Black Five China'S Shrinking Market Record 11

With domestic electric power concentrated sprint "double 11" only two weeks, 2017's "black Friday" (hereinafter referred to as "black five") is hard to avoid the aesthetic fatigue and consumer sentiment decline.

Although from Amazon, Tmall, Jingdong to NetEase koala,

Various promotional discounts have been launched, and the independent cross-border electric business platform, such as the wharf, has launched a black five promotion a week earlier.

However, according to a survey conducted by the China business newspaper, most of the e-commerce platform promotion efforts are not as good as "double 11", and the overall sound volume is not as good as in previous years.

Electronic business platform insiders told reporters that by the "double 11" impact, the black five in 2017 is difficult to avoid shrinking, the platform's strategy is more placed in the "double 11".

However, it is possible to see clearly the real format of cross-border electricity providers after shrinking.

Experienced the new deal shuffle, cross-border electricity supplier intensified competition, giant advantage gradually enlarged, but to really lock the sea Tao family there are many problems.

Cao Lei, director of China Electronic Commerce Research Center, looks at this year's

The reason why the volume is small is mainly due to two reasons. First, too close to the "double 11", the consumer's consumption potential to a certain extent overdraw; on the other hand, this year's "double 11" is an important feature of the global purchase of global sales, quite a number of international brands have concentrated firepower to participate in the "double 11" war, the main battlefield of black five is still overseas, the domestic black five compared to the local electricity supplier will reduce the heat.

However, in Cao Lei's view, the next competition for cross-border electricity providers will focus on the integration of brand resources and the integration of logistics supply chain besides capital.

In the final analysis, the most fundamental thing to attract users is the user experience.

How to carry out intensive cultivation of overseas markets and commodity differentiation is a long-term seesaw battle.

But also on the day of black five.

The average tariff rate on imports of some consumer products dropped from 17.3% to 7.7%.

Previously, the China Electronic Commerce Research Center released the 2017 China electronic commerce user experience and complaint monitoring report, which said that commodities suspected fake goods, slow delivery, false logistics information and information leakage were the concentration problem of cross-border online shopping complaints.

Black five "false start"

Compared with black five in previous years, this year's black five is particularly obvious.

In November 17th, the ocean wharf detonated the "global black Friday Carnival" in advance. The founder and CEO Zeng Bi Bo of the ocean pier told an interview with our reporter that black five is hard to avoid after "double 11". The strategy of the foreign terminal is to attack.

According to its disclosure, "double 11" began to preheat the market before, "the value chain of consumers is also changing", in his view, "double 11" is more focused on commodity discount, but consumers want to clean up good things, reward themselves will be "black five".

However, it is also questioned by consumers that the early opening and robbing is being challenged. Chang Hai, a frequent visitor to the sea, told reporters that "most overseas businesses will leave the biggest discount and good goods to black five on the same day, and how to guarantee the preferential treatment ahead of time." in response to the foreign terminal, it is said that in order to attack the black five, the sellers will make advance stock in advance through the local retail system, which is equivalent to giving the discount to the Chinese consumers ahead of time, testing the integration ability of the supply chain of the foreign terminals and sellers.

More noteworthy is that the electricity providers rush to attack the potential behind the black five.

According to the reporter's observation, Amazon China has extended the whole black five promotion period to the end of November, in addition to the rush to rush ahead and the 72 hour black five rush storm in from November 23rd to 25th.

"Double 11" just ended, Tmall international, Jingdong and so on also launched the corresponding promotion and Thanksgiving season activities of black five, but Jingdong is

The independent shopping APP TOPLIFE did not take part in the black five, but remained in the fixed rhythm of new product listing, local bestseller, brand dynamics and so on.

Obviously, he was intent on creating a sense of isolation for the luxury brands he settled in. He did not want the whole army to fight.

Electricity supplier industry told reporters: "Tmall and Jingdong's goal is very clear, the key is in the competition" double 11 ", black five is the way to go, have to do.

Moreover, with the globalization of Ali and the global purchase of Jingdong, some black five consumption has been collected ahead of schedule.

Amazon, NetEase koala's platform for cross-border pactions, sales only in one, the deeper intention is to cultivate consumer stickiness, to keep consumers.

The key word of Amazon's black five this year is "real black five" and "cross border free mail", which is obviously designed for the pain point of Chinese consumers.

Amazon also obviously wants to push Prime membership service through black five.

According to public information, at present, the total number of overseas Prime products purchased by Amazon is 15 million. Amazon tries to tell Chinese consumers in black five. Prime members can enjoy not only year-end discount, but also unlimited cross-border and domestic free mail benefits.

Want to stick to users through black five, enhance the repetition rate of more than Amazon, NetEase koala launched the black five promotion, at the same time, paid black card members opened special channels, including advance purchase, exclusive price, coupons and other activities.

Prior to that, Zeng Bi Bo also revealed that the repeat purchase rate of black five users at Ocean terminals reached 6~7.

Faking difficulties

However, for most of the users, the discount rate and the efficiency of logistics stimulate the purchase.

According to the big data of China's e-commerce complaints and rights protection public service platform case database, Xiaohong book, Feng Chi Hai Tao, ocean ferry terminal, darling, jackfruit and other cross-border online shopping platforms are more prominent than the users.

"Double 11" before, Xiaohong book once again by NetEase aesthetics allusion to fake fake.

In response to such complaints, Xiao Hong's public relations department responsible person told an interview with our reporter that NetEase's aesthetics is not an objective third party platform, and belongs to competitors. Xiao Hong's book has taken no response to this storm.

About how to put an end to fake goods, the person in charge introduces Xiao Hong's book, mainly from the brand store's entry and self run bonded warehouse two pieces.

In terms of sources of supply, we cooperate with thousands of brands and enter Xiaohong book.

Including L'OREAL, Shu Village, Swisse, City doctor and other international famous brands.

In the logistics side, Xiao Hong set up overseas warehouses in 29 countries. The bonded warehouses in Zhengzhou, Shenzhen and Ningbo covered an area of more than 150 thousand square meters, and specially built REDelivery international logistics system to provide real-time logistics monitoring.

At present, there are many traps in cross border online shopping: first, counterfeit goods, there are problems in the channels of merchant purchase, and some businesses forge their own products, forged customs declarations, followed by false propaganda, and fake foreign goods go abroad for a lap to become overseas products; besides, there are also product quality problems, and the phenomenon of shoddy phenomenon exists.

Yao Jianfang, a legal rights analyst at the China Electronic Commerce Research Center, reminded consumers that when consumers found that the goods they purchased were fake, they needed to produce the original factory identification certificate, the brand identification report and the merchant's recognition of the merchandise's fake chatting records.

Consumption fatigue

However, compared with the painstaking efforts of the electricity supplier, the biggest enemy of black five is probably the enthusiasm of consumers to retreat.

According to public information, the "double 11" total network paction volume reached 2539.7 billion yuan in 2017.

Take Alibaba as an example, Tmall's "double 11" total paction volume has increased by more than 30% in the past two years, and the total paction volume in 2016 was 120 billion 700 million yuan, up 32% compared to the same period last year, 2017.

"Double 11" total paction volume of 168 billion 200 million yuan, year-on-year growth rate of 39.4%.

Jingdong, the old rival, is also surging forward. According to the Jingdong side, as of 24 o'clock in November 11th, the "double 11" promotion (November 1st ~12) has accumulated a total of more than 127 billion 100 million yuan.

National Bureau of Statistics survey data show that in 2016 the national e-commerce pactions amounted to 2 billion 610 million yuan, an increase of 19.8% over the same period last year.

From 2012 to 2016, the volume of e-commerce pactions increased by 34% in China.

Frequent discounts and promotions and electronic commerce are important reasons for consumers' aesthetic fatigue.

Behind the early rush to run and extend the promotion time, is the urgent mood of businesses and e-commerce platforms.

In the North American market, this year's black five is also very early.

The big cheap chain store JCPenney, Messi department store and so on all launched the black five promotion earlier than in previous years. Quite a few brands promoted the cycle to a week, but were not satisfied with the black five day's concentrated sprint.

Wells Fargo reported in a report that weak growth in real disposable income in the United States is a factor contributing to consumption weakness.

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