Why Can "Double 11" Raise The National Carnival Tide?

How to write the myth of "chopped hands" and "black sheep"?

He handed in a shining pcript.

According to data released by data company "star map data", the total paction volume of "double 11" reached 122 billion 937 million yuan on the same day, up 52.7% from 80 billion 500 million last year, and the number of packages in the whole network reached 678 million, a 65.7% increase over last year's 410 million.

Behind the smoke of "double 11" is the ingenious speculation of businesses, such as the propaganda campaign, the chop orders of the "chopped hands party", the rush of the courier brothers, and the "copywriters" of all kinds.

After seven years of fermentation, "double 11", which originated from the Chinese grassroots Online Shopping Festival, has begun to awaken worldwide awareness through the continuous creation of the Internet business miracle.

How can "double 11" raise the popularity of the national carnival? How to highlight the international norm? How does it affect the pattern of China's electricity supplier? For this reason, the reporter interviewed AI media consulting CEO Zhang Yi.

The "double 11" that has welcomed the seven year itch has not only retained its charm but also showed more mature beauty.

On the same day, the electronic business platform,

Shang,

The frequent reports of consumer finance and so on have vividly interpreted the connotation of "myth".

Real time data from Alibaba show that 2015 Tmall double 11 Carnival starts at 12 minutes and 28 seconds, and the paction volume is more than 10 billion yuan; double 11 first hour, Alipay total payment 117 million pen; ant flower 22 million 880 thousand pen payment, accounting for nearly 1/5 of the payment pen; double 11 full day trading volume of 91 billion 217 million yuan, an increase of nearly 91 billion 217 million over the same period, while in 2009, Alibaba's first double sales volume was only RMB.

According to the monitoring data from the China Electronic Commerce Research Center, another electric giant Jingdong has a total of more than 32 million single volumes in the world of double 11, with a turnover of more than ten billion yuan, an increase of 130% over the same period last year.

Why can "double 11" raise the national Carnival tide? Why do the "chopped hands" and "the bad mothers" go all the way to buy and buy?

And take a look at how the electricity giant to make the best use of it: on the one hand, let the benefit of the people.

100 million red envelopes and 3 billion yuan shopping coupons.

This is enough to make the hearts of countless "chopped hands" hot.

On the other hand, diversified and entertaining marketing methods.

For example, on the eve of "double 11", Alibaba launched the "Tmall 2015 'double 11' carnival night" in Beijing's "Water Cube" on the eve of the 4 hour global synchronized live broadcast, inviting many famous stars from home and abroad to join.

Jingdong joined hands with the producer of "good voice in China" to create a star studded "Beijing" happy night.

Admittedly, the promotion of e-commerce is great, but how can it be enough to sell blood and cut meat? Is the product of "double 11" really cheap? According to the report of the "double 11" electricity Shopping Festival published by the speed road Research Institute in 2015, eight to ten percent off of the commodities are the most preferential discount rate, accounting for 40%; and according to the Beijing daily, the number of businesses playing half off or more with double 11 is only 3.1%.

In this sense, is it too hard for consumers to catch up with such an online shopping node blindly?

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Zhang Yi said that electricity providers would not raise prices because they had to take bigger risks.

The success of shopping carnival is naturally related to price concessions and marketing efforts, but the development of mobile Internet is more convenient for online shopping.

Obviously, "double 11" has become a consumption culture and become a holiday.

This phenomenon is closely related to the development of the industry. In recent years, e-commerce has become a myth: Double 11, Jingdong 618, Gome 313 to 315 China Version "black five", music as 919 fans' Day...

In fact, offline merchants also have many similar promotional festivals, but the influence is limited, while the electricity providers use the Internet to sublimate the traditional sales promotion techniques and deduce the best practices.

"Double 11", a Chinese grassroots Online Shopping Festival, has been creating an Internet business miracle on its seventh year of growth. It has been world-renowned and has successfully made China the most active benchmark market for global online shopping.

This year, Alibaba's "double 11" is playing the leading role in globalization. A total of more than 40 thousand merchants, more than 30 thousand brands and 6 million kinds of goods have participated in Tmall's "double 11" global carnival, including more than 5000 overseas famous brands from 25 countries and regions such as the United States, Europe, Japan and Korea, covering consumers in more than 200 countries and regions.

The "double 11" enjoys the reputation of "the biggest online shopping Carnival" in the world, and its radiating power is in the world.

For example, South Korea, which has a narrow strip of water with China, plays the slogan "China is the world, and it is Korea". The Korean Lotte Department, following the Chinese business, launched the "singles day" promotion in its online store in from November 10th to 12th.

In Taiwan, there are more than 100 e-commerce sites to join. This year, the sales target of "double 11" is estimated to be more than 400 billion NT dollars.

Of course, the "double 11" international standard is not only reflected in attracting the eyes of a large number of businesses and buyers, but also in favor of the keen media community.

It is reported that Alibaba's gathering at the water cube attracted more than 100 foreign media journalists, and all countries did not hesitate to report on the "double 11". For example, the British Daily Telegraph said, "forget the little black Friday," double 11 is the biggest online shopping festival in the world. "Business Week" praised the "double 11" scale far more than the "Monday Monday" after the Thanksgiving Day in the United States.

"The road is long, and I will go up and down."

On the road to global competition, how can China's electricity providers get more international and more international? Zhang Yicheng, the internationalization of China's electricity providers needs to pay attention to the following points: first, the logistics system, most of the electricity supplier commodities are small, and logistics is the most vulnerable, and the logistics solutions for overseas markets are diverse, such as the establishment of overseas warehouses.

Secondly, the cultural impact, the cultural origins of different countries, the demand for products will be different, and the integration of e-commerce providers will be more conducive to international expansion.

Thirdly, local protectionism is a major proposition for Chinese products to go out to prevent trade barriers and how to win the support of local countries through mutually beneficial measures.

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How big is the "double 11" cake? In order to eat more, the big players in the business sector are not fighting. Tmall, Jingdong, Suning, Gome, suning.com, vip.com and jumei.com are all competing for the "double 11" Carnival. In the past month, numerous electric providers have shown a dazzling preheating technique, and this is bound to generate a lot of enmity and hatred. The two giants of Tmall and Jingdong have brought a new realm to the battle of saliva, "the chicken is ringing and the duck is swimming fast."

In this way, "double 11" seems to evolve into competition between Ali Suning and Jingdong Tencent two big clusters.

According to the report released on the eve of "double 11", the ranking of PV (page views) from October 26th to November 1st is: Tmall 4 billion 710 million, Jingdong mall 2 billion 630 million, suning.com 740 million, 1 170 million; and the 2015 "double 11" shopping mall report released by the Express Road Research Institute shows that Taobao, Jingdong and Tmall occupy the first three positions in the distribution of shopping malls, 41.6%, 23.5% and 17.9%, respectively, and divide the market.

What is more noteworthy is that the platform plays the role of singing, and the last ones are often merchants.

In the "double 11" participation in business, more than 90% are actually losing money, making profits in addition to making sales and user volume.

As a result, we are not difficult to spy on, at present, China's electricity supplier duopoly pattern is emerging, the electricity supplier fatigue slightly.

No wonder Wu Xiaobo, a famous economist, questioned "do we really need double 11?" he even predicted that this year's "November 11th will continue to record, fireworks are full, but it may be the last battle of double 11".

However, Zhang Yi believes that overall, the future trend of the electricity supplier is good.

It's a long term trend to solve the problem of buying, but not buying and buying.

Furthermore, under the current economic structure of China, the "double 11" craze has a positive effect on China's economy, especially domestic demand.