Tmall Double 11 Of 10Th Anniversary, Ideal Life Offline Offline.

In October 20th, the Tmall double 11 global carnival was officially launched in 2018. Tmall double 11 from ten years ago, it has become a national shopping festival and topic focus. The number of GMV on double 11 days has risen from 52 million yuan in the first year to 168 billion 200 million yuan in ninth years.

Behind the explosive growth of Tmall's double 11 is the overall development of Chinese electricity providers. It can be said that these ten years are just the fastest ten years of China's electricity supplier development. From the 263 billion yuan in 2009, the retail sales volume of China's electric business has increased to 7 trillion yuan in 10 years, and the growth rate over 10 times over the 10 years is enough to make most industries unable to catch up.

The development of e-commerce also promoted the popularization of online payment and even mobile payment. In 2017, China's mobile payment scale exceeded 15 trillion US dollars, compared with the mobile payment volume of hundreds of billions of dollars in the United States. The popularity of mobile payment further broke the wall under the line.

In such a new retail era, the online and offline industry is no longer clear-cut, just like everyone's life will never be cut off online or offline.

From changing consumption habits to changing lifestyles

The superposition of commercial society and culture often brings traditional shopping festivals, such as black Friday in the United States, such as the purchase of new year's products before the traditional Chinese New Year.

In November 11th, Tmall re defined a new shopping festival 10 years ago. Of course, Tmall itself did not create festivals in order to create festivals, but rather to make it easier for users to reach their ideal life conveniently and conveniently.

Through double 11, Tmall first changed the habits of many users. The most typical example is that many users have made plans for what they have in their dual 11 shopping cart since October.

In addition to the change in spending habits on time, perhaps more important is the change in the category and lifestyle of users.

As Jing Jie, President of Tmall, saw, "the price is still important, but if you can't bring your ideal life experience products, you can't buy it if you have a lower discount."

With the growth of Chinese consumers' purchasing power and the change of consumption psychology, the price may no longer be the sole user purchase decision factor.

Indeed, through double 11, users can obtain more inexpensive goods and services at lower cost, whether from traditional old brands or from exotic foreign brands.

But in such a process, the lifestyle and habits of users are also changing quietly.

Last year, in Tmall's double 11, the first place for men's presale was Aape. The eighth place was the young Chao UNDER GARDEN, which was endorsed by Wu Yifan. In May, STAYREAL, which was founded by Tian Axin, had also hit the fifth place in this list.

Canadian media scholar Mcluhan once said, "the media is an extension of human beings", and today, cats are also becoming an indispensable part of many people's lives, so that ordinary consumers can break the limitations of time and space to get the ideal life they want.

From changing the concept of channel to changing the business ecosystem

For brands and distributors, double 11 is not just a pioneer in e-commerce, but also lets a large number of brands notice the value of online traffic and channels, so that they can shift their focus of sales channels to online.

Take the traditional Chinese brand old five Fong Zhai as an example, in 2017, the sales volume of the whole business channel of Wu Fang Zhai was 450 million, while Tmall contributed more than 300 million yuan, and the channel of the five Fong Zhai online was revitalized. To a large extent, it benefited from the cooperation with Tmall in other promotional activities such as double 11 and 11.

More importantly, this change is not just a change in the channel. Through big data and intelligent logistics, Tmall is reshaping the traditional business ecosystem. From terminal retail, it has always affected the definition and design of commodities.

In this year, Tmall has brought the six brands of toilet water brand and the cocktail brand RIO to a "matching match". The 5000 products developed by the three sides of the six spirits cocktail were sold short in 17 seconds. Thanks to this creative activity, the number of visitors in the six spirits store has increased by 89%, and the number of visitors in RIO shop has increased by 264%.

Luzhou Laojiao perfume, spicy lipstick, Wanfu cleansing oil...

In such a case, the business ecosystem is also reshaped by Tmall, some old brands are booming, some new forces are emerging from the new ecosystem, and some niche brands have also found their more suitable audiences based on data. From the first 11 brands in 2009 to 27 brands in this year, Tmall's double 11 has become a global brand self show event.

The final result is the improvement of the whole business ecological efficiency.

As Ali CEO Zhang Yong said, "in the era of digital economy, let the world have no difficulty in doing business", which is perhaps the biggest vision of Alibaba, and the change of this business ecosystem has never been limited to online.

Ideal life never line up.

It is easy to see from the participation of players and gameplay of Tmall 11, the boundaries between online and offline have become more and more blurred, and the definition of double 11 is no longer limited to online, and is no longer limited to physical goods.

Double 11 is changing not just the retail industry, but also the service sector, covering all aspects of consumption.

This year, double 11 or 12 cities will be built as the ideal city for new retail. In these cities, there are 100 top tier business circles, and 20 stores have been digitally pformed. The 200 thousand new retail outlets will be deeply involved in this activity.

"The whole new retail will really participate in Tmall double 11, and the biggest difference for consumers is that they can feel the demand for commodities in a better life and feel that they can feel these products online and make decisions again."

Tmall president Jingjie described the changes brought by the new retail sales to double 11.

At the same time, Tmall App has also made a corresponding revision. In the ideal city of 12 new retail outlets, the user picks up the cell phone to turn on Tmall APP, shaking the top covered business circle, and receives all the digital stores' interests, benefits, goods, services and other information within three kilometers. The wall under the line is being levelled by Tmall.

With the deepening of the retail industry, experience is becoming an important consumer decision-making factor, and the introduction of new retail allows users to experience the experience of different goods and services in many scenarios, which is not a substitute for traditional retail or online sales.

And after the experience, the purchase decisions are always more prudent, the users' ultimate satisfaction will be higher, the return rate will be lower, in a sense, it will also improve the efficiency of the whole social commodity circulation and avoid a lot of unnecessary internal friction.

New retail has never been a slogan, and Tmall double 11 allows more users to feel the difference between new retail and their lives.

For users, they never come to need pistol drill. What they need is the hole on the wall. This way is more in line with the user's ultimate demand in consumption, and the delivery of goods or services really leads to their ideal life. As today, cat double 11 pushes everything closer to the end.