Electric Dealer fights Singles Day price war 800,000 express industry army prepares for

Statistics show: 2011 "Double 11" Day Cat trading volume reached 3.36 billion yuan, the first minute influx of 3.42 million people, 8 minutes to complete the first billion turnover, 10 hours generated 1 billion yuan turnover; and from the data below the line shows that this year from September 30 to October 7, Shanghai 395 Large and medium-sized commercial enterprises, 5,000 more outlets in "11" Total operating income of 6.43 billion yuan during the two-day period.

According to the International Finance report, this year is the "double 11" singles festival for the fourth year, from 2009 to 2011 for 3 consecutive years, the network sales feast has evolved from the Taobao solo carnival into the warlords and up. 2012 "Double 11" can be replicated again legend I am afraid not by Taobao to decide.

Multifaceted, the price war has begun

For the day cat, "Double 11" is a victory of the battle. There are rumors in the industry that 2012 "Double 11" day cat proposed sales target of 10 billion yuan. For market expectations, Cat Mall vice President Wang Yulei in Hangzhou Media meeting will be clarified: "Double 11 this year" No sales target, outside speculation are not reliable. ”

Some people in the industry will Wang Yulei clarification as against this year "double 11" emboldened. After all, it's not just the cats that want to give up at the end of the year, Jingdong Mall, new egg nets, bowser nets, Amazon, Tencent Xun, etc. are riveting, and strive to "double 11" when the arrival of a way to kill, even the low-key Amazon China, this time there are "big moves": Will be November 5 to "double 11" During the period of a week of large-scale "mysterious promotional activities", then "will give consumers a surprise."

"Double 11" is at the turn of autumn and winter, plus the traditional brand has to clean up the stock of the tail of the pressure, the electricity business collective grab food "double 11" in reason. "Lei, director of China e-commerce Research Center, said," In addition, many electric dealers themselves also have financial statements operating pressure, hope through the "double 11" to make a difference. ”

In the final analysis, however, the essence of "double 11" is the price war. "It's hard to guarantee that sellers don't cheat on prices," lei. For example, raise the price of a commodity 1 weeks before the event starts, or "hide" some of the discounted items on the day of the event. "In this respect, Wang Yulei promise," once found that there is a store of virtual lift price discount situation, not only will it clear the "double 11" shopping carnival official activities, but also to the merchant for further deduction penalty. ”

Determined, sellers raise pressure

"Frankly, what worries me most is the explosion," he said. "The second time to participate in the" double 11 "shopping Carnival of the network business Pink doll head Chen Jing, recalled last year November 11 when the situation, only" rush "four words described. So they started preparing for months ahead of the year.

With Chen Jing has the same experience and the owner from the AO-flower lighting. "This year, we are stocking 4 times times last year and worth tens of millions of yuan," he said. At the same time, our warehouse also expanded by about 1.5 times times, the official staff increased by more than twice times, temporary also found dozens of. ”

In order to be able to take the first prize in the end of the promotion war, the network sellers have started to determined, among them, the fund reserve became this competition "the warm-up match". The reporter learned from the source that, since the middle of September, network sellers for credit loans, order loans and other products to accumulate applications, near the "Double 11", financing enthusiasm has reached the peak of this year.

Data show that as of mid-October, the number of Internet sellers to raise funds increased by 40%, 20% of the amount of money received by the loan sellers reached this year's peak. Among them, clothing shoes bag, 3C digital, mother and child type of network sellers financing action is most active, these categories are also considered as the year-end network promotion of the main category.

Logistics reserves, high-paying digging angle in advance

"In addition to stocking up," Double 11 "There are many things to worry about." "Lei analysis," for example, the electric business platform to withstand the ceiling, payment system affordability, banking system affordability, Network page load. Of course, have to mention is, express logistics can keep pace. ”

In order to avoid express, logistics appeared last year's embarrassment, Domestic Express company in 1 months ago has begun for the upcoming online shopping season "recruit".

According to reports, Yuantong, Qualcomm, Shentong, home urgent delivery and other logistics companies have issued information urgent to hire courier, to provide 3000 yuan to 8000 yuan salary. A source said to reporters, Shen Tong Company Qingdao A network of up to 12,000 yuan to 20,000 yuan monthly salary, and EMS also issued a monthly salary of 15,000 yuan.

November 1, China Express Association organized Ten express companies for the "double 11" shopping carnival held behind closed doors coordination, full sprint can be called the "Spring Festival" "Double 11" shopping carnival.

Express Industry association secretary General Dawa said, China Post Group joined and express industry more than 50% of the growth rate, so that the courier industry has a total of 800,000 express Army service in the "Double 11", a history, of which, only the top ten private courier from the previous 300,000-person surge to 365,000 people. "Nevertheless, in the face of hundreds of millions of of consumer demand, there may still be a capacity gap, so this year the direction of the courier industry is busy and orderly." ”

In addition to "Rob People", the major express companies compete to "buy horses" supplementary capacity. Data show that the top ten express companies currently have a total of 153,000 transport vehicles, on this basis, for the "double 11" added nearly 30,000 social reserve vehicles, and through the advance reconstruction and leasing, and other ways, the sorting field area on 1.28 million square meters, the increase of 210,000 square meters, improve the transit field package throughput capacity.

Dawa said with the development of the online shopping market, this year, the express industry will increase by more than 50%, all the people in the recruitment, the postal group, but also the original "Four lanes" is changed to "two-way six lanes", but relative to the hundreds of millions of net users demand, capacity gap will still exist.

(Securities Times News Center)