Qingbo public opinion shows that as of 17:00 on November 11, the amount of relevant information is as high as 26091212. This year’s Tmall Double Eleven event has changed from “Single Stick Day” to “Double Stick Day”. It took two batches of sales and deposit auctions. The pre-sale was opened on October 21, and November 1st to 3rd. The first wave of sales, November 11 is the second wave of sales. The popularity of "Double Eleven" related topics fluctuated with the continuous promotion of the sales period, and reached a peak on the night of November 10. The main media channel for "Double Eleven" related topics and events is Weibo (94.45%).
How is the double eleven match?
Just after zero o’clock, Tmall sent this year’s transaction record: From November 1st to 11th at 0:30, the real-time turnover of Tmall Double 11 Global Carnival season in 2020 exceeded 372.3 billion, exceeding last year’s total of 268.2 billion. The turnover has created a milestone in new consumption.
According to Tmall’s official estimates, this year’s Tmall Double 11 will attract more than 800 million consumers, 250,000 brands, and 5 million merchants to participate, making it the most extensive and highly engaged event. From November 1st to 11th at 0:35, the number of "100 million yuan clubs" in the double 11 global carnival season on Tmall has reached 342.
The "Double Eleven Campaign" that started on October 21 has also left enough sales cycles for brands, bringing more business opportunities and greater sales bursts to merchants. According to statistics, there are 342 brands including Apple, L'Oreal, Haier and other brands whose turnover has exceeded 100 million, of which 13 brands have exceeded 1 billion.
Taobao live broadcast data shows that merchants self-broadcast GMV accounted for more than 60%, the number of live broadcast merchants increased by 220%, and Taobao live broadcast drove more than 4 million job opportunities. This year, more than 300 celebrities and 400 presidents entered the live broadcast room. In addition, the talents were ranked in real time on the day they brought the goods, and Wei Ya and Li Jiaqi were ranked first and second.
In addition, at 0:0:26 on November 11, Tmall Double 11 ushered in a traffic peak, with a peak order creation of 583,000 transactions per second, which was 1457 times the first Double 11 in 2009. Compared with the 544,000 transactions per second on Tmall Double 11 in 2019, this year's Tmall Double 11 orders created a peak and new record. While faster and more stable, the resource cost of 10,000 transactions has dropped by 80% compared to four years ago.
It is understood that this year Tmall Double 11 realized Alibaba's full cloud nativeization for the first time. Alibaba Cloud, which developed its own cloud operating system, successfully managed the world's largest traffic peak.
In addition, there was a good news from JD.com: From 00:00 on November 1st to 00:09 on November 11th, 2020, the cumulative order amount of JD.com's 11.11 global love season has exceeded 200 billion yuan. Haier, Midea, Gree and other brands have successively exceeded 100 million yuan in sales within one minute, Huawei's mobile phone Mate40 series sold more than 100 million yuan in 7 seconds, and computer sales exceeded 100,000 units in 3 minutes. Within 5 minutes, JD.com's super turnover increased by 10 times year-on-year, and JD.com's fresh food turnover increased by 5 times.
This year’s “Double Eleven” on JD.com will provide consumers with super experiences such as “low-priced goods”, “simple and happy” and “buy with confidence”, while promoting the depth of the real economy such as digital economy, offline retail, and industrial belts. Fusion. The sinking market of
is not only the strongest consumption increase of JD 11.11, but also many consumption highlights. According to JD’s big data, JD’s 11.11 rural users’ smart watches turnover increased by 144% year-on-year; smart accessories sales increased by 128% year-on-year; electric toothbrush sales increased by 212% year-on-year; electric barbecue grills increased by 127%; dishwashers The turnover increased by 123% year-on-year.
Qingbo public opinion release map data shows that the volume of "Double Eleven" related topics is mainly distributed in Guangdong, Beijing, Hunan, Zhejiang and other regions.
corresponds to this, at 12:10 on November 11, the official sales list released by Tmall shows that the national sales rankingThe top five cities are Guangdong, Zhejiang, Shanghai, Jiangsu and Beijing. The top five cities in terms of sales are Shanghai, Beijing, Hangzhou, Guangzhou and Shenzhen. The district and county sales rankings are Pudong New Area, Haidian District, Yuhang District, Shunde District and Guangzhou Baiyun District.
According to the user gender map, women pay more attention to "Double Eleven" related topics than men, accounting for 68.9%.
What are the keywords for Double Eleven?
According to the popular keywords of Qingbo public opinion, netizens mostly focus on discussions on keywords such as "Tmall", "Weibo", and "brand". This year is the twelfth year of Tmall’s Double Eleven. Although the patterns and activities are changing every year, the annual Double Eleven still drives everyone’s enthusiasm for shopping and triggers a consumer boom.
Keyword 1: Carnival night
and the "Double Eleven" shopping festival are coming together as scheduled, and Tmall Double Eleven Party. This evening party, which was born in September 2015, has developed to this day and has become a cultural symbol that is as deeply rooted as the "Double Eleven" shopping discounts, and a necessary ceremony before the "hand chop" carnival.
On November 10 this year, not only Tmall, but the other three shopping platforms Jingdong, Suning and Pinduoduo also held a corresponding party. Evening parties on all platforms are inseparable from big-name celebrities' fancy help, shopping advertisements, huge subsidies and welfare lotteries.
The theme of the 2020 Tmall Double Eleven Gala is "Support you and live your life", jointly created by Youku and Dragon TV, covering more than 200 countries and regions around the world. Not only did they gather top-notch artists such as Yi Yang Qianxi, Zhang Yixing, and Yang Chaoyue, but also powerful singers such as Deng Ziqi, Park Shu, Zhang Jie, and Eason Chan, as well as international pop star Katy Perry (Katy Perry).
As of 20:12 on November 10th, Dragon TV’s 2020 Tmall Double Eleven Gala live broadcast broke 1 in 34 first-tier core cities; 52 cities’ live broadcast attention and market share lead the country at the same time.
Keyword 2: Live live
With the advent of the short video era, live broadcast has increasingly become a new consumption mode that contemporary young people are accustomed to. During the pre-sale period, the number of daily broadcasts of Taobao Live increased by more than 50% year-on-year. The demand for live broadcast of merchants is even more overwhelming. Nearly 200 broadcasting agencies provide live broadcast services for merchants. The new format of live broadcasting has just been born in June 2019.
In the traditional live broadcast room, the anchor assists consumers in purchasing products through eloquent product introductions, ultra-low discounts, high-quality prices, and powerful language styles to complete the entire delivery process. With the rapid development of the live broadcast ecology, more and more celebrities and celebrities have poured in to inject fresh blood into the live broadcast industry.
Liu Tao, who participated in the Tmall Double Eleven party this year, has another identity as the chief selection officer of Juhuasuan. In May of this year, Liu Tao made his first live show with goods for 4 hours, and the total transaction volume exceeded 148 million. Artists like Ouyang Nana, Cai Shaofen, and Yue Yunpeng also all have experience in live streaming.
The sales value and prospects brought by live broadcast are immeasurable. As of 12:05 on November 10th, Mogujie’s signed anchor Xiaoxinxin announced that the live broadcast turnover exceeded 100 million, becoming the first billion-level anchor besides Taobao, Douyin, and Kuaishou; on the first day of the double 11 pre-sale, Wei Ya and Li Jiaqi’s live broadcast room flooded with more than 300 million people, with sales reaching 8 billion yuan; data shows that Xiaomi’s payment on the Tmall platform exceeded 100 million yuan in 50 seconds, and 200 million yuan in 1 minute and 40 seconds...all platforms in 1 minute It broke 500 million yuan.
Keyword 3: Express delivery
After placing an order, what you look forward to most is the moment you get the delivery. The huge purchase volume of Double Eleven also brings a lot of pressure to the logistics industry. The arrival of massive packages has become the annual "transportation war" of logistics companies. According to statistics, China's express delivery will exceed 75 billion pieces in 2020, and the average delivery time is only 48 hours, far exceeding the US's 2-8 days. Z1z
Cainiao spokesperson Niu Zhijing said in an interview that the general logistics order signing time for Double 11 this year is one day faster than last year, and many community express outlets have a quick experience of "orders upstairs and delivery downstairs". The extremely fast delivery experience has also made many netizens call out: "Express delivery is faster than takeaway."
Starting at 0:00 on November 1, the world's first express delivery live broadcast on multiple platformsOnline, live cameras are aimed at logistics robots, China-Europe trains and frontier horse-riding couriers, allowing millions of consumers to experience Double Eleven logistics online. It is reported that as of 10 o'clock in the morning on November 11, there have been more than 100 million "Cloud Supervisors" Double Eleven Express. Among them, the blue logistics robot "199" of Wuxi Smart Warehouse triggered heated discussions among netizens and gained millions of fans. Some netizens said that they saw the pulse of China's economy in the flow of express parcels. Since the evolution of
, Double Eleven has become not only a shopping spree for the whole people, but also a cultural symbol. The overwhelming publicity advertisements and the festive atmosphere created have greatly stimulated the release limit of consumer desire, and it is also easy to indulge in the momentary pleasure of "chopping hands".
Double Eleven will eventually come to an end. We should remain sensible, live within our means, and consume appropriately.
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