Look At The Development Trend Of Double Eleven This Year With Economics.

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 68.7% from 42.6%, and the total sales volume of mainstream e-commerce platform is expected to exceed 150 billion yuan.

However, due to the existence of a ceiling on the scale of online shopping groups, double eleven activities may weaken the traditional functions of stimulating new customers 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 analyzing the new characteristics of the double eleven 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

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One of the biggest highlights of this year's double 11 is mastering consumers.

Alibaba and Tmall satellite eleven, a Hunan TV program with strong programming capabilities.

According to statistics, the "Tmall double 11 carnival night" which was broadcast live in the Beijing water cube on the evening of 10 November, accounts for 28.4% of the total, and is far ahead of other programs broadcast in the same period.

The essence of this evening party is a "TV shopping party". The unusual powerful star lineup (micro-blog fans total up to 4 billion billion) is a shopping guide for Tmall merchandise. The interactive games and the topics raised in the program are closely related to Tmall's double eleven big promotion: while the audience appreciates the program, they 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.

Pan entertainment, multi scenes, multi screen cloud has become a new trend of electricity supplier.

During the party, the number of new users increased by more than 20 times. The number of mobile phone Taobao's access to Tmall reached 1.3 billion billion.

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 36 billion yuan.

This year Ali's initiatives in traffic guidance are not as strong as in previous years, but still such a high growth rate shows 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 proportion of mobile terminal sales in the electricity industry in the next few years will be difficult to increase significantly, and will be stable on the 70-75%.

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 13 countries have already sold short of imported food, and nearly 50 overseas merchants have traded over 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 18, the five place before the Tmall international import paction is the United States, Japan, South Korea, Germany, Australia.

Judging from the category, the best selling products are mother and baby (30%), beauty makeup (22%), medicine and health care, food, personal care and clothing.

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

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

Costco broke 20 million in double 1 opening hours. Thailand Nittaya, Japan Kirin hall and France's new West Asia broke through 10 million in 11 and 1 hours, 1 hours and 11 hours, and the US Sneakerhead1 hour 20 points broke through 10 million.

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

Amoy brand with the help of

The era of brutal growth of 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 the year, and to the 15 year of the year, 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 selling the top list for the first two years, has dropped to fifth place.

The international brand (gray in the chart) has occupied more than half of the seats in the list since 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.

This year, TOP10 brand Lancome and Missha 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 interaction between the three lines and two lines shows that O2O can be linked together.

(1) online and offline to achieve the same price synchronization, online consumers will be directed to the nearest stores to get a wealth of offline experience. Tmall's 11 advance sales can be tried or tried and purchased at 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.