A deposit was paid.

In the end, she bought all the necessities of life such as eggs, laundry detergent, toilet paper, toothpaste, etc., at a price that was nearly half of the usual price.

She bluntly said: "During the'Double 11' period, various platforms have great discounts, but some products with more discounts require luck. Buy it and earn it."

　　During the "Double 11" period, there were many consumers like Ms. Chen who joined the "buy, buy, and buy" army with enthusiasm, and the sales scale of various e-commerce platforms continued to hit new highs.

　　According to data released by Alibaba, from November 1st to 12th at midnight, Tmall’s "Double 11" real-time turnover reached 498.2 billion yuan; the data released by the JD platform showed that from November 1st to 11th, the platform’s cumulative order amount More than 271.5 billion yuan; the turnover of more than 20,000 brands in JD Supermarket doubled year-on-year; from November 1 to 11, Suning.com's online order volume increased by 75%.

　　According to the “Dianshubao” large e-commerce database of the NetEconomics Service (e-commerce portal), this year's “Double 11” online transaction volume is close to 860 billion yuan, a year-on-year increase of 43.3%.

Among them, the Tmall platform transaction volume increased by 85.62% year-on-year, and the Jingdong platform transaction volume increased by 32.82% year-on-year. The transaction volume of these two platforms accounted for 89.5% of the entire network transaction volume.

　　Mo Daiqing, director of the online retail department of the e-commerce research center of the Net Economics, said that this year's "Double 11" will be carried out under the background of normalization of epidemic prevention and control, but people's consumption enthusiasm is still high and purchasing power is strong.

What is even more gratifying is that this "Double 11" has created huge business opportunities for various industries.

　　Personalized customization becomes a trend

　　With the upgrading of consumer demand and the continuous maturity of information technology, this year's "Double 11" consumption presents many new characteristics:

　　New products and upgraded products are selling well.

Many brands choose to release new products on the eve of "Double 11" and during the shopping festival. For example, Huawei's Mate40 series opened for the first time on October 30, and the first round of products quickly sold out.

On the Tmall platform, more than 2,600 new brands and 1.2 million imported new products participated in "Double 11" for the first time through Tmall International.

Hema Xiansheng has "moved" hot pot online, and the average daily sales of new hot pot bases have doubled one after another, and more than 30 cooperative traditional catering companies and food companies have become popular.

On the JD platform, the turnover of mainstream home appliance brands such as Haier, Midea, Gree, and Huawei all exceeded 100 million yuan per second, and smart home appliances such as floor scrubbers and mini wall breakers were favored.

　　Live streaming has become more popular.

Live streaming e-commerce has ushered in huge opportunities for development. According to the company’s data, there were 681 new registrations for live streaming e-commerce last year. As of October this year, the number of new registrations for live streaming e-commerce has reached 2,364, surpassing the previous 10 years. The total number of registrations.

During the "Double 11" period this year, live delivery of goods has become a "standard configuration" for e-commerce, brands, and merchants.

According to statistics, JD.com's live broadcast of goods exceeded 100 million yuan in 6 seconds, and the cumulative sales of Suning Tesco's "1110 Super Buyer" live studio exceeded 100 million yuan...

　　Personalized customization has become a trend.

What the consumer wants, the enterprise will make it.

This year's "Double 11", JD.com's direct user manufacturing (C2M) model product sales are 1.7 times that of the same period last year, and computer digital products such as gaming notebooks, gaming desktops, and high-definition monitors have become the mainstream of user customization.

　　Experts said that more and more businesses are accelerating digitalization during the process of participating in "Double 11", continuously improving user consumption experience, and providing stronger momentum for the continued improvement of the consumer market.

　　Offline consumption is also popular

　　After years of online and offline integration and development, this year's "Double 11" offline consumption is also booming.

　　The recovery of offline consumption is strong.

JD.com launched the "All-channel Wandian Carnival", and nearly 1 million stores covered by it participated in the "Double 11" sales.

Suning Tesco's tens of billions of subsidies first went offline, achieving coverage in communities, counties, towns, and business districts.

Suning Carrefour’s home-to-home service orders increased by 420% year-on-year, and the “one-hour delivery” timely fulfillment rate was 99%; the sales of 7,000 Suning County’s township stores on the day of “Double 11” increased by 150%. The passenger flow of the shopping plaza exceeded 11.5 million.

　　The use of new technologies also allowed traditional industries to successfully join the "Double 11".

Tmall used 3D technology to build a 100-story "Tmall 3D Home Improvement City", and 1,200 home improvement merchants built nearly 80,000 sets of 1:1 home improvement 3D model rooms.

Consumers can experience real-life shopping at home, click on the phone screen to choose their favorite home improvement products, and can also match products independently and shop with one click.

　　The icing on the cake is that during the "Double 11" period, many local governments and e-commerce platforms issued targeted consumer coupons to promote the development of offline industries through online consumption.

Cui Lili, an e-commerce expert at Shanghai University of Finance and Economics, believes that online sales will promote existing purchase intentions or relatively clear consumer demand. To stimulate larger-scale consumption, it will inevitably require the introduction of offline experience and scenarios, and there will be no clear purchase intention. The potential demand is transformed into real consumption.

　　Peng Xunwen