What Kind Of Chemical Reaction Can We Get Through Under The 10 Lines?

　　 Double Eleven The meaning of this is not just a big promotion, but the various electronic business platforms are becoming more and more rich and full. In addition to promotion, double eleven has been given more new missions: to test the current low cost and intensive users of the Internet. Online retailers The platform can touch more imagination.

Judging from the current moves, this year's double eleven is the online and offline test, and it is also a concentrated exploration of content driven business. The question follows: first, what kind of chemical reaction can we get through online and offline? Two, how much can the content help the "ceiling" of the electricity supplier to be raised?

　 Pilot mission online and offline

Online and offline have been clamoring for a long time, but the public still keeps the mechanical impression of picking up online and offline. When the demographic dividend of the electricity supplier is about to disappear, the electronic business platform is also thinking about how to achieve "real" in real sense.

According to the Ali side, Tmall will have more than 1 million businesses to get through online and offline during the double eleven period this year, which was 180 thousand last year. Tmall will open all channels of operation data to businesses, including commodity channels, service links and membership channels covering all channels.

And the "further realization of online and offline access" mentioned here is not simply docking the lines, but based on the big data of Ali's entire ecosystem. product The data of each dimension such as recommendation, search, news source, user generated content in the community, and wish list are analyzed, then personalized recommendation is made to individual users. The vice president of Ali group, Jing Jie, predicts that "over 3 billion 500 million personalization pages will be generated during the double eleven period this year."

As the best ally of Ali, the sunning line store has not only undertaken the function of after sale and return of goods during the double eleven period, but also is no longer a mere electrical appliance shop selling 3C appliances. Suning Life Plaza joins mother and child red children, import supermarkets, etc., paying more attention to the process of double eleven attracting consumers from "house" to "stroll"; Direct stores focus on the three or four level market, especially the rural consumption market; while Suning stores solve the problem of delivery for the last 100 meters in the community as the unit, and will cooperate with the major convenience stores in the future.

It is reported that in November 3rd, there were only 60 suning.com stores and 21 direct outlets under the Beijing line, which sold 360 million yuan in a single day. Tian Rui, vice president of Suning cloud marketing headquarters, believes that the so-called new retail, that is, online and offline interconnection of retail, the future is not only offline, and not only online, with the help of online and offline multi scene experience, the new retail will be a comprehensive counterattack this year.

Gome online revealed that this year's double eleven online store and the upcoming 2000 offline franchisees will create a high-tech prototype of the scene based e-commerce. Through the combination of VR and smart home, users can freely switch online and offline under different scenarios.

Jingdong's double eleven emphasizes "rational consumption", which is obvious to Ali. Prior to WAL-MART's strategic investment of 336 million yuan, the new dada also enabled Jingdong to have a super strong overseas ally. This double eleven will also be WAL-MART's first time alongside Jingdong, joining the double eleven, WAL-MART's Sam member store and global flagship store will be stationed in the Jingdong platform, and more than 20 shopping plaza under the WAL-MART line will also be stationed in "Jingdong home", and the two sides will jointly start a 10 day "open day for all."

If the US delegation has repeatedly stressed that China's O2O has entered the second half, then the second half of the Chinese electricity supplier will be an important milestone in the second half of the online business, trying to figure out how to rely on the demographic dividend instead of relying on technology, services and new growth models to enhance the new growth.

　　 More than the content test mission of e-commerce

In the earnings report that Ali has just released, its Chinese retail platform has been active up to 439 million annually. According to the data collected by China Internet Information Center as of June 2016, about 710 million of China's Internet users, including 710 million of active buyers in Ali, accounted for 61.8%.

This is a very high proportion. However, compared with the previous quarter, the number of active buyers increased by only 5 million, compared with 20 million a year ago. We see that, not just Ali, the problem that all electronic business platforms will face is that the traffic dividend based on the natural population has already bottomed out. How to compete for the stock users will become the next step of the electronic commerce platform. If we can not increase the number of users longitudinally, we will consider extending the user's time horizontally - content is the key.

Ali CEO Zhang Yong said that in order to increase user interaction and activity, Taobao mobile application is not only a shopping application, but also a social commerce application, which adds a lot of new products and functions, including social interaction, recommendation, live broadcast and so on.

Considering that most of the new generation consumers do not have enough purpose in shopping, this group prefers the characteristics of "stroll". You will find that the "micro panning" that opens Taobao mobile apps is beginning to show all kinds of contents released by businessmen and daring people. According to the latest Taobao data, there are more than 12000 grass-roots accounts, and their daily content exceeds 130 million daily. The content strategy is effective, and the average user stay time at Taobao is up to 20 minutes, according to data released by CFO Wu Wei.

Among them, the net red on Taobao suddenly rises, according to news reports, net red shopkeeper Zhou Yangqing invited her boyfriend Show Luo to do micro-blog communication, to enhance the topic. Zhou Yangqing's micro-blog has been warming up since the beginning of November. Show Luo has taken the initiative to forward the message.

In addition, there is news that Zhang Dayi will invite the "big uncle" who has never shown up to participate in the live broadcast; MOMO invited the star Hu Bing to make a live preview; LIN will move the live room to a store that just opened in Shanghai, and good friend Li Chen came to help.

Last year, double eleven, the ranking of transactions, net red shop almost swept the top 20 women's C shop, Ali obviously noticed the potential of the net red business phenomenon, large-scale support to guide the net red social networking and live platform network red stationed in Taobao, and double eleven promotion, has become the best time for these nets to test their fans' appeal.

It is interesting that Suning built a "laughing city" in Taihu, Wuxi in November 8th, including 111 ancient wind scenes, 111 local snacks and Chinese commercial Wei Hua, and Suning's major brands, landing the ancient commercial forms usually seen in the movie and TV dramas, paying tribute to the ancient commercial civilization. At the same time, Suning also invited hundreds of well-known net red in the city for three days and three nights of live broadcast.

Double eleven has become the annual electricity supplier drama, but in this regard, whether the various families are "eager to try" or "ride the tiger hard", in fact, it is really difficult to distinguish clearly. The script is bound to fall into the stereotypes, but if it is regarded as a testing ground, every year it seems to be repeated but is constantly pushing the new double eleven drills, playing an important role in the entire electricity supplier industry.