No one seems to remember the meaning of the Singles Day.

It seems that no one remembers the original meaning of "Singles Day", was registered by Alibaba "Double 11", has become a national shopping carnival, a comprehensive impact on the Chinese electric dealers up and down tour. Alibaba has won an absolute championship in this battle.

Ma Yun "Behind" men and women, in this year, altogether for Alibaba to create a total of 57.1 billion yuan sales. Last year, the figure was 35 billion.

In fact, the shopping festival did not significantly increase the amount of consumption on the platform of electricity, but changed the structure of consumption time. Double one day, many goods did not really reduce prices to 50 percent or lower, consumers are willing to embrace a "tun shopping cart to double a single" mentality. Double 11 is a concentrated burst of consumer demand. Last night, Ma Yun said in his reply to reporters: China has been talking about expanding domestic demand for many years. Today, we see China's domestic demand really strong demand power, but we use a novel way to dig out the domestic demand, let everyone witness together.

In this carnival, in addition to Alibaba, relying on the cat promotion of many brands also earn pots full of: Shop transactions in the top 10, almost by mobile phone and clothing brand monopoly, the first three were millet, Huawei and Haier. Among them, Millet official flagship store on the day of the final deal payment of 1.56 billion yuan.

U.S.-listed Alibaba, will continue to expand its business map, internationalization, mobility, platform is the deployment of Ma Yun. Alibaba does not intend to double 11 dozen create "Chinese characteristics", but let it become an international brand, to the global, at the same time adapt to the trend, occupy mobile platform. In fact, this year's double 11 has been showing up in these areas.

Dual 11 international ambitions

This year, Ali played a "buy global, Global can buy" slogan, day Cat International, Taobao overseas, fast sales, such as the first double 11, Ali the first time to double 11 of the range to expand to the global.

An hour after the start of the shopping festival, 179 countries and regions have been involved in the world, and at the end of the double the figure was 217 (there are more than 220 countries and regions in the world). Hong Kong quickly became the most active online buyer in the country, and the US soon leapt second. The top ten were Hong Kong, the United States, Taipei, Australia, Singapore, Canada, Macau, Japan, Malaysia and the United Kingdom.

After the U.S. listing, internationalization is Ali's inevitable path, the outside world is also very concerned about this issue. Ma Yun's answer to this question is four years.

Ali has won a victory over America's online shopping day. Wired magazine reported that in the United States, the most comparable in the Thanksgiving period during the "Black Friday" and "online shopping Monday." Last year, Black Friday retail sales of 5.29 billion U.S. dollars, only Alibaba this year "double 11" turnover of about half. This is still the data for the entire United States, compared to the Alibaba company.

According to the 2013 annual report, EBay's online market turnover of about 23 million dollars a day, Amazon for 166 million U.S. dollars, less than Alibaba double 11 turnover 2%.

Despite the "explosion" of the US shopping day in sales, it is an uncertain answer whether Ali can replicate domestic success in the US market and whether American consumers will pay the same.

This year's double 11, mobile end of the total volume of transactions broke out. Day Cat in the mobile end of the turnover from 11th Zero rose, 75 seconds, turnover on the breakthrough of 100 million yuan, 4 minutes 28 Seconds later, break 1 billion yuan; 7:36, the cat mobile end turnover of 10 billion yuan, has been 2013 years double 11 full day mobile end turnover increased nearly one times. Mobile end of the whole day turnover of 24.3 billion yuan, accounting for the total turnover of 42.6%.

The reason why people use the mobile end of shopping, perhaps in the convenience of mobile payment, without a wide range of passwords and certification, "snapping" more convenient. Ali also intends to guide consumers to use the mobile end of shopping, a lot of cash vouchers can only be used on the mobile side.

And for Ali, the mobile end is unstoppable trend, which also let Ali's market value potential to climb again. The future of the Internet, is bound to move for the first, Ali in the mobile layout will win more development space for it. At present, Alibaba's total market value has surpassed PetroChina, become China's listed companies with the highest market value.

Winner Millet: Price Knife and cage

Double 11 sales of the top ten brands, almost all are clothing and mobile phone brands, Millet pulled the championship, which is already in the double 11 of Millet in two consecutive championships. This year, the Millet official flagship store final deal payment amount of 1.56 billion yuan, won seven first. Including mobile phone sales first, single shop sales volume first, flat single goods sales first, smart wear equipment sales first, 3C accessories category sales first, network equipment sales first, line control headphones category sales first.

Classified product sales, the most sold is the red Rice mobile phone, red Rice series to become the absolute main force: the first is the red Rice 1S, followed by the red meter note. This reflects an interesting fact: sales are sorted in reverse order, the lower the price of the product, the higher the sales.

Behind this is the huge demand for low-cost mobile phones, Millet's price strategy has proved to be effective again. However, "Price butcher" should also be dialectical to see, when the millet can take the price to kill to the quartet, but now has become a cage. Just as "Price: is the weapon of millet, is also the prison of Millet" said: once accepted millet products very cheap set, it is difficult to change again.

This cage effect is in the flat sales, double 11, the tablet has become the lowest sales of millet products, of course, there are more complex reasons such as the entire flat market recession, but more importantly, the price of millet tablets in the Android tablet is not low, millet did not use a magic weapon to escort it.

By contrast, the millet hand ring sales are four times times the flat plate, it also won the smart wear equipment for millet sales champion. Compared to flat, wearable equipment market is very immature, development potential, coupled with the current consumer more and more accustomed to wearing this equipment, acceptance of increasing, millet price strategy seems to have also worked.

In addition, millet in the Home appliance field has become a dark horse. Double 11 that day, in 1 hours and 20 minutes, the Millet TV payment orders first break through 10,000, become everyone's fastest-breaking business in the category of electricity, as of 12:19, only the amount of millet TV payment has broken through 100 million yuan, and finally ranked TV single goods shop sales first.

For competitors, whether or not to accept the price of millet knife, can not be, millet products have been more and more rich, mobile phones have become the first domestic market share, millet every move, will have a certain market-oriented significance.

As mentioned above, double is one of the national consumption power of a concentrated outbreak, its marketing approach is very fitting the Chinese mentality: lively, price reduction, the people to participate. In fact, there are media reports that many commodities not only did not reduce prices, but "price increase before price", the final prices higher. But it does not prevent people from indulging in the shopping spree. Ali's double is a business sample worth studying.