On this e-commerce platform's "Harvest Festival," Jingdong, which first released the double-11 'battlefield report', was hit by opponents during the double 11 defeat. Wang Shuai, Chairman of the Public Relations Commission of Alibaba Group, commented that 'Jingdong Mathematics is very good' Implicit in Jingdong statistics is 11 days of data; Subsequently, Jingdong Group CMO Xu Lei in the circle of friends 为: Why your home can be pre-sale more than 20 days, and then count the day's sales.
Behind billions of sales data: growth pressures appear
At 0:00 on November 12, Alibaba unaudited data show that on November 11 all day, 2017 Lynx dual 11 Global Carnival total turnover (GMV) reached 168.2 billion yuan, the mobile terminal transactions accounted for 90% , The turnover of 168.2 billion yuan, an increase of 39% compared with last year, more than double the volume of transactions in 2009 increased by more than 3000 times.
At the same time, Lynx dual 11 'billion club debut, 167 brands become members this year.Apple occupy the top of the turnover, the United States, millet single-day turnover exceeded 2 billion yuan.
Jingdong also began to disclose the transaction data this year.On November 12 at noon, Jingdong announced that from November 1 to November 24 held at Jingdong Global Goodies Festival reached 127.1 billion yuan, the day 85% of orders have been achieved Production of the library.
Due to different statistical caliber, Ali executives said Jingdong 'play digital games', while Jingdong counterattack Ali 'engage in reservoir sales'.
Behind the bickering, is the two major e-commerce giant mutual restraint, double 11, some brands began to face the need to have a second choice between the Jingdong and Ali decision.
By the end of September, Only, Vero Moda, JACK & JONES, SELECTED of Acer Group closed the Jingdong store and sent text messages to consumers that Jingdong store could not continue its service due to business adjustment.And then, Wanda, Jeanswest, GXG and other apparel brands have also announced the exit from Jingdong.Industry sources, a number of apparel brands to exit Jingdong with the pressure from Tmall are not unrelated.
Behind each other is the slowdown in the growth of e-commerce, data from China's National Bureau of Statistics in 2016 shows that the scale of online shopping transactions increased by only 1.8% year-on-year.
Even if the electricity supplier annual traffic climax 'double 11' heat is also reduced, according to the calendar year Alibaba double 11 transaction data show that although the total scale of platform trading volume rose slightly this year, but had continued for 4 years in a row Slowed down.At the same time, 'double 11' keyword Baidu search index fell for two consecutive years.
'Both the big platform and the small platform are faced with the crisis of depletion of traffic.' A domestic first-tier E-commerce executive said the Internet traffic bonus period is over.
Institutional data: Ali Jingdong market share declined slightly
On the 12th, the chart data monitored 20 B2C e-commerce platforms, with total sales reaching 253.97 billion yuan in double-net in 2017 and generating 1.38 billion parcels. In the double-11 sales, Lynx's sales accounted for the entire network The proportion of 66.23%, accounting for 21.41% Jingdong.
The 2016 chart data show that 'double 11' the day the whole network sales finally 177.04 billion yuan, Lynx / Taobao accounted for 68.2%, Jingdong accounted for 22.7%.
Therefore, according to the chart data, compared with the data in 2016, the size of the whole network double-11 transaction volume increased by 43.45% over the same period of the previous year, of which Lynx 168.2 billion, an increase of 39.35%, the market share dropped by 2 percentage points Jingdong increased 35.4% Share decreased by 1.3 percentage points.
■ reporter observation
'Black Technology' change double 11
Pay peak 256,000 / second, peak database processing 42 million / sec, which is early morning of November 11, Lynx double 11 just started the world carnival 5 minutes 22 seconds generated data.
Behind the large number of double 11 orders, there is a higher demand for pre-inventory, logistics and backstage technical support, which is more of a stress test than the selling of goods.
Stress Test: Alipay from Alipay
From the optimal cost point of view, the Double 11 Shopping Festival is not the best selling choice for e-commerce, but now, why the initiator Ali, later Jingdong, as well as the previous good at offline Suning, Gome are war? An explanation of the point of view Yes, this is a stress test initiated by the e-commerce system.
Tmall, for example, the shopping end of the Lynx is just an appearance behind the Alipay, rookie, Ali, a stress test.
After the user orders, the first test is Alipay.
In the early morning of November 11, 2017, Lynx double 11 global carnival just opened 5 minutes and 22 seconds, the new payment peak was born: 256,000 / second, an increase of more than 1 times last year, once again set a new record in the world Database processing peak, 42 million times / second.
42 million times / second means that Alibi processed 42 million requests smoothly in the second of the payment peak.
And all the network transactions, payments, logistics exchanges, will eventually converge to Aliyun, Ali cloud is the ultimate system pressure.
In 2017, when machine intelligence surges, chief technology officer Zhang Jianfeng of Alibaba Group has issued a very fresh KPI to the human commanders under his command - 'For 11 nights, everybody's main task is to drink tea.' Ali early layout in the black technology this year double 11, massive orders behind the smart customer service, smart shopping guide, intelligent picking officer, intelligent delivery staff and other functions of the depth of the layout.
Kung Fu turned to the line: the use of black technology line under the diversion
Suning has 4,000 stores, Gome has more than 1,600 stores.Suning, the United States, the two major retail stores under the line stores, Ali, Jingdong, represented by online offensive, had to catch the electric car.However, history It is inevitable that the reincarnation of the Suning, the United States struggled to turn the wire, traffic dispute presents a trend of the Red Sea, and then look back, Ali has been diverted to the line.
In the double 11 night outside the venue, Ali demonstrated Lynx magic mirror, virtual shopping cloud.
Reporters on the scene saw the Lynx magic mirror is a combination of face recognition technology such as virtual test equipment, you can choose from the toolbar on the right side of the screen orange, nude, pink and other colors of lipstick, and then Lynx mirror You can put the makeup of your lips corresponding color, if you like this product, you can put a key into the shopping cart, the direct purchase.
In fact, this feature could have been achieved on the phone screen, why do we have to engage in a cumbersome machine to the line? Alibaba booth staff explained that this is actually to help the next mall diversion.
Similar shopping cloud platform, Ali and Casio cooperation, offline counter can display the limited style, customers can browse more models on the cloud platform, these machines can be seen in Intime.
With increasingly scarce online traffic and high costs, Suning and Gome are busy online, but they ignore the depth of offline value mining.
In the new retail battlefield in 2017, the major companies have also laid the line, so it seems to allow Suning to see the value of the line .Reporter noticed that Suning double prearranged layout this year, moves frequently. Long, the introduction of eleven days carnival activities, the use of vendor resources, play the lowest price card network. Suning also synergy group six major industries, holding football friendly match, Suning Tesco evening activities such as hair force double 11. In the industry have introduced unmanned Stores, robotics and other black technology delivery, Suning also follow the pace of the industry.
Express outlets life and death racing
The other end of the double 11 big promotion, is working overnight and double the income of couriers.
Busy with no time to the toilet, 'a front-line courier told reporters that during the double 11, courier volume will be usually three to five times the speed of outlets can not keep up with the shipment to reach the outlets,' in order to have less restroom Dare not drink more water.
'Double 11' for the courier means overnight work and double the income for courier outlets boss, it is a matter of life and death of the network's challenge.
'Stay in the past is alive, but the past is dead.' Beijing a 'Mastery Department' courier outlets boss said that if the outlets due to lack of personnel or vehicles led to the backlog of goods, that is, warehouse explosion, will make the site face a huge amount of fines from headquarters .
With the sharp increase in the volume during the "Double 11" period, the labor cost of warehouses is even more geometric growth, after many courier terminals started recruiting workers one month in advance, and some outlets even hired 'literacy' recruitment slogans Reporter found that, SF, Zhongtong, tact, rhyme, STO outlets there are new direct training without training.
State Post Bureau on its official website on the 10th released the "courier service peak season on consumer spending tips," pointed out that with a number of electrical business focused on 'double 11' promotional activities, courier traffic will peak in the near future is expected November 11 By the 16th, the entire industry will handle over 1.5 billion mail and express mail traffic, and the peak network pressure will occur from November 11 to December 12. The maximum daily processing volume may reach 3 times of the daily processing capacity.
■ Consumer said
Fancy promotions Tu Tuo
Consumers lament that IQ is not unworthy of double 11
'See I want to throw a cell phone', a consumer in the circle of friends sigh this year's 'double 11' during the pattern of complex, complex rules of concessions. 'Deposit Expansion', 'cross-store coupons', 'torch red envelope' , Compared to the previous direct discount, this year's 'double 11' opened the week before, Taobao, Jingdong e-commerce platform launched the 'tricks' game attracted a lot of Tucao.
At the same time, some merchants introduced pre-sale model there are more restrictions on vouchers, does not indicate non-refundable, opaque and other issues.
'IQ is not unworthy of double 11.' One consumer laughed and said that the complicated discount rules during 'double 11' made him choose to abandon the purchase of goods. 'After half a day, there was no bargain for a few more,' he said. Of the half-price discount, discount this year's double 11 count down is not large, 'most are eighty percent, half of the basic is to inventory.'
Insiders pointed out that the complex rules on the one hand to increase consumer enthusiasm for participation; the other hand, is to create barriers to parity between consumers on different platforms.
It can be seen that during this year's double 11, many consumers showed a more rational attitude to online shopping. 'Do not want to discount, do not want to discount', consumer Mr. Guo pointed out that even double 11 also can not escape 'a Money a share 'truth, so in order to buy more discounts on discount products are often impulsive.
During the double 11, the hoarding of commodities just became a consumer choice, a good way to save money.
Another consumer turned to the line. More and more offline stores are also introducing various discounts. 'Shopping (experience better), but also eat and drink', she said, in order to discount stay-up orders have been detached The essence of shopping.