The "seven-male hegemony" pattern in the field of Chinese business

Alibaba's cat, Jingdong Mall, Suning easy to buy, Gome, Tencent's easy news, Amazon China, Wal-Mart holdings of a store.

IT industry has known as "the eldest brother eats meat, second drink soup, old stare" said, the electric business industry is also so. "Seven male", the Overlord Cat basic lock "top three" tickets, the remaining "six male" will be left two "votes" and war. This newspaper launched the "Power of the seven-male" Ticket "war" series of reports, for your comprehensive interpretation of the "battle situation."

A revolutionary subversion game between China's electric business and traditional commercial ecosystems began.

Yesterday (November 12) 0:40, Alibaba's hundreds of employees in the day cat "double 11" shopping festival main battlefield Hangzhou huaxing Times Mansion Floor, held a small celebration. The third floor of the bookstore Hall Wall big screen display, "Double 11" day, Alipay total sales of 19.1 billion yuan.

"Daily Economic News (blog, Weibo)," the reporter noted, the data equivalent to 2011 Gome Annual sales of nearly 1/6, equivalent to Wangfujing (600859, shares) department stores last year's sales, equivalent to 2011 McDonald's China's 1400 stores total sales of nearly 2.36 times times.

The day before the "double 11" promotional campaign, Jack Ma, chairman of Alibaba Group's board of directors, said in an interview with CCTV that the "double 11" is a new and old business model, and that the new model, represented by electronic commerce, has grown into a lion and will "eat" the traditional commercial ecosystem. The above data support this view.

Jack Ma bet "20 billion is not up"

"The team leader attention, 1 hours away from 0 o'clock in the morning, and our traffic is still rising, we do a final sprint." "November 11 night, Hangzhou huaxing era 22-storey brightly lit, day Cat Mall CEO Carefree son picked up the hands of" (walkie-talkie) is still in command.

In the office, which is less than 15 square meters, there are two screens hanging on the wall, and the data on the screen are constantly being updated. This is the day of the cat "double 11" Shopping Festival command center.

As visible as the screen, there is also a "whole combat map", detailed records of the functions of the contact person's name, telephone, in order to contact at any time. "Our principle is that we are looking for only one person and dealing with the importance of the matter." "One of the Insiders at the command center said to the daily economic news reporter.

This 4 years ago by Alibaba launched the "double 11" net sales discount activities, has evolved into the domestic electric business enterprise competition at the end of the fierce battlefield, pry the entire electric business ecological chain.

The above insiders revealed that more than 10 members of the command center mainly from the operations department, marketing Department, Customer service department, technology and Alipay and other departments, they are responsible for two parts of the business: the first part of the vertical business unit, including Electrical city, clothing, home textiles, mother and child, overseas major customers, etc. the second part is the transverse part, Including businesses, markets, public relations, data, business services, logistics and so on.

It is noteworthy that the cat this time "double 11" promotional activities, but also beyond the expectations of MA.

Reporter in the interview that 11th 10 o'clock in the evening, the distance "double 11" promotional end only less than two hours, a dark shiny Maybach stopped in the Star Times Square downstairs. Has been a rare appearance of Ma Yun, with the Yunfeng Fund of the big guys came to the day cat.

After patrol, Jack Ma Impromptu and Yunfeng fund a big guy bet this promotion can break 20 billion yuan. Ma Yun thinks that can not reach, the big bosses of Yunfeng Fund think no problem.

The bet looks like gossip, but Mr Ma's caution is echoed by the group's intended goal. According to insiders said, in the promotional activities before the start, Ali scheduled target of 10 billion yuan, of which the cat is 6.5 billion yuan, Taobao 3.5 billion yuan, Alipay trading volume of 70 million.

Prepare 3 months in advance

It is revealed that August ago, Alibaba started the preparatory work. Starting in October, the cat launched the business registration activities, the number of enrollment reached more than 30,000, through the system screening, the last only more than 10,000. Along with this, the Ali department participates in this activity the number to be as high as thousands of.

The "Double 11" promotional activities, the most critical of the three preparations for the content is technology, logistics and payment.

"We have prepared more than 700 kinds of technical plan, even including the computer room blackout and other details." "Day Cat a technician introduced."

This can not help but remind people of the early morning of 11th, in the "double 11" promotional activities after the start less than 20 minutes, Taobao page has been unable to click, Alipay can not pay such as "paralysis" situation, the outside world generally interpret it as a Web site background technical ability to meet the challenge of blowout traffic

"Actually, this is our early warning plan," he said. "The technical staff said that in the day of the Cat promotion gate opening a minute, there are more than 10 million of users influx, so must take the emergency plan, the so-called page can not open, can not pay, in fact, the system will be the user to sort queues."

Alipay CTO Li Jingming said, overall, the day cat, Taobao and Alipay have withstood the test, but because of the huge number of consumers, the cat and Alipay have appeared in some consumers "waiting in line" situation.

According to the above technical personnel, the day cat for this year "Singles Day" promotional activities prepared the largest 2.4T of flow reserves. In the last year, the normal reserve value of the cat was 800G and the limit peak was about 960G.

"The first hour of traffic has been more than 1.8T. said the technician.

Another difficult bone to chew is logistics. More than 10,000 businesses participated in the event, 5 times times last year. As a result of last year's activities during the shortage, delivery delays and other issues, this year, the cat asked businesses to double the advance arrangements for stocking volume, customer service, warehousing and logistics personnel.

According to a logistics staff of the cat, in order to better for the "dual 11" logistics diversion, the general Post Office held two communication meetings, the most recent is a September hotel in Shanghai, participants include more than 10 Express company executives.

A number of electric dealers circuitous "war"

"Double 11" is not only the battlefield of "Lion and goat" duel, but also the opportunity for the competition between the electric business enterprises. However, Ma Yun does not think that "double 11" promotional activities is a price war, "we do not know who to fight, there is no war." The elimination of rivals may not win, and to defeat rivals, the company becomes a professional killer. ”

Since 2009, Alibaba has set up a promotional arena that rewards consumers every November 11. In the previous two years, this stage basically only Alibaba oneself is acting. To 2011 years, due to the number of participating shops more and more, more and more transactions, competitors feel the pressure to survive, have joined in, do not want to let Alibaba exclusive this consumption feast.

However, with the previous "6 18 price war", "8 15 price war" direct combat, the competitors have adopted a "skilled participation."

Take Tencent as an example. Tencent's electric business platform QQ Network shopping, from October 24 to October 26, the first launch of the promotion war, launched the "QQ Shopping crazy Rob Festival."

"We started the promotion in advance to avoid the cat head-on," he said. Tencent electricity market related person in charge said, "No one would like to miss this national big online shopping." ”

Tencent's other electric platform easy to launch on November 5, launched a promotional target for the 3C category, targeted at the same 3 C known as the Jingdong, but also to avoid the sky cat.

Jingdong Mall CEO Liu is also a way to make people too unpredictable. In the "Double 11" before, he has always been high-profile in the Sina Weibo personal signature, said "low-key, low-key, and then low-key."

In fact, in this battle, Jingdong is not low-key, but also adopted the "avoid The edge" way. From October 10 onwards, the Beijing-East launched a one-month "Desert Storm" large-scale promotional activities, announced that will be "the overall let 1 billion yuan, send 50 million coupons." November 6, Jing Dong also with the current domestic largest offline payment enterprise Lakara together, the introduction of exclusive promotional activities.

Electric Circle of another giant suning easy to buy, will focus on the period of November 11 days before and after, and hope that the joint line under the impact of 5 billion yuan sales.

Hence, this year "Double 11" appeared a peculiar scenery: as champion Ma Yun, do not want to also do not recognize the "double 11" is a price war, but its competitors in order to rob Cakes, or to fight in the clear or secretly, eventually evolved into a "price war is not a price war."