“Double 11 shopping carnival” reflects the expectation second-half of the Internet
【Published by Ye Yu Long (葉玉龍) | Jinse】
“Double 11 (Double 11 shopping carnival)”, which entered its 10th year, does not require too much marketing to stimulate the public’s desire for consumption. On the contrary, it has become a carnival that everyone is waiting for. The carnival momentum is strong and lasts for a long time. Sales breaking-record of each platform has also become a matter of expectation. Since the record has been refreshed again and again, a slogan on the Tmall banner may be an excellent description of this national shopping spree — you are too fast, I can’t keep up with the commercial picture.
“Double 11” is the epitome of e-commerce or seen as a reflection of the development of the Internet for 10 years. After experiencing the instability and expansion in the early stage of e-commerce, it has gradually reached a consensus: the growth of traffic slows down and the cost of customers are getting higher. Even when industries choose to chain up with internet, the channel of realization does not seem to be as smooth as imagined. In the field of e-commerce, traffic is monopolized by giants. In addition to the eye-opening of the PDD listed this year, there has been no major change in the past years.
The Internet needs new stories, and giant companies need new methods to play. In this case, offline stores that were once “revolutionary” on the Internet were re-examined and became a new growth pole. “Online + offline” has become a new trend, and the concept of “new retail” has been born, which has also given the possibility of more diversified traditional supermarkets. The difficulty in obtaining traffic has increased, and the giants have been working hard in sinking channels. The emergence of PDD proves the huge space in the sinking market. All of the above changes in the Internet can be traced in this “Double 11”.
The long cycle is a distinctive feature of “Double 11”. Many shopping platforms have started “Double 11” pre-sale on a month ago. To a certain extent, it can alleviate the pressure on logistics and storage. Impulse consumption is also expected to ease. Quality and price–performance ratio will be the key to winning; In terms of channels, companies began to integrate more offline store resources to form a network of three-dimensional shopping scenes covering online and offline, which can be form as a big data; the shopping method has shifted from a single online purchase to a diversified purchase, and offline activities including catering and entertainment have also begun to use the “Double 11” for various promotions, which also provides more opportunities for third-party payment platforms; In terms of channels, the major platforms have stepped up their efforts to strengthen the county market layout and seize the low-line urban passenger flow. In addition, with the growth of platform such as Kaola and Haitao, the globalization trend in the consumer field has further deepened.
After nearly a month of shopping spree, comprehensive testing of supply chain, logistics and even selection, marketing strength. Technology needs to be constantly upgraded as a support behind the smooth shopping experience. In order to allow users to “seckill”, Alipay launched fingerprint and face payment based on biometric technology for providing consumers with 70 types of consumer insurance in 6 categories at the same time. Ant Financial also made the blockchain technology scale applied to Tmall “Double 11”, in order to ensure the logistics timeliness, Guoguo even opened overseas warehouses, exclusive routes and charter flights. In terms of experience, the situation of paying for Caton and logistics in 10 years ago is no longer obvious in the “Double 11” in recent years. In the past 10 years, e-commerce has enriched and changed our lives to some extent. Entering the second half of the Internet, the expectation of “Double 11” may be our expectation for the online world.
■Source: Jinse (金色財經)
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