Double 11: A feast prepared only for the platform

2014 0 o'clock in the morning, a series of digital float now facing more than 400 domestic and foreign media before: 3 minutes 1 billion yuan, 8 minutes 3 billion yuan, 38 minutes to break through 10 billion yuan. This is the Alibaba Group's online shopping platform for the day Cat Mall, held the "double 11" promotional activities of the turnover. The next few minutes, many people in the online response Alipay system busy, unable to successfully pay.

This scene was also staged last year at the Alibaba Chamber in Hangzhou Xixi Park. Only last year's turnover of more than 1 billion yuan cost 6 minutes 07 seconds, 5 hours 49 points more than 5 billion, 12 hours more than 17.52 billion.

This has been 6 years of promotional activities, peremptory has become a special promotional festival for electric dealers.

As Alibaba Group COO Zhang said, originally selected November, is because the year 12 months, 11 months are all kinds of holiday promotions occupied, only November empty out. This is not the only holiday of the year, but the monthly promotions that have been carried out in various regions of the market, due to geographical and communication channels, the limitations of the purchase channel, its influence is far from the current double 11 compared.

A stunning set of data:

11000 people into the campaign.

14 Logistics Express Delivery Service

500 sets of contingency plans

8 Times Stress Test

28 physical shopping malls to join: Yintai Commercial, Wangfujing department stores, Grand Hyatt City, Canton Bai goods, etc.

More than 30 financial institutions on the platform of a cost-effective double 11 financial insurance

This new business opportunity, created by the imperfect construction of basic shopping facilities, flourished after 2008 years of SARS and successfully introduced strong competitors. In addition to the beginning of the electric business in the form of the Beijing-east, when, Poly-Mei excellent products, as well as the transformation from the traditional mall gome, suning appliances; even Taobao can not help to launch about the day of the cat, in order to grab more lucrative profits. With their help, the "Double 11" was successfully created as a promotional term for the electric dealer.

Known as the internet phone's millet mobile phone, in the double 11 period red meters full range of price reduction of 100 yuan. Millet mobile phone called Millet Cat flagship store 4 minutes 48 seconds to pay a breakthrough of 100 million yuan.

In addition to participating in this promotion also includes Amazon and other electric business platform.

In order to compete for the attention of consumers in the double 11, the Beijing east and Alibaba, who are wrestling with each other, almost tore the skin.

The header is a recent Beijing-East video ads, the general content is: Buy a fake it? Shang Jing Dong, no fakes.

October 30, 2014, the cat in a "circular letter" accused a few electric dealers "double 11" advertising "Blind Amoy", "fake" and other words innuendo, "Double 11" is Alibaba's trademark. After verification, it is true, Alibaba in November 2, 2011 Application for registration of "Double 11" 41, 38, 35 categories of trademarks, respectively, February 28, 2013, December 28, 2012 effective.

October 31, Jing-dong through the official micro-blog, micro-letter complaints, "a business enterprise Qualcomm issued a" circular letter, the wording of the strong request of the major media not for other electric enterprises to publish with the word ' double 11 ' promotional ads. ”

A momentary public opinion was aroused. Alibaba Group CEO Lu had to come out smooth, said, double one belongs to everyone, but refused to be malicious marketing.

The Double 11 lets several main platforms in this day out the limelight, occupies the media layout. But what does this day mean for the business involved?

Observers believe that some businesses see the double 11 as a good opportunity to brand, and some businesses regard it as a golden opportunity to "clear inventory" and "flush sales".

However, strategy& Global partner Xu Jin, who has more than 12 years of experience in management consulting and market research, argues that "theoretically, if consumers only buy a product in the context of 50 percent activities, they are either not the target consumer of the brand or the brand is overpriced." So it's important to keep the balance. Many brands of network sales if too dependent on "Double 11" (Accounting for 50% of online sales), this operation is not sound. ”

The aim is not pure and too much emphasis on prices let this day's goods be positioned as "inferior products." That is true. China industry Research Network data show that 2013 days cat "Double 11" return rate has reached 25%, some businesses up to 40%.

AQSIQ official website November 5 from the days of the cat, Jingdong, Amazon, when, No. 1th Shop, where guests, wangfujing and other electric platform for a total of 359 enterprises to produce 502 batches of E-commerce products. Inspection shows that the passing rate of 73.9%, 131 batches of electrical products were found unqualified. Among them, unqualified product detection rate more than 30% of the 7 kinds. The highest rate of shoe failure, up to 56.3%, followed by plush toys, 40%, and more security risks. Two "Rong Sound" senior hair dryer, a "Konka" indoor heaters also on the black list. Cashmere knitted garments have 11 batches and not even cashmere components.

How the outstanding brand to only through the picture, the text description, from a pile of unqualified products to stand out, for some established reputation of the brand, it is not difficult. But if for some small and medium-sized brands, Amoy brand status may be its reference in a direction.