Ali Jingdong Double 11 War To See Cross-Border Electricity Supplier How To Make Efforts This Year

From 2009 to now, the "double eleven" has gone through the "seven year itch".

Different from previous years, this year's electricity supplier industry is extraordinarily quiet. Behind this silence, some people have interpreted the industry as more mature and reduced the battle of words. But there are also many malicious comments: the electricity supplier has been abandoned by capital, except for two leading eldest brothers.

However, before the double eleven, the industry seemed to once again become a favorite of the media overnight. Investment, acquisitions, promotion, special events and even a year's long war of words, these electric providers seem to want to release a year's "shortage of power" overnight or even a few nights.

Unexpectedly, last year's double eleven silent cross-border electricity supplier has become a vanguard of the industry. A batch of cross-border electricity suppliers represented by jumei.com and honey bud have issued a bigger voice than before. However, compared with ALI Jingdong, who already know eleven double play, the cross-border e-commerce platform still can not get competitive chips.

Although cross-border electricity providers are trying to pull out their feet from the pit of the 408 new deal, the eggs of the recruits in these industries still do not seem to be quality challengers on the main battlefield of the double eleven electricity supplier.

The various armies are making efforts.

Starting this year,

It played a very important role in the major electricity supplier festivals.

Cross border electricity providers will not let go of a good chance to promote sales.

In October 28th, Amazon, which always showed its image in the conservative market in China, suddenly announced that its Prime membership service landed in China.

The news triggered strong feedback from the cross-border electricity supplier industry. A cross-border e-commerce platform executive told Tencent technology that Amazon introduced the membership system to China, especially at this point in time, which means that it will make great efforts in double eleven Amazon.

Amazon said that the Prime membership service to China is the first member of Amazon to provide cross border orders for free and free distribution throughout the year. It can be said that Amazon is tailor-made for Chinese consumers.

At present, users can purchase Amazon Prime membership service at a preemptive price of 188 yuan, with a single order of 200 yuan, which can enjoy free delivery of cross border orders, with an unlimited number of times throughout the year.

These moves mean that the US electricity giant is looking for more opportunities and more radical investment in China. Russo Gogh, senior vice president of Amazon, said directly: "China is one of the Amazon's strategic global markets."

An electronic business platform executive told Tencent Technology: "in the double eleven promotional activities, Amazon headquarters there has financial support."

Amazon's investment in China is the epitome of cross-border e-commerce platforms this year.

In the days before the double eleven, jumei.com CEO Chen Ou continuously sent two cars on micro-blog, which also opened a prelude to the double eleven promotion.

It is understood that the United States has opened a pre-sale deposit payment channel in October 31st, and officially started the sales promotion at 21 on November 8th. The main venue was 199 minus 100 and 200, with a special low to 11.11 yuan.

And the typical category of mother and baby of cross-border electricity providers also did not let off this promotion hot spot. Honey buds announced that from November 8th to 11 days, 3 days, 1111 yuan reduced shopping gold people, and the other was for mother and baby big brand and new product separately opened plate promotion.

Some of the cross-border e-commerce platforms that did not seem to have special promotions were aimed at upgrading behind the scenes. The Ocean Terminal announced that in order to prepare for the upcoming double 11, the platform's product experience and service guarantee will be upgraded in an all-round way.

At Zeng Bo Bo, CEO of the ocean terminal, it seems that the consumption concept of the middle class in China has become more sophisticated. They want to buy good products, accept good services, and live a life of quality and respect.

There is no denying that this is the earliest

More and more new players are entering the solo dance, but in the spotlight, the most dazzling ones are two old faces.

"Cat and dog" is still the core word

For this year's double 11 target,

Group CEO Zhang Yong joked that "the secret can not be divulged".

This year's Tmall double 11 global Carnival launching ceremony was held in Hongkong. Zhang Yong said in his speech that this year's double 11 will have four major changes: Globalization (buying the world for selling the world), entertainment, personalization and all channels.

Obviously, Zhang Yong put globalization in the top eleven of this year's double, and said that this year's globalization has changed with last year: from global business to China, to develop the world to buy the whole world.

This is one of Ali's most important strategies this year, and the chairman of Alibaba board in March this year.

EWTP has been proposed at the Boao forum for Asia. This year's double 11 is the first step for Ali to move towards eWTP, so that businesses around the world will be able to sell goods all over the world.

In fact, at the beginning of the year, Ma Yun for Tmall international investment platform, everywhere "lobbying" run, and the European and American political leaders frequently interact, not only invites the Costco and other top nine supermarkets to enter, but also attract Japanese flower king and other countries to set up brand flagship store.

Last year's double 11 global carnival, Ali total a 91 billion 217 million yuan paction volume, the total sales volume of the whole network is as high as 122 billion 940 million, resulting in 680 million packages.

Behind this figure, Tmall international has made great contributions. It has attracted more than 7700 brands in 53 countries and regions, as well as world-renowned retailers, and has established 16 national and Regional Libraries. This year, Ali's internationalization will take a bigger step.

According to the introduction of ants' gold clothing, Alipay can provide services to users in more than 200 countries and regions in the world and support up to 18 currencies.

Before, most of the cross-border payment in the world was using bank cards. The new service launched by Alipay can enable more users and businesses to conduct pactions on a global scale.

In this year's Ali double 11 activities, overseas businesses can not only sell their products to domestic users, but also sell them to overseas users.

For Alibaba, overseas brands entering the Chinese mainland market or overseas market through Ali retail platform is only the first step in the new retail layout of the world.

According to Zhang Yong, in the future, Tmall will also lead domestic and foreign businesses to sea and sell global goods to Southeast Asia and the whole world.

This makes the number of participants in double 11 activities and turnover expected to further improve.

On the other hand, Jingdong CEO Liu Qiangdong also took the lead in France and South Korea to open up the market this year, and started investment promotion in Japan, Australia and the United States. More importantly, Jingdong has a super strong overseas ally this year.

In October 21st, WAL-MART announced the 336 million yuan strategic investment in the new dada to jointly build China's leading O2O super model.

Just the day before, Jingdong group and WAL-MART jointly announced that the two sides would join in the war double 11.

In addition, another project of cooperation between the two sides, WAL-MART global official flagship store, was launched on Jingdong in October 17th. This is WAL-MART's first cross-border store in China, using Jingdong's last mile distribution.

With the help of WAL-MART's global supply chain, the attraction of Jingdong will be greatly enhanced during the double 11 period.

More importantly, the cooperation between the two sides has been completed before the "double 11". This means that the two big retail giants Jingdong and WAL-MART will join hands in the "double 11" war this year.

Black 5 is the key point of cross-border electricity supplier.

Since the introduction of the new cross-border electricity supplier policy, most cross-border e-commerce platforms are not too comfortable.

A few days ago, the aurora Data Research Institute released the vertical sea App Research Report. The data indicated that the scale and permeability of App users in cross-border electricity business in 2016 declined continuously in the past 6 months, which may be affected by the 48 new deal.

In March of this year, the App of cross-border electricity providers was 15 million 887 thousand users, and the penetration rate at the mobile terminal was 2.34%. As of August this year, the scale of cross-border e-commerce App users dropped to 11 million 80 thousand, and penetration rate was 1.63%, which was 0.71% lower than that in March, and the user scale was reduced.

The capital market is also being evacuated from the disaster scene. Compared with last year, cross-border electricity supplier financing cases decreased significantly this year. Incomplete data show that the investment in angel rounds related to cross-border electricity providers has dropped by half.

But after all stability, the darling of the market is trying to return to the main circuit.

At the 2016 China cross border business leaders summit in October 12th, Ma Xianghui, director of the SME Bureau of the Ministry of industry and commerce, said that the scale of cross-border e-commerce in the first half of the year was 260 million yuan, up 30% over the same period last year, which is not far from what the Ministry of Commerce predicted in 2016. China's cross-border e-commerce import and export volume will reach 6 trillion and 500 billion yuan.

This force is defined as "black Friday" by many cross-border businesses.

The so-called "black five" originated in the United States. It refers to the first day after Thanksgiving every year, that is, the fourth Friday of November.

On this day, a large number of discount promotions will be launched in major shopping malls in the United States.

Statistics show that "black Friday" has become the busiest shopping day in the United States since 2005.

Unlike "double eleven", the United States "black Friday" lasted longer, taking Amazon China as an example. Last year, its "black Friday" extended from November 18th to December 5th.

Several well-known cross-border electricity providers said they would not let go of double eleven, but perhaps more important energy will be placed on black five. Several reluctant cross-border e-commerce platforms that are directly opposed to dual eleven and Ali will put all their energy on black five.

As for the reason why cross-border electricity providers value black five, a cross-border e-commerce platform executive told Tencent technology that this is because double eleven pays more attention to the concept of "exploding money". With the development of cross-border e-commerce platform, the typical users here are more concerned with the type and experience of heavy goods, not just the price.

According to the insiders, the cross-border electricity supplier still accounts for a large proportion of cross-border goods. However, the supply channel of overseas explosive brands is unstable, and the possibility of direct signing cooperation with domestic platforms is small. The platform ensures that the supply of explosive products usually adopts composite channels, and the price is difficult to control. Mao Liqu is close to 0.

But even so, part of the electronic business platform is still out of stock.

In the view of jumei.com senior vice president Liu Huipu, under the new policy system, if cross border electricity providers insist on making explosive products, it is very difficult to survive: "domestic brands often use electronic business to create explosive products to solve the inventory problem, but if cross-border electricity providers only make explosive products, they will be trapped in price wars rather than doing some special and long tail products, so it will be very difficult to survive."

Data show that last year, "black five" in the domestic consumption trend showed a "anti explosion" mode, compared with the previous maternal and infant health care products sales accounted for more than 50%, to the young luxury goods, clothing category occupied the "black five" domestic sales mainstream position.