Tmall'S Double Eleven Is More Popular Than Expected.

< p > this year's double eleven e-commerce launched the O2O upper and lower line marketing activities, it is particularly lively, not only the big business platform to participate fully, but also to participate in the business scope and dynamics have been improved.

Nowadays, there are different types of big promotion in almost every month and every quarter, and double eleven is just the peak.

Price cuts have made electricity providers rise rapidly, but how far this road can go has become a problem.

Now know the details with the little editor.

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< p > < strong > half a year when the sword breaks out, < /strong > < /p >.

"P" before the Tmall double eleven opening, a href= "http://sjfzxm.com/news/index_h.asp" > Jingdong > /a > suning.com and other e-commerce companies.

The Jingdong mall not only started early, but also emphasized its delivery advantage in advertising.

Suning.com also made the first O2O Shopping Festival this year, and fully implemented the interaction between online and offline businesses.

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< p > this is the scene that you have sung before my debut.

Jia Penglei, the chief editor of the billion power company, said: "last year, the competition of the electricity supplier was very anxious. We did not want to get together with the double eleven. Jingdong and Ningdu have their own shopping festivals.

But last year, Tmall's double sales of eleven yuan and 19 billion 100 million yuan shocked the industry, so this year, we all get together to double eleven, and all rise to the height of enterprise strategy to do this, not just a simple mess.

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< p > although it is early warming up, other electric providers have also achieved good results.

Dangdang network CEO Li Guoqing micro-blog said that the double eleven promotions advance to 8 days, orders are usually 5 times, even the company employees are going to support logistics.

Suning cloud business also revealed that 8 to 10 Suning orders reached 6 million orders.

On the day of double eleven last year, Suning only seized less than 3 million.

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< p > although the other business platform has been preheated ahead of schedule, it has not made Tmall's performance worse.

The popularity of double eleven has exceeded many expectations, including Ma Yun.

It was only 11 minutes before 6 hours in the morning, and the sales of "a href=" http://sjfzxm.com/news/index_cj.as "Tmall eleven eleven" exceeded 1 billion yuan.

In less than six hours, sales exceeded 10 billion yuan.

Sales reached 15 billion yuan at 10 a.m.

As of 24 points, Tmall double eleven sales exceeded 35 billion 19 million yuan.

Behind the explosive growth of Tmall this year, it has nothing to do with Tmall's long-term preparations.

Because half a year ago, Tmall began to prepare for double eleven.

Reporters interviewed found that many businesses began to borrow money from all sides in June and July for double eleven.

And Jingdong and Suning also burst out Tmall forcing the brand business to "choose two", that is, participating in Tmall's double eleven can not participate in the promotion of other platforms.

Even at the end of October, shops that did not participate in double eleven were forced to place double eleven tags to attract traffic as far as possible.

After brewing for half a year, the day finally came to light.

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< p > < strong > online and offline integration in the confrontation < /strong > /p >

After P eleven every year, we will carefully check the electronic business entities.

But this year's double eleven time, the online and offline cooperation trend is becoming clearer, and O2O has played the leading role for the first time.

Suning launched its first O2O Shopping Festival. Tmall and Joy City cooperate to carry out O2O experience activities.

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< p > for this, Jia Penglei told reporters that Tmall tried water O2O was also intentional, because Tmall's profit source is still dominated by traditional enterprises.

By testing O2O, we hope to get more traditional enterprises to enter.

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< p > but Tmall's O2O behavior soon encountered resistance.

The 19 big home stores, such as home, red star, and so on, boycott the a href= "http://sjfzxm.com/news/index_s.asp" > Tmall O2O activity < /a >.

Furniture stores have the courage to boycott Tmall.

According to industry sources, at present, the penetration of electricity suppliers in clothing and 3C is relatively high, which has a great impact on sellers under the line.

But like the home industry, offline sales are still the mainstay.

This is the reason why Suning started to go to O2O earlier, and it is also the bottom line for home stores to dare to fight.

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< p >, moreover, boycott Tmall is not equivalent to boycotting the electricity supplier. These traditional retailers have gone to the old road of Suning, and have built an online shopping mall. The online shopping mall of their home has been launched on the 11 day.

The rise of professional vertical electricity providers is obviously a challenge for Tmall's expansion.

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< p > even Tmall's cooperation with joy city does not mean weakness.

Jia Penglei said: "the reason why Joy City is working with Tmall is that its business structure is dominated by clothing businesses, and more is Tmall's threat to the service industry.

And double eleven is Monday, there are not many customers, through O2O activities can attract more customers to stroll.

For Joy City, this is clearly not a loss making business.

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< p > behind the brilliant achievements of the electricity supplier, it is far from being as fresh as the outsider's imagination.

Song Yang, senior analyst at Analysys International, told reporters that "many people think that the cost of operation of electricity providers will be lower, but we estimate that if the overall cost of logistics and management is considered as a whole, the operating cost of most online platforms is even 10 to 15 percentage points higher than that under the line.

E-commerce platform needs to absorb more brands to enhance the scale effect.

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< p > < strong > who is happy and who is worried? < /strong > < /p >

< p > double eleven big promotion, the electricity supplier laughs ha, the consumer is cross stitch, but the express is runs the broken leg.

Take Yuantong express as an example, in order to meet the peak of double eleven, not only will the pshipment center be expanded, but also hundreds of new pport vehicles will be added.

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< p > despite the rapid development of express industry in recent years, the annual volume of express delivery is close to 50%, but it is still not enough for such a large courier.

Xu Yong, chief consultant of China Express consultancy network, said: "although the number of double eleven express is large, it will be digested in a week or so. The key is that the courier companies will not be able to run out of vehicles, venues and manpower for this purpose, but the rental period for some sites is at least three months, which is obviously a huge waste."

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< p > for those who take part in big promotion, participating in big promotion is also a bone breaking matter.

Earlier, Ying Chun Chun, vice president of Jingdong group, said: "in order to double ten, small businesses began to prepare goods after June each year, usually two times as much.

And the real sale can be 1 to 1.2 times, and the rest of the goods will not be sold. This is a waste and also a big pressure on the small sellers.

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< p > take this double eleven as an example. The data show that the sales target of double eleven is 30 million yuan, while the value of stocking is 70 million yuan.

The target sale of famous men's seven cards is 50 million, and the stock is up to 200 million yuan.

If a large brand can still bear such inventory pressure, it is undoubtedly a tremendous pressure for small and medium-sized brands.

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< p > in addition, in order to attract more traffic, many businesses have to pay to buy traffic.

This is obviously more conducive to big brands, but for small brands, this is a huge impact.

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< p > strong > how frequent can we go further? < /strong > < /p >

< p > industry insiders believe that for consumers, the promotion of electricity providers means lowering prices.

Nowadays, there are different types of big promotion in almost every month and every quarter, and double eleven is just the peak.

Price cuts have made electricity providers rise rapidly, but how far this road can go has become a problem.

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< p > Jia Penglei told reporters that the development speed of < a href= "http://sjfzxm.com/news/index_c.asp" > China's electricity supplier < /a > is the fastest in the world, and the electricity supplier needs speed to support development.

However, the problem can not be ignored. In terms of double eleven, it is a double-edged sword. Although a lot of inventory can be removed, it can be rushed, but too concentrated sales lead to lack of orders before and after the holiday, which is not a good phenomenon in retailing.

Moreover, the development of China's electricity providers is still very uneven. At present, the electricity providers in East China and Southern China are particularly well performing, but other areas are far apart. This is also a new area to be actively developed.

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Xu Xingwang, a group consultant at P zero point, also said that the growth rate of consumers is very fast. As the main source of online shopping, the 80s were sensitive to price because of their low income.

However, with the increase of income after 80 years, the sensitivity to price is decreasing, and the demand for quality is gradually improving. Now the rise of luxury online merchants is an example.

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< p > Jiang Qiping, Secretary General of the information research center of the Chinese Academy of Social Sciences, said that the price of electricity is being set up by the electricity suppliers.

"Because the online price comparison is very easy, it is easy to find a lower price than the physical store.

But in a few years, the price difference will gradually disappear. If we can not advance the pformation, we will lose a large number like the group buying website.

Jiang Qiping suggested that electricity providers should gradually try to differentiate products, designs and recommendations. Only by differentiting, can they have a premium to bring into full play the advantages of big data and information. < /p >