Big Data E-commerce: Jack Ma's Double Eleven Singles Day Experiment

The data provided by Tmall shows that there are more than 1 million express delivery personnel in the country preparing for Tmall "Double 11", more than 150 new distribution centers in the 13 domestic express delivery companies, and more than 2 million square meters of operating sites. Added 4,000 cars.

The future e-commerce is big data e-commerce, Jack Ma has defined the future of e-commerce. However, what big data e-commerce is like, Alibaba Group has never given a precise definition, nor has it been demonstrated at the operational level. Everything stays on top of imagination.

This year's Singles Day (November 11th), big data e-commerce will unveil the first veil. On October 15, Alibaba Group held a "Double 11" press conference in Hangzhou.

According to Wang Xiaolei, vice president of Tmall, the future big data e-commerce includes at least the following three aspects: one is O2O, which is the combination of offline and online; the other is actualized, that is, the positive interaction between users and manufacturers. The third is personalization, that is, thousands of people. Wang Yulei said that "Double 11" will make a fuss about the above three aspects.

In fact, the future three businesses of the Alibaba Group of Jack Ma are also centered around big data. One is big data e-commerce, namely Alibaba Group; the other is big data finance, namely micro-financial group, and the third is big data logistics, namely rookie technology.

With Jingdong on the two runways, one is listed on the run, the first listed company will get financing advantages; the second is the ecological layout to run. On the first runway was a “100-meter dash” and on the second runway was a "marathon".

Offline store first participated

The Singles Day of previous years created online shopping spree. With the development of mobile Internet, this year's Singles Day will create a collective carnival of O2O online and offline.

In an interview with "21st Century Business Herald", Wang Yulei said: This year, Tmall "Double 11" will break the online and offline business boundary, and integrate 30,000 offline stores covering more than 1,000 cities and counties across the country, through Tmall wireless client and The line is fully open.

Wang Yulei revealed that more than 300 brands including Uniqlo, GAP, IT, Toys R Us, Baodao Glasses, Yintai, Haier, Erdos and Hongtu will participate in the Tmall "Double 11" shopping carnival.

The premise of seamless integration of O2O mobile Internet technology development, specifically to the product is Tmall wireless client and high German map. The relevant person in charge told the 21st Century Business Herald that consumers can shop in three ways. One is to visit the Tmall client to purchase goods, and then navigate to the offline store through the Gaode map; the second is to use Tmall. The client scans the poster to get the coupon for the corresponding product; the third is that the user tries on the offline store, scans the bar code of the product through the Tmall client, adds it to the ditch truck, and purchases "Double 11" on the same day and enjoys 50% off. Offer.

The future of the retail industry is O2O. This is already an industry consensus. One of the topics that everyone is arguing about is whether traditional retailers are laughing at the end, or whether Internet retailers are laughing. The representatives of traditional manufacturers are Suning, Gome, Wal-Mart, etc. The representatives of Internet retailers are Internet vendors such as Taobao, Tmall and Jingdong.

Traditional manufacturers represented by Suning and Gome are arming themselves through Internet technology, breaking through from offline to online; while Taobao, Tmall, and Jingdong are taking advantage of the massive online users, and they are entering the market under the threat of offline stores. Ecological chain.

More than 30,000 stores cover more than 1,000 cities and counties, accounting for about half of the national cities and counties. This is only the beginning. Wang Yilei said that more physical stores in more regions will join the Tmall Carnival next year to experience the thrill of Internet shock.

Big data transformation e-commerce

O2O integration is only part of the rave party. Tmall has prepared 200 million yuan of cash red packets for consumers without any restrictions on use. Different from previous years, this year Tmall will be delivered in a social way: the red packets that consumers can grab can be shared with friends. When friends get red packets, their red packets can also be doubled.

Shared shopping is the basic logic of social e-commerce. The basis for this is Sina Weibo, which is owned by Alibaba Group. Wang Yulei said that for this reason, the user system of Tmall and Sina Weibo has been fully opened, and the friendship of consumers on Sina Weibo will become the basis of the flow of red envelopes.

Wang Yulei said that after "Double 11", Tmall will also derive more sharing, recommendation and communication functions based on friend relationships. More importantly, these shared interactions will generate a lot of business needs and promote new models of future business such as C2B.

The social basis is big data technology: because big data technology can accurately depict the different relationships between people. Wang Yulei said: "Using big data technology, red envelope gameplay will connect people around the real social relationship."

This is not the whole implementation of big data. The second point of big data implementation is the personalized e-commerce of "Thousands of People".

Wang Yulei said that this year, Tmall will operate on big data, so that every consumer has their own exclusive venue. The content of the personalized venue is mainly based on the data integration analysis of the user's behaviors such as paying attention to, browsing, adding shopping carts, and collecting during the warm-up period; in addition, all relevant information such as red envelopes and coupons received by consumers will also be collected. Together, they form the exclusive venue for consumers.

The third characteristic of big data e-commerce is big data logistics. Wang Yilei revealed that this year's logistics data radar will cooperate with the National Meteorological Administration data center to realize the weather forecast and live conditions of the national expressway and guide real-time road traffic conditions.

The data provided by Tmall shows that there are more than 1 million express delivery personnel in the country preparing for Tmall "Double 11", more than 150 new distribution centers in the 13 domestic express delivery companies, and more than 2 million square meters of operating sites. Added 4,000 cars.