"Singles Day" online shopping promotion, once again refresh China's electric industry record

Before the National Day Golden Week, after the New Year's Day, the Spring Festival, "Singles Day" online shopping is only in the seasonal time point out of thin air "made" out of the festival, but led to stay up all night sleepless net shopping spree. In order to "break the tens of billions" cheer, we also need to calmly ask: this "stress test", the electricity quotient can get a few? Can the huge turnover indicate that the Internet has moved the consumption stock? Does the net merchant hold the good faith to let the consumer get "really affordable"?

Q: Can I pass the stress test?

The morning of 11th, the cat Hangzhou headquarters. Real-time display of online shopping on the big screen, a second still a quiet electronic map, with 0 points of promotional discounts to the "gate" and shiny, representing a deal of the orange rays suddenly scattered in all directions.

Wuliying and colleagues working in a joint-stock bank are staying in office hours in order to ensure a stable online trading system for people snapping up payments. After 0 o'clock the first minute, the first hour, every wave of turnover, Wuliying and colleagues to solve problems and even run back and forth. "It can be said that some rush!" "The scale of such transactions is much larger than the daily volume, and the ability to withstand the system is a huge test," Wuliying said.

The reality is indeed so. At the beginning of Midnight's "blood fight", some banks ' payment channels were crowded with consumers. According to Alipay chief technology officer Li Jingming introduced, Alipay from the beginning of August to form a project team, with the major banks to communicate. But the early morning of 11th, China Construction Bank (601939, shares bar) of the network silver system or because of the pressure is too large, once appeared unable to pay treasure recharge. Bank of China (601988, shares), Societe Generale (601166, shares bar) and many other banks are also due to the use of too many people, there are varying degrees of system busy. Under the single can't pay, netizens on Weibo on the ridicule said, "there is a joy called payment success." There are also some netizens can not even access the payment interface-Taobao and Cat's promotional platform within 1 minutes of the influx of tens of millions of users, is nearly 3 times times the same period last year, the network shopping system overwhelmed.

There are also busy sellers and several 100,000-meter couriers. Although the courier companies and the electrical business has done a lot of preparation, but last year, "Singles Day" promotion produced more than 20 million pieces of express basis, sales multiplied, whether the courier will again "burst", some consumers still expressed concern.

Tian Cat President Zhang Yong said, "Double 11" has become a business team, the electrical business system service providers, payment systems are facing the "stress test", e-commerce development needs "pulse-type" environment zipper, "the ability to promote this year's needs, is the next year to prepare the conventional ability." ”

Li Jingming that in this event, the cat, Taobao and Alipay system to withstand the test of the transaction, but because of the huge number of consumers, the cat and Alipay do have some "waiting in line" situation.

Ask domestic demand: Can the Internet pry the consumption stock?

As of 11th 14 o'clock, in the "Singles Day" electric sales promotion, only the cat and Taobao platform turnover exceeded 10 billion yuan, more than 2011 U.S. online sales market, the highest single day sales. Industry insiders and experts believe that, although some of the net purchase demand stems from the offline retail trade transfer, but in the current economic situation, the vast number of online shopping promotions still release the strong domestic demand signal.

China Internet Network Information Center (CNNIC) recently released the 30th China Internet Development Statistics report shows that as of June 2012, the number of Chinese Internet users reached 538 million, internet penetration rate of 39.9%. "China's internet penetration is still low compared with about 70% of the internet penetration in the West, which means that online shopping still has the potential to dig." "said Jing Lingbo, a researcher at the Chinese Academy of Social Sciences.

Experts believe that the 18 report suggested that the 2020 urban and rural residents per capita income than the new goal of doubling in 2010, causing widespread concern. Tapping the potential of domestic demand needs to raise income and increase purchasing power, but it also needs to solve the problem of supply and demand.

"The huge amount of consumer power that the network buys the platform to dig out, part only from the traditional retail channel to transfer of stock." But through this channel of electricity, the Internet has facilitated the matching of demand and supply. "said Hao, an associate professor at the Chinese Academy of Social Sciences.

Zhang Yong, for example, this year, the cat promotion of the brand's "reverse repurchase", will have been paved to the traditional retail channels of goods recycled to the online retail warehouse. "E-commerce allows brands to have a direct access to consumers, easier to grasp consumer demand, to reduce inventory provides a new way for businesses to see the demand, and through the way the internet to inspire," he said.

Jack Ma, chairman of Alibaba Group, said that the traditional retail industry in the United States developed, E-commerce in the United States is only a supplement. China's infrastructure, traditional retail industry is not perfect, once the logistics and other ancillary facilities to keep up with, e-commerce in China will become the mainstream, in order to stimulate domestic demand manufacturing increment.

Ask good faith: how to let the consumer enjoy "really affordable"?

"Singles Day" performance broke tens of billions of times, micro-blog, forum Complaints and complain also appear. "Early in the morning when the order to pay, a display inventory of 600 pieces of diapers, less than 10 minutes on the shelf." In less than half an hour, 5 products from one brand in the shopping cart were sold out. Ms. Wang, who works in the media, told reporters that she had chosen a few days earlier to put the goods in the shopping cart, preparing to "fight" all night, and now had to wash and sleep.

In addition to encountering traffic surge queuing, business preparation is insufficient, "Singles Day" online "shopping" consumers may also encounter when the commodity "cold get out of the frame", special merchandise "hide and seek", the temporary price increase before the festival and other kinds of things.

The reporter saw in an online shop, originally price 299 yuan of two pairs of pajamas set, in the "double 11" promotional activities of the product page shows: "You see the package does not exist, may have been off the shelf or be transferred." "One of the women's pajamas was taken to a separate promotion, showing the original price of 499 yuan, promotional price of 249.5 yuan."

In mid-August, after the launch of the electric Business by Jingdong Mall, the public raised the question of false discounts, the relevant departments involved in Jingdong, Suning easy to buy, Gome Mall, three household appliances business investigation. Although the war of words was basically stopped, the credibility of the electric business industry was hit. At the same time, according to the China e-Commerce Research Center on the 2011 "Singles Day" Sales promotion complaints statistics, falsely marked the original price has become one of the most complaints of users.

"Double 11" is not all Shangdou can afford to play, to participate in the electrical business must be prepared enough to really help consumers. "Online shopping rights experts Yia Jianfang that there is a" 8 15 "warning, whether the promotion to consumers to bring" really affordable ", become the test of the credibility of the electronic business important standards.

It is understood that Beijing, Hangzhou and other land consumer rights and interests of the Department has been to promote the promotion of electric dealers in the preliminary normative guidance, and launched supervision. Some businesses have also enacted more detailed rules of punishment than in previous years. For example, the day Cat Mall to participate in promotional activities of the merchants and commodities for the early screening, but also set up a "virtual high price Report Green channel", all the first price discounts on the merchandise will be canceled to participate in promotional activities.

"From this year's" double 11 "situation, although there are still a small number of businesses loopholes, but overall has improved. "E-commerce industry observer Ruzenwang that individual businesses can not be broken down, platform operators should also make rules will be the management of the predecessor, otherwise once the problem, the final impact of the platform operators."