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In the past ten years, consumers have experienced the "double 11" in the era of pure e-commerce, and in recent two years, they have gradually begun to feel the "double 11" in the new retail era.
Although "double 11" is very lively every year, the long-term price war and subsidy war seem to make "double 11" gradually lose its new marketing idea. When online traffic gradually touches the ceiling, platforms are increasingly aware that if there is no new gameplay, consumers will lose their sense of participation. Therefore, in the 11th year of "double 11", all platforms have changed greatly.
On October 21st, Tmall officially launched this year’s double 11. This year, Tmall broke the main tone of "double 11" advocating "spending money" and put forward that "this year is the most economical ‘ Double 11’ " , to save users at least 50 billion. It is worth mentioning that this is the first time that Jiang Fan led a "double 11" as the president of Taobao and Tmall.
At the same time, Suning also announced the gameplay of double 11 this year — — Creating a "one-hour scene life circle" became the first "double 11" after Suning completed the retail layout of the whole scene.
JD.COM, on the other hand, rushed to "double 11" earlier and started the "two-wheel drive" strategy of Beijing-Xi business in JD.COM main station and off-station, capturing sinking emerging markets from online and offline, main station and off-station dimensions. This is the first battle of JD.COM’s brand-new social e-commerce platform "Jingxi" and "double 11" in September this year.
Obviously, this year "double 11" platforms have changed greatly in terms of gameplay and are different from each other. However, national business daily reporter also noticed that behind these different ways of playing, everyone’s desire for traffic is still the same. In terms of traffic acquisition, the sinking market is still an important position for various platforms to grab.
Double 11 is undoubtedly a shopping spree every year.
Jiang Fan said at the kick-off meeting that on the day of "double 11" this year, it is estimated that more than 500 million people will participate in Tmall’s "double 11" on Taobao APP, serving 100 million consumers more than last year. The official flagship store of Tmall with 200,000 brands from all over the world will collectively offer the biggest discount in history, saving at least 50 billion users.
"Buy better and save more" is the keynote Jiang Fan set for this year’s Tmall "double 11". It is reported that more than 10 million products participated in the 2019 Tmall "double 11" discount, of which more than 1 million were new products released for the first time.
Before Tmall’s "double 11", more than 20 global luxury brands such as Chanel, Michael Kors and Acne Studios also gathered in Tmall to open official flagship stores. By then, the number of luxury brands participating in Tmall’s "double 11" will reach 93.
However, this year’s "double 11" is also the first "double 11" led by Jiang Fan as the president of Taobao and Tmall. "We still hope ‘ Double 11’ From the eleventh year, we should not only pay attention to growth, but also pay attention to something that is not the GMV goal itself, and have more social contribution value. " Jiang Fan said.
Based on this, Jiang Fan said that this year’s Tmall "double 11" will be a green "double 11" and green consumer goods will become a trend.
The reporter learned that starting from November 1st, Tmall double 11 will also launch a "trade-in" special replacement activity. More than 80 categories and 40,000 kinds of goods covering more than 260 brands, such as mobile phones, computers, digital cameras, cameras, air conditioners, televisions, refrigerators, washing machines and headphones, will participate in this replacement event, so as to reduce the waste of idle resources of each family.
In addition, according to Jiang Fan, on November 20th, Cainiao will jointly launch the "National Carton Recycling Day" with the express delivery company, and 40,000 rookie stations and 35,000 express outlets across the country will fully join the "Box Recycling Plan" to classify and recycle express packages. It is estimated that at least 50 million people will be called to participate in and support the logistics green action online and offline during the double 11 this year.
2019 is the 11th year of double 11 and the 10th year of Internet revolution in Suning. At this year’s Suning.cn "double 11 National Carnival" conference, Hou Enlong, president of Suning.cn, put forward the key word of "double 11" in 2019: scene.
Hou Enlong redefined this year’s "double 11" as "the scene ‘ Double 11’ " And announced that Suning has completed the retail layout of the whole scene.
"The price is ‘ Double 11’ Standard, but not the only one. " Hou Enlong emphasized that current consumers are no longer satisfied with simple online or offline shopping. In the future retail industry, it is no longer a simple commodity or platform that links with users. The scene of realizing multi-element integration of retail is the real contact between retail and users.
In Suning’s view, whether it is Suning.cn’s online operation, reaching a comprehensive strategic cooperation with Alibaba, or proposing the goal of "20,000 stores in three years", acquiring 80% equity of Wanda Department Store and Carrefour China, and strategically investing in sports and cultural and creative industries are all important steps in Suning’s retail layout.
"Scene retail is Suning’s exploration based on industry development and an important result of Suning’s smart retail practice. Only scene retail can define the new Suning. " Hou enlong said.
It is based on this retail capability of scenes that Suning officially launched the core initiative IP "One-hour Scene Life Circle" and released the "Anytime" product in double 11 this year. According to Suning’s plan, the "double 11" 300-city 3C, fresh food, maternal and child products and other multi-category products can reach 1 kilometer and 30 minutes, and the full-service services such as quick repair and housekeeping can be provided in one hour.
It is worth noting that the reporter also noticed that Carrefour China, which was just acquired not long ago, also played a more important role in Suning’s "one-hour scene life circle".
It is understood that in this "double 11", Suning will launch "community fulfillment centers" in some Carrefour stores in Nanjing and Shanghai to realize the comprehensive upgrade of the front warehouse. Within the coverage, all products purchased by consumers on Carrefour applets, Suning Store APP and third-party platforms can enjoy the one-hour home service provided by Suning Logistics. Before the end of the year, all 210 "community fulfillment centers" in China will be completed and put online.
"double 11" is obviously an important user competition for several major e-commerce giants. In terms of gameplay, Tmall mainly promoted new products and brands this year, while Suning emphasized the concept of full-scene retail. Previously, JD.COM also adopted the tactics of social e-commerce. But the ultimate goal is obviously the same, that is, user growth. And this growth point, each family also tacitly turned their eyes to the sinking market.
According to Alibaba’s previous financial report, in the past two years, the monthly active users of Taobao Tmall increased by 226 million, and the annual active consumers increased by 208 million. More than 70% of the new users came from the sinking market.
The growth of users in the sinking market has obviously given Tmall "double 11" greater confidence to break the transaction record. Perhaps because of this, Jiang Fan made the prediction of "serving 100 million consumers more" in this "double 11".
At the beginning of this year, in order to better explore the sinking market users, Amoy comprehensively "revived" the special sale platform, which was cost-effective.
Jia Luo, general manager of Tmall’s platform operation division, said in an interview that during the "double 11" this year, Juhua will still fully participate and cooperate with Tmall Club. Focusing on the supply of goods and brands in the sinking market, Tmall is the hub and Juhua will cooperate.
In Suning’s whole scene "double 11" this year, the sinking market is also its key market. In Suning’s view, the sinking market cannot be narrowly understood as a rural market, because there are also sinking markets in many communities in first-and second-tier cities. Therefore, in many sinking markets, Suning also incorporated it into the "one-hour scene life circle", relying on Suning store to provide users with 30-minute lightning delivery and other services.
As for JD.COM, who "rushed to run" and "double 11", he did not hide his desire to sink the market. At the previous kick-off meeting, JD.COM said that it expected to sell 1.2 billion low-priced quality goods and 200 million C2M (reverse customization) products during the event, and reach over 500 million sinking emerging market users.
From the end of July this year, JD.COM began to send a lot of resources to the shopping service. For example, it launched a large-scale shopping invitation meeting nationwide, formulated a policy of opening the platform-free use fee to all kinds of businesses, reducing the deduction point to 0.6%, and quickly reviewing and settling in for six hours, and announced that it would directly use the shopping entrance of the WeChat discovery home page to JD.COM for shopping.
From this point of view, this year’s "double 11", the giants will inevitably have another fierce confrontation in the sinking market. However, Jiang Fan also told reporters that "the sinking market is an incremental drive, but it does not represent all. We never said that we only do sinking market, but we saw that users in the sinking market grew very fast this year, forming a force in the broader market. We also have different driving factors to drive the growth of the entire platform. We will not say that we only pay attention to a certain market, we will look at the overall development. "