What is tmall's sales volume on the double 11 of 2017? What is the secret of tmall's success

en.4hw.com.cn

2019-11-25 18:59:44

4hw.org: the 2017 tmall double 11 carnival is coming soon. According to the 32% growth of 120.7 billion yuan in sales of tmall Taobao last year, this year's double 11 is expected to create a new sales miracle.

In 2016, Taobao tmall's sales reached a new high, with a year-on-year growth of 32%, reaching 120.7 billion yuan.

First look at the historical data: the total sales of tmall's double 11 in 2015 increased by 53% year on year; then, the 2014 double 11 increased by 59% year on year. Keen foreign media, such as the Wall Street Journal, first noticed the signs that the rapid growth momentum of the double 11 may peak: in 2013, tmall broke the record of 19.1 billion double 11 single day sales in 2012 in 13 hours, 35 billion in 2013 in 12 hours and 59 minutes in 2014, and 57.1 billion in 2014 in 11 hours and 49 minutes in 2015. But last year's double 11 day cat didn't break last year's record of 91.2 billion until 15.19 p.m. In fact, with the increasing base, it can be predicted that the growth momentum of the double 11 may decline next year.

Ma Yun should have seen this for a long time. Before 2016's double 11, he let out the wind. There is no requirement for sales data, 'what the picture is is happy and happy'.

The process and results of 2016's double 11 proved boss Ma's judgment on the trend of the success factors of double 11.

1. In terms of the technical support needed for the whole activity, Ali has built the world's top two e-commerce technology platform. Its cloud batch processing platform, maxcompute, is composed of 54000 computers scattered in three places and seven data centers. On the day of double 11, it processed 180 trillion bytes of information. Streamcompute, a real-time data processing platform, can process 950 million accesses per second at peak time. In addition, Ali also has a large number of technicians who have suffered from red eyes or even sleepless days. No matter it level or technical personnel input, it is estimated that there will not be too much potential.

2. The efficiency and speed of logistics distribution of double 11 almost reached the limit. The fastest express delivery was delivered by rookie logistics to Mr. Huang in Lubao Town, Foshan at 0:13: a beautiful juicer. During the period of "double 11" (November 11-16) last year, the volume of mail (express) handled by the whole industry exceeded 1.05 billion, an increase of 35% over the same period last year. Shunfeng even has a high-speed rail package. The speed and scale of double 11 logistics has set a record in the world -- the potential for further improvement is not great.

This article is edited by Sihai life channel, aiming to spread knowledge, exchange and learn from each other, and improve the quality of public life. Please pay attention to Sihai life channel for more life information.

3. From the perspective of customer psychology, in the past, the main selling point of double 11 was discount. But businesses can't always sell below cost - so from time to time there are businesses playing digital games at discounts. According to the 2016 double 11 security shopping strategy released by 360 Internet Security Center, 53% of the goods in 2015 double 11 experienced the phenomenon of price rising first and then falling -- so the State Administration for Industry and Commerce interviewed 15 e-commerce platforms on November 7, asking for standardized promotion to avoid the situation of price rising first and then discounting. At the same time, consumers are becoming more and more smart and pay more attention to the balance of quality and price -- so in the future, when the real discount space of merchants is difficult to continue to expand, the prospect of attracting more buyers by discount alone is questionable.

4. The international market -- the overseas Taobao market, which was hoped by Ali on November 11, 2016, performed well. At 23:19, the first overseas business with a sales volume of more than 100 million appeared -- chemist warehouse from Australia. However, Alibaba did not disclose the specific sales of other overseas businesses. According to the published overseas brand sales ranking, only chemist warehouse shows a sales volume of more than 100 million, the second sneakerhead and the third Costco are all marked with sales volume of more than 10 million, and no specific figure is given -- considering the total sales volume of tmall double 11 is 120.7 billion yuan, the proportion of sales from overseas businesses should be relatively low.

On the other hand, according to the news, 6.2 million overseas buyers participated in the double 11 Shopping Festival through Alibaba express, which is certainly not in proportion to the hundreds of millions of handchopping parties in China. So, will sales from overseas Taoists and international buyers have a breakthrough growth in next year's double 11? Judging from their current proportion, it seems unlikely. In addition, the new US President trump, who holds the banner of trade protectionism, took office, and the uncertainty in Sino US and Global trade relations increased. The influence of Alibaba on a very strong international vision can not be underestimated. No wonder, when the US general election was just over, Ma Yun shouted to trump in an exclusive interview with CNN, calling on the United States to maintain its healthy and positive relationship with China. Therefore, alibaba will continue to play the card of "overseas Taobao" and "overseas growth" in November next year - but it is not optimistic to expect it to occupy an important share.

Maybe as Ma Yun said, 'make a happy picture'. In fact, this is what Ali has been doing since last year's double 11 Party - for example, in addition to the increasingly powerful double 11 party, it released H5 notice - "invitation letter across the universe" - vividly rendering the full enjoyment of the double 11 Shopping Festival, causing the audience to immerse in the scene and produce emotional resonance.

In addition, to grasp the gimmick of cute pets and the association of tmall, based on big data such as popularity, interaction and topic, tmall announced the "double 11 chief cute officer" composed of 11 cute cats before the start of double 11. Through their soft and lovely images and gestures, they convey the pleasure of shopping in double 11.

In addition to tmall platform itself, sellers also began to focus on shaping and delivering the pleasure of brand shopping. On the day of double 11, @ three squirrels released the cross dimensional star MV "delicious song of the God of food", which was sung by Luo Tianyi, a Chinese VOCALOID virtual idol with 550000 micro blog fans. In the animation, three squirrels dance with the magic melody of "delicious and delicious". The company clearly realized that during the double 11 period, consumers attracted only by crazy discounts lacked the stickiness to the brand -- maybe they would not show up for a long time after a purchase -- obviously, this was not what the brand expected to see.

Although Alibaba and some businesses have taken precautions, they started to set up their happy and pleasant side on 2016's double 11 - but overall, the measures are relatively simple, and the leading of the whole double 11 activity is still in its infancy. Along this line of thinking, how can we reach another height next year?

Based on the theories of sociology, psychology and marketing, this paper puts forward a path map to guide the strategy of "double 11" in the future -- in the face of the challenge that resources and discounts are getting to the top, how to shape the joy of festival activities and shopping through three mechanisms: Ritual solidification, group significance and Carnival release, so as to increase participation and happiness.

1 ritualize

Born on November 11, singles day, the double 11 shopping carnival, which was first started by Alibaba Jingdong and other enterprises in 2009, has gradually become a festival for Chinese e-commerce and even retail industry. Although the history is not very long, Ma Yun, chairman of Alibaba, has expressed his ambition to hold the festival for 100 times.

When it comes to festivals, the sense of ceremony is an indispensable part of them -- like the moon watching in the Mid Autumn Festival, tomb sweeping in the Qing Dynasty or family reunion in the Spring Festival -- these are expressive and symbolic symbols and activities that are unanimously recognized by the public. In some western festivals, such as Thanksgiving and Christmas, shopping is also an important part of the celebration. Through these rituals, consumers can build their identity of self and social attributes: for example, buying Christmas gifts for children shows the image of "I am a good father". Or, I'm going on holiday with my good friends for Christmas. In these scenes, there are fixed symbols, such as the Christmas tree; social behavior patterns -- such as buying gifts; matching with corresponding social role identification -- such as good parents and good friends.

The establishment of the festival ritual sense depends on the historical evolution, the inheritance between generations of families, and the shaping of the society after tomorrow -- as shown in the following picture of Christmas story, Parker and his wife choose and buy Christmas trees for their families -- to show the warm side of Christmas purchase.

Due to the short history, the ritual sense of the double 11 Shopping Festival is not rich and mature enough -- symbols such as tmall, chop hand party, etc., social meaning is still vague or incomplete. Tmall has also tried to solidify or materialize the sense of ceremony. For example, this year, tmall took an advertisement to tell a story about the warmth between mother and daughter, and soft preached that double 11 changed people's lives. If such content is more diversified and widely spread, it will help to consolidate the ritual sense of the double 11 Shopping Festival, expand the meaning of shopping - beyond simple and cheap pictures, and establish self and social identity through shopping.

However, it may not only need Ali's own participation, but also need to mobilize experts in sociology, psychology, marketing, communication and other aspects to research the buyers and ordinary consumers of the double 11 ceremony, and extract profound sense symbols and activities -- such as busy express brother. On this basis, the extracted elements are transmitted, strengthened and solidified through various media channels and forms. When the double 11 really has its own unique sense of ceremony and connotation, Ma Yun's proposal for another 100 sessions will have a solid foundation.

2. Collective consciousness

According to the classification of Geert Hofstede, a Dutch anthropologist, China is a typical collectivist culture. At the same time, recent internet research also shows that Chinese collectivism is also reflected in online shopping behavior Compared with European and American consumers, Chinese consumers pay more attention to interaction, reference group opinions and group feelings.

In fact, Ali has consciously increased the sociality of the double 11 this year: the live show of tmall's double 11 has stars in every show since November 1. On Sina Weibo, it widely launched celebrities, big V and netred to release the double 11 information, and closely interacted with users. For example, on November 8, the big V @ Yu Xiaoge of fashion circle and the column "goo said" were broadcast live on a live platform to promote the overall strategy of "double 11". The total number of viewers is over 8 million, and the number of likes is over 10 million.

However, further observation shows that due to the strong media attribute of microblog (including live broadcast), social interaction mainly focuses on the relationship between brand (or platform) and consumers -- the social interaction between consumers themselves has not formed scale or joint force, and has not fully released the society under the Chinese collective culture