Ali, Jingdong, Suning And Other Mainstream E-Commerce Turnover Doubled Double Eleven Success

In 2016, "double eleven" came to a close, and data showed that the turnover of mainstream e-commerce providers such as Ali, Jingdong and Suning on the "double eleven" day was another success. However, in the industry researcher Xu asked, "double 11" Tmall sales grew only 32.4% year on year, compared with the growth rate of 59.72% in 2015. From the past four years, Ali's fourth quarter revenue data show that the proportion of "double 11" sales volume in the four quarter has increased year by year, and has reached 9.46% in 2015. However, the overall growth rate in the four quarter is not significantly different from that in the other quarters. "Double 11" does not bring new incremental consumption.

According to reporters here, this year's "double 11" period, Tmall The total transaction size was 120 billion 750 million, an increase of 32.4% over the same period, of which mobile terminals accounted for 82%, 657 million of logistics orders, and 120 thousand pens per second. It embodies the capability of integrating big data and the continuous improvement of payment technology. From the third party data platform, star map data on the 16 home appliance business platform for the entire network transaction scale of 177 billion, Tmall, Jingdong, suning.com, Gome, 1 stores, Amazon accounted for 68.2%, 22.7%, 2.2%, 1.9%, 1.3%, 1%. The top two of the electricity supplier is still being controlled by Ali and Jingdong.

Xu asked that this year's "double 11" growth rate slowed down sharply because of three aspects: first, the electricity supplier under the traffic dividend failure, the growth rate of the channel has slowed down, and the sales volume of the high base activities is much more difficult. Two, holiday promotion has touched the "ceiling", which is difficult to further gather the demand for a period of time to the special timing point. Three, double 11 always takes the large discount as the core selling point, and requires the brand side to cooperate closely on the scale of the stocking and discount. The future "double 11" is bound to further weaken the sales data and growth targets, and sales growth will gradually become closer to the overall growth of the electricity supplier.

Xu said that from the ranking of brand categories, traditional brands further consolidate their dominant position. Take the women's clothing category, which is the most concentrated brand in the Amoy brand, for example, the number of Amoy brands in the top 5 brands of "double 11" in the past 2013-2016 years is 4, 3, 1 and 1 respectively, with a significant decrease in the number. The mainstream online shopping crowd has been pursuing the cost performance to take into account the brand and quality. The failure of the flow bonus has led to the breakthrough of the new brand. With the strong brand recognition, the supply chain advantage and the stable customer groups, the traditional brand has obvious advantages in online channel cost, leading to a rapid increase in share.

Xu asked that this year, Internet celebrity The combination with the electricity supplier is also concerned by the market. This "double 11" live broadcast has become an important way of shopping guide diversion. Tmall has guided the live broadcast network to participate actively. Through the live broadcast, "seller show", red packets and coupons have been well utilized in the live broadcast. Net red shop sales are even more beautiful. In 2015, "double 11" Zhang Dayi's shop "my happy Wardrobe" became the only C shop in the net red shop crowded into the women's wear list of the whole platform. This year, it is even closer to the top 11 women's clothing in the whole platform.

In addition, this year's "double 11" Anna store annaitisamazing and Sydney shops were ranked tenth and fourteenth respectively. The strong rise of net red shops and the diversion effect of the net red combination mode such as live broadcasting are remarkable, which undoubtedly confirms the great potential of the net red economy. Cheng Weixiong, a senior observer in the clothing industry, points out that the decline of online traffic shows that resources are exhausted under the influence of technology and finance. The single channel export is not the essence of retail. Retail is not new and old, but only how to create experience platform in the use of technology iteration tools. Each brand changes to create new business opportunities according to its own resources and advantages and experience platform integration and user experience changes.

In Cheng Weixiong's view, the development of "double 11" has only been carried out to date. data The process of "double 11" is actually a brand promotion day. Clothing brand enterprises need to regress calmly in such a person's shopping activities. If the inventory is high, using such a festival to digest inventory can really recover cash quickly; but if it is just to sacrifice the gross profit margin for the sake of ranking, it will not be meaningful for the mature brand operation.

The industry researcher Xu asked further that this year's performance of "double 11" reflects more new trends in the retail industry in the future. Entertainment and IP economy become a bright spot, and sales growth tends to be consistent with the overall growth of the electricity supplier. The "double 11" has been upgraded from a previous business and consumer relationship to a level of culture, interaction, marketing and communication, and is expected to become a super IP in the future. The future "double 11" will further weaken the sales data and growth targets, and sales growth will gradually become closer to the overall growth of the electricity supplier. In addition, "double 11" is also a display platform for new models and new things. The rise of net red shops and the increase in cooperation between brands and IP means that fashion and personalized demand is breaking out. Small and beautiful IP brands will usher in new opportunities for development.