Last year's largest online shopping festival "network Monday" 1.25 billion U.S. dollars

Tencent Xun net sales growth 601%

The "good voice of China", which is red over the motherland, has been closed. Taking stock of this program, the audience can not help but exclaim: "China's good voice" how almost become "Jilin good voice"? The final "good sound of the year" laurel, but also flowers fall in the bosom of Jilin, Liangbo fame. And the player Gangzhendong, also achieved good results. The music industry Jilin Group performance is not bad, and in 2012 was known as China's good "11" "Double 11" promotion war, Jilin Electric business also want to keep this lucky continuation. So, Jilin Electric power in this promotion war is how to bet? At present, what is the current situation of Jilin electric power supplier? This reporter through the interview, panoramic display of the province of my provincial electrical business "double 11."

To prepare for the war

Worry about low price promotion profit or

Perhaps because the "double 11" is too close, as the local size of the larger electric dealers, Changchun, a franchise of handmade chocolate company General manager Yin Hongmei unusually busy. In the reporter repeatedly communication, finally facilitated the interview. See her in the office of 60 square meters, the background wall, storage cabinets are all over the yellow and black chocolate elements, while sitting in front of the computer table Yin Hongmei is slightly tired. "The time is really too tight, just flew back from Beijing, and Beijing East talk about" double 11 "promotion. Yin Hongmei told reporters that this year, a total of Election Day cat, Jingdong Mall, Amazon, Suning easy to buy, QQ Mall, where the customer, shop 1th and so on 8 electric business platform, participated in the "timed snapping", "50 percent capping" concessions and other activities, the foot of the full, only in the "Double 11" on the day, on the preparation of more than 3 million yuan merchandise.

How much profit can the more than 3 million-dollar commodity bring? Yin Hongmei said the heart is still not bottom son. She frankly, chocolate this commodity, in the price war, in fact, there is no advantage, and the traditional 3C digital products, clothing, shoes and hats, there is a gap in sales expectations. After all, DIY chocolate products, more to do is a premium, discount on the loss of traditional meaning, low price promotional profits or not.

Yin Hongmei told reporters, participate in activities is not charge, but if you want to participate in the collection of cost-effective or diamond booth to promote such activities will pay no small price, now participate in the cost margin 500,000, can participate in the need to auction, even if one day, the cost is not the same. For example, last year's Christmas, we want to participate in the cost of at least 200,000. If you participate in the Beijing-East Diamond Booth Carousel, one day, the cumulative rotation time of 1 hours will be 120,000. Of course, this is only the registration fee, if there is a business at the same time competition, the price will increase, and the form of competition, the final who out of the high price who can get.

Nanyanzhiyin

Logistics customer service becomes the bottleneck of development

At the same time, there are many difficulties. Express "not to force" and customer service personnel recruitment is also unavoidable thing.

"There are not enough flights in the northeast, delivery is not timely is our biggest headache, is the bottleneck in marketing." "Yin Hongmei introduced, at present, the company by Shun Fung sent to the National Express reached 80%, while the other does not require the speed of the express through the Yuantong and EMS issued, to buy our products are required to have speed to ensure that, if the jewelry-grade products arrive slow, it will reduce our quality.

In addition, the existing 7 people customer service team, can not meet the peak business period of demand, now an experienced customer service staff, their wages are higher than the offline 20%, at least to get the hands of more than 3,000 yuan, there is a commission. The reason why the salary is so high is because the job has to face a strong challenge, customer service from 9 o'clock to 11 o'clock in the evening are on duty. ”

She said, based on this issue, also considered a high salary in Beijing to hire a team responsible for all-round online promotion, but so far no one dares to take this junlingzhuang.

Jilin Electric Power Supplier

About 1.32 million in the first half of this year

According to Chongjon, head of the Electronic Commerce Department of the Handmade Chocolate franchise company, 3 customer service staff didn't sleep a wink after the "Singles Day" arrived. When you see the company's sales performance in the continuous breakthrough, hard also worth. "As of 13 o'clock yesterday, the number of shipments increased by 30%. Duan June predicted that in the days after the "Double 11", from talking to the buyer, after the festival, there is likely to be a "big single", which is expected to be sold on the line this month will be up to millions of products. "This is still very unexpected, although there is a gap between the expectations, but there is some hope." "Yin Hongmei has given such an evaluation in the current promotions.

Some people can not help but ask, the current situation of Jilin electric power business? According to the data released by the Center for Social and Development Research at Peking University, the number of Chinese electricity dealers has already surpassed 83 million in the first half of 2012, while the electricity quotient of Jilin Province accounted for only 1.59%, and the reporter calculated about 1.32 million.

And according to the cat side, the current electric dealers in Jilin Province to participate in the cat "Double 11" promotional business has 16, of which sales of sports apparel franchise stores, local specialties, health care products are mostly businessmen. Because of the late start, is now in full pursuit.

Jilin Buyers

Full fire, clean, Taobao.

Jilin Electric power business in the power of the World War, Jilin buyers full fire crazy Taobao.

"All caught up with the launch of the satellite, for the people who are often online shopping, who can sleep, ah, I use the cottage plate" treasure ", daughter-in-law with the home computer orders. "Changchun buyers Mr. Li told reporters that November 11 1 o'clock in the morning, in a store in the phase of a value of 178 yuan sweater, shop sales promotion pieces of 600 pieces, also 5 minutes, in the selection of preparation after the purchase, found that the merchant shop, has been made out of the words of goods."

Coincidentally, Changchun buyer Yuanyuan told reporters, in this time, she also joined the blood Fight team, just tea, has bought more than 800 yuan, bee products also bought more than 300 yuan. "This message hair, a moment, a variety of promotional information, with the New Year's Greetings message have a spell, really see, a year on this once." "She said, there is more than a feeling of their own, QQ usually love to shop sisters, if the past in the early morning, all are off the line, but in the" Double 11 "coming, the head is lit up, the exchange process, all of the stay up late consumption Amoy baby.

Crazy more than the buyers in Jilin, Shanghai, Mr. Shaw recalled the early hours of November 11 snapped up the scene, or unusually excited, "early this morning, the cat hair Micro Bo said after the people traffic is huge, some areas of users pay congestion, many consumers in line waiting for payment." So I asked the friend if the payment was successful, and asked the friend if he had taken the payment, and tried to make a payment. It took me two hours to go backwards and forwards, just like the war, too exciting, too high. ”

How's the record?

Day cat turnover super American electric dealer highest record

Behind the lively promotion, what kind of report card did the electric dealers harvest? According to the cat data, 11th, the first minute after 0 o'clock, more than 10 million independent users poured into the day cat. Only 10 minutes after the 11th zero event officially began, the cat transaction amounted to $250 million. From 2011 "Double 11" activities began 1 hours cumulative consumption of 439 million yuan performance, this year, the enthusiasm of consumers can be seen. As of 0:37 39 seconds, the turnover of the event has exceeded the 1 billion yuan mark.

The reporter learned from Taobao, as of 11th 2:19 A.M., the day cat "Double 11" event Alipay turnover has reached 3.37 billion, more than last year, "Double 11" Cat's Day record.

As of 11th 11:18, the day cat "double 11" turnover exceeded 7.9 billion yuan. Surpassed last year's largest online shopping festival in the United States "Network Monday". On the same day, the U.S. shopping website online sales amounted to 1.25 billion U.S. dollars, about 7.8 billion RMB. As of 11th 13:38, the cat this year "double 11" sales have reached 10 billion yuan. The day 16 o'clock, following the breakthrough of tens of billions of marks, Taobao net turnover of 12 billion yuan to break the new high.

And on 11th, 36 minutes, Suning Tesco executive vice President Li Bin published statistics show that from November 9 ~ 10th, Suning easy to buy the start of the "3 days 3 nights super 0 Yuan shopping" activities within two days, Suning easy to buy the site overall sales growth of more than 20 times times, the total turnover reached nearly 1.5 million single, Web site traffic to achieve nearly 20 times times the growth. Li bin also expected 11th sales will be more than 9th and 10th combined, "double 11" to promote 3 days of the overall sales of suning is more than expected 20 times times the growth rate, a record high in historical sales.

At the same time, official data from Xun also showed that the hurricane action from the start of the day to 11th, Xun orders and sales have repeatedly updated the history record. One of the "Singles Day" open One hours, Tencent Xun net order growth of 233%, sales growth of 601% Quarter-on-quarter.

And according to Sina Weibo on the user feedback, due to the traffic is too large, day Cat merchandise page, payment page have system instability problems appear. Many users are unable to list or fail to pay. In addition, there are also problems with the Internet banking system, which is reflected by the users of CMB and the bank.

The reason for the war

The law of 28 or the law of the jungle?

Is it really a carnival day for the electric business? Can the businesses that are participating on this platform make a full pot after the promotion?

In the opinion of experts, these seem to be impossible to complete the task. Senior Internet analyst Bo in an interview with our correspondent that the reason why there are so many businessmen to join the promotion war, the root cause is due to the importance of business platform influence, in other words, this electric dealer promotion node is here, the participation may not give your business to bring substantial benefits, but if you do not participate, is a bit of a benefit.

In this time of the flow of the king, the basis of the income is 28 law, or the law of the jungle? According to his observation, who has a large flow, who has the right to speak, and this is often the power of public wrestling between the root causes. When it comes to income, it is important to mention whether the participating businesses can make a profit. To be sure, not everyone can make money. Some businesses may have the effect of dissemination, some people just received attention. To the case of the cat, promotional risks and discounts are borne by the merchant, the fore is the big business, it is clear that the law of the jungle, in the field of electricity is not in line with the actual, price before the war, but also not limited to the environment of fair competition. On the contrary, in any promotion, the most important is only a small part of it, although the majority, but it is secondary, it feels more like the 28 law.

"Traffic for the king, is indeed the current e-commerce market situation, from the scale, Taobao and the cat is still the largest, Jingdong although in the 8 15 war, once more than Taobao and cat, but effective customers, or the former stronger." "Research assistant of China e-commerce Center, e-commerce analyst Mo Dai that the 28 law may be closer to reality," double 11 "In fact, is also the traffic, business participation is also valued this point, but many of them are involved, showing a mentality greater than the actual income, more mainly to see long-term effects.

Electric Business War

From one stage to three Echelon

Assembly number for the order, not only for the film and television drama in the setting, it is also applicable to the real version of the electric Business war. November 11, the most popular promotional nodes in the electricity market, as if the assembly number, the electrical business of the "speedy report". The unprecedented promotion, lets the promotion war smoke four. There is a place where there is competition, although promotional means are discounted as the center, but there is always a ranking of the electric dealers to explain the status of the lake.

Mo Dai in the interview with the reporter said, recall that the electricity market in the past is not difficult to find, as early as 2008 years, the domestic electric business platform is almost Taobao a person's stage, at that time other electric Shangdou has not formed a climate, is still groping in the forward, from the current situation, the first Echelon is undoubtedly still a day cat. Then the second echelon of the Beijing-east, Tencent, Suning easy to buy, Gome Online mall as a catch-up, is speeding up the platform and absorb the pace of flow. Look at the third echelon, Xun nets, silver Thai nets, only goods will, shop 1th is also a hot pursuit, including CCTV Electric Mall and other electric dealers are not reconciled to loneliness.

According to China's E-commerce research Center monitoring data showed that in the third quarter of 2012, the market share of consumers online shopping, day Cat Mall to 46.8% ranked first, Jingdong Mall to 21.5% ranked second, Suning is the third, but the market share only 3.8%.

"E-commerce as a new business platform, businesses are also more recognized, the reason to get together into the market, in fact, everyone is seen in front of this piece of cake." "Mo Dai said that from this year's promotional time, it can be found that every year to the beginning of the November," Singles Day "promotional action, this year in late October, the merchants will have the action, in addition, from the stock and discount strength on the view, is unprecedented, the purpose of the business is very clear, is small profits but quick turnover, improve visibility.

Powerless

Next year "Double 11" will be integrated tide?

Is it a Singles day or a shopping festival? November 11, the original people in the eyes of the "Singles Day", in the electricity quotient "festivals, no Festival" theory under the guidance of the fundamental completely by the electrical business subversion. "Singles Day" by way of Taobao in 2009 launched the "Artificial shopping festival", logically become the industry's most important "price war".

The lively promotion scene, has concealed too many industry crux. With the difficult breakthrough of traditional electric dealers, as well as physical businesses have to test the water on the line, blood-letting sales promotion business blindly crazy discount promotions, ostensibly for the industry's leading position, but behind the huge financing needs. The enterprise profits to subsidize the consumer violates the commercial law, eventually will stage "does not promote not to sell" the life and Death to rob.

Then, next year "Double 11", the industry is how to see it? "Large-area consolidation is not expected, but small mergers are likely to happen," he said. "Speed road network President Fan Feng in an interview with this newspaper, said that the current speed of the development of the electricity business, the possibility of slowing down the pace is not." 2011 The whole year net buys the scale to reach 809 billion yuan, has accounted for the national social merchandise retail total amount 4.4%, under normal circumstances, achieves the 30%~40% industry bottleneck period only then may appear. But that does not mean that industry consolidation will not happen.

He gave reporters an example, Ali under the Taobao and the cat, more value Consumer-to-consumer market, (that is, individuals), due to better platform, the risk of strong control, capital liquidity is abundant. And compared to the current majority of the owners of electricity in the product richness, hope that through a wealth of goods to attract customers. As a result, consumer E-commerce enterprises (enterprises to individuals), began to go the way. In order to meet the needs of consumers, consumer E-commerce enterprises have to spend a lot of money to enrich the supply. And most of the E-commerce enterprises are supported by venture capital, often e-commerce operating environment established, because the speed of burning money too fast, many enterprises have been powerless. This physical overdraft is likely to become the fuse of the industry's internal mergers.

And in Bo's view, there is little chance of such integration in the short term, e-commerce platform is still in the rising period, and group purchase site of a single species, homogeneous goods too different, the current electrical quotient in the concept of goods, there is a personality, so similar to group purchase site that the collective integration of the phenomenon will not focus on the emergence of, no accident, next "Double 11" promotions, will still see many new electric dealer faces, which have new electric dealers, or want to be through the electric business platform to show their fists.