In Jingdong, Lynx spared no choice while fighting, Liu Qiang East and Ma also not idle, spare no effort to their own company 'assists'.
The double 11 in 2017 has come to an end, not only creating a series of records that set the record for refreshing history, but also becoming China's largest universal shopping carnival in the world and rewriting the consumption ecology in China.
Difference with the past is that this time a traditional retail store also really joined the wave of double eleven, unmanned supermarkets, offline flash, smart stores and other new retail debut also added a bit of this battle accident.
However, Jack Ma, chairman of Alibaba's board of directors, said: "Double 11 itself does not make any profit for us. Double 11 hopes to bring happiness to consumers, bring happiness to businesses and bring us technological improvements. Bring in organizational talent.
So, who really made the money? Who is the winner of this 'parade?' The so-called new retail is on the right track?
Word-making movement
For a long time before, retail was divided into two extremely opposites: online and offline.
Almost every double eleven inventory, will be mentioned online carnival and offensive deserted strong contrast.With the rapid development of mobile Internet, along with the continuous technological breakthroughs and consumer upgrade consumer service experience requirements upgrade , Some people keep asking how to get through online and offline, how to integrate, and where will the retail industry go in the future?
On October 13, 2016, when Ma Yun delivered a keynote speech at the conference in Yunqi, he said: "The pure electricity supplier era will soon end. In the next decade or two, there is no e-commerce. The combination of online and offline modern logistics can really create new retail.
A new essay movement followed vigorously.
Jingdong proposed the concept of 'unbounded retail', Suning proposed 'smart retail', and Gome played a new strategy of 'shared retail' that allows everyone to make money while cutting hands.
In this exam, online and offline reviewers of the 'Parade' are among billions of online and offline consumers worldwide.
According to Xu Lei, CMO of Jingdong Group, in the future, one person will face countless screens, scenes and entrances in the future, and the smart commerce will completely break the retail border and allow consumers to think and feel whatever they want. 'The unbounded represents the width, Means ubiquitous, all the time; precise representation of the depth, from the mass market to everyone's market, which is the future Jingdong saw the retail scene. "Xu Lei," China Economic Weekly "reporter said.
Starting last year, major e-commerce platforms and traditional retail stores started their large-scale exploration of new species including unmanned convenience stores, flash stores and smart stores, etc. Although the modes are different, everyone's thinking is Consistent - Take advantage of online data and optimize offline spending scenarios.
"China Economic Weekly" chief photo reporter Xiao Yi photo
Offensive Road
Obviously, a year of hard work and experimentation embodies the new breakthrough in numbers.
Lynx disclosed data show that the final turnover of Lynx Double XI this year reached as high as 168.2 billion yuan, once again refresh the record of the transaction 11. And its major rival Jingdong disclosure data show that the cumulative double under the Jingdong Double Eleven promotion Single amount of more than 127.1 billion yuan.
So close to the data, so that both sides once again played a war of words mouthless.
On the 11th of the same day, on the 11th of the same day, when Wang Shuai, chairman of Alibaba Public Relations Commission, was asked how to view the amount of orders reached by Jingdong Doublet up to 100 billion yuan, Wang Shuai said: 'Having to admit that the mathematics of Jingdong is very good, You can count a year's orders are counted as double the total amount of orders under the 11 activities, so the day's trading volume of Cats certainly exceeded the one year of Jingdong.
Jingdong Group CMO Xu Lei replied in the WeChat circle: 'Do not understand why Ali can be pre-sale for more than 20 days and then open a day sales, Jingdong can not open the door to do the sale is only 11 days shopping season sales. This is not a mathematical problem, is a logical problem. Ali has the ability to open the door to do business for more than 20 days, Jingdong only good ability to do business for 11 days.
The most eye-catching double dog this 'cat and dog war' from June this year continued until the end of the year, whether it is for businesses to be cruel 'second choice', or a huge variety of marketing wars, and later the gap There was no double eleven like that this year, the two were so close together that the battle was so fierce.
Among them, the two business leaders also spared no effort to assist God, staged a fierce 'offensive road'.
Starting from the second half of this year, Liu Qiangdong's social media shows that he seems to be the busiest one of the 130,000 employees in Jingdong.
Whether it is a short trip to 3 countries and 5 cities, even the time to eat, or continue to sound online, Huawei, hammer brands such as praise, but also for the Jingdong employees encouraged, Liu Qiang East over the past, 'overbearing President' image , Conducted "all-in-one alliance", frequently participated in various activities, and Lei Jun, Yang Yuanqing and other brand chiefs online and offline intensive interaction, but also and Sinopec, China Unicom and other companies to start strategic cooperation.
However, Ma with his movie "Gong Shoudao" once again triggered a hot media. Netizens lamented that "money is wayward, and can Invited half a circle of entertainment for their own dreams', but the 'Gong Shoudao' behind the subtle three words seems to experience little.
According to earnings reports, the recent substantial growth Ali, in the July 1 to September 30 within three months of revenue 55.122 billion yuan (about 8.285 billion US dollars), up 61% over the same period last year, non-US General Non-GAAP net profit of 22.089 billion yuan However, in the third quarter, Ali's four core businesses in addition to electricity business continued to make a comprehensive loss, of which the loss of 697 million yuan cloud computing, digital media and entertainment loss of 3.383 billion Yuan, strategic investment and other losses of 1.456 billion yuan.
Jingdong's earnings report shows that revenues, Jingdong third quarter net income reached 83.7 billion yuan, an increase of 39.2%; number of users, Jingdong in the past 12 months, the number of active users was 2.663 billion, an increase of 34%; the company Non-GAAP third-quarter net profit of 2.2 billion yuan, up 359% year on year, which is the most profitable since the establishment of Jingdong a quarter.
Obviously, the two fierce competition is still behind.
"China Economic Weekly" chief photo reporter Xiao Yi photo
E-commerce and store business
The double eleven, there has been an interesting phenomenon: Suning 4000 stores and more than 1,600 stores in the United States are vigorous participation, but also contributed considerable power.
Suning and the United States as the two major retail stores under the line of the year, under the online offensive represented by Ali, Jingdong, in recent years, said the e-commerce transformation will be repeated several times this double eleven, Suning and Gome once again assembled under the line High-profile store participating in the war, a great sense of historical reincarnation.
Suning provided to the "China Economic Weekly" data show that in the new retail battlefield in 2017, Suning will be double-11 frontline stretched, launched 11 days of carnival activities, the use of vendor resources, playing the whole network the lowest price card.At the same time, Suning launched Unmanned shops, robot delivery and other 'black technology', began to divert to the line.
Reporters visited the field found that the offline store is becoming a double eleven new battlefield was challenged by e-commerce entities have been questioned the physical shopping malls and shops, once again become the new scene to stimulate consumer desire.
After comparing the reporter found that Beijing's offline shopping malls in the discount on some of the goods more real, especially with the online dazzling advertising, notice and complex red envelopes compared to many physical stores not only play directly on the fold, but also free Provide courier service.
For example, Wal-Mart settled in Jingdong this year for the first time this year and more than 400 stores at the same time with a maximum of 50% off double 11 and the use of Jingdong and Jingdong home platforms to provide offline delivery services.This discount even more than many brands The official flagship store.
A manager at Beijing New World Shopping Center told reporters that in 2011, the double-line shopping mall became obsolete, the cake was eaten by the e-commerce business, but in the past few years, the line is no longer lonely. 'We are targeting online prices War, the introduction of the discount even more affordable, and the quality is better than the Internet, especially apparel, shoes and hats category, is still the best selling product categories.Part of consumers think that these products directly on-line store trying on than the line More intuitive. '
According to figures provided by Suning, offline sales, November 1 to 11 at 12 o'clock, store sales over the same period, a total increase of 168%; a total of 1.96 million customers, of which older members accounted for 65%, new members Accounting for 35%.
An even more interesting phenomenon is that online e-commerce broke the line and started to divert offline lines to open up new consumption scenarios.
During the period of Double 11, Jingdong distributed more than 160 Jingdong houses and Jingdong stores across the country, nearly 200 Jingdong Maternal and Child Experience shops, more than 1,700 Jingdong Bang service shops and over 5,000 Jingdong appliance stores.
Obviously, e-commerce and store business started online and offline interaction, from 'no fire and water' to 'love each other'.
Double 11 in 2017 has come to an end and will mark the 10th anniversary of Double 11. Next year, as CEO of Alibaba, Zhang Yong, the director of Lynx Twin XI, said: 'We hope enterprises will actively participate in the Double 11 It is not only for sales, but the value of brand building.It should be a society-wide festival, a consumer carnival, but its form must be different today.If two and one-three years later, as with today, Then we must be doing something wrong. '