Tmall Double 11 Low Traffic How To Achieve 57 Billion 100 Million Myth?

Traffic: dark days do not know the night.

In the past 11 years, the functional curve of the whole network is both vertical and high growth.

From this data line graph, we can see that the purchase time of double 11 is concentrated in the 2 hours before the opening and the end of the session, while the other time is low.

From the data point of view, this year Tmall double 11 took more than half an hour to rush to the first 10 billion, but then reached second 10 billion and spent more than 10 hours.

"In the early morning, the order can be cleaned and cleaned after the empty shopping cart order."

Businessmen pointed out that after 2 in the morning, the data displayed in the backstage showed a sharp decline, until the second day, 6 point pre-sale can be paid for the next peak.

But judging from the paction curve, the overall trend of the 11 day tends to be gentle.

This has also led to a lot of concerns about the traffic volume, especially after last year's double 11 late flow supply situation. The branded brand is not optimistic about the situation this year.

At the end of the press release, the billion power network noticed that some brands had already felt the pressure of traffic flow, especially at the end of the closing season. The last climax that they would have welcomed after 8 p. m. did not reach the agreement.

"Tmall has to rush to the end of the year, and businesses are also very desperate, but this year has not been up."

A person who does not want to be named.

Internet brand executives revealed to the billion state power network that on the eve of double 11 this year, Alibaba has laid out the layout of traffic entry outside several stations such as UC, Gao De, Sina micro-blog and so on. Nevertheless, the late traffic changes can not satisfy the merchants.

"After the afternoon, the traffic volume dropped significantly. The flow rate of the venue was also higher than that of the end of last year, but the traffic volume during the warm-up period is good, basically it can be more than doubled last year."

Some businessmen tell the billion power network.

Double 11 Alipay turnover is constantly rolling up in the studio of Alibaba headquarters. Behind the thrilling growth is traffic downturn. The only way to explain this paradox is that the turnover of Tmall platforms and high priced products exceeds the previous ones.

In fact, the situation of self exposure data during the double 11 period also corroborated this situation.

Millet became the biggest winner, not only in the mobile phone, but also in the TOP5.

According to millet official, as of press time, sales of millet have exceeded 1 billion 500 million yuan, and last year, millet sold only 550 million yuan.

Three times the growth rate has already won the Tmall market.

At the same time, Haier, GREE and Meizu all got good results. Haier has broken through the 300 million mark in the evening of 11, and also has a place in the first ten sales of Tmall single store sales.

And from all kinds of pre-sale data obtained from the billion power network before the double 11, the brand names of Haier, GREE, music, Hisense, SIEMENS, SKYWORTH and cool Kai are almost TOP10.

For this reason, some businessmen have disclosed to the billion power network that Tmall is trying to pull up the double 11 market performance this year, mainly through two ways: first, the introduction of overseas goods and international brands to enhance the price of customers; two, to give more resources to the category of high unit prices such as household appliances.

"The 3C category of household appliances is bigger, which threatens the competition of Jingdong.

If users knew that there was a difference between the location of cats and Jingdong, then Tmall would be able to set up a new image.

People with home B2C electricity providers once told the billion state power network that Alibaba was intending to use capital power after listing. "Burning money on 3C household appliances and clothing categories also wants to kill Jingdong and vip.com."

Echoing with the soaring sales of household appliances, some commodity categories with low price impulse have also obtained higher traffic volume, such as personal care, various kinds of explosions rolling, attracting a large number of users to pour out.

For example, Heng An is not affected by the fluctuation of traffic flow.

"Or the price is high, or the volume is large, the middle price band is the most uncomfortable."

Those who do not reach the shore are sighing that the participation of double 11 has become Tmall's red cannon.

These businesses predict that the polarization of double 11 categories will become more obvious this year.

As Ma Yun said in answering media questions, double 11 is no longer just selling bargains, but rather focusing on the attraction and creativity of new products and new brands to stimulate new user growth.

Double 11 is the stage of making stars. Even if the data are accumulated by the same way, businesses must also know where the wind direction and outlet are.

Last year was the boycott of Tmall at home stores. This year, the 4 major breweries announced in succession that the double 11 low price Moutai and the non licensed liquor were authorized.

Each year, double 11 is a collision between online retailing and physical retailing.

What is hurt is not only the real interest, but also the vigilance of the soul.

Moutai's loud voice reveals the collective anxiety of traditional dealers.

Facing the online marketing channel such as brewmaster network, 1919, China wine net, 60 percent off price magnifying recruit's exploding method, can the traditional dealer's heart be able to bear it?

On the surface, the price war between brewmaster and 1919 is like two electric business players fighting for the market position in the dark.

But as Tmall and Jingdong fight, the result is that traditional guns, such as traditional department stores, hypermarkets and business super companies, are revolutionizing the whole category and even the industry, which is the biggest driving force of the Internet economy and e-commerce to traditional retail industry.

A traditional wine business operator explained to the billion state power network that brewmaster net and 1919 served as price butchers in double 11, which did not cause profit pressure on Moutai breweries in the short run.

These wine companies responded fiercely, more motivated by offline dealers.

In fact, the story of alcoholic electric business and Moutai is not uncommon in the Internet industry.

Of course, such a story will continue.