"Double 11" In The Sixth Quarter: The Protagonist Has Decided To Remain In The Dogfight.

"Double 11" in the sixth quarter

From the beginning of the first "double 11" shopping Carnival in 2009, this year's "double 11" has come to sixth years.

In the past 5 "singles day" user education, "double 11" has been turned into China's black Friday.

From the beginning of fourth years, the "double 11" from Tmall's monologue into the carnival of the electricity supplier industry.

A vertical electricity supplier official told the Beijing Business Daily reporter that on the "double 11" day, even if you do nothing, traffic will naturally rise by more than 30%. Therefore, on this day's promotion, everyone can get twice the result with half the effort.

"Many people say that China's electricity supplier environment is not good, but in fact," double 11 "," 6. 18 "and other electricity generation section of the peak traffic volume, for industry participants are beneficial.

However, unlike the previous five years, this year, the two largest participants of "double 11", Ali and Jingdong, have new identities and become members of the New York Stock Exchange and NASDAQ listed companies respectively.

Beijing Business Daily reporter learned that the identity of the listed company will not have a great impact on the real-time announcement of GMV (platform trading volume) data, but enterprises will be more cautious about internal operation and external information release, and the credibility and reference value of the data will also increase.

Public information shows that in the current scale of the top ten of the B2C electricity supplier, only 1 shop for Non-listed Company.

After more than ten years of development in the B2C industry, the industry concentration degree has been very evident. The top ten of the B2C electricity providers occupy more than 93% of the total market share, of which Tmall and Jingdong contribute 78.4%.

There are people in the industry who believe that the listing of Ali and Jingdong, from the point of view of rules, will enable the business tycoons to stand on the same starting line, and the fairness and pparency of the industry will be improved.

The fight is still going on.

Transparency and fairness did not end.

Disorderly dogfight.

In 2012, after having tasted the sweetness of "making Festival", the electricity supplier continued to create festivals.

Among them, the most successful one is the "6. 18" celebration of the B2C Jingdong.

At that time, there were comments that June and November were the traditional sales slack season, no "fair and aboveboard" social festivals can be used for reference, and a mid year and a year-end, it was exactly the same as the demand for the brand's semi annual and annual performance. Therefore, Jingdong's "6. 18" is expected to become a big business promotion with Tmall's "double 11" influence.

China's electricity supplier will form a "first half of the year" 6. 18 "Jingdong set up, the second half of the year," double 11 Tmall set up, the whole industry singing opera "marketing pattern.

However, in addition to the Jingdong's "making Festival", other electronic platform manufacturing nodes can hardly cover the embarrassment of thunder and heavy rain.

Whether the "8. 15" price war, which was once criticized by the national development and Reform Commission (NDRC), is also a variety of marketing festivals organized by the vertical electronic business platform such as beauty makeup, mother and infant. While investing a lot of marketing resources, enterprises are unable to get the corresponding attention due to the lack of peer response.

Analysts believe that the scale of the formation of a call for power, industry collective mobilization can "create Festival" success.

Therefore, Tmall's home's "double 11" is still the first choice for business enterprises to fight in a mixed battle.

Reporters recently noted that the top ten of the electricity providers have begun pushing the "double 11" content on the platform such as WeChat public number, or brewing "double 11" marketing plan.

Jingdong related responsible person disclosed that Jingdong's investment in the "double 11" has even exceeded the "6. 18" of its home market half a year ago. Gome online divulging the "double 11" promotion plan ahead of time; Suning launched the "100 day campaign" plan, and the price war has been hitting "double 11" from "8 18".

However, although the industry participants are planning the blockbuster of "double 11", they have to admit that after the entry of "double 11" into sixth years, the level and status of each participant have been gradually distinct.

It has always stressed that "double 11" as a stress test is the early release of a single volume in the future.

In the eyes of industry observers, this statement is equally effective for the industry as a whole.

"Double 11" is a stress test for enterprises in the vertical direction. While standing in the horizontal industry perspective, "double 11" is also an early disclosure of the future electricity supplier pattern: at this node, the industry concentration is higher than usual.

In the view of these people, under the premise of the "Pratt and Whitney increase", the upgrading of the industry concentration is due to the different conversion rates.

Not to mention whether merchandise prices and discounts are attractive, whether the promotion page is exquisite, and whether the user service is in place, it is only after obtaining the traffic whether the platform will produce problems such as product shortage, payment of jammer, server downtime and so on, which has made the sale quite different.

Last year, the "double 11" trading volume between Tmall and Taobao reached 35 billion yuan. The paction volume of Jingdong in the "double 11" promotion schedule for 10 days has reached 10 billion yuan. It has become the only two sales enterprise with double sales of tens of billions of enterprises in the "double 11" business platform.

There are electricity suppliers on behalf of operators believe that Tmall's sales this year is expected to exceed 50 billion yuan, Jingdong will also increase sales due to the expansion of categories, other platforms "very difficult to play."

In her view, Tmall has firmly occupied the absolute leading role of the "double 11" grand drama. Jingdong has also got a script for character two, but other e-commerce platforms can also rely on this "annual great system" for a season, but can not escape the role of dragon.