Double 11 turnover growth rate declines E-commerce giants strengthen offline layout

On November 12th, from a promotion in 2009, the double eleven gradually evolved into a “shopping carnival”. This year, the E-Commerce platform gave a list of consumption records, but the double eleven activities The year-on-year growth rate of turnover was declining.

According to the “Electronic Business Daily”, this year’s “Double Eleven”, the sales of major E-Commerce platforms have set new records. Yesterday, from 0:00 to 15:49:39, Tmall‘s “Double Eleven” turnover exceeded 168.2 billion yuan, exceeding the Tmall “Double Eleven” all-day trading volume in 2017; Suning Tesco turnover was broken in 4 seconds Billion, 50 seconds to break 1 billion; Netease koala 3 minutes and 49 seconds to break 100 million, 78 minutes more than last year’s full-day transaction volume; Vipshop will sell 12 hours of orders over 8 million; Jingdong 10 days to place orders to break 100 billion yuan; Xiaomi The new retail omni-channel payment amount exceeded 36 million yuan in 36 seconds. Despite the record high sales, the growth rate of double eleven transactions has shown a gradual decline.

In fact, since Ali announced the double eleven turnover in 2009, the annual turnover growth rate is declining year-on-year. According to public data, Ali’s double-eleven turnover rate from fiscal year 2013 to fiscal year 2017 is 83.2%, 63.1%, 59.7%, 32.3%, and 39.4%, of which only the year-on-year growth rate in 2017 rebounded, and this year’s turnover increased by 26.9% year-on-year, setting a record low.

In addition, although Jingdong did not announce the final turnover of the Double Eleven in previous years, in 2017 it announced the amount of the double eleventh order for the first time. The amount of the order placed this year was 127.1 billion yuan, a year-on-year increase of 50%; The amount of orders placed increased by 25.7% year-on-year. The year-on-year growth rate of turnover was lower than that of Alibaba.

There are many factors that lead to a decline in turnover. According to a survey conducted by Oliver Wyman on this year’s Double Eleven, 30% of respondents indicated that they will reduce consumption. The average growth rate of consumer spending is expected to be only 9%. The growth rate is slowing down. The first is that in recent years, people often mentioned the impact of “consumption downgrade” and worried about economic expectations, leading to shrinking consumption. Secondly, some merchants’ double-eleven promotion activities have become increasingly deteriorating. From the previous real 50% discount to the current double-decker roads, consumers have become increasingly rational after many times. The most important thing is that shopping promotion days are more and more. According to incomplete statistics, only on the platform of Tmall, there are double eleven, double twelve, Tmall brand day, Tmall category day, new year festival, etc. A wide variety of shopping promotion days, plus other platforms have their own promotion days, the double eleven is no longer “single pet” by consumers.

Ali clearly realized that the growth rate of double 11 turnover will enter the bottleneck period. Since last year, Alibaba’s sales calculation has begun to be included in the offline. This year, it is also expanding the offline layout to accelerate the integration of online and offline. , grab market share. For example, the “Double Eleven Partners” energy-collecting channel launched this year includes, in addition to Ali’s online apps, the offline consumption scenes of Box Horse, Word of Mouth, Suning, Yintai Mall, Real Home and RT-Mart in Ali Eco. In the first 30 minutes after the Tmall double 11 was opened, nearly 800,000 users rushed to the entrance tablet APP to purchase the offline eating, drinking and playing packages in advance. The number of packages purchased was more than three times that of the daily whole day.

In fact, other E-Commerce platforms are also strengthening the offline layout. The number of offline stores that Suning participated in the Double Eleven has grown from 4,000 last year to 10,000 today. According to the data, during the double eleventh period, Suning Tesco’s omni-channel sales orders increased by 132% year-on-year. Among them, the number of retail cloud stores reached 1,666, sales increased by 3308%; Suning Tesco directly operated 2,400 stores, sales increased by 84%; Suning store orders increased by 10 times than daily. On the 11th of November, Jingdong opened its “Global Good Things Festival” and joined more than 600,000 offline companies, such as supermarkets and home stores.

At present, it seems that the warfare of the Double Eleven has spread to the offline, and online and offline omni-channel shopping is becoming the mainstream mode. In the tenth year of the eleventh, the competition is no longer limited to the online, and with the rise of the fight, the major E-Commerce platforms have to re-examine the group purchase, and the rural consumer market and other sinking markets, the future of the double The battle of the eleventh will focus on omnichannel.