Looking At The Future Development Trend Of The Electricity Supplier Industry From Double Eleven Sales Performance

Looking at the 5 trends of double 11 this year from an economic perspective

This year's double eleven, Tmall's paction volume reached 91 billion 200 million yuan, once again refreshed the single day turnover records, up 57 billion 100 million yuan in 2014, an increase of 59.7%.

Among them, mobile terminal pactions amounted to 62 billion 600 million yuan, accounting for 42.6% from 68.7% to mainstream.

The total sales of the platform is expected to exceed 1500 billion yuan.

However, as the size of the online shopping group has a ceiling, the traditional efficacy of double eleven activities may be weakening for pulling new guests and stimulating sales.

Guo Jin securities analyst Zhang Shuai believes that the growth rate of online population and online shopping population is slowing down in China. For the current level of Tmall, Jingdong and other large business platform, it is unrealistic to achieve the impulse performance jump through the big promotion.

But analyze this time.

The new feature is still meaningful, which reflects the new trend of the development of the industry.

From Ping An Securities and State Securities:

Pan entertainment marketing, multi screen interaction

One of the biggest highlights of this year's double 11 is to master the consumer big data Ali and Tmall double eleven party, which is jointly built by Hunan satellite TV with strong programming ability.

According to statistics, the "Tmall double 11 carnival night" which was broadcast live on the Beijing water cube in the evening of November 10th, accounted for 28.4% of the ratings, leading to other programs broadcast in the same period.

The essence of the party is a "TV shopping party". The unusual star lineup (up to 400 million of micro-blog fans) is a shopping guide for Tmall products. The interactive games and the topics raised in the program are closely related to Tmall's double eleven big promotion: while enjoying the festival, the audience can see the ultra low discount offered by Tmall merchants according to the screen prompts "shake the phone", and even the most attention giving interactive prizes are fully utilized.

Multi scene and multi screen cloud has become a new trend of the electricity supplier. During the double 11 sessions, the number of new users increased by more than 20 times. The number of mobile phone Taobao visits reached 130 million, and the marketing momentum and drainage effect were significant. The number of Tmall users increased by 130 million.

Mobile terminal accounted for a substantial increase

This year double 11 Tmall mobile terminal sales of 62 billion yuan, the proportion of 69%, the PC side trading volume declined for the first time, compared with 14 years reduced by 3 billion 600 million yuan.

This year Ali's initiatives in traffic guidance are not as strong as in previous years, but such a high growth rate has shown that users' mobile shopping habits have been gradually consolidated, behind which is the gradual upgrading of mobile terminal display capabilities and experience.

Referring to the development data of jumei.com and vip.com, the State Securities believes that the next few years

The overall sales of mobile terminals will be much harder to increase and stabilize at 70-75%.

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Foreign high quality brands pour into Tmall international.

Tmall international, Jingdong global purchase, NetEase koala and other cross-border e-commerce channels will play an important role in the consumption upgrading process of China's large middle class people, and there is hope to pull back some overseas consumption reflow.

Tmall international general manager expects that cross border sales will be the year's turnover of other cross-border import providers.

The pre-sale data show that 1 countries have sold out imported food, and nearly 50 overseas businesses have traded more than five million, and nearly 150 overseas businesses have sold more than one million.

Double 11 starts only 1 minutes and 45 seconds. Tmall international cross-border paction volume exceeds the 2014 paction record, as at 11 o'clock 18 points, Tmall international import paction five before the United States, Japan, South Korea, Germany, Australia.

In terms of category, the best selling products are mother and baby (30%), beauty makeup (22%), medicine and health care, food, personal care.

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In the overseas market, consumers in Europe and North America have the highest activity in Tmall.

Tmall international disclosed the data: Chemist Warehouse, from Australia, has been in the Tmall world with double 11. The double 11 opening forty-sixth minute single store paction has already broken through tens of millions.

Costco broke 20 million in the 1 opening of double 11. Thailand Nittaya, Japan Kirin hall and French New West Asia broke through 10 million in 1.5 hours of double 11 opening. The US Sneakerhead 1 hour 20 points broke through 10 million.

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The strong return of traditional brands under the line ended the gold development period of Amoy brand.

The era of savage brand growth with the help of e-commerce channels has become the past. With the strong entry of traditional brands and new international brands, the number of hot selling brands is decreasing.

Take cosmetics category as an example, in the past four years, "double eleven" cosmetics brand sales list, 2012 has 4 Amoy brands in the year of 4, but in the 15 years, only AFU and Yu Ni Fang are left. At the same time, the competition in the cosmetics market of Amoy brand is not as good as before. AFU, which has been the top seller in the previous two years, has dropped to fifth place.

The international brand (gray in the chart) began to occupy more than half of the seats in the list from 2015.

Along with the gradual strength of traditional brand and international brand online, professional cosmetics agent operators have also ushered in a good industry development opportunity.

The brand of Lancome and Missha in TOP10 this year are the brands of Hangzhou Yok and Li Li cosmetics.

Online and offline full channel integration

This year's double 11 big promotion, O2O integration has become an important strategic layout and highlights.

Alibaba and Yintai, Suning, Beiqi, Shanghai Jahwa and more than 1000 businesses, nearly 100 million offline shop or counters to conduct in-depth cooperation, try to achieve physical stores, after-sales service network and Alibaba online system docking.

The combination of double 10 lines of online interaction can be seen.

Three ways of linkage:

(1) online and offline to achieve the same price synchronization, online consumers will be guided to the nearest stores to get a wealth of offline experience. Tmall 11 double advance sale products can be tried or tried and purchased in stores or stores.

(2) increasing interaction with users, achieving unified management and service of members, and accumulative convertibility of integral integrals. Online coupons can also be used online, and consumers can realize personalized service and customization in stores.

Third, physical stores, after-sales service outlets and online system to achieve docking, provide value-added services: consumers online order, you can get quality distribution, repair, maintenance and after-sales service in the nearest stores.