is September 7, but Double Eleven can no longer wait. In the morning of
, JD retail was the first to break the calmness, and launched the 2022 Double Eleven mobilization meeting to the merchant. This is also the first conference of the entire e -commerce industry this year.
Due to the industrial "frozen" in the industry last year, all major companies are no longer high -profile, and many brand merchants are also very convergent due to their performance. Collective sound.
disappeared the data, disappeared, and there was no gongs and drums. Double Eleven nights from the entire industry's Double Eleven to the Double Eleven of Qunlong.
Double Eleven is "efficacy"? After thirteen years, the double eleven is in the middle age.
is facing the "lying" of the merchant. Does the platform still have appeal?
This is not only a matter of limited e -commerce platforms that need to be considered, but also the crux of the entire e -commerce model that must be faced after destroying and destroying innovation.
2022, the situation mutations, and the trapped enterprises urgently needed to break through and grabbed. In less than 120 days left, perhaps dying struggle, and maybe he jumped up.
looks up, and it is here!
Double Eleven is known from everyone, but there is no spectrum in Double Eleven. The Double Eleven 13 years ago was the Double Eleven of Tmall . 13 years later, Double Eleven is the Double Eleven of the entire industry. Tmall, JD.com, Pinduoduo, Douyin , Kuaishou, like the Spring Festival Gala, never absent. In the past,
, at the major key nodes such as Double Eleven, Tmall always took the lead in voicing, and other platforms were first. This year, JD.com first sounded the horn of Double Eleven.
In fact, whether it is Double Eleven or 618 promotion, JD.com has repeatedly spoke many times. On the day when Double Eleven promoted the final day, multiple platforms seemed to disappear on Double Eleven Night. JD has continuously conveyed the "war situation" of the platform:
opened for 10 minutes, and the peak of user visits per second increased by 124%year -on -year;
national tide literary and creative categories increased by 200%year -on -day; Body turnover year -on -year The increase of the increase was 11 times; the turnover of the home appliance category increased by more than 6 times year -on -year; the 21 categories of JD Supermarket reached the turnover of last day ...
, Tmall "abandoned" the real -time display of the previous double eleven turnover. Jingdong's sporadic data reminds people that it was Double Eleven Night Sprint Night that night.
"Although the Double Eleven is now promoted to become a festival in the industry, after all, Double Eleven is the first by Ali . Merchants are still at home." "Low -key", at the key nodes such as great promotion, they gradually could not hear their views and sounds. And this attitude makes merchants more confused and confused. When the "two choices" and more and more platforms are added to the big promotion, the business promotion "combat" direction is not clear. "For merchants and industries, the platform still needs to stand up on the platform to stand up. "Actively speak" "The above -mentioned merchants said. Data show that the total retail sales of social consumer goods from January to July in my country were 24630.2 billion yuan, a year -on -year decrease of 0.2%; the national online retail sales were 7322.4 billion yuan, an increase of 3.2%. Not only merchants, the market also needs to promote confidence and drive growth. Even so, whether JD.com can become the new elder brother, carrying Ding Double Eleven, is still unreasonable. Once
, JD business is mainly self -employed. During the epidemic, the stable business capabilities of the supply chain and logistics have been prominent, but the promotional merchants are more pursuing their own brands of vocal volume, sales performance, and user precipitation. This is also the main reason why JD.com has achieved outstanding performance in the past, but it is the main reason why the merchants who cannot win.
. The rapid rise of Douyin and the ability of Douyin to be better at "making festivals" are virtually diluted in the rhythm and potential of double eleven.In the discussion of more and more merchants, Douyin e -commerce has been repeatedly mentioned, and it is also one of the platforms where many emerging brands and industrial belt merchants have been highly hoped.
But in any case, more plays will keep suspense to the end. After the platform has experienced full competition and even malignant competition, it has doubled. With the loosening of the double eleven pattern, more bonuses may be released. And who can stand up during this critical period and solve the dilemma of the business, who may win the key vote.
reviews last year's Double Eleven, 2021 Tmall Double Eleven finally achieved a total turnover of 540.3 billion yuan. As of 23:00 on November 11, 2021, 698 small and medium -sized merchants' turnover has spanned from one million to 10 million. At the same time, 290,000 merchants participated in the promotion last year, including 70,000 new businesses, and 65%of small and medium -sized merchants, industry band merchants and new brands.
JD.com, with a turnover of 349.1 billion yuan, 31 brand sales exceeded 1 billion, 43,276 merchants' turnover increased by more than 200%year -on -year; over 5 million farmers increased their income; the number of small and medium -sized brands increased by more than 4 times year -on -year.
In addition, during last year's Double Eleven Promotion, JD Logistics achieved more than 300 cities across the country, and 84%of the towns and towns in 93%of the districts and counties achieved the same day and the next day. %, Nearly 400 smart courier vehicles help end distribution and anti -epidemic supply. Green supply chain logistics logistics has 26,000 tons of carbon reducing carbon reduction. The number of JD express brothers with a single -day income of more than 1,000 yuan increased by more than 50%. In terms of live broadcast e -commerce, the total live broadcast of the Douyin 2021 Double Eleven Eleven Eleven is 25.46 million hours. Among them, the total time of the merchant's self -broadcasting is 12.27 million hours, the overall view of the broadcast is 39.5 billion, and the brand turnover exceeds 10 million (including There are 577 brands, and 282 live rooms in the live broadcast room of a single game exceeded 10 million.
Cicada Mom Data shows that the big wolf dog Zheng Jianpeng & Yanzhen couple, Jia Nailiang , Luo Yonghao ranked the top three live broadcast lists. According to the official report of Kuaishou, during the Kuaishou "116 Quality Shopping Festival", the number of e -commerce merchants increased by 52%year -on -year, of which the number of brand merchants increased by 391%year -on -year. In terms of brands, more than 4,000 brand merchants participated in the 11th National Promotion for the first time. The overall brand commodity orders increased by 350%year -on -year, and GMV increased by 433%year -on -year. In addition, the official certified service provider of Kuaishou assisted the GMV generated by merchants by nearly 50%of the overall. Pinduoduo has not announced the final turnover for 4 consecutive years. Last year's Double Eleven, the circle of friends of the e -commerce personnel of the dead have been fixed.
is on that dramatic sprint night. The brand merchant no longer tangled the great record, but wondered "What will this company grow in one year." Generally, check in from work, "Why should you do?"
Merchants gradually seek a sense of security from high -growth GMV high growth and return to the pace of growth of the brand itself. On the evening of November 11, which was originally hustle and bustle, the merchant became calm, and the platform withdrew the GMV digital screen, and everything was quiet and even "weird". In this year, will Double Eleven be quiet?
Blood Battle has been double eleven for many years, and merchants' attention points have changed from scale to profit growth. Can make some money, have a good cash flow , which is more important for merchants in 2022 than anything.
Jingdong Retail Group CEO Xinli Jun bluntly stated at the merchant meeting that in the uncertain environment, the most certain growth in JD.com can open a certainty.
"In Jingdong Double 11, we will continue to upgrade the open ecology to provide merchants with full -link growth services, full -channel growth services, omni -channel business opportunities." The service is more complete and easier to operate.
is firstly a traffic distribution mechanism. JD.com is abnormal, strengthening the type of JD APP -based operation and search scenario.
In terms of industry and category, JD.com seems to be more happy to tilt to top goods, high growth potential products, new products, regional specialty products and green green products (low -carbon, green consumer products, etc.).On the horse racing and traffic mechanisms, the global GMV of the store, the number of orders, the global UV, the UV traffic, and the advertising investment outside the station will also be inspected. At the same time,
also emphasized the support for small and medium -sized merchants. For example, JD.com will establish a "factory store" model during the Double 11 period, focusing on supporting industries with factories, individual industrial and commercial households, farmers, college students and other stores.
JD target expects to realize the number of newly settled in small and micro merchants exceeding 100%year -on -year, and sales increased by 100%year -on -year. It is worth noting that
is worth noting that this year Jingdong Double 11 is divided into 5 periods, and a new grass -planting period is added before the pre -sale period. Graphic, short videos, and live broadcasts are available. The new short video qualifications and store broadcasting qualifications almost tied the content gameplay of other platforms such as Taobao Tmall and Douyin Kuaishou. At the
meeting, JD.com reminded merchants to pay attention to the preheating period and increase pre -sale investment. "Pre -sale can focus on high -goods orders, scarce products, and home -installed products. Such products have the characteristics of long user decision -making cycle and require merchants to use the pre -heating period for grass storage."
"These changes to a large extent are large extent. During 618 this year, the continuation of JD APP's revision effect. Earlier,
had previously explained the revision of the JD APP in the article "JD.com's Installation" Little Red Book ". To some extent, this retail platform that focuses on straight men, convenience, and efficiency is interested in doing more in line with the current e -commerce trend: more content, algorithm recommendation, and more exposure opportunities to small and medium merchants.
(JD.com 2022 Double Eleven Rhythm)
In addition, JD.com's second quarter financial report has been released. Jingdong realized net income of 267.6 billion yuan, an increase of 5.4%year -on -year, refreshing the lowest quarter growth rate since listing. The number of active users of the year was 580 million, and the growth rate decreased by 7%month -on -month. Of course,
Of course, Jingdong's net profit attributable to ordinary shareholders is 4.4 billion yuan, which is 4.5 times year -on -year, and it is also a losing profit after three quarters.
cost reduction and efficiency, fat reduction muscle increase is the current major factory consensus. As a representative of a new type of real economy, JD must always pay attention to their own financial status.
At the telephone meeting after the financial report was released, JD CEO Xu Lei bluntly stated that the second quarter was the largest quarterly challenge since the listing of JD.com, but "with its leading supply chain capacity and efficient operation", it still achieved exceeding the industry level. The growth rate.
This also indicates that this year's Double Eleven may also be the most special year in history. The platform to consider may be the same as merchants.
changes will eventually appear, and the platform must act.
If Double Eleven wants to continue.
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