E-Commerce Companies Are Accumulating Strength For "Double 11". Why Does "Double 11" Last Forever?

Although this year is a special year, the head platform of e-commerce has not weakened at all“ Double 11 ”We have even started our campaign ahead of schedule——

On October 20, tmall announced that the global consumption season "tmall double 11" was officially opened and pre-sale was started on October 21; on October 19, Jingdong talk show conference sounded the clarion call of "2020 Jingdong 11.11 global love season" in the form of a talk show, and officially announced the play method of "double 11"; also on October 19, Suning e-buy also launched The press conference of the "double 11" Carnival will be held on October 26.

We can see how much strength each e-commerce platform has made in this year's "double 11", and we can also foresee that the turnover of this year's "double 11" will not be small. It can be said that the atmosphere of "double 11" e-commerce war is getting stronger and stronger.

"Double 11" is a phenomenal event of the rise of China's e-commerce. In 2019, Tmall In the first 14 seconds of the "double 11", the turnover exceeded 1 billion yuan; in 1 minute 36 seconds, the turnover exceeded 10 billion yuan; in 17 minutes and 06 seconds, the turnover exceeded RMB 57.1 billion yuan, exceeding the whole day turnover of "double 11" in 2014. This is the "Chinese miracle" of retail industry, which fully reflects the characteristics of China's super large economy.

Zhang Zong, director of the E-commerce Research Institute of Shanghai Dianbao e-commerce Co., Ltd., said that "double 11" has made consumer behavior network, festival oriented and sports oriented, which has promoted the development of China's macro-economy. So, how was such a "double 11" that people reveled in and benefited the national economy? Here we have to mention one person - Zhang Yong.

In 2009, Zhang Yong took over Taobao Mall. This year is the second year of Taobao Mall's birth. Many consumers don't know the brand. Zhang Yong wants to make consumers remember "Taobao Mall" through an activity or an event. " He and his colleagues chose November 11 as the time of the event, because it was between November 11 and Christmas, which was an ideal time for promotion. The "global shopping festival" was born.

Now, "double 11" is no longer the "exclusive Festival" of Taobao tmall. All the major e-commerce companies have joined the battlefield and have achieved good results——

Last year, Jingdong revealed that the cumulative amount of orders placed exceeded 165.8 billion yuan at 9:00 on November 11. As of 23:59:59 on November 11, the cumulative amount of orders placed by Jingdong "double 11" exceeded 204.4 billion yuan. In Suning, during the period of double-11, online orders for household appliances increased by 79%, online orders for TV increased by 68%, online orders for refrigerators and washing machines increased by 77.2%, and online orders for air-conditioners increased by 77.2% It increased by 120% year on year. The sales volume of Suning department store increased by 166% and the order volume of Suning supermarket increased by 287%.

So why is double 11 so successful? General manager Zhang believes that there are mainly the following points——

1、 From the perspective of consumers themselves

Online shopping mode saves a lot of intermediate links, so the price of online goods is much lower than the price in reality. Consumers will always choose low price when they choose the same goods. In addition, you can visit more than 100 stores in a day without going out. There is no time limit, and you don't have to carry heavy shopping bags all over the street. In a comprehensive comparison, online shopping really can arouse consumers' desire to buy and make them more happy than offline shopping.

2、 From the perspective of network publicity

After the promotion climax of tmall's national day, the preferential information of "double 11" is full of social software such as the website and microblog of tmall Taobao. The effect of this targeted media publicity environment is accumulating day by day for the arrival of "double 11" promotion activities, so that more and more people can know and participate in it.

3、 From the perspective of marketing

In addition to all kinds of communication channels Double 11 The red envelope is also a very important tool to constantly promote the festival atmosphere, and the design of the red envelope has a social attribute - we can see that in order to grab the red envelope, people keep forming teams and "asking for praise". This kind of scene takes place in the office room, in front of the dining table, in the chatting and gathering... The festival atmosphere of double 11 is also In this spread and frolic, a little accumulation, a little fermentation.