Questioning Double Eleven: When Dazzle Report Cards, What Are The Giants Worried About?

The clock goes back to 2005, the summer of super girl rampage. At the end of the game, Li Yuchun rarely turned around and looked at the big screen. Afterwards, this action was read by many people: when the champion is near, the cool girl will be afraid of losing.

This is like the nearly two years of electricity giants - Double eleven that day, Tmall official micro issued a total of 10 micro-blog, of which 7 in the "dazzle" GMV. Jingdong's release is also focused on "accumulative order amount exceeding 204 billion 400 million".

In addition to the bright figures, the marginal effect of dual eleven stimulating new consumption demand seems to be decreasing.

01 everywhere GMV: language poverty of e-commerce

This year's double eleven, a lot of "cut a knife" has not yet been out of sight, Ali has played the "social help" playing a superb role. Even if he made up his mind that "the East is not Buy", he was coerced by his family friend's cover code.

Because the ceiling was not set up, the users of "red eye" even pulled their bags out of their pockets. Then, in the face of this game of most people's total loss, more and more people abandon buildings and sell buildings in the absence of hope. Even though they are repeatedly shielded, a selling industry chain is still springing up in micro-blog, leisure fish and other platforms. To a certain extent, the selling tide is a spontaneous market correction, and it is a collective vote against the so-called "social assistance".

The double eleven rule in previous years has been as complicated as the number of questions. This year, it joined the wish list, meow meow coin, and gowns. Although there is a view that this is Ali in the fight for the sinking market, and the domestic Internet retail has entered the stock market wake up and tap the potential stage, only through this collective carnival, in order to mobilize non active users.

If these gameplay is to squeeze the stock market out of the net, it also means that the marginal effect of the new demand and the new mode of double eleven is decreasing.

As expected, GMV accounts for more and more of the dual eleven electricity supplier's discourse system. On the day of November 11th, 7 of the 10 micro-blog released by Tmall officials released the volume of transactions. The Jingdong said it was "from 127 billion 100 million yuan in 2017 to 159 billion 800 million yuan in 2018, and then to 204 billion 400 million yuan in 2019, which has increased from 25.7% to 27.9% over the same period."

The glittering numbers are filled with the poverty of the naked eye - participation in a 200 billion big project, which does not make much sense to most consumers.

02 WAL-MART's counterattack and Suning's layout

Up to now, "black five" has been hard to compare with double eleven, but it is not without reference significance to the current Chinese retail market.

Retail analytics company First Insight conducted 3 consumer surveys in December 2017, September 2018 and September 2019. The proportion of online giant Amazon consumers dropped from 80% to 40%, while WAL-MART's shopping grew from 47% to 55%.

The attitude of consumers has also been projected onto the capital market. Amazon shares have risen about 19% this year, while WAL-MART's share price has risen by more than 26%.

In the past few years, we have not heard much of Amazon's move to the next line, and have been watching the transformation of WAL-MART's e-commerce. At least on the "hard side" of online offline scenes, Amazon's "reduced dimension hit" has not been able to take advantage of WAL-MART. An unnoticed detail is that about 12% of WAL-MART's online orders are sent by APP in WAL-MART entities.

Here, we have to mention Suning. Although the outside world has been talking about Zhang Near East's "suing to do Amazon + WAL-MART", but Suning is indeed carrying out the action, and completed the retail layout of the whole scene in 10 years.

Nowadays, suning.com APP, Suning Plaza and Suning shop have become Suning's most important scene Internet portal. In the field of social marketing, consumers can more accurately touch the products they need based on a series of tools such as Su Xiao, Su Ning and so on.

Specific to the vertical service area: in the comprehensive shopping scene, Suning has suning.com official flagship store (cat Ning electric business); in the field of social business, there are Suning to buy; department store shopping level, suning.com PLAZA (Wanda Department Store); home appliance 3C consumption, suning.com electric appliance store and Japan LAOX; home household consumption, Hygge, Suning poles and so on; in content services, PP sports, regardless of the number of copyright or live broadcast operation, belong to the first platform in China.

In addition, Suning not only covers a wide range of businesses, but also has many levels. There are Carrefour stores in the hypermarket, where there are more sophisticated products than those in the Soviet Union. The convenience of the community is OK convenience store and Diya daily. In maternal and child, sports, automobile, entertainment and other scenes, Suning also has many formats such as red children, Suning sports shop, Suning automobile, Suning movie city and so on.

03 scenes two Eleven: different transcripts

In fact, there are not many enterprises that see this new growth pole.

Ma Yun continued to sell "new retail" before retiring. He also changed from "under the line to the next line," and became "under the line, not who ate who, but should embrace each other", and launched a series of actions, such as layout box, horse and big RFA.

Ma Yun's urgent online layout is to break through the restrictions of the scene, but the fact is somewhat awkward: in May 31st of this year, the box shop in Suzhou Kunshan Yueyue square closed. In March of this year, Gao Xin retail released the 2018 annual report, the company's share price plummeted, and embarked on the endless road of innovation and low.

The old logo of "Da Yun Fa" is "fresh, cheap, comfortable and convenient". Now it is changed to "professional, texture, cost-effective, new retail". As the reformer's big ROFA, it only put the "new retail" in the last place. In this year's double eleven press conference, Tmall and Taobao President Jiang Fan did not even mention "new retail" but focused on "new consumption".

Other giants are constantly throwing and abandoning the concept. Suning is still committed to the scene of retail sales. This year's double eleven, Suning launched the "1 hours scene life circle", and created a "1 km 30 minutes lightning distribution + Su Ningquan format 1 hours to reach" product "anytime", serving 18 cities 230 million people.

This year Suning's scenes are double eleven, with more than 13000 stores participating. Suning square and suning.com Plaza on the 11 day passenger flow exceeded ten million, for the first time to participate in Suning double eleven Carrefour China, a total sales of 3 billion 120 million, the new on-line compliance center orders reached 2 million 40 thousand.

Suning's billion dollar subsidy scheme has attracted more than 500 big names in the world during the double eleven period, sending out over 50 million coupons. 17 million users enjoyed Sunday's "overlord meal" and 28 million people participated in the "whale finding" every day. Thanks to many welfare benefits, Suning added more than one million Super members on the 11 day, and the number of Super members shopping exceeded 5 million. In addition, in terms of services, during the double eleven period, the sum of sunning life helped increase by 674%.

Double eleven should not only be GMV, but also a variety of scenes and services under the wired line. Although it is also a figure, Suning's double eleven "report card" is quite different from other electricity suppliers.