This Year'S Double Eleven New Retail Entry Will Bring Qualitative Changes To The Industry.

According to the world clothing shoes and hats net, November 11th is "singles day" every November 11th. This customary Festival has a history of more than 20 years, but since the promotion of the mall in 2009,

"The" singles day "attribute has been diluted. So far, when it comes to" double eleven ", what people think of is the annual" buy and sell "day.

Seeing that "double eleven" is getting closer and closer, more and more enterprises have begun to join the "double eleven" activities, and the "double eleven" has begun to develop from the preferential price war to the deeper level.

In 2017, it was an unusual year for the retail industry. In this year, new retail formats appeared. In order to seek new development, every big company began to test new retail outlets.

In October 16th, Suning held a media conference on O2O Shopping Festival, put forward "not only see, hi buy 11 days", followed by No. 17, Jingdong also launched the "11.11 global good things day", there is also a can not be ignored is Alibaba's "double eleven global Carnival", this year is these internet giants in the new retail after the first confrontation.

The "double eleven" every year is a big day for the electricity supplier. During the "double eleven" period, the major electricity suppliers are in full bloom in order to get higher profits. Last year, during the "double eleven" period, it was only Taobao.

The paction volume reached 120 billion 700 million yuan, but behind this proud achievement there are still many problems hidden.

Electricity supplier harvest appearance can not conceal promotional chaos

"Double eleven" is the "Carnival" festival, merchants are also "on the road", all kinds of discounts, red envelopes rain came, seemingly business, "not how much money", in fact, before the discount, many businesses have already carried out a price uplift of the goods, "double eleven" the so-called discount promotions are mostly business routines.

In addition, there are still many pain points in the excitement of "double eleven".

First of all, the surge in the number of "double eleven" parcels in the past year has caused the express company to "burst the warehouse" and stay in the parcel.

For consumers, because of the "double eleven" express business volume is large, resulting in a large number of goods stranded.

Some netizens reflect that they have not received anything in the "double eleven" purchase for the past month, and Taobao, the most expensive sales, has the most serious logistics stranded.

In the third party logistics business, to seize their own logistics providers in the "double eleven" gap, take the opportunity to increase the express logistics fees, and e-commerce providers in order to ensure their own interests can only raise the price of goods, and finally consumers back to this pot.

Secondly, the quality of goods is not guaranteed.

Holiday promotions are easy to attract a large number of users to spend, and the surge in sales can easily lead to many consumer products.

Taking advantage of the "double eleven" wave, all kinds of commodities are coming out, and consumers are hard to distinguish between genuine and fake commodities.

This situation is particularly evident in the low threshold and tight supervision of the e-commerce platform.

Finally, the online shopping service system is not perfect.

On the one hand, the service of pre sale and after-sales service is on the day of "double eleven". Due to the large traffic volume, the artificial customer service can not take care of every user and bring bad consumer experience to consumers.

On the other hand, because online consumption, consumers can not directly contact the goods, only through static pictures to understand goods, judging by other users' evaluation of the quality of goods, and some businesses have five-star good reviews, brush reviews and other induced and deceptive behavior, which is easy to produce the actual product and the description does not match the impact of consumer experience chaos.

In the past, "double eleven" as a shopping Carnival will bring high income to the platform, but now as consumers gradually return to reason, many problems hidden under high profits are exposed, and even begin to hinder the development of e-commerce.

Nowadays, the proposal of "new retail" is to solve the "stubborn" problems.

New retail makes double eleven no longer just the carnival of e-commerce.

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This year's "double eleven" is very different from previous years. Apart from the basic preferential sales on line, there are various new retail forms to join. The major electricity suppliers have also begun to put forward countermeasures to solve problems in order to snatch a bigger cake.

Theory of consumption evolution

In the past, businesses were producing what consumers bought, but now they are what consumers need, and businesses do what they want.

The so-called upgrading of consumption is the upgrading of the online, offline and supply chains.

Under the upgrading of consumption, people pay more attention to the quality of products.

When people's living standard and consumption level begin to improve, consumers pay more attention to product quality.

Now, the battlefield of "double eleven" has been upgraded from the original price war to the brand war nowadays, and the brand has become the weight of competition among businesses.

There are "seven days without reason to return" is no longer just the privilege of the electricity supplier, more offline businesses have begun to implement this mode, which to a certain extent increased the protection of the interests of consumers.

Two, technology carnival.

After the Alibaba put forward "new retail", Jingdong put forward "unbounded retail" while Suning put forward "smart retailing".

As soon as Ma Yun put forward "new retail" last year, Alibaba began to make a comprehensive layout in the new retail format.

This year, at the cloud habitat conference before the "double eleven", Alibaba set up the "Damo hospital", which focuses on technological innovation.

Jingdong is the main technology of black technology. In the recent "double eleven" global good thing Festival, Jingdong officially launched "no man" technology, with the introduction of "no man" technology and intelligent supply chain, such as unmanned convenience stores, unmanned supermarkets and so on.

Suning put forward the wisdom retail in the October O2O Shopping Festival conference, including the "three full" and "three oriented" Shopping Festival, focusing on building a business oriented, full industry, whole customer group and building a consumer oriented scenario, intelligence and personalization.

At the same time, there are more "new species" as Suning's interpretation of new retail, and strive to achieve a scene shopping experience mode combined online and offline.

Three, logistics fever Festival

In order to make up for the shortage of logistics, the business enterprises are more fully prepared.

First of all, rookie, as one of Alibaba's "100 billion project", launched a super robot flagship warehouse across the world in Guangdong in October 17th. Even if only hundreds of Taiwan's robots operate, there will be more than one million shipments per day. This will provide excellent logistics services for users in Southern China, such as Guangdong, Guangxi, Hainan, Macao and Hongkong.

Based on the user's high demand for consumption experience, there are different strategic layout for each big electricity supplier in intelligent logistics.

The layout of Jingdong in logistics is considered to be the best. This year, Jingdong will adopt the "double eleven" technology, which will be applied in the new logistics mode by unmanned technology, personalized service, data driven and collaborative opening. Its "unbounded" will be fully reflected in the supply chain, businesses and consumer scenarios.

Moreover, in October 9th, Jingdong announced that it completed the first full process intelligent unmanned warehouse in the world. Through this unmanned warehouse, the workload of less than 200 thousand orders per day can be completed, and the efficiency of logistics circulation will be increased.

Suning proposed extreme logistics and upgraded the "Su Ningyun warehouse" into a "super cloud storage" that can be used as a phenomenal item in the industry. Goods can directly complete storage, replenishment, sorting and outgoing intelligent operation from the super cloud storehouse. By the fastest time of intelligent technology, 1 million 810 thousand packages can be completed at the fastest time per day, and 1200 parcels can be sorted out per person / hour, and the parcel can be released in 30 minutes.

In the short years from 2012 to 2016, the number of express delivery in China has increased from 5 billion 600 million to 31 billion 200 million. It is estimated that the volume of express business will reach 40 billion this year, which will bring a lot of rubbish and pollute the environment.

In order to reduce the pollution of the environment, the major electric providers have put forward corresponding environmental protection measures, including the green storehouse of the novice, the circulation bag of Jingdong, and the "shared express box" of Suning, and the development of environmental logistics is in progress.

However, there are still some shortcomings in the seemingly perfect layout of these new businesses.

First, Alibaba's rookie logistics still has certain geographical restrictions, and high quality logistics services have not yet been widely spread; secondly, Jingdong's main technology of "unmanned technology" has lost its scene, and the lack of layout of the robot's "human touch" scene will affect the consumers' experience to a certain extent; thirdly, Suning is a physical shop, and the heavy line is easily lost online. Suning's "double eleven" is still dominated by offline.

In the past, the "double eleven" is a contest between the electric providers. Now, the "double eleven" has not only been limited to the online, offline layout, and so on.

Compared to last year, this year's "double eleven" has opened up a new battlefield, and all platforms are beginning to face new challenges.

New retail entry will bring qualitative changes to the industry.

This year's "double eleven" has become the "first battleground" of the retail industry, which will be a new challenge and opportunity for the entire retail industry.

And after the enterprise began to enter the new retail, the development of the future industry is mainly to the following aspects.

First, based on the emergence of new technologies and concepts in the new retail format, seamless convergence of online and offline scenes has become the trend of social development.

As the overall lifestyle of people will change, the consumption scenario has also been upgraded comprehensively. This makes consumers the leader of the retail industry, and the integration of online and offline scenarios is a major trend of social development.

Second, the business model will be based on science and technology to pform all kinds of black technology and "no man" technology.

In July 8th of this year, Alibaba, as the leader of new retail, launched an unmanned retail shop "coffee rush" at the Taobao Festival. It was the first "automatic identification, pay as you go" unattended shop. Shortly afterwards, Ma Xiansheng was officially released as a reference for Alibaba's new retail.

Since then, a new business model has been opened up, and all kinds of new retail products are coming out.

Third, based on the needs of the people's consumption era, there will be the following changes in the future consumption scenario.

1, consumers are more concerned about the quality and function of products, which is the upgrading of consumption level and consumption quality.

2, discount activities are not limited to small quantities of merchandise, large consumer goods (household appliances, etc.) are added to activities, and online and offline are involved.

3, the product will be more diversified and personalized, and the source of products will sink into the township, such as this year's "double eleven" rural Taobao's accession.

This year's "double eleven" is the first time that major e-commerce providers have used new retail to compete for the first time. With logistics, scenes and quality as weapons, the business giants have broken the door of the new retail era.

Since then, "double eleven" no longer belongs to the electricity supplier.

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