Shanghai, November 13, 2020 - The curtain of the CIIE has just come to an end on the 10th, and companies from all over the world have not yet withdrawn from the "Expo Time", they have been directly drawn to the largest in China and even the world on Double 11 In the "e-commerce economy", they have personally experienced the warmth and potential of the Chinese market and witnessed the resilience and vitality of the Chinese economy.
's Tmall Double 11 turnover exceeded 498.2 billion yuan this time, far surpassing the 268.4 billion yuan turnover in the whole day of Double 11 in 2019. As the first brand of e-commerce, Baozun e-commerce also delivered an amazing report card during the "Double 11" period: In 2020, Baozun broke the historical record with 16.5 billion online transactions on Double 11, setting a new record in the past. new highs.
Baozun e-commerce’s total turnover on Double Eleven in 2020 increased by 54.8% year-on-year to 16.5 billion.
In the context of the global economic downturn, the vigorous vitality shown by the two major industry benchmarks at the China International Import Expo and Double 11 has given the world a glimpse of China The unique side of the economy will also stimulate the e-commerce market to grow stronger.
Chinese market opportunities benefit global brand e-commerce business usher in new development
On November 4, the third China International Import Expo opened in Shanghai. Under the special background that the global epidemic is still raging and the global economic recovery is sluggish, this event that arrives as scheduled is particularly special and extraordinary. The CIIE not only injected confidence into the global economic recovery, but also showed the world a more open market.
The major feature of the CIIE is its strong e-commerce atmosphere: if users are on Tmall Global, they can buy Ethiopian Gera Yegacheffe and Sidham coffee with a single click of the mouse; change the page , You can directly select products of 119 Italian brands... Consumers can add global goodies into the "shopping cart" without going to the pavilion. The new experience brought by the "CIIE + E-commerce" has allowed the world to discover new opportunities to open up the Chinese market. The revitalized Chinese market is becoming a "safe haven" for global companies to respond to the crisis.
Compared with the China International Import Expo, Double 11 will benefit e-commerce opportunities globally. On November 10, according to the statistics of the General Administration of Customs, on November 1, the national customs inspected and released a total of 25,136,500 cross-border e-commerce import and export lists, of which 20,776,900 were imported and 4.3596 million were exported. According to a survey published by the International Postal Service in February this year, 39% of cross-border online purchases worldwide come from China. Today, there are 105 comprehensive cross-border e-commerce pilot zones in China, covering 30 provinces (autonomous regions and municipalities), forming a development pattern of interlocking land and sea inside and outside, and mutual assistance between east and west. The online trade high-speed channel constructed by the booming e-commerce company has effectively met the needs of Chinese consumers and promoted the smooth flow of international trade. Taking the performance of Double 11 Zhongbaozun in terms of performance, not only achieved a new breakthrough in sales, reaching 16.5 billion, but also set a new high in the growth rate of previous years, an increase of 54.8% year-on-year, and the total order volume of the entire network reached 41 million orders, a year-on-year increase of 35%, behind this is China's strong consumer demand. In addition to the dazzling hard data on sales, Baozun e-commerce has also achieved new breakthroughs through Double 11: customer service capabilities continue to upgrade, and the peak order processing capacity per hour exceeds 5 million orders, which guarantees platform-to-merchant orders The smooth process has helped businesses cope with the double peaks of Double 11 this year; through the upgrade of the ROSS system, a total of 170,000 video processing and 570,000 image processing have been completed during Double 11, helping over 215 stores to comprehensively improve their operational efficiency; this year's warehousing and logistics line Upgrade, launch the pre-sale same-day delivery model, implement pre-sale sinking, and issue pre-sale orders to the end in advance. After the consumer pays the final payment, the final delivery is carried out. The pre-sale order can be delivered to the consumer on the day of payment. The fastest delivery of the package to the user on Double 11 takes only 6 minutes; in order to speed up the logistics operation, Baozun returned The fully automatic packaging machine used helps logistics to break through the upper limit of delivery capacity. In addition, based on the good momentum of domestic luxury goods sales, Baozun e-commerce has also customized luxury goods warehouses to ensure quality with constant temperature and humidity. The combination of
CIIE and Double 11 brings surprises to people, but also makes Baozun, an e-commerce brand, appear in front of global companies. Strong development of
e-commerce industry Brand e-commerce has entered a period of rapid development. The rapid development of
e-commerce industry has quickly driven the development of the brand e-commerce industry. According to the China Commercial Industry Research Institute, the scale of the brand e-commerce service industry will reach 271.7 billion yuan in 2020.
takes Baozun e-commerce, the first brand e-commerce company, as an example. By analyzing its double 11 performance in recent years, it can be seen that the brand e-commerce industry is ushering in a golden period of development. According to reports, Baozun e-commerce was born in the budding era of e-commerce, focusing on providing one-stop business solutions with brand e-commerce as the core, involving five major contents: store operation, digital marketing, IT solutions, warehousing and distribution, and customer service . Since 2016, it has continuously ranked as a six-star service provider on Tmall.
On Double 11 in 2018, Baozun e-commerce had a turnover of 6.55 billion a day, surpassing NetEase Koala, and was known as a small e-commerce giant in the industry. On Double 11 in 2019, the entire network had a turnover of 10.06 billion, a net increase of 3.51 billion, a record high . On Double 11 in 2020, Baozun’s e-commerce turnover exceeded 16.5 billion, a year-on-year increase of 54.8%, breaking historical records in an all-round way, leading the brand e-commerce industry, and being the well-deserved “big brother” of domestic brand e-commerce. In addition to the amazing answer on Double 11, Baozun e-commerce, which has just returned to Hong Kong, has also performed well in the capital market. On September 29 this year, Baozun E-Commerce made its second IPO on the Hong Kong Stock Exchange, issuing 40 million shares at a price of 82.90 Hong Kong dollars per share. On November 9, the share price of Baozun e-commerce had soared to 111.9 Hong Kong dollars. The stock price rose by nearly 35% in just over a month after the second listing, and the Hong Kong stock market value was close to 5 billion Hong Kong dollars.
"The market is a voting machine in the short term, and a weighing machine in the long term." This sentence comes from Graham, the "Father of Value Investing," and has always been regarded as a standard by the market. The stock price has gone up all the way, showing the capital's preference for brand e-commerce. If you look at it from a longer-term perspective, you can find that there is still a lot of value space for brand e-commerce.
According to iResearch, the scale of China's branded e-commerce service market in 2019 is 563.5 billion yuan, and it is expected to reach 2.041.9 billion yuan in 2025, with a compound annual growth rate of 23.9%. The penetration rate of branded e-commerce services (that is, the percentage of the total scale of the branded e-commerce service market to the total size of the B2C e-commerce market) is expected to increase from 10.5% in 2019 to 13.7% in 2025. Brand e-commerce service industry has a huge market space, and Baozun e-commerce has great room for growth.
According to Baozun’s Q2 financial report, as of June 30, 2020, the number of brand partners has increased from 212 in the same period last year to 250, of which the number of GMV brand partners has increased from 202 in the same period last year to 241. The rapid growth of
Baozun e-commerce is not unrelated to its first-mover advantage and scale effect, accumulated brand advantages, warehousing and logistics, and technological empowerment capabilities that competitors do not have. As a Class D provider of Chinese brand e-commerce services, Baozun's business involves 8 different categories, covering all categories. Since its establishment in 2007, Baozun E-commerce has been committed to providing brands with integrated one-stop solutions, providing a full set of services from front to back, including online store operations, digital marketing, IT solutions, warehousing and distribution, and customers Five major contents including service. In addition, Baozun e-commerce can achieve full-channel coverage, including brand official mall, Tmall, JD, Pinduoduo, WeChat applet, Douyin, Kuaishou, offline smart stores and other channels, which can help brands Partners adapt to the complicated domestic e-commerce pattern and evolving e-commerce channels.
In addition, Baozun began to propose a "high-quality growth strategy" in 2019, and empowered brand e-commerce by continuously creating innovative solutions. On the one hand, Baozun launched BOC-Commercial Operation Center, deeply nested ROSS system, and the intensive, shared and standardized model of operating units to enhance the scale effect of medium-sized brands in the service Baozun brand pool; on the other hand, Baozun Zun established the GBO-Xinrui Operation Center to better continue to explore and deploy local brands and emerging brands. Among Baozun's new brand partners in the first half of 2020, more than half are local brands, and there is a significant trend for local brands to upgrade their online strategies.
With the effectiveness of Baozun’s “high-quality growth strategy” and the continuous increase in the market scale of the brand e-commerce service industry, relying on the leading advantage and first-mover advantage, the emergence of the Matthew effect, and the uncertain global economy and China In the context of the unique economy, China's e-commerce market is ushering in a period of greater market opportunities, and the future of Baozun e-commerce is even more promising.
