11.11 On-line Shopping Carnival

The Double Eleven Online Shopping Carnival refers to the online promotion day of November 11 (Single Day). On this day, many online merchants will conduct large-scale promotions. "Double Eleven" not only makes e-commerce enthusiastic about promotion, but even operators have begun to engage in promotional activities. From November 9th to November 19th, 2015, China Unicom launched the “11.11 Wo 4G Carnival” at the same time in Unicom's online business hall, mobile phone business hall, Tmall flagship store and Jingdong Mall.


On November 11, 2014, Alibaba's double-day trading volume was 57.1 billion yuan. The 2015 “Tmall Double 11” transaction amounted to 91.217 billion yuan. In 2016, the sales volume of double eleven was 120.7 billion yuan, and the sales of Tmall in 15 hours reached the total sales of 91.2 billion yuan last year, accounting for 82% of the online. On November 11, 2017, the total transaction volume (GMV) of the 9th Tmall Double 11 Global Carnival reached 168.2 billion yuan, and the mobile terminal accounted for 90% of the total, resulting in a total of 812 million logistics orders covering more than 220 countries. And area. On November 11, 2018, 2 minutes and 05 seconds, Tmall's total turnover exceeded 10 billion yuan; 107 minutes, over 100 billion, and the daily turnover was 213.5 billion yuan. From 1 to 11, the total amount of orders placed on the Jingdong Global Good Food Festival was 159.8 billion yuan.


The Double Eleven online shopping carnival originated from the promotion held by Taobao Mall (Tmall) on November 11, 2009. At that time, the number of participating businesses and the promotion efforts were limited, but the turnover exceeded the expected effect, so November 11 Day became a fixed date for Tmall to hold a large-scale promotion. In recent years, Double Eleven has become an annual event in China's e-commerce industry and has gradually affected the international e-commerce industry.


Against the background of the current downward pressure on the economy, the surge in passenger traffic and the extremely large single-day volume of the 1111 Shopping Carnival show that the people have a strong willingness to consume and a higher spending power, which is undoubtedly a positive signal for stimulating domestic demand. Relevant experts believe that the contrarian "blowout" of e-commerce demand reveals the huge potential of online consumption in China.


This will also be a direct and straightforward confrontation between traditional retail formats and new retail formats. Ma Yun, CEO of Alibaba Group, said that the 1111 Shopping Carnival is a signal of China's economic transformation. It is a battle of the new marketing model against the traditional marketing model. All manufacturing traders know that the situation has changed today. For the traditional industry, this war may have begun!


It is reported that Taobao Tmall currently has a daily sales of 400 million women's watches per day. This is undoubtedly the best transformation opportunity for enterprises, brands and channels that encounter export winters and need to upgrade and transform. And through the docking with the Tmall platform, it is undoubtedly an important motivation for manufacturers, retailers and consumers to be able to shop.


Folding shopping feast

Since Tmall’s first 1111 shopping festival in 2009, this day has become a veritable national shopping feast. According to the news, starting from November 1st, nearly 20 million enthusiastic consumers will collect or add their favorite items to the shopping cart, waiting for the 11th to refresh the payment.


Against the background of the current downward pressure on the economy, the surge in passenger traffic and the extremely large single-day volume of the 1111 Shopping Carnival show that the people have a strong willingness to consume and a higher spending power, which is undoubtedly a positive signal for stimulating domestic demand. Relevant experts believe that the contrarian "blowout" of e-commerce demand reveals the huge potential of online consumption in China.


This will also be a direct and straightforward confrontation between traditional retail formats and new retail formats. Alibaba Group CEO Ma Yun said on the 10th when he visited Tmall. The 1111 Shopping Carnival is a signal of China's economic transformation. It is a battle of the new marketing model for the traditional marketing model, so that all manufacturing traders know the situation today. changed. For the traditional industry, this war may have begun!


Analysts said that with the successful breakthrough of 10 billion nodes, China's retail business is undergoing “fundamental changes” – the online trading format has been transformed from one of the previous complementary channels of the retail industry to the mainstream of China's domestic demand. Form, which began to completely push the traditional retail format upgrade.


Folding the strength of the "Double Eleven"

The "double eleven" chaos can be seen from the commercial ad campaign. A few days ago, an e-commerce website launched a set of advertisements with the theme of “face-lifting” in a number of media. The slogan includes “half-month for express delivery,” “fifty-fold purchase of fake goods” and “bad comment on human flesh” content, directly referring to competition. Opponent price is high, express delivery is slow, platform is selling fake, promotion is playing gimmick, and brushing data is created. In fact, these problems have almost become a common problem in the e-commerce field.


It is worth noting that with the increasingly fierce competition among major e-commerce companies, the “Double Eleven” front has been around for about a month. Although this is a spontaneous market behavior of the merchants, the disorderly competition has brought Multiple evils: On the one hand, the impulsive consumption of the people is further stimulated and amplified. On the other hand, consumers' trust in the e-commerce website has been overdrawn, and it has also caused problems such as overwhelming the express delivery industry, excessive packaging and environmental protection and waste.


The six-year-old “Double Eleven” consumption boom has not been immersed in the digital bubble that has been rising year by year. If you want to achieve long-term development, both business and consumers must have more rationality. Only in this way will the "Double Eleven" be a "garbage consumption" carnival.