Taobao Singles Day Attracts 5 Billion 200 Million &Nbsp; What Is Lost In Traditional Retail?

Whether it's singles day or the magic club Festival, in November 11th of 2011, Taobao really made a pot pot.

According to official data of Taobao mall, the number of orders exceeded 20 million singles during the singles day, Alipay.

No wonder it's under the line.

For the traditional retail enterprises with a slight profit, the pace of Taobao is increasing.

Heroes of "Festival"

In fact, before the heat of singles day, e-commerce does not seem to have a special promotion season. Although there are eleven traditions in the business field and the promotion of the Spring Festival, it is rather off-season for electricity business.

But Taobao rewrote all this.

In November 11, 2009, Taobao mall launched the singles festival marketing for the first time, with 27 brands 50 percent off promotion, and only one Jack Jones store sold more than 5 million yuan per day.

In 2010, Taobao mall hit 200 million yuan in advance of 3 months to do Singles Day marketing, and its advertising was visible on the Internet, TV, newspapers, mobile phones and outdoor advertisements.

In 2010, the score of singles festival in Taobao mall was 936 million.

In the view of Tao Ran, director of public relations of Alibaba group, "the first motive of singles Festival promotion is to see that there are eleven golden week promotions in ordinary stores, so we want to create one on the Internet."

Why do you choose Singles Day? This time seems to be very learned.

CEO, a big seller of Taobao mall, revealed that in November 11th, it was on the beat of a business rule.

"By the end of November 11th, many businesses will have to complete sales in this period, and in a year, goods stored in warehouse will be cleared. If we can solve these problems in one day, even if we earn less money, we will be happy to do so."

The CEO also pointed out that many units pay wages on the 10 of each month, while the 11 is just the time when everyone's pockets are the most popular, plus the temptation of 50 percent off.

Lu Zhenwang, a Chinese drug holding e-commerce project manager, thinks Taobao's 50 percent off of the mall is related to its core clothing.

In his view, 40% of the goods in Taobao mall are clothing, and the clothing features are high gross margins and opaque prices. Even half sales are profitable, plus November is approaching winter. When consumers buy clothes, they choose to promote sales at this point.

Data show that in 2010, the 16 advertisements on Taobao's homepage of singles day were 13 clothing brands, 2 footwear brands, and 44 brands of clothing and footwear were among the 58 brands sold in bachelor's day marketing, and it was obvious that the main brand of marketing was clothing brand.

In 2011, it was not the Taobao family that made an astonishing sales record by singles day.

It is understood that as early as October 24th, Tencent's pat net opened the curtain on the promotion trend.

The 5 day sales total exceeded 718 million yuan, an increase of more than 300% over the same period.

In November, Jingdong, suning.com, Dangdang and so on also entered the war group before and after.

Jingdong mall data show that Jingdong mall orders on the same day more than 400 thousand single, an increase of more than 290% over the same period.

No wonder Chen Hu, vice president of Le Tao, exclaimed: "Taobao mall has made" singles day "a special festival of electricity and commerce, and the whole industry is in the promotion season.

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What is lost in traditional retailing?

For the hot online promotion campaign, retail businesses on the line are somewhat indifferent to singles day.

It is understood that many large shopping malls, supermarkets and home appliance stores in Beijing do not carry out discount discounts around singles day. Many brands do not offer discounts in the new stores, or the discount of non seasonal discounts.

Under the acquiescence of traditional retail enterprises, nowadays singles day seems to be a special field for e-commerce enterprises, and a large number of consumers choose to purchase online on this day.

But to avoid the promotion of Taobao's leading business people in singles day, the traditional retail business seems to lose more than just the promotion season in November.

The industry is worried that more and more online shopping customers seem to be spending their Christmas and new year's day shopping online on the singles day.

K, a netizen in the forum, said that if more and more people began to try online shopping since 2011, this Singles Day is likely to be the watershed of online shopping. The era of online shopping seems to be coming.

Luo Yonghao, the founder of Niu Bo network, describes the acceptance process chart of consumers' new things, and analyzes the composition of Taobao customers by old building material K.

Among the customers of Taobao, the first 5% are pioneers. The idea of these people is to buy only new ones, regardless of the price.

Before Taobao appeared to 2008, Taobao's customers should be basically the pioneers of these 5%.

But with these 5% pioneers, after 2008, 11% of the customers began to enter Taobao. These people are always the opinion leaders in a certain circle. Conquering them means twenty passes.

Then 34% of the traditional groups quickly intervened, and the latter 34% slowly intervened.

The view of building materials old K is that after the accumulation of Taobao in 2008 and the activity of singles day, Taobao should also attract 34% customers behind.

The 34% customers used to be loyal customers of major department stores and supermarkets, and now they are starting to shop online.

According to data from Taobao mall, Chengdu ranked fourth among the top ten in 2011, and Sichuan ranked fifth in the whole province.

In the industry's view, this also indicates that the engine of online shopping has been replaced by the fashionable crowd in big cities as a more powerful mass market.

In order to bring online customers to the Internet, Taobao has been doing little in recent years.

Take Singles Day promotion as an example. In 2010, Taobao mall broadcast a notice of advertisement for 3 seconds after CCTV news broadcast, which greatly increased the number of people who arrived.

It is reported that this year, Taobao mall has invested 320 million of the total promotional expenses in order to prepare for this big promotion. At least 70% of these advertisements should be invested in the traditional media channels. The target is directed at those who do not have much access to the Internet, mainly for those "online shopping groups" that have little or no online shopping.

Some people in the industry joked that Taobao's Singles Day promotion campaign had brought all those who could not understand it.

Their loyal customers are dragged to the line, leaving the entity retail, in addition to the innovation mode will win back the source of tourists, more is to think about how to improve internal strength, give full play to the advantages of electricity providers.