The Taobao Market Is Now An Ant Soldier: One Day Business Is 4 Billion 380 Million.

One month after "double 11" promotion,

The hot selling story is the same.

First minutes after 12 zero, Taobao online also had 2 million 700 thousand users online, and 2 million 780 thousand pactions in 1 hours.

Ant ants on Taobao

On the day of singles' day, the Alipay system was tested, and the peak traffic of "double 12" led to a short period of partial blocking of payment interface at the beginning of the activity.

Alipay insiders revealed that sales promotion for first minutes, singles day paction record is 55 thousand, and "double 12" is 63 thousand strokes.

Alibaba technology sharing platform said that unlike the previous peak value fluctuating many times, "double 12" after the morning peak, the daytime flow is also very high.

This proves the strength of "ants and soldiers" in the Taobao market.

In fact, most merchants in Taobao market only take part in 50%~60% products discount, which is obviously not a purely price attraction.

The total paction volume of "double 11" Taobao mall is 3 billion 360 million yuan.

The Taobao market has set a 4 billion 380 million yuan on a single day.

Many shipments exceed "double 11".

A big seller of Taobao mall said he was surprised by the enthusiasm of small shops in the fair.

Because there are more merchants, price competition is more intense, profit margins are relatively thin.

Many of the big sellers of Taobao mall have also been very successful.

For example, 3000 pieces of mask are sold in 1 minutes, seven of which is snapped up more than 1200 pieces in 1 hours.

Green box CEO Wu Fangfang revealed that they only had 1 stores in the fair, but the income from single store was not weaker than last time.

The promotion of Taobao fairs began last year, and its date is set in December 21st. This year it will be divided into two waves of "double 11" and "double 12".

Why did they launch two big promotions in a month? Alibaba group said that the main reason is that the Spring Festival is early this year, and that the traditional commercial areas are the promotion season at the end of the year. The Taobao bazaar must take the initiative to take the lead.

An electric business executive said, "double 12" can foster Taobao bazaar and maintain traffic flow.

Because this year, the topic of interest distribution between Taobao mall and market has been widely concerned by the industry.

Promoting new platforms and new businesses may also be an important idea for Taobao.

A group buying industry executive believes that this promotion, Juhuasuan, which is newly independent and separate, is clearly a favorite. Taobao tries to infiltrate more local life services through it.

Juhuasuan is in the limelight.

According to Taobao's data, 1152 hours of group buying went into a 24 day rush hour, with a single day trading volume of 282 million yuan.

10 million 890 thousand of them came from 42 cities, such as beer, skittles and other life service orders, and 10 thousand tickets were sold for movie tickets.

Surprisingly, Taobao real estate channel has become a big seller, with a turnover of 1 billion 200 million yuan per day, and more than 150 participating countries in the country, with a total of 957 housing units.

E-commerce promotion addiction?

Taobao has made two big promotions in a row, "double 11" and "double 12" two days.

With the follow up of other appliance manufacturers, the online shopping promotions throughout the November to December have made consumers feel overwhelmed.

B2C insiders say that the appearance of "double 11" and "double 12" has helped the whole business define the annual sales promotion season.

Before that, there was no special promotion season for electric commerce. Although there was a tradition of promoting new year's day and Spring Festival in traditional commercial areas, it was rather low season for it.

Now, through the industry "people ignition", the pulling effect is very significant.

In other words, this can be seen as a whole food business to the traditional business format to grab food, but also to meet the demand of electric business enterprises at the end of the year.

Businessmen in Taobao bazaar have explained their needs with their actions.

Reporters learned from a number of sellers, before that, many market sellers jointly asked Taobao to organize promotional activities, "before the double 11 for mall merchants, the market also needs such an opportunity."

Even a number of sellers in Xiamen bought their own generators for the purpose of power outage.

A senior seller of Taobao said that the sales promotion was apparently aimed at grabbed a chance to enhance the visibility and scale of its own stores, and could choose more profit margins to participate in the product.

But he also said that successive large-scale promotions would also have an overdraft effect on consumption.

Frequent short - term sales and the resulting ups and downs will make businesses tired and increase logistics and other follow-up pressures.

And the accumulation of impulse spending during the big promotion period will bring higher refunds rate and other problems.

In addition, substantial promotions have different effects on different businesses.

An unnamed brand director of the Amoy brand said that for the pure panning merchants, a large sales promotion could attract a lot of traffic and purchasing power; for the big businesses that were crossing the two environments, the excessive sales promotion could bring another kind of harm.

Li Chengdong, an analyst at Pidu network, believes that after the stage of simple pursuit of momentum and scale competition in the industry, Taobao and other electric business enterprises can consider changing the way of the whole class "group charging" in the future, and choose to promote sales according to the vertical category, which is more needful and sexual, and also diverts unnecessary congestion.

In response, a number of Taobao sellers agreed, "such a large-scale promotion, business year to participate in a more appropriate."