Three Changes To Interpret "Double Eleven" This Year

　 First change: exclusive change

12 early in the morning, on the first day, Li Yan, who had taken 40 single Nanjing residents on Tmall, saw suning.com's "double eleven campaign" and one day "mobile phone push advertisement". "The intensity of activities is different, and the same commodity prices are different." She said.

Until last year, the "double eleven" was only. Tmall Suning, Jingdong and so on, though they were also involved in the promotion, were shy and did not publish the data. This year, Suning, Jingdong, No. 1 store, Dangdang, Amazon and other public electricity providers include a high profile "double eleven" in physical stores. The volume of suning.com's turnover increased by 487% over the same period, of which 21358 were sold by Suning overseas Pavilion. Jingdong completed half a day's "double eleven" transaction, while the sales of five-star appliance stores broke 200 million on the same day, up 191% from the same period last year.

Jingxing, vice president of five star electrical appliances, said, "when the" double eleven "was changed voluntarily, consumers used money to give us applause. The online platform has just sold about 20000000 yuan by mobile phone and small household appliances.

　　 Second changes: one day, crazy to grab many days of carnival.

"The women behind Ma Yun" have been revelling for many days. Li Yan, who has five years of online shopping experience, said that this year, "double eleven", the order was 30% more, but it did not feel tired in previous years. "A month ago this year, it began to search online. 40 single Li 2/3 is the pre-sale product, the deposit is paid early, the morning wakes up to pay the balance." Since November 1st, more than 100 million of consumers have added their favorite products to the shopping cart, which has led to a "myth" that the transaction volume has exceeded 1 billion in three minutes.

The pre-sale mode has also liberated businesses to some extent. "The sales volume before 8 is basically generated by pre-sale goods, and sales account for 40%." The brand of "crack the silk" shopkeeper soup big wind said, "in the past busy mess, this year, step by step. The booking products have been dispatched to the nearest distribution station in advance. "

Suning's method is more direct -- 7 days ahead of time, "fired the gun" launched the shopping festival. "From 7 days to 9 days, three days, Yi bought 800 thousand orders in Nanjing, including 100 thousand bags of rice, 50 thousand autumn clothes and autumn trousers, and about 200000 rolls of paper." Bian Yang Yu, deputy general manager of Nanjing Suning District, said: "the shopping festival will be extended to 6 days and 6 nights, so that consumers can be more rational and avoid the impulse consumption of one day."

Liang Zhenpeng, a senior business expert, believes that a day's sales promotion will cause huge burden to businesses, logistics and other industries. The way of pre-sale and extension of promotional time will make the double eleven easier.

　　 Third change: wired to wireless

This year's double eleven, mobile terminal performance is very eye-catching. Tmall mobile terminal traded 24 billion 330 million, accounting for 42.6%, compared with 21% last year. Suning mobile terminal sales accounted for 38.9%.

"The sales volume of Suning mobile terminal increased by 442.67% in the three quarter, and the average daily traffic was more than 1 million 600 thousand." Bao Junwei, general manager of Suning mobile shopping division, told reporters. "Double eleven" during the "code scramble" activities, suning.com mobile terminal brought huge traffic, the first day of activity generated 10 times the amount of daily independent visitors.

　　 Outlook: Double Eleven Where does the war burn?

"Double eleven on the same day, 24462 Township users purchased from suning.com, and in 18 hours, we sold 123 thousand and 400 washing machines in the township market." Li Bin, executive vice president of Suning cloud operation headquarters, said: "the rural market is still a blue ocean."

Zhao Haibo, 30 years old, has 4 years' maintenance of household appliances in Yuanji Town, Huaian. On the eve of double eleven this year, his store less than 40 square meters became suning.com's service station in Yuanji town. Such township service stations, Suning nearly 400, to help rural consumers online order, while also undertaking part of the logistics self mention, logistics and distribution services and after-sales service functions. It is understood that suning.com service station will be at least 10000 in 5 years, covering more than 1/4 of the township.

While marking the market of "Hai Tao", Alibaba has launched the thousand village and ten thousand village plan. It said it should invest 10 billion yuan in three to five years, establish 1000 County operation centers and 100 thousand village level service stations.

Li Chengdong, an e-commerce strategist, said that the focus of e-commerce is to increase penetration. The current penetration of electricity providers in cities is 1/3. The penetration rate of rural electric business is only 9%. This is a great opportunity. "Maybe next year's" double eleven ", rural consumers will give us a stunning answer.