Economic Observation Network Reporter Qian Yujuan
The 12th Double Eleven is not only coming, and on the evening of November 10, the four major e-commerce platforms of Tmall, JD.com, Pinduoduo and Suning will unite with 5 Davids. , The star lineup is comparable to the Spring Festival Gala, and this "consumption carnival" at the end of 2020 will be pushed to a climax.
In fact, in addition to the audiovisual feast dubbed Carnival Night, Super Night, Super Night and Super Show, the enthusiasm of consumers has been stirred since November 1. After midnight on November 11, except for the "heterogeneous" Pinduoduo who stated that "no more transaction data will be disclosed to the outside world" after November 11 last year, a reporter from the Economic Observation Network saw that the three major platforms of Tmall, JD and Suning , Have successively released double eleven "battle reports" obtained in real time. Z2z
is of course the first to bear the brunt of Tmall. Just after 3 minutes and 57 seconds after zero, it first issued an order to create a peak of 583,000 transactions per second, and then announced the turnover of 322.3 billion yuan at 0:30. The
Jingdong platform broke the record again this year. Except for the full-day turnover on the first day of Double Eleven increased by 90% year-on-year, as of 0:9 on the 11th, the cumulative order amount exceeded 200 billion yuan.
and Suning.com also released data in the early morning, showing that its full-scenario channels, including the main station, Tmall flagship store, superbuyer live room and Suning store broadcast, achieved a total GMV break of 5 billion yuan on the 11th and 19th. .
Obviously, the transaction volume of each platform is still growing in scale compared to previous years, but behind the above-mentioned rising figures, the Economic Observer Network reporters also captured some "interesting" data captured by big data and algorithms from the platform. The characteristics and trends of consumption have become more prominent this year.
The secret hidden in the order peak
Compared to previous years, the first data released after Tmall Double Eleven has changed. It no longer highlights the node where GMV broke 100 million, but gave an order. Create peaks. A reporter from the
Economic Observation Network heard the data interpretation officer Huang Lei on the Tmall Double Eleven data big screen in Hangzhou, saying that 583,000 transactions per second reflected the technical support provided by Alibaba Cloud behind large-scale orders.
learned from Alibaba Cloud that from 400 transactions per second in 2009 to the present, it has withstood the test of a surge of 1457 times. The arrival of the largest traffic peak is due to the technical side of "100% of the core system going to the cloud." Later, Alibaba was fully cloud-native. According to Cheng Li, Chief Technology Officer of Alibaba Group, “This year’s Double Eleven, Ali puts all his wealth and life on the cloud.”
The sinking market has increased significantly in this year’s double eleven
The reason why October has attracted much attention is that all sectors of society have accelerated their digitalization amid the black swan epidemic. From the perspective of the consumer market, almost the whole world has embraced "touching the net".
In this process, JD.com uses the consumption data of Double Eleven: During the pre-sale stage, orders in the first-tier market and rural markets have both increased at a faster rate, but compared to the former’s 117% year-on-year growth rate, The latter is stronger, with an increase of 126%, and the consumption momentum of the sinking market cannot be ignored.
In addition, the social e-commerce platform Jingxi, which officially entered during the mid-year promotion, also performed prominently on the double eleven training ground. It has penetrated into more than 180 industrial belts across the country, and achieved 160% order growth after the opening of the first day of the big promotion at the end of the year through direct supply from factories and direct delivery from production areas. In the middle of Double Eleven, Beijing Xi has achieved 12 million orders on the 5th, daily active users doubled year-on-year, and new users increased 112% month-on-month. From the perspective of JD.com, the enthusiasm of users in the sinking market is being stimulated. The reason for
to "chop hands" turns out to be tens of millions of
. Because of the advance warm-up of various e-commerce platforms and the launch of new gameplay, too many consumers’ senses have changed. "This year’s Double Eleven comes earlier than previous years. "Some", and because the "battle" stretched to 11 days, Economic Observer reporters will always hear some "hands" around them sighing "I don't know what else to buy?" Will
users' enthusiasm for consumption? Weakened by "sensory fatigue"? A reporter from the Economic Observation Network saw at least from the real-time big screen of Tmall Double Eleven that at 0:35, there are 342 products including Apple, L'Oreal and Haier.Brand turnover exceeded 100 million, of which 13 brands exceeded 1 billion turnover. Many consumers will leave just-needed and necessary shopping behaviors for Double Eleven.
is more than that. The reporter saw from the keyword search terms captured by Tmall that, in addition to supplies and food, consumers will also pay more attention to "poems and distant fields." The data shows that the platform has given a ranking list for the increase in the transaction volume of tourism (product) destinations. The top three are Shanghai, Zhejiang and Beijing; like amusement parks have also launched a "hegemony competition" in the platform's Double Eleven promotion. . Data shows that even if Disneyland forms a PK with the three major parks of "Chimelong + Fantawild + Haichang", the sales volume of the former is still 2.12 times.
live broadcast has long become the standard for merchants.
. Because of the "miracle" of the "Double Eleven" of the head anchor, the live broadcast mode has gradually become a necessary option for brands to meet the big promotion. However, a reporter from the Economic Observation Network saw that in addition to the top anchors of Wei Ya, Li Jiaqi, Simba, Liu Tao, Luo Yonghao and other platforms this year, because the platform continues to increase the number of live broadcasts for merchants, the self-broadcasting of standard merchant stores is attracting fans. attention. According to the data displayed on the Tmall platform,
reporters, as of 15 on the 11th, the top three in the real-time ranking of the size of merchants carrying goods belong to the official flagship store of Haier, Huawei terminal, and Xiaomi official flagship store. Since then, the live broadcast capabilities of various brands such as Gree, Estee Lauder, Lancome, Little Swan, Suning, and Midea have been highlighted.
Even though it is already 1:30 am on the 11th, not only the live broadcast room of Taobao live streaming Wang Weiya is still on, but the anchors in the live broadcast rooms of many brand merchants are also enthusiastically explaining their products. The reporter came to Zhejiang Silk Sleep Technology Co., Ltd., which is located in Bafang City, Hangzhou. Its CEO Lei Meina is still in the office staring at the mobile phone to watch the live broadcast. She is watching the live broadcast of her own brand Dr. Sleep in the Taobao live broadcast room. Bring goods.
Leimina told reporters that although Dr. Sleep’s pillows, mattresses and other products have not entered the live broadcast rooms of Wei Ya and Li Jiaqi, they have already appeared too many in the live broadcast of Douyin’s head anchor Luo Yonghao. Second, even "A few times we gave him back (when Luo Yonghao's live broadcast room was out of stock) to save the field." The reason why the
brand entered the live broadcast room of the head broadcaster, in addition to the scale of goods, Lei Mena believes that it pays more attention to the effectiveness of drainage, "for the brand also played a certain marketing role." Since the beginning of this year, Dr. Sleep has also been vigorously promoting its self-broadcasting capabilities. In addition to the three anchors that reporters saw in his company, they are still broadcasting on Taobao, Jingdong, and Pinduoduo. It also has a live broadcast base outside. The product carousel.
"Live streaming moves everything forward." In Lei Mena's view, it used to be "people picking goods", but now based on the evolution of platform algorithms and consumption models, it has become "goods looking for people", while live streaming The anchor in the e-commerce is not just the role of a salesperson who sells goods. “The anchor acts as all the functions of our back office.” In the interview with
, Lei Mena said that the anchor is also a product officer and supply chain officer. "He (the anchor) will answer all the questions of consumers and fans." In her view, the anchor will solve many cumbersome problems including product quality, service, logistics, and "reach users more efficiently."
Picture reference from the network | Infringement deletion
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