Looking Back In The First Year Of Double Eleven, Ma Invited Only 27 Merchants Not To Refuse.

According to the world clothing shoe and hat net Xiaobian.

Double eleven comes like this.

18 years ago, the "Alibaba" was just a folk story from a distant country.

9 years ago, "November 11th" was just a new Internet piece.

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Today, it means huge and vigorous economic figures that are hard to gauge.

11 seconds, 100 million yuan, 28 seconds, 1 billion yuan, 3 minutes and one second, 10 billion yuan - this is the paction volume that occurred in Taobao this morning.

Today, speaking of double eleven, economists will talk about motivation theory, price elasticity theory and economic game theory; economic researchers will say, "stimulating domestic demand to promote economic structural pformation will play a leading role"; of course, you can also simply say roughly: chopping hands, chopping hands and chopping hands.

We can explain "double eleven" in many ways, but it seems very difficult to say it thoroughly.

It's better to look back at what happened in the birth of "double eleven".

In hindsight, no matter how big the storm is, it will not stop the company from continuing to be strong.

Wu Xiaobo

In 2009, the number of netizens in China reached 384 million, surpassing the sum of Internet users in the United States and Japan.

What is more important than the number of netizens is that the Chinese Internet has undergone a decisive pformation. The era of news portal dominated by Sina, Sohu and NetEase "three giants" has changed to Baidu, Alibaba and Tencent's BAT era.

As a search company, Robin Li's Baidu won a decisive victory this year, thanks to its strong rival Google's withdrawal from China, which made Baidu instantly win a unique epic opportunity.

In 2011, Baidu's market value almost doubled, once the first of the China Internet Corporation.

From the perspective of influence and data, Tencent has also played the role of conqueror since 2009.

In March 2009, Nielsen Co announced that Internet users spent more than one time on the social networking network for the first time, and this new communication mode has become the mainstream.

Tencent started with a small instant messaging tool, QQ, and became the most popular social tool with the dizzying speed of iteration.

In the new big three of BAT, Alibaba in 2009 was much more difficult.

Its B2B (business to business) business is dragged down by the decline of foreign trade, and is in a stagnant growth situation. The stock price of the company in Hongkong is gloomy, and the Taobao business facing the domestic market is in urgent need of a cluster detonation after years of losses.

In April 2008, Ma Yun, who was plagued by fake commodities, decided to open a new platform called Taobao mall. All of the immigrants need to prove that they are a legitimate company.

Later, the president of Alibaba group and Zhang Yong, who was the Taobao CFO at that time, was named "Xiaoyao Zi". Jin Yong, a knight in the eight dragon of the dragon, was appointed general manager of Taobao mall.

In a year or so, the whole B2C (business to person) industry is in the stage of deaf mute, and Taobao mall is developing slowly. Consumers can hardly tell the difference between Taobao and Taobao mall.

One day in May 2009, Zhang Yong discussed with his partners that it seemed possible to have a similar Thanksgiving promotion campaign in the autumn. They wanted to break the day's choice.

"Or in November 11th, singles day is idle, so it's better to flicker their shopping online."

The "Singles Day promotion" was settled.

The Zhang Yong team began to communicate with merchants, hoping that they would make a promotion on that day, half off of the whole store, and also a mail.

The overwhelming majority of merchants rejected their proposal. Only 27 businessmen, such as Lining, Lenovo, PHILPS and so on, participated in it. A famous brand, a famous brand in the home textile enterprise, did not take part in it.

On the day of November 11th, promotions began. Even Zhang Yong himself did not feel that anything important would happen. He went to Beijing early in the morning.

Who knows, in the morning, merchants prepared the goods sold almost, many businesses temporarily to the line replenishment, and even the chairman of the bar directly from the dealer ground shop temporarily pfer goods to sell online.

Zhang Yong recalled: "we did not think that businessmen did not think that the aggregation force of the Internet is so great."

By the end of the day, it was beyond everyone's expectation that the turnover of Taobao mall had exceeded 52 million yuan, which was 10 times the daily turnover.

The excited partners decided to take pictures to celebrate. Some people ran to the printer and printed several "0". When everyone stood in a row, they counted out one less "0" and took a wall clock from the wall to count it.

Many years later, when Zhang Yong taught at Lakeside University and looked back at the history, he said with emotion: "most of the so-called strategic decisions that seem to be successful today are often accompanied by occasional passive choices, only the decision makers and the executives go forward bravely."

In this way, a landmark event happened in the history of Chinese e-commerce.

"Singles day" has become an unexpected Carnival festival for millions of netizens.

It emanates all the Internet characteristics of the era: Cock silk self mockery, self described as "Bachelor"; low price, all goods at low prices are the most important factors for attracting eyes; exaggerated, making every effort to create topics and gimmicks.

The paction volume of about 50000000, which is equivalent to half a month's revenue of the largest department store in China, has caused a great stir in the retail industry, but no one expected it to be the beginning of a major subversion.

An interesting detail, one day, he chatted with Ma Yun, Ma Yun said: "one day, Taobao will surpass WAL-MART."

Wei Zhe asked him, "do you know how much retail sales WAL-MART has?" Ma Yunda: "I don't know, but we will definitely surpass WAL-MART."

In the summer and autumn of 2011, it must be quite hard for Ma Yun.

The company he created suddenly showed the characteristics of "empire".

The Internet economy naturally has the characteristics of "environment eating". The platform is dominant, traffic is king, and the strong Heng Qiang takes advantage of it.

Both the platform itself, the relevant capital partners and the users they serve can not adapt to the rapidly expanding scale and interests.

In hindsight, no matter how big the storm is, it will not stop the company from continuing to be strong.

In November 11, 2011, the third "double eleven Singles Day" was held on schedule, and the paction volume was 5 billion 300 million yuan on that day, one hundred times more than two years ago.

Ma Yun officially changed the name of Taobao mall to Tmall, and proposed changing the online shopping Carnival into "shopping Carnival". The change of the word expressed the comprehensive attack of the electricity supplier on retail business.

This year,

The scale of the paction amounted to 773 billion 500 million yuan, an increase of 67.8% over the previous year, accounting for 4.3% of the total retail sales of social consumer goods, approaching the US's year-on-year data.

Also in 2011, the third shock waves of the Internet appeared.

If the news portal around 2000 is the first time - it changed the relationship between Chinese and information, then Alibaba and Jingdong were the second representatives of the electricity supplier - it changed the relationship between Chinese people and goods, that is, the relationship between consumers and services, it is called O2O (online to offline), from online to offline integration.

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