Behind The Double 11 Are Business Competition And Innovative Wisdom.

According to the world clothing shoes and hats net,

"After ninth years, it has refreshed the history with over 100 billion sales figures. However, this online shopping carnival is not the only and the first meaning for participants." double 11 "promotion is not just for clearing inventory.

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Platform protagonist

Business, and then to the hero's payment system and logistics distribution, there are many commercial competitions and innovative wisdom behind it.

Electronic business platform is no longer just digital.

Jingdong sold 127 billion 100 million yuan, female consumers accounted for 1/3

Tmall sold 168 billion 200 million yuan, 225 countries and regions to participate in consumer participation

Su Ningquan channel growth 163%, IT service call 25 billion times

The predecessor of the "double 11" was originally singles day. Now it has evolved into a shopping carnival for all.

As a half of China's e-commerce market, Alibaba and Jingdong have handed in their pcripts with a turnover of 100 billion yuan.

At 24 hours in November 11th, the sales of Tmall and Jingdong "double 11" were fixed at 168 billion 200 million yuan and 127 billion 100 million yuan respectively, the former increased by nearly 40% compared with last year's "double 11", and the latter exceeded the total amount of 18 days during this year's "6 18" period.

Hou Enlong, President of suning.com, has been drying out the 7 seconds' real time war report on the micro headlines. As at 1 a.m. on November 11th, suning.com mobile terminal sales accounted for 92%.

Tmall and Jingdong as the two representative integrated electricity providers in the country, although they all said they no longer value the sales data of the major promotion nodes, the time span of sales figures has been debated.

Wang Shuai, chairman of the market public relations committee of Ali, said, "as long as Jingdong is willing, it can be regarded as the" double 11 "total amount of orders for a year's orders. Then, Jingdong group CMO Xu Lei responded strongly, Ali will sell more than 20 days in advance to" double 11 "first day trading volume after sale, while Jingdong only counts 11 days shopping season sales.

The divergence of statistical time is only a sidelights between the two sides in the multiple rounds of "double 11".

As Tmall and Jingdong released the War newspaper from the beginning only total sales, to now meticulous to the various time points and category data and growth, everyone mentality is more open.

In fact, after nine years of accumulation, the competition between Tmall and Jingdong is no longer confined to the "who is better at home". It has changed the category of "short board" into "strong" competition for the market. Tmall has thrown olive branches into the 3C category, and Jingdong has been making continuous efforts in the female market.

This year, Tmall's "double 11" exclusive naming partner has been replaced by vivo mobile phone, showing that 3C enterprises rely heavily on Tmall channels.

On the big data screen of Jingdong's combat command center, female consumption data occupy 1/3 of the big screen. On the day of "double 11", sales of lip, eye shadow and cleanser were 3 times that of the same period last year.

From the beginning of the "double 11" bell to the curtain, sales data of suning.com, vip.com, NetEase koala sea purchase, Amazon China and other e-commerce platforms have been constantly renovated, forming a trend of resistance with Tmall and Jingdong.

At 24 points in November 11th, Su Ningquan's channel grew by 163%, and the number of IT services calls reached 25 billion times.

NetEase koala sea sales reached 4 times that of last year.

Amazon's offshore sales reached nearly 3 times that of the same period last year.

Around the "double 11", the national promotion Festival has formed a multi-channel and globalized strategic pattern.

Marketing wisdom of branding merchants

140 thousand brands and 15 million products participate in Tmall's "double 11".

Nike's first dress in Tmall broke 1 billion yuan business

More than 500 stores in UNIQLO support themselves

Behind the rising sales figures of Tmall and Jingdong, there are hundreds of thousands of brand businesses that digest the stock through this shopping carnival, and bring a desire to see better data for the whole year's sales.

At the same time, behind such a concentrated shopping behavior of consumers, it is also a good time for branding to try new strategies and sea going strategies.

1 hours after the opening of the "double 11", Tmall data showed that 62 brands sold over 100 million, including not only the shoes and clothing brands such as UNIQLO, Taiping bird, Lining, but also Haier, Mei, SHARP and other household appliance brands.

Sales of international brands on the Jingdong platform also showed a geometric growth. For example, the first time participating in Jingdong's "double 11" Adidas grew 11 times on the 11 day, and the sales of outdoor sports brands Columbia, The North Face and YONEX increased by 8 times, 4 times and 2.4 times respectively.

During this period, many Chinese brands are speeding up to sea.

Data show that 100 Chinese brands sell products to overseas through Tmall, while Jingdong is pushing more than 200 Chinese brands to overseas markets.

Brand businesses compete for marketing wisdom.

In order to optimize the shopping experience of consumers, many businesses are rubbing up with the new retail hotspots, opening up all channels under the online and offline channels, integrating the black science and technology "magic mirror" try out, and launching the joint names of popular IP and KOL.

"Double 11" period, the United States sports brand New Balance with the help of "EVA new century evangelical fighters" animation fever launched joint shoe products and peripherals, attracting animation fans.

Women's clothing brand Eve Li to stimulate sales, in the flash shop and Tmall for the first time to build a new retail props virtual fitting mirror.

UNIQLO first launched "online consumption, offline stores self mention" business, online and offline offers are synchronized, the fastest store in the country within 24 hours of pick-up.

In the channel, brand businesses are not only playing the mainstream e-commerce platform, but also their own official website has produced more attractive discount schemes than usual.

Even with the industry brands are secretly competing.

On the eve of "double 11", Nike, a famous sports brand, offered a discount scheme on the official website, and posted the word "50 percent off" on the promotion page of the official website. Then, as a competitor, Adidas posted the word "no more than 50 percent off" on the promotion page of the official website.

Reporters noted that Nike's "50 percent off" words were subsequently withdrawn.

However, there were also merchants who had participated in some promotional activities on the platform, because the discount requirements of the platform during the "double 11" period were very large, and even the "rivalry" between the platforms forced merchants to give themselves the lowest price of the whole network, which also brought the pressure of profit to the merchants.

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Mobile payment database technology "parade"

Global consumers pay 1 billion 480 million pens through Alipay

The peak of database processing is 42 million times / sec.

At 0-1 in November 11th, Jingdong's ious payment increased by 450% over the same period last year.

When consumers invest in this shopping carnival, paying the flood peak is undoubtedly a big "parade" for the payment agencies.

According to the data revealed by ant gold clothing, at 24 o'clock in November 11th, the turnover of 2017 Tmall's "double 11" global carnival was over 168 billion 200 million yuan, and the record was renewed again.

In 2016, the turnover of 120 billion 700 million yuan was refreshed in only 13 hours this year.

According to the payment data, the total number of payments made by the global consumers in this year's "double 11" through Alipay reached 1 billion 480 million, an increase of 41% over last year.

On average, in November 11th, each Chinese paid more than 1 payments on Alipay.

In addition, "double 11" opened for 5 minutes and 22 seconds, and Tmall set a new payment peak record of 256 thousand pen / sec, 2.1 times that of 2016.

This peak also exceeded the industry's expectations, after analysts expected to pay a peak of 200 thousand pens / sec this year.

Jingdong also announced after 24 o'clock in November 11th, from 0 to 1 in November 11th, the amount of the white bar payment pactions grew by 450% over the same period last year, and the 7 hour white bill payment paction exceeded November 11th last day; November 11th 0 to 24 points, Jingdong paid orders increased 350% over the same period last year, and the payment peak was 5 times over the same period last year.

Ant gold clothing and Jingdong finance have increased payment processing capacity this year, providing protection for explosive payment pactions.

Hu Xi, chief technology architect and vice president of ant gold clothing, introduced this year's "double 11". Alipay first moved all the core data links including the account database to the OceanBase database, which was independently developed by ants.

"For users, a payment is a payment. For a database, a payment is a collection of several processing requests."

Hu Xi said that when the user pays, the money may be pferred from the debit card, from the flower loan, and 10 yuan from coupons to installments, etc. These are all independent processing requests, which need to be processed by the database.

OceanBase, known as "super accountant", has set a record of the peak of database processing this year, giving up the result of "42 million times / second processing peak", which means that the database developed by China has jumped to the first tier of the global database.

In addition, Jingdong finance also upgraded and upgraded the underlying channel of the payment system in advance of six months. The system can automatically choose a better quality clearing channel.

Most packages are still on the way.

Electronic business enterprises produce 850 million orders for delivery all day, an increase of 29.4%

Tmall logistics first served 12 minutes and 18 seconds served.

Jingdong 85% orders to achieve the day out

The turnover of the "double 11" day has even been considered by many as a barometer of China's economy, reflecting the operation of China's economy.

After the paction has been refreshed, the logistics enterprise's examination really begins.

The state post office data show that the main business enterprises generate 850 million orders of express logistics all day, an increase of 29.4% over the same period. The postal and express enterprises handled 331 million pieces of express mail all day, an increase of 31.5% over the same period last year.

Faced with the huge volume of business, logistics enterprises have entered the state of "sleepless night".

Baishi express said that consumers will open the paction at the "double 11" zero point, and the courier company will enter the peak picking hours at 4 a.m., which has accumulated 200 thousand -30 orders, and then the peak of a large number of orders will start between November 11th and 13.

SF EXPRESS official said that in November 11th, the volume of orders from Ali has reached 80%, and the volume of products has increased by 201%.

Reporters at SF EXPRESS Beijing Panjiayuan outlets saw that the parcels had been piled up outside the door. Staff said that most of the parcels were still on the way and are expected to arrive in large numbers on November 13th -14.

"Most parcels are still on the road", which is the current state of logistics enterprises.

On the day of November 11th, Jingdong logistics has issued 85% orders, and 16 points have successfully delivered 6 million 380 thousand orders. At 11:15, the volume of shipments in Jingdong's national warehouse exceeded last year's "double 11" all day.

The rookie network shipped 366 million on that day.

Intelligence is breaking down the pressure of huge orders.

"Double 11" that day Su Ning first logistics robot "small BIU" delivery.

The first order of "small BIU" starts from the user's order to the Suning shop. The whole process takes 3 minutes.

When logistics companies race against time, violence sorting spilt cold water.

In November 11th, a video was sent out. The courier that rhyme reached the express outlets was sorted by courier.

Express expert Zhao Xiaomin believes that according to the latest data comparison, this year's "double 11" order takes about a week to handle, which is much faster than the previous 8-10 days. The back-end data integration and shunting effect of the rookie network is more obvious, and there is more data integration and sharing among the express delivery enterprises.

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