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Double 11 consumption nearly trillion! 100 million people witness digital logistics, and the "balance payer" receives goods faster? Seven trends of shopping Carnival emerge

2020-12-07 19:22:19 Aliyun yunqi

source : Broker China author : Duan Jiuhui

 

Chinese people buy and buy , During the period of double 11, the trading volume entered the era of trillion yuan for the first time .

This year's double 11 is divided into two stages ,11 Pre sale started at the beginning of the month , On the one hand, it eases the pressure of delivery , On the other hand, in marketing, businesses have two waves of intensive marketing opportunities to drive more sales . Official data show , During this year's double 11 (11.1—11.11), Transaction volume of Alibaba tmall 4982 One hundred million yuan 、 Jingdong Mall has accumulated transactions 2715 One hundred million yuan , Plus Suning e-buy 、 Transaction volume of pinduoduo and other e-commerce platforms , This year, the total transaction volume of consumers during the period of double 11 may be close to one trillion yuan .

2009 - 2020 In this 12 During the year , The number of online shoppers in China is from 8788 Wan rose to 7.1 Billion ( By 2020 year 3 month ), During the period of double 11 of tmall mall, the turnover is from 5000 Ten thousand yuan went up to 4982 Billion . In addition to the data that ignited consumption growth , This year's double 11 has several features and new trends that deserve our attention :

The 10 billion industrial belt helps the recovery of manufacturing industry 、 The rise of domestic products , Pre sale stimulates domestic demand 、 International and domestic dual circulation , The peak order of tmall reached 58.3 Ten thousand brush / second 、“ Coping with peaks is no longer the biggest technical challenge ”, The whole nation is speeding up “ Touch net ”、 The sinking market becomes the strongest increment , Logistics is getting faster 、“ Balance payer ” The goods can be received in a few minutes , Live with goods explosion 、1 Hundreds of millions of people witness digital logistics , The platform side, together with financial institutions, innovates and promotes the outbreak of 100 billion yuan consumer finance .

Double 11 key data :

11 month 1 Japan 0 these 11 month 11 Japan 0 spot 30 branch ,2020 Tmall double 11 Real time turnover breakthrough in global carnival season 3723 One hundred million yuan . Real time turnover exceeds 1 The brand of 100 million yuan has exceeded 300 individual . By 11 month 11 Japan 24 spot ,2020 Tmall double 11 Turnover breakthrough during the global carnival season 4982 Billion , More than 100 million brands 450 individual .

2020 Tmall double eleven (11.1--11.11) Order creation peak 58.3 Ten thousand brush / second . Tmall double 11 Logistics order quantity from 26 All start , To 22.5 Billion yuan has increased nearly 9000 times .

By 11 month 11 Japan 23 when ,2020 Tmall double 11 Global carnival season real time logistics order quantity breakthrough 22.5 Billion single , About equal to 2010 The total volume of express delivery in China .

11 month 1 Japan 0 these 11 month 11 Japan 23:59, JD.COM 11.11 Global love season cumulative order amount breakthrough 2715 One hundred million yuan .11.11 period , super 20000 The turnover of brands in Jingdong supermarket doubled year on year ,13173 The turnover of domestic brands increased by more than 2 times ,205 Double turnover of time honored brands .

Suning e-buy data display ,11 month 1 solstice 11 Japan 23 spot 59 branch , Increase of orders on Shuangshi front line 75%. Suning Carrefour home service orders increased year on year 420%, Timely performance rate in one hour 99%, The fastest delivery time only takes time 9 minute .,7000 Sales growth of town stores in jiasuning County 150%.

By 11 month 11 Japan 10:00, According to the official statistics of Xiaomi data center , Total payment amount breakthrough of new retail Omni channel in Xiaomi China 100 One hundred million yuan , To surpass in all respects 2019 Sales record of Xiaomi on November 11 .

Besides exploding consumption growth , This year's double 11 has several features and new trends that deserve our attention :

1

10 billion industrial belt manufacturing industry recovery , The rise of domestic products

11 month 1 Japan 0 these 11 Japan 0 when 35 branch , This year's tmall 11 During this period, the cumulative turnover of over 100 million brands has reached 342 individual , It is much higher than the whole day level of last year's double 11 (299 individual ). Phenomenon level outbreak of new brands , Tmall data display , Only in 11 month 1 day ,357 A new brand has won the sales crown of subdivision category ,1800 The turnover of several new brands exceeded that of last year 11 all day ,94 New brands grow more than 1000%.

11 month 1 Japan 0 these 11 month 11 Japan 12 when ,2020 Tmall's double 11 global carnival season has been born 102 Industrial belt with transaction volume exceeding 100 million yuan , With more than 10 The industry with a turnover of 100 million yuan 10 individual .“ The industrial belt with higher degree of digitization shows stronger toughness and explosive power , It took the lead in the war of returning blood after the epidemic .” Tmall double 11 Introduction of official Xiong Weilin , Zhejiang this year 、 guangdong 、 jiangsu 、 The demonstration effect of digital benchmarking industry belt in Fujian is remarkable , Transaction volume leads the country . sichuan 、 hebei 、 The year-on-year growth rate of transaction volume of Guangxi's industrial belt ranks among the top three in China .

11 month 1 Japan 00:00 to 11 month 11 Japan 00:09, Jingdong double 11 global love season cumulative order amount breakthrough 2000 One hundred million yuan .

The strength of domestic cosmetics has increased greatly , Suning platform data display , The category increased year on year 230%. among , Pechoin 、 winona 、 Hanshu 、 Yu Ni Fang and colorkey Win the growth rate of domestic cosmetics top5. The first Fu suit of the gazelle has been won Suning e-buy Wukong ranks first in sales of beauty products .

 

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2

Pre sale stimulates domestic demand , International and domestic dual circulation

At a time when the global epidemic situation and the world economy are still facing uncertainty , China's digital economy vitality and domestic demand potential attract overseas brands to accelerate their entry into China , Seeking new growth . Chen Duan, director of the center for digital economy integration, innovation and development, Central University of Finance and economics, believes that ,“ double 11 It is a new scene in the post epidemic era 、 The new consumer 、 A window for the structural changes of business ecology such as new business forms .”

This year, , Yes 2600 Multiple new brands 、120 Ten thousand imported new products participated in the double win for the first time through tmall global 11. Overseas brands usher in explosive growth . Tmall double 11 data display ,11 month 1 solstice 11 Noon 12 spot , Year on year growth in import volume of tmall Global 47.3%, among 180 The turnover of overseas brands is over 10 million ,816 Over one million turnover of overseas brands .

10 month 21 The date of ,“ JD.COM 11.11 Global love season ” Pre sale officially opened , By 10 month 29 Japan , The amount of pre-sale orders increased as much as 108%, There are more in the pre-sale brands 2536 The number of orders of brands increased by more than 100%. On the first day of double 11 of Jingdong, the turnover of Tiancheng increased by more than 90%.

Suning e-buy Platform data display ,11 month 1 Japan 0 Point to the 11 Japan 1 spot , Suning e-buy Year on year growth of online orders 72%. The consumption upgrading trend of household appliances is obvious ,65 Growth of large screen color TV sets above inch 161%, Smart small power growth 213%, Growth of smart home furnishings 608%.5G Mobile phone sales growth 10 times .

3

Peak orders of tmall 58.3 Ten thousand brush / second ,“ Coping with peaks is no longer the biggest technical challenge ”

11 month 11 It's just past zero 26 second , Tmall orders set a new record 58.3 Ten thousand brush / second , yes 2009 The first tmall double 11 1457 times .

“ Dealing with peak trading is no longer the biggest challenge , double 11 The technology challenge of the technology has entered a new historical stage —— Improving the business efficiency of the whole industry chain through technological innovation .”11 month 11 Friday night , Alibaba group chief technology officer Cheng Li shares , This year's double 11 , In new product development 、 manufacturing 、 User touch up 、 Supply chain 、 Customer service 、 Logistics and distribution , The resonance of technology and business has produced a lot of innovation .

Introduction to Cheng Li , Consumers are more and more enthusiastic , It forces Ali technology to continue to evolve . After last year's double 11 The core system 100% After the cloud , Ali put his life and soul on the cloud , Flying cloud operating system 、 Dragon server cluster 、 New digital infrastructure such as China Taiwan is still upgrading , The technical ditch and ridge are almost solved , Coping with peaks is no longer the biggest technical challenge .

The reporter learned from Jingdong , Jingdong Zhilian cloud creates double 11 “ Cloud market ”, Help the whole country 50+ City , By 10 The total amount of orders per day increased year on year compared with last year's double 11 67%; Jingdong emotional intelligent customer service 1-10 Average daily service volume compared with last year 11.11 promote 184%. Double 11 period , East of Beijing 3.3 Ten thousand brands 、 exceed 500 Intelligent sales forecast for ten thousand kinds of products 、 Automatic allocation and intelligent performance , brace 32 Provinces and autonomous regions 、 near 200 Pre decision making of promoting pre-sale commodities in cities .

4

The whole nation is speeding up “ Touch net ”, The sinking market becomes the strongest increment

2020 The world is accelerating “ Touch net ”, A year of accelerating digital transformation . With the normalization of epidemic prevention , The sinking market's "double 11" has released stronger consumption momentum .

Jingdong big data shows , In the pre-sale stage of double 11 , The amount of pre-sale orders in the first-line market and rural market increased rapidly year-on-year , Reach respectively 117% and 126%. Among them, the cities with the highest per capita consumption of new users Top5 Yingtan City, Jiangxi Province 、 Tongchuan City, Shaanxi Province 、 Chuzhou City, Anhui Province 、 Ganzhou City in Jiangxi Province and Pu'er City in Yunnan Province . Jingdong double 11 rural users' smart watch turnover increased year on year 144%; Sales volume of smart accessories increased year on year 128%; Sales of electric toothbrush increased year on year 212%; Year on year increase in turnover of electric oven 127%; Year on year increase in dishwasher turnover 123%.

Suning e-buy In this year's double 11, let 10 billion subsidies from “ on-line ” trend “ Offline ”. Suning store 、 Retail cloud store 、 Carrefour 、 After the red child and other offline formats are fully connected , Ten billion yuan subsidy has realized from city to county 、 From business district to community .19 Within hours , Sales of Suning retail cloud increased more than 170%, Reach the county market in retail cloud , Hutch defends 、 Ice to wash 、 Color TV is the most popular , beauty 、 haier 、 Xiaomi and other domestic brands have become the favorite of county and town people .

meanwhile , Suning Carrefour home service orders increased year on year 820%.


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5

Logistics is getting faster ,“ Balance payer ” The goods can be received in a few minutes

It's getting faster . With the penetration of digital technology into supply chain management 、 Warehouse delivery 、 Express Transfer 、 The end of the distribution , The logistics experience of double 11 has been significantly improved .

Brokerage China reporters to understand , Rookie pre-sale service covers the whole country 338 Cities , Advance orders can sink to distribution outlets and communities in advance , Shorten the delivery distance to several kilometers or even hundreds of meters . Consumer orders before bedtime , When you wake up, you can take delivery . The merchants got more favorable comments , Improve the efficiency of the supply chain .

Introduction to Cheng Li, chief technology officer of Alibaba Group ,“ Alibaba cloud original biochemistry , The efficiency of large-scale application delivery is doubled .” Rookie large scale application of cloud native real-time data warehouse , The overall data link synchronization time is from 1 The hours were reduced to 3 minute .

This year's tmall double eleven , STO The whole station runs on Alibaba cloud , 100 million class parcel flood peak transit , The system is as stable as Mount Tai ,IT The cost has also been reduced 30%.

This year's Jingdong double 11 ,JDL Jingdong Logistics through pre-sale mode , In the payment of deposit has started storage production , The pre-sale goods have reached the distance before the final payment is paid “ Balance payer ” Nearest express site , After payment of the balance , Jingdong express brother immediately “ Last mile ” Delivery ,“ Balance payer ” The goods can be received in a few minutes . It is reported that ,JDL The pre-sale of Jingdong Logistics covers nearly the whole country 200 Cities .

6

Live with goods explosion ,1 Hundreds of millions of people witness digital logistics

2020 The first live delivery of tmall on November 11 .11 month 1 Japan 0 PM , The world's first double 11 express Live Online . Ali rookie joint logistics enterprise , Focus on the logistics warehouse robot 、 Railway trains across central Europe 、 Giant freighter set sail for the ocean 1 100 million cloud supervisors witness Digital Logistics .

Taobao live shows great vitality in this year's double 11 . Presale period , Taobao live broadcast every day, more than last year's growth 50%, Taobao also saw a substantial increase in the number of viewers . Except for the live broadcast of talent , Business broadcast has become the standard configuration of store consumer operation .2019 year 6 The agency that has just sprouted , By the end of this year's double 11, it has grown to hundreds , Business embraces live broadcast , It has formed an increasingly rich industry ecology .

By 11 month 10 Noon 12 spot , More than 150 Cities , near 10000 Home shop on air .

Besides , Reporters noted that , Except for the live broadcast , On the eve of this year's double 11 , TaoBao App Home page revision , Intelligent information flow recommendation becomes the core . Short video 、 live broadcast 、 Different content forms such as pictures and texts , Let consumers feel more three-dimensional shopping ;3D Real scene shopping technology has also been applied on a large scale . By 11 month 7 Japan , There is more than 5500 Ten thousand people passed 3D Buy in tmall “ Cloud shopping ”, As a result, the customer price of some businesses has been increased 1.17 times .

7

Platform and financial institutions to innovate , Boosting the outbreak of 100 billion yuan consumer finance

This year's double 11 e-commerce shopping festival cycle lengthened , Reporters noted that , from 10 From the end of the month , Around the provisions of merchants and consumer loans during the period of "double 11" 、 Shopping by stages 、 Payment of subsidies and other financial needs , Many financial technology companies and commercial banks with e-commerce gene 、 Banks, credit card centers and other financial institutions have accelerated the admission , Innovative play to seize the consumer financial dividend of Shopping Festival .

As early as the double ten one stock period ,10 month 22 Japan , E-commerce banks proposed to provide more than 4000 Billion loans , And upgrade 0 Accounting period policy , advance money for sb. 2000 100 million yuan “ Full payment for pre-sale ”, Consumers pay deposit for pre-sale on double 11 , The merchant can receive the net business bank advances the full fund , Account period shortening 20 Many days .

China's securities correspondent learned from the Internet banking , End of first day of pre-sale , Already near 2 Ten thousand merchants collect money in advance , Don't wait for delivery , Collect money directly after pre-sale . Introduction to Jin Xiaolong, President of e-commerce bank , During the period of preparation on November 11 this year , Businesses have accumulated more than 2600 Billion , Year-on-year growth 35%.

This year, double 11, Ant flower Union 40 Credit adding of several financial institutions ,2000 Ten thousand goods and services support interest free installment , Expected savings for consumers 13 One hundred million yuan . Jingdong finance, a subsidiary of Jingdong Shuke APP Launched to users 24 Interest free period 、 Million experience gold and 10 Discount coupons such as lucky red envelopes , Behind this is the inclusion Bank of Communications Societe generale Postal savings bank The bank of China, Agricultural bank of China Merchants Bank Industrial and Commercial Bank of China Everbright Bank Such as, 12 Deep cooperation between banks .

Suning financial sources told reporters , Suning willful payment launched double 11 special user consumption increase and 200 Special consumption quota of 100 million household appliances , At the same time, it is also united 20+ Mainstream banks , Launch 3 period ~24 Interest free period . Suning's self willed loan offered an interest free subsidy of 100 million yuan , The highest 30 Interest free experience, etc .

It's not hard to see. , Ant group “ Spend bai ”、“ Borrow bai ”, Suning Finance “ Willful loan ”, Jingdong financial white note 、 Consumption stages of gold bars 、 Consumer loan products , With the bank 、 Cooperative credit pool of consumer finance and other financial institutions , Take advantage of the situation 11 E-commerce shopping scene , For merchants 、 Financial support from consumers is becoming increasingly common . however , Compared with previous double 11 , This year, the financial technology platform of e-commerce group is also working on scene finance 、 Offline , Reflecting its scientific and technological attributes .

This year Alipay first joined the digital life open platform. 11. Open Alipay app You can see ,10 month 21 The day is coming 11 month 11 During the day , Are you hungry ( With word of mouth )、 Panning ticket 、 barley 、 Millions of businesses such as flying pigs and other Ali economies will participate in Alipay City Life Carnival. , Cover catering takeout 、 Recreation & Entertainment 、 Wine Brigade 、 American Medical 、 Urban retail and other fields , among 200 Ten thousand merchants participate in 50% discount ,90 50% discount for all restaurants . Around the consumption scene of Suning's business district , Suning Finance app Also launched a variety of play , Like Suning finance APP、 UnionPay shopping 5 fold .

11 month 11 Japan 0 It's just past 26 second , Ali tmall double 11 The peak of order creation is 58.3 Ten thousand brush / second , Behind it is Alibaba cloud carrying the largest flow peak in the world , And ant group Alipay based on distributed database. OceanBase Payment transaction processing peak . Jingdong digital science and technology personage told reporters , This year, 11 month 11 Japan 00:00-01:00, Year on year growth of payment peak 150%、 White note payment success rate reached 99.9%,“ Behind this is artificial intelligence 、 Blockchain 、 Big data and other digital technology capabilities , Using technology for 11.11 Escort .”

8 Share price of e-commerce on November 11 “ Discount ”

Despite the new record sales data , But these two days , A number of big Internet companies have also appeared “ Double eleven discount ”.

Alibaba HK shares in 10 month 27 Sun hit 319 After the Hong Kong dollar's new high , to 11 month 11 It fell back to 248.4 The Hong Kong dollar , Two days down 14%; Jingdong group is in 11 month 9 The sun is approaching 365.2 Hong Kong dollar's new high , But it closed at 300 The Hong Kong dollar , In two days, the total loss was more than that 17%.

11 month 10 Morning and morning , Issued by the State Administration of market supervision 《 Antitrust guidelines in the field of platform economy ( Solicitation draft )》 A public notice asking for opinions . Requirements for the platform “ A choice ”、 For consumers “ Big data kill ”、“ Tying ” And so on , The declaration standard of concentration of business operators is also given the turnover and VIE Special considerations , Use the rules 、 Algorithm 、 technology 、 The behavior of refusing to trade without reasonable reasons, such as flow distribution, may be identified as “ There is monopoly ”. The market generally believes that , Affected by this , Alibaba 、 JD.COM 、 Meituan 、 Tencent and other listed technology stocks dived for two consecutive days .

however , Zhong Gang, executive director of competition law research center of East China University of political science and law ,“ Guidelines are guidance documents , The function is to better guide law enforcement agencies to implement the detailed contents in the guidelines 《 Antitrust 》 Reasons for landing in , There is no compulsion . The final evaluation of the rights and obligations of the operator should be based on 《 Antitrust 》 The provisions of the .” He thinks that , Market concerns about platform development do not necessarily reflect the real situation ; The draft really puts forward new requirements for enterprise compliance , But from a professional point of view, there is no essential change in the legal requirements , Only in the specific implementation of the appeal and requirements , It has not yet been translated into legal obligations .

Citic securities, Research report says , at present , Top five Internet platforms in China ( Alibaba 、 Tencent holdings 、 Meituan 、 JD.COM 、 A lot of spelling ) Year to date average growth 122%, Total market capitalization 13.6 Trillion yuan , occupy wind whole A Of the total market value 16%; Strengthen supervision in the face of antitrust 、 The R & D Progress of new crown vaccine exceeded expectations, promoting offline recovery , The valuation of relevant leading companies may be suppressed in the short term . But in the long run ,“ The high concentration of Internet platform is the result of the natural development of consumer Internet , In line with the basic logic of industrial development , It is expected that more regulation will promote platform companies to improve business rules and product services , It will not change its long-term market position and investment value .”


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