What Is The Difference Between This Year'S "Double 11" And The Previous Years?

According to the world clothing shoes and hats net, in 2017,

The ninth year of its birth.

Throughout this year, Ali,

The announcement of the "double 11" game and price promotions have not been mentioned in an important position. New terms such as new retail, unmanned stores and intelligent logistics have become key words.

So what is the difference between this year's "double 11" and the previous years?

Jingdong's fashion counterattack

A few days ago, Ali Shanghai hosted the "double 11" global trend pageant, and invited many international fashion groups and brands including LVMH group, Estee Lauder group, Vitoria secret, etc. in Vitoria.

There are also many brands of traditional Chinese products such as Ordos, Anta and Hai Lan home brand.

Most of them are

Clothing products, because fashion apparel has always been regarded as the dominant category of Tmall, is the starting point of Taobao and Tmall.

Alibaba's consistently strong clothing sector is the focus of Jingdong's double 11 this year.

In March 16th this year, the Jingdong formally announced that it will set up the Department of clothing and accessories. This personnel appointment has officially opened the prelude to the Jingdong's expansion from the main household appliances, 3C and department stores to lifestyle and clothing consumption.

Han Rui, vice president of Jingdong group, first attributed the characteristics of Jingdong activities during the double 11 year to fashion.

"During the double 11 period this year, Jingdong will focus on serving female users, the main player being" the other side of fashion. "

This year, "double 11", Jingdong will focus on its female users, specifically designed for the female users goddess day.

On the day of the goddess day, there will be three well-known brands, ten big KA brands participating in the carnival activities and 90 percent off snapping activities.

At the same time, Jingdong will also focus on the promotion of a new luxury service platform, TOPLIFE, which links the major international and domestic luxury service platforms with the brand official flagship store mode, and the whole service standard will be far higher than the standard of ordinary e-commerce customers.

TOPLIFE will provide customized consultants to meet the needs of all weather, including the airline's special line, Jing Zun's service.

From the beginning of this year, Jingdong and Tmall's platform wars suddenly escalated, especially in the contention of clothing brand resources, and showed a trend of white hot in 6~8 months this year. The "two election one" situation reappeared, including the official flagship stores of many clothing brands, including Han dresses, Jiangnan Buyi, Taiping bird, JEANSWEST and so on, and disappeared on Jingdong platform.

Clothing is the first category of the electricity supplier. It is also one of the highest sales categories in the entire electricity supplier industry. Jingdong constantly increases the fashion fashion sector.

However, as an outsider Jingdong, it is not easy to win the approval of the fashion industry and consumers.

Flames of war burn down from the line.

This year's double 11 phase is more intense than in previous years, because battlefields in previous years are always online, and this year is different. Battlefields on both the online and offline battlefields have begun to fight.

Under the new retail background, this year's "double 11" line has been upgraded all over the scale, not only the number of offline outlets has broken through a million level, but the participants have expanded from the original brand merchants to the entire business circle, and there are even many communities in the three or four line cities.

According to the introduction, this year's "double 11", Jingdong global good object festival will cover more than 200 countries and regions in the world.

In addition to the line, Jingdong has more than 160 stores, nearly 200 maternal and child experience stores, more than 1700 Jingdong service shops, and more than 5000 household appliance stores under the national line. WAL-MART has been involved in more than 400 stores in the country and nearly 10000 stores in cooperative brand businesses.

According to Tmall's introduction, the world's top 140 thousand brands have invested 15 million good products. Over 1 million businesses have opened up online and offline, nearly 100 thousand intelligent stores, 60 000 retail stores, 5 gold medal stores and 30 thousand village scouring points will provide consumers with the best shopping experience.

Jingdong online and offline integration, Jingdong convenience stores will also join the double 11, and Jingdong new channel to undertake.

It is reported that Jingdong's convenience store "double 11" brand includes billion, Wangwang, Johnson, Shu Lei, the Yanghe River, Jiang Xiaobai and so on. It will cover Jingdong convenience stores in Chengdu, Jiangsu, Xuzhou, Wuhan, Nanjing, Chongqing and other cities. This is the first time that Jingdong convenience stores have fought in the "double 11".

In addition, hundreds of thousands of Jingdong convenience stores covering Chengdu, Jiangsu, Xuzhou, Wuhan, Nanjing and Chongqing will directly participate in this year's "double 11".

Alibaba said retail outlets will join 60 retail stores, 5 gold medal stores and 4000 Tmall stores in Tmall's "double 11" period, reaching 100 million consumers.

It is worth noting that this year's "double 11" is the first confrontation between Tmall stores and Jingdong convenience stores on the new retail battleground.

Unlike previous sales promotions, "nobody" has become a new selling point.

Under the background of upgrading technology and consumption, big data has become the standard of every electricity supplier. With the development of artificial intelligence and other technologies, all kinds of unmanned operations have landed.

During the double 11 period, more than 100 thousand stores in the Ali camp will realize the "intelligent store" upgrading and iteration, from shopping guide to shopping, selection, trial and dress, settlement, and receiving links, data and technology can empower "new retail" to realize the global optimization of the commercial value chain.

This year's "double 11" period, Jingdong's independent research and development of unmanned convenience stores and unmanned supermarkets will be officially opened in Jingdong global headquarters park.

At the headquarters of Jingdong in Beijing, Jingdong's first unmanned supermarket and unmanned convenience store have been officially unveiled, showing the complete scenario of the whole scene, namely the "go on and go" and digital operation of a complete unmanned store.

Rookie, Jingdong intelligent logistics test

Every year, "double 11", for the seller and the platform, is crazy about the number of jumps on the big screen, but for buyers, chopping hands is not the end of the battle. After that, express delivery is a long worry.

Logistics is an important part of user shopping experience, which will ultimately determine the success or failure of e-commerce promotion.

According to the prediction of the State Post Office and express Association, the total quantity of the whole industry's express delivery will reach a new level during the "double 11" period this year, and it is expected to exceed 1 billion.

This year's "double 11" Ali and Jingdong may have a fierce battle in the field of intelligent logistics.

For Jingdong logistics, unlike previous years, this year's double 11 is the first "double 11" after its full liberalization. That is to say, Jingdong logistics will not only undertake a large number of orders from Jingdong platform, but also provide warehousing and distribution services for third party businesses.

Fu Jun, the vice president of Jingdong group and head of the logistics planning and Development Department of Jingdong mall, has released 9 major cities including joint speed increase, 40 additional pportation network routes and the first introduction of robot equipment.

In addition, Jingdong independently developed the world's first full process unmanned warehouse "double 11" period will also be put into use in Shanghai, it is learned that the whole process of Jingdong unmanned warehouse realized from warehousing, storage, packaging, sorting of the whole process, the whole system of intelligent and unmanned, with the ability to handle 200 thousand single day.

{page_break}

During the 6.18 Shopping Festival this year, Jingdong has expanded the scope of its operation of UAVs and distribution robots.

At present, Jingdong's UAV has opened dozens of routes in Xi'an, Suqian and other places, flying tens of thousands of kilometers, and the distribution robot has also been in intensive testing.

In October 17th, Alibaba's rookie network released the world's leading super robot flagship storehouse.

Rookie said that hundreds of robots can deliver more than one million items per day, providing logistics services to consumers in Southern China.

Like such a warehouse, the rookie is on line in Shanghai, Tianjin, Zhejiang, Guangdong, Hubei and other places.

This is the first time that the world has used robot storage in the "double 11" logistics volume for the first time.

In addition, this year's "double 11", Jingdong and Ali launched a subsidy war in logistics.

Jingdong logistics announced that it would provide a subsidy of 666 million yuan for businesses, which would be used for discount, full reduction and other concessions in stores and distribution before the "double 11".

BOE said that the subsidy policy will help businesses make stock in the country more reasonably, ensuring that the orders of the third party businesses during the "double 11" period can be produced as early as the Jingdong's own orders and delivered to consumers as early as possible.

Xu Lei, chief marketing officer of Jingdong, said that this year's "double 11", the Jingdong will save more than 100 million yuan discount, the distribution will also speed up again, some cities are expected to achieve zero hours in the morning, and the rural areas are expected to achieve the fastest 3 hours service.

The rookie side said it would provide 1 billion 500 million yuan subsidy to businesses and logistics partners during the "double 11" period, so as to reduce its logistics cost pressure.

The rookie supply chain finance and the Internet Banking Bank have prepared 10 billion yuan of funds to provide financial support for businesses and logistics enterprises to ease their short term stocking and reserve liquidity pressure on logistics resources.

"Double 11" traffic encirclement and suppression

Ali's highly explosive "double 11 party" has made Ali far ahead of its competitors in terms of voice.

This year, Tmall's "double 11" gala will be pferred from Beijing and Shenzhen to Shanghai in third years. David Hill, the "super bowl" gold producer, will continue to direct the "Silicon Valley + Hollywood" mode, and Zhejiang, Beijing and Shenzhen three TV stations will also be broadcast live.

Although Jingdong did not hold a party, the biggest highlight of Jingdong this year is that during the "double 11" alliance, Tencent, Baidu, Sogou, today's headlines, NetEase and other large traffic users jointly launched this year's "double 11", through the "head media + NetEase" way to conduct the diversion for offline brands.

In addition, Jingdong will enhance user experience and participation in the form of short video, live broadcast, community, content shopping guide and other forms in the 12 days of "double 11" from November 1st to November 12th this year.

Conclusion

In 2016, Tmall double 11 all day trading volume was 120 billion 748 million yuan, Jingdong only announced that the paction volume increased by 60% over the same period, but did not disclose the specific amount.

This year, 6. 18, Jingdong actively disclosed the cumulative order of 119 billion 900 million yuan, which is no match for Ali 11. This year, the achievements of both sides will be expected.

More interesting reports, please pay attention to the world clothing shoes and hats net.