Tmall Double 11 Extended For Three Days, And The Per Capita Consumption Increased By 70%

The annual e-commerce carnival, double 11, came to an end.

The trading volume of tmall double 11 extended for three days was finally fixed at 498.2 billion yuan. This year, Jingdong maintained a 11 day double 11 day turnover of 271.5 billion yuan, an increase of 33% over the same period last year, which is a rapid growth rate in the past three years.

Each e-commerce company has its own methodology for the statistics of transaction volume. This year, you can't say exactly what the growth trend of tmall double 11 is. It is 498.2 billion yuan, which has been interpreted by the media in different ways. However, according to the per capita consumption scale, this year's tmall double 11 is indeed more powerful than that of previous years.

According to the calculation of active buyers of 757 million years previously announced, the per capita consumption of tmall double 11 reached 658 yuan, which exceeded the per capita consumption scale of Jingdong in at least four years.

A small episode is that in previous years, tmall double 11, whether CEO Zhang Yong or founder Ma Yun, will appear on the scene of media recording to exchange views and opinions with the media. This year, both of them are absent.

Digital turnover of the number of games, caliber has changed again and again

In 2020, the total transaction volume (Gmv) of tmall double 11 will reach 498.2 billion yuan. The turnover is much higher than last year's 268.4 billion yuan. But this year, tmall's double 11 has been increased by three days (11.1-11.3).

In interpreting the figures, Jiang Fan, President of Taobao tmall, said, "compared with the same period and caliber, Gmv during the double 11 period this year has increased by 103.2 billion over the same period last year, with a growth rate of 26%." According to Ali's press release, this is a rapid growth rate in the past three years.

Jiang Fan said that the transaction volume of the same period last year was 396.9 billion yuan from November 1 to 11, 2019.

That is to say, how much Gmv from November 1 to November 3 contributed to this year's tmall double 11. Ali did not choose to disclose.

There is also an obvious change this year that Ali did not release the transaction volume data in real time on the 11th. Up to 8:00 p.m. on the 11th, there were only two "record" data: the turnover of RMB 373.3 billion in half an hour (and on November 1-3), and the peak order of 0.083 million transactions / second.

Many media colleagues invited to the scene have the same confusion: tmall's double 11 this year seems to be more "calm" than ever.

We media "look at the world from the horse" believe that the sales of tmall double 11 fell by about 36.5%.

The we media wrote: on the double 11 day in 2019, it broke through 70 billion yuan at 0.29 minutes and 51 seconds, and the last 24 hours was 268.4 billion yuan. In other words, in the next 23 hours and 30 minutes, the turnover reached 19.4 billion yuan.

This year's double 11, 0.30 split turnover was 372.3 billion yuan. In the next 23 and a half hours, the turnover was only 125.9 billion yuan.

It is difficult to define whether the growth of tmall double 11 is good or not. But take a look at its peers. Jingdong, which has also ended the double 11 curtain, has a sales promotion turnover of 271.5 billion yuan in 11 days in 2020, with a growth rate of 33% -- a rapid growth rate in the past three years.

The year 2020 of Jingdong is called "turning over". Double 11 data performance, directly reflected in the capital market: after the opening of the stock price rose 3%, while Ali slightly rose 0.4%. In fact, the market value of Jingdong has increased by 133.7% in 2020, which is one of the few medium cap stocks with better growth. The market value of another household appliance manufacturer, pinduoduo, has increased by nearly 200% in the year.

The theme of this year's tmall double 11 is "double truncation sticks", which means two waves of discount time, November 1-3 and November 11. According to the media, the statistical caliber of transaction volume is to exclude all transactions except cat real estate business during this period, that is, the total transaction volume of all businesses under Ali, such as tmall, Taobao, special edition, Fama, HEMA, and the offline stores invested by Ali, such as Yintai and RT Mart.

Ali's digital interpretation official said that the increase of three days is to allow businesses more time to sell goods. Of course, there are also many people in the market who believe that prolonging the time of double 11 is due to the tight traffic of the platform itself and the lack of consumption momentum.

No matter how the game of facts changes, it is clear that the per capita consumption of double 11 has indeed increased this year.

According to the transaction volume of 498.2 billion yuan, the per capita turnover of tmall double 11 this year is 658 yuan, while that of 2018 and 2019 is 355 yuan and 387 yuan respectively.

By comparison, this year's double 11, Taoxi's per capita consumption power exceeded that of Jingdong for the first time in nearly four years. According to the statistics of public data, the per capita turnover of Jingdong's double 11 in 2018, 2019 and 2020 is 523 yuan, 611 yuan and 650 yuan respectively.

　 In 2011 and 12 years, those with traffic access participated in the e-commerce carnival

Different from Alibaba Jingdong, pinduoduo, as always, did not participate in the number game of turnover: no Gmv, no brand, no store sales growth. Previously, a pinduoduo employee thought that pinduoduo was doing every day, not just in a festival. "618 every day, double eleven every day." Chen Qiu, vice president of pinduoduo, said.

That said, pinduoduo updated its logo before double 11, with a brighter yellow at the bottom to emphasize the arrival of double 11.

It has been 12 years since Ali created a double 11 in 2009. Ali's double 11 evolved from Taobao Mall's double 11 to today's tmall double 11. From the original only one-day "Carnival", extended time into "Carnival season".

In the past 12 years, the online shopping platform has been evolving.

Today, everyone can sell, and every star is selling. It's hard to say where the home of double 11 is and who is the protagonist. In the dazzling subsidy game, there are also stars and "e-commerce party". On November 11, there will be double TV shows of China Eastern TV and Jiangsu TV Co., Ltd.

Some colleagues jokingly said: stars are not enough to be allocated, will there be a "two out of one"? Of course, in addition to the mainstream e-commerce, tremolo express also participates in double-11. Maybe 11 days later, you can also see the turnover brought by the short video platform.

In fact, the competition for e-commerce is dazzling. Now, basically every company doing traffic business has started e-commerce. The fast hand of short video, chattering sound, social giant wechat and its small program, meituan Baidu and other Internet giants also began to layout e-commerce business.

On January 9, 2020, wechat announced the transaction data of small program e-commerce for the first time. In 2019, the transaction volume of wechat app e-commerce was more than 800 billion yuan, with a year-on-year growth of more than 160%.

The turnover of RMB 800 billion is almost a concept of pinduoduo. During the 12 months ending September 30, 2019, the turnover of pinduoduo's platform was 840.2 billion yuan.

In other words, it may be difficult to determine the third largest e-commerce platform except tmall Taobao and Jingdong with a turnover of more than one trillion yuan. After all, fasthand, which has submitted the prospectus, has repeatedly claimed that fast e-commerce may become the third largest e-commerce platform.

According to the "2020 fast e-commerce ecological report" released by fasthand on November 10, the turnover of fast e-commerce has increased by 1000 times in two years. Compared with January and August this year, the number of orders of express e-commerce increased by 254%, the number of merchants increased by 74%, and the number of buyers increased by 68%. In the first half of 2020, the average monthly repurchase rate of buyers will reach 60%.

In the era of nationwide live broadcasting and goods delivery, basically as long as the companies engaged in traffic business have started e-commerce, which also shows that there is no platform where there will be forever loyal consumers. And each platform selling goods will constantly use all its strength to attract consumers and merchants.

In fact, in the era of demographic dividend, e-commerce platforms are looking for new growth engines. Now, the "war" of e-commerce has been burning into a new "battlefield": fresh food shopping and community group buying. As you can see, companies engaged in traffic business are not only doing e-commerce, but also buying fresh vegetables and community group buying: Didi, meituan, pinduoduo, Tencent's increased investment, and Ali's constant emphasis on local life

>>Enter the double 11 shopping mall