The same and different between Chinese and American electric Dealers

Ma Yun said that to make a Chinese version of the 11 black Friday, the comparability of the two? Can this massive promotion really change Chinese consumption habits?

"Black Friday" let the U.S. electric dealers ushered in the flow and sales of small peaks, and this distance from the Chinese cat "double 11" is not a half month. It is not hard to find from the comparison between the 11 and black Friday that there is still a significant difference between the development stages and the user habits of the two countries.

These differences are mainly reflected in:

First, the electrical business DNA: The United States is dominated by traditional retail enterprises and Amazon, while the domestic electricity companies are basically dominated by the internet company.

Second, mobile payment: The U.S. mobile payment penetration rate far more than China, mobile payment is becoming the norm. And China Mobile's total traffic and turnover rate is still low, on the eve of the outbreak. The same thing is that Apple's iphone and ipad have become the preferred device for mobile payments in both China and America, and the consumer power has exploded.

Third, social networking site contributions, social networks for the United States to bring the flow of electricity is small to almost negligible. And in China, Sina Weibo has become a big flow of electricity business portal.

Electrical quotient DNA

The United States: traditional retailer-led

China: Internet companies in the mainstream

The most interesting phenomenon is that the U.S. electric business is led by Amazon and traditional retail companies, while China's electricity companies are basically internet company.

The top five sites in the U.S. were Amazon, Wal-Mart, Best Buy, Target and Apple on the Black Friday day, according to comscore, a market research firm. In addition to Amazon, the other four companies are all traditional retailers: Wal-Mart and Best Buy don't need to repeat, target is the top-ranked retailer in the U.S., and Apple's digital retailing is clearly better than its electrical quotient.

This situation is quite different in our country. Stir up double A big flag is the day cat Taobao, gather up encircle ride car is Jingdong Mall, Amazon, Dangdang and Suning easy to buy. Traditional retailers such as Wal-Mart and Carrefour are largely devoid of movement. Suning easy to purchase should be counted as the representative of the traditional enterprises, but in the days of the cat Taobao 130 million of the visit, Suning easy to buy less than 7 million of the traffic appears to be no threat.

In addition, although the electricity quotient in the United States social total merchandise retail sales ratio already exceeds 10%, China still less than 5%, but the Chinese electric Power Company's former several companies ' sales volume already surpassed the US electric Company Representative Corporation.

Data from ComScore shows that the black Friday day the U.S. retail sales of 1.04 billion U.S. dollars, an increase of 26%. The US electric dealer's sales for Monday are expected to reach $1.5 billion trillion (9.3 billion yuan) or even higher, comscore predicts. and the Double 11 day, only the cat Taobao sales of 19.1 billion, up 260% year-on-year.

The number of users, black Friday all day, the United States a total of 57.3 million people visited the online retail store, an increase of 18%. and double 11, cat and Taobao claimed the number of independent users 213 million. Because of the disparity in the population base between China and the United States, it is a fait accompli for Chinese electric dealers to surpass the US in number of users.

In black Friday, turnover and traffic from mobile devices grew by 65.2% and 67.8%, respectively.

Mobile payment

America is becoming the norm

China is still at an early stage

The difference between Chinese and American electric dealers is also reflected in the mobile payment.

A survey by IBM benchmark of 500 retailers across the United States found that the proportion of consumers accessing online retail sites via smartphones and tablets reached 58% and 41%, respectively, on the Black Friday day. And according to Taobao data, double 11 day, on average every 3 Taobao members visit the PC Taobao, there is a member of the use of mobile phone Taobao, and 2011 this proportion is 5:1.

In terms of flow, mobile payments accounted for 24% of total black Friday traffic, compared to 14% last year. Mobile payment turnover in the overall proportion of 16%, last year was 9.8%.

At present, there is no domestic electrical business mobile payment of the overall data, here only to double a pay as an example of the domestic electric dealers to pay a general overview of mobile payments. Double 11 on the day, Alipay mobile payment to achieve the turnover of 1.2 billion, while Alipay total turnover of more than 20 billion, therefore, the proportion of mobile payments should be less than 6%. The number of Alipay orders nearly 9 million, in the overall number of transactions accounted for about 8%.

This shows that the U.S. mobile payment penetration rate is far higher than China. The potential of China's mobile payment market remains to be explored.

Even on non promotional days, the proportion of US mobile payments has remained as high as the promotional day, and mobile payments have become increasingly commonplace in the United States.

IBM benchmark The Black Friday's last Friday as the base date, listing the trends. For example, the total black Friday mobile payment volume accounted for 24%, and on weekdays this percentage was as high as 19%. The ipad's black Friday traffic accounted for 9.8%, and on weekdays it accounted for 7.2%.

In China, the number of wireless orders to pay treasure double 19.1 million is 6 times times that of last year. This abnormal growth curve shows that mobile payment is still in its infancy in China and is on the eve of the outbreak.

iOS finished Android

From the segmentation data of mobile payment, the user habits of China and the United States are the same. Apple's iphone and ipad occupy most of the black Friday and 11 mobile payments.

Data from IBM benchmark show that black Friday's total traffic from the iphone accounted for 8.7%,ipad 9.8%, while Android was 5.5%. iphone and ipad traffic is nearly four times times the size of Android phones. The ipad has even accounted for 88% of the overall tablet traffic, making it the preferred tablet for American users.

In the domestic dual 11 period, the turnover from the iphone accounted for the total mobile payment of the 38.9%,ipad ratio of 17%, Android for 17%. The iphone and ipad account for more than half of the turnover, suggesting that domestic iOS users are also spending more than Android users.

It is noteworthy that Alipay's data show that, of the dual 11 mobile payment, there are still about 12% of domestic users choose to pay by WAP, the proportion of users through the HTML5 to pay up to 11%.

Social network drivers

The United States: SNS do not give force

China: The big entrance of micro Bo into electric power business

The amount of traffic that the social network brings to the US is so small that it is negligible, and the share of the overall flow is declining. In China, Weibo has become a major flow of electricity to the dealer's entrance.

Data from IBM's benchmark show that on the Black Friday Day, U.S. electricity traders from social networking sites such as Facebook and Twitter accounted for only 0.34% of the total, a slight drop from 0.53% last year. On weekdays, this ratio is only 0.63%. In terms of traffic, social networking sites contributed 0.81% of the traffic to electricity dealers in black Friday, 0.92% last year and 0.95% on weekdays.

Compared with the domestic, hitwise data show that Taobao about 2.5% of the visitors from Sina Weibo, above the mushroom street and more than a beautiful say more than one times. In October this year, Sina Weibo to the electricity dealers and local types of Web site traffic accounted for 8.6% of the downstream flow, of which Taobao cat total about 3.7%.

The commercial value of social media, especially microblogs, is increasingly emerging.

Conclusion：

As Ma Yun said, the domestic double is a new business ecosystem represented by electric power and traditional business ecosystem and the subversive war between the system. "Like lions eating sheep in the forest, this is the ecological law, the game has begun." ”

Note：

The Christmas shopping season in the United States usually begins after the Thanksgiving Day. Thanksgiving is the fourth Thursday of every year in November, and its second day, the last Friday in November, became the first day of American shopping. This day, the mall launched a large number of discount activities for the last large-scale promotion. American malls generally record their deficits in red pens and make money on Black records. After Thanksgiving this Friday, the mall profit due to people's crazy snapped up, so the business is called "Black Friday."

After 2000, U.S. electric dealers began to follow the shopping malls, the first Monday after Thanksgiving as a "net shopping Monday", the collective discount promotions. In the past two years, the "online shopping Monday" promotional cycle has been early to black Friday signs. Many electric dealers in the black Friday began to carry out small promotions, in order to win a part of the market during the peak shopping.

(Shen Yunfang)