From "Cheap" To "Quality Eleven" In Ten Years To Reflect The Changing Path Of Chinese Consumption

In November 11, 2009, Taobao mall pioneered the "double eleven" Shopping Festival in the name of "singles day" promotion. At that time, many people did not think that this day would become a "big day" that would affect future consumption.

In the past ten years, the "double eleven" has already gone beyond an ordinary Carnival of people's shopping. It represents and reflects the tremendous changes and vivid microcosms of China's economic pformation and social consumption upgrading.

How much to buy: the volume of pactions continues to rise, highlighting China's huge consumption potential.

A creative marketing has opened a commercial legend, attracting countless eyeballs, and the continuous soaring trading volume also confirms the unlimited potential of China's online consumption.

In 2009, Taobao was the first "double eleven". At that time, online shopping has not yet become a common practice, but it has created 50 million yuan sales in one day. 2012 is the "double eleven" explosion point, Taobao and Tmall.

Reached 19 billion 100 million yuan; in 2015, Alibaba group "double eleven" sales increased to 91 billion 200 million yuan; in 2017, the "double eleven" Tmall paction volume was 168 billion 200 million yuan, a record high.

From 2009 to 2017, the "double eleven" trading volume continued to climb behind the Chinese people's per capita disposable income rose steadily.

In 2017, the per capita disposable income of urban residents in China reached 36 thousand and 400 yuan, double that of 2009.

Cao Lei, director of e-commerce research center, predicted that in 2018, Tmall's "double eleven" sales volume is expected to exceed 200 billion yuan for the first time, including Jingdong and Suning.

Electronic business platform "double eleven" greatly promote sales will exceed 300 billion yuan.

According to a survey by Ao Wei, the overall confidence of consumers is still strong.

Compared with a year ago, 51% of Chinese consumers are expected to increase their spending on shopping in the "double eleven" Shopping Festival in 2018.

Behind the growth of the "double eleven" trade volume each year, the limit of the whole society's commerce, payment, logistics and services is constantly rising.

Zhang Yong, chief executive of Alibaba group, said that the "double eleven" has become a big business tour of the world, just like the Olympic Games in the commercial field.

What to buy: upgrading of consumption, from paying attention to price to pursuing quality

During the ten years, the life of consumers has been fully electronic commerce, and the purchase of commodities is becoming more and more high-end and quality.

Jingdong 2017 "double eleven" period, maternal and child class,

The order amount for such commodities increased by 55 thousand times and 12 thousand times than that in 2008.

The amount of orders for cosmetics, food, liquor and fresh products with higher quality requirements increased by more than 80% over 2016, while maternal and infant commodities increased by nearly 70% over the same period last year.

From the "bargain hunting" to buying quality, from impulse to stockpile to rational purchase, the concept of consumers has changed dramatically over the past ten years.

Jingdong big data show that before 2015, users hoarding goods were more obvious, mainly commodities and consumables. Since 2016, customers' unit price has increased during the period of big promotion, and the behavior of hoarding is continuing, but consumers are spending more and more. The discount price is not the biggest driving force of consumption, but for the sake of need, enjoyment and pleasure.

With the acceleration of the escalation of national consumption, the global purchase and purchase of the world has become a new trend of "double eleven" consumption.

2014 is the first year of "double eleven" globalization. In those days, 217 countries and regions took part in Tmall's global carnival.

Japan, Korea, Australia, New Zealand and Germany have become products exporters welcomed by Chinese consumers.

The survey and analysis report on the supply and demand situation of major consumer goods released by the Ministry of Commerce this year showed that consumers who accounted for more than 30% of the total consumption of goods accounted for over 20% of the total respondents.

At the first China International Import fair, Qian Fang Li, director of the Department of e-commerce and information technology of the Ministry of Commerce, said that where there are not satisfied needs, there is a market.

Under the dual driving of import consumption and online consumption, e-commerce will surely become an important platform for carrying out the upgrading of consumption.

With the popularization of e-commerce, tens of thousands of consumers have gone through the good life of "staying at home and buying the whole world".

Where to buy: online shopping normalization, online and offline integration into a trend

"Double eleven" originated from online, and has promoted the rapid development of online retailing in China for many years.

In recent years, with the new trend of new retail, smart retailing, unbounded retail and so on, Ali, Jingdong, Suning and other electronic business platforms have begun to strengthen online and offline linkage, and the competition between electronic business platforms has also moved from line to line.

From this year's "double eleven" campaign plan, online and offline has become the "standard": Tmall will have 200 thousand new retail stores in major cities across the country, and the next 1 stores under Suning banner. Jingdong will also join the next 60 stores and integrate online and offline resources to prepare for war.

"Double line fusion scenario interconnection will be the key to future development."

Hou Enlong, President of suning.com, said that compared with the simple online game in the past, smart retailing can provide consumers with diversified, personalized and scenario based products and services, and realize the integration of online and offline channels.

"Ten years," said Ye Junnan, director of the consultancy in Greater China.

In the revolution, "double eleven" inspired other online retail platforms to join in the fierce competition.

Today, Alibaba, Tencent and Jingdong have increased investment to build a retail network under the same line.

In the future, how to fully integrate and utilize these channels will be the key to maintaining growth. "

Behind the integration is the in-depth application of retail technology.

Cao Lei said that retail innovation extends consumer's concept of "buy and buy" space-time, which is the biggest difference between past sales and traditional retail sales. It is also the biggest attraction of "double eleven" entry into tenth years.