Double 11 In The Future: Less And Less Commodities Are Becoming Less And Less. The Duopoly Pattern Of Ali + Jingdong Is Obvious.

Some people say that double 11 is not necessary to continue to run, Ma insists.

It will take 100 years to become a global Festival, and it will be longer than Alibaba.

Double 11 over the past week, consumers are busy receiving goods, couriers are busy shipping, businesses are busy with inventory.

"The most terrible thing is not busy, busy without opportunity."

On the day of November 11, 2015,

Ma Yun, chairman of the board of directors, said.

This is the seventh year of Singles Day "double 11 Shopping Festival".

As it is said, Alibaba and Jingdong have announced the volume of pactions or orders over the whole day of last year when they approached the 11 noon.

Final figures: Tmall's trading volume is fixed at 91 billion 200 million yuan, and the volume of Jingdong orders is over 32 million.

"They all selectively publish their own favorable figures."

Expert Lu Zhenwang murmured.

People are not so excited about these jumps.

This year, it has been said that double 11 is not necessary to continue.

Ma Yun insisted that double 11 should run for 100 years and become a global holiday, which is longer than that of Alibaba.

Progress in logistics infrastructure

A week passed, and Shanghai consumer Nick purchased 5 items from Tmall's twin 11, and 3 did not arrive.

One of them was Mosley Ann's 4 box of yogurt, shipped from Puxi store in Suning, Shanghai, and shipped to his home in Puxi. "From Puxi to Puxi, it hasn't been delivered for a week."

Nick complained a little.

Nick may be lucky compared with previous years.

The feeling of many consumers is that although the arrival time is still relatively slow this year, the overall rhythm of time has increased substantially compared with previous years.

According to Alibaba data, as at 9 o'clock in November 17th, 11 of Tmall's more than 50% parcels had been delivered (240 million total packages were signed, and 467 million parcels were completed). Over 94% of the logistics orders had been shipped and delivered.

Rookie official pointed out: "in the case of nearly doubled total volume, the total delivery time this year has been reduced by half compared with that of last year, and there has been no explosion in the entire logistics industry."

Rookie said that behind this achievement, thanks to big data forecast to enter the express delivery link.

You can't just look at speed.

You know, the rookie station parcel collection package surged until the "drop line".

In the good de convenience store near Julu road in downtown Shanghai, the rookie station staff spent half an hour to find Miss Yang's parcel because of too much cargo.

After a double 11 arrival near the Hangzhou municipal government, the convenience store aunt said that she was afraid of a sharp increase in the goods and cancelled the collection.

Hangzhou citizen Liu said.

In addition, the double 11 mode express company seems to have no time to take account of other businesses.

Shanghai's Miss Luo 11 is ready to send express mail several days later, but because she needs to pack and pack cosmetics, she is refused to accept it by the courier.

The courier left such a remark: "these days I have no one to collect, I am still good, will also come to collect."

Many points will not come to you at all, or you will call to complain. "

Behind this, in fact, there is "empty heat".

A courier who asked to hide the company name revealed that the "empty express" and "fake express" packages were less than last year, but there are still some brush parcels.

In the process of double 11, the problem of zero point network paralysis still happened, even though the time of repair was faster than a year.

Lu Zhenwang, an e-commerce expert and CEO, chief executive officer of Shanghai Wan Qing business consulting, said that although the business platform has made a lot of efforts this year, double 11 is essentially a toothpaste sales promotion method. It will focus on the sales volume before and after November 11th, so it will easily reach the ceiling in the experience.

"This is not only an overdraft for consumers, but also an overdraft for brands.

Many brands can not afford to focus on the two month sales volume in the day, which will break out many problems, such as supply chain management, replacement and so on.

Lu Zhenwang thinks.

Ma Yun said at the double 11 press conference that the double 11 is a major test of China's commercial infrastructure.

Although banks, express companies, supply chains and other links are very tense every year, innovation in technology and mode can be achieved in all previous training.

Less expensive goods

Price is the main reason that has stimulated consumers to double 11.

This year, consumers still come with such expectations, but are disappointed.

Miss Guan, who lives in Guang Zhong Road, Shanghai, said that last year, there were more varieties of flower products in the double 11, but there were few varieties this year.

"This year, he texted me for 13, but he was robbed 1 minutes."

Ms. Xiao Fan said that he had seen a VERO MODA dress in the shop and found the same money in Tmall. He hoped to buy 50 yuan shopping coupons after double 11, but on the day before the double 11, the clothes went down.

"We can't compare with the past few years, the discount intensity is basically not, all clothes discount, it's 20 percent off."

Mr. Fang said.

In fact, this year's double 11, electricity providers no longer emphasize low prices.

Alibaba has previously said, "the price has not been able to stimulate everyone, so we are starting to choose brand goods."

For businesses, the low price strategy is really not sustainable.

"A few days ago, a friend who was a man dressed in Tmall complained to me that it was not difficult to do business in the past.

In fact, this year is the last year of online shopping bonus. Even if the brush list is at the forefront, users may not be able to pay the bill. We are more and more inclined to buy the online shop that they trust. This makes the small and medium-sized sellers worse, especially the category of men's clothing, which is more difficult for the small and medium-sized sellers.

Lu Zhenwang said.

An electric business circle personage said on micro-blog, this year double 11 exploded, "sales volume is 3 million 500 thousand yuan, but lost 1 million yuan, early marketing promotion, and then selling at a loss, and thought that double 11 can earn back, who knows there is still a pile of goods in the warehouse now."

Some people concluded, "now Taobao electric business circle, only 10% of the businesses can guarantee no loss, and 5% of the real money making."

"Consumers' expectations are getting higher and higher, asking for brands to achieve low price each year, but in fact, many brands appear to be losing money or not making money. In the past, they thought they would be better next year, so they had to develop every year.

But this is not a benign development. After all, we still want to make money in sales promotion, and businesses that lose money will have new directions in the future.

Lu Zhenwang said.

Ma Yun said that in the next 10 to 15 years, there will be more than 500 million middle-income people in China.

These 500 million people are not sensitive to price, and the demand for high quality material and culture can bring the whole Chinese economy to the full.

HUAWEI caught up with millet.

During the double 11 period, some businessmen were visited. Many businesses have begun to play down the "low price" publicity this year, but rather consider what goods and services they want from consumers.

"Simple price promotion is not a trend in the future, but a passion for consumers to buy."

Danone, director of the Department of nutrition at the early stage of life in China, Ding Huankun told reporters.

Compared to the previous few years, it simply made some promotions and bought some advertising bits. This year, Danone has built a marketing product for this double 11 volume.

According to reports, Danone sold milk powder at the same time, and duo A dream cross-border marketing, made a special carton and so on.

These are all consumers can not get in the physical store.

"We aim to sell 1 million cans of double 11 this year, and the result is basically achieved."

Ding Huankun said.

Danone's success is the epitome of the traditional business Carnival in China.

The effect of this test may be more obvious in Yintai and Suning.

Previously, Ali held Yintai and crossed with Suning.

This year, suning.com flagship stores on Tmall ranked third in the whole network.

The sales volume of Yintai line increased by more than 60% over last year's double 11, and the sales of 45 stores under the line increased by more than 26% over last year.

"What we are going to do now is to fully integrate online and offline. We strive to keep the same price on line. What if there are different prices this year? Anyway, we shop silly money and pay for it!" Daniel Chan, Yintai business CEO said.

Suning.com Tmall flagship store shares a warehouse with suning.com, thus greatly reducing the cost of Tmall.

Traditional enterprises also use double 11 party to increase exposure.

However, marketing costs are relatively large, and some brands are still waiting.

As a platform, Alibaba hosted an all-star evening this year to launch the website on the eve of double 11.

"This proves that there are brand and chain advantages under the line.

(Internet mobile phone brand) millet has left several blocks of HUAWEI in the past few years, but this year HUAWEI and millet can compete for the sale of the crown.

Electricity supplier experts, Shenzhen electric shock Agel Ecommerce Ltd founder Gong Wenxiang said.

But Lu Zhenwang believes that the real online and offline linkage has not yet occurred.

For traditional businesses, the actual significance of double 11 is still clearing at the end of the year.

In November 17th, he visited Shanghai's department stores such as Jiu Guang Department store and Guo Jin.

A woman said that due to the tight inventory of double eleven, once the size and size were not correct, the goods could only be returned, and they could not be exchanged. Even if they were purchased again, it would not be the price if they were double eleven.

Another consumer said, "online orders can not be directly in the physical store to pick up the stock, but still need to wait for the arrival notice to pick up the goods at the store.

This is like online ordering, cash on delivery mode, without giving customers a real sense of experience.

At the same time, this year's double 11, some small sellers, Amoy brands fade out of the sales list.

The list shows that about 80% of the top sales are traditional brands.

In the last two years, uniqo has become the first brand of clothing sales.

"Tmall double eleven introduced more new categories and brands this year, and the resources are relatively scattered. We have less resources than last year."

Roley home textiles related responsible person said.

Roley home textile is a traditional home textile enterprise. Even so, it still replaces four categories of home textile category this year.

This is also in line with the law of development.

Ma Yun said that the Internet itself does not create any commodity. These entities have used the Internet and double 11, which has created the miracle of today's sales. This is the rise of a "new entity economy" in China.

According to sources, Ali is no longer a strong support for Amoy brands, but to win over traditional brands. In the future, Tmall will become an online showcase for offline businesses.

Duopoly electricity supplier pattern

The change of China's electricity supplier pattern has also reflected the double 11 market this year.

This year, Ali plays the leading role, Jingdong plays the supporting role, Dangdang, vip.com and other electricity providers' voice is obviously smaller.

Suning has "married" Ali and cannot be counted as a contestant.

"Ali + Jingdong duopoly pattern is more obvious, and Ali in the mobile electricity supplier also occupy 80% of the market, leading to traditional enterprises do business or Taobao Tmall."

Gong Wenxiang said.

"For consumers, there are fewer opportunities to choose.

For example, to buy appliances, only in Ali or Jingdong choose, medium-sized electricity suppliers have disappeared; for businesses, the greater the risk.

Monopolize the two platforms, require businesses to participate in the activities of the two election one, when businesses are electrocuted, directly into a choice channel.

Gong Wenxiang said.

Prior to that, Jingdong reported that Tmall had asked two of its businesses to choose one. Gong Wenxiang disclosed that in fact, Jingdong would also require businesses to sign exclusionary agreements.

Unlike last year's double 11, Ali shares rose sharply. After three days of November 11th this year, Ali's share price fell continuously, and on the 11 day, it fell 1.94% to close at $79.85.

Similarly, Jingdong listed in the US and vip.com shares fell on the 11 th.

Investors' focus on double 11 lies in whether the promotion of e-commerce is really stimulating domestic demand under the downward pressure of China's economy.

MCM Partners senior analyst Ryan Roberts said, "double 11 sales data is indeed encouraging, but in the context of China's economic slowdown, consumers use double 11 promotional activities consumption, we want to know whether Chinese consumers are overdraft future spending, the consumption is concentrated on the day of double 11.

Unless more data are released, we will not know how this is going on.

"Do you think the value of double eleven exists?" a vote of 4510 people on micro-blog showed that 50.7% of the people voted for "no matter what they usually do." 24.3% of the people chose "too good to buy a carnival every year, too much money". 17.1% of the people chose "too bad, delivery speed can not stand, return goods trouble."

"Double 11" is a slaughtered retail sale for the whole society, affecting 60 days before and after, only for selling one day.

Over the past 12 days, Watsons retail chain fell 30%.

This kind of sales is not meaningful to China's retail sales, it is a destruction of the ecological environment and kidnapping all people.

Just like today, the whole society was silent and joyless.

Lv Yixiong, CEO, Shanghai Han Shu Cosmetics Co., Ltd. wrote in November 11th.