Double 11 Countdown: Price War Intensity Reduction, Advance Deposit, Accurate Stock.

In 2014, the double 11 officially entered the countdown stage, compared with the previous years of B2C industry, the double 11 is somewhat deserted. Suning and Gome (return to the essence, all guests, Dangdang voice has not been the momentum of the past, only Ali, Jingdong is still in the center of the stage.

This is very important because the former business enterprises can also take advantage of the industry pattern to fight, and Jingdong and Alibaba are fighting hard to win. Now, with the basic pattern of the electricity supplier, the chances of winning in such chaos are less and less.

The connotation of double 11 is also changing. It is no longer a simple half price promotion. Double 11 promotes the festival from the electronic commerce industry to the double 11 of the whole society, and also crosses the national boundaries. Behind this series of changes, the mentality of businessmen participating in double 11 is quietly changing.

At present, sprint year-end sales is still an important target for many businesses, but many businesses no longer regard sales volume as the sole assessment target, but rather hope to take a year-end assessment to the electronic business team, and will really precipitate the users through double 11.

CEO Ji Wen Hong, who has participated in many double 11, told Tencent science and technology that merchants would not pursue profits in the double 11 promotion process. However, a half price promotion just a few years ago, the era of pursuit of scale has gone forever.

　　 Double 11 No longer confined to the electricity supplier industry

Alibaba has announced the double 11 strategy this year. Tmall President Wang Yulei said at a press conference that this year's double 11 no longer focuses on sales, but also hopes to achieve some other goals, namely globalization and wireless technology.

Wang Yulei said that this year, 270 thousand businesses participate in Tmall double 11 promotion, Tmall attracts more Costco and other international brands, and hopes that mobile terminals will be more in line with consumer shopping habits.

This year's Tmall products are no longer a mere 50 percent off promotions. Instead, they lock in the purchase ahead of time, allowing users to pay 30% deposit in advance, and purchase them on the day before the double 11, which can distract the pressure of 11 days, and allow businesses to prepare stocks more accurately ahead of schedule.

2013 double 11 Tmall and Taobao trading volume exceeded 35 billion yuan, it is widely predicted that this year exceeded 50 billion, there is not much suspense.

Despite the Alibaba's doubling of 11 trademarks, Jingdong is still preparing for double 11 this year. Jingdong's big promotion started in November 1st. Its bright spot is that WeChat's shopping and mobile phone QQ shopping are synchronized with Jingdong's official website and mobile clients.

Jingdong Shanghai "Asia 1" modern logistics center phase one also scramble on the eve of double 11 promotion officially put into operation. In terms of e-commerce distribution, the Jingdong only increased more than 400 distribution stations in the first half of 2014, covering 480 districts and counties.

In view of Ali Jingdong's close preparations for double 11, CEO, XingKong Kong, told Tencent science and technology that double 11 is just a few big players in Ali and Jingdong, and the scale is from 35 billion to 50 billion yuan, meaning little.

But more and more businesses are still trying to squeeze into this nationwide online shopping activity. Traditional department store big business group launched its electricity supplier platform, tin dog network, officially joined the electricity supplier sequence, the head of the big business invites the former Wanda electricity supplier COO Liu Sijun.

And CAMEL camels have become more and more interested in double 11. Since the double test of water in 2009, the number of double 11 sales has exceeded 100 billion yuan in the past 11 years. Wan Jingang, general manager of camel, told Tencent science and technology that CAMEL camels hope that this year's double 11 sales volume will increase by 30% over the same period in 2013.

Wan Jingang is a responsible person under the traditional line business. When it comes to participating in the double 11 sentiment these years, he said that the traditional enterprises used to treat 11 as a clearing up, but now they act as the main channel.

"JackJones called me and asked me to take part in their double 11 activities." Wan Jingang is the VIP user of European clothing brand JackJones. He said that the general enterprise is just sending text messages, but JackJones can call one by one to notify their VIP users to pay attention to the double 11 discount, indicating that their double 11 work is done meticulously, which is quite different from the previous simple wait-and-see.

Not only tradition clothing Shoes and hat enterprises, the mobile phone manufacturers such as millet, hammer, Meizu and so on, have been joining the double 11 ranks in the past few years, such as soufangfang, Fangfang, and auto electric providers.

An industry insider pointed out to Tencent science and technology that these manufacturers join the double 11, mainly by using the potential energy of dual 11, which can clean up inventory and expand sales volume of enterprises, and can also make use of the potential to do marketing promotion. For enterprises, this is a small sum of money to do great things.

　　 Impulse sales volume No longer the sole objective of assessment.

Every year, businesses participating in double 11 are full of expectations for double 11, and often double 11 for 3 days. They can also bear the sales volume of 20% to 30% a year. Therefore, as early as 1 months ago, many businesses have already arranged for double 11 ahead of schedule, and should invest heavily in double 11 days.

According to BELLE's excellent purchasing personage, this year's double 11 period, excellent purchase and BELLE electric business will dispatch nearly 2500 people to the north deep three warehouse to do support work, and the addition of 200 double eleven production lines.

According to the above sources, the three storehouses of BELLE and the electricity supplier of the BELLE electricity supplier also prepare 45 large van for commodity transportation, and prepare nearly 1000 customer service teams for the pre-sale and after-sales service consultation during the double 11 period. However, sprint sales are no longer the only indicator.

In the first 11 months of the two three months, the company took part in the procurement team and started negotiations with global suppliers to join the double 11 promotions. Its core department has not been rested for 1 months. During the double 11 period, temporary staff will be added to logistics and warehousing.

CEO, Ji Wen Hong, shows Tencent technology that compared with the previous double 11, many manufacturers this year will pay attention to the internationalization and mobile terminals in addition to the importance of sales, so that users can find the advantages of their websites in the days of double 11 and retain them as far as possible.

Why is sales volume no longer the only target of assessment? Jia Penglei, a senior business observer with long-term concern about the electricity industry, told Tencent science and technology that the cumulative users and businesses of double 11 Tmall and Taobao over the past years had a large stock and could be accurately measured.

Jia Penglei said that in 2012, double 11 sales volume broke 100 million yuan, merchants only 4 or 5, in 2013, breaking 100 million yuan merchants close to 20. In 2014, it predicted that there would be 30 to 40 businesses, and some businesses could even exceed 400 million yuan.

But the essence of business is still making money. As industries and businesses become more rational about double 11, businesses are more important to achieve their strategic goals through double 11, which makes them more focused on pre-sale, online and offline access and freight speed.

Suning put the store directly as a storehouse and a delivery point, placing the goods needed by consumers in the storefront, and entering the "last mile" distribution directly from the storehouse through the smart matching of users' purchase of goods and distribution addresses.

Suning realized sales revenue of 3 billion 300 million yuan (including tax) in the first quarter of this year, down 26.65% compared to the same period last year, but sunning didn't act as the online momentum in the previous two years, and recovered the decline through double 11.

Liu Sijun, currently vice chairman of the board of directors of big business group and head of tin dog network, told Tencent science and technology that the group will actively participate in the double 11, but will start from reality and create a close business mode with the entity store. Its core is the electricity supplier serving the store.

An electricity supplier pointed out that this year, large traditional enterprises have embraced O2O, such as picking up goods from all stores for double 11 online promotions, but when the double 11 activities are over, the remaining goods will return to stores quickly, so that online and offline unification will no longer be a simple fight.

The above pointed out that with the passage of time, traditional businesses have a deeper understanding of double 11, and the value of offline stores has been reassessed, and its special value has emerged.