What Are The New Points Of This Year'S "Double 11"?

According to the world clothing shoes and hats net, the national Carnival "chop hand Festival".

"Coming soon, the contention of all kinds of businesses has been staged.

Since the birth of the 2009, the "double 11" Shopping Festival has gone through nine years, from the beginning of the day to the "chopping hand" to prepare for the current multi day strategy.

Sales figures continue to rise. What are the new points of the "double 11" in 2017? What is the new performance of the "double 11" in the past two years?

What is the change of the "double 11" this year?

In Tmall international official website, the reporter found that in 2017, "double 11 selection venue" column, the products involved in a large number, including the quality of mother and baby, food and drink, the trend.

Bags and bags must be purchased at the venue, quality household appliances, home appliances, building materials, car accessories and so on, involving products far more than in previous years.

And the whole "double 11" activities have also been lengthened, including the 10 billion shopping allowance on -11 5 November 1st, the large brand voucher for 7 months in November 6th -11, the red envelopes on November 8th about -11 and the carnival in November 11th.

In addition to the larger online event feast, this year's "double 11" also launched more offline activities.

According to Alibaba insiders told the China Commercial Daily reporter, in 2017, Ali has many activities under the "double 11" line, such as the discount of stores, including clothing brands such as ochirly, prich and ELAND, home dress brands such as Sofia and Optima, beauty brands and maternal and infant foods in thousand color shops and plant doctors.

Secondly, in 2017, "double 11" Ali also launched the "beauty custom tailor exclusive VIP service" and "black technology prototype home decoration customization service".

In addition, Ali has also selected 1000 brands of 50 business circles in 11 cities nationwide to promote the "50 percent off" event.

Analysis of the industry, from the birth of 2009, "double 11" in this year is also the ninth year, the platform from the beginning of the expansion of Alibaba to Jingdong, Suning, 1 stores, Amazon, I buy nets, Dangdang, jumei.com, Le bee network and many other electronic business platform, and the industry from the beginning of clothing, daily expansion to food, home and many other industries, this year's fresh industry participation is also a highlight.

In addition to the increasing number of enterprises involved, business marketing and consumer groups have also been widened.

Chen Fei, a researcher at Chi Yan Consulting Co. Ltd. in Shenzhen, told the China Commercial Daily reporter that consumers also began to cover the middle-aged and elderly people gradually from the young, and began to cover the countryside from the city.

And the marketing of enterprises is also various, dazzling, from the double 11 months before the beginning of the gradual momentum.

Activities return, coupons, coupons, rebate rebates, red packets, buy a few, buy a few to send a few.

Cao Lei, director of the China Electronic Commerce Research Center, explained to the China Commercial Daily reporters that there were four bright spots in the "double 11" in 2017, which were the first test of water for the new retail test field, and the new scene of online shopping and offline shopping.

Many enterprises synchronously update the global business during the "double 11" period.

In the "double 11" global Carnival sale, Biostime official overseas flagship store also followed the platform's footsteps and launched the "double 11" pre-sale discount, the company said.

The foundation of 2017's "double 11" highlights is the accumulation of "double 11" strength in the past few years.

Data show that during the past nine years of "double 11", Tmall's turnover and sales have been rising. Data show that in 2009 -2016, Tmall's "double 11" sales volume was 50 million yuan, 936 million yuan, 5 billion 200 million yuan, 19 billion 100 million yuan, 35 billion yuan, 57 billion 100 million yuan, 91 billion 200 million yuan and 120 billion 700 million yuan respectively.

In addition, the industry of "double 11" has widened in the last few years. The data show that the total net sales of double 11 in 2016 reached 177 billion 40 million yuan, of which the household appliance consumption accounted for 20.4%, the mobile phone consumption accounted for 12% of the 12.1% cosmetics consumption, and the mother and infant and dairy products accounted for 6.4%, and the industry was broadened by the industry mainly relying on clothing and daily products.

Three Yuan electric business person in charge told the China Commercial Daily reporter, three yuan since 2015 began to participate in the "double 11" activities, in 2015 sales of about 800 thousand yuan, 2016 18 million yuan, 2017 "double 11" period is expected to reach 60 million yuan.

Bath consumption upgrade trend

Over the past two years, the tide of consumer upsurge has come. Many consumer goods industries have been affected. Consumption growth on line and line is weak. As the "double 11" of consumer shopping festival, there are also some new trends.

What is most obvious is that the business philosophy of enterprises involved in the "double 11" activities has changed.

According to the relevant director of Guangming dairy industry, the China Commercial Daily reporter said that Guangming has been involved in the "double 11" for three years. In terms of business philosophy, it has experienced a shift from "price sales" to "quality development". It includes the bright 11 strategy of 2017, which seeks to increase sales volume and cost. It also changes from a single platform promotion discount to a straight down form to a coupon, a fan gift, an increase in the consumer education scene, and so on.

In addition, under the background of consumption upgrading, the price war that enterprises are fighting for is weakening, which directly promotes the upgrading of enterprise's product level.

Beijing three yuan food business person in charge told the China Commercial Daily reporter, three yuan has also made great breakthroughs in high-end products. The new A2 products launched this year are basically sold out in the "double 11" activities, and the other three yuan Iceland yogurt, in order to increase the number of 30% milk protein, good bacteria and other sales breakthrough is very high.

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Nestle responsible person also said that the company began to join the "double 11" trend in 2011, in terms of consumer upgrading, the company's main two directions.

One is to promote the upgrade with classic money, for example, the first burst product of the "double 11" pre-sale stage of Tmall mall, that is, the heavy consumption product upgraded by the company this year.

The two is to face consumers in the form of the group as a whole.

For example, in Jingdong's "double 11" activities, the group will provide consumers with a comprehensive one-stop shopping mode.

And the change of marketing strategy can not be ignored.

Guangming dairy related responsible person said that the platform holiday activity cycle extended from one day to three weeks, from zero hour outbreak to pre-sale, preheating, outbreak, return to the four stage.

"Under the background of the upgrading of consumption, the electronic commerce platform is no longer simply a sales channel.

This year, Yi Po's business strategy is to connect sales and brand communication with content marketing as the core driving force, combining precise advertising and creative short videos, "Huarun Yi Bao told the China Commercial Daily reporter.

Chen Fei, a researcher at the Shenzhen Research Institute, told the China Commercial Daily reporter that there are many new trends in the "double 11" activities under the background of consumption upgrading. Firstly, consumers pay more attention to the products of quality and performance, instead of simply selling Taobao products or low-priced goods. More brands and even luxury goods are involved in the activities. This is the upgrading of consumption level and consumption quality.

Second, we have begun to participate in activities such as consumer electronics and large consumer spending.

Third, activities are beginning to cover more consumer goods, and products are more abundant, more diversified and more innovative. For example, rural characteristics Taobao also began to participate in the "double 11" activities, which is rarely seen in the past.

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