Behind The "Double 11": The Story Behind The 4 Positions

This year's "double 11"

Big guys once again refreshed sales records.

But behind the bustling war, thinking deeply, from the electronic business platform to the small and medium-sized sellers, to the express logistics and the vast numbers of consumers, is it true that the value increment in the actual business sense is actually obtained? In the survey, it is found that the cost of the high sales volume of the day is due to the reduction of shopping in the early season of the user's money and the decrease in the latter part of the business.

These simple and entangled business patterns reveal "

The iceberg behind it.

Platform: big guys show off the rich, small and medium-sized electricity providers have a hard time.

120 billion 700 million yuan, 2016 Tmall "double 11" carnival night refresh the single day sales record, set up the order creation peak 175 thousand seconds per second, Alipay payment peak 120 thousand seconds per second and many other records; Jingdong paction volume grew 59%, mobile terminal orders accounted for 85%, household appliances on the 11 day 10:30 than last year's sales.

Electricity supplier carnival, sales war, but in the media rolling to refresh these figures, it is not difficult to see that the platform, the big

And big businesses make a profit, while thousands of small and medium businesses are cold and warm.

"Double 11" for eighth years, interest differentiation has become increasingly evident. When large business platforms compete for the volume of pactions, small and medium-sized electronic business platforms can only brush their sense of growth with the growth rate of hundreds of billions of dollars.

Before the start of "double 11", a report released by Nelson showed that in the last three years, among consumers willing to participate in "double 11", the selection rate of Tmall, Taobao and Jingdong was high, while the choice rate of other 10 home appliances ranged from 3%-20%.

Mother and baby electric provider Beibei net did not disclose this year's "double 11" record, but said, "sales of non-standard products reached 85%, mobile terminals accounted for 95%."

However, last year, Beibei network announced that as of November 11th, at 17:16 p.m., the sales volume was 300 million yuan, an increase of more than 10 times compared with the same period last year.

Data show that, "double 11" on the first day hit the average passenger price of 15 thousand yuan record, as of now sales is last year's "double 11" in the same period 2.2 times.

Seller: discount explosion hidden during off-season crisis

Here, small and medium-sized businesses are in contrast.

Wu Hong, a manager of pet shop, told reporters that the benefits of online shopping are not so great for small and medium-sized businesses.

For this year's sales performance, he avoided talking, but frankly said: "combined with" double 11 "before and after a period of time, the overall sales actually not much improved, but to lower profits, or even lose money impulse.

It is not easy for small and medium-sized businesses to get a slice of the "double 11".

"Pre-sale is a good way to solve the inventory pressure, but it turned into a sacrifice at the expense of the first two weeks." in Wu Hong's view, "double 11" suppressed earlier consumption, overdrawn late consumption and concentrated on only one day. He did not like such a festival.

Wu Hong's suffering is not an example.

Mr. Huo, director of a clothing brand electric business, said that participating in the "double 11" must comply with some rules, such as "full reduction" and "coupons", and the profits will be very low.

Ms. Li, the head of another flower shop, said that although she took part in the "double 11", the impact on sales was not great because of the special category of flowers.

In order to meet the "double 11", enterprises in the personnel, inventory, shop promotion and other aspects of the pressure is not small.

As far as inventory is concerned, those who have the strength will do their own warehousing, temporary loans without strength, and the cooperation with manufacturers will increase the cost.

The MonsterGuardians brand store owner who runs the clothing said that "double 11" sales surge is actually a "water storage" process. The sales volume in the previous period is shrinking, and orders are increasing sharply at 0-1 a.m.

Therefore, taking into account the various costs of businesses, "double 11" did not bring much profit.

She said that the commodity price sensitivity in the store was low, and the customers were younger.

Small and medium-sized businesses are more worried about the daily operation of the festival.

Wu Hong said, "double 11" is more beneficial to the platform and Top businesses, and can get platform support.

But the cost of introducing new customers to small and medium-sized businesses is very high and unbearable.

"The main performance is still dependent on the old users or overdraft of the old users, most businesses still want to be able to develop in a healthier market environment," Wu Hong sighed.

Li Qingle, a senior electricity supplier industry observer and tiger sniffer network researcher, said that the platform has certain threshold for brand awareness, service capabilities and sales volume, not two or three tier businesses can participate.

Small and medium-sized sellers have to rely on the long tail effect to drive sales, so they play the role of soup in the big brands of meat.

Consumers: the shopping cart pays a little regret after paying the bill.

The "double 11" Shopping Festival has attracted the attention of consumers. It has attracted many consumers.

However, it is undeniable that the stimulation of low discount also stimulated the impulse of shopping to some extent. Afterwards, "regret" also brought a large number of returns.

Ms. Wang told consumers that "double 11" discovered that the 50 percent off UGG snow boots were sold out in the early morning, but the page prompts that buyers could still buy them after 15 minutes after they had not paid the bill, and then quickly purchased them when the pages were brushed out of a pair of shoes.

But after two days, she considered that the overall cost was high, and she planned to apply for a refund after receiving the goods.

Another consumer, Ms. Jiang, revealed that last year, the "double 11" bought 12 tubes of toothpaste, which had been used to store at home. The date was "not fresh" and it was not convenient to hand over to others.

Under the stimulation of low discount, many consumers impulsive consumption, coupled with the general implementation of the electronic commerce platform "seven days no reason to return goods", consumers no need to scruple.

Compared with low prices, the refund of postage is not difficult to bear.

For example, Tmall provides users with "seven days no reason to return" service, adding "0 seconds to respond to return applications, 10 minutes to arrive at a maximum speed, 2 hours within the rookie door to take back" and other services, equivalent to the provision of "regret medicine."

In a small questionnaire survey, 65.06% of consumers indicated that the amount of purchases was higher than that of last year. Of them, 22.89% had already applied for a return plan after placing the order, and 11.11% of them said that they still wanted to return the order.

Logistics: no increase in actual profit after the explosion.

"Double 11" experienced three days of fermentation, and entered the stage of intense logistics and distribution. The feedback from various express companies showed that the volume of orders increased significantly, and some of the centralized shipments began to burst.

On the day of "double 11", Ma Yun first mentioned in the public speech the test of the six hundred million or seven hundred million parcels on the platform to the domestic logistics system in the future. He said that the director of the State Post Office Ma Junsheng spoke to him on the same day and talked about the possibility of wind and snow in Northeast and Northwest China.

As a matter of fact, most of the orders for express delivery companies are pferred from the "double 11", which is not "incremental".

A person in charge of a network in STO, Beijing, revealed that the usual order volume was 5000-6000 votes, and the "double 11" would drop to about 2500 votes in the first few days, which shrank by 58%.

However, "the rent of the storehouse, staff salaries and daily consumption have basically not changed, but the income of these ten days is reduced by more than half."

The shrinking orders caused many cost pressures in the "double 11" concentration.

The person in charge said that in November 13th, the order amount of outlets exceeded 13 thousand votes, which was two times normal, and 13 days before -20 would maintain this level.

Therefore, most express companies recruit temporary workers to make reserves before the "double 11", but they lack experience and can only load and unload goods. The workers in the original warehouse of the company are supplied to the first line.

"There are 30 formal employees in the network, recruiting 11 temporary workers, increasing the cost of 1760 yuan per day. This alone will increase the cost of 10%-20%, not including the cost of accommodation.

At the same time, the existing staff delivery fee has increased by 0.5 yuan, otherwise it may face the loss of staff.

Xu Yong, chief consultant of China express logistics consulting network, believes that at the end of the whole chain, the "double 11" is initiated by the upstream platform and enterprises. The volume of courier business often determines the position and brand value of the enterprise in the industry, which will ultimately be reflected in the capital market, because the courier company can only passively accept the reality.

Changing the status quo is not achieved overnight.