How Long Can "Double 11" National Carnival Last?

As fellow townsmen of the Alibaba, they really get to the top of the building.

However, sharing Alibaba's dividend is far more than that.

Hunan satellite TV last Saturday's trump card variety show "we all love to laugh" is based on the theme of "double 11".

From 2009-2014 years, the "double 11" has been the sixth season.

The "double 11" has an obvious effect on the economy. However, the overdraft of consumption and the consumption of commercial resources can not be ignored. This has also led to the thinking of how far the industry can go to the national carnival.

Public participation

Different from previous years, this year's "double 11" shows obvious characteristics of universal participation. On line, except Alibaba, Jingdong, suning.com, Gome online and other platform providers, as well as Dangdang, gifted purchase network, SF preferred, and other vertical e-commerce providers are involved.

Offline, 28 large department stores and Alibaba to cooperate, the spontaneous participation of businesses far more than that.

Last weekend, the Beijing Commercial Daily reporter visited the major business circles in Beijing, and found that many shopping centers and entertainment experience shops were marketing on the basis of "double 11". Even the small restaurants in front of the Beijing Commercial Daily reporters had hung signs of "double 11 promotions".

Near the "double 11", most consumers even dare not shop. They must wait for the "double 11" promotion.

Once upon a time, the Beijing Commercial Daily reported it as a "super retail outlet" when it reported "double 11".

At the beginning, the media compared the "double 11" with the celebration of the new world department store: "24 hours without closing" Duel "double 11" all day rush.

A few years later, the shop is still "closed," but "

"Sales can not only be higher than the total retail sales of a region in a day, but also become a big day for all Chinese people both at home and abroad.

Behind the change of reference is the quietly changing identity of "double 11".

In order to understand what "double 11" means to consumers, the Beijing Commercial Daily and the North Business Research Institute yesterday conducted a field survey through WeChat.

When hearing the question of "double 11", Ms. Qin, who lives in Hangzhou, blurted out, "the day of shopping."

For consumers, the "full 50 percent off" has become synonymous with "double 11". For brands, the "double 11" has changed from a simple promotion day to an important moment to complete the annual performance. A shoe and clothing business operator is bluntly saying that "double 11" is not ready, and there is trouble throughout the year.

In 2009, at that time, "double 11" trader, Zhang Yong, who was the president of Tmall, did not know that there was a festival called "singles day". From August and September of that year, it began to prepare for the official opening of November. It took only 4 months. 27 of the businessmen who participated in the first "double 11" promotion in the year were out of stock. The sales volume of 52 million yuan made people feel that the promotion was quite successful.

This is just the beginning.

Over the next few years, branding and e-commerce companies pay more attention to this day.

Zhang Yong, who has become a Alibaba COO, said that since 2011, the stocking of businesses has tended to be specialized.

The partners in the logistics and payment links also began to consciously prepare for this day and provide plans.

Lin Xiaofeng, vice president of the daily network, believes that the "double 11" has become the four quarter sales node of the electricity supplier enterprises, and it can open the peak for half a year.

Yin man side believes that "double 11" is the prized point of the Internet economy.

From promotion to marketing to a social phenomenon, the change brought by this new economic mode has already surpassed the business model itself.

This year, Jingdong and Alibaba went public.

In the US, IPO has given Alibaba different growth opportunities.

Wireless terminal and internationalization will become the two main growth points of Tmall's "double 11".

At the same time, other electronic business platforms and offline stores will also provide incremental for the whole "double 11".

Alibaba believes that the annual "double 11" is a stress test, in the rapid development of electricity supplier environment, the peak of the "double 11" period, almost became the second year's daily situation.

Last night, about 11 thousand Alibaba employees held their posts to provide Tmall's "double 11" service.

According to Alibaba estimates, plus social elements, there are 1 million 500 thousand people.

Not only in Hangzhou, but also in Beijing, overtime to meet the "double 11" and even let Fasthotel industry appear a long time.

Because of the convenience of employees such as excellent purchase and Jingdong, many hotels have been rented.

Zhang Yong said yesterday that the "double 11" has become a social holiday, which Alibaba hopes to see.

Behind the participation of online "friends" and the joining of offline merchants are commercial integration.

Although the stimulus to the economy is obvious, there is also a view that as the "double 11" gets bigger and bigger, the festival is no longer just a day's business.

At the same time, after the growth rate of China's electricity providers has bid farewell to the super high speed growth, the "double 11" increment will also become gentle.

The analysis from the North Business Research Institute shows that the expansion of the scale of "double 11" every time also creates a miracle, and at the same time, it also consumes after overdraft.

This kind of overdraft not only aims at the electricity supplier, but also aims at the traditional retail.

From this perspective, "double 11" needs to be changed.

Not only is it worrying about the overdraft of consumption, but when interviewed by the Beijing Commercial Daily reporter, more than 11 "double 11" participated in the brand said that from the actual income, "double 11" did not make money on that day.

AFU oil CEO Yang Yin said that after last year's "double 11", the company reopened the market, and found that selling millions of dollars and selling millions of products seems to have no impact on the market now.

Yang Yin thinks, nowadays, businessmen's attitude towards "double 11" has changed.

A Tmall businessman, who declined to be named, also admitted that he did not take part in the "double 11" this year. After he felt that the big brand entered Tmall, the competitiveness of the small brands from the Taobao channel became weaker and weaker.

More rational businesses can not participate in this promotion without restriction.