Ten Years of “Handcuffs”: From the town youth to the global sweeping group

From 2009 to 2018, the double eleven artificial shopping carnival has reached the tenth year.

In the past 9 years, the game of Double Eleven from Taobao and 27 small partners has evolved into a shopping festival for all. The Double Eleven also swept through many fields such as finance, logistics, science and technology, and forced industrial upgrading. However, in the past 9 years, the record-up of the double-eleven sales figures has been weak, and the variety of gameplay is difficult to stimulate consumers’ desire to purchase.

In the tenth year, the Double Eleven has undergone changes, and China’s retail industry has undergone earth-shaking changes. Double 11 is always a mirror for us to observe the Chinese retail industry.

From online to omnichannel

The origin of the double eleven was once a helpless life-saving campaign for E-Commerce websites.

Alibaba CEO Zhang Yong once admitted that in 2009 he decided to do double eleven because “no way, just want to live.” He recalled that at the time, when he started the B2C business, all the brand companies just started to contact the Internet, but it is still unclear how to do it. The Tmall, also called Taobao Mall, needs to be remembered.

Who would have thought that the E-Commerce that once sought to survive will encircle the line. But who once thought that with the disappearance of online traffic dividends, E-Commerce not only has to make a contribution to technology to transform offline stores, but also to bring together these offline partners to brush double eleven.

In the tenth year, the Double Eleven has become an online and offline omni-channel retail carnival. The main themes of the major E-Commerce companies released before this year’s double eleven are down.

BOE faced the “China Times” reporter said that this year’s double eleven Jingdong will join hands with 600,000 stores. Among them, not only Jingdong House, Jingdong Convenience Store, Jingdong X Unmanned Supermarket, etc., but also Jingdong and Lenovo, Five Star Electric, TCL and other brands to cooperate with innovative stores. According to the reporter’s understanding, Jingdong, who is the main distributor of real-time distribution, has become an important battleground for the Double Eleven.

In addition to announcing that this year’s Double Eleven will be linked to mergers, logistics, finance and other industries, Suning also revealed to the media reporters such as China Times that this year, the number of offline Internet stores participating in the double eleven combat has reached 10,000. Family. The goal of Suning’s smart retail development strategy is to open 20,000 Internet stores in the next three years.

Ali is in addition to Tmall, Taobao, word of mouth and other Ali system APP, box horse fresh, Yintai, actually home, RT-Mart and other offline stores are also involved in this year’s double eleven. Tmall president Jing Jie said in his speech that 200,000 offline stores and 500,000 shopping guides that have completed digital transformation in 400 cities have been included in the scope of this year’s double eleven activities.

In addition to these E-Commerce platforms, some emerging new E-Commerce companies have also tested the waterline. In September this year, a short video E-Commerce company opened in Shanghai 3 stores. Small red books, temples and other E-Commerce companies have also opened flash shops online.

The purchasing power of the town

In the eleventh year of the eleventh, the E-Commerce‘s downward move is not only going down the line, but also important to the low line. There is a saying that the young people in the town have the world.

Before the eleventh, E-Commerce has already passed the empowerment or self-operated mode, and sprinted in the low-line market.

Jing Jie said in the above speech that Ali’s low-line market such as Mura, Retail, Tmall, etc. will participate in this year’s double eleven, third- and fourth-tier cities and rural areas will be one of the sources of performance growth this year. . Ali Retail has previously announced that it will cover 1 million stores in 2018. Among the nearly 6,500 Internet stores added by Suning in the past 10 months, the total number of Suning Tesco County stores accounted for 2/3. In addition, there are data showing that the Jingdong home appliance store in the main county town market has opened tens of thousands of stores in the third to sixth line markets. Jingdong also announced plans for a million convenience stores.

The rise of social E-Commerce, represented by a lot of people, has also highlighted the potential purchasing power of the low-line market. The monthly active users of Wechat have exceeded 1 billion. An E-Commerce executive has told the China Times reporter in an interview that the very practical role of the purchase is to minimize the cost, and to accelerate the low-line and diversification of users.

Behind E-Commerce, Internet traffic is experiencing growth bottlenecks. According to QuestMobile data, the total number of monthly active devices for China Mobile Internet has stabilized at more than 1 billion in 2017, and only increased by 61 million for the whole year. With the increasing cost of pulling new products and the disappearance of online traffic dividends, the 3, 4 and 5 line markets have become a new battleground for the E-Commerce giants to compete fiercely.

Cao Lei, director of the China E-Commerce Research Center, told the China Times reporter that E-Commerce has been developing for nearly 20 years. However, in the past 20 years, the proportion of online shopping in the total retail sales of social consumer goods has reached 15%. The E-Commerce platform urgently needs to open up new markets.

Hou Enlong, president of Suning Tesco, also told reporters such as China Times that the golden decade of pure E-Commerce shopping has ended. Two-line shopping has not been able to meet the individual needs of consumers, and the market has encountered the “demand-advanced, downward-flowing” consumption poles.

Cross-border E-Commerce demand bursts

Consumer demand is particularly prominent in this year’s double eleven.

From November 5th to November 10th, the first China International Import Expo was held in Shanghai. Major E-Commerce companies have launched a global sweeping model. Ali announced plans for a global import of US$200 billion over the next five years. Suning and Jingdong also each announced a purchase order of 100 billion yuan. In addition, in the Expo, NetEase Koala also announced an order of nearly 20 billion yuan, the temple library announced the amount of sweeping goods is 100 million US dollars.

Consumer demand for imported goods is only a microcosm of the escalation of consumer demand. Judging from the national economic operation issued by the National Bureau of Statistics, in the first three quarters of this year, the contribution rate of final consumption expenditure to economic growth was 78%, an increase of 14% over the same period of the previous year.

Consumption upgrades are one of the important engines driving economic growth. High-margin fresh-selling is seen as a signal for consumer table upgrades. Previously, many retail companies have also joined the opening of the offline fresh supermarket.