is 372.3 billion in half an hour, surpassing last year's full-day transaction volume of 268.4 billion. Behind the eye-catching numbers is the general trend of digital upgrading.
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text / Edited by Zhou Wei
/ Li Shuai
From 0:00 on November 1 to 0:30 on November 11, the real-time turnover of the 2020 Tmall Double 11 Global Carnival season reached 372.3 billion yuan!
has changed its gameplay on Double 11 this year, from the past "Singles Day" to a "nunchaku" with two sales periods. This is the most significant change in the history of Double Eleven. The effect of this change has been affected by the outside world. Many doubts. The new gameplay of
drives new consumption: The figures on the Ali platform show that longer-period sales have brought more benefits to consumers and created greater room for growth for businesses. The new
gameplay brings new supplies: from foreign trade factories to fields, from live broadcast ecology to logistics systems, from offline commerce to technical support, from domestic to overseas, the world has moved because of Double 11!
Consumers buy happily, and merchants sell happily, and "the last person" has become a popular buzzword. The vitality of domestic demand on Double 11 brings people greater confidence. The new gameplay of
shows new technology: Digital native technology is widely used to make Double 11 smarter and more reliable. This is a business event and a test of digital infrastructure.
New gameplay, new consumption, new supply, new technology, some of which are new, and many unprecedented new characters participate in Double 11, and the consumption needs of food, clothing, housing and transportation are fully met. The
epidemic has brought challenges to the world, and innovation has brought new possibilities to the world. Challenges and opportunities coexist. Everything is destined to be different. Tmall’s double 11 gameplay upgrades and Ali actively seeks changes. The major trend in the step is digital upgrades.
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The new cycle promotes the explosion of new supply, this year Tmall double 11 participating brands 250,000, participating merchants 5 million, discounted goods reached 16 million, 1.6 times last year.
, whether it is a big brand, a new merchant or an industrial belt, all regard Tmall Double 11 as the main position for comprehensive "recovery" and accelerated growth.
, as a key domestic demand outbreak after the epidemic, this year's Double 11 has been placed greater expectations by businesses, and the scale of the event has also set a new record.
changed from "Singles' Day" to "nunchaku". This is the most obvious change in Tmall Double 11 this year. "A core purpose of this move is to create a longer time window for businesses and bring them greater business growth opportunities." said Jiang Fan, president of Taobao Tmall.
From 0:00 on November 1st to 0:35 on November 11th, the number of brands with a cumulative turnover of over 100 million during Double 11 this year has reached 342, far exceeding the full-day level of last year's Double 11 (299). Tmall has always been the home field of brand digital management. Double 11 is a key window period for brands to acquire new customers and win growth. The new brand
has a phenomenal outbreak. On November 1st alone, 357 new brands won the sales laurels of the sub-categories, more than 1,800 new brands exceeded the whole day of 11.11 last year, and 94 new brands increased by more than 1000%. With more than 800 million user bases, mature business ecology, and complete consumer operation system, Tmall has become the best soil for the rapid growth of new brands.
Tmall Double 11 helps the industry to bring businesses back to life and accelerate growth. This year, more than 300,000 businesses from impoverished counties have joined Tmall Double 11. Data show that from November 1 to 10 this year, the turnover of businesses in poor counties increased by 74% year-on-year, of which the turnover of 52 poor counties that have not yet lifted their hats out of poverty reached 122% year-on-year. The longer sales cycle of
provides more businesses with new growth opportunities. Many new merchants who participated in Double 11 for the first time were able to stock up and replenish goods more calmly and achieve greater outbreaks.
Foreign trade factories and industrial belt merchants that have been hit by the epidemic will accelerate their “recovery” during Double 11 and reap the growth dividends brought about by digitalization.
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New scene: Live broadcast opens a new world
Tmall Double 11 in 2020, new scenes become a new driving force for growth. The current Double 11 is more than just "buying", but also "going around" and "playing." The user’s sense of interaction and immersion has been further improved, bringing greater business increments for businesses.
Taobao's content strategy has come to fruition, and Taobao live broadcast has shown vigorous vitality on Double 11 this year. During the pre-sale period, the number of daily broadcasts of Taobao Live has increased by more than 50% year-on-year, and the number of people watching Taobao Live has also increased significantly. In addition to the live broadcast of Daren, the launch of merchants has also become a standard configuration for store consumer operations. The agency broadcasting agency that just sprouted in June 2019 has grown to hundreds during Double 11 this year. Merchants are accelerating the embrace of live broadcasting, forming an increasingly rich industry ecology.
On the eve of Double 11 this year, the Taobao App homepage was revised, and intelligent information flow recommendations became the core. Different content forms such as short videos, live broadcasts, graphics and text, make consumers feel more three-dimensional when shopping, and also increase the fun of discovery. For merchants, the new changes in Taobao have also improved their efficiency in promoting new products and reaching new customers.
3D real-world shopping technology has also been widely used. Tmall built a 100-story "Tmall 3D Home Improvement City", and 1,200 Tmall home improvement merchants built nearly 80,000 sets of 1:1 replica home improvement 3D model rooms. People can 360 degrees without leaving home. Go to shopping malls and match products independently.
In the traditional sense, the home improvement industry has a strong demand for offline experience, and the application of 3D real-world shopping technology has allowed them to gain new growth. As of November 7, a total of more than 55 million person-times have purchased "Cloud Shopping" on Tmall through 3D, and the unit price of some merchants has increased by 1.17 times compared with daily.
"New Manufacturing" entering Tmall Double 11 is another highlight. Ali’s "Rhino Smart Manufacturing", which was first publicly unveiled in September this year, realized "Small SLR Quick Reverse" (Small Singles) during the "Nunchoke" period. Quick response). The flexible manufacturing model driven by data intelligence made the sales on November 11 better connect with the first wave of sales, and the inventory scale can also be minimized.
It is reported that a group of Tmall clothing merchants put on the shelves of IP co-branded clothing without stocking them in advance. They placed an order at "Rhino Intelligent Manufacturing" based on the pre-sale of Tmall Double 11, and they would "sell and produce immediately" within 7 days, and the styles were not repeated. Driven by new technologies, the digital upgrade on the supply side has deepened, and the boundary between the service industry and the manufacturing industry has been broken.
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new gameplay, new technology, new technology brings new experience, open up new consumption potential. The reporters gathered for a dinner, and a girl enthusiastically shared her experience of raising cats.
This year's Double 11 will feature closer services, faster logistics, more categories, and consumers have more choices and more fun. The
epidemic once had an impact on offline businesses, and this year’s Double 11 has also become a growth opportunity for offline businesses. This year, 2.1 million offline merchants participated in Double 11, a new cycle spanning three weekends from pre-sales to the outbreak, allowing many businesses originally based on offline operations to fully participate in this commercial resonance. Tmall Supermarket, Hema, Are you hungry, Intime, RT-Mart...The long-term cultivation of Ali's new retail has formed a new life circle covering a large number of consumers. The
service has become closer. Tmall Supermarket, Taoxianda, and Ele.me's "hourly delivery" has expanded to 1,000 cities, and the goods can be delivered to the nearest consumers before they leave the city. Buy daily necessities, beauty, clothing, digital, pet supplies, etc., deliver them in the same city, and come in one hour. Are you hungry? Blue Knight not only delivers food, but also everything.
On October 23, the new iPhone 12 series officially went on sale. At 8 o'clock in the morning of the same day, Ele.me started the delivery on time, and the fastest delivery only took 10 minutes.
Nearly 800 large supermarket chains across the country, 40,000 stores have joined Tmall Double 11 through Ele.me. On November 7, Ele.me’s supermarket orders increased by 11 times compared with the same period last year, and more than 100 large supermarket chains have orders Therefore, the volume exceeded the historical peak.
With the penetration of digital technology into supply chain management, warehouse delivery, express delivery, and terminal delivery, the logistics experience of Double 11 has been significantly improved. Receiving goods has become faster.
Cainiao’s pre-sale speed service covers 338 cities across the country. Pre-sale orders can sink to distribution outlets and communities in advance, shortening the delivery distance to several kilometers or even hundreds of meters.
Consumers place an order before going to bed and receive the goods when they wake up. Merchants have received more praise, and the efficiency of supply chain circulation has also been linearly improved.
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New World: A great synergy across national borders
category has become more. From eating, drinking and having fun to buying a house and a car, Double 11 covers more categories related to popular life. During Double 11 on Tmall, tens of millions of people watched houses online, and hundreds of thousands of consumers placed orders to buy cars online. The consumer experience has been reshaped, and more industries are accelerating to embrace the new wave of digital dividends. In the 12th year of
, Tmall took the initiative to seek change during Double 11. The upgrading of business capabilities has expanded the boundaries of new consumption, allowing Tmall Double 11 to achieve self-transcendence once again.
consumers are the starting point for all innovation. Tmall predicts that the number of participants on Double 11 this year will reach a record 800 million. The longer, faster, and closer Double 11 has aroused consumers' enthusiasm for participation.
technology is the solid foundation for all innovations. Following the launch of the core system on Double 11 last year, Alibaba is fully cloud-native, and its strong and robust cloud computing capabilities ensure the smooth operation of Double 11.
Just 26 seconds after 0:00 on November 11, Tmall Double 11’s order creation peak reached 583,000 transactions per second, and Alibaba Cloud once again held the world’s largest traffic peak. More than trillions of AI calculations have brought great convenience to merchants and consumers, and also improved business efficiency.
In 2020, the epidemic once gave the economy a pause, and the energetic Double 11 once again organized a social collaboration across national borders. Tmall’s overseas double 11 opened a dedicated shipping line.
From commerce to logistics, from content ecology to technical system, the new digital infrastructure is constantly upgrading. People feel more clearly that digitization is the biggest deterministic opportunity in the era of uncertainty. The energy of domestic demand, development resilience and innovation vitality demonstrated by
Double 11 also make people more firm in the present and more confident in the future.
【People】
