The hottest tmall post double 11 era will carry ou

Tmall post double 11 era: channel reform will be carried out to compete for international brands

after double 11 created the myth of 19.1 billion transaction volume, tmall is brewing a new generation of channel reform. 19.1 billion is enough to lure traditional channels and brands to move online. In this e-commerce movement, platforms such as tmall, jd.com and Amazon have just begun to compete for brand resources

according to several brands, tmall will provide international big brands with an off-site B2C system, allow independent domain names, and give brands the right to manage dealers in the background. Internally, it is called "channel revolution 2.0", which will be launched in November

this is a new measure to be launched by tmall after the double 11, which means further increasing support for big brands and more resources to big brands. Judging from the report card of double 11, double 11 is more an opportunity for big brands to show their skills. Traditional brands have become dominated by tmall. Among the top 10 sales, traditional enterprises occupy 9 seats

at present, tmall adds 60-90 businesses every day. According to this calculation, it will add 20000-30000 businesses a year, which is very considerable. An Shihui, CEO of ruijinlin, an e-commerce agent operation company, said that after the double 11, traditional brands realized the power of e-commerce. The most intuitive manifestation is that the consulting volume of the company's agent operation business has increased by at least 20% to 30%

however, the disadvantages of the post double 11 era have also begun to appear. According to the data monitored by Huihui under e-commerce, two days after the traffic peak of double 11, only jd.com, Dangdang and Suning Tesco among the top ten e-commerce companies saw their traffic increase, while Yixun, tmall, Amazon, No.1 store, Gome, Vanke and Kuba all experienced traffic decline to varying degrees

limingshun, CEO of the rebate browser Caimao, said that in the two days after the double 11, the sales volume of most e-commerce stations fell sharply, which was less than the figure before the double 11. Tian Yuan, brand director of the new Qitian electric appliance city, said that in terms of the electric appliance brand, the double 11 overdrawn part of the consumption capacity, and it is expected to take a week to recover. Some clothing brands said it would take half a month to return to normal

for brands, double 11 makes them "painful and happy". When more and more traditional brands are transferred online, how tmall can win-win with brands has become a difficult problem in front of it

the essence of "double 11" is tmall brand building activities. With the completion of its mission, will the era of "double 11" end or be replaced by other models

post double 11 era: sales decline

double 11, what kind of battle is it

the double 11 promotion, which originated in 2009, was originally intended to be a tmall brand building activity. On the one hand, it will accelerate the membership of tmall, quickly transfer the user base to tmall, and on the other hand, enhance the influence of tmall in traditional brands

as the competition between e-commerce platforms intensifies, it has evolved from tmall double 11 to the shopping Carnival of the entire e-commerce industry, which has been given a new meaning: e-commerce platforms such as tmall, jd.com, Amazon, Suning, etc. all want to prove who is the real leader in the market

from 2009 to 2012, the sales volume of Taobao and tmall on the double 11 increased from 100million yuan, 936 million yuan and 5.2 billion yuan to 19.1 billion yuan, indicating that tmall's brand building goal has been achieved and tmall has become the biggest winner

however, after the outbreak of double 11, the sequelae also began to appear: users' consumption was overdrawn, and the traffic of most e-commerce stations fell after double 11, which was less than the figure before double 11, entering a week of silence and recovery

according to the data monitored by Huihui under e-commerce, in the two days after the traffic peak of double 11, only jd.com, Dangdang and Suning e-commerce among the top ten e-commerce companies increased their traffic, while the traffic of e-commerce companies such as Eason, tmall, Amazon, store 1, Gome, Vanke and Kuba decreased to varying degrees. Among them, the traffic of e-commerce companies on November 13 decreased by 19% compared with that on November 8, that of tmall decreased by 17%, and that of Amazon China and store 1 decreased by 13%

limingshun, CEO of the rebate browser Caimao, said that in the two days after the double 11, the sales volume of most e-commerce stations fell sharply, which was lower than that before the double 11. "Because the double 11 digests ordinary needs and consumes the expected budget of users' purchase in one day, it is not necessarily a good thing in the long run."

Tian Yuan, brand director of xinqitian electric appliance city, said that in terms of electric appliance brands, the double 11 overdrawn part of the consumption capacity, and it is expected to take a week to recover

COFCO participated in the double 11 event for the second time. Zhou Ying, COFCO's e-commerce director, commented that the double 11 made them "painful and happy"

"tmall is very strict about the discount intensity of brands, and there is not much profit. COFCO's price is very transparent during the double 11, almost sticking to the cost price, which is our pain." Zhou Ying said, "in terms of happiness, COFCO sold 7.14 million on tmall's double 11. This number is impossible offline."

he revealed that COFCO sold 60000 orders on the day of double 11, of which more than half were new customers, which was beneficial to the store to expand its influence and obtain new users

the relevant person in charge of men's wear brand and wolf dance e-commerce concluded that the double 11 overall increased the purchase and sales volume of dancing with wolves due to the uncertainty of the hardness of the standard surface and the back, and increased the popularity of dancing with wolves at the same time. However, the sales volume on the day of the double 11 was equivalent to that of more than a month or even several months. The number of consumer inquiries, express deliveries, and after-sales processing all showed an n-fold increase, which tested the brand's comprehensive operation level, and also affected the user experience of consumers to a certain extent

the person in charge said that around the double 11, the daily order volume of dancing with wolves decreased compared with the average level. From November 13 to 16, the daily order volume was 140000, 130000, 110000 and 110000 respectively. During the warm-up period, the order volume on November 9 was the lowest, with only 5000 orders

"the double 11 will have a greater impact on Taobao brand. Compared with before the double 11, our order volume after the double 11 is not as serious as that of Taobao brand, and it is gradually recovering. 130000 orders per day are normal. In terms of turnover alone, we have recovered 80%, and it is expected to return to normal in half a month." He said

the person in charge of an electrical appliance brand who did not want to be named revealed that due to the low gross profit of electrical appliances, the company's double 11 promotion was at a loss, but it would treat double 11 as an advertising investment

double 11 is more an opportunity for big brands to show their skills, because behind the double 11, there are higher requirements for the comprehensive strength of warehousing, logistics and so on. "Double 11 expands the advantages of large brands, and small brands are unlikely to perform well. As a big brand, I hope tmall double 11 can continue." COFCO Zhou Ying said

single station, double station, 3 station and 4 station are displayed respectively; Synchronous rapid experiment; Automatic reset; Automatic judgment of qualified and unqualified; Multi window display of experimental data; Temperature control display; Alarm prompt channel revolution 2.0 competes for international major brands

even with the sound of clearance of tail goods, express warehouse explosion, traffic decline and so on, it still cannot hide the positive significance of double 11 to the entire e-commerce ecosystem. On the same day, tmall and Taobao achieved a total transaction volume of 19.1 billion yuan. The total retail sales of consumer goods in China are about 30billion a day, and the sales of all e-commerce in Taobao for the first time exceed the offline figures

Lu ZHENWANG, CEO of Shanghai Wanqing Business Consulting Co., Ltd., analyzed that the double 11 promotion will bring two major changes: one is to stimulate the transfer of traditional retail channels and traditional brands to online, and the other is to promote the white hot competition of open platforms. Major e-commerce platforms have felt the power of traditional brands and will adjust their strategies to enter the market more quickly

tmall has achieved the goal of educating traditional brands through double 11. At present, tmall adds 60-90 businesses every day. According to this calculation, it will add 20000-30000 businesses a year, which is very considerable. An Shihui, CEO of ruijinlin, an e-commerce agent operation company, revealed that after the double 11, traditional brands realized the power of e-commerce. The most intuitive manifestation is that the consulting volume of the company's agent operation business has increased by at least 20% to 30%

the latest news shows that tmall is brewing "channel change 2.0", which will provide international major brands with off-site B2C system, allow independent domain names, and give brands the right to manage dealers in the background. This measure will be implemented in November. This means that tmall will further increase its support for big brands and tilt more resources to big brands

Lu ZHENWANG commented that tmall is transforming into an offline department store. "Traditional big brands have the power to operate independently. Providing independent B2C support for traditional big brands can enhance the synergy between big brands and tmall and support the development of tmall. Technically, tmall has the ability to provide independent B2C support for big brands and connect with tmall's technical system."

at present, the e-commerce of traditional enterprises has just begun. With the transfer of traditional brands to online, it can be expected that the competition for brands from e-commerce open platforms will intensify

before the double 11, there was a war of words between tmall and jd.com. According to the brand, it was an open secret of the industry that tmall asked the brand to "choose one from the other"

"traditional brands, e-commerce platforms and e-commerce platforms are a process of interest game. Business game should not be judged by morality. Once suppliers and traditional enterprises are mature, they can also coerce platform providers in turn." Gongwenxiang, a senior e-commerce official, commented, "it will be at least three to five years before the e-commerce situation is initially settled, and the interests of all parties will tend to balance."

will the suitable pendulum be replaced in the era of double 11 (the strike energy of the big pendulum is 300j, and the small pendulum is 2 knots?

for e-commerce platforms, whether double 11 or double 12, it is a good time to rush the annual sales. The fourth quarter is the peak period of purchase transaction volume, and the customer unit price in winter is high. The transaction volume of some e-commerce stations in the fourth quarter can reach half of the annual transaction volume.

for brands, double 11 is to clean up inventory, brand marketing, enhance popularity, and obtain new user opportunities. For Consumers, double 11 is a feedback activity, which will attract more users to try to buy goods on the Internet

however, is the "double 11" model sustainable

one view is that the double 11 promotion may come to an end

first of all, this year's double 11 trading volume is 19.1 billion, of which tmall's trading volume is 13.2 billion yuan, a year-on-year increase of 4 times compared with 3.36 billion yuan last year. It will be difficult to achieve a more than 3-fold increase next year, which may not meet people's expectations

second, double 11 has completed its historical mission - to quickly shape the tmall brand, educate and attract traditional brands. Tmall's goal has been achieved, and the ultimate online and offline PK has been launched. At present, double 11 has become a way for some traditional brands to clean up their tail goods, which is not conducive to the long-term development of tmall

third, the sales volume of the double 11 pairs has been limited. Wang Ran, CEO of Yikai Capital Co., Ltd., believes that the "double 11" is not a good thing for China's e-commerce: 1. Artificially arching a crest on the sales curve that could have been smooth, because the nibbling effect may not really bring much actual increment, but also let businesses' warehousing, logistics, customer service and other links directly hit the bottleneck. 2. Further strengthen the bad habit of Chinese consumers that price is the only one dimension, dragging Chinese e-commerce companies away from healthy gross profit collectively

fourth, if the transaction volume reaches 30billion next year, logistics will be paralyzed. Lu ZHENWANG believes that in order to increase sales, shopping can be decentralized and more small activities can be carried out. There is no need to adopt this Spring Festival style congestion

fifth, the 50% discount promotion will have certain side effects on the brand, which will have an impact on the offline of traditional brands