This year's Double 11 will be different: "Big Data + O2O" new gameplay

Last year, "C2B" as a selling point, one day won the transaction 19.4 billion Lynx double 11, this year, do not play this method, they began to play new things. Lynx vice president Wang Yulei revealed that this year's double 11, Lynx will use wireless Internet online and offline get through, through social interaction, relying on big data operations, this new vision will break the traditional business and e-commerce boundaries.

It is understood that this year Lynx will allow each consumer has an exclusive venue to achieve "thousands of people noodles." In this regard, Yu-Lei Wang revealed that Lynx will be based on consumer double 11 prior to the collection, concern the brand data, combined with shopping habits and consumption over the years data will be set up for each customer exclusive venue, consumers grab red envelopes, received coupons And other relevant information will be unified collection. Last year, the number of users participating in the Lynx 1111 Shopping Carnival reached 213 million last year. Based on the huge number of users, Lynx will rely on data analysis capabilities this time to generate hundreds of millions of different venues.

"Double 11 in the fifth year, we do not want to just rely on low-cost genuine, to stimulate non-rational shopping to do promotions." Wang Yulei said that to meet the individual needs of each consumer is Lynx's long-term goal.

In the highly criticized part of the logistics, Alibaba is also using big data to improve.

Tmall double 11 Shopping Carnival head of logistics Tan Biao said that big data will be fully used to guide the information of this year's double 11 logistics courier companies, businesses, consumers logistics information linkage.

In addition, this year, the logistics data radar will work with the National Meteorological Bureau data center to achieve weather forecasting and live broadcasting of the national expressways and to guide real-time road traffic conditions. Lynx will also adopt a social approach, sending 200 million yuan without any restrictions on the use of cash red envelopes, covering the PC side and the phone side.

Wang Yulei said Lynx and Sina microblogging user system has been fully open up, consumer relationships on Sina microblogging, will be the basis for the flow of red envelopes. The phone-side bonus game will also link people in real-world social relationships. After double 11, Lynx will also be derived more friends based on the sharing, recommendation and communication capabilities. These sharing interactions generate a great deal of business need and drive new business models such as C2B.

O2O test water

According to the data from the Ministry of Commerce, in 2012, the sales growth of 3,000 major retail enterprises nationwide slowed by 7.6% over 2011, and the news of the closure of offline stores across the country. At the same time, e-commerce is growing rapidly. In 2012, the sales of e-commerce in China exceeded trillion mark to reach 1.3 trillion yuan, an increase of 66.3% over the same period of last year.

As a result, more and more offline stores began to seek e-commerce transformation, including Wangfujing Department Store, New World Department Store, Maoyebaihuo, Dashangguo, Chongqing Department Stores and other department stores have launched online shopping platform. However, due to not finding a suitable model, the operation is not satisfactory.

Is O2O a substantial outlet for retail such as traditional department stores? Yintai Commercial Group first tried out the water. On October 17, it reached a strategic cooperation with Lynx and its 35 Intime stores will be fully engaged in Lynx 1111. In the future, both parties will carry out in-depth cooperation in terms of system level, inventory, membership and logistics service flow.

"The future of commercial retail model is different from the current physical retail, nor is it a pure e-commerce model, as to what kind of 'monster' it is, we are still exploring." Yintai Business Group CEO Chen Xiaodong said, "No matter the line On the line or below, the core is the flow of people. If Lynx can bring consumers for Intime, why not?

However, according to Lynx revealed that consumers at the store in Yintai sweep the code to buy the goods did not take the same method of online and offline prices, but the product segmentation and C2B way. "The same price online and offline is difficult to fully realize."

In addition to Intime, Lynx Double 11 this year, there are more than 300 brands covering more than 1,000 cities and counties in the country's 3 million offline stores to participate, including Uniqlo, GAP, IT, Toys R Us, Taiwan glasses, Haier, Erdos , Hongtusanbao and so on.

Zhang Yong, COO of Ali Group believes that the offline stores are essentially the same terminals as the computers and mobile phones that directly reach the consumers. For the retail format is concerned, the future there is no e-commerce, only the commercialization of electronics.

"We are uncertain about the number of KPIs, but we hope this transaction will not exceed 30 billion yuan, otherwise it will exceed the critical point of the domestic logistics system." Zhang Yong said.

Around the double 11, under the dual pressure of the annual performance of the diversion and sprint, the electricity supplier rivers and lakes are now snarling Lynx interception order: Suning, Dangdang, Jingdong, Tencent, Gome and other industry chiefs have joined.

Analysts pointed out that Lynx's O2O slogan this year more reflected in the marketing level, the linkage effect of the layout to be tested, the ultimate transaction volume can exceed 19.1 billion worth to consider.

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