Behind The Holiday Online Shopping Boom: The Death Of The Industrial Chain

In 2010, the word "Li Li" is used in the "online shopping" field, which is becoming more and more popular with the festival.

With the sound of Christmas bell tonight, a holiday online shopping rush is now in full swing.

According to the latest monitoring data released by AI consulting, the number of orders for online shopping in China reached a record 380 million in the third quarter, an increase of about 50% over the same period last year, of which C2C and B2C's online shopping orders reached 330 million and 57 million respectively.

Previously, a noteworthy online shopping record is that in November 11th, Taobao mall launched the "singles Festival half off promotions" activities, attracting about 21 million netizens a day, 181 shops trading more than one million yuan, Taobao mall's single day turnover of nearly 1 billion yuan, the sales volume of this day alone is equal to 2.6 times the maximum sales volume of single department stores in domestic department stores.

In such a crazy way, Taobao mall gives

Over the past two years, the growth rate of e-commerce websites has been maintained at more than 80% a year. A large number of mainstream consumer groups gradually form the habit of online shopping.

Online shopping is opening a new door to the new business model.

It is much joyful to share the joy than enjoy alone.

Christmas shopping and new year's day shopping online will never be like Taobao's last month.

Dangdang announced in December 16th that it spent 40 million yuan to launch a substantial reduction in activities, including books, digital 3C, beauty makeup, maternal and infant supplies, etc., and promised that all the best seller prices should be at least 50~100 yuan lower than that of other digital online stores. In December 20th, Amazon announced that it had invested 100 million yuan to make a huge profit. In the field of price war, the book "heavy disaster area" announced that the book had a full consumption of 100 yuan and returned to 20 yuan unrestricted Book voucher. It also launched nearly 100 thousand kinds of children's books half off Cap special activities.

On the 21 day, Taobao launched the "nationwide mad rush" campaign. In the 4 days, 750 million items, including clothing, food and general merchandise, took part in half off promotional activities.

Jingdong mall also announced more than 10000 merchandise sales from 22 to half off.

Even the online travel that started the holiday season, there was a fierce price war.

On the occasion of Christmas, new year's day and Spring Festival, Ctrip launched the "mysterious special room activities". A large number of brand hotels sold them at a super low discount price in the form of non public hotel names, and the price was generally four to forty percent off of the normal membership price.

Mango net under the brand of green mango, especially for hotels below 100 yuan, launched 1 yuan in the promotion price.

Spring Airlines also launched the 1 yuan ticket for online Shijiazhuang to Hongkong airlines on the website.

But some small e-commerce enterprises can not afford to do that much.

Reporters learned in the interview that some group buying websites generally seek cooperation with other websites to enhance their performance price ratio. Many small e-commerce enterprises are only promoting holiday free shipping.

One insider of the company said frankly that they had no absolute confidence in front of the brand.

On the contrary, similar to Taobao, Jingdong launched this platform activities, brand merchants are very willing to participate, because they are strong enough, so that brands can boost popularity.

According to the data provided by Analysys International, the scale of China's C2C online retail market in 2009 amounted to 230 billion 700 million yuan, representing a growth rate of 102.61% over 2008.

At the same time, the scale of China's B2C market last year reached 22 billion 20 million yuan.

Cao Fei, senior analyst at Analysys International believes that China's online retail market is already hundreds of billions of scale, and competition among businesses will inevitably enter the market segments.

Impulse sales from the end of November to the Spring Festival can sometimes account for 50% of the annual sales volume.

However, an e-commerce website practitioner told reporters that although the festival effect will bring the number of participants and total turnover to a climal peak, due to the large span of time and the limited amount of consumer spending, it may not be more than a single day of Singles Day activities.

According to his disclosure, "singles day activities" actually had a series of preheating. Taobao mall paid hundreds of millions of Yuan advertising fees 10 days before the start of the event, so as to accumulate enough energy for the day's concentrated consumption.

In addition, because this promotion is concentrated in one day, the supply chain logistics system and payment system are collectively blocked up, and this holiday promotion cycle is long, which will continue to form a relaxed trading trend.

At the same time, consumers, businesses, logistics enterprises, the main participants of this series of online shopping behavior, face the holiday shopping online.

Jun Jun is a loyal "Amoy guest", talking about the November 11th Taobao mall "singles day" promotion, but let her have a lingering fear.

She said that she had taken three long wearing brand coats on the same day, but the congestion Alipay system was so depressed that it was hard to pay successfully, and it took half a month to get it.

In response, a Taobao businessman complained to reporters that he originally stocked 5000 pieces on the day of singles day, but did not expect 20 thousand orders.

"In view of the warning, I have to give the buyer a precaution in advance to remind him that the goods may be delayed."

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After "singles day", the logistics critics who were repeatedly accused of "turtle speed" in the user evaluation page of the product also made the major logistics enterprises shout unjustly.

The vice president of a logistics company admitted that the business forecast for the "Bachelor's Day" will increase by 2.5 times the volume of shipments, but it actually exceeds 4~5 times of the normal order.

"That day the truck could not be loaded, and shunting around, getting in touch with customers, picking up goods, but accused of being out of stock."

Holiday online shopping promotion is not all pie in the sky, the Internet is full of "limited time", "limited", "spike" and other words behind the cat is actually a lot.

If the major online travel agents are playing cheap cards, their operability is limited.

First of all, the amount of restrictions, Ctrip pushed the "mysterious special housing activities" point of view, its housing is limited, participating hotels should look at the room booking situation to determine the number of special housing availability, there is no specific ratio and guarantee quantity.

Next is the time limit.

For example, the 1 yuan ticket on spring and autumn online is stipulated in the ~12 month of December 20, 2010, 31 days, and it has a spike at 10 a.m. every day, and the number is limited.

There are many unexpected requirements for cheap hotels and air ticket resources.

"Before the successful booking of the mysterious special room, the guest did not know the specific name of the hotel, but according to the hotel area, star rating, Ctrip user ratings and other clues to help guests in a certain range of Select Hotel."

The marketing director of Ctrip hotel business department Yu Yu disclosed.

In addition, the full payment in advance is also a rigid rule of low price hotels. The low price mysterious hotel needs to pay the full cost ahead of schedule, and can not change or cancel it.

China's online retail market trend forecast 2009~2012 released by Analysys International showed that the size of China's online retail market last year reached 252 billion 600 million yuan.

The socialization of online shopping has shown signs of success. An industry insider admitted that the current online shopping industry chain lacks unified and orderly management and service system, resulting in uneven distribution of industry interests.

Behind eye effects and promotional price wars, every link in the online shopping industry chain seems to focus more on maturity.